My presentation at the 2009 Ragan Speechwriters Conference was delivered at the end of day one of the main event.

It was billed as follows:

Do you want to double or triple the size of your speaker’s audience without even leaving the office? These days you have the power to reach more people, any time of the day by turning your speeches into podcasts and Web postings. By simply putting an audio recording on a Web site and letting people subscribe to a feed, you’ll have a powerful way to extend your speaker’s voice to people not otherwise in the audience. Same with a blog. Unlike a scheduled speech, podcasts and blogs are always available. Drawing on his experiences as an executive communications manager at Hewlett-Packard, Ian Griffin will share best practices from the corporate world and tell you how to:

• Record, edit and post a podcast to the Web and iTunes
• Choose the best options for hosting and distributing podcasts
• Find technical help and information on audio equipment and sound editing software
• Know when it’s appropriate to repurpose a speech to a blog, Web site or podcast

I set up the trusty Flip Mino video camera on a tripod by the projector and let it run. There were only two problems with this. One – I did not realize a light behind me was too bright and my face was obscured when I stood at the podium. Two – I would occasionally wander off-camera, out of shot.

Despite these limitations, the video and sound was sufficient to capture the content. It’s a nice supplement to my audio resource Podcasting 101. I guess this is Podcasting, Upper Division.

In three parts.

in this extract I discuss the advantages of repurposing a speech, and why an inexpensive digital audio recorder is a speechwriters best friend.

Following Ted Sorenesen’s moving keynote address to the 2009 Ragan Speechwriters Conference, Laure Vincent of MasterCard Worldwide won the first Annual Theodore C. Sorensen Speechwriting Award for best organizational speech of the year. The text of her speech, written for Walt Macnee, President, Global Markets, MasterCard Worldwide is
available here.

It was delivered to an audience of 2,000 in Sao Paulo, Brazil on August 28, 2008.

I caught up with Laurie after the presentation and asked her how she felt about winning the award and something about the background to the speech.

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

Podcast: Play in new window | Download (Duration: 4:37 — 1.1MB)

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Ragan Speechwriters Conference Meeting Report

Mike Long works for The White House Writers Group. He was the first speechwriter who had not worked in the White House to be invited to join that group of Republican Presidential speechwriters. As a writer with experience as a stand-up comic they wanted his ability to write humorous speeches. He works from a home office for a wide variety of clients.

Introduction

• Freelancers must always be on the lookout for clients and money.
• To make your income this way requires a leap of faith.

Part I: Foundation of Freelancing

• ONE: Ask yourself: Are you ready? Don’t let fear undermine your answer. You’ll need the fortitude to rise above circumstance – look terror in the eye. Can you see though trouble? Can you deal with 1-2 months of no work when you start out? Have two months of income set aside before starting. Four months is better. Don’t expect to front-load more than two months work before you become a freelancer. A Home Equity Line of Credit is a good idea to bridge the gap. Is your family ready – especially if you are the main breadwinner? This could put a strain on your marriage. Divorce happens. [NOTE: Sorensen credits the strain of working with JFK for the break-up of his marriage; Schlesinger noted the stress-related illnesses White House speechwriters suffer from.]
• Can you legally and ethically take clients from your existing company? Don’t risk your reputation stealing clients. Word will get around.
• If you crave structure and someone else telling you what to do, don’t freelance.
• Marketing and networking is key to getting work!
• You know you’re ready if you are ready to ‘never say no’. Never turn down work. Accept every contract – you can never get it back if you decline. If you get more work than you can handle farm it out – partnerships (like the White House Writers) are born that way.
• TWO: Think about practicalities. If you have a stay-at-home partner it could be a problem – will they be comfortable with you around the home? Again, think of your marriage.
• You need a proper office to work from, not the kitchen table or a side-table in the bedroom.
• Don’t extend yourself financially. Avoid spending money on:
• – A second phone-line – your cell phone makes a great work number.
• – A website – most work comes from word-of-mouth.
• – Office space in town
• – A fancy logo for your business card or a fancy desk for your office. [I have a solid core door from the dumpster outside a commercial construction site as my desk – works great!]
• Know the “nut” you need to make each month (rent or mortgage; food; health insurance). Understand you need to add new expenses (30% of gross for taxes since you now pay higher Social Security). Consider Disability Insurance.
• You must genuinely enjoy the writing. Best freelancers see it as a passion, as play.

