The final day of the 2012 Ragan Speechwriters Conference ended with a Speechwriter’s Survival Guide Panel session:

Caryn Alagno (CA), SVP, Corporate Issues at Edleman
Mike Long (ML), Freelance Speechwriter
Colin Moorehouse (CM), Freelance Speechwriter
David Murray (DM), editor of Vital Speeches of the Day
Pete Weissman (PW), Freelance Communications Strategist and Speechwriter

Fletcher Dean, Director of Leadership Communications at The Dow Chemical Company was the moderator.

1. If you are an unemployed speechwriter, or a freelancer between assignments, join an Association of communicators like IABC or NSA, volunteer to meet everyone. Then join an Association, such as for biotechnologists, where there are no other speechwriters, pass your business card around to make contacts. (CM)
2. Be known for something, develop your expertize in a specialized niche. “People need to believe you are good at something before they’ll believe you are good at everything.” (CA)
3. Use technology to be productive: Evernote to file ideas; Dragon Naturally Speaking for transcriptions; Scrivener to organize facts; voice replay on PC or Mac to have computer read speech back for proofing; Carbonite and thumb drives for backups. (PW)
4. Stop writing for the “speakers voice”, write for content. (ML)
5. Don’t follow in footsteps of old school, cynical writers who would hammer out a speech for anyone with the bucks to hire them. Connect with what you are passionate about. Connect with your industry, connect with other speechwriters. (DM)
6. Be more than a speechwriter, become a content strategist by injecting facts and statistics into speeches. Repurpose content into Op-Ed’s, Employee newsletters and more. (CA)
7. Learn the ask the right questions: What headline do you want the speech to generate? What news can the company announce? Are there any landmines or sensitive issues to avoid? What is the audience’s biggest problem? What unique point of view does the speaker bring to the issue? (PW)
8. Freelancer’s must know what their monthly “nut” is – how much do you need to earn to pay the bills? (ML)
9. Don’t charge by the hour, or word, charge by the project. You’ll work fast and make more and the client will have the comfort of knowing the total cost up front. (ML)
10. Develop a sense of humor, all speechwriters who survive learn not to take things too seriously. (DM)
11. Once you have made contact with potential clients at the level of exchanging business cards, call for a follow-up lunch, listen to their issues, ask about their life. At the end of the meeting ask for permission to keep in touch and, finally, ask if they know anyone else you can talk to. Do this with each contact and it will lead to paying clients very quickly. (CM)
12. Term what you write as “CEO remarks”, not just a speech. Consider rebranding your role to make yourself more relevant to each client. (CA)
13. Respect your skills as a storyteller who, as Hitchcock noted, is “life with the dull parts left out”. Enjoy talking to the influential people who you meet and you have the freedom to ask them probing questions. (PW)
14. Juice your creativity with a simple, practical writing exercises. Example: Describe everything you can about a chalkboard, now list the ways these qualities are like love (both are easily erased, never quite clean, leaves some dust in the air). (ML)
15. Find other outlets for your creativity beyond speeches. If the CEO won’t take your counsel, volunteer on the board of a non-profit. Write magazine articles at the weekend. (DM)
16. Expect to charge between $5,000 – $12,000 for a high-stakes speech and if you write fast and limit the re-writes you can earn $600/hr. (ML)

The first day of the 2012 Ragan Speechwriters Conference at the Mayflower Hotel in Washington DC concluded with a blue-ribbon panel of former Presidential speechwriters (from both parties) calling for more discipline on the part of contenders for the USA’s highest office.

George H.W. Bush speechwriter Chriss Winston said Republican candidates are focused too much on process and the negative campaigns of their opponents instead of their vision of how to turn the country around. They need to discipline to focus their message. Reagan-era speechwriter Clark Judge agreed that the 24-hour media coverage will unseat those who practice politics as usual:

“Presidential communications begins with the discipline of thinking through what you’re saying, who you’re saying it to, how you’re saying it and whether you’re going directly through cable to the country or if you’ll be mediated by reporters picking out sound bites.”

