When structuring a speech, there are many methods to choose from, the selection of which depends upon the purpose of your speech. If you are trying to incite action, for instance, the following method could be employed:

 A speech can be approached in the opposite manner to a newspaper article. Rather than employing the headline at the beginning, it can be used at the end, as a punch line, in order to really push the message home and leave a lasting impact.

 This 'headline' could be a line to encourage action- in this instance, an imperative is often used- an imperative* is an action command: Tell, do, go...

 For instance, if I were devising a speech to convince people of the importance of remembering names, I would use the following structure:

•  Introduction: introduce the idea

'I don't know about you, but much to my embarrassment, I have forgotten people's names on many occasions and found that it often has a negative impact on the rate at which a relationship is built with the person in question'.

• Story: an anecdotal story about one such incident

'I was introduced to a friend of a friend during my first year at university and my friend mis-pronounced the girl's name when she introduced her to me, and how ever hard a tried, I could never manage to get the wrong pronunciation out of my head... This infuriated the girl in question and we never became close friends. In fact, I often felt as if she despised me...'

• Strategy: Offer a solution

'Following this incident, I was inspired to put some strategies together in order to ensure that I didn't forget peoples' names in future. I would find any excuse to repeat the person's name as soon as I heard it- especially if it was an unusual name- I would remark upon the name's origins or include the person's name at the end of my sentences. I found that people responded really well to this. I would then write their name down (phonetically, if I had to)...'

• Reason/ benefit: detail the positive effects of these techniques

' I have found that whenever I use these strategies, the recipients feel hugely flattered and they will often go to great lengths to return the favour. The more unlikely the recipient of my flattery, the greater the sense of rapport created'.

• Call to action: An inspirational suggestion

' Having experienced the amazing effects of this simple, but clearly very impressive technique, I urge you to follow my lead and enquire after people’s names- whether they are a receptionist at a building you often visit, your postman, hairdresser or milkman, or more importantly a friend of a friend who you are likely to meet again! If you can manage to do this, you may well make their day or, at the very least, cause a smile to form on their face in response to this great sign of respect. You may be extremely lucky and gain a friend for life... My name’s Francesca; you’d better write* it down!’