Archive for the ‘ communications ’ Category

Blog posts not getting retweeted? Here are 7 things to consider…

Okay, so I’m still new to the blogging game. Very new. Although I appreciate my retweets and my new subscribers (I really do!!), I want more! Who doesn’t?!? I have a message that I want to get out to an audience of like-minded people. Can’t do that if no one is paying attention to you, right? So, if you are new to the blogging game like me and are interested in learning how to get your RTs up and get noticed, I suggest you check out the below list compiled by Stanford, a writer at Pushing Social.

1. Bad Retweet Button Placement:

Readers can’t click buttons they can’t find.  Also, people will not click a button that doesn’t say, “tweet”.  My retweets sucked until I quit being cute with the button.  I put a large green button at the top of my post. And…Voila! I started getting retweets.  Sometimes the best solutions are the easiest.

2. Boring Headlines

Savvy content curators could beat Lois Lane to a story any day of the week.  In order to stay relevant, twitter aficionados constantly hunt for the interesting, bizarre, paradoxical, and practical.  That means they make instant judgment calls about your post based on your headline.

Your utterly factual headline will get ignored.  However, if you write a neck-snapping work of art then you’ll get their attention.  This isn’t as hard as you think and the web is littered with great spots to find headline ideas.

3.  Mumbling

What?

A blogger mumbles when they write 3 paragraphs of plodding prose before they get to their point.

Most people don’t have time for you to slowly build to your “aha” crescendo.  If you make your reader wait for the punch line, you will never get the retweet.

That’s why I always tell my Blogging Bootcamp students to drop the first paragraph of their blog posts.  Many of them find that their post instantly jumps in quality.

4. Small Audience

New bloggers don’t have big audiences.  It’s simple logic.  No audience = no retweets.  So, before you set your expectations to high, work on driving traffic to your blog.  There are zillions of posts out there that talk about how to do this.

However, I do have one tip.  Start tweeting.  Find the big names in your niche and follow them.  Go one-step further and follow the people they follow.

Next find a tweet chat that focuses on your niche.  Actively participate in the tweet chat and start to build a quality crowd of followers.  Once you get to 100 followers, start promoting your posts.  It will take time but it will work.

5.  Shy Audience

Some people won’t retweet.  They may leave a comment or even link to your post, but they won’t retweet.  Why?  There are a couple of good reasons –

For example, business audiences have to be careful about affiliations. Retweeting your post could violate a company policy.  Other audiences may be less “Twitter-focused” than the social media crowd.  Although they appreciate your post, they hate using twitter.

Whatever the reason are you will need to switch strategies if your audience can’t or won’t use Twitter.

6. Wrong Type of Posts

Some posts are more retweetable than others. Deeply personal, diary-type entries have a tough type getting shared.  Readers feel that the post is semi-private and are unsure if it’s supposed to be retweeted.

On the other hand, the ever-popular (and effective) list post is the retweet champ.  Readers can immediately see the value of “resource” posts and quickly RT it to their audience.

Reviews are also great retweet material.  Last in the list would be the Opinion Post (or the rant).  If the opinion post has a great headline, then it will be spread far and wide.  But be careful, your rant can be so controversial that it could be too hot to handle. Most bloggers don’t mind a provocative post but many will avoid spreading personal attacks or controversy.

7. Your Post Just Sucks

I’ve written my fair share of posts that just fell flat. My muse decided to hide out. Or, I made the mistake of forcing a topic that just wasn’t there.

So, what did you guys think about this post? Good enough to retweet, eh? Well, you see those little buttons at the bottom of this post? Just click on the one that says Twitter and follow the instructions for me, will ya? Thanks a bunch!

Starbucks Now Accepts Mobile Money!

Starbucks has entered into the next stage of mobile apps. Yesterday, they announced the launch of their mobile payment app. The app is available for iPhone, iPod touch and Blackberry users. An app will also be made for Android phones, but the launch date has not been made public.

