what to include in a campaign speech

PRO Courses Guides New Tech Help Pro Expert Videos About wikiHow Pro Upgrade Sign In
EDIT Edit this Article
EXPLORE Tech Help Pro About Us Random Article Quizzes Request a New Article Community Dashboard This Or That Game Popular Categories Arts and Entertainment Artwork Books Movies Computers and Electronics Computers Phone Skills Technology Hacks Health Men's Health Mental Health Women's Health Relationships Dating Love Relationship Issues Hobbies and Crafts Crafts Drawing Games Education & Communication Communication Skills Personal Development Studying Personal Care and Style Fashion Hair Care Personal Hygiene Youth Personal Care School Stuff Dating All Categories Arts and Entertainment Finance and Business Home and Garden Relationship Quizzes Cars & Other Vehicles Food and Entertaining Personal Care and Style Sports and Fitness Computers and Electronics Health Pets and Animals Travel Education & Communication Hobbies and Crafts Philosophy and Religion Work World Family Life Holidays and Traditions Relationships Youth
Browse Articles
Learn Something New
Quizzes Hot
This Or That Game
Train Your Brain
Explore More
Support wikiHow
About wikiHow
Log in / Sign up
Education and Communications
Communication Skills
Public Speaking
Speechwriting

How to Write a Campaign Speech

Last Updated: December 28, 2023 Fact Checked

This article was co-authored by Lynn Kirkham . Lynn Kirkham is a Professional Public Speaker and Founder of Yes You Can Speak, a San Francisco Bay Area-based public speaking educational business empowering thousands of professionals to take command of whatever stage they've been given - from job interviews, boardroom talks to TEDx and large conference platforms. Lynn was chosen as the official TEDx Berkeley speaker coach for the last four years and has worked with executives at Google, Facebook, Intuit, Genentech, Intel, VMware, and others. This article has been fact-checked, ensuring the accuracy of any cited facts and confirming the authority of its sources. This article has been viewed 805,231 times.

A good campaign speech can persuade, excite, and motivate, compensating for weaknesses in other parts of the campaign. Although good speakers make it look natural, there are actually specific techniques you can use to make your own speeches more effective, techniques which apply to all manner of campaign speeches. Whether your speech is for a student election or governmental election, you can use these techniques to transform your speech into one everyone will be talking about.

Sample Speeches

Delivering Your Own Student Council Speech

A lot of people get nervous when they give a speech, and when people get nervous they talk fast. But fast talkers seem untrustworthy. So if you get nervous, space out your words (literally, put five spaces in between each word on the page) to keep your speech measured.

Step 2 Talk to the audience like you're having a conversation.

Don't go overboard with informality. You're asking to lead your peers, so they need to trust you can do that. Most people can't lead well, so to convince them you can lead well, your speech should also reflect that you're more capable than an average person. You need to strike a balance. Speak at a level just above the level of a typical conversation.

Step 3 Keep your words simple and direct.

Instead of: "We need to address the way we schedule our lunch breaks in a reasonable but fair way, because the way we do it now isn't fair to anyone."
Try: "We have people eating lunch at 10:30 am. They're still serving breakfast at Burger King at 10:30! It doesn't make sense! By the time 2:00 rolls around, the early lunch kids are starving. There is a better way. We all know it."

Step 4 Read it aloud to see how it sounds.

Structuring a Campaign Speech

Step 1 Tailor your message to your audience in specific ways.

So, if you’re talking to one classroom, don’t only talk to the classroom about a general problem the school has. Talk to the classroom about how that general problem affects them and how you can change it.
For example, don’t say: “The breaks in between homeroom and first period aren’t long enough.” Say: “Everybody in homeroom has gotten at least one demerit for being late to first period. We can’t get all the way from North Campus to South Campus in time. Elect me as homeroom representative, and I won’t let the administration forget it.”

The beginning needs to catch people’s attention and raise the questions you’re going to answer. The middle needs to provide the answers, and the end connects the answers back to the questions. In very simple terms: You tell them what you’re going to tell them. Then, you tell them. Then you tell them what you told them.

Don’t say: “My name is Joe Blow, and I’m running for City Council. I’m a member of…”
Instead, get right to it. Say: “Not a single person in this city thinks the parking situation on Main St. is adequate. No one.”
There's a lot of ways to get this done. You can use a story, a challenge, a joke, or just vividly describe a problem. You just need to get the audience's attention quickly. Earn their attention, don't expect it to come to you.

You want to have a good mix of facts, feelings, and action. If you only talk facts, your audience will get bored. Only talk feelings, and you’ll wear them out. Only talk action, and it invites disbelief, because you haven’t offered enough factual and emotional support for your argument.

To continue with the parking example, don’t end your speech talking about the width and number of parking spaces on Main St. Make it bigger than that—something that makes them feel weaker for not supporting you and stronger for supporting you.
“This isn’t just about parking spaces. The parking situation is just a symptom of everything that’s wrong with the Council in this city. We’ve asked. We’ve begged. We’ve done all we could. Now we have to send a message that they can’t just ignore us.” With this kind of appeal, you put the listener in a position where they are either a person who votes for you or a person who lets themselves be ignored. Most people will take the first choice.

Writing a Political Stump Speech

Your speech needs a clear beginning, middle, and end.
The beginning needs to hook the audience, you need to keep them interested through the middle, and the end should leave them nodding their heads in agreement, applauding and on their feet.

Staying on message is about more than repeating yourself. Focus on a problem and then offer a solution. Say your issue is healthcare. That’s a multifaceted issue, so bring up specific problems, and offer specific solutions.
For example, start by offering the problem: “Prescription drug costs are too high!” Give a few details or anecdotes to illustrate the magnitude of the problem, and then offer your solution: “And that’s why we’re going to negotiate directly with the drug companies to lower prices.”

Step 3 Identify with the audience through an associational appeal.

They are one of us and deserve our allegiance because they protect us.
They are one of us and understand us because they have lived a life like mine.

Step 4 Stoke the passions of your audience with an emotional appeal.

