Rhetoric: Structuring a Speech

The Three Phases of a Successful Speech

In its simplest form, any speech consists of three phases: the introduction, the main body, and the conclusion. But what exactly do you need to pay attention to in each phase to deliver an outstanding speech? In this text, I’ll reveal that secret and share techniques for all three parts.

Introduction

Right at the start of your speech, you typically have 100% of your audience’s attention automatically. The main goal here is to keep it and ensure your listeners remain engaged for the rest of the presentation.

Main Body

This is where you present your main message or demonstrate your expertise with specific content. In the main body, you primarily persuade through your arguments.

Conclusion

Because the ending of a speech stays in people’s memories the longest, this is where you make your pitch, call the audience to action, or summarize the most important points.

Mark Twain

“A good speech has a good beginning and a good ending – and they should be as close together as possible.”

The Introduction I

What do you do if the first minute of a speech is boring? Back in school, maybe you would have read a book under your desk, but these days most people in that situation would take out their phones. To prevent that, you have to do something special. Use one of the techniques suggested here for a memorable opener.

1. The “Royal” Opener: Stories and Metaphors

“When I was 14, I had no idea what I wanted to do with my life. But at that age, I read a book and discovered an exercise that anyone can use to find their vision. I’d like to share that exercise with you today.” Stories and metaphors fascinate people. Start with a personal story, the history of your company, or a metaphor that suits the topic. For example, “We are David and our competitor is Goliath…” Stories are lively, easy to remember, and appeal to a broad audience—make the most of them.

2. The Unusual Opener: A Question

“Who among you has never failed in their life?” Bam, and you’ve captured your audience’s attention. At the start, it’s best to use rhetorical questions—questions that require no direct reply—or ask them to respond with a show of hands. The big plus: the audience must engage their thoughts immediately. No time for checking their phones.

3. The Classic: A Suitable Quote

“You must burn within yourself that which you wish to ignite in others.” Pick a quote relevant to your topic, and you’ll have a solid, clever opening. Important: If the quote is complex, feel free to read it aloud.

Wolfram Weidner

“Some remarks deserve to be savored on the eardrum.”

The Introduction II

4. For the Pros: Address Something Current

“Just now, I spoke with the head of the department, and we agree—we’re not giving up…” The downside is that you can’t fully plan for this method. But the upside is that referencing something immediately topical helps you connect with your audience right away. What could you mention? Recent world events, news about your company, or even the weather (some speakers can turn that into a hot topic too!). For example: “Please look out the window—this storm symbolizes what could happen if we don’t take action…”

5. For the Bold: A Show Element

A speaker walks on stage and starts fiddling with their phone. Only when the audience gets restless does the speaker look up and say, “You see? It feels disrespectful when the other person takes out their phone.” Bam—the audience is fully engaged. Such an opening is unique, unforgettable, and quickly builds tension. How do you spark creative ideas? Seek inspiration from magicians, professional keynote speakers, or even movies. Find a sequence you can adapt for your speech.

6. For the Experts: Make a Claim

“If we don’t act today, we may never act again.” The main advantage of making a bold statement is that from your very first line, you’re right into the subject. This is especially good if your speaking time is short. Forming claims is easy, too. Just ask yourself:

1. What’s your core message?

2. How can you dramatize that message with a clear-cut statement?

Charles Pierre Baudelaire

“Handling language with skill means practicing a kind of sorcery.”

The Introduction III

7. The Riddle

“What’s green, has corners, and has never been seen around here?” People love solving riddles! Start with a real puzzle or a playful question like the one above. Give your audience a moment to think before revealing the answer. This type of opening is rare, so it’s an interesting novelty.

8. Audience Imagination

“Imagine you were living 3 years in the future starting today. Who have you become? What do you see in that future?” A guided imagery session needs to be introduced slowly. If you’re not sure the audience will accept it, give them a warning: “I’d like to start with an experiment.” Then begin the visualization. Afterward, you can involve the audience by asking, “What did you see?”

9. Justify Your Presence

“Why am I speaking on this topic today? Because I’ve spent over 25 years working with Neuro-Linguistic Programming.” This approach quickly raises your perceived status, without coming across as bragging. It can also be playful: “How does a mechanical engineer end up talking about crisis management? Well, I recently got married!”

Arabian Proverb

“A joke in a speech is like salt in a soup.”

The Main Body I

The main body is the longest of the three phases. This is where you indirectly or directly present your core message, argue for your proposed solution, showcase your expertise, or evoke emotions—depending on your goal. To keep this middle section engaging, use some of the rhetorical devices described here.

