David Cameron has at least shown that he can, sometimes, mix the dramatic and the demotic to powerful effect. This was apparent in his apology for the Bloody Sunday killings, a speech that he wrote himself, after tearing up the draft penned by his speechwriters. “I am deeply patriotic...I never want to call into question the behaviour of our soldiers and our army, who I believe to be the finest in the world,” said Cameron with stunning clarity, “But the conclusions of this report are absolutely clear. There is no doubt, there is nothing equivocal, there are no ambiguities. What happened on Bloody Sunday was both unjustified and unjustifiable. It was wrong.” Nevertheless, I polled a gaggle of Westminster sorts about what Cameron could do to improve his speeches. One common answer was simply that he should make fewer of them. If his words are to remain important, he has to make sure they are reserved for important matters.