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Preface | |
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Introduction: Why Speechwriting Matters | |
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Laying the Foundation | |
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The Political Speech | |
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Politicians Need to Speak More | |
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Politicians Need to Persuade | |
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Politicians Need to Be Liked | |
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Politicians Need to Stay Upbeat | |
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Politicians Need to Be Understood | |
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Politicians Need Publicity | |
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Persuasion | |
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Defining Persuasion | |
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Types of Persuasion | |
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Elements of Persuasion: Aristotle's Rule of Three | |
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Strategies of Persuasion | |
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The Speechwriter's Checklist: Persuasion | |
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Audiences | |
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Primary and Secondary Audiences | |
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What Do Audiences Need? | |
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What Characteristics Make the Audience Unique? | |
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What Does the Audience Feel about the Speaker? | |
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Rule for Friendlies: Reinforce Beliefs and Urge Action | |
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Rule for Hostiles: Mitigate Hostility | |
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Rule for Neutrals: Seek Incremental Gains | |
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The Speechwriter's Checklist: Audiences | |
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Research | |
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Researching the Event | |
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Researching Ideas | |
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Behind the Scenes | |
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Researching the Poetry | |
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The Speechwriter's Checklist: Research | |
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Structure | |
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Why MMS Works Well in Politics | |
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Objections to MMS | |
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Modifying MMS | |
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MMS in Practice | |
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Reflections | |
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The Speechwriter's Checklist: Structure | |
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What to Do | |
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Language People Understand | |
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Writing for Clarity | |
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Reading versus Hearing | |
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Summing Up | |
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The Speechwriter's Checklist: Language People Understand | |
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Language People Remember | |
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Making Language Memorable | |
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Making Language Vivid | |
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Making Language Rhythmic | |
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Behind the Scenes | |
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The Speechwriter's Checklist: Language People Remember | |
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Anecdote | |
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Writing to Touch the Heart | |
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Behind the Scenes | |
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Using Anecdote Well | |
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Summing Up | |
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The Speechwriter's Checklist: Anecdote | |
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Wit | |
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Writing to Make Them Laugh | |
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Behind the Scenes | |
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Wit: From Quips to Quotes | |
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Conclusion | |
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The Speechwriter's Checklist: Wit | |
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Support | |
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Writing to Make Them Believe | |
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Making Evidence Memorable | |
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Arguing Responsibly | |
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Behind the Scenes | |
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Fallacies | |
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Summing Up | |
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The Speechwriter's Checklist: Support | |
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How to Do It | |
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Beginnings | |
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The Opening Joke | |
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Praise | |
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Winning Attention | |
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Statement of Purpose | |
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The Speechwriter's Checklist: Beginnings | |
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Presenting the Problem | |
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Strategy | |
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Language | |
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Behind the Scenes | |
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Anecdote | |
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Wit | |
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Support | |
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Final Words | |
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The Speechwriter's Checklist: Problems | |
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Solutions | |
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Solutions and Strategy | |
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Characterizing Your Speaker | |
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Creating Solutions That Inspire | |
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Language | |
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Proposal, Persuasion, Punch Line: A Structure That Works | |
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Solutions: The Need for Variety | |
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Final Words | |
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The Speechwriter's Checklist: Solutions | |
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Writing Conclusions | |
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The Four-Part Close | |
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The Four-Part Close: Applying the Elements | |
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Inspiration and the Lesson Learned | |
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Call to Action | |
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Clincher | |
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The Speechwriter's Checklist: Writing Conclusions | |
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Delivery | |
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Elements of Delivery | |
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Practice: The Key to Improving Delivery | |
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Expanding Your Horizons | |
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Behind the Scenes | |
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The Speaker's Checklist: Delivery | |
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Putting It Together | |
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A Speech Revisited | |
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Speechwriting and Ethics | |
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Plagiarism | |
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Distorting Arguments | |
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Writing Something You Oppose | |
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Lying | |
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The Ultimate Question | |
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The Speechwriter's Checklist: Speechwriting and Ethics | |
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The Uneasy Partnership: Advice for Speakers and Writers | |
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For Speakers: What Speechwriters Need from You | |
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For Speechwriters: What Speakers Need from You | |
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Behind the Scenes | |
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The Speechwriter's Checklist: The Uneasy Partnership-Advice for Speakers and Writers | |
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Final Words | |
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Speeches for Almost Every Occasion | |
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Notes | |
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Bibliography | |
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Index | |
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Index of Speakers | |
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About the Author | |