As of yesterday, 6,800 company-operated Starbucks stores nationwide kicked off the launch of the Starbucks Card Mobile payment program. The Starbucks Card Mobile already lets consumers reload their Starbucks cards and track rewards.  To pay with their phone, all app users need to do is select “touch to pay” and hold the barcode that appears on the screen up to the 2-D scanner at the register.

The Starbucks Card Mobile payment program is awesome for a few reasons:

  • It speeds up services and improves customer satisfaction.
  • It shows that Starbucks is listening to and watching their customers.

o   Their customers have requested a mobile payment option.

o   They have been monitored in line using their smart phones.

o   One in five transactions are made using a Starbucks card. *courtesy of “Starbucks Starts Accepting Mobile Payment,” Mashable

  • It is cutting-edge (to use a cliché phrase).  Mobile apps are designed to bring convenience to the user.  In this case the mobile app is still bringing convenience to the user, but not removing the foot traffic received by Starbucks. In fact, this new faster, more tech-savvy mobile payment method might increase foot traffic!

I commend Starbucks on their mobile efforts. This is a great example of an organization that understands its audience and evolves to better suite them. Bravo Starbucks.

We’ll see whose next…

Job seekers who use social media have a competitive edge over those who don’t use social media

How’s this for a strong number? More than 80 percent of employers now use LinkedIn, Facebook, and Twitter to find new hires! This is according to recruiting platform Jobvite.  Here is the breakdown:

Employers use social media sites to learn about the “real you.” Of course, you will put your best foot forward on your paper resume, but how do you conduct yourself online? Who are you networking with online? LinkedIn is a great professional networking site that allows you to connect with other professionals in your area, or nationwide, and received recommendations from your colleagues. For those reason (and more) LinkedIn is the online resource of choice by the majority of employers who participated in this survey.

Be mindful of the way you portray yourself on sites like Facebook and Twitter. Employers use these sites to see how you conduct yourself when you think only your “friends” and “followers” are watching. If you are interviewing or looking for a job, it might not be a good idea to post those Spring Break pictures!

So, how can you use social media to attract the attention of employers? Check out this top ten list provided by Fortune Magazine online:

1. Think of your online persona as a brand. Identify the skills that set you apart from the crowd. “Your brand should define the areas where you specialize, and make a persuasive case for the value you can bring,” says Chambers.

2. Use your professional headline to showcase your abilities. On LinkedIn, the headline right below your name is “an especially important part of your branding,” Chambers notes. Rather than just stating your current (or most recent) job title, the headline “should consist of keywords that accentuate the range of what you can do.”

3. Position yourself as an expert in your field. Your LinkedIn profile should “include searchable keywords that cover the depth of your experience and skills,” Chambers says. “Employers often use social media sites to search for solutions to specific problems, and your expertise may be what they are looking for.”

4. Check carefully for any discrepancies between your resume and your online profiles. “Dates of employment, titles, and other details have to match those on your resume precisely,” says Chambers. “Employers will pick up any inconsistencies right away.” Even a small, innocent error can make you look dishonest or just careless — not the first impression you want to create.

5. Join LinkedIn and Facebook groups comprised of people in your field. You may well meet prospective employers this way, and “answering questions from other group members and discussing the latest industry trends is a great way to stay current in your field.”

6. Include your LinkedIn URL in the signature block of your emails. Doing so encourages people to click on your profile, and the more activity your profile gets, the higher up your name will appear in a search.

7. Make sure you adjust the privacy settings on your profile to “public.” You want employers to find your LinkedIn profile when they Google you, so “adjust your privacy settings to accept InMail, a service that is often used by recruiters,” says Chambers.

8. Devote a Facebook page to your professional life, in addition to your separate, personal Facebook page. Include the same information that appears on LinkedIn, perhaps with a few more colorful details — a photo of you giving a speech to a professional group, for example, along with a synopsis of what you said. A Facebook page that is strictly work-related gives you one more opportunity to impress potential employers when they go fishing online, so why not use it to the fullest?

