Chapter 32. People Remember Beginnings and Endings

“I have a dream,” said Martin Luther King, introducing his most famous speech. “Four score and seven years ago…” began the Gettysburg Address. Good speechwriters know that an engaging piece of text needs a “hook”: something that pulls in the listener or reader right from the start, paving the way for what is to come. In those famous speeches of American history, those initial hooks successfully evoked a vision in others’ minds of the nation’s past and future.

Note

An engaging piece of text needs a “hook”: something that pulls in the listener or reader.

While the speeches you make at work may not be headed for the National Archives, nor address such significant audiences, every one of them requires ...

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