A good speechwriter should be able to write variations on the theme. After all there are many occasions when there are the same fundamental things to be said. It’s how you tweak them to the occasion that really matters.
A birthday speech is one example. A good speech will reflect on the past and toast the future no matter whether it’s a coming of age or a 60th birthday. Within that framework the writer has to provide the variations that will make the speech special and personal. You might mention that the birthday boy or girl loves The Beatles or is a theatre buff who adores Shakespeare. Your speech might refer to a favourite bit of poetry or the love that person had for a particular game. A retirement speech is another example. The speechwriter will talk of work well done and of a future without work. The challenge is to make the rest of the speech relevant to the particular employee. The speech may contain references to his or her particular skills or leadership ability. It may speak about the doughnuts the retiree ate every morning at coffee break. It could contain a reference to some achievement during his or her working life. A good speechwriter will, of course, have done some homework and found out about the retiree’s personal life and mention his or her retirement plan to sail the Atlantic ort write a book. The speeches will have the same format but, just as people are different so too should the contents of those speeches.

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