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From the July 2004 American Speaker issue:
Speaker's Briefing
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To keep your message clear, choose your 'headlines' carefully
Good speeches, like good news stories, should send their message in advance. In the case of a good speech, that means opening with a title or a beginning sentence or two that ask the right questions or promise the right answers about the subject you want to cover. In the case of a newspaper story, the same function is served by the headline.
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The importance of keeping it brief
Too many public speakers blindly believe that more is better. Unfortunately, this can lead to cramming too many messages and too much detail into a single speech. Give your audience too much to digest, and it may swallow nothing.
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Keep your message simple
When William Clay Ford Jr. became chairman and CEO of Ford Motor Co., he announced that the companys strategy for the 21st century was to build a stronger business by making its automobiles more affordableeconomically, environmentally and socially.
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