Part II: Money

• “Administrivia” is a bigger deal than you think. Have systems in place.
• Set aside money from each contract in separate accounts – 30% into one for taxes; the balance into savings. Pay yourself a regular ‘paycheck’ for the ‘nut’ and other expenses into your checking.
• Keep file of Invoices due by your desk so you know how much is owed you. Another one for receipts. Track all tax deductable expenses.
• Have formal systems for handling money.
• Retainers are king! Try and arrange a flat fee from clients for a certain number of hours. Make this less than your hourly rate. Worthwhile since you don’t have to prospect for the incomes. Some months you’ll work less, others more, for the same regular income.
• Best to charge by the piece if possible, not the hour. Clients don’t want the hourly count, they want product. Realize a good executive speechwriter working freelance brings in a minimum of $100-$150/hr. People who hire you (PR and comms staff at companies) may be earning considerably less; avoid potential resentment by charging by the piece instead of by the hour.
• How much to charge? Use this simple formula: consider how many hours the work will take, add a few for unforeseen extras, then multiply that number by the hourly wage you wish to charge.
• Don’t nickel and dime clients. Cover your own parking, phone etc. Pick up travel costs if you are on a fat retainer. True professionals absorb these costs. Even offer to pay hotel rooms if you travel to events. Depends.

Part III: Finding Work

• Everyone is the freelancer’s friend! Never know where work will come from. Mike’s neighbor mentioned he was a writer to a relative who asked for a bid.
• Let everyone know what you do and tell them that you rely on people like them for leads.
• Speaking at events like the Ragan Conference brings work. Fuels your confidence.
• Don’t limit yourself to speechwriting. Do any writing that pays the bills.
• Practice donor maintenance. Stay in touch with people. Forward articles. Keep your name in front of them.
• Get enthusiastic about the things you write about.

After videotaping the Sorensen keynote I took the opportunity to engage in some good old-fashioned audio interviewing. There was a line of well over 150 people – half the audience – waiting patiently for Mr. Sorensen to autograph copies of his latest book, Counselor: A Life at the Edge of History

I asked some of these speechwriters from around the country what they thought of the keynote speech they had just heard.

To hear what they had to say, click on the podcast icon below.

Podcast: Play in new window | Download (Duration: 6:32 — 1.5MB)

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Following his prepared remarks Ted Sorensen took questions from the audience of speechwriters. He was asked what advice he would give to the new Obama speechwriting team. He also commented on the importance of leaders being effective communicators.

In the final few minutes of his keynote, Sorensen talks of the importance of speech outlines and mnemonic devices. In comments that will be of especial interest to my colleagues in the National Speakers Association, he wonders why event organizers often request a speaker talk for free while they would never expect the caterers to provide free food at the event.

In the third segment of the keynote, Sorensen shares tips on speechwriting. He claims it is all a matter of writing ‘a few lines’:

1. Outline — used plan the speech.
2. Headline — what’s the news in the speech?
3. Front line — what’s the most important point?
4. Sidelines — quotes, poems or humor.
5. Bottom line — an ending the audience will remember.

He then lists the four features of a good speech:

1. Clarity – achieved if you have a good outline.
2. Charity – praise the audience.
3. Brevity – JFK believed anything worth saying can be covered in a 20 minute speech.
4. Levity – as evidenced by Kennedy’s ironic wit.

In this second segment from his keynote, Sorensen reviews President Obama’s Inaugural Address and discusses his own role as policy adviser to JFK.

The ghost of Camelot visited the Ragan Speechwriters Conference on Friday morning. JFK speechwriter, Special Counselor and man who lived a life at the edge of history – Ted Sorensen – delivered the closing keynote. The audience of 300 speechwriters was privileged to see and hear the world’s most famous speechwriter share his insights into Kennedy and the craft of speechwriting.

I sat in front and filmed the entire 30-minute keynote. These four YouTube videos comprise 99% of what Sorensen said.

In this first segment, he applauds the return of eloquence to political life in the USA and recognizes the importance of “just words” as the tools leaders use.

Following his prepared remarks, Schlesinger took questions from the audience. He was specifically asked about the effect of YouTube on Presidential communications. You’ll see in the video that he acknowledges that I’m sitting in the front row taping him on my Flip Mino video camera for YouTube. He notes that YouTube means speechwriters are more, not less important:

“There are no private venues any more, no place where you can just get up and talk. Someone is probably watching and if you make a mistake or say something that is wrong they’ll probably put it on the Internet.”