How to write a speech introduction

A great speech can inspire, persuade or inform, but before it can do any of those things, it must first begin. Knowing how to write a speech introduction is critical because the opening moments of a speech determine whether your audience tunes in or switches off. Whether you're delivering a wedding toast, a business pitch, or a motivational keynote, the introduction sets the tone and tells your audience why they should listen.

Understanding how to capture attention and establish credibility from the first few lines is one of the most valuable communication skills you can learn. In this article, we’ll break down the essential elements of a strong speech introduction and give you expert-backed advice on how to master them.

Why a strong introduction matters

Psychologists refer to the primacy effect, which is the tendency to remember the first piece of information presented. In a speech, this means your introduction is your most powerful tool.

According to Harvard University's guide on public speaking, the way you begin determines whether the audience finds you credible, relatable and worth listening to.

But the intro is not just about attention. It’s about alignment. You’re not simply talking at your audience, you’re beginning a conversation. That conversation starts with clarity, connection and confidence.

Step 1: Start with a hook

The hook is your opening line, and it needs to pull the audience in quickly. This could be:

• A surprising fact

• A question

• A brief anecdote

• A relevant quote

  
  

For example, if you’re giving a speech on resilience, opening with “Did you know that Thomas Edison failed over 1,000 times before inventing the light bulb?” adds intrigue and relevance straight away.

The University of Washington’s communication guide notes that a hook should spark curiosity and hint at the topic’s relevance without giving everything away.

Step 2: State your purpose clearly

Once you have your audience’s attention, follow up with a clear statement of purpose. If they don’t know what the speech is about, they won’t know why it matters.

Bad example: “I’m here today to talk a little about marketing.”

 Better example: “Today, I’m going to share how three simple changes helped a small business increase revenue by 40 percent in six months.”

Clarity gives your audience confidence in you. It also shows respect for their time.

Step 3: Establish credibility

People want to know why you’re the one delivering this message. You don’t have to list every qualification, but a simple phrase like, “As someone who’s spent 10 years working with small business owners...” gives you authority.

The National Speech and Debate Association recommends grounding your intro in both relevance and credibility early on, especially if the topic is complex or personal.

Step 4: Connect with your audience

Human connection is the heartbeat of good writing and great speaking. Use inclusive language like “we,” or acknowledge the occasion if it’s a special event.

If you’re addressing students, show you understand their experience. If you’re presenting to a boardroom, respect their time and priorities. This is where emotional intelligence meets effective communication.

Step 5: Preview the structure

Before you move into the body of your speech, give a brief outline of what’s to come. This provides a roadmap that helps the audience stay engaged.

Example: “First, I’ll explain the problem. Then, I’ll share the solution. Finally, we’ll explore how you can apply this in your own life.”

According to Cambridge University's communication resources, signposting your points helps improve understanding and retention.

Expert tip: Write your introduction last

This might sound counterintuitive, but many experienced writers and speakers draft their speech body first. Once the content is clear, it’s much easier to introduce it with impact.

As professional speechwriter Simon Lancaster points out in his TEDx talk “Speak Like a Leader”, the rhythm and flow of a speech matter. And your introduction needs to echo the tone of the rest of your message.

Common mistakes to avoid

• Overloading with facts too early Data has its place, but too much upfront can cause disengagement.

• Starting with an apology Avoid phrases like, “I’m not really a great speaker…” They undercut your authority.

• Going off-topic Keep the introduction aligned with your main message. Rambling confuses listeners.

  
  

Real-world example: How we helped a client build the perfect intro

One of our clients at LetterLab was preparing a speech for an awards night. Their original intro opened with a long thank-you list and a nervous joke. After working together, we helped them condense their message, open with a personal anecdote about their journey, and set up their message with clarity. The feedback? Not only was the room captivated, but they were invited to speak again the following year.

Final thoughts

Learning how to write a speech introduction is about understanding psychology, structure and sincerity. It’s your opportunity to show your audience they’re in safe, engaging hands.

Whether you're preparing a business pitch, a retirement toast or a graduation address, the introduction isn’t just your first impression, it's your best opportunity to connect.

If you need help polishing your speech or writing it from scratch, explore our letter writing services or browse our example letter portfolio. We’ll help you find the right words, with the right impact, for the right audience.