Carey C. Giudici is an award-winning journalist, poet and essayist who has decades of experience using extraordinary language to help individuals, businesses and communities tap into all of their resources and insights. This posting is an adapted version of one of six blog posts entitled “Write Like A Pro.” The series, along with a number of other blogs about marketing and business, are at http://www.likedandtrusted.com.

These days, your local Starbucks can get quieter than a library.

People go there to “engage” digitally with crowds of strangers they’ll never lay eyes on, rather than chat with people at the next table.

Maybe they’re looking for greater control over every encounter. Or like the convenience and variety of instant access to unlimited media and channels in their personal corners of the “convergence culture.” Or perhaps they doubt their social abilities. There are opportunities and challenges for all of us here.

The opportunity to “go viral” if we can write vivid and persuasive content that’s driven by a big idea. And a real danger of disappearing without a trace if we don’t.

The legendary advertising executive and designer David Ogilvy was an excellent communicator. He created many of the most effective print and broadcast ads in history. His principles form the fountainhead for branding, “tribe” building and push-pull marketing strategies.

“Tell the truth,” he said. “But make the truth fascinating. You can’t bore people into buying your product, you can only interest them into buying it.”

His advice to have “big ideas” and be remarkable is more important than ever– for speakers and business owners as well as advertisers and marketers.

Every professional speaker today is in advertising. Focus on telling the truth and wrapping it in a fascinating story. Engage your audiences and make them hungry for more.

And to get more clients, you could do worse than follow the four-step process that Ogilvy laid out in Chapter 2 of his 1963 book, Confessions of an Advertising Man.

All those people hunkered over their laptops in Starbucks are searching for, or experiencing, messages imbued with the wisdom that Ogilvy brought to life decades ago.

Watch this well produced and thought provoking four minute video and make Ogilvy’s advertising philosophy your engagement strategy. It’s what most great speakers do.

They say to never judge a book by its cover. One can only hope that Sam Leith’s book on rhetoric, You Talkin’ to Me, rises above the graphic design disaster of its open-mouthed, red-lipped cover. It richly deserves to.

Leith’s book is, in fact, a magnificently entertaining romp through the intricacies of classic rhetorical technique from Aristotle to Obama. He traces the art of persuasion from its ancient origins to the modern world. Rhetoric is all around us. And Leith cleverly explains how the nuts and bolts of rhetoric work in speeches from Cicero, to Elizabeth I to Richard Nixon and Obama.

Rhetoric is language at play; language plus. It is what persuades and cajoles, inspires and bamboozles, thrills and misdirects. It causes criminals to be convicted and then frees those criminals on appeal. It causes governments to rise and fall, best men to be ever after shunned by their friends’ brides and perfectly sensible adults to march with steady purpose towards machine guns.

He thoroughly examines the technical language of rhetoric, explaining terms such as auxesis (“a generalized term for cranking things up, the use of inflated language”), paralipsis (“discussing material in a speech while pretending you’re not going to talk about it”) and tmesis (“sticking a word or phrase into the middle of another word. Do people really do that? Abso-fackin’-lutely!”).

The book is structured around the classical subdivisions of rhetoric. First, the five aspects of rhetoric – invention, arrangement, style, memory and delivery. Then, the three branches of oratory: the deliberative or legislative (an appeal to action), the judicial (dealing with questions of justice) and the epideictic (speeches of praise and blame).

Unexpected comparisons

But the genius of the book, where it rises far above the abysmal cover art, is the irreverent and humorous range of examples he calls on to illustrate rhetoric in action. Sure, he trots out the usual cast of characters found in most of the books on speechwriting: Churchill, Martin Luther King, Cicero, and Lincoln. But I know of no other book on the subject which applies equal rigor to a rhetorical analysis of eight-year-old Eric Cartman’s song “Kyle’s Mom’s a Bitch” from South Park. Or compares the speaking abilities of Satan in Milton’s Paradise Lost with the Devil’s “rhetorical chops” in the Peter Cook and Dudley Moore movie Bedazzled.