9. Keep your social media profiles updated. “Give meaningful status updates, such as links to your blog if you have one, to show that you’re continuing to develop your expertise,” Chambers suggests.

10. Include brief reports on your job search in your status updates. This is especially important if your job search goals evolve over time, or if you acquire any new training or qualifications as you go along. Even if that’s not the case, it never hurts to remind your connections every now and then that you’re available. One of them may know of the perfect job opening for you.

Has social media helped you network or find your job? If so, I’d love to hear about it!!

How’s this for a strong number, 83 percent of employers now use LinkedIn, Facebook, and Twitter to find new hires! This is according to recruiting platform Jobvite.  Here is the breakdown: 

Employers use social media sites to learn about the “real you.” Of course, you will put your best foot forward on your paper resume, but how do you conduct yourself online? Who are you networking with online? LinkedIn is a great professional networking site that allows you to connect with other professionals in your area, or nationwide, and received recommendations from your colleagues. For those reason (and more) LinkedIn is the online resource of choice by the majority of employers who participated in this survey.

Be mindful of the way you portray yourself on sites like Facebook and Twitter. Employers use these sites to see how you conduct yourself when you think only your “friends” and “followers” are watching. If you are interviewing or looking for a job, it might not be a good idea to post those Spring Break pictures!

So, how can you use social media to attract the attention of employers? Check out this top ten list provided by Fortune Magazine online:

1. Think of your online persona as a brand. Identify the skills that set you apart from the crowd. “Your brand should define the areas where you specialize, and make a persuasive case for the value you can bring,” says Chambers.

2. Use your professional headline to showcase your abilities. On LinkedIn, the headline right below your name is “an especially important part of your branding,” Chambers notes. Rather than just stating your current (or most recent) job title, the headline “should consist of keywords that accentuate the range of what you can do.”

3. Position yourself as an expert in your field. Your LinkedIn profile should “include searchable keywords that cover the depth of your experience and skills,” Chambers says. “Employers often use social media sites to search for solutions to specific problems, and your expertise may be what they are looking for.”

4. Check carefully for any discrepancies between your resume and your online profiles. “Dates of employment, titles, and other details have to match those on your resume precisely,” says Chambers. “Employers will pick up any inconsistencies right away.” Even a small, innocent error can make you look dishonest or just careless — not the first impression you want to create.

5. Join LinkedIn and Facebook groups comprised of people in your field. You may well meet prospective employers this way, and “answering questions from other group members and discussing the latest industry trends is a great way to stay current in your field.”

6. Include your LinkedIn URL in the signature block of your emails. Doing so encourages people to click on your profile, and the more activity your profile gets, the higher up your name will appear in a search.

7. Make sure you adjust the privacy settings on your profile to “public.” You want employers to find your LinkedIn profile when they Google you, so “adjust your privacy settings to accept InMail, a service that is often used by recruiters,” says Chambers.

8. Devote a Facebook page to your professional life, in addition to your separate, personal Facebook page. Include the same information that appears on LinkedIn, perhaps with a few more colorful details — a photo of you giving a speech to a professional group, for example, along with a synopsis of what you said. A Facebook page that is strictly work-related gives you one more opportunity to impress potential employers when they go fishing online, so why not use it to the fullest?

9. Keep your social media profiles updated. “Give meaningful status updates, such as links to your blog if you have one, to show that you’re continuing to develop your expertise,” Chambers suggests.

10. Include brief reports on your job search in your status updates. This is especially important if your job search goals evolve over time, or if you acquire any new training or qualifications as you go along. Even if that’s not the case, it never hurts to remind your connections every now and then that you’re available. One of them may know of the perfect job opening for you.

Has social media helped you network or find your job? If so, I’d love to hear about it!!

