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Chapter 22. All the World's a Stage: Wri... > Point Counterpoint: Speeches That Pe... - Pg. 255

All the World's a Stage: Writing Speeches 255 Don't forget that your speech is being written to be heard, not read, so write for the ear, not the eye. Speech is straightforward and conversational, so it calls for short, familiar words; action verbs; personal pronouns; contractions; and subject-verb-object sentence order. You can even use incomplete sentences if they convey your meaning well. Savvy candidates follow these three caveats: 1. 2. 3. Be factual.Don't stretch the truth--not even a little. Be specific.Give details to support your claims. Be reliable.Don't promise what you can't deliver. Nearly all candidates attempt to create dissatisfaction with existing conditions to convince the au- dience that these conditions need to be changed--and they're the ones to do it. Candidates craft speeches that point out flaws and failure. Follow these steps when you write and deliver a campaign speech: Direct Appeal 1. Tell the audience what you want. 2. Give them the information they need to act on your request. 3. Tell the audience what you want. Election Campaign "Elect me." "We're paying too much in taxes. I can lower taxes." "Vote for me." But people don't make decisions based on logic alone. Emotional appeals make the audience want to do what you ask. When combined with direct requests, emotional appeals make surprisingly strong election campaigns. Model Persuasive Speech