Time and again he makes rhetoric come alive in our world. Consider ethos:

From the school playground to the battlefield, from the mean streets of South Central Los Angeles to the annual conference of the Confederation of British Industry, who you are is the first thing you need to establish if you intend to be heard.

Indeed, who would expect Jennifer Lopez’s appeal to ethos as “I’m still Jenny from the block” to be compared with the opening Adolf Hitler’s speech workers in Berlin “Once I stood amongst you”.

Or to have the ascending tricolon – a set of three terms, increasing in force – at the start of Mark Antony’s funeral speech in Julius Caesar (“Friends, Romans, countrymen … ”) compared with the opening chords of AC/DC’s 1980 single “Back in Black” (“a single stressed syllable, then a trochee, then a dactyl … DUM! DUH-Dum! DUH-duh-dum!”).

British rhetoric

American readers should be forewarned about the use of British idiom and references. You’ll get more out of the book if you not only know what a “fortnight ” is; but something about the reputation of the politician George Osborne, and Mandy Rice-Davies’s role in the Profumo scandal. You’ll also need to be aware of what being “saluted by a disgruntled van driver on the Hangar Lane Gyratory” implies (Americans might say “being given the finger on the New Jersey Turnpike”).

The Unknown Speechwriter

I especially enjoyed the chapter on political speechwriters. He acknowledges Judson Welliver, the first presidential speechwriter, who served in Warren Harding’s time. He reviews Ronnie Millar’s contribution to Margaret Thatcher’s speech on becoming the first woman prime minister – showing where the politician inserted edits into the writers’ original draft. Likewise, Peggy Noonan’s work with Ronald Reagan and her battles with the policy wonks in the administration who fought against what they saw as overly poetic drafts is reviewed.

Two lessons

Two lessons from the book stand out. The first is that rhetoric needs to be matched to the occasion. Martin Luther King’s “I Have a Dream” speech used biblical texts and call and response phrasing that resonated with the largely African-American audience.

The second big point is that it is vital, in speechwriting, to get as much said as quickly as possible. Lincoln’s Gettysburg address was a mere 250 words, delivered after the main speaker, Edward Everett, had droned on for hours.

Sam Leith’s book meets his goal of showing how rhetoric is not just a dry academic subject, but “gathers in the folds of its rope everything makes us human”. As for that cover … enough said.

I help edit SPEAKER Magazine for the National Speakers Association (NSA). Each month I curate the Relevant Resources column – a list of time-saving tools and technologies.

The December edition listed a variety of gifts suitable for clients, speakers’ bureau contacts, colleagues, friends and loved ones. Whether the recipient is a foodie, science geek, chocolate lover, adventure seeker or bookworm, this selection is sure to get your gift-giving wheels turning.

Get a Life

Give the gift of nostalgia with a copy of the actual LIFE magazine published the week your recipient was born or during a key event that took place in their lifetime. Pick a date from 1936 to 2000 and add a beautiful easy access hinged wood display frame for $35. Prices vary by date of issue.

Achieve Stardom

There are billions of stars in the sky, but only one with your (or your loved one’s) name on it. The Name a Star gift box is a unique and romantic gift that comes with naming instructions, a wall map, astronomy booklet and personalize pen. Once the recipient submits a name, he or she will receive a certificate, unique information about the star and a guide to locate it in the night sky. $40.

Keep It Classic

They say all professional speakers should have a book. U Star Novels let’s you star in a personalized edition of your favorite classic alongside your friends, family members or colleagues. The plot remains the same, but you choose the cast and decide who follows the White Rabbit down the hall in Alice’s Adventures in Wonderland and who gets to be Tom Sawyer in the Mark Twain classic. $24.95.

Rev’d Up

Give your adventure junkie friend the ultimate adrenaline boost with a Race Car Driving Experience gift from Cloud9 Living. Choose from locations nationwide and numerous racing packages, including stockcar racing, Indy car racing, formula racing and dragster racing. Whatever you choose, it is sure to fulfill the need for speed. Prices vary.

Choc-o-Lot

Everyone knows a chocolate lover or two. Give them the ultimate gift that keeps on giving-membership with the Chocolate of the Month Club from Amazing Clubs. Each month, they’ll receive a one pound selection of premium chocolate made by leading chocolatiers across the nation. Membership plans are offered in three-, six-, and 12-month periods. Prices vary.