1. The Rhetorical Question

Rhetorical questions are questions you answer yourself or that require no actual reply. By using rhetorical questions, you can strengthen your statements—listeners instinctively want to answer and thus become more engaged. You can also employ them to create smooth transitions in your talk.

2. Comparisons

Sometimes you must present dry technical content or explain complex relationships. Comparisons can simplify things. The simplest form is to use the magical word “like”: “Reading a speech off paper is like trying to kiss over the phone—something’s missing.” (Jesse Jackson) You can also make more detailed analogies—for example, comparing a mountaineering team with a corporate team in a teamwork seminar, or explaining Einstein’s theory of relativity by relating it to how time feels too fast when we’re in love and too slow during a boring chore.

Charles De Montesquieu

“When speakers lack depth, they compensate with breadth.”

The Main Body II

3. Emotional Words

If we’re emotionally invested, we pay more attention to how the talk unfolds. The simplest way to boost emotional involvement is to sprinkle in emotional words. That can include superlatives (“the best method,” “the fastest approach”) or rarer, stronger words like “exorbitant,” “exciting,” “unbelievable,” or “secret.” Topics considered taboo—such as sex, money (especially salary), or death—are also charged with emotion.

4. Storytelling and Anecdotes

Stories are universally useful in a presentation: at the start, in the middle, or at the end. Ideally, you might even tell one story that begins in your introduction, continues in the main body, and delivers its big punch line only at the close. Personal stories have particular impact—paint a vivid picture, revealing a bit of yourself. As you share more of your authentic self, you become more relatable.

5. Building Expert Status

How do you appear as an expert if you aren’t one yet? Simple—bring a third party into the room using only your words: “Doctor X claims we Germans all suffer from a vitamin D deficiency.” Or refer to research: “Studies show…” If your topic is controversial with a certain group, bring them up: “I asked dozens of mothers, and they all agreed that…” By referencing others’ opinions or studies, you indirectly add weight to your argument.

Mark Twain

“The difference between the right word and the almost right word is the same as between lightning and a lightning bug.”

The Finale I

According to a study by Allhoff, the ending of a speech is what people remember best. So be sure to restate your key message here! Nothing’s worse than an excellent speech ruined by a terrible ending—despite all the effort you put into it, a bad finale is what will stick in their minds. If you’re only going to memorize two things, make them your opening and your ending.

1. The Easiest Method: Summarize

A short, pointed recap is one of the simplest ways to wrap up your speech. The benefit? You get to highlight what truly matters a second time—because hearing it twice helps it stick.

2. For the Tinkerers: The Loop

If you want your speech to feel seamlessly constructed, then reference your opener at the end. Finish a story you started, deliver the second half of a quote you opened with, or revisit the statement you made at the beginning: “And that’s why (Claim X) is so crucial!” Another option is to present a case study at the start that you only resolve at the very end of your speech. That’s what we call a “loop”—you open a loop and later close it.

Marcello Malpighi

“A speech is like a love affair: any fool can begin it, but ending it gracefully demands skill.”

The Finale II

3. The Call to Action

Humans are creatures of habit. If you want your audience to change something for real, you must clearly instruct them. Tell your listeners plainly what you want them to do. Ideally, something simple they can do now—or very soon.

4. A Positive Vision of the Future

Inspire your audience by vividly describing a compelling future: “If you apply just 3 of the 10 items mentioned, every single day, then I promise you that in one year, you’ll be a different person. You’ll…” This optimistic outlook leaves them with a positive impression—especially useful if you want to spark an atmosphere of possibility, or if you plan to speak to them again. A simple way to start is, “My hope is…”

5. The If-Then Formula

“If you really listened carefully, you’ll never again buy cheap table salt. If you genuinely want to be healthy, you’ll only use coconut oil for cooking. And if you truly want to bring out your best, starting today, you’ll buy from your local farmer.” This conditional framing is very influential: you present a statement your audience will likely agree with, then tie that statement to your main point or a strong request.

Marcus T. Cicero

“You learn to speak by speaking.”

Marian Zefferer is:

NLP Lehrtrainer (DVNLP, ÖDVNLP)
Psychologist
Trainer in Rhetoric and Personal Development

Marian attended his first public speaking workshop at the age of 14 and gave his first communications workshop at 16. His passion for language continued throughout his university studies. His master’s thesis focused on the effectiveness of a self-developed online rhetoric-training program. As part of that research, he created a four-phase anti-stage-fright method ensuring stress-free speaking for everyone.

His motto in training:

“Anyone can learn to speak excellently… even in a short time!”