Brad Lawrence

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.