How to Give a
Persuasive
Speech
A persuasive speech is a presentation that aims to
change others by prompting them to think, feel, or
act differently.
• change people’s attitudes,
• change the strength towards or against people, policies, or
ideas
• change how people act
Characteristics of Persuasive Speech
1) Persuasive speaking is “interactive.”
an engagement between a speaker and a
listener
2) Persuasion is NOT the same as
coercion, or force.
not force them to do  be artistic
3) Persuasive impact is usually gradual,
or incremental.
Three Cornerstones of Persuasion
Three forms of proof, or reasons people believe (by Aristotle)
1.
Ethos – the perceived personal character of the
speaker
2.
Pathos – emotional proofs, or reasons to believe
in something
3.
Logos – rational or logical proofs
ETHOS
“The perceived personal character of the speaker”
Listeners think or perceive that:
- you have integrity, credibility
- you can be trusted
- you have goodwill toward them
- you know what you’re talking about
- you are committed to the topic
(show enthusiasm and be dynamic)
PATHOS
“Emotional reasons to believe in something”
Listeners need to not only understand your ideas
but also feel something about them.
How:
 Personalize the issue problem, topic
 Appeal to listeners’ needs and values
 Bring material alive
LOGOS
“Rational or logical proofs”
Logical proofs = arguments, reasoning, and
evidence to support claims
Evidence = examples, testimony, statistics, analogies,
visual aids, and etc.
Building Credibility
Credibility = Ethos
A willingness of others to believe that a person has
personal integrity, is positively disposed toward them,
and can be trusted.
Credibility is not a static quality. It can change,
increase or decrease, as a result of a speech.
Types of Credibility
1) Initial credibility = expertise and trustworthiness
listeners recognize BEFORE a presentation
(based on positions, achievements, experiences)
2) Derived credibility = expertise and trustworthiness
listeners recognize as a result of how speakers
communicate during a presentation
3) Terminal credibility = credible speakers have at the
end of a presentation
(cumulative expertise, goodwill, and trustworthiness
listeners recognize in a speaker)
How to build credibility
1. State your qualification
2. Show that you care about listeners
3. Appeal to listeners’ emotions
4. Reason carefully
5. Use effective and ethical supporting materials
6. Use verbal and nonverbal communication to show that you
care about the topic
7. Respond to questions with open-mindedness and fairness
Principles of Speech Organization
Introduction should capture audience’s attention, provide
clear thesis statement, preview what you will cover.
 Internal summaries of main points should be provided.
Smooth transitions between points and parts of a speech are
needed.
Body should be organized to reinforce thesis and show unity
of ideas.
Conclusion should summarize main points and end with
strong closing statements.
“Motivated Sequence Pattern”
Attention – “Pay attention. This is important to you.”
Need – “Something is wrong and something must be done
about it.”
Satisfaction – “What I have to offer is the way to solve the
problem.”
Visualization – “This is how my plan will work to solve the
problem; and if you accept my solution, things will be much
better.”
Action – “Take action!”
Persuasive Speech Outline
I. Begin with an Attention Step that is an
- Opening statement of interest
(use one or more of the following):
A rhetorical question
A startling statement
A quotation
An illustration or story
A reference to the subject
A reference to the occasion
- Motivate audience interest in your subject by
alluding to: (use one or more of the following):
The practical value of the information for your audience
A reason to listen
The audience’s sense of curiosity
Establish your credibility by:
Alluding to any first-hand experience you may have had
Alluding to sources of information you have consulted
II. Show there is a need
To urge a change-point out what’s wrong with present conditions
To demand preservation of present conditions-point out the
danger of a change
The Need Step is developed by:
Illustration: Tell of one or more incidents to illustrate the need
Ramifications: Employ as many additional facts, examples,
and quotations as are required to make the need convincingly impressive.
Pointing: Show its importance to the individuals in the audience.
III. Present a solution
The Solution is developed by: (use one or more of the following):
Statement of solution: a brief statement of the attitude, belief, or
action you wish the audience to adopt.
Explanation: Make sure that your proposal is understood.
Theoretical demonstration: show how the solution logically
and adequately meets the need pointed out in the need step, point-bypoint!
Practical experience: actual examples showing where this
proposal has worked effectively or where the belief has proven correct.
Meeting objections: forestall opposition by showing how your
proposal overcomes any objections which might be raised.
IV. Help your audience visualize the future
The visualization step must stand the test of reality. The conditions you describe
must be at least realistic. The more vividly you make the situation seem, the
stronger will be the reaction of the audience.
There are three methods of visualizing the future (use one or
more of the following):
Positive: Describe the conditions if your solution is actually carried out. Picture
the listeners in that situation actually enjoying the safety, pleasure, or pride that
your proposal will produce.
Negative: Describe conditions if your solution is not carried out. Picture the
audience feeling the bad effects or unpleasantness that the failure to effect your
solution will produce.
Contrast: Combination of 1 and 2. Begin with the negative method (undesirable
situation) and conclude with the positive method (desirable solution).
V. Conclude with the Action Step
developed by (use one or more of the following):
•Restatement of main idea and summary of main points.
•Statement of specific action or attitude change you want from
the audience.
•A statement of your personal intent to take the course of
action or attitude recommended.
•A concluding statement to recapture interest (a reason to
remember).
General Presentation Skills
Finding the right register:
Getting the right balance between formality and informality
in a presentation is very tricky.
•
•
•
•
•
•
Avoid colloquialisms (“sort of” or “kinda”)
Try to avoid erms and ums
You want your audience to respect you, not like you.
Try to speak more slowly than you would normally.
Use pauses for emphasis (as opposed to raising your
voice)
Don’t let your voice fade away at the end of sentences.
General Presentation Skills
Reduce Anxiety
The easiest way to reduce anxiety is to have a well prepared and well
rehearsed presentation.
However, if nerves are still a problem, try the following…
• Visualisation: Imagine yourself giving a brilliant presentation.
• Breath deeply.
• Relax muscles / Release tension.
• Take a script which you can read if all else fails.
• Do something else really stressful just before…(drastic, but
works!)
General Presentation Skills
Know your audience:
Ensure you tailor your presentation appropriately, depending
on the audience makeup. Do they know a lot or a little about
the issue, do they generally support or oppose the issue.
A good general rule is that it pays to keep things simple.
General Presentation Skills
Preparing your presentation:
• Use Powerpoint (or handouts)
• If using powerpoint, don’t use anything less than a 24pt font.
• Aim for about 8 slides for a 15 minute talk.
• Do not put more than 4 or 5 pieces of information on each
slide.
• Make sure the slide contains information which will prompt
you to make the points you want to make.
Practice
• Practice
giving the presentation to a friendly audience and ask
them for honest and constructive criticism.
• Finishing on time is very important, and requires practice.
• So practice out loud on your own with a clock.
Some general tips
• Make
eye contact.
• Talk clearly to the back of the audience.
• Don’t mumble the ends of sentences.
• Be enthusiastic (or pretend…)
• Ask someone in the audience to warn you when you have two
minutes left or wear a watch and pay attention to the time.
• The only way it gets better is to give more talks.
Tips for handling questions
• Repeat questions for the benefit of the audience (and to give
yourself extra thinking time).
• Be honest when answering questions, especially if you have
no idea of the answer.
• Don’t be afraid to ask the questioner to be clearer.
• Don’t be afraid or ashamed to let someone else in the room
answer the question.
Seek first to understand, then to be understood.
Stephen Covey
History will have to record that the greatest tragedy of this
period of social transition was not the strident clamor of the
bad people, but the appalling silence of the good people.
Martin Luther King, Jr.