It Figures

Surprise clients or loved ones with a fully customized figurine from Sculpteo. Simply upload a headshot and profile picture, describe the clothes and accessories you want your figurine to have, approve the model and receive it in the mail in just 10 days! Go conventional or eccentric, and select from a variety of themes and careers including fireman, pilot, doctor, sports aficionado. $75.

Spell It Out

Like to D-I-Y? Letter Perspectives lets you design your own unique framed letter art using a name, unique phrase or word that is special to the recipient. Create a masterpiece by entering letters, choosing your theme ( nature, sports or rustic), selecting from black and white or sepia photo tones, and picking the perfect mat and frame to match. Starting at $160.

Feelin’ Hot Hot Hot

Spice things up in the New Year with a personalized gallon jug of Tabasco – everyone’s favorite hot sauce. Nothing says “I’m a TABASCO lover” like one of these sitting on the kitchen counter. Available in all the flavors you love: Original Red, Green, Chipotle, Garlic, Habanero, and SWEET & Spicy. $44.95.

As You Wish

Need a little R&R after the holidays? SpaWish gift certificates and cards can be used at thousands of day spas and beauty salons across the country for services like manicures, pedicures, haircuts, hot stone massages and tanning. Print a personalized gift certificate at home, have it delivered via e-mail or shipped in a gift box for as low as $4.99. Prices vary.

Next to Napa

Dinner at Thomas Keller’s famed Napa Valley gourmet restaurant (voted one of the top 10 restaurants in the world) costs around $300 a head, and reservations need to be made six months ahead. Why wait? Treat someone to The French Laundry Cookbook and dine in style over the holidays. $30.

Help Haiti

Give a gift with meaning, purpose and passion. The Lambi Fund of Haiti provides boats, fishing equipment, pigs, goats, honeybees, tree seedlings and irrigation canals that can be purchased in a friend or family member’s name. With these special gifts of life, families in Haiti are provided with numerous opportunities to grow and generate income. Prices vary.

You can subscribe to SPEAKER magazine on the NSA website.

Manuela Pauer, CPCC is a Certified Professional Coach and workshop leader. She is an authority in personal leadership and self empowerment. She works with clients who are stuck doing what they think they “should” be doing, rather than what they want to be doing. Her specialty is helping people fall in love with themselves so they can fall in love with their life.

Her work experience spans Strategy Consulting at Bain & Company, Product Management and Strategic Development at a successful start-up, and Executive Director of Product Management and Strategic Planning at AOL.

Manuela left the corporate world behind 4 years ago, when it became clear that she was feeling deeply unhappy despite her career success. She decided to give up the career she had worked so hard for to get back in touch with who she was and to find a vocation she loves. She realized that looking successful on the outside means nothing without feeling successful on the inside. And in order to feel successful on the inside, she had to fully accept and fall in love with herself first. Today, she is sharing the process she went through with other professionals who feel unfulfilled or stuck in their lives or careers and helps them rediscover their passion and purpose.

Manuela completed her coach and leadership training at the Coaches Training Institute and her relationship systems training at the Center for Right Relationships. She holds a Bachelor of Science in Business Administration from the University of California at Berkeley.

Public Speaking

Manuela’s audiences walk away with new insights and practices that they can implement right away to increase their confidence, improve their relationships, and re-power their lives and careers.

Her most popular presentations include:

• Transform Your Inner Critic into Your Inner Champion
• The Five Fallacies of Success that Keep Us Overworked, Overwhelmed, and Unhappy
• Authentic Leadership: Making an Impact While Being True to Who You Are

You can register here for her upcoming workshops.

Pro-Track Profile

Manuela is a member of the Northern California Chapter of the National Speakers Association Pro-Track class of 2011.

I interviewed Manuela during a recent Pro-Track class and reviewed her reasons for enrolling in the program and why she recommends it to others. She also shares her insights into her role as a life coach and a simple but powerful tip to help people improve their self-esteem. To hear what she told me, click on the podcast icon below.

