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| Deciding What to Say | |
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| Purpose Controls Content | |
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| Purpose: No Secrets | |
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| How to Focus on Purpose | |
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| rom Purpose to Content | |
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| Audience Controls Content | |
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| Bottom Line: Purpose, Audience, Content | |
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| Sequence: Putting Things in Order | |
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| Background: An Interesting Paradox | |
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| How to Organize: Seven Patterns | |
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| How to Outline | |
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| Sequence: The Speech as Story | |
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| How to Signal Your Organizational Plan to Your Audience | |
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| Beginning and Ending Your Speech | |
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| How to Begin: The First Words Out of Your Mouth | |
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| First Words: Behavioral Boners | |
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| How to Begin: Fifteen Strategies | |
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| How to End: Six Strategies | |
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| Powerful Endings: The Last Words Out of Your Mouth | |
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| Economy - Tips for Controlling Lengt | |
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| Timing Your Speech | |
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| Paths to Economy | |
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| Review: Purpose/ Audience/ Content Questions | |
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| When You Have to Cut it Down Even More | |
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| Quick Credibility: Learning What You Need to Know | |
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| Elements of Quick Credibility | |
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| Definitional Perspective: What It Is | |
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| Critical Perspective: What's Important | |
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| Creativity on Cue: Generating Ideas | |
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| Postscript: The Effective Use of Quotes | |
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| Appendix: Aids to Quick Credibility: Sources of Facts, Quotes and Other Useful Material | |
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| Ceremonial Speeches | |
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| Why Ceremonial Speeches are Different | |
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| The Challenge. Introductions | |
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| How to Organize the Introduction | |
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| Dedications | |
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| Award Acceptances | |
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| The Golden Rule of Ceremonial Speechwriting | |
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| Listenability | |
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| What Makes a Speech "Listenable?" Editing for Clarity | |
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| Editing for Closure | |
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| Editing for Coherence | |
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| You've Got Rhythm | |
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| Style: Dressing for the Occasion | |
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| The Importance of Style | |
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| Personal vs. Impersonal Style | |
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| Personal or Impersonal? How to Choose Your Style | |
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| Postscript on Style: Creating an "Implied Dialogue." | |
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| Word Choice: Finding the Lighting | |
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| Editing for Word Choice | |
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| What Do Words Do? Word-Choice Function #1: Labeling. Word-Choice Function #2: Judging | |
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| Word-Choice Function #3: Distancing. The Right Word: Summary, What it Means to "Use a Word Correctly." Word-Choice Challenge #1: Language Variability and Change | |
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| Word-Choice Challenge #2: Gender and Other Sensitivities | |
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| Word-Choice Challenge #3: Balancing Originality and Familiarity | |
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| Delivering the Message | |
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| Selecting Your Support Strategy | |
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| Speechmaking as Acting | |
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| Key to Effective Delivery: Modeling | |
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| How to Deliver a Script with Impact | |
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| Rehearsal and Evaluation | |
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| Final Preparations | |
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| Bringing It All Together: Practicing What I Preach | |
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| Summary: How to Make Your Speeches Cogent and Memorable | |
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| Epilogue: A Few Last Words: Speechmaking As Behavior - and Why the Principles of Good Speechwriting Are What They Are | |