The partisan speechwriters naturally talked up their own champions strengths and highlighted the weaknesses of the opposing party. However, moderator Lenny Steinhorn, in a clever twist, asked them to state what they’d advise if they were writing for the other side.

Here’s some of the comments that struck me.

President Obama’s strengths and weaknesses

• Gets a lot of flack for using a TelePrompter, but at least this shows he has planned his remarks and does not go off message or ramble. Some attributed this to his relatively short tenure as a senator, and those who have long senate records tend not to succeed as candidates (Kerry, Dole, McCain) who have the muscle memory of years of long-winded Senate speeches to overcome.
• There’s a danger in his expertise with rhetoric and he needs to back up his speeches with actions. Style alone, where he’s the clear leader, won’t win alone. Content matters. Tie deeply held values to policy specifics.
• His approval ratings have a “trading range” of 40-50% – if he’s at the top of that range in November he’ll probably win, if at the bottom, probably lose.
• Obama was elected because his bio and the vision he had for America came together in a compelling manner. However, his speeches while in office have often lacked this. His core message since in office has shifted from Hope/Change to the Problem I Inherited to the Car in the Ditch to Millionaires and Billionaires to Fair Play by the Rules to the War on Women.
• He’s weakest in terms of gas prices and the economy and the eventual Republican opponent needs to focus on this.
• There’s a danger that the more he speaks on the economy the lower his ratings will go. It reminds people of the things they don’t like about him. Addressing contraception was a good move.
• One suggestion from George W. Bush speechwriter Jonathan Horn is that Obama seize on the 1862 Preliminary Declaration on Emancipation as something all Americans can take pride in and refer to it in his September 2012 Convention speech.

Mitt Romney’s strengths and weaknesses

• There was general agreement that Romney was the most likely Republican candidate. Minimal mention was made of Santorum or Gingrich.
• The most frequent demand was that Romney tell his story to the American people. Bush in 1988 is seen as a role model for Romney: a decent guy who can present an alternate view of government. Yet no-one knows his story. Romney needs to tell the story of his family, going back to his Dad who was an incredible speaker, but by no means an immigrant from Mexico! Romney needs to let people know what his core values are. The Convention speech is the ideal time to reframe his story and share what he believes. (I was fascinated not one panelist mentioned that were he to tell his whole story it would have to include what took his ancestors to Mexico in the first place, and the central role the Church of Latter Day Saints plays in his life and how he must have more than a passing fluency in the French language. But, to my knowledge, neither a word of French nor mention of the Angel Moroni has ever passed his lips on the campaign trail.)
• He’s far more than the “successful businessman”. This is too clinical. There are awkward aspects to his wealth for some, but none that Bush did not face in ’88, and overcome with the “jiu-jitsu” comments about living in an ordinary home in Texas, sweeping Andover and Yale under the rug.
• Romney needs to define himself as the man of the moment.
• He must offer a clear, concise vision of where the country should go and focus on the economy to beat Obama.

In Conclusion

Overall, this was an enlivening panel discussion where current political differences in the USA were debated in a civilized manner. However, it might be a measure of how far down the divisive path America has come that some of the European attendees at the Ragan Conference were aghast at the level of partisanship. I guess they need to watch a few CNBC and Fox News shows, followed by a drive-time commute with Talk Radio, to realize how constructive the panel discussion actually was.

Congratulations to Annelies Breedveld for winning the 2012 Cicero Speechwriting Award with her wonderfully crafted speech for General Peter van Uhm, Chief of Defense for The Netherlands “Choosing the Gun”

“I do not stand here today to tell you about the glory of weapons. I do not like guns, and once you have been under fire yourself it brings home even more clearly that a gun is not some macho instrument to brag about.”

An awesome speech about a controversial topic, way more sophisticated than the simplistic Second Amendment bleating of the NRA. See for yourself.

