Persuasive speech

The Strategy of Persuasion

Persuasion is a process that requires realistic goals, a planned strategy, and

appropriate tactics.

The Importance of Persuasion

• We hear and see persuasive messages almost everyday in our lives.

• Politics, business, education, society, religion…

• They try to enlist (to ask) our support, sell us products, or change our behaviors.

Understanding Persuasion
• All persuasion is self-persuasion.

• We are rarely persuaded unless we participate in the process.

(It’s practically impossible to persuade someone if they will not listen.)

Definition of Persuasion

• Persuasion is a process by which a communicator influences the values,

beliefs, attitudes or behaviors of others.

• It is the way you try to have a particular impact on the other person’s thinking,
feeling, or action.

• Influence…
• You (as the speaker) can affect the other person’s thinking, feeling, or
action…even if you have little or no power.

• You try to get your audience to adopt (accept) your position (what you ask for).

Power vs Influence
• The persuader can force someone to say or do something.

• It can happen immediately.

Influence

• The persuader does not force anyone.

• It may take some time, effort, creativity & sensitivity.

Influence
• As a persuasive speaker you try to influence the audience to adopt your position.

• Persuasion is more about influence and less about power.

Types of Influence

• To Change

• To Instill

• To Intensify

Values
Beliefs
Attitudes
Behaviors

#1. CHANGE

• This is the most dramatic response because you want the audience to alter their
value, belief, attitude or behavior.

• Attempt to change from:

• opposition > support
• support > opposition

#2. INSTILL
• To instill is to address (talk about) a particular problem about which the listeners
are unaware or undecided.

• You have successfully instilled a belief if you can persuade the audience that the
problem exists and is important.

#3. INTENSIFY

• You can intensify the audience’s value, belief, attitude or behavior if the audience
already shares your position (agrees with you).

• Your goal is to strengthen the audience’s positions and actions.

Which Strategy to Choose:
Change, Instill, or Intensify?

• Know if your audience opposes, is indifferent (doesn’t care) to, or supports your
position.

• The information you gather and the assumptions (guess) you make about the
audience should determine your persuasion strategy.

• Persuasion occurs when the audience’s opinion moves in the direction you
advocate (support).

Types of Persuasive Speeches

According to the objectives of your speech

• To Convince
• To Actuate
• To Inspire

#1. Speech to Convince

• A persuasive speech designed to influence listeners’ beliefs or attitudes

• Examples
• To persuade the audience that air travel is safer than ground travel

• To convince my students that Purposive Communication is the best, coolest,

most fun course at BU

##2. Speech to Actuate

• A persuasive speech designed to influence listeners’ behaviors or actions

• Examples
• To move or actuate the audience to donate money or goods to orphanages

• To get my students to be punctual for class.

#3. Speech to Inspire

• A persuasive speech designed to influence listeners’ feelings or emotions.

• Examples
• To have the audience appreciate those who made their education possible
 • To inspire my students to enjoy studying Purposive Communication

Principles of Persuasion

Persuasion is more likely if the speaker follows certain fundamental (basic) principles.

#1. Goals are limited.

• Goals should be specific—do not ask for everything!

• Goals must be realistic—do not ask for the impossible!

#2. Goals are achieved incrementally.

• Step by step

• You need time to build your argument.

• You need time to prepare against counterarguments.

#3. The audience lacks information on the topic.

• It is difficult for them to argue with you if they don’t have enough information.

#4. The audience considers the topic.

• If the topic or issue is important to them, they will listen and think more; thus,
increasing the likelihood of persuasion.

#5. The audience is motivated in the direction of the message.

• What are their needs and desires?

• How can your speech give them what they need or want?

#6. The message is consistent with the audience’s values, beliefs, attitudes &
behaviors.
 • Be careful that your message is not contrary to their values, beliefs, attitudes &
behaviors.

#7. Arguments are placed appropriately.

• Put your strongest argument at the beginning or at the end of your speech.

• According to Primacy Theory, messages that are said first have the greatest
impact.

• In contrast, Recency Theory states that messages which are mentioned last
have the most impact.

#8. The source is credible.

• The audience will listen if they trust & respect you.

• They will not listen to someone whom they know does not have the experience,
knowledge or expertise on the subject matter.