Interview: Manuela Pauer [ 5:18 ] Play Now | Play in Popup | Download

I’ve blogged about ways to represent large numbers that uses images of a trillion dollars stacked on pallets. Now, thanks to Kostas, my financial adviser, here’s a fascinating chart that’s all about money.

To view, be sure to click on the ‘+’ symbol in the upper left of the screen a few times until you can see the chart detail. There’s graphical representation of the value of dollars, thousands, millions, billions and trillions. It’s all here, from the cost of buying the world a Coke – and teaching the world to sing – to the value of $1000 invested at 5% over time:

Given the focus on the 1% that the Occupy movement has, this part of the chart shows that they might want to narrow the focus to the top 1/500th percent:

Elsewhere in the chart it shows that the 1.6 million US households which make up the top 1% claim a fifth of all household wealth ($2 trillion) while the next 9 million households share the next $2 trillion, down to the 63 million households making up the bottom 50% who earn below $55,000 annually. That, together with the chart showing the hourly income of CEOs today compared to production line workers, makes for some compelling infographics to paper the walls of your tent in Zuccotti Park.

Earlier this month I spent an evening in the Palo Alto Community TV studios being filmed for the monthly Toastmaster Time TV production. This long-running show features speeches by members of different San Francisco Bay Area Toastmasters clubs. Archived speeches go back to 1997.

Delivering a speech in a TV studio

I’d given my speech, A Tale of Two Cities, a couple of times before at different Toastmaster Club meetings. I thought I knew it well enough and felt comfortable with the content. However, being in the studio was a new and totally different experience. Not only was there the darkened room with the bright lights in my face and the camera angles to become comfortable with (“speak to the red light as if it is a person”), there was also the challenge of projecting myself into the fish-eye lens of the camera versus the responsive face of a member of an audience.

Dealing with two cameras was a challenge – I wanted to make a seamless transition from one camera to another and not be caught looking at the wrong lens. Watching for the red light was something that takes getting used to.

There was also the “hurry up and wait” aspect to sitting in the studio for over two hours while the producer assembled the volunteer crew, arranged the lights and resolved all the technical issues. Then, suddenly, it was time to deliver the speech without a teleprompter or notes. I thought I’d remember the content. I was wrong.

I hit the main points with one glaring exception. My close depended on an earlier reference to the smells of Paris: the Gauloise cigarettes, the garlic and the girls perfume. But when I reached the end I suddenly realized I’d forgotten to set this up. C’est la vie.

Lessons learned

Learning to present on camera is a skill that takes practice, my first attempt made me realize just how many pieces of the puzzle need to be in place for it to look natural. Being a part of Toastmaster Time gave me a deep appreciation for what the executives I support in my day job go through when they are on camera. Providing notes on a comfort monitor or card is essential. Schedule sufficient time before the broadcast for a run through. I’d recommend speechwriters and executive communications managers give a speech in a TV studio in order to appreciate the challenge clients face.

Last week I enjoyed an evening at the SVForum Tech Women’s meeting (men welcome!) hearing a presentation by Kim A. Page on ways to make a presentation unforgettable.

Since the early 1990′s, Kim has worked as a consultant and trainer within the areas of communication and innovation for multinational and local organizations. She’s had several articles published about her communication and innovation methodologies and she is fluent in six (!) languages. Her background is in the fields of dramaturgy, communication and organization development.

Making Presentations Unforgettable

Kim shared tips and tools that help make presentations effective and unforgettable. During her session she discussed the contract between the speaker and his/her audience. The audience brings their “intentional attention” to the event. The speaker is responsible for giving a talk that respects the audience in terms of both duration (not going over time) with content that is authentic, honest, well-researched and delivered in a flexible, juicy manner:

The audience wants to feel that this is special. I’m giving you my diamond, I’m present, I’m here. Give me something that I can use in my life, that’s relevant…

Here’s some edited highlights from her talk.

Five Speech Preparation Secrets

Kim wrapped up the evening by sharing five speech preparation secrets. You’ll be surprised and delighted to hear that buying new underwear can play an important role in helping you prepare for your next talk! Watch the video to find out why.

