Joan Detz Speaker Services

Gordon Tomb has attended several of my speechwriting workshops.  Mostly recently, he participated in “The Business of Six-Figure Speechwriting” - and now he’s using his “six-figure speechwriting” skills to secure impressive speaking forums for himself. 

Gordon has landed a speaking engagement with the International Atomic Energy Agency in Tokyo March 5-8.  He will discuss communications strategies in conjunction with the first anniversary of the Fukushima nuclear meltdown.  Gordon is well qualified to speak on this topic:  He led communications efforts to restore the credibility of the operator of Three Mile Island following the 1979 partial nuclear meltdown there.  He currently writes and consults for the energy industry.

In last night’s State of the Union address, the word “jobs” was used most often.

What’s the speechwriting take-away for you?  Well, whether you write corporate, government, military, academic or political speeches, keep these two points in mind:

1.  Pay attention to the word(s) you use most often.  After all, your audience will certainly be noticing those oft-used words.  So will the media.

2.  Just as important, pay attention to key words you are not using.  Are you omitting particular terms by choice - or simply by chance?  Be careful about obvious omissions.  Audiences might wonder why you never mentioned “x” “y” or “z”.

In my annual Advanced Speechwriting class, attendees get to bring a manuscript speech, and they scour their manuscripts to see what words they might be overusing and what words they might be underusing.  The lessons can be most enlightening.

[The 2012 Advanced Speechwriting class will be held Monday-Tuesday, June 4-5, in Philadelphia.]

Beverly R. Daniel, MS, MBA, offers monthly newsletters that address a wide range of career issues - dealing with executive recruiters, building a post-military career in the corporate sector, networking, etc. 

To access these newsletters (or get on her mailing list), visit www.careergrowthgroup.com

On Saturday, I taught the “Business of Six-Figure Speechwriting”, and I asked the workshop participants to bring their business cards - not just for networking, but to see how other speechwriters identify themselves and market their services.

Business cards can do more than list your contact information.  Consider adding a line that notes a professional credit.

For example:  If you win the Apex Award for Speechwriting in 2012, put that honor on your business card.  It’s an easy and inexpensive way to increase awareness of your professional accomplishments.

I’ll be sharing more tips from the business of speechwriting class in the weeks ahead.

If you write speeches about engineering, the environment, urban planning, or public policy issues, here’s an excellent resource:

The winter edition of The Bridge: Linking Engineering and Society (published quarterly by the National Academy of Engineering) provides a wide range of information related to water issues.  Items include:

* “A Plea for a Coordinated National Water Policy”

* “Managing Sustainable Water Supplies:  The New York City and Metropolitan Boston Experience”

* “Nutrient Control in Large-Scale U.S. Watersheds”

A complete copy (in PDF format) is available at:  www.nae.edu/TheBridge

The early deadline for the IABC (International Association of Business Communicators) Gold Quill Awards is Friday, January 27th.  (Yes, you can submit your entry later, but the early deadline gives you a reduced rate.)

http://www.iabc.com/awards/gq/

If you serve in the military … if you work for federal, state, or local government … if you represent an association … if you’re looking for freelance speechwriting assignments … if you’re a consultant … if you’d like to do business with the government:  Mark your calendar now to attend the June 5-8 communications school sponsored by the National Association of Government Communicators. 

This Arlington, VA, conference will give you outstanding value for your training dollars.  If your budget only permits one conference in 2012, sign up for NAGC’s truly professional program.

www.nagconline.org

Get your freelance speechwriting business in order for the new year.  Start with this crucial data:

1.  Make a list of your 2011 clients.

2.  Code how you charged each 2011 client:  hourly rate … project rate … or retainer.

3.  Note when you received payment from each client.  (Start counting these days from the date they receive your invoice.)

4.  Ask:  “Which client(s) gave me the greatest speechwriting satisfaction (great topics, interesting forums, appreciation from the CEO, terrific media coverage for speeches, etc)?”

5.  Ask:   “Which client(s) gave me high-level assignments (prestigious speeches that will enhance a professional portfolio)?”

6.  Ask:  “Which client(s) caused the most frustration - and why?”

7.  Ask:  “Which client(s) would be pleased to serve as a speechwriting reference in the new year?”

8.  Ask:  “What did I do in 2011 to enhance my professional standing?  How did I invest in my freelance speechwriting business?”  Be very specific here. The more you know about your freelance speechwriting business, the better you can leverage your professional strengths in 2012.

Over the next couple of days, I’ll be discussing what speechwriters need to do to prepare for the business needs of the coming year.  Whether you work on staff or as a freelancer, you should use this year-end time to pay close attention the business aspects of your speechwriting career.

Today, I’ll address staff speechwriting.  Tomorrow, freelance speechwriting.

If you work on staff:

* Total the number of speeches you wrote (or supervised) last year.  Can you estimate how many speeches you’ll be responsible for in 2012?

* Compile all the feedback you received on those 2011 speechwriting assignments.  What can you do to increase your value to the organization in the coming year?

* List the executives you served last year.  Will any of those executives be retiring, changing jobs, relocating, or leaving the company?  Could this place your current staff position in jeopardy?

* List the freelance speechwriters you hired last year.  Why did you hire them?  (”Because they’re local” is not a good reason!)  Have they been “regulars” in your company for a long time?  In 2011, did you try seeking out new speechwriters who might serve you better?  Why?  Why not?  What worked out?  What didn’t?

* List the hourly price (or the project fee) you paid for each speechwriter.  In each case, ask:  “Did our organization get our money’s worth?

* Did any recruiters reach out to you this year?  (No?  Then you’re at a disadvantage.  It’s time to build your professional clout.)

* Ask yourself:  “If I lost my job next month, do I have the resume, the strong speechwriting skills, the portfolio and the recommendations to get another job?”

* Would you like to do some freelance speechwriting to increase your income (and position yourself for better work down the road)?    What would you need to do to “moonlight” successfully?  Do you have the skills and the connections that freelance speechwriting requires?

Speechwriter Jim Holtje’s new book on corporate storytelling is off to a great start.  Jim’s done a guest blog on CNBC and is also writing an article for PRSA’s Strategist.  Ask for The Power of Storytelling in bookstores, online and in libraries.