#9. The speaker establishes common ground with the audience.

• Finding common ground means to find something similar & important with
another person.

• People are more easily persuaded by someone who is similar to them.

Strategies of Persuasion: Attitude Change

The key to persuasion is attitude change.

• A persuasive speaker must make efforts to change the attitude of the listener(s)
because attitude affects the way a person thinks.

• Attitude change can be conscious or unconscious.

• Principle of Consistency
• The human mind looks for consistency in attitudes and beliefs. If the brain
experiences inconsistency, change will occur to establish consistency
(homeostasis).
 • The greater the inconsistency, the greater the change. However, the mind has its
limits to how much inconsistency it can tolerate.

• Selection is key to attitude change in a listener.

• Selective exposure: what you choose to listen to, where you choose to go,
whom you choose to be with

• Selective attention: what we choose to pay attention to

• Selective perception: what you choose to think about & how you think about it

• Selective recall: what you choose to remember

Persuasive Speaking Strategies Using

Aristotle’s Proofs (Modes of Persuasion)

Modes of Persuasion or Artistic Proofs: Ethos, Logos, & Pathos

(Aristotle, c.a. 384-322 B.C.)

Persuasive Speaking Strategies

• Ethos : Speaker Credibility

• Ethos derives (comes) from the character and reputation of the speaker.

• Logos : Logical Appeal

• Relies on the form and substance of an argument

Uses reasoning and rational thinking

• Pathos : Emotional Appeal

• Targets the values and feelings of the audience

Establishing the Credibility of the Speaker

Aristotle stated that the ethos of the speaker is most important.

Initial Credibility

• A speaker’s image or reputation before speaking to a particular audience

 • The audience will expect certain things from the speaker based on what they
know or have heard about the speaker.

Derived Credibility

• The image listeners develop of a speaker as he or she is speaking.

• The audience analyzes the speaker’s information.

• The audience observes the speaker’s nonverbal behaviors.

Terminal Credibility

• The image listeners develop of a speaker by the end of a speech and for a period
of time after it

• The post-speech impact on the audience or the aftermath of the speech

Qualities of an Effective Persuasive Speaker

#1. Competence

• The speaker’s relevant qualifications to speak on a particular topic

• Know your subject.

• Cite your sources.

• Acknowledge personal involvement.

#2. Trustworthiness

• The speaker’s sincerity & honesty

• Establish common ground with your audience.

• Demonstrate (show) your objectivity in approaching the topic.

#3. Dynamism

• The speaker’s confidence, energy, & enthusiasm for communicating

 • More closely associated with delivery than with content

• Contributes to persuasion because it conveys both confidence & concern.

Enhancing Emotional Appeals

Pathos can be very powerful and effective in persuasion. Using emotional appeal must
be done ethically.

#1. Tap (use) audience values

• What is important to them?

• For what symbols, places, or ideas do they have an emotional attachment?

#2. Use vivid examples

• Use stories, descriptions, illustrations, etc.

• A vivid example makes an idea come alive.

#3. Use emotive language

• Certain words can trigger their emotions or feelings.

• Though this is an advantage that native speakers have, the words must be
understood by the audience.

#4. Use effective delivery

• Verbal: your voice & tone

• Nonverbal: face, gestures, body

• Effective visual aids

References
th
• Grice, G.L. & Skinner, J.L. (2001). Mastering public speaking (4 ed.). Boston.
McGraw-Hill

• Jaffe, C.I. (1995). Public Speaking: A Cultural Perspective. USA. Wadsworth.

 • McCroskey, J. C. (2006). An Introduction to Rhetorical Communication: A
Western Rhetorical Perspective. (9th ed.).Boston. Allyn & Bacon

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Preparing a Persuasive Speech

Organization of a Persuasive Speech on Questions of…

Fact
Value
Policy

Regarding Facts
• A question about the truth or falsity of an assertion

• You want to know if what someone is saying is true or not true.

• Examples of facts

• One plus one equals two (1 + 1 = 2).

• (Fact)

• The earth is round.

• (Fact)

• Purposive Communication is an academic course.

• (Fact)

• Note!
• Just like an informative speech, a persuasive speech on questions of fact also
gives facts, but its purpose is to convince.