I’m off this week to the 2012 Ragan Speechwriters Conference in Washington DC. It’ll be my fourth conference and the second one at which I’ve presented. As in 2009, I’ll be podcasting interviews with attendees and presenters and grabbing some video with my Flip video camera to post to YouTube. It all fits with the theme of my own presentation, scheduled for 10:15am Thursday:

Speechwriting in the Age of Social Media

Do you want to augment the power of your client’s speech before, during and after the presentation? Social media tools such as Facebook, LinkedIn, YouTube, Twitter and blogs offer exciting and effective ways to boost mindshare–if you leverage them correctly. The online audience for a talk can be many times the size of, and as important as, the audience in the room. Ignore social media at your peril.

A full preview is available at this Presentation Home Page.

Follow the conference on Twitter at #raganspeech

Rod Dunican is an accomplished senior manager and trainer, whose entire career has been centered on delivering exceptional results with a positive, “can do” attitude. With more than 25 years of experience, Rod shares his thirst for learning, managing and personal growth to help individuals and organizations thrive.

Professionally, he has served in the roles of Director of Project Management, Director of Operations and Chief Operating Officer. In 2003, he began Rod Ventures, an organizational learning and development company specializing in management consulting, training and project management. He recently led a team to complete a successful, two-year $1.25 million project for Wikimedia—the non-profit that guides and runs Wikipedia.

Having provided training for start-ups, non-profits and Fortune 500 companies such as Chevron, Gap, Cisco and Wikimedia, Rod continues to be fascinated by existing and emerging organizational cultures and their affects on the people within those cultures. Since experience has taught Rod that business is always personal, he often uses the workplace as a starting point to coach individuals.

As a speaker and trainer in the U.S. as well as internationally, he has engaged audiences in conferences, universities, and corporate settings. His low-key, fun approach to the insanity of work, life and parenting has led to seminars that include: “We Need to Talk: The Perils and Challenges of Speaking in Public”, “Presentations Skills for Introverts” , “Relationships, One Man’s Perspective” and more.

Pro-Track Profile

I caught up with Rod at a National Speakers Association (NSA) Northern California Pro-Track class and asked him about his work training academics and others on behalf of Wikimedia. We wondered if there was a Wikiepdia entry for the NSA. There is, although members could probably contribute more content to make it a richer resource. Finally, Rod shared what attracted him to enroll in Pro-Track.

To hear what Rod told me, click on the podcast icon below.

Podcast: Play in new window | Download (Duration: 6:50 — 1.6MB)

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You’ve always heard you have a way with voices. You make all your friends and family laugh with the crazy characters you play. Or maybe you’ve been told you have an excellent speaking voice. You don’t need a voice coach. You’re ready to embark on a career as a voice actor now. Or are you?

Just because someone is told they have a beautiful singing voice doesn’t mean they sign a record deal the next day. Reality television shows like American Idol have, ironically, given a lot of people unrealistic ideas of what it takes to break into a competitive business. The same is true of voice acting. Natural talent is a must. But so is hard work. Before you can withstand the rigors of voice acting, you need to learn how to care for your voice, and how to make the most of it. A voice coach can help you do those things. Here’s how to find one.

Classifieds/Yellow Pages

The most obvious choice—the Yellow Pages. Yes, they still exist. But you don’t have to pull out that thick, dusty book you’ve been using to prop up your computer monitor. The Yellow Pages are online now. So are a few competitors. You should be able to find voice coaches in your local area on one or more of these sites. If all else fails, you can go ahead and flip through that book you never thought you’d have to use again.

Online

Other than searching local listing sites, there’s always a regular Internet search. Open a search engine and start looking by entering words and phrases that pertain to what you’re seeking. Mix it up to get the best results. For example, the most common search will be “voice coach” followed by your city, or the nearest large city. You can also try “voice teacher,” “acting coach,” and “singing coach.” A teacher who specializes in acting or singing may still be able to help you with your voice acting, or at least refer you to someone who can.