Emotional appeals can turn audiences against things for a simple reason: anger and fear are easy emotions to stimulate.
For example, when a politician says: “The system is rigged! They think they’ve got you fooled, but I know different.” They are making an emotional appeal based on stoking the anger of the audience. When they imply that “they” think of the audience as fools, the speaker plays to the audience’s sense of ridicule. This infuriates the audience, turning the audience against “them.”

Step 5 Make your audience understand with clear logical appeals.

For example, "Very few of us would argue with the proposition that 99/3=33. That’s because we’ve been logically convinced of its truth. There’s almost nothing a person could do to convince us otherwise, and therein lays the power of a logical appeal. However, it took us far longer to understand division than it did for us to feel anger or fear, or understand that we were part of a group."

If your biggest appeal is associational, your argument is less about specific points than it is about you. Design your speech to emphasize your biography and why it makes you trustworthy. People elect a person, not a set of ideas.
If your biggest appeal is emotional, keep your speech short, so that the audience doesn’t notice the logical flaws. Adjust your energy level to the audience's. If they're agitated, start slowly. If they’re bored, then start off at a higher energy level. Always work to an emotional crescendo, however. Never start at the emotional level you want to finish at.
If your biggest appeal is logical, break up the facts with feeling. You can’t risk boring your audience to death, so you need to break up your logical propositions into bite-sized chunks. Think of it as the spoonful of sugar principle—a spoonful of sugar makes the medicine go down.

If you will be speaking at a podium or beside a table, put your notes on a piece of paper or a notepad--not notecards. Very few people can shuffle notecards discretely enough to look professional while doing it.
If you won’t have a podium and you must use notes, get your notes onto one notecard.

Brevity is the soul of wit. No one is going to remember sixty word sentences. Since you are striving to be memorable, make sure to pepper your speech with short, punchy lines. You don’t want to sound like a limerick, but you do want to use alliteration, assonance, and rhythm to your advantage.
For example, “Ask not what your country can do for you, ask what you can do for your country,” contains only nine unique words, with seven examples of alliteration.

Community Q&A

↑ Lynn Kirkham. Public Speaking Coach. Expert Interview. 20 November 2019.
↑ https://www.conversationagent.com/2018/04/writing-for-listening.html
↑ https://www.write-out-loud.com/student-council-speeches.html
↑ https://www.cam.ac.uk/research/news/what-makes-a-great-political-speech
↑ https://www.european-rhetoric.com/ethos-pathos-logos-modes-persuasion-aristotle/
↑ https://www.communicationcache.com/uploads/1/0/8/8/10887248/the_effects_of_anger_sadness_and_happiness_on_persuasive_message_processing-a_test_of_the_negative_state_relief_model.pdf

About This Article

If you’re writing a campaign speech, first outline a beginning that catches people’s attention and raises questions, a middle that provides answers, and an end that connects the answers back to the questions. Then, when you write, open by using a story, a joke, or a challenge to make your main point immediately. Use a mixture of facts, feelings, and actions to support your theme through the middle of the speech. Finally, write a conclusion that makes it clear what’s at stake, using strong, forceful language to convey your position. For more tips on writing a campaign speech, including writing a political stump speech, scroll down! Did this summary help you? Yes No

Send fan mail to authors

Reader Success Stories

Oct 11, 2021

Did this article help you?

Sep 20, 2016

Apr 9, 2016

Nov 8, 2016

Sep 30, 2016

Featured Articles

Watch Articles

Terms of Use
Privacy Policy
Do Not Sell or Share My Info
Not Selling Info

Don’t miss out! Sign up for

wikiHow’s newsletter

Blog Search

Jan 02, 2020

Stump Speech: The Ultimate Speechwriting Guide

by Martín Diego Garcia

Stump Speech: Connect With Voters by Creating a Campaign Speech.

Here is our ultimate guide to writing a great stump speech. We all know that the candidate is the campaign’s best asset, and the stump speech is the best campaign tool for delivering a 7C’s (clear, concise, contrastive, connective, creative, compelling, consistent) message and personal story about the candidate and campaign.

WHAT IS A STUMP SPEECH? A political Campaign speech has been a staple on the campaign trail since the 1800s and is still a critical tool for modern day campaigns. Your stump speech should be the core message for you campaign and repeated at almost every campaign event or activity. A candidate should be able to repeat their stump speech in their sleep and might just start doing that involuntarily after delivering it a couple of hundred times. The speech should be a quick way for the candidate to answer the following questions for their audience:

WHO the candidate is? This should be a short introduction of the candidate’s name and a little background to humanize them to voters. Where you’re from, your family, your connection to the community?
WHY they are running for this office? There should be a very clear and compelling connection between your person story and the collective challenge your community is facing that has prompted you to run for office. Tell a story about the issue(s) you’re running on. Who specifically is being harmed by these problems?
WHAT is the contrast/choice for voters? This is VERY important. You need to lay out your vision for the future and differentiate it from your opponent(s)’s idea for the future of your community. If there is no clear contrast the voters will not have a compelling reason to cast a vote.
WHAT is the ask for the audience? Lastly, you need a simple and specific ask for your audience. Do you need them to vote for you? Knock on doors? Donate to your campaign? And by when do you need them to do it?

HOW LONG SHOULD YOUR STUMP SPEECH BE? An average campaign speech given at an event, at the doors, on an interview can be between 5-10 minutes in length. However, most often a candidate has about 90 seconds to 3 minutes when on the campaign trail for an introduction. So be prepared!

Think of the shorter version as a quick introduction like cliff notes or a synopsis. This can be used to start a conversation at the door or introduce yourself on the fly. For the longer version of the speech you are merely adding a little more context and color to the story depending on your audience.

WHAT SHOULD BE IN YOUR STUMP SPEECH? Here are the core campaign speech writing components that should be in your speech. They do NOT need to be in this order necessarily, but the speech should have a nature order that flows together.