• Speakers also give facts in a persuasive speech, but they will give only the facts
that will support their position. They will not share all the information to the
audience.

Informative Speech

• Purpose is to inform
• The speaker is a lecturer

• Nonpartisan
• Not take sides

• Present many points of view

Persuasive Speech Regarding Facts

• Purpose is to persuade

• The speaker is an advocate

• Partisan
• Take sides

• Present only one point of view

Persuasive Speeches Regarding Values

You must state your standard that will be used to judge your claim.

Your standard must also be based on a credible source or information.

• Questions on what is good or bad, right or wrong, moral or immoral, proper or

improper, fair or unfair…

• You cannot just state your opinion. You must justify (give a reason for) your
claim.

• When making a claim, you must first establish some standard (or criteria).

These are statements of personal taste, not statements of value.

• I prefer to cook my own food if I have time.

• Blue is a nice color.

• It’s fun to hang out with friends.

These are statements of value, but you must justify each one.
• Preparing your own food is a good practice.
• (You must explain why you think it’s a good practice.)

• There is no honor in winning by cheating.

• (You must explain your standards for honor.)
 • Example…

• Specific Purpose
• To persuade my audience that cheating to win is not a good habit.

• Central Idea
• Winning by cheating is wrong because you will not improve, people will not trust
you, and you will not feel good about yourself.

• Main Points
• To win because of cheating is wrong because you will not improve your skill or
knowledge.
• To win because of cheating is wrong because people will know and they will then
not trust you.
• To win because of cheating is wrong because, in the end, you will not feel good
about yourself.

Persuasive Speeches Regarding Policy

Policy is a set of rules or procedures that people have to follow.

• A question of whether a specific course of action should or should not be taken.

• It can involve questions of fact or value, but it is really about what to do or what
not to do.

• Examples

• Should the government legalize cannabis?

• What measures should be taken to minimize road accidents during the holidays?

• Will it be practical to have a welfare system in our country?

Types of Speeches
Regarding Policy
Speeches to Gain Passive Agreement
Speeches to Gain Immediate Action

#1. Speeches to Gain Passive Agreement

• The goal is to get the listeners to agree with you on a certain policy.
• However, you do not ask them to take any action.
 • As a speaker, you are trying to influence your audience’s opinion or feelings.

• Examples
• To persuade my audience that all karaoke bars should close not later than
midnight.

• To persuade my audience that motorists should obey the speed limit at all times.

• To persuade my audience that nightclubs, pubs, and discotheques should have

adequate (good enough) facilities and measures to prevent fires.

#2. Speeches to Gain Immediate Action

• The goal is to motivate the audience to act.

• As a speaker, you are trying to get your listeners to actually do something.

• Examples
• To convince my audience to exercise regularly.

• To convince my audience to donate money or goods to orphanages, homes for

the aged, and other charities.

• To convince my audience to quit smoking and drinking.

Organizational Patterns for Persuasive Speeches

Problem-Solution Order
Problem-Cause-Solution Order
Direct Method Order
Criteria Satisfaction Order
Negative Method Order
Comparative Advantages Order
Monroe’s Motivated Sequence Order

Problem-Solution Pattern
• In the 1st main point, you discuss about a problem and how serious it is.

• In the 2nd main point, you introduce your plan and explain how it will solve the
problem.

• Example
• Main Point #1
• Studies have shown that students taking narcotics suffer from serious physical
and mental problems. (Problem)
• Main Point #2
• Schools must educate students about narcotics and provide extracurricular
activities and counseling services to help them avoid illegal drugs. (Solution)

Problem-Cause-Solution Pattern
• In the 1st main point, you identify a problem.

• In the 2nd main point, you analyze the cause(s) of the problem.

• In the 3rd main point, you present a solution to the problem.

• Example
• Main Point #1
• During the new year’s, scores of people are injured or killed in road accidents.
(Problem)
• Main Point #2
• The main causes of these accidents are drunk driving and the lack of police
officers on patrol. (Cause)
• Main Point #3
• A solution will be for the city administrators to impose a ban on the selling of
alcohol and to strictly enforce road safety rules by assigning an adequate police
force on main highways and areas that are accident-prone. (Solution)

Direct Method Pattern

• Make a claim.

