I Watched More Than 30 State of the State Addresses. Here’s What Works

Cross-posted from Alex Hogan‘s original post on LinkedIn.

President Biden gives his State of the Union speech this Tuesday and if history is any guide, most of it will be forgotten by Wednesday. SOTUs are rarely memorable, chock full of legislative detail that can drag down even the most well-crafted speech. That goes for State of the State addresses as well, which are currently underway in state capitals across the nation.

But there are techniques governors and their speechwriters are using that help make even the wonkiest speech more effective. And they can help any executive, whether they’re a Mayor or a CEO, be better communicators.

Tie it Together 

State of the State speeches (like SOTUs) are usually a laundry list of policy proposals that no one will remember the following day.  

But tying all those proposals to a single theme gives a speech focus and something listeners can grab onto.

Even if they don’t remember everything you’re proposing (and believe me, they won’t), they will at least come away knowing something about your vision and agenda.

Kentucky Gov. Andy Beshear didn’t open his address discussing budgetary goals or highway funding. He started by thanking Kentuckians who helped their fellow citizens during the major floods that struck the state in 2022. Quoting the Gospels on the need to love thy neighbor, he then connects his administration’s policy agenda to the ongoing rebuilding in communities across Kentucky. 

Michigan Gov. Gretchen Whitmer started her speech by telling her audience upfront that she wouldn’t just give them a legislative list but explain what her policies would mean for different generations of Michiganders.  

And Maryland Gov. Wes Moore made public service the overarching theme of his state of the state address, joining all his proposals to back to what he called “a culture of service.”

Tell a Story

No, I don’t mean the side stories about local heroes or guests of honor you find in almost every State of the State or SOTU address. I mean, tell a story about yourself and your agenda.

Instead of saying, “we passed tax reform,” Iowa Gov. Kim Reynolds told a story of overcoming challenges: “We’ve been told time and time again that our bold economy would wreck our economy.” After listing her first-term achievements, she adds: “We ignored the hysteria, and Iowans are better for it.” This doesn’t just remind listeners of what she did. It characterizes Reynolds as a fighter who didn’t give up, even in the face of criticism.

You don’t need a lot of drama to make it work. Idaho Gov. Brad Little opens with a story about a recently passed ballot initiative.

While not exactly the most moving subject matter available, Little uses it (with some humor) to emphasize his commitment to tax cuts and school funding.  

Tell Us Who You Are

Every executive has a reason why they do what they do and believe what they believe. Why not share it?

You’re the leader, so your vision, experience, and passion say a lot about what you want to get done.

Connecticut Gov. Ned Lamont opened by sharing his earliest political memories, professional experience, and even his favorite sports team.

Arizona Gov. Katie Hobbs talked about how her background as a social worker informs her policy priorities. 

Mississippi Gov. Tate Reeves recounts the lessons his dad – a small businessman – taught him and how they connect to what’s important to him as governor.  

Make it Memorable.

Just because your speech is heavy on wonky detail doesn’t mean it must be dull. Color, emotional appeal and poetry can make even the wonkiest proposal memorable.  

Virginia Gov. Glenn Youngkin could have said: “Last year, we earmarked 5 million dollars to strengthen our foster care system.” But he put it like this instead: “We gave the children of our foster care systems warm beds to sleep in, instead of cold office floors.”

Alaska Gov. Mike Dunleavy didn’t just call for stricter penalties for fentanyl dealers. He said: “To those individuals who couldn’t care less about human life: You aren’t just gambling with the lives of others when you peddle this poison. You’re gambling with your own.”

Usually, all listeners remember is one good line. Think “war on poverty, “the era of big government is over”, and “axis of evil.”

So, make sure your catchy line communicate your agenda. Kanas Gov. Laura Kelly summed up her commitment to bipartisanship with one phrase: “meet me in the middle.” She also repeats the line in her concluding call to action to ensure we remember it.  

Easy on the Numbers

$25 million this. 5,000 new that. Things like job creation, budget surpluses, and education spending determine executive branch success. And that requires numbers. But an endless list of digits and percentage signs gets mind-numbing fast. In one of my first professional writing jobs, my editor told me, “No more than two numbers per sentence.”

That holds for speeches as well.

Missouri Gov. Michael Parson references numbers more than 60 times in his State of the State Address. But he breaks the two-number per sentence rule just once in the whole speech, so it sounds more like a speech and less like a spreadsheet.

In contrast, Utah Gov. Spencer Cox references just around a dozen figures, avoiding the problem altogether. 

The lesson is no matter how many stats you feel you need to use, always keep your listeners’ attention span in mind.

Alex Hogan is the Speechwriter/Communications Manager at the International Brotherhood of Electrical Workers (IBEW) and an organizer for DCECA.