INTRODUCTION: You need to have a hook to grab a person’s (peoples) attention right from the start (be careful with telling jokes unless you’re good at them) and then give the basics – your name and office you’re running for.
PERSONAL STORY: Weave in your personal story. What is your motivation for stepping up to run for office? What are the values you hold that are needed in the office or to solve this issue? But whatever your do, please DO NOT list off your resume. No one is interested in hearing that. Trust me.
PROBLEM STATEMENT: Present a clear and relevant (to audience and electorate) issue that needs to be solved. What is wrong that needs to be fixed? (For incumbents, what needs more work OR to be protected?). Why do you care about this issue and why is it relevant to the community at large? What is at stake for them?
SOLUTION/VISION: What is your solution to solving this program? What skills, experiences or qualities do you have that make you suited to solve this issue? Paint a picture for the audience about what their future could look like if this problem was solved.
ASK: What is it you need from the audience you’re speaking to? You need a clear and concise call to action that allows them to be part of your vision and get involved with your campaign. Do you need an endorsement? Donations? Volunteers? Votes? Tell them exactly how they can help be part of the solution.
Thank them for their time!

WHY SHOULD YOU TELL YOUR PERSONAL STORY?

Stories have been a part of civilization since the dawn of time. Stories have been used to pass down history through generations. It is also how we connect with each other through a shared humanity. It’s no wonder we’re all wired to engage with and react to stories that includes voters! Stories are all around us in books, TV, movies, music, news, brunch, literally everywhere. As a candidate you’ll get much farther with your constituents by telling a story to show people your vision versus just throwing facts and data at them.

Utilizing your personal stories can be extremely beneficial due to one thing: it makes you seem normal. One of the issues that America faces today is the lack of care for politics. Candidates who use their personal stories are able to create a positive feeling around their candidacy. Talk about yourself as a way to relate to your audience. Funny stories are great icebreakers. Lastly, and most importantly, always tell the truth. Especially in today’s technological age, it is much easier to find out if a candidate isn’t speaking the truth or is speaking in half-truths.

DO YOU KNOW WHY YOU’RE RUNNING?

Voters want to know why you are running for office. They want to hear your motivation, so they can see if they trust you or not. Voters know what the problems in their communities are, so instead of repeating them back, tell them how they’ve affected you and your community.

For example, if education is your core issues, don’t start by throwing out all the stats and facts about struggling, underfunded schools. Start by showing voters how this is affecting actual people, specifically children, talk about a student who was not able to reach their full potential because of the lack of funding or current policies in place. That way, you’re painting a picture and humanizing the issue for voters, so they see it more personally.

WHY DO YOU NEED TO USE AN EMOTIONAL APPEAL?

People are not rational beings and we often make decisions based on our emotions rather than the facts. If you look at the sweeping victories for Biden, Obama or Trump the one thing that connects them is that they both got voters to feel something. Biden campaign was based on empathy, Obama’s entire campaign was based on hope and aspiration, while Trump’s was based in fear and division. Two very different strategies but both based in telling emotionally captivating narratives.

WHY SHOULD YOU AVOID LISTING OFF YOUR RESUME?

We’ve all been there. Waiting to hear from a candidate and all we get is a rundown of their resume of accomplishment. Spoiler alert: your degrees and awards won’t buy you love from voters. Yes, having them is important but defining yourself by them is not going to create an emotional connection with your audience. Your stump speech should show not tell your story. It should weave in your accomplishments as supporting evidence but not the main plot line.

Remember that every campaign speech will be different, but if you can speak from the heart and tell people your story, they are much more likely to remember you when it comes to casting their vote. So practice, practice, practice and if you need help please feel free to reach out to our team.

Have questions about writing a stump speech? Drop us a note.

Questions? Email Us

6 Key Components of a Winning Stump Speech

As a candidate for elected office you’re going to be giving plenty of speeches, so you’ll need to have your stump speech down pat.

Strong public speaking conveys confidence and leadership to voters.

It assures donors and supporters that you’re the right person for office.

Unfortunately, too many candidates are not good public speakers.

They don’t have a key message or theme.

Their words wander all over the place.

They don’t make sense and wind up confusing their audience.

I witnessed this the one night by a candidate who is running his own campaign.

He had good ideas. He had a solid resume.

His speech however did not effectively convey that he’s up for the job.

With a little fine-tuning he would be much better.

A good stump speech makes a huge difference in a candidate’s race, their fundraising, and in gathering endorsements.

That’s why I always work with my candidates on their stump speeches.

I’ve even turned the things I teach candidates into a premium course The Secrets of a Winning Stump Speech .

Most of my clients have never ran for office before.

They’re not used to public speaking, even in front of small groups.

Over the course of my career, I’ve noticed that there are six key components that make for a good stump speech.

If you follow these, you’ll be in good shape as a candidate and might even surprise yourself as a public speaker.

1. Who You Are and What You’re Running For

Never assume that the voters know who you are.

They likely don’t.

Your mission as a candidate for office is to build your name recognition and support for your candidacy.

Even if you’ve been introduced by someone, always begin your stump speech by telling your audience who you are and the office your running for.

If you’re married, say so and tell them how long you’ve been married.

If you have children, list your kids and how old they are, and what kind of things they’re into.

Should your spouse, children, parents, or other family members be present, be sure to point them out by name and thank them for their support for your campaign — especially if it’s your spouse.

It’s a cardinal sin in the political world to not introduce or thank your spouse.

2. Where You Come From

Voters like to elect real people from real places with real lives.

After you introduce yourself and the office you’re running for, tell them where you grew up, a little about your family life, and how that impacted your life.

If you’re running in a community where you’ve lived all of your life, or most of it, make sure that’s highlighted in your stump speech.

Mention the schools you went to, where you played sports, your first job in town, your favorite place to eat, or that your parents still live there.

This creates an instant connection with the voters and will make it easier for them to become supporters.

3. What You’ve Dones

Experience matters to voters.

They want to know that you’ve accomplished something in your life.

In your stump speech, tell them about where you graduated from college (if you did), your military service (if you served), the jobs you’ve had (if you’ve never had a job or a business — why are you even running?)

Voters want to know these things for two reasons:

1) it shows you can set goals and accomplish them

2) it demonstrates you’re not afraid of hard work

This is especially true in today’s political environment when the perception of elected officials is that they’re only in office to cash for themselves and their family members, rather than work hard and accomplish something for their constituents.

