Say It Well: Find Your Voice, Speak Your Mind, Inspire Any Audience
Shows how to write and deliver a talk people remember. It starts from your own convictions and stories, then builds an opening, a middle and an ending that connect honestly and move listeners to act.

Table of Content
1. Introduction
57 sec
Most people dread speaking in front of a crowd, and good writing alone does not fix it: even gifted writers stammer or freeze once the cameras turn on. In Say It Well, Terry Szuplat, one of Barack Obama’s longest-serving speechwriters, argues that strong speaking starts before any script. It starts with a clear sense of your own convictions and the stories that carry them.
From there, he builds a speech in the order an audience lives through one. First comes an opening that earns trust, then a middle that holds attention through feeling, then an ending that asks for action. A last round of cutting and rehearsal finishes the job. The case running through all of it is that audiences respond to a speaker who connects honestly, far more than to data or polish. Each step below gives you something to change in your next toast, pitch, eulogy or team meeting.
2. Find the story only you can tell
1 min 37 sec
A future president learned his most important speaking lesson in church basements, long before any big stage. What he discovered there changes where you should begin before you write a single line of your next talk.
3. Give half your preparation time to thinking
1 min 35 sec
Most people prepare a talk by writing it and then reading it through once. Szuplat splits the work very differently, and he treats the room, the slides and even the audience as part of what you are building.
4. Win the room in your opening minute
1 min 28 sec
An audience decides very early whether to lean in or drift off. Szuplat has firm views on greetings, thank-yous and jokes, and one of them will surprise anyone who thinks every talk must open with a laugh.
5. Persuade people who don't share your view
1 min 37 sec
A watertight argument can still leave a room unmoved. Szuplat explains what persuades instead, and why the same proposal may need to sound completely different depending on who is sitting in front of you.
6. Speak to one person and the crowd follows
1 min 44 sec
The middle of a talk is where most audiences quietly drift away. Szuplat’s fix involves a single imagined listener, a teenager’s attention span and a style of writing that looks more like a song than a report.
7. An ending people remember and act on
1 min 39 sec
Audiences may forget much of what a speaker says, yet the closing shapes what stays with them after they leave the room. Szuplat shows what must be in place before that moment, and why a single small lie can ruin it.
8. Cut 15 percent and sound stronger
1 min 35 sec
Even a short draft is probably too long, and good posture cannot save it. Szuplat’s final stage of preparation is about subtraction, rehearsal and a calm plan for the moment something goes wrong on the day.
9. Conclusion
1 min 08 sec
Szuplat’s method adds up to a single standard: a speech works when the people in the room believe the person speaking. Every technique serves that belief. Your own stories make you credible, shared values make you relevant, and emotion and plain words make you clear. Honesty keeps the trust intact long enough for your request to matter. Slides, staging and posture help, but by his account they cannot carry a talk that has nothing true to say.
That makes the work less about performance than many nervous speakers fear. For your next talk, begin with a memory only you could share, and give half your preparation to deciding what you mean. Write as if one listener, perhaps a curious thirteen-year-old, will hear it. Then cut 15 percent and say it aloud until it sounds like you, and end by asking for one specific thing.
Obama found his voice in church basements long before the convention stage. The same order holds for anyone who has to stand up and speak: know what you believe first, and the room will hear it.
About this book
What is this book about?
Most people dread standing up to speak, and being good with words on the page does not solve it. Even skilled writers can stammer or freeze in front of cameras or a large crowd. Terry Szuplat, who spent eight years writing speeches for Barack Obama, argues that public speaking is a skill anyone can learn, and that it starts well before the script. His framework follows a speech from first thought to final thank you. It begins with finding your voice: knowing your convictions and the stories only you can tell. It then covers winning trust in the opening, persuading through the values an audience already holds, and keeping attention with real emotion, real people and plain words. It closes with an honest, specific call to action and a round of cutting and rehearsal. Readers get a practical method for any occasion, from a job interview or a eulogy to a pitch or a community meeting. Along the way come concrete tools: a rule for splitting preparation time, a thirteen-year-old test for clarity, and a target for how much of every draft to cut.
Book Information
Who it's for
Professionals who dread presenting
Professionals who dread presentations, pitches or job interviews and want a clear method from first idea to final line.
Leaders who must persuade
Managers and team leads who must rally people, persuade skeptics or speak at events.
