A Soaring Speech

I study speeches, and there is no better season to learn about effective speechmaking than during elections. If you’re tasked with writing - or giving - remarks, it’s worth studying the trade.

I first heard the Presidential candidates speak live at the Planned Parenthood conference last July. I walked away thinking that Obama was the only candidate delivering a movement message.

I had the same reaction last night. Obama’s victory speech was called “soaring” by Washington Post’s Bob Woodward. It’s worth watching - you can find it today on CNN.com. His theme was “hope”:

“[Hope] is the belief that our destiny will not be written for us but by us. By all those men and women who are not content to settle for the world as it is, who have the courage to remake the world as it should be.”

Obama delivered a 13 minute fiery speech, Huckabee chose to give 3 minute remarks focused on thanking Iowans. Huckabee talked about his victory; Obama talked about our vision. Huckabee referenced himself thirteen times in the first three minutes. Obama never once referenced himself in the first three minutes of his remarks; instead he said “they” or “you” or “we” a total of 18 times. In those three minutes of speechmaking I was left with the impression that Huckabee supporters had delivered their candidate a victory, and that Obama supporters had become part of a great social change movement.

In December famous writer Ted Sorenson (former JFK speechwriter) campaigned for Obama in South Carolina. Sorenson compared the oratory styles of Clinton and Obama, noting that Obama showcased his principles and values, compared to Clinton who focused on her programs and plans. Chris Matthews - who was a Presidential speechwriter under President Jimmy Carter, advised Obama in October to deliver a message of change and deliverance and to denounce the status quo. Obama just gave that speech in Iowa, albeit with a more elegant and sweeping text than the one suggested by Matthews.