Paul Larsen is an engaging and inspiring business consultant with over 20 years of experience within the business world. He has a proven track record of success in advancing strategic thought, streamlining operations, driving profits, and maximizing organizational growth and development within Fortune 100, start-up, high-tech, and non-profit environments.

Paul realizes that many organizations today are overrun with the “tourist” mentality: “Let someone else figure it out and then tell me what to do.”

Paul asks:

On life’s journey…are you a Tourist or a Traveler? Do you drive your tour bus or let someone else do the driving? Do you set your own itinerary or let someone else schedule your life?

Paul relishes all opportunities to transform leaders and teams from being “tourists” in their own companies into being “true travelers” and thus, take initiative and ownership for their results. The outcome is the creation of a well-connected, agile and motivating workplace of amazing results.

Paul is a frequent conference and workshop speaker on leadership and development at such organizations as the Southern Oncology Association of Practices (SOAP), American Society of Training & Development (ASTD), and the Northern California Human Resource Association (NCHRA). His organizational development work has been featured in the latest book, Consulting on the Inside by Bev Scott and B. Kim Barnes. And his latest article, “Your Front Office: Create Fantastic First Impressions that Last!” was recently featured in the journal of the Professional Association of Health Care Office Management (PAHCOM).

Paul has a B.A. in History from the University of the Pacific and a M.A. in Human Resources Organizational Development from the University of San Francisco. He is a current member of the Society of Human Resource Management (SHRM), NCHRA, ASTD and the Bay Area Organization Development Network (BAODN). In his spare time, he can be found somewhere in the world helping communities as a member of a project team with Global Volunteers.org.

Pro-Track Profile

Paul is a member of the Northern California Chapter of the National Speakers Association Pro-Track class of 2011.

I interviewed Paul during a recent Pro-Track class and reviewed his reasons for enrolling in the program and the value he gets from the “learning community” of fellow speakers. He also shares his insights into his role as a coach and consultant. To hear what he told me, click on the podcast icon below.

Interview: Paul Larsen [ 4:57 ] Play Now | Play in Popup | Download

I help edit SPEAKER Magazine for the National Speakers Association (NSA). Each month I curate the Relevant Resources column – a list of time-saving tools and technologies.

The October list focuses on resources for writers and writing.

Montblanc Fountain Pen – Writing with a quality fountain pen is like making love to your words as they flow sensuously onto the page. The exquisite Montblanc Meisterstuck collection is crafted from black resin and 18K gold with rhodium-plated inlay. Its barrel and cap are made of black precious resin inlaid with the coveted Montblanc emblem. A pleasure for the hand and eye, this pen is sure to conquer the page. Prices vary by custom design.

Rite in the Rain All Weather Notebook – Rite in the Rain is a truly amazing paper that is created for writing in all-weather conditions; from the torrential downpours of the Pacific Northwest to the blistering heat and humidity of a Midwest summer’s day. You can even use it in the bath or shower, or any place where you’re prone to spill food or drink. Starting at $3.95 for a 3″ x 5”spiral-bound pocket notebook.

Moleskine Notebooks – For two centuries Moleskine has been the legendary notebook of artists, writers, and intellectuals. A hardy travel companion, the notebook comes in a variety of sizes and styles, including hard and soft cover sketchbooks, storyboard notebooks, pocket notebooks, and ruled or plain classic writing notebooks. Each is made with acid-free paper and undergoes an environmentally friendly manufacturing process. Starting around $12.

LogiPen NOTES – Convert your notes into digital format with LogiPen NOTES, an innovative pen that captures everything you write and sketch electronically for later editing and sharing on your computer. Write on any type of paper (scratch paper, business cards and napkins) and LogiPen magically converts your scribbles into manageable text files. Compatible with Mac OS X, Windows 7, XP and Vista. $98.50

Old School Lap Desk – When writing in your PJs, keep it classy with the Old School Lap Desk. Elegantly crafted with a cherry-stained finish and brass-hinged top, this desk offers a simple solution when working from home or traveling. The top opens to provide access to a divided storage space with soft green felt to protect your documents, and a foam bead-filled pillow ensures comfortable lap placement. 4.5″ tall x 17″ wide x 14″ deep. $54.49.

