PERSUASIVE SPEAKING

Is the type of speaking that most people engage in the most. This type of speech can involve
everything from arguing about politics to talking about what to eat for dinner.
Is very connected to the audience, as the speaker must, in a sense, meet the audience halfway.
Speakers can use more pointed language and should try to use the persuasive speech to change
their audiences point of view or encourage the audience to take a particular action.
A persuasive speech is a specific type of speech in which the speaker has a goal of convincing
the audience to accept his or her point of view. Though the overarching goal of a persuasive
speech is to convince the audience to accept a perspective, not all audiences can be convinced
by a single speech and not all perspectives can persuade the audience. The success of a
persuasive speech is often measured by the audiences willingness to consider the speakers
argument.

Tips for Persuasive Speaking:

Recognize that the audience is constantly processing what the speaker is saying. Nonverbal reactions are
common for an audience listening to a persuasive speech--a furrowed brow, nodding head, or rolling
eyes can be signals from audience members that they either like or dislike what the speaker is saying.
Acknowledging these nonverbal reactions can help a speaker explain more in detail certain points.

Identify the target audience

In almost any persuasive speaking situation, there will be a subset of the audience that agrees, that
disagrees, and that are undecided about the topic. Therefore, a speaker ought to focus on the part of
the audience that is undecided on the issue.

Pre empt common objections

Many audience members might be skeptical of the viewpoint advanced by a presenter. Consequently,
an orator ought to acknowledge and respond to these objections within the speech. This approach
might answer some of the questions that audience members might be asking of themselves.

Most persuasive speeches concern questions of fact, value or policy

Issues of fact are similar to informative speeches in that they review findings. The difference is that
persuasive speeches make judgments about which findings are accurate. Issues of value tackle the time-
honored questions of what is good, right, or beautiful. Values can be individually, communally, or
nationally held, and are thus contentious and often clashing. Issues of policy concern what actions
should be taken to resolve a particular problem. Policy questions posit a problem and a solution.

Articulate the goals of the speech

Does the speaker want the audience to sign a petition, write their legislator, boycott a product, talk to
their friends, buy a certain product, or take some other tangible action? Oftentimes, the conclusion
enables a speaker to make a call to action that is the culmination of a persuasive speech.

THE PSYCHOLOGY OF PERSUASION

Dr. Robert Cialdini is the Regents Professor Emeritus of Psychology and Marketing at Arizona State
University and was a visiting professor of marketing, business and psychology at Stanford University, as
well as at the University of California at Santa Cruz. He is best known for his 1984 book on persuasion
and marketing, Influence: The Psychology of Persuasion. The book has sold over three million copies and
has been translated into thirty languages. It has been listed on the New York Times Business Best Seller
List, Fortune Magazine lists the book in their 75 Smartest Business Books.

Dr. Robert Cialdinis 6 Principles of Influence:

Principle #1: Reciprocation

Reciprocation recognizes that people feel indebted to those who do something for them or give them a
gift.

Principle #2: Social Proof

When people are uncertain about a course of action, they tend to look to those around them to guide
their decisions and actions. They especially want to know what everyone else is doing especially their
peers.

Principle #3: Commitment and Consistency

People do not like to back out of deals. Were more likely to do something after weve agreed to it
verbally or in writing, Cialdini says, People strive for consistency in their commitments. They also prefer
to follow pre-existing attitudes, values and actions.

Principle #4: Liking

People refer to say yes to those they know and like, Cialdini says. People are also more likely to favor
those who are physically attractive, similar to themselves, or who give them compliments. Even
something as random as having the same name as your prospects, can increase your chances of making
a sale.

Principle #5: Authority

People respect authority. They want to follow the lead of real experts. Business titles, impressive
clothing and even driving an expensive, high-performing automobile are proven factors in lending
credibility to any individual.

Giving the appearance of authority actually increases the likelihood that others will comply with
requests even if their authority is illegitimate.

Principle #6: Scarcity

In fundamental economic theory, scarcity relates to supply and demand. Basically, the less there is of
something, the more valuable it is. The more rare and uncommon a thing, the more people want it.
Familiar examples are frenzies over the latest holiday toy or urban campers waiting overnight to pounce
on the latest iPhone.

TYPES OF PERSUASIVE SPEAKING:

Factual Persuasive Speech

Based on whether or not a particular topic is true, and is backed by concrete evidence. It persuades the
audience as to whether something exists or does not exist, whether it happened or did not happen.

Value Persuasive Speech

A speech about whether or not something is right or wrong. It questions the moral or ethical aspect of
an issue.

Policy Persuasive Speech

A speech given to convince an audience to either support or reject a policy, rule, or candidate.