How’s this for a strong number, 83 percent of employers now use LinkedIn, Facebook, and Twitter to find new hires! This is according to recruiting platform Jobvite. Here is the breakdown:

Speechwriters! Take Note: Dr. Martin Luther King, Jr.’s “I Have a Dream” speech

Dr. King’s “I Have a Dream” speech and his “Letter from a Birmingham Jail” have been recognized as two of the most well-written and delivered speeches in history. As a writer, Dr. King was a master of metaphors. He could paint a picture with words so well that he commanded the attention of those around him. He connected with them and kept them engaged with every breath and word.

The below article provided by Ragan.com, was written by Andrew Dlugan, editor and founder of Six Minutes. Six Minutes is a public speaking and presentation blog. Enjoy!

‘I Have a Dream’ holds 5 lessons for speechwriters

Rev. King’s stirring address resonates in oratorical circles as well as historical ones

“I Have a Dream” by Martin Luther King Jr. is one of the most memorable speeches of all time.

Much of the greatness of this speech is tied to its historical context, a topic which goes beyond the scope of this article. Instead, I’ll focus on five key lessons in speechwriting that we can extract from Martin Luther King’s most famous speech.

  • Emphasize phrases by repeating at the beginning of sentences
  • Repeat key “theme” words throughout your speech
  • Utilize appropriate quotations or allusions
  • Use specific examples to “ground” your arguments
  • Use metaphors to highlight contrasting concepts

Lesson 1: Emphasize phrases through repetition at the start of a sentence

Anaphora (repeating words at the beginning of neighboring clauses) is a commonly used rhetorical device. Repeating the words twice sets the pattern, and further repetitions emphasize the pattern and increase the rhetorical effect.

I have a dream” is repeated in eight successive sentences, and is one of the most often cited examples of anaphora in modern rhetoric. But this is just one of eight occurrences of anaphora in this speech. By order of introduction, here are the key phrases:

  • “One hundred years later…” [paragraph 3]
  • “Now is the time…” [paragraph 6]
  • “We must…” [paragraph 8]
  • “We can never (cannot) be satisfied…” [paragraph 13]
  • “Go back to…” [paragraph 14]
  • “I Have a Dream…” [paragraphs 16 through 24]
  • “With this faith, …” [paragraph 26]
  • “Let freedom ring (from) …” [paragraphs 27 through 41]

Read those repeated phrases in sequence. Even in the absence of the remainder of the speech, these key phrases tell much of King’s story. Emphasis through repetition makes these phrases more memorable and, by extension, make King’s story more memorable.

Lesson 2: Repeat key “theme” words throughout your speech

Repetition in forms like anaphora is obvious, but there are more subtleways to use repetition as well. One way is to repeat key “theme” words throughout the body of your speech.

If you count the frequency of words used in King’s “I Have a Dream,” interesting patterns emerge. The most commonly used noun is freedom, which is used 20 times in the speech. This makes sense, as freedom is one of the primary themes of the speech.

Other key themes? Consider these commonly repeated words:

  • freedom (20 times)
  • we (30 times), our (17 times), you (8 times)
  • nation (10 times), America (5 times), American (4 times)
  • justice (8 times) and injustice (3 times)
  • dream (11 times)

“I Have a Dream” can be summarized in the view below, which associates the size of the word with its frequency.

Lesson #3: Utilize appropriate quotations or allusions

Evoking historic and literary references is a powerful speechwriting technique which can be executed explicitly (a direct quotation) or implicitly (allusion).