• Then, state your reasons to support your claim.

• Example
• Main Point #1
• Our city is no longer safe. (Claim)
• Main Point #2
• Last year the city was crippled by violent protests which led to deaths, injuries,
and damage to property. (Reason)
• Main Point #3
• This year much of the surrounding areas have been hit by intense flooding.
(Reason)
• Main Point #4
• Every year scores of people are killed in roadside accidents or victimized by
growing crime. (Reason)

Criteria-Satisfaction Pattern
• Set a standard that will be used to judge a proposal or solution.

• Then argue how your solution or proposal meets the standards.

• Appropriate for claims of value.
• Example
• Main Point #1
• A good student is one who is eager to learn, completes assignments in time, and
prepares well for exams.
• Main Point #2
• Jane is a good student because she pays attention to the teacher and asks
questions.
• Main Point #3
• Jane is a good students because she does all her assignments and submits
them on time.
• Main Point #4
• Jane is a good student because she reads the material every week and reviews
it again before the exams.

Negative Method Pattern

• Discuss the disadvantages and negative points of other proposals or solutions.

• Then say why your proposal is the only logical solution.

• Example
• Main Point #1
• Sandbags and dykes can only hold up against a limited amount of floodwater
temporarily. (Negative)
• Main Point #2
• On the other hand, canals and waterways have a limited capacity in terms of
water volume. (Negative)
• Main Point #3
• The only real solution to save the city from future flooding is to build a modern,
extensive drainage system. (Solution)

Comparative Advantages Pattern

• Each main point explains why your proposed solutions are better than others.

• You compare your solution to others, and describe how yours is the better way.

• Example
• Main Point #1
• Renting DVDs costs much less than going to the cinema because the price of a
rented DVD can be 3 times less than that of a movie ticket.

• Main Point #2
• Renting DVDs can save you more time than going to the cinema because you
can watch them at home during your leisure time instead of having to wait at the
movie theater.
 Monroe’s Motivated Sequence*
• A 5-step sequence used for policy speeches that seek immediate action.
• Attention
• Need
• Satisfaction
• Visualization
• Action

*Developed by Alan Monroe, Purdue University

• Monroe’s Motivated Sequence

• Step 1: Attention
• You must first get the attention of your audience during the introduction of your
speech.

• There are many ways to do this:

• Make a startling statement.
• Pose a question.
• Use an illustration.
• Show catchy visual aids.

• Monroe’s Motivated Sequence

• Step 2: Need
• Convince your listeners of the need or problem.

• Try to relate the need to their experiences.

• Use supporting materials such as:

• Statistics
• Examples
• Testimony

• Monroe’s Motivated Sequence

• Step 3: Satisfaction
• When the audience finally agrees with you, you then try to satisfy them by
presenting a solution.

• Explain how your plan will work.

• Give enough details to make sure they understand.

• Monroe’s Motivated Sequence

• Step 4: Visualization
• Give the audience a strong image, impression of how they will benefit from your
plan or solution.
• Use vivid imagery to make them “see”.

• Monroe’s Motivated Sequence

• Step 5: Action
• If you have successfully completed all previous steps, the last step is when you
tell the audience what to do and how to do it.

• Get their commitment and make them act.

Supporting Materials
Use supporting materials to help you when you are presenting.

• Examples

• Examples can clarify ideas.

• Examples can reinforce ideas.

• Examples can personalize ideas.

• Statistics

• Statistics help to quantify ideas and information.

• Don’t use it too often.

• Explain the statistics to the audience.

• Round off numbers.

• Identify the source!

• Testimony or Witness

• Quote or paraphrase accurately.

• Obtain (get) testimony from qualified, unbiased sources.

• Identify the people you quote unless they don’t want you to.

• Expert testimony is from a person who is recognized as an expert in their field.

• Peer testimony is ordinary people who have firsthand experience or insight on a

topic.
 Narrative Reasoning
Narratives
• Some speakers tell stories to try to influence their audience.

• A persuasive story can…

• Attempt to prove why something is important or necessary

• Or argue against something, why it should be rejected

• Personal stories or testimonials can be very persuasive.

• A narrative does not have to be a true story but it must be logical.

