5 powerful ways to beat empty rhetoric in speeches

Empty rhetoric has incredible power—to demoralize. Whether in a townhall or one-on-one with a manager, we want our leadership to convey conviction, connection and an ability to deliver on those commitments.

President Biden’s upcoming State of the Union speech is an opportunity to learn what works (and doesn’t) so you or your spokesperson can command the podium with authenticity and authority. Here’s what to watch for:

1. Emotional connection. “President Biden’s inaugural speech was one of the best speeches I’ve seen him give over the years,” says Mike Souder, a speechwriter and former deputy communications director for the U.S. House of Representatives.

“It was well-written and projected what he wanted to,” Souder says, “in part because he’s able to make an emotional connection with the audience. That takes empathy and a willingness to be vulnerable.”

Both are evident in the president’s speeches. For example, his emotional honesty forges connections when he speaks from the heart about the loss of his first wife, daughter and his son. “It builds empathy and is authentic,” says Souder.