That was some speech in Denver last night.
Ok, so few of us will ever reach the heights of masters of their art like Bill Clinton, but lessons aplenty for how to communicate.
You can watch his speech at the Democratic National Convention in Denver last night here.
Don’t bother reading it, you have to hear it.
And that’s the first thing to remember. A great letter should sound like someone is speaking directly to you. If it doesn’t read like you’d say it, tear it up and start again.
And look at the words. A beautiful combination of stirring rhetoric with down-to-earth, folksy, chatty language. He talks to you, not down to you.
So get rid of all that organisation-speak, that jargon and the carefully worded descriptions of your programmes. Talk about your work as...