Chapter 11 – Speaking to Persuade

A speech given to persuade has as its primary goal, the influencing of the attitudes, beliefs or behavior of the listeners

Before people will believe, think, or do something, they must want to do it

Persuasion is simply a means by which one person can cause another to want to believe, to think or to do something

Three sources of persuasion – Three factors are likely to influence people when they adopt an attitude, belief or behavior pattern

1. Their personal drives, needs, and desires

2. Their own thinking processes.

3. The character and personality of others

Analyzing the needs of your listeners.

Discover the needs of your audience

Seek out the special needs and attitudes of your audience, then plan the strategy of your speech

What is the audience’s attitude toward you and your topic – It will range between very positive and very negative.

Four basic audience categories

1. Positive

2. Neutral

3. Disinterested

4. Opposed

Positive – Already agrees with your basic persuasive purpose – Easiest audience to persuade.

Neutral – Neither for nor against your topic – Basic need is information.

Disinterested – Knows about the topic but couldn’t care less – They must be motivated to care

Opposed – Composed of people who disagree with your stand on the topic – Most difficult type of audience to persuade – Must first make them open-minded then you can convince them of your point of view.

Audience analysis is required to determine what type of audience you will face – You must ask questions

Use different approaches for different audiences

Positive – Keep them happy or make them happier – “Pump them up”

Neutral – Need information, facts are convincing – give them information which leads to one conclusion

Disinterested – Show how your topic will affect them directly.

Opposed – Requires a double strategy

1. Must “Soften Up” the audience to the point they will listen to your arguments and consider them fairly.

2. You must have sound evidence to back up your position.

Many times you will face a mixed audience whose members disagree among themselves.

Being Logical – A persuasive speaker’s job is to show listeners through logic how to fulfill their needs and desires.

Logic – The science of correct reasoning where something can be expected because of what has come before it.

Logic is a powerful tool of persuasion.

Use valid evidence and correct reasoning.

Evidence – The raw material you will use to state your case – facts, statistics, testimony, narrative, examples and comparisons

You must begin with good evidence.

The most persuasive evidence is usually facts or statistics.

Make your evidence suit your audience – Certain types of evidence are better suited for certain audience types

Audience Evidence

Positive – Narrative, examples, comparisons

Neutral – Facts, statistics, testimony, examples

Disinterested – Facts, statistics

Opposed – Narrative, facts, statistics, examples, comparisons

Reasoning – Once you choose your evidence, use the process of reasoning to make sure that the evidence flows together logically to produce the conclusion you wish to reach.

Your process of reasoning will lead the audience to your conclusion.

Use a logical framework – Must have an introduction, body and conclusion

In the introduction, building ethos is very important in a persuasive speech.

In the body, you must use valid reasoning and correct reasoning.

In the conclusion, you must reestablish ethos and clearly indicate the response you want from the audience.

Building ethos and establishing prestige is especially important in a persuasive speech.

Establishing your prestige – The audience must respect the speaker’s character to have a chance to be persuaded

Competence – You must be prepared – Show your confidence.

You can show your preparedness by:

1. Frequent use of evidence and supporting materials – Refer to outside sources of evidence, it shows that you took time and effort in preparing your speech.

2. Refer to your own experience, especially in the introduction

Sincerity – The second part of prestige – Must be genuine

Sincerity – The speaker’s motives for advocating a particular attitude belief, or behavior must originate from a genuine concern for the best interests of the audience.

Good Will – Audiences will be more open when the speaker shows an interest in them or toward them.

It is common to thank the audience for the privilege to speak to them.

Compliment the audience.

Can use the common ground technique or humor.

Persuasive speaking has long been considered the highest level of public speaking.

A great persuasive speaker has great influence and a great responsibility.

Responsible persuasion has certain ethical standards.

1. Should be honest.

2. Don’t present false evidence.

3. Don’t present others ideas as your own.