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Gets Your Clients Standing Ovations

by Steve The Copywriter
12 replies
A client of mine was asked to give a speech at a prestigious trade dinner.

And like most people would rather die a death of a 1000 cuts than stand up in front of an audience and talk.

The other problem was - "What the hell do I say?"

I had a thought - a really great speech is just like a really great sales letter.

Because essentially you're selling something.

So the conversation went a bit like this -

Me - I'll write it for you

Client - "Thank f*** for that! - That would be sooo good"

(So I write it - client is thrilled and rehearses it 179 times)


After the speech


Me - How did it go?

Client - It was brilliant - they absolutely loved it. They all applauded and a few (mainly the drunk ones) stood up and did a standing ovation.

Me - "Thank f*** for that"

Client - The great thing is, like you said, just about everybody at the dinner now wants to buy our stuff.



So, if you have clients who have to, need to or actually want to give a speech.

They desperately need YOU to write it for them.

They'll be so unbelievably relieved - and money is (almost) no object.

It can be extremely lucrative.


Steve
#clients #ovations #standing
  • Profile picture of the author Jason_V
    It's funny you brought this up, I was just reading how freelancers can also write speeches.

    Then I just remembered my mom's friend's daughter actually made her living writing speeches for politicians in Washington D.C.. She retired extremely young and wealthy (in her 40's.)

    How exactly did you write this speech like a sales letter?

    I would think that you would want to get a few books on the specifics of speech writing.
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  • Profile picture of the author Steve The Copywriter
    To be honest you're not really writing a speech.

    You're doing a sales pitch disguised as a speech.

    (which is exactly what politicians do)

    A good "speech" follows whatever formula you would use in a sales letter (match the best formula to the audience).

    Add a dash of humor, entertainment and a quote or two (use these like testimonials).

    Then the ace cards - be the "crusader" and "throw a rock at the enemy in common" (this gets the standing ovations).

    You're just making sure that as many people as possible agree with your views.

    Because they "get" and viscerally "feel" that you are agreeing with them.

    And they "buy" what you are selling.


    Steve
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    • Profile picture of the author ewenmack
      Congratulations Steve!

      Quick headline tip.

      By putting an s on the end of Get
      you just may increase readership.

      Reason why...

      Seen it done where it increased response by 300%.

      Possible reasons for it are...

      1 It hints that it has taken place

      2 Appeals to lazy self interest

      3 Same structure as most newspaper headlines
      therefore easy to read

      Without it, it sounds more like you are telling
      the reader to do something.

      Well I learnt something today,
      Steve is now officially a speech writer!

      Congrats again young fella.

      Best,
      Ewen
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  • Profile picture of the author Steve The Copywriter
    Now now, I've only done one speech.

    But for some reason every email and letter I write starts "Thank you ladies and gentleman, the dinner was delicious and now a few words..."


    Steve
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    • Profile picture of the author ewenmack
      Originally Posted by Steve The Copywriter View Post

      Now now, I've only done one speech.

      But for some reason every email and letter I write starts "Thank you ladies and gentleman, the dinner was delicious and now a few words..."


      Steve
      You forgot to mention you added an s in your headline
      since first posting.

      Best,
      Ewen
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  • Profile picture of the author Steve The Copywriter
    Ewen,

    You are right it does make a difference.


    Steve
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  • Profile picture of the author KingOfContentMarketing
    Originally Posted by Steve The Copywriter View Post

    I had a thought - a really great speech is just like a really great sales letter.
    I was reading Oren Klaff's "Pitch Anything," and it struck me how his advice on speaking and pitching is similar to a sales letter.

    It would be interesting to correlate his "push/ pull patterns" and "creating hot cognition by stacking frames" to direct response copywriting.
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  • Profile picture of the author The Copy Nazi
    Banned
    Originally Posted by Steve The Copywriter View Post

    A client of mine was asked to give a speech at a prestigious trade dinner.

    And like most people would rather die a death of a 1000 cuts than stand up in front of an audience and talk.

    The other problem was - "What the hell do I say?"
    Public Speaking is most people's #1 fear. But the thing is... if you know your subject inside out it's easy.

    If you were asked to stand up and give us the story of your life, you could do it. Because you're the #1 expert on the subject.

    So you're right - it's a bit like copywriting. If you've thoroughly researched your subject the words will flow.

    If I were to write another speech I would use the voice recognition software "Dragon Naturally Speaking" to make it sound as natural as possible.

    And for God's sake stay away from the hackneyed stuff like "Unaccustomed as I am at public speaking..." etc.

    (Now I want to see this speech of yours Steve)
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    • Profile picture of the author Steve The Copywriter
      @Mal

      Just to clarify, it wasn't my speech, I wrote it for a client.

      And he is going to use it a few more times (at different gigs but not to the same people).

      And super Steve here gets paid a chunk of cash every time it is used - the client insisted.

      Mainly because it does bring in a stack of "new" business from the attendees. There's no "hard sell" in the speech but it ensures that the client and his company shine with all the emotional triggers making the good people want to buy.

      You are absolutely right, public speaking is peoples No 1 fear (this is why they are very keen - make that desperately keen in getting all the help they need).

      First thing is the "speech" itself has to be great. Research the event so you can use the best "detail" that will resonate with the audience.

      I mentioned earlier make the "speaker" a crusader in their industry, the true expert with all all the features, advantages and benefits. But never, ever let them be arrogant. Make it interesting. Have a fascinating "shock and awe" or a "wow" factor. Use personal stories. Add a bit of humor. Build rock solid credibility. Have a "flaw" nothing major - this really does boosts believability. And have them "through a few rocks at the acknowledged enemy" - the audience absolutely loves this. Finish with a crescendo in essence a very powerful close which is geared and structured to the reason why they were asked to make the speech in the first place. After the applause add a "P.S." - with the main benefit the client is offering - "Thanks so much and remember I am more than happy to help with..."

      The time is important - the one I did lasted about 17 minutes (it was a keynote speech so others might be a bit shorter).

      And yes, always stay 1000 miles away from the usual cliches. And never be boring.

      Second thing, you have got to "force" the client to rehearse it. This soothes the nerves and gets the voice flowing (no mumbles, awkward pauses or hesitations) and work on getting the inflections perfect.

      You want the client to be really excited about doing it (but don't let them drink any booze beforehand - alright maybe just one...).

      If any of you have got people who may be doing a speech or even a "talk" offer to help them - I bet they'll be very appreciative.


      Steve
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  • Profile picture of the author AndrewCavanagh
    This is a great insight.

    A great speech is a lot like a sales letter.

    They usually work better if you have a lot of stories in them.

    The idea of adapting your client's web copy and other copy
    into a talk they can do is a very good one if the opportunity
    arises.

    Extra source of income and a great way for a client to get
    new business.

    Kindest regards,
    Andrew Cavanagh
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  • Profile picture of the author KingOfContentMarketing
    Good point, knowing your subject inside out is the best insurance. Even if you know your subject, public speaking can be a challenge. I've watched and judged thousands of speeches and have seen many experts go down in flames at the podium.

    The best way to get better at speaking, after writing a great speech, is to speak to groups often. You can learn the piano by yourself. But speaking skills are gained with stage time. Getting up and speaking over and over will make you much more comfortable and effective. Also, delivering the speech several times will help you refine it. The way an audience responds to the speech will tell you everything you need to make it better.
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