Word of Mouth

Do you already know some voice actors? If so, they’re going to be a very valuable resource to you. Ask them if they’ve worked with voice coaches, and see if they’re willing or able to refer you. You can also speak with agents who represent voice actors, and request their advice on a voice coach to work with. Also check out voice actors’ Web sites. They may talk about how they started their careers, or even have a page of resources new voice actors can use. If they don’t, try sending them an e-mail and politely ask whether they can point you in the right direction. The worst they can do is either say no, or not respond at all, but it’s worth a shot.

You may have loads of voice talent, and be destined for voice acting stardom. But you’d be doing yourself a disservice if you didn’t at least try to improve your skills before you start sending out demos.

Sarah Stockton is an Outreach Coordinator for Voices.com, a site connects businesses with professional voice talents. She enjoys helping potential voice talent find their start in the voice industry.

I was interviewed earlier today on the “People Make a Difference” show hosted by Danny Brassell from California State University, Dominguez Hills that showcases the positive contributions of people in various communities . I met Danny in late 2011 at a National Speakers Northern California Chapter event and he invited me to be a guest on his show.

We discuss my work as a speechwriter in Silicon Valley and the aspects of the job that I enjoy most.

Timothy Tosta is a cancer survivor, a seasoned hospice volunteer and a widely acclaimed speaker and lecturer. He is the author of two books and a featured columnist of the Daily Journal, California’s leading daily legal newspaper. Tim is an executive coach to legal and business communities. He also is recognized as one of California’s leading land-use and environmental attorneys.

Tim has spoken at annual meetings, conferences and conventions of, among others, the American Bar Association, American Institute of Architects, American Planning Association, California State Bar Real Estate Section, California State Bar Trusts and Estates Section, National Association of Real Estate Editors, Practicing Law Institute, California Association of Appellate Lawyers, Urban Land Institute, California City Managers Foundation, Association of Corporate Counsel, and California Coalition for Compassionate Care. In addition to the topics of planning, development, sustainability and the environment, related to his legal career, Tim is a frequent speaker to legal and business gatherings on topics of human potential, fulfilled living, and conscious dying.

Transformative Listening

Tim’s currently most requested talk is Transformative Listening, in which he describes how one of the most fundamental human competencies in establishing and maintaining relationships – listening – has become a lost art. Tim shares what he has learned about listening from his experiences as a 37 year veteran of law practice, a 20 year cancer survivor, a parent and husband and an eight year hospice volunteer. Tim demonstrates how to build listening skills that allow you to break through communication barriers that separate you from authentic relationships and fulfilled living.

Author and Blogger

Tim is the author of #DEATH tweet, Book 01 – A Well Lived Life through 140 Perspectives on Death and Its Teachings and #DEATH tweet, Book 02 – 140 Perspectives on Being a Supportive Witness to the End of Life. He currently is writing his third book, with his wife Nancy, #DOG tweet – 140 Perspectives on What Our Dogs Teach Us About Being Human. In addition to his monthly columns for the Daily Journal, Tim also blogs on life and death issues at Coaching Counsel.

Pro-Track Profile

I had a chance to talk with Tim at a recent Pro-Track 2012 class. I asked him about his background as a native of the Bay Area, his legal career and life since he was diagnosed with cancer 20 years ago. He told me about his work with the dying in hospices and what career professionals can learn from this. To hear what he told me, click on the podcast icon below.

Podcast: Play in new window | Download (Duration: 6:36 — 1.5MB)

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In 1985, controversial French sociologist Michel Maffesoli created the term “urban tribe” to describe groups of people who share common interests. The current issue of The Economist has a fascinating article about the subdivisions of urban China into various improbably named tribes (or zu in Mandarin).