Have you noticed that critics of both Joe Biden and Donald Trump each use this line of attack?

Talk about your professional experience — the things you’ve done and learned that have prepared you for office.

If you volunteer or are active in community organizations, put this in your stump speech.

But please be careful not to come off as bragging.

That will turn off voters rather than endear them to you.

Yes, Donald Trump violates this admonition often, and it reflects negatively his approval ratings and poll numbers.

If Trump who can get away with so much that other candidates cannot is still damaged by this, don’t think you’ll fare any better.

4. What You Want to Accomplish

Voters like candidates who have a plan.

They want to know why you’re running for office and what you intend to do once you’re elected.

The best way to clarify this is by understanding what your campaign is about in one sentence, as detailed in this article.

When giving your stump speech, incorporate your One Sentence into your remarks and build upon it.

It’s best to have three specific things you want to accomplish.

Your goals should align with three problems that need to be fixed.

Hopefully you’ve done some polling or other type of opinion research so you’ll know what issues and problems are foremost on your voters’ minds.

State each problem, describe how you’d like things to be better, and outline the steps you believe that can be taken to get there.

While you need to show that your plan is realistic, be careful not to get into too many specifics with your solutions to these problems.

While you need to know the specifics for when you are elected, and when people ask you for details, giving specifics and details in your stump speech will bore your audience.

Bored voters don’t convert into supporters.

Excited voters do, plus they tell their friends to vote for you.

5. It’s Not About I, It’s About We

One of the biggest pitfalls candidates for elected office can face is making it all about themselves.

While you may be the one running, elections are not about candidates.

They are about voters.

Elections are where the voters get to have their say on people and policy.

If you make it about you, you’ll fall into the “I, me, mine” trap, become labeled as a “politician” and turn off the voters you need.

When giving your stump speech always change the word “I” to the word “we” when it’s possible.

Clearly, when talking about where you grew up, went to school, work, and your family, you’re going to use “I.”

But when you are talking about what you want to do in office, things that you’ve been a part of in your community, or accomplishments you were involved in as part of a larger organization, use the word “we.”

Speaking to your audience with the word “we” creates a bond and buy-in with your ideas. That’s the effect that you’re after with your stump speech.

In 2016, Hillary Clinton severely violated this rule.

She had supporters say, “I’m with her.”

It didn’t work because she was asking the voters to focus on her as the candidate — rather than focusing on the voters and the shared mission they were on together.

Donald Trump spun that around masterfully and told his supporters “I’m with you.”

6. Close Strong

Closing your stump speech the right way is important.

After you’ve listed what you want to do in office, tell the audience that you can’t do this without their help.

Weaving “we” throughout your stump speech ties this in nicely for your finish.

If you’re talking to voters, ask them for their votes.

If you’re talking to donors, ask them for their contributions.

If you’re talking to leaders of an organization that endorses, ask them for their support.

There’s no reason for anyone to give you what you want unless you specifically ask for it.

As one professor I had always said, “If you don’t ask, you don’t get.”

Make the ask then it’s time for you to go.

End by thanking your audience for their time.

Always do this. Tell them you appreciate taking the time to listen to you.

Grateful candidates tend to be winning candidates.

Candidate Take-Aways

If you follow these six rules you’ll be able to craft an effective stump speech.

Go figure yours out and write it out word for word.

After you write it out, go and learn it.

Learn it and practice your stump speech, but don’t memorize it.

You don’t want to come off like a robot.

If it helps, write an outline of our speech and refer to that when you’re speaking.

The first speech you give will likely be difficult and you may hate doing it.

That’s fine.

Keep giving your stump speech.

You’ll get better at it each time you speak.

Before you know it you won’t need an outline to refer to, you won’t be nervous, and people will be coming up to you when you’re finished telling you what a great speaker you are.

Now if you’d like to go deeper and learn exactly how to write, rehearse, and deliver a solid stump speech, t ap this link for instant access to the premium course Secrets of a Winning Stump Speech.

In order to continue enjoying our site, we ask that you confirm your identity as a human. Thank you very much for your cooperation.

Political Speech Writing: How Candidates Can Craft Compelling Messages

Understanding the Power of Political Speeches

Political speeches play a pivotal role in shaping the course of nations and can shape the trajectory of societies. Effective speech writing for elections allows leaders to communicate their vision, values, and policy objectives to the public. These speeches serve as a means of persuasion, providing a platform for leaders to connect with their constituents emotionally. Through carefully tailoring speeches, a political oratory has the potential to inspire, mobilize, and unite people around common goals and ideals.

One key aspect of political speeches is their ability to inform and educate the public. In a democratic society, an informed citizenry is essential for making sound election decisions and understanding government policy implications. A well-done political oratory allows leaders to clarify their positions and present evidence and data. Speechwriting for elections often requires addressing complex issues and helping citizens make informed choices about how they want the country to move. Moreover, political speeches serve as a channel for transparency and accountability.

Beyond their informational role, a well-crafted political oratory fosters unity and social cohesion by containing messages of hope, unity and inclusivity. They can transcend political divides and unite people, transcending differences of opinion and background. In times of crisis or uncertainty, campaign speeches provide reassurance and a sense of purpose. Furthermore, campaign speeches help a nation navigate challenges and emerge stronger.

Well-crafted campaign speeches can be transformative in elections by serving as a dynamic tool for candidates to connect with voters, sway public opinion and ultimately change the outcome of an election. When a candidate speaks passionately about issues that resonate with your audience, it creates a sense of trust and authenticity by tapping into the electorate's hopes, fears, and aspirations.

Speechwriting for elections helps to clarify a candidate's policy positions and goals, providing voters with a clearer understanding of what they stand for, allowing them to set themselves apart from their opponents and creating a sense of confidence in their leadership. A well-crafted political speech can sway undecided voters to the candidate's side.

Rousing persuasive communication can galvanize volunteers and grassroots activists , encouraging them to work harder for the candidate, leading to a higher voter turnout among the candidate's base.

