How to Write a Stump Speech

A classic illustration of the 19th century political campaign.

American politicians have lived or died on their ability to convincingly address small groups. Indeed, the term "stump speech" derives from the 19th century habit of standing on tree stumps at rural campaign stops. In today's superheated environment, stump speeches are the most basic tool to reach voters. Good stump speeches make the candidate's case with humor and insight, while closing the deal with swing voters who might still change their minds, and those who have not made up theirs yet. A keen ear for language and a knack for memorable phrases that capture the imagination are the most important ingredients for success.

Things You'll Need

• Outline
• Stopwatch or timer
• Visual aids (PowerPoint or some other display device)

Instructions

1. Hammer out a campaign slogan, or mission statement, in 25 words or less--since the stump speech will have to be written or structured around it. Think hard about the final result, because the slogan will be repeated as a key element of the speech, too.

2. 

   Heed the spoken word's power in developing slogans, or the stump speech--such as the "Drill, baby, drill!" chants that Republican vice presidential nominee Sarah Palin led at her 2008 campaign rallies to imply Democratic nominee Barack Obama's skittishness about boosting domestic oil production.

3. Keep rhetorical flourishes simple, or else they lose their effect--as President Ronald Reagan understood in using his his quoted phrase, "It's morning in America," to signify his undiminished confidence in the nation's future.

4. Describe the problem facing listeners in clear, succinct language. Explain how the problem arose, and offer a three- to five-point plan to address it. Save the details for a candidate blog, or website--eye-glazing minutiae does not offer an ideal way to connect with the audience.

5. Outline why the opponent's solution does not address the problem, contrasting it with the preferred approach being touted in your stump speech. Again, without getting lost in detail, offer a couple of examples or anecdotes to back up each point. Explain why your solution will make a difference in listeners' lives. The most detailed speech is no good, unless it arouses people's passions.

6. Do not forget to close the deal. End with a rousing final appeal to vote for your candidate, followed by a repetition of the campaign slogan, or mission statement. Never leave listeners hanging, since voters are often looking for subtle cues to tip their preference in a certain direction.

Tips & Warnings

• Offer a clear beginning, middle and end. A classic stump speech often lasts no more than five minutes, so there should not be any verbiage that bogs down the delivery. "Test drive" the speech with the candidate's advisers or friends, using a stopwatch to determine the total time. Reading a speech aloud is the best way to hear how it will flow, and help trim redundant words or phrases.

• A little humor goes a long way in any stump speech--just make sure that everybody appreciates the joke. Weigh the consequences of "going negative" against an opponent. Turning up the heat can pay dividends in close races, but can also backfire.

Resources

• Anatomy of A Stump Speech
• Writing a stump speech: eight speech topics
• Writing a Great Campaign Speech