You can improve the credibility of your arguments by referring to the (appropriate) words of credible speakers/writers in your speech. Consider the allusions used by Martin Luther King Jr.:

  • “Five score years ago…” [paragraph 2] refers to Lincoln’s famous Gettysburg Address speech, which began “Four score and seven years ago…” This allusion is particularly poignant given that King was speaking in front of the Lincoln Memorial.
  • Life, Liberty, and the Pursuit of Happiness” [and the rest of paragraph 4] is a reference to the Declaration of Independence.
  • Numerous Biblical allusions provide the moral basis for King’s arguments:

It came as a joyous daybreak to end the long night of their captivity.” [paragraph 2] alludes to Psalms 30:5 “For his anger is but for a moment; his favor is for a lifetime. Weeping may linger for the night, but joy comes with the morning.

Let us not seek to satisfy our thirst for freedom by drinking from the cup of bitterness and hatred.” [paragraph 8] evokes Jeremiah 2:13 “…for my people have committed two evils: They have forsaken me, the fountain of living water, and dug out cisterns for themselves, cracked cisterns that can hold no water

More biblical allusions from King’s “I Have a Dream” speech can be found here.

Lesson 4: Use examples to “ground” your arguments

Your speech is greatly improved when you provide examples that illustrate your logical (and perhaps theoretical) arguments.

One way that Martin Luther King Jr. accomplishes this is to make numerous geographic references throughout the speech:

  • Mississippi, New York [paragraph 13]
  • Mississippi, Alabama, South Carolina, Georgia, Louisiana [14]
  • Georgia [18]
  • Mississippi [19]
  • Alabama [22]
  • New Hampshire [32], New York [33], Pennsylvania [34], Colorado [35], California [36], Georgia [37], Tennessee [38], Mississippi [39]

Note that Mississippi is mentioned on four separate occasions. This is not accidental; mentioning Mississippi would evoke some of the strongest emotions and images for his audience.

Additionally, King uses relatively generic geographic references to make his message more inclusive:

  • “slums and ghettos of our northern cities” [paragraph 14]
  • “the South” [25]
  • “From every mountainside” [40]
  • “from every village and every hamlet” [41]

Lesson 5: Use metaphors to highlight contrasting concepts

Metaphors allow you to associate your speech concepts with concrete images and emotions.

To highlight the contrast between two abstract concepts, consider associating them with contrasting concrete metaphors. For example, to contrast segregation with racial justice, King evokes the contrasting metaphors of dark and desolate valley (of segregation) and sunlit path (of racial justice.)

  • “joyous daybreak to end the long night of their captivity” [paragraph 2]
  • “the Negro lives on a lonely island of poverty in the midst of a vast ocean of material prosperity” [3]
  • “rise from the dark and desolate valley of segregation to the sunlit path of racial justice” [6]
  • “This sweltering summer of the Negro’s legitimate discontent will not pass until there is an invigorating autumn of freedom and equality.” [7]
  • “sweltering with the heat of oppression, will be transformed into an oasis of freedom and justice.” [19]

How can you employ contrasting metaphors in your next speech?

Andrew Dlugan is the editor and founder of Six Minutes, a public speaking and presentation skills blog.

 

This article was provided courtesy of Ragan.com: ‘I Have a Dream’ holds 5 lessons for speechwriters

Dr. King’s “I Have a Dream” speech and his “Letter from a Birmingham Jail” have been recognized as two of the most well-written and delivered speeches in history. As a writer, Dr. King was a master of metaphors. He could paint a picture with words so well that he commanded the attention of those around him. He connected with them and kept them engaged with every breath and word.

The below article provided by Ragan.com, was written by Andrew Dlugan, editor and founder of Six Minutes. Six Minutes is a public speaking and presentation blog. Enjoy!

“I Have a Dream” by Martin Luther King Jr. is one of the most memorable speeches of all time.

Much of the greatness of this speech is tied to its historical context, a topic which goes beyond the scope of this article. Instead, I’ll focus on five key lessons in speechwriting that we can extract from Martin Luther King’s most famous speech.