Asked to pay tribute
Anyone asked to give a eulogy, a tribute or a community talk who wants it to sound like them.
About the Author
Terry Szuplat
Terry Szuplat was one of Barack Obama's longest-serving speechwriters. From 2009 to 2017 he served as a special assistant to the president on the National Security Council staff, and from 2013 to 2017 he was deputy director of the White House Speechwriting Office. He now runs his own speechwriting firm, Global Voices Communications, and teaches speechwriting at American University's School of Public Affairs. His essays have appeared in the New Yorker, New York Magazine and the Washington Post.
Ratings & Reviews
Ratings at a glance
What people think
Listeners find the material to be highly insightful, with one listener noting that it offers actionable advice for both beginners and seasoned speakers. Furthermore, the narrative style is praised for its excellence, as listeners characterize the storytelling as superior. The work is also viewed as an accessible and uncomplicated read.
Top reviews
Finally got around to reading Szuplat’s work, and the storytelling is absolutely top-notch. It isn't just a list of dry rules; it’s a collection of deeply personal anecdotes from the White House that illustrate how to find your own voice. The author emphasizes that a great talk is more than just entertainment—it’s about giving hope through a human voice. Truth is, I found myself getting emotional during some of the Obama stories even though I was just there for the writing tips. My only minor gripe is that some of the high-stakes political examples felt a bit distant from my daily corporate life. Still, for anyone wanting to move beyond generic 'public speaking' and actually connect with an audience, this is essential. It’s an easy read that leaves you feeling empowered rather than overwhelmed.
Show moreThis book hits the sweet spot between a professional manual and a heartfelt memoir. Terry Szuplat doesn't just tell you to be authentic; he shows you exactly how to build a narrative that resonates with people. The research, write, practice approach is a classic for a reason, but his specific formulas for openings and closings are what really set this apart. Not gonna lie, I was worried it would be too political, but the focus remains steadily on the craft of communication. He reminds us to speak factually and accurately, which is a breath of fresh air in today’s world. While I would have liked more focus on non-verbal cues and body language, the emphasis on the written word is incredibly strong. It’s a must-read for anyone who wants their words to actually matter.
Show moreWow, this book is truly something special. Terry Szuplat has written a text that is as entertaining as it is useful for the average person. Whether you’re preparing for a wedding toast or a keynote address, there is something here for you. The chapter on telling the story only you can tell was particularly moving and served as a great reminder of our unique human value. I’ve read a lot of books on this topic, but the human voice element here is what makes it stand out. It’s not just about being showy or entertaining; it’s about genuine connection and truth. Some might find it a bit light on the technical side of PowerPoint or visual aids, but the focus on the spoken word is masterful. Highly recommended for anyone who wants to speak with heart.
Show moreAfter hearing Terry speak on a podcast, I knew I had to grab his book. It’s an incredibly engaging read that feels like a conversation with a wise, experienced friend. The way he deconstructs the 'Obama style' of communication—focusing on empathy and shared values—is brilliant and very applicable to any leadership role. I loved the practical checklists and the before and after examples that show how a dull sentence can be transformed into something memorable. The truth is, most of us are terrible at telling our own stories, and this book provides the tools to fix that. It’s a bit lengthy in some of the anecdotal sections, but the payoff is worth it. For anyone looking for better ways to be understood, this is a top-tier resource.
Show moreIn my experience, most books on public speaking focus too much on 'hacks' and not enough on the actual content. Terry Szuplat flips that script by focusing on the integrity and the craft of the message itself. He provides concrete formulas for making a speech pop and stick in people's minds long after you've finished talking. I appreciated the balance between his own failures and his successes, which makes the advice feel much more grounded and real. While the book is definitely geared toward formal speeches, the lessons on psychological connection are great for any writer. Not gonna lie, I was pleasantly surprised by how much I enjoyed the behind the scenes look at the speechwriting room. It’s an easy, insightful read for both veterans and novices alike.
Show moreAs someone who dreads public speaking, I found this surprisingly accessible and encouraging. Szuplat breaks down the process into research, writing, and practice, making a daunting task feel like a manageable craft. I appreciated the section on how AI can be a tool for brainstorming, though he correctly notes that AI can never replace the stories only you can tell. Frankly, I think this book is a treasure for beginners, though veterans will still find gems in his 'behind the scenes' Obama stories. The tone is like having a strictly witty mentor nudging you to do better. If you can get past the heavy focus on the former president, there's a lot of practical value here for any communicator. It’s a solid 4-star guide that I’ll definitely keep on my shelf for reference.
