YOU HAVE TO TALK THE TALK TO BE PRESIDENT.

Whether you are running for president of the U.S., school president, president of a board, or president of your condo, if you want to reach your audience, your words must grab the crowd with confidence, power, and passion.

Essayist Joan Gelfand, author of Extreme: A Novel--where high-stakes Silicon Valley meets life-threatening extreme sports--shares five secrets to writing your best nonpartisan presidential speech that will win you votes, friends, and maybe even notoriety.

Laughter. Use a joke to warm up, but be culturally sensitive--no poking fun at your spouse or using racial slurs or sexist innuendos. For example: "A man walks into a bar and says to the bartender: 'I'll have a Hurricane, a Corona, and a Fireball. How much?' Bartender: 'That will be 20.20."'

Imagery. Use one good image and repeat it. It allows your listeners to connect an image with a message, and that increases your message's power. For instance: "A chicken in every pot and a car in every garage" was the slogan of Herbert Hoover on the presidential campaign trail in 1928.

Repetition. This edict speaks to the old...