A speech is telling a story.
Personal anecdotes help, but should be used sparingly.
There can/should be a vision or theme- tied together and fleshed out by the substance.
Preferably the opening and the closing connect as bookends.
Try to weave the different pieces together- transitions should be logical.
What’s the headline you want coming out of the speech- make sure that is clear and unavoidable.
Shorter is better.
Brad Lawrence is an owner of Message & Media, a political consulting firm.