  • Emphasize phrases by repeating at the beginning of sentences
  • Repeat key “theme” words throughout your speech
  • Utilize appropriate quotations or allusions
  • Use specific examples to “ground” your arguments
  • Use metaphors to highlight contrasting concepts

Lesson 1: Emphasize phrases through repetition at the start of a sentence

Anaphora (repeating words at the beginning of neighboring clauses) is a commonly used rhetorical device. Repeating the words twice sets the pattern, and further repetitions emphasize the pattern and increase the rhetorical effect.

I have a dream” is repeated in eight successive sentences, and is one of the most often cited examples of anaphora in modern rhetoric. But this is just one of eight occurrences of anaphora in this speech. By order of introduction, here are the key phrases:

  • “One hundred years later…” [paragraph 3]
  • “Now is the time…” [paragraph 6]
  • “We must…” [paragraph 8]
  • “We can never (cannot) be satisfied…” [paragraph 13]
  • “Go back to…” [paragraph 14]
  • “I Have a Dream…” [paragraphs 16 through 24]
  • “With this faith, …” [paragraph 26]
  • “Let freedom ring (from) …” [paragraphs 27 through 41]

Read those repeated phrases in sequence. Even in the absence of the remainder of the speech, these key phrases tell much of King’s story. Emphasis through repetition makes these phrases more memorable and, by extension, make King’s story more memorable.

Lesson 2: Repeat key “theme” words throughout your speech

Repetition in forms like anaphora is obvious, but there are more subtleways to use repetition as well. One way is to repeat key “theme” words throughout the body of your speech.

If you count the frequency of words used in King’s “I Have a Dream,” interesting patterns emerge. The most commonly used noun is freedom, which is used 20 times in the speech. This makes sense, as freedom is one of the primary themes of the speech.

Other key themes? Consider these commonly repeated words:

  • freedom (20 times)
  • we (30 times), our (17 times), you (8 times)
  • nation (10 times), America (5 times), American (4 times)
  • justice (8 times) and injustice (3 times)
  • dream (11 times)

“I Have a Dream” can be summarized in the view below, which associates the size of the word with its frequency.

Lesson #3: Utilize appropriate quotations or allusions

Evoking historic and literary references is a powerful speechwriting technique which can be executed explicitly (a direct quotation) or implicitly (allusion).

You can improve the credibility of your arguments by referring to the (appropriate) words of credible speakers/writers in your speech. Consider the allusions used by Martin Luther King Jr.:

  • “Five score years ago…” [paragraph 2] refers to Lincoln’s famous Gettysburg Address speech, which began “Four score and seven years ago…” This allusion is particularly poignant given that King was speaking in front of the Lincoln Memorial.
  • Life, Liberty, and the Pursuit of Happiness” [and the rest of paragraph 4] is a reference to the Declaration of Independence.
  • Numerous Biblical allusions provide the moral basis for King’s arguments:

It came as a joyous daybreak to end the long night of their captivity.” [paragraph 2] alludes to Psalms 30:5 “For his anger is but for a moment; his favor is for a lifetime. Weeping may linger for the night, but joy comes with the morning.

Let us not seek to satisfy our thirst for freedom by drinking from the cup of bitterness and hatred.” [paragraph 8] evokes Jeremiah 2:13 “…for my people have committed two evils: They have forsaken me, the fountain of living water, and dug out cisterns for themselves, cracked cisterns that can hold no water

More biblical allusions from King’s “I Have a Dream” speech can be found here.

Lesson 4: Use examples to “ground” your arguments

Your speech is greatly improved when you provide examples that illustrate your logical (and perhaps theoretical) arguments.

One way that Martin Luther King Jr. accomplishes this is to make numerous geographic references throughout the speech:

  • Mississippi, New York [paragraph 13]
  • Mississippi, Alabama, South Carolina, Georgia, Louisiana [14]
  • Georgia [18]
  • Mississippi [19]
  • Alabama [22]
  • New Hampshire [32], New York [33], Pennsylvania [34], Colorado [35], California [36], Georgia [37], Tennessee [38], Mississippi [39]

Note that Mississippi is mentioned on four separate occasions. This is not accidental; mentioning Mississippi would evoke some of the strongest emotions and images for his audience.

