Day Nine: Speaking Persuasively

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Day Nine Speaking Persuasively

• by Yana Cornish
• Hamilton Business College

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Agenda

• Short speeches
• Review Homework Quiz
• Chapters 16 17 Persuasive Speech
• Individual discussions about speeches

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Homework for Next Class

• Complete outline bibliography for persuasive
  speech
• Prepare Entertainment Survey

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Persuasive Speaking
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Goals of Persuasive Speaking

• Encourage audience members to change their
  opinions
• Ask for something from the audience- their
  agreement or change of behavior- instead of
  giving them information.

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Persuasive strategies

• Establish credibility
• Use logic
• Support your view with evidence
• Use emotion
• State problem and your solution clearly
• Resources p. 375 pp. 408-409 in the book

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Adapting to Audience Attitudes

• Three different types of audiences for persuasive
  speeches
• -audiences that agree with you
• -audiences that disagree with you
• -neutral audiences
• The speaker has to understand why the audience
  disagrees in order to adapt their message.
• Example An audience of homeowners may agree
  that their property taxes are too high, whereas a
  group of college students may support more taxes
  for higher education.

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Strategies for Agreeing Audiences

• Aim to strengthen existing attitudes and
  behaviors.
• Present new information to remind audience
  members why they agree with you.
• Strengthen resistance to opposing arguments.
• Excite the audiences emotions by using and
  examples and stories.
• Provide a personal role model and course of
  action by telling them what you have done, and
  how they can do the same.

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Strategies for Disagreeing Audiences

• Set reasonable goals and dont expect radical
  changes in opinions and behavior.
• Find common ground with a belief, value, or
  opinion that you and your audience share.
• Example Even smokers and nonsmokers may agree
  that smoking should be prohibited on school
  grounds.
• Accept and adapt to differences of opinion by
  acknowledging the legitimacy of their opinions.
• Use fair and respected evidence
• Build your personal credibility to help achieve
  your purpose.

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Strategies for Neutral Audiences

• Persuade the uninformed by
• -gaining their attention and interest
• -providing information
• Persuade the unconcerned by
• -gaining their attention and interest
• -giving them a reason to care
• -presenting relevant information and evidence
• Persuade the adamantly undecided by
• -acknowledging both sides of the argument
• -providing new information
• -emphasizing the strength of arguments on one
  side of the issue

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Characteristics of credibility

• Trustworthiness being believable and honest
• Dynamism being perceived as energetic
• Charisma characteristic of a talented,
  charming, and attractive speaker

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How to establish credibility

• Appearance
• Eye contact with the audience
• Describe your credentials (briefly)
• Establish common ground with the public
• Support your argument with evidence
• Be well organized in your speaking
• Present well-delivered (prepared) speech

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Use logic and evidence

• Inductive reasoning use specific examples to
  reach general, probable conclusions
• Reasoning by analogy
• using comparison to predict how something will
  turn out

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Use logic and evidence

• Deductive reasoning reasoning from a general
  statement to reach specific conclusion.
• Casual reasoning presentation of two or more
  events that are somehow connected, focusing on
  the fact that one event may have caused the other
  one(s).

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Forms of Persuasive Proof

• Logical- Are your arguments reasonable? Does your
  presentation make sense?
• Emotional- Did you use the audiences joy, fear,
  anger, etc. to strengthen your argument?
• Personal- Can you establish and rely on your
  credibility? Does the audience see your character
  as charismatic and competent?
• Narrative- Are there stories, sayings, and
  symbols that address the values and beliefs of
  the audience?

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How to support your reasoning

• Facts
• Inferences conclusions based on available
  evidence, or partial information
• Examples to support facts
• Opinions
• Statistics

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Direct or Indirect Persuasion

• Use direct persuasion if audience members are
  highly interested and able to think critically.
  Research and logic are more effective with this
  approach.
• Use indirect persuasion when the audience is less
  involved. Rely on interest factors such as
  stories, humor, and good examples.

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Tips for Persuasive Speeches

• Use persuasive evidence that is novel,
  believable, and dramatic
• -Novel - new and interesting evidence to
  persuade those who disagree.
• -Believable - explain why your evidence is true
  and why your sources are worth believing.
• -Dramatic - make your evidence memorable with
  attention-getting comparisons and stories.
• Create memorable slogans- many products and
  famous speeches are associated with their
  slogans, like when Martin Luther King, Jr.
  proclaimed, I have a dream

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Tips for Persuasive Speeches

• Address audience needs and benefits- satisfy the
  audiences needs of safety and belonging by using
  pronouns such as we, our, and us.
• Enlist celebrities- especially good for the
  indirect route of persuasion, can help your own
  credibility.

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Persuasive Organizational Patterns
Problem/Cause/Solution

• Describes a serious problem and why it continues
  to exist, and offers a solution.
• Works best when you are proposing a specific
  course of action.

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Persuasive Organizational Patterns Better Plan

• Best when used for a difficult problem
• This pattern lets you present a plan that will
  improve a situation and help solve a problem
  while acknowledging that a total solution may not
  be possible.
• The plan should be good and workable, and better
  than the current plans
• Example increased deer hunting is a better plan
  for decreasing the deer population

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Persuasive Organizational Patterns Overcoming
Objections

• Select appropriate forms of proof and persuasive
  evidence to overcome objections.
• Use when people disagree with your topic or when
  faced with a difficult solution.
• Tell the audience what they should do and give
  them reasons why they should do it.
• Example can be used when trying to persuade
  listeners to donate blood.

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Persuasive Organizational Patterns Monroes
Motivated Sequence

1. The Attention Step- capture the audience
2. The Need Step- Show the audience there is a
   problem related to the individual needs and
   interests that should be solved.
3. The Satisfaction Step- Propose a plan of action
   that will solve the problem and satisfy audience
   needs.
4. The Visualization Step- Describe what life will
   be like after the plan is implemented.
5. The Action Step- Ask audience members to act in a
   way that benefits the plan.

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Persuasive Organizational Patterns Persuasive
Stories

• Rely on narrative and emotional proof to show how
  people, events, and objects could be affected by
  the change youre seeking.
• Can be very effective for a neutral audience.

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Avoid

• Causal fallacy making false cause-and-effect
  connections between two things
• Bandwagon fallacy reasoning that is based on
  common beliefs and majority opinions
• Either-or fallacy oversimplifying an issue as
  having only one of two outcomes/choices

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Avoid

• Hasty generalizations reaching conclusion
  without adequate evidence to support it
• Attacking the person rather than attacking idea
  itself
• Red herring use irrelevant facts of information
  to distract someone from the issue that needs to
  be discussed

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Avoid

• Appeal to misplaced authority use of
  credibility of someone to endorse an idea or
  product without the person having appropriate
  credentials or expertise to provide such
  endorsement
• Non sequitur idea or conclusion does not
  logically follow the previous idea or conclusion
  (does not follow).

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How to use emotion to persuade

• Use concrete examples that help listeners
  visualize
• Use emotion-stimulating words
• Motherland
• Children
• Freedom
• Use nonverbal behavior to communicate your
  response

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How to use emotion to persuade

• Use visual images
• Use appropriate fear appeals
• Appeal to emotions
• Hope
• Pride
• Courage
• Reverence
• Tap listeners beliefs in shared myths

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Homework for next week

• Complete outline bibliography for persuasive
  speech
• Prepare Entertainment Survey