Steps to Effective Political Speechwriting

Here are five tips for crafting an effective political speech:

#1: Make time for research.

Digging deep to find relevant information is crucial when writing a political speech because it adds depth and credibility to the discourse. Great research also ensures that the political speech addresses the complexities of voters' concerns. A speechwriter can write informative and persuasive communication by seeking out comprehensive data.

#2: Consider your audience.

Analyzing a target audience is essential for understanding their demographics, values, beliefs, and concerns. It allows speechwriters to tailor their message to resonate with their intended listeners' specific needs and interests. This analysis enables speechwriters to speak directly to the heart of the issues that matter most to the target audience. It also helps avoid potential pitfalls, such as using language or framing that might alienate or offend specific target audience segments.

Free tools to power your campaign

#3: Draw on the elements of storytelling.

Storytelling in politics is essential for political speechwriters because it helps engage and persuade the audience effectively. Furthermore, storytelling in politics captures the audience's attention by connecting them emotionally with the message. The right message provides a relatable and human dimension to the content. Furthermore, storytelling in politics helps create a cohesive speech that flows seamlessly, ensuring listeners understand and retain key points. Whether it is rallying support for a candidate, advocating for a policy change, or fostering a sense of unity, a well-crafted narrative can convey a compelling vision for the future and ignite a sense of purpose among the audience.

#4: Set the right tone.

A campaign speech must set the right mood because the emotional tone and atmosphere it creates can significantly impact how the audience receives and responds to the message. By establishing a positive and receptive attitude, the audience is more likely to be engaged and attentive to the speaker's message, which can inspire hope, rally support, and forge meaningful connections. Crafting a political speech that is positive and relatable makes the audience more receptive to the speaker's arguments, so it is a vital political communication strategy. A speech promoting a mood of unity helps to bridge divides, bringing people together.

#5: Edit and practice ahead of time.

Editing and rehearsing a political speech is essential because it ensures the message is clear, concise and free from ambiguity. A well-edited speech enhances the speaker's credibility by demonstrating that the candidate has thoroughly researched and prepared their remarks. Therefore, giving speeches can be a key political communication strategy.

Practicing a speech allows the speaker to fine-tune their delivery and tone to maintain the audience's engagement. Furthermore, practice enables the speaker to reinforce the critical points of the speech, ensuring that they communicate central ideas in an easily memorable way.

Examples of Memorable Political Speeches

Let's turn our attention to some political speechwriting examples. These political speechwriting examples can serve as a powerful guide for candidates.

#1: Abraham Lincoln’s Gettysburg Address

Consider Abraham Lincoln's Gettysburg Address, as it is one of American history's most impactful political speeches. Presented during the Civil War at the dedication of the Soldiers' National Cemetery in Gettysburg, Pennsylvania, the speech was concise, lasting just over two minutes, but its impact was profound. Lincoln eloquently emphasized the principles of equality and liberty and redefined the purpose of the American government as a "government of the people, by the people, for the people." This speech solidified the United States' commitment to democracy and freedom. It also marked a turning point in the Civil War, as it galvanized public sentiment and reinvigorated the Union's resolve to preserve the nation.

#2: Martin Luther King, Jr.’s “I Have a Dream” Speech

Martin Luther King - March on Washington

Another of the most impactful political speeches was Martin Luther King Jr.'s "I Have a Dream" speech, delivered during the March on Washington for Jobs and Freedom. This political speechwriting example was pivotal in the American civil rights movement. King's eloquent articulation of his dream for a racially integrated and just society resonated deeply with millions. The speech helped mobilize support for civil rights legislation and highlighted the urgent need for racial equality. King's call for nonviolent protest and his vision for a future where individuals would be judged by the content of their character rather than the color of their skin inspired generations of activists. It was crucial in advancing civil rights legislation, culminating in the Civil Rights Act of 1964.

#3: Ronald Reagan’s “Tear Down This Wall” Speech

President Ronald Reagan making his Berlin Wall speech

One of the most impactful political speeches ever given was the one delivered at the Brandenburg Gate in West Berlin, during which President Ronald Reagan issued a powerful challenge to the Soviet Union by demanding, "Mr. Gorbachev, tear down this wall!" The Berlin Wall, which had divided East and West Berlin for decades, symbolized the Cold War's division. This political speechwriting example indicated the West's commitment to freedom and democracy. While the immediate impact of the speech was limited, it contributed to the eventual fall of the Berlin Wall and the end of the Cold War. Reagan's words resonated with people on both sides of the Iron Curtain, serving as a rallying cry for change.

Studying these speeches and tailoring speeches after them and other iconic speeches is a great way to learn public speaking strategies. These American political speeches share the theme of advocating for equality, justice and freedom. They transcended their immediate contexts to become lasting symbols of American ideals and continue inspiring generations of Americans and people worldwide.

Here are some public speaking strategies to employ based on these inspirational speeches:

Ensure that the central theme of your political campaign communication resonates with the target audience and keep it at the forefront of the speech.

Using metaphors, similes, and emotionally resonant phrases to evoke powerful imagery and emotions in the audience is a critical speech delivery technique that can help your political campaign communications.

Understanding the audience's needs, aspirations, and concerns so that the message connects deeply is a speechwriting best practice you will want to remember.

Incorporating a clear and compelling call to action into the speech is an essential political communication strategy.

Be aware of historical contexts when crafting political persuasions for political campaign communications.

Align messages with the speaker's personality and values.

Employ strategic repetition to emphasize critical political persuasions because it will make them more memorable.

Use speech writing techniques to capture the speaker's authentic voice and beliefs.

Tips for Effective Speech Delivery

Candidates often ask speechwriters to give them speech delivery techniques. They may recommend several public speaking strategies that will help you with effective speech delivery. These include:

Using body gestures and body language to enhance the message's impact is a critical speech delivery technique as it helps convey confidence and credibility so that the audience connects to you better.

Connecting with the audience is paramount because it establishes rapport, fosters voter engagement and ensures the message resonates with the listeners personally. Therefore, it is crucial to remember this idea while focusing on speech delivery techniques as you build your political communication strategy.

