CATEGORIES OF PERSUASION
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Question of fact
Question of value
Question of policy

CREATING A PERSUASIVE
MESSAGE
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Beliefs
 conviction or confidence in the truth of something that is not based on absolute proof

CREATING A PERSUASIVE
MESSAGE
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Attitudes
 evaluative dispositions, feelings,or positions about oneself,others, events,ideas,or objectives.

CREATING A PERSUASIVE
MESSAGE
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Values
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Long lasting ideals that guides our behaviors

ORGANIZING A PERSUASIVE
MESSAGE [problem-solution]
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Describe the situation
 importance of the problem
Evaluate the situation as a problem
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Violates a value with your audience
(seriousness of situation)

ORGANIZING A PERSUASIVE
MESSAGE [problem/solutioncont.]
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Propose a solution
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At least two components (major sub-points)
Argue for solution
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Results of the solution

ORGANIZING A PERSUASIVE
MESSAGE [Monroe]
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Attention step
[introduction]
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“why should you care”
Need step
[body#1]
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“consequences”
Satisfaction step
[body #2]
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“how my solution could work

ORGANIZING A PERSUASIVE
MESSAGE [Monroe-cont.]
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Visualization step
[body #3]
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“Show us how it could work”
Action step
[conclusion #1]
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“what do you want us to do now”

PERSUASIVE STRATEGIES
[enhance the speaker]
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Establish common ground with the audience
Build credibility
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 competence trustworthiness enthusiasm

PERSUASIVE STRATEGIES
[Cognitive dissonance]
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Holding two seemingly inconsistent views
Support a “double standard”

PERSUASIVE STRATEGIES
[Contrast effect]
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Comparing different facts to support your point
 results of your actions

PERFORM A PERSUASIVE
MESSAGE [FOUR STEPS]
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Set a clear purpose [specific purpose] [preview of main points]
Structure message
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Describe problem
Describe solution
Audience response

PERFORM A PERSUASIVE
MESSAGE [FOUR STEPS]
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Adapt to the audience
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Establish common ground
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Mold speech to fit positive audience response
Be prepared to deal with hostile audience

PERFORM A PERSUASIVE
MESSAGE [FOUR STEPS]
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Establish speaker credibility
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Competence
Character
Charisma