Show moreEver wonder what goes on in the minds of the people who craft the world’s most important speeches? Say It Well provides a fascinating look into that world, blending White House drama with practical advice. Szuplat’s gentle encouragement makes the art of speechwriting feel attainable for everyone, not just those in the Oval Office. I loved the constant reminders to cite sources and avoid stealing words, as it grounds the advice in integrity. Personally, I think the 'why' behind connecting with an audience was the most impactful part of the whole book. It’s an easy read, though some sections feel a bit repetitive if you’re already familiar with basic rhetoric. Overall, it’s an insightful guide that bridges the gap between high-level theory and everyday application.
Show morePicked this up because I wanted to improve my storytelling techniques for work presentations. Szuplat’s background as a White House speechwriter brings a level of authority that you just don't get from most influencer books. I particularly enjoyed the tips about using AI to jumpstart the writing process without losing your personal touch. In my experience, most people struggle with the practice phase, and his advice there is gold. My only complaint is that the book leans very heavily on historical speeches, which aren't always applicable to a five-minute Zoom meeting. Regardless, the insights on how to build trust through language are universally applicable. It’s a polished, professional guide that manages to stay warm and accessible throughout.
Show moreNot what I expected, though that’s partly on me for not reading the blurb more carefully. I was looking for something to help with job interviews and general social anxiety, but this is very much focused on formal speechwriting. If you aren't planning to stand behind a podium anytime soon, some of the advice might feel a bit niche. To be fair, the writing is excellent and the Obama anecdotes are fascinating from a historical perspective. But the leap from writing a State of the Union address to chatting with a manager is quite large. I also felt like the book could have used more templates or worksheets for everyday use. It’s a good read for completionists or those who love political memoirs, but as a self-help tool, it’s a bit of a mixed bag.
Show moreLook, I really wanted to love this more than I did, but the heavy emphasis on the Obama years felt like a distraction. If you aren't a fan of that administration, you might find it hard to get through the constant name-dropping and specific political context. Beyond the politics, the advice is solid but fairly standard for anyone who has read a few books on communication. It’s definitely more speech-focused than I wanted, and I was hoping for more general tips on capturing attention in digital content. The truth is, it’s a well-written book with great storytelling, but it feels like it’s trying to be two things at once—a memoir and a manual—and doesn't quite master either. Fine for a library borrow, but maybe not a permanent addition to the shelf.
Show moreQuestions about this book
What is the main idea of Say It Well by Terry Szuplat?
Szuplat, a longtime speechwriter for Barack Obama, argues that public speaking is a learnable skill that begins with knowing your own convictions and the stories only you can tell. From there he guides a speech through a warm, credible opening, a middle built on values, emotion and plain language, an honest ending with a specific call to action, and a final round of cutting and rehearsal.
What is the 50-25-25 rule in Say It Well?
It is Szuplat’s guide to splitting preparation time. Half goes to thinking and organizing, a quarter to writing, and the last quarter to practicing and refining. The thinking half comes first because that is where you work out who your audience is and what will move them. During the final quarter he suggests cutting each draft by about 15 percent and rehearsing it out loud.
What is Values-Based Public Speaking?
It is Szuplat’s approach to persuasion. Arguments alone rarely win people over, so the speaker frames the case in values the audience already holds. For listeners who care about compassion, that means stressing empathy, safety and community. For those who prize fairness, it means equality, justice and opportunity. Other audiences may put liberty, independence or tradition first, and the speaker’s job is to learn which values matter in the room.
How should you end a speech, according to Terry Szuplat?
First make sure you have earned trust: credit borrowed words, never invent facts and admit hard truths. Then give a specific call to action and show you are acting on it yourself. People remember how an ending made them feel, so close on hope, a recap, a story finished from the opening, or a direct question such as What will you do next. A simple Thank you very much often finishes it.
Who should read Say It Well?
It suits anyone who has to speak and dreads it: professionals giving presentations or pitches, job candidates, managers who need to rally a team, and people asked to give a eulogy, tribute or community talk. Its tools are concrete, from the 50-25-25 rule for preparation to the thirteen-year-old test for clear language and cutting every draft by 15 percent.
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