Breathing deeply right before giving a speech is a vital speech delivery technique that can help you overcome stage fright as it calms nerves and boosts confidence.

Adapting Your Speech for Different Audiences

Among speech writing best practices is to adapt a speech to different audiences and your audience's demographics. This is essential for ensuring political persuasion as the message is relevant, relatable, and inclusive. Practicing this as you concentrate on other speech writing best practices ensures audience engagement occurs and that they will understand your messaging better.

Another key among speech writing best practices is remembering to be specific during a speech. This is vital as it adds credibility and clarity to the candidate messaging, helping to ensure audience engagement. Therefore, ensure that you use speech writing techniques for persuasive communication that address specific issues and concerns experienced by the audience.

Navigating Ethical Considerations in Political Speechwriting

Honesty is a fundamental pillar of trust and accountability in a democratic society, so when politicians are truthful in their political campaign messaging, they build integrity and foster the public's faith in their leadership. Citizens can make informed decisions when a politician uses truthful political campaign messaging. Therefore, make sure to always practice ethical speech writing.

Ethical speech writing also means avoiding divisive rhetoric because it often deepens existing divisions, polarizes communities, and makes finding common ground on important issues more difficult. Divisive rhetoric hinders constructive dialogue between political opponents. Using speech writing techniques that are inclusive, respectful, and constructive fosters unity, promotes understanding and achieves positive outcomes, which is essential for driving audience engagement in your political campaign messaging.

Leveraging Technology for Speechwriting

Many speech writing resources can help you. Let these speechwriting resources serve as a guide, but do not rely totally on speech writing resources, or you will block out the candidate's personality. Among the most effective speech writing tips is to let speechwriting tools enhance the speech writing process by using them to improve speech writing techniques. Among these speech writing tools, speech writing software is a vital resource that plays a pivotal role in organizing thoughts, structuring arguments, and drafting coherent content while creating political discourse and crafting political messages. Utilizing these effective speech writing tips gives you access to templates, outlines, and organization features that help transform ideas into well-structured political discourses. Even if you usually shy away from technology, try speech writing software.

An easy place to start is GoodParty.org’s AI Campaign Manager , which can help candidates draft launch speeches with ease, saving time and energy.

Additionally, another favorite among effective speech writing tips is to use research databases. These are invaluable tools for the speech writing process as they allow you to access vast amounts of information, including historical data, statistics, and policy details. Therefore, they are an invaluable speech writing resource, enabling speechwriters to conduct thorough research, fact-check statements, and bolster arguments with credible sources.

Furthermore, grammar and style-checking software is another indispensable software component critical to the speech writing process. This speech writing resource helps to refine language and ensure that the political rhetoric is clear, is grammatically correct, and resonates with the intended audience. These tools help avoid common language pitfalls and enhance the overall quality of the writing.

Another effective speech writing tip is to incorporate digital elements into political discourse, as using them engages a more diverse audience. Integrating visuals, such as infographics and charts, can make complex data more accessible by providing a visual context that aids comprehension. These graphic elements enhance understanding, make the speech more memorable, and help to ensure that crucial candidate messaging resonates with broader demographics.

Speech writing and public relations are intrinsically linked, playing a pivotal role in shaping the perception of individuals. Effective speechmaking in public relations allows for the dissemination of critical messages to target audiences. Through speechwriting and public relations strategies, public figures can build and maintain trust, manage their reputation and foster meaningful connections with voters, underscoring the indispensable synergy between speech writing and public relations in elections.

The Role of Speechwriters in Political Campaigns

Speechwriters often collaborate closely with candidates to help them build political communication skills. These political communication skills include articulating their vision, values and policy positions. Ethical speech writing requires you to lay aside your ideas and write from the candidate's point of view. This effective speech writing tip often begins with in-depth interviews to understand the candidate's personality, goals and key messages. Speechwriters then craft political rhetoric aligning with the candidate's voice and resonating with their intended audience. Regular communication and feedback loops are vital for crafting political messages, allowing for revisions and fine-tuning political communication skills to ensure that inspirational speeches are authentic and compelling. The partnership between speechwriters and candidates when crafting political messages is a dynamic process that must convey the candidate's vision effectively and connect with voters.

However, not all candidates need to hire speechwriters. With GoodParty.org’s AI Campaign Manager , candidates can generate drafts of political speeches, completely for free. Our tools are especially helpful for crafting launch speeches, which candidates can give at campaign launch events and to kick off their campaigns.

Inspirational speeches, meticulously tailored to resonate with diverse audiences and delivered with authenticity, possess the potential to inspire, inform and mobilize voters, encapsulating a candidate's vision and values. Often, the words spoken reverberate in the electorate's hearts and minds. Tailoring speeches in this way gives them the power to shape the outcome of campaigns and the nation's course. Political rhetoric bridges the divide between candidates and voters, uniting diverse communities under a shared vision. Overall, remember that the qualities of a great speech rely on elements of style, elements of substance, and elements of impact.

6 tips for writing a powerful political campaign speech

Meredith Thatcher | September 13, 2016

What makes a great campaign speech? As it turns out, the same attributes as a document written in plain language. The most effective speeches are those that use clear language in a series of short statements, and make the speaker’s points with conviction. Here are six tips to creating an effective campaign speech.

Image by dizain / shutterstock

1. Get potential voters on side

On a ‘whistle-stop’ tour of villages, towns, cities, counties, territories and states, getting as many potential voters on board in as short a time as possible is critical.

Build rapport from the start. Know about the area you’re visiting and the issues that matter to the residents who live there. Comment on those issues to bridge the gap from outsider to local. Tell a story that they can relate to instead of just spouting statistics. Your audience needs context. If you connect with them, they’ll be prepared to hear what you have to say. To get their vote, you need them on your side.

In the 2016 US Presidential election campaign, Hillary Clinton tried to get the supporters of fellow candidate Bernie Sanders on side after he dropped out of the race. Clinton stated:

And to all of your [Sanders’] supporters here and around the country, I want you to know I’ve heard you. Your cause is our cause. Our country needs your ideas, energy and passion. That is the only way we can turn our progressive platform into real change for America. We wrote it together, now let’s go out and make it happen together!