These include:

• Yi zu, or ant tribe—recent graduates from outside the main cities who move to urban areas, live cheaply, work hard, often in low-paid jobs. This term was term coined by Chinese sociologist Lian Si in his 2009 book, Ant Tribe. He says “They share every similarity with ants. They live in colonies in cramped areas. They’re intelligent and hardworking, yet anonymous and underpaid.”
• Ken lao zu, the bite-the-old tribe, those between 25 and 35 who are underemployed or out of work, still at home and sponging off their parents.
• Jia wan zu, the marry-the-bowl tribe. These are young women searching for that most stable of husbands, the one who holds a government (or “iron rice bowl”) job.
• Yin hun zu, the hidden-marriage tribe. Women in their 20s who hide the fact that they are married, knowing they will not be hired or promoted in paternalistic Chinese companies unwilling to grant maternity leave.
• Wo ju zu, the snail-house tribe who can only afford a postage stamp of an apartment.
• Ben ben zu, the rush-rush tribe, to which, in fact, most urban Chinese belong.

and last, but not least:

• Nie nie zu, the crush-crush tribe, so named because they go into supermarkets and take out their frustrations with urban life by standing in the aisles crushing packets of instant noodles. Well, why not? It beats going postal.

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 January/February edition lists books recommended by NSA members as inspiration for the New Year.

Go Ahead and Laugh: A Serious Guide to Speaking with Humor, by Rich Hopkins

Having trouble finding your funny bone? Go Ahead and Laugh takes a unique approach to understanding how to add humor to any speech and enhance your message. Hopkins provides a step-by-step breakdown of 11 different speeches, along with a few bonuses, to get your audiences laughing. If you want to be funnier, implement techniques to make your speeches more effective, or just see great examples of humor in action, this book is perfect.

The Seven Basic Plots: Why We Tell Stories, by Christopher Booker

People spend a phenomenal amount of time listening to stories, and we respond strongly to well-told stories. This monumental 720-page book reveals the seven basic plots latent in the minds of any audience. Knowing these archetypes and how they operate, allows speakers to craft presentations that spur action.

World Wide Rave, by David Meerman Scott

Jam-packed with brilliant insights and practical ways to propel a brand world-wide. Check out this book if you’re looking for the latest approaches to help clients or audiences powerfully position or expand their branding presence in the marketplace. Scott shows you how to use new media/social media to build a “rave” following by applying his six dynamic “Rules of the Rave.”

The Millionaire Messenger, by Brendon Burchard

Want to uncover the strategies successful people use to position themselves as experts? Burchard’s advice is especially important to professional speakers, as he covers how to package your message, deliver value to your audience, and build a profitable business as an industry expert. His story resonates with new and veteran speakers, and he provides invaluable suggestions to help you get ahead in today’s competitive marketplace.

The Back of the Napkin: Solving Problems and Selling Ideas with Pictures, by Dan Roam

Can drawing on a humble napkin be just as powerful as or more powerful than using PowerPoint slides to communicate your ideas? This visual thinking is a great tool for working though complex business ideas and brainstorming to help you think outside the box. In his book, Roam demonstrates that everyone is born with a talent for visual thinking, even those who swear they can’t draw.

Resonate: Present Visual Stories that Transform Audiences, by Nancy Duarte

Nancy Duarte wrote Slide:ology and became the Queen of PowerPoint. In her latest book, Resonate, she explains how to understand audiences, create persuasive content and structure a talk before firing up PowerPoint. By leveraging techniques typically reserved for cinema and literature, you’ll learn how to transform an ordinary presentation into an engaging journey. Check out her unique analysis of presentations using ‘Sparklines’ and see how you measure up.

On Apology, by Aaron Lazare

Popes, politicians, powerful executives, professional speakers–we all need to be fluent in the most graceful and profound of all human exchanges; a genuine apology. Lazare analyzes apologies—both effective and ineffective—and explores how a sincere apology can heal and serve “not an end but a new beginning.” On Apology includes insightful stories from people around the world, current events, literature and history.

Get Rich Click! The Ultimate Guide to Making Money on the Internet, by Marc Ostrofsky

This book will change how people think about the role of the Internet in business and how to make a profit online. Ostrofsky introduces readers to the reality of online business and offers tools to succeed. Some action items are easy as double-checking how your website is structured; others involve big-picture strategy. Get Rich Click! covers everything from saving money to making money with your social media efforts, AdWords, SEO, affiliate marketing, mobile apps and Internet video.

You can subscribe to SPEAKER magazine on the NSA website.