As a leader, plan and deliver speeches that resonate.

As a Leader, Prepare and Deliver Impactful Speeches

November 20, 2023 – Year after year, the leaves fall from the trees. Just as reliably, I offer magazine editors an updated "classic article" of mine on the topic of "delivering speeches" year after year, as the time before and after the New Year is the "peak season" for speeches. So it is again this year.

Deliver Impactful Speeches not only at Christmas Parties

In the time before and after the New Year, leaders often have to deliver speeches – not just at Christmas parties and New Year receptions, but also at (sales) kick-offs, association meetings, and dealer conventions. Here are 12 tips for that.

 At speeches, the audience's interest often wanes after a few minutes. They usually look forward to the speech of their "boss" with some anticipation – unless they are already familiar with his long-winded "addresses". Accordingly, speakers could easily excite their audience. Twelve tips on how to achieve this.

Delivering Speeches – Tip 1: Be Credible and Authentic

The success of a speech largely depends on how likeable the speaker is to the audience. But how does one gain their sympathy? Primarily by appearing authentic. The speech should be tailored to the speaker. It appears implausible if a stickler for details presents himself as a joker or if a lone wolf verbally fraternizes with those present. Consequently, the audience distances themselves.

Delivering Speeches – Tip 2: Take the Audience on a Journey of Thoughts

A speaker is like a tour guide. He takes his audience on a journey of thoughts – for example, through the past or coming year. Therefore, he should consider beforehand: What is the purpose of the journey? Where should it go? And: Who is participating in the journey? Only after that should he plan the itinerary, i.e., the content and structure of the speech.

Delivering Speeches – Tip 3: Consider: Who is My Audience?

When planning your speech, you should know: Who is sitting across from me? And: What kind of relationship exists among the audience? Do they know each other well, or do they only see each other once a year? Are they part of the same organization or not? If your audience works together day in and day out, they have shared experiences: You can refer to these. However, if they only meet once a year, you should rely on different elements to capture their attention, such as developments in the industry. Or cross-industry topics like digitalization and increased AI usage, the energy crisis, the skills shortage, or inflation.

Delivering Speeches – Tip 4: Communicate with Your Audience

A good speaker communicates with his audience – even with their eyes. Therefore, present your speech as freely as possible. Address the audience personally as well – but not by using the phrase "Ladies and gentlemen" every two or three minutes. Instead, ask rhetorical questions like "Do you know the following situation...?" or "Do you feel the same way that...?". Additionally, integrate examples from the audience's experience into your speech. A bit of humor and self-irony never hurts either.

Delivering Speeches – Tip 5: Be Concise

The shorter a speech is, the better it usually is. A festive speech at a Christmas party should last a maximum of ten minutes. After all, this event is centrally about celebrating together. This is different for a speech at a sales kick-off at the beginning of the year. It should prepare the audience for the challenges of the new year. Thus, the speech can contain more information and have a more appealing character.

Delivering Speeches – Tip 6: Focus on Core Messages

A speech should contain at most three core messages (ideally only one). For example: Jobs are secure. Our company is looking forward to a bright future despite the uncertain economic situation and inflation. And: We owe our well-being to the commitment of all employees. Core message: You are secure!

Delivering Speeches – Tip 7: Plan the Journey of Thoughts

You can use the mind mapping method for the content planning of your speech. It works as follows: Write the topic or occasion of the speech in the center of a piece of paper. For example: "Strategy 2024". Then note everything that comes to mind along lines extending from this center. For example: "Innovation", "Technology", "Employees", "Sales". This way, you get an overview of possible speech content. And if you notice it's becoming too much? Then simply cut back some (branch) arms.

Delivering Speeches – Tip 8: Start Snappily, End Fiery

 Plan the beginning and end of your speech particularly carefully. How attentively the audience listens to you largely depends on the opening. Good openings are anecdotes. Within the first three seconds, it's decided whether you win the listeners! Build your speech dramaturgically. Everything should aim for a finale that ensures your speech remains memorable to the audience – just like a fireworks display.

Delivering Speeches – Tip 9: Short, Impactful Sentences

A speech should consist of short sentences as much as possible. With complex sentences, there is a risk that the speaker gets tangled up. Then unpracticed speakers often become nervous and fumble more frequently. And eventually, the audience is just waiting for slip-ups.

Delivering Speeches – Tip 10: Use an Active, Vivid Language

An active language is important. So for example, say "We are planning..." instead of "Our planning foresees...". Search your script for nounified verbs such as "implementation" and "realignment". If such a word appears, you can usually formulate your statement "sharper".

Delivering Speeches - Tip 11: Practice the Speech Out Loud

Gaining confidence comes from good preparation. This includes practicing out loud. Especially the beginning, the end, and the transitions between the speech segments should be practiced until you know them by heart, so to speak. However, when delivering the speech, ensure that it doesn't sound overly rehearsed! While practicing, time the duration of the speech so that you do not exceed the intended time.

Delivering Speeches – Tip 12: Stay Calm During Mishaps

Do not panic if you misstate or lose the thread during your speech – despite good preparation. Because delivering speeches is not your main job. Therefore, minor slip-ups can actually help you appear authentic.

And some more tips for Online Speeches

Increasingly, leaders also face the challenge of delivering a speech online – for example, because their employees work in different locations or even in different countries. In that case, the framework conditions are different than when all listeners are in the same room.

Author: Barbara Liebermeister

About the Author:
Barbara Liebermeister is the founder and director of the Institute for Leadership Culture in the Digital Age (IFIDZ) – and a thought leader when it comes to modern leadership. With the concept Alpha Intelligence®, she summarizes the essential intelligences of successful leaders in digital transformation: human, effective, and future-oriented.

As a long-time manager, consultant, and coach, she brings practical experience and accompanies companies in rethinking their leadership culture – scientifically grounded, individually tailored, and with a clear view of what really works. Whether as an author of several professional books, as a speaker on stages, or as a lecturer at renowned universities such as RWTH Aachen and Hochschule Kempten, Barbara combines solid knowledge with a large portion of personality.

She is a mentor at Hessian universities, has been nominated for the #digitalfemaleleader Award, and received the Wolfgang-Heilmann Award for the digital leadership analysis tool LEADT with her team. Her motivation: to make leadership more human and at the same time future-proof.