What does it take to write speeches for a president? In our latest podcast, I had the honour of speaking with Terry Szuplat, Barack Obama’s speechwriter. He shared lessons on public speaking, storytelling and how to connect with an audience in a way that sticks. His advice applies to anyone who wants to communicate with impact – whether on a big stage or in a small meeting.
Preparation Matters
Terry learned from working with Obama that what happens before a speech matters more than what happens on stage. He uses the 50-25-25 rule to prepare:
- 50% of your time should go into thinking, researching and structuring your message,
- 25% into writing, and
- 25% into editing and practising.
Many people spend all their time working on slides but forget to prepare and practise. The more time you spend preparing, the more natural and confident you’ll feel when speaking.
Cut 15% – Even If You Think It’s Perfect
Terry shared a story about Obama asking him to cut a full page from a six-page speech just an hour before delivering it. That’s 15% gone – without changing the core message.
Most speakers try to say too much. A simple way to improve your talk is to go back and cut 15%. It forces you to focus on what’s essential and makes your message clearer.
What You Say Matters More Than How You Say It
A strong message is more important than perfect delivery. Body language helps, but it can’t fix a weak speech. People will remember what you say, not whether you had the perfect hand gesture at the right moment.
Start with Energy, End with Hope
A great way to connect with an audience? Start by saying hello – with energy. It’s simple, and it works. People respond when you show up fully engaged.
And when you finish, leave your audience with hope. Whether you’re leading a team, pitching an idea or giving a talk, people need to believe that the change you’re proposing is possible.
Tell One Story, Not a List of Numbers
People don’t connect with data – they connect with stories. Instead of sharing a long list of statistics, tell the story of one person. Research shows we care more about a single, specific story than about big numbers. Whether in business, leadership or fundraising, storytelling is the most effective way to get people to listen and act.
Speaking Well Is a Skill – Not a Talent
A key takeaway from our conversation is that public speaking is something you learn, not something you’re born with. Even Obama had to work at it. Early in his career, he struggled. He got better by practising, getting feedback and refining his message over time.
No matter your starting point, you can improve. And as Terry reminds us, your voice matters.
This interview with Terry Szuplat was packed with powerful lessons on public speaking, storytelling and what he learned from writing speeches for Barack Obama. To hear more of Terry’s insights, watch the full interview on YouTube.
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