Additionally, King uses relatively generic geographic references to make his message more inclusive:

  • “slums and ghettos of our northern cities” [paragraph 14]
  • “the South” [25]
  • “From every mountainside” [40]
  • “from every village and every hamlet” [41]

Lesson 5: Use metaphors to highlight contrasting concepts

Metaphors allow you to associate your speech concepts with concrete images and emotions.

To highlight the contrast between two abstract concepts, consider associating them with contrasting concrete metaphors. For example, to contrast segregation with racial justice, King evokes the contrasting metaphors of dark and desolate valley (of segregation) and sunlit path (of racial justice.)

  • “joyous daybreak to end the long night of their captivity” [paragraph 2]
  • “the Negro lives on a lonely island of poverty in the midst of a vast ocean of material prosperity” [3]
  • “rise from the dark and desolate valley of segregation to the sunlit path of racial justice” [6]
  • “This sweltering summer of the Negro’s legitimate discontent will not pass until there is an invigorating autumn of freedom and equality.” [7]
  • “sweltering with the heat of oppression, will be transformed into an oasis of freedom and justice.” [19]

How can you employ contrasting metaphors in your next speech?

Andrew Dlugan is the editor and founder of Six Minutes, a public speaking and presentation skills blog.

This article was provided courtesy of Ragan.com: ‘I Have a Dream’ holds 5 lessons for speechwriters

Dr. King’s “I Have a Dream” speech and his “Letter from a Birmingham Jail” have been recognized as two of the most well-written and delivered speeches in history. As a writer, Dr. King was a master of metaphors. He could paint a picture with words so well that he commanded the attention of those around him. He connected with them and kept them engaged with every breath and word.

The below article provided by Ragan.com, was written by Andrew Dlugan, editor and founder of Six Minutes. Six Minutes is a public speaking and presentation blog. Enjoy!

“I Have a Dream” by Martin Luther King Jr. is one of the most memorable speeches of all time.

Much of the greatness of this speech is tied to its historical context, a topic which goes beyond the scope of this article. Instead, I’ll focus on five key lessons in speechwriting that we can extract from Martin Luther King’s most famous speech.

  • Emphasize phrases by repeating at the beginning of sentences
  • Repeat key “theme” words throughout your speech
  • Utilize appropriate quotations or allusions
  • Use specific examples to “ground” your arguments
  • Use metaphors to highlight contrasting concepts

Lesson 1: Emphasize phrases through repetition at the start of a sentence

Anaphora (repeating words at the beginning of neighboring clauses) is a commonly used rhetorical device. Repeating the words twice sets the pattern, and further repetitions emphasize the pattern and increase the rhetorical effect.

I have a dream” is repeated in eight successive sentences, and is one of the most often cited examples of anaphora in modern rhetoric. But this is just one of eight occurrences of anaphora in this speech. By order of introduction, here are the key phrases:

  • “One hundred years later…” [paragraph 3]
  • “Now is the time…” [paragraph 6]
  • “We must…” [paragraph 8]
  • “We can never (cannot) be satisfied…” [paragraph 13]
  • “Go back to…” [paragraph 14]
  • “I Have a Dream…” [paragraphs 16 through 24]
  • “With this faith, …” [paragraph 26]
  • “Let freedom ring (from) …” [paragraphs 27 through 41]

Read those repeated phrases in sequence. Even in the absence of the remainder of the speech, these key phrases tell much of King’s story. Emphasis through repetition makes these phrases more memorable and, by extension, make King’s story more memorable.

Lesson 2: Repeat key “theme” words throughout your speech

Repetition in forms like anaphora is obvious, but there are more subtleways to use repetition as well. One way is to repeat key “theme” words throughout the body of your speech.