• To test narrative reasoning, ask some questions:

• Is the story coherent? Is the sequence predictable? Are the actors probable?

• Does the story represent the world? Does it have a good message to tell?

Persuasive Speaking Strategies Using Toulmin’s Model of Argument

Claim
Datum
Warrant

Toulmin’s Model of Persuasion

• Claim:
• An assertion that the speakers want the audience to accept
• You can state your claim directly or imply it.

• Datum/Data:
• Any particular fact or opinion that is believed by the listener
• In rhetoric truth is relative.

• Warrant:
• A general belief held by the audience which makes the claim acceptable to them
based on the datum

Warrant is more general while datum is more specific. A warrant connects the datum to
the claim.

• Types of Warrants
• Motivational: based on assumptions regarding values, emotions, motivations, &
desires
• Authoritative: based on assumptions concerning the credibility of the data
source or speaker

• Substantive: based on assumptions on systematic relationships among

phenomena in the external world which can be predicted

• Example
• Claim
• You should exercise regularly.

• Datum
• Exercise will improve your health and appearance.

• Warrant
• You want to be healthy, strong, and good-looking. (Motivational Warrant)

• Example
• Claim
• You should exercise regularly.

• Datum
• The doctor told you that exercise will improve your health and appearance.

• Warrant
• The should listen to the doctor because she is an expert in health. (Authoritative
Warrant)

• Example
• Claim
• You should exercise regularly.

• Datum
• Good health will help you have a better, happier life.

• Warrant
• You have friends who exercise regularly and are strong and good-looking.
(Substantive Warrant)

• Types of Relationships between Claim & Datum

• Cause-& Effect: datum is the cause & the claim is the effect or vice versa

• Sign: correlation; the presence of one thing (datum) entails that of the other
(claim)
 • Analogy: if two or more things are alike in one way, they must be alike in other
ways; datum is the observed characteristic, the warrant assumes they have other
characteristics in common, & the claim asserts that one has the same
characteristic as the other

Analogy has two types: literal analogy and figurative analogy. Literal analogy compares
things that are essentially similar, whereas figurative analogy compares things that are
apparently not.

• Generalization: inductive thought pattern; what is true of one member is true of

other members in the class; datum is the sample, the warrant assumes this is
typical of the class, & the claim asserts that other members of the class share the
same characteristic

• Classification: deduction; what is true of a class is also true of individual

members of the class; datum is an observed characteristic of the class, the
warrant assumes this characteristic is typical of the class, & the claim asserts
that a member has typical characteristics of its class

We can also say ‘group’ to substitute for ‘class.’ Generalization and classification can be
effective when people tend to think stereotypically.

Combining Aristotle’s Modes of Persuasion + Toulmin’s Model of Argument

As a modern persuasive speaker you can try to combine techniques from both Aristotle
and Toulmin.
When making your argument, you state your claim and datum but not the warrant (not
usually).

Aristotle + Toulmin

• For every claim you must have data and a warrant to support it.

• The datum and warrant both constitute the argument.

• You can base your argument on ethos (of the speaker or source) or the self-
interest of the audience.

Example (based on ethos)

• Claim
• We should begin to do our project now.

• Datum
• Our teacher advised us to start our project.
 • Warrant
• The teacher knows best how we can get a good grade on the project.

Example (based on self-interest)

• Claim
• You should study hard and get good grades.

• Datum
• If you study hard and get good grades, you will find good jobs and will earn lots
of money.

• Warrant
• We want to make a lot of money.

• If the audience does not accept the datum of your first argument, you will then
have to add more arguments.

• In the next argument, the datum will become the claim, which you will have to
support with other data and a warrant.

(First Argument)
• Claim
• The government should build a more efficient water drainage system.
• Datum
• Without a modern drainage system the city will be helpless against future mass
floods.
• Warrant
• We do not want to suffer from flooding anymore.

In this example, the audience rejected the datum in the first argument. Therefore, you
must add another argument. The datum from the first argument becomes the claim of
the second argument.

(Second Argument)
• Claim
• Without a modern drainage system the city will be helpless against future mass
floods.
• Datum
• We and other provinces are now experiencing a flood crisis.
• Warrant
• The water drainage system is outdated and insufficient.

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