THE GOVERNMENT

The conclusion is the last section, which means it will leave the most powerful impression on the listener. Do
not waste it. Summarize the speech by restating the main idea creatively (that is, do not merely say “Indeed,
justice will have its day . . .”). Leave the audience with something memorable—a turn of phrase, an image—that
will stay with them long after the speech is over. Endings are the part of speeches most often remembered.
Make yours worth remembering.
Play to the audience
Tailor the speech to the audience. Age, social status, work affiliation, interests. Use the kind of language they will
understand and respond to. Get examples that will be familiar to them. This makes the audience connect with the
speaker. Listeners will feel that the speaker is someone who knows them well, which will make them more likely to
listen.
Think pictures
Because your audience will be listening, help them by feeding their imaginations with vivid images, metaphors,
and analogies. Having a slideshow or any other kind of visual aid will help, but even without it, your speech
should appeal to the imagination of the people listening.
Think sound
Because the audience will be listening, use the sound of your words to appeal to your listeners.
Use parallel constructions
These are especially effective in speeches. John F. Kennedy ended a speech with one of the most memorable
statements ever: “Ask not what your country can do for you; ask what you can do for your country.” The use of
two clauses that are worded similarly delivers a punch that this passage still has half a century after it was
spoken.
Use parallel sentence structure in a similar way to help the audience follow the speech and make its ideas
memorable.
If, for example, the body of your speech discusses three reasons for a project’s lack of success, you can state the
reasons in sentences that are similarly worded, like this:
We are not short of money, but we are short of ideas.
We are not short of people, but we are short of courage.
We are not short of skills, but we are short of effort.
Then take one paragraph or more to develop each one. If your speech gives advice, state each bit of advice in a
sentence that starts with a punchy verb:
First, take your time.
Second, listen to your heart.
Third, talk to people smarter than you.
These make good topic sentences that you can then develop in your body paragraphs. And they make the ideas
easy to follow.
STYLE GUIDE FOR THE GOVERNMENT
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