2. Get your message out fast

We live in a world of distraction. People retain very little, so get your message out fast. You want a sound bite that will capture the attention of potential voters. Keep your statement short and connected to a core theme. Then weave that theme through four to five key messages to take your audience on a memorable journey.

3. Give equal measure to empathy, warmth, and authority

Know how many people are likely to attend the event where you’re giving your speech. Remember to welcome your audience and thank them for turning up. Then deliver your comments so that each person feels like you’re having a fireside chat with them.

Tone really matters — check out our online course to polish yours

A conversation is much better than a lecture, but don’t be too spontaneous. Get your timing right. Only tell a joke if you know everyone listening will get it, as no one likes being left out. And some events will be inappropriate for jokes.

The hard part is empathising with the concerns of potential voters while commanding authority. Remember to smile, and not just for the cameras. But also remember that some people view a show of emotion as a strength; others view it as a weakness. Exude confidence to assure them that you can lead and make decisions that deliver tangible benefits for them.

People may say they want to vote for someone they can talk to when what they really want is someone who can solve problems and make tough calls in any situation. So, above all, show your audience that you can do the job.

At the 2016 Republican National Convention, Donald Trump put his key message first and then tried to achieve a balance between warmth and authority. Trump stated:

U.S.A! U.S.A! U.S.A! Together, we will lead our party back to the White House, and we will lead our country back to safety, prosperity, and peace. We will be a country of generosity and warmth. But we will also be a country of law and order.

4. Stay in control and be confident

Your speech may start on the page, but you deliver it orally. Write as you will speak. Don’t waffle or include unfocused comments. Don’t get caught out using a voice that’s not your own. The audience will know immediately. Don’t be hesitant. The audience will know if you’re holding back and wonder why.

Only ask a question if you already know the answer. Use the problem–solution format throughout your speech. State the problem and provide an achievable solution. Make your messages unambigous and clear. See how your audience reacts, and respond accordingly.

In the end, leave your audience in no doubt about what you’re saying, why you’re saying it, and what they should do with your information. After all, you want their next step to be to vote for you.

5. Use repetition to best effect

Repeated messages stick. At the end, draw out your key themes and briefly repeat what you’ve said. Layer each message to build momentum to your final point. Make that point important enough that the audience will want to discuss it. This is another appropriate place for a sound bite. You need your name to stay at the top of the voters’ list of choices.

Former US President Barack Obama used repetitive phrases. Sometimes he ends a sentence in a way that makes people wonder what’s coming next. He makes a statement, pauses, and adds, ‘but that’s not what makes us…’ This makes people listen and helps to reinforce the point to come.

Obama has also used ‘I’ve seen it…’ to open statements. This shows he understands the concerns of the people — that he is one of them.

6. Take inspiration from the great orators

One of the best political speeches to incorporate the previous five elements was Franklin Delano Roosevelt’s first inaugural address to a country in the midst of the Great Depression. His 3 March 1933 speech points to the hard decisions that lie ahead. But it also reassures that a positive attitude and optimism about the future will see the country through the tough times.

The speech also notes that the people’s support and commitment to work together is an integral part of this journey. Roosevelt’s speech reads in part:

This is preeminently the time to speak the truth, the whole truth, frankly and boldly. Nor do we shrink from honestly facing conditions in our country today. This great nation will endure as it has endured, will revive and will prosper. So, first of all, let me assert my firm belief that the only thing we have to fear is fear itself — nameless, unreasoning, unjustified terror which paralyzes needed efforts to convert retreat into advance. In every dark hour of our national life, a leadership of frankness and vigor has met with that understanding and support of the people themselves which is essential to victory. I am convinced that you will again give that support to leadership in these critical days.

The speech is not only memorable — it has stood the test of time. It’s as relevant today as when first uttered more than 70 years ago.

Want help to write memorably?

Start with our short online course Tone Matters

Or join one of our writing workshops

(Last updated: 19 October 2023)

Subscribe to Our Newsletter

Insights, tips, and professional development opportunities.

Name * Email *

Stump Speeches On The Political Campaign Trail

A political campaign stump speech is given by a candidate for political office to introduce themself to the audience and present their platform. The speech is short and to the point, with plenty of personal stories, humor, and emotional appeal to the audience. It is often repeated throughout the campaign to smaller audiences.

In the world of politics, a good stump speech stands as an integral tool for fundraising or candidates vying for public office or as part of a presidential campaign. This enduring tradition, spanning decades and continents, serves as a platform for politicians to captivate and sway their audiences.

From addressing key issues to showcasing their vision for the future, the stump speech has evolved into a defining aspect of political campaigns, empowering candidates to rally support and leave lasting impressions on the electorate.

Table of Contents

What Is The Difference Between A Campaign Speech And A Stump Speech?

The terms “campaign speech” and “stump speech” are often interchangeable, but a subtle difference exists between the two. A stump speech is the equivalent of an elevator speech intended to make an introduction and summarize the essence of what a candidate has to offer.

It is a standard speech politicians give, while campaign speeches go into more detail and may vary between audiences.

Stump Speeches

The term “ stump speech ” originates from the practice of candidates standing on a literal tree stump or platform while delivering their speech in outdoor settings. Stump speeches tend to be more focused and streamlined, highlighting key messages and core talking points the candidate wants to convey consistently to different audiences.

Abraham Lincoln was known for effectively using stump speeches during his political career. He would often deliver these speeches while standing on a literal stump or platform, addressing crowds of voters directly. Lincoln’s stump speeches were concise, straightforward, and focused on connecting with the common people.

Ronald Reagan’s political addresses were optimistic and uplifting. He was a clear and persuasive speaker who intertwined strong conservative ideology with effective use of storytelling and skillful injections of humor.

Campaign Speeches

A campaign speech refers to a broader category of speeches a political candidate delivers during an election campaign. These speeches can take various forms and are typically tailored to specific audiences or events. Campaign speeches are often designed to appeal to a diverse range of voters the candidate encounters at rallies, town hall meetings, debates, or other campaign events.

