It was the summer of 1998, the end of her junior year of college, when Sarah Hurwitz fell in love with the art form of writing the perfect speech, having scored an internship at the White House in Vice President Al Gore’s speechwriting office. “Every day, his staff used words to move, inspire, comfort, and empower people,” she recalls. “I still can’t imagine a better way to spend a career.”

And what an extraordinary career Hurwitz’s has been. After graduating from Harvard Law School, she became the chief speechwriter for Hillary Rodham Clinton on her 2008 presidential campaign. Eventually, she returned to the White House, serving as the head speechwriter for first lady Michelle Obama and as a senior speechwriter for President Barack Obama between 2009 and 2017.

Here, Hurwitz shares 11 nuggets of speechwriting wisdom that she’s garnered along the way so that you can shine at your next public address, whether that be a televised political debate, a work presentation, or a toast at your best friend’s wedding.

1. Channel the person who is speaking

The true art of speechwriting isn’t scripting someone—it’s channeling their voice. My first step when writing a speech for Mrs. Obama would be to sit down with her and ask, “What would you like to say?” She knows who she is, and she always knows what she wants to say. She’s also a naturally gifted speaker and writer, so I’d transcribe as she talked, forming the basis of the first draft.

2. Research and understand your audience

Who are you talking to? What are they concerned about? Why are you speaking to them? How well do they know you? What’s the venue? If Mrs. Obama was speaking at a university, for example, it was important to understand the history and student body of that university. If you’re giving a toast at your best friend’s wedding, you need to know if you can tell a story that’s a bit edgy or if their family will get offended.

3. Know that structure is destiny

If you have a bad structure, you can’t have a good speech. Every paragraph should flow logically from one to the next. When I’m trying to figure out the structure of a speech, I’ll often print it out and cut it up with scissors so I can move parts around. It’s only then that I realize the order is wrong or I see that I’m repeating myself or I notice that certain passages could be combined.

4. Seek multiple opinions 

It’s really important to ask other people to look at your speech—as many as possible, especially if you’re speaking to a community that you don’t know well. You need to find someone from that audience who understands its cultural sensitivities and norms so you speak in a way that inspires people rather than causing offense.

5. Throw the rulebook out of the window

Writing to be read and writing to be heard are two very different skills. Spoken language doesn’t need to conform to grammar and punctuation norms. I often use ellipses instead of commas to indicate pauses because they’re easier to see. It’s fine to space things weirdly on the page or add notations if it helps you—all that matters is how the words sound coming out of your mouth.

With that in mind, you should edit out loud. Don’t just sit looking at your computer screen—print the speech out, practice delivering it, and edit as you go.