The Associated Press (SP) Stylebook – has gone mobile and its 2011 edition is packed with 500 revisions, including a new food, wine and spirits section, and expanded social media guidelines. Download this app to put the journalistic standard for writing at your fingertips. Available for iPhone and Blackberry. $24.99

New York Messenger Bag – Tote all your writing gear in this classic NY Messenger Bag from Manhattan Portage. It has plenty of zippered pockets for keys and small gadgets, and a roomy interior for your books or laptop. Made of Cordura classic fabric with water resistant coating and double reinforcement on the corners for durability. 22″ x 12.5″ x 8.5″. $79.00.

Verilux Modern Natural Spectrum Desk Lamp – Natural lighting contributes to an overall sense of well-being by increasing energy and reducing headaches. The Modern Natural Spectrum Desk Lamp from Verilux is easy on the eyes and energy consumption. The Optix lens focuses natural light while decreasing glare. Includes a 10,000-hour bulb and one-year warranty. $129.95

Planon DocuPen – Making copies is SO yesterday. Scan and store information from books, articles and brochures with the Planon DocuPen, a sleek portable scanner the size of a pen that can process full pages of text and graphics, and store up to 100 images. DocuPen X Series products provide high-quality images and improved functionality for today’s multitasking professional. Includes leather case, USB cable and software. Starting at $299.

Dragon Naturally Speaking Software – Turn ideas into text at the speed of thought when you dictate your words using Dragon Naturally Speaking speech recognition software from Nuance. Three times faster than typing, Dragon allows you to create and edit documents while focusing on your content instead of the pain in your wrist. Invest in the Premium Edition so you can download audio files from any digital recorder and transcribe podium presentations in a flash. Available for the Mac and PC. $199.99.

You can view articles from the current edition and subscribe to SPEAKER magazine on the NSAwebsite.

Madelyn Mackie is a Professional Development and Career Advancement expert. Having successfully navigated careers in biochemistry research, Tony Award winning theaters and major nonprofit agencies, she brings experience, motivation and step-by-step action plans that will Activate Your Career Dreams!

Ask any 5-year-old what they want to be when they grow up and they might answer, “a firefighter,” “an astronaut” or even “President of the United States.” Madelyn Mackie dreamed of being a Superhero and using her talents, strengths and unique gifts to change the world. Madelyn believes that the road to career success and happiness starts with having and living BIG dreams. In college while researching articles for tenured chemistry professors, she dreamed of finding the cure for cancer and other lifesaving scientific discoveries. While working in small community theaters, she dreamed of being a part of with Tony Award winning productions. And up until a few years ago, she dreamed of a job that would allow her to leap tall buildings in a single bound and save the world!

All those big dreams have come true.

Career coaching

Madelyn believes that life is too short to be unhappy, work at a job you hate and not make a difference. She brings experience, motivation and step-by-step action plans that will motivate everyone to activate their career dreams.

Madelyn’s newest workshop, Activate Your Resume! helps individuals refresh outdated resumes, highlight their strengths and showcase their experience for their next dream job. Participants will walk out with a professional, current, stylish resume that will get results!

In today’s competitive job market, Human Resource Managers want more than just a professional, confident, smart candidate with a charming personality. Madelyn’s Activate Your Interview! workshop promises give you the confidence you need to land the job. Find out the best way to research a company before you walk in the door. Learn how to answer the top 10 interview questions and the dreaded “uh oh” question. Discover the one thing you should bring to every job interview that will help you stand out from the pack.

For more information on Madelyn’s speaking presentation and workshops visit ActivateYourCareerDreams.com

Pro-track Profile

Madelyn is a member of the Northern California Chapter of the National Speakers Association Pro-Track class of 2011. As part of the class, she has created an intriguing demo video.

I interviewed Madelyn during a recent Pro-Track class and reviewed her reasons for enrolling in the program and the value she gets from the classes. She shared her insights into job searching, the value of LinkedIn and a key tip to customize a resume. To hear what she told me, click on the podcast icon below.

Interview: Madelyn Mackie [ 5:28 ] Play Now | Play in Popup | Download