What Is The Purpose Of A Political Campaign Speech?

The purpose of any political campaign speech is to establish a personal connection with voters by sharing relatable stories and experiences while presenting the candidate’s policy positions and vision for the future persuasively. It is a most effective way of inspiring trust, garnering support, and persuading voters to choose the candidate as the most qualified and capable leader for the office they seek.

A political campaign speech also serves as a platform for candidates to address critical issues and challenges facing the community, showcasing their understanding of these problems and their proposed solutions.

Through their speech-making abilities, candidates aim to rally their base, sway undecided voters, and demonstrate their leadership qualities and ability to effectively govern, ultimately seeking to secure the necessary support for a successful campaign.

What Should The Content Of A Campaign Speech Be?

The content of a campaign speech should include a combination of personal anecdotes and stories that resonate with voters, highlighting shared experiences and values, as well as the candidate’s policy positions and proposals to address major issues and challenges facing the community.

Furthermore, a campaign speech should emphasize the candidate’s vision for the future, inspiring hope and optimism while instilling trust and confidence in their leadership abilities. Effective rhetorical techniques , such as persuasive language and powerful storytelling, can captivate the audience, leave a lasting impression, and generate enthusiasm and support for the candidate’s campaign.

Speechwriters play a crucial role in crafting solid stump speeches and political speeches for candidates on the campaign trail. They work closely with the candidate and their campaign team to develop a compelling message that resonates with the audience and aligns with the candidate’s goals and values.

What Type Of Speech Is A Campaign Speech?

A campaign speech is a persuasive address delivered by a political candidate during an election, aiming to engage and mobilize the audience in support of their campaign. It combines informative elements, presenting policy positions and proposals while employing persuasive techniques to sway voters.

These speeches serve as platforms for candidates to showcase their leadership qualities, establish personal connections with voters, and demonstrate their credibility. Candidates inspire trust and gain support from the audience by addressing key issues and presenting a compelling vision for the future.

What Should You Say In A Campaign Speech?

In a campaign speech, addressing critical community issues and presenting the candidate’s proposed solutions effectively is crucial. The speech should also highlight the candidate’s vision for the future, inspiring hope and establishing a personal connection with the audience through relatable stories and experiences.

Additionally, emphasizing the candidate’s qualifications, accomplishments, and relevant experiences is essential to showcase their suitability for the office they seek. It is important to appeal to the values and aspirations of the voters and conclude the speech with a strong call to action, urging the audience to support the campaign through voting, volunteering, or contributing.

For his candidacy, Republican Donald Trump used direct and confrontational language and populist messaging. His simple and repetitive slogans, such as “Make America Great Again” and “America First.” helped to convey his key messages and rally support among his base.

How Do You Start Off A Campaign Speech?

To start off a campaign speech, you can begin by acknowledging the audience and expressing gratitude for their presence, showing your appreciation for their support, much like Democratic Presidential Candidate Barack Obama did in his campaign speeches .

Provide a compelling and relatable anecdote or story that captures the essence of your message, connecting it to the aspirations and concerns of the people you aim to represent.

Following that, transition into a clear and concise statement of your campaign’s core values and priorities. Use this opportunity to outline the key issues you plan to address and explain how your policies and proposals align with your values and goals.

How Long Should A Campaign Speech Be?

A campaign speech’s ideal length varies depending on the context and audience but generally ranges from 10 to 30 minutes. It should be concise and immediately capture the listeners’ attention, holding their interest throughout.

To effectively engage the audience and convey your message, focus on delivering a speech that is long enough to cover your key points but short enough to maintain the audience’s attention and leave a lasting impression.

What Is The Difference Between A Political Campaign Speech And A Speech At A Press Conference?

A political campaign speech is a public address delivered by a candidate during an election campaign to engage and mobilize voters. It aims to convey the candidate’s message, policy positions, and vision for the future in a persuasive manner, typically lasting from 10 to 30 minutes.

On the other hand, a speech at a press conference is an o pportunity for politicians to address the media directly, often in response to specific events or issues. These speeches tend to be more focused and concise, lasting a few minutes or less, as they are designed to provide information, answer questions from journalists, and shape the narrative around a particular topic or incident.

What Should You Do If You Are Giving A Campaign Speech And The Audience Isn’t Responding Well?

If you are giving a campaign speech and the audience isn’t responding well, you can take several steps to remedy the situation:

Maintain your composure and project confidence even if the audience reaction is not what you expected.
Assess the audience’s mood and engagement level. If they seem disinterested or unresponsive, consider adjusting your delivery style.
Find ways to establish a personal connection with the audience. Share relatable stories, use humor, or ask thought-provoking questions to draw them into the speech.
If you sense specific concerns or objections from the audience, address them directly. Acknowledge their perspectives, provide clarifications, and present your viewpoint in a respectful and persuasive manner.
Adjust your content . If the audience is not responding well, evaluate your content and messaging. Ensure that you are addressing topics that are relevant and meaningful to them.

What Do You Do If You Lose Your Voice During A Campaign Speech?

If you lose your voice during a campaign speech, it can be a challenging situation, but there are steps you can take to handle it:

Losing your voice can be frustrating, but it’s crucial to remain calm and composed. Take a brief moment to gather yourself and maintain a confident demeanor.
Politely inform the audience that you are experiencing voice difficulties. Use gestures or non-verbal cues to indicate the situation, such as holding up a hand or pointing to your throat.
Take a momentary pause to allow your voice to rest and recover. Take slow, deep breaths to relax your vocal cords.
If possible, have a backup plan in place . Consider having a colleague or team member step in to continue delivering the speech on your behalf.
If your voice is strained but still audible, focus on engaging the audience through non-verbal means. Exaggerate your facial expressions, gestures, and body language slightly to convey your message.

Adam Howarth

Adam covers the topic of Public Speaking for Digital Authority. From his first experience of oratory with his school debating society to his more recent experiences of promoting the local business scene in Wrexham, Wales, he has always been involved in public speaking.