If you count the frequency of words used in King’s “I Have a Dream,” interesting patterns emerge. The most commonly used noun is freedom, which is used 20 times in the speech. This makes sense, as freedom is one of the primary themes of the speech.

Other key themes? Consider these commonly repeated words:

  • freedom (20 times)
  • we (30 times), our (17 times), you (8 times)
  • nation (10 times), America (5 times), American (4 times)
  • justice (8 times) and injustice (3 times)
  • dream (11 times)

“I Have a Dream” can be summarized in the view below, which associates the size of the word with its frequency.

Lesson #3: Utilize appropriate quotations or allusions

Evoking historic and literary references is a powerful speechwriting technique which can be executed explicitly (a direct quotation) or implicitly (allusion).

You can improve the credibility of your arguments by referring to the (appropriate) words of credible speakers/writers in your speech. Consider the allusions used by Martin Luther King Jr.:

  • “Five score years ago…” [paragraph 2] refers to Lincoln’s famous Gettysburg Address speech, which began “Four score and seven years ago…” This allusion is particularly poignant given that King was speaking in front of the Lincoln Memorial.
  • Life, Liberty, and the Pursuit of Happiness” [and the rest of paragraph 4] is a reference to the Declaration of Independence.
  • Numerous Biblical allusions provide the moral basis for King’s arguments:

It came as a joyous daybreak to end the long night of their captivity.” [paragraph 2] alludes to Psalms 30:5 “For his anger is but for a moment; his favor is for a lifetime. Weeping may linger for the night, but joy comes with the morning.

Let us not seek to satisfy our thirst for freedom by drinking from the cup of bitterness and hatred.” [paragraph 8] evokes Jeremiah 2:13 “…for my people have committed two evils: They have forsaken me, the fountain of living water, and dug out cisterns for themselves, cracked cisterns that can hold no water

More biblical allusions from King’s “I Have a Dream” speech can be found here.

Lesson 4: Use examples to “ground” your arguments

Your speech is greatly improved when you provide examples that illustrate your logical (and perhaps theoretical) arguments.

One way that Martin Luther King Jr. accomplishes this is to make numerous geographic references throughout the speech:

  • Mississippi, New York [paragraph 13]
  • Mississippi, Alabama, South Carolina, Georgia, Louisiana [14]
  • Georgia [18]
  • Mississippi [19]
  • Alabama [22]
  • New Hampshire [32], New York [33], Pennsylvania [34], Colorado [35], California [36], Georgia [37], Tennessee [38], Mississippi [39]

Note that Mississippi is mentioned on four separate occasions. This is not accidental; mentioning Mississippi would evoke some of the strongest emotions and images for his audience.

Additionally, King uses relatively generic geographic references to make his message more inclusive:

  • “slums and ghettos of our northern cities” [paragraph 14]
  • “the South” [25]
  • “From every mountainside” [40]
  • “from every village and every hamlet” [41]

Lesson 5: Use metaphors to highlight contrasting concepts

Metaphors allow you to associate your speech concepts with concrete images and emotions.

To highlight the contrast between two abstract concepts, consider associating them with contrasting concrete metaphors. For example, to contrast segregation with racial justice, King evokes the contrasting metaphors of dark and desolate valley (of segregation) and sunlit path (of racial justice.)

  • “joyous daybreak to end the long night of their captivity” [paragraph 2]
  • “the Negro lives on a lonely island of poverty in the midst of a vast ocean of material prosperity” [3]
  • “rise from the dark and desolate valley of segregation to the sunlit path of racial justice” [6]
  • “This sweltering summer of the Negro’s legitimate discontent will not pass until there is an invigorating autumn of freedom and equality.” [7]
  • “sweltering with the heat of oppression, will be transformed into an oasis of freedom and justice.” [19]

How can you employ contrasting metaphors in your next speech?

Andrew Dlugan is the editor and founder of Six Minutes, a public speaking and presentation skills blog.