Toastmaster Speech Manual Number Nine
Persuade with Power
| Objectives |
* To Present a
talk that persuade the audience to accept your proposal or viewpoint
* To achive this persuasive effect by
appealing to the audience's self interest, building a logical
foundation for
agrement, and arousing emotional commitment to your cause
* TIME: Five to seven minutes |
Throughout history speech has been a major form of
social influence and control, as people have rallied around those whocould speak
persuasively.
The ability to persuade - to get other people to understand, accept, and act upon your
ideas - is vital when you communicate with and lead others at home and at work. Developing
your persuasive skills is one of the best investments in time and effort you can
make.
Pervasion of Persuasive Messages
Today we are bombarded by persuasive messages.
Afvertisements try to persuade us to buy a particular brand of soft drink, coffee, or
antacid. Salespeople try to persuade us to buy an automobile, a personal computer, or a
celular telephone. We are also persuaders ourselves, trying to convince our spouses to
vacation in the Bahamas, a sales clerk to refund out money, our boss that we deserve a
salary increase, or our children to clean their rooms.
In the second project, you spoke on a subject
about which you have strong beliefs. Now you will focus on making your audience accept
your beliefs. To accomplish this, you must appeal to peaple's self-interests, carefully
analyze your audience, present evidence that supports your proposal, and generate
emotional commitment to your views.
There are three major components of any
persuadive communication: the persuader, the purpose of your message, and the
audience.
The Persuader
Impression count, and this is especially true in persuasive speaking.
While the content of your message is important, of equal weight is the audience's opinion of you. Your listeners must like, trust, and respect you before they will adopt your ideas. They should view you as someone they can identify with - someone whose needs and interests are similar to theirs. They base their opinion of you on your:
| 1 |
Knowledge. You must be qualified
to discuss the subject and offer evidenve to support your position.
You must know the subject and be able to present plenty
of evidence to support your ideas. |
| 2 |
Reputation. Your reputation is
based on your past performances, accmplishments, publicity, and
honors. Make sure the audience is familiar with your qualifications through your introduction, advance publicity,
or your speech itself. |
| 3 |
Sincerity. You communicate your
ideas with conviction and believe that what you are proposing will
truly benefit the audience. Audiences are naturally suspicious of anyone who is trying to their interest in mind
and are not seeking their support for selfish reasons. |
| 4 |
Delivery. If you appear nervous,
timid, or bored, the audience will be less likely to accept your
ideas. Speak with confidence, firmness, and self-assurance, and
establish direct eye contact with listeners. |
The Purpose of Your Message
What is your goal as a speaker? Is it not get the audience to act? Change their attitudes or beliefs? Inspire them or arouse their enthusiasm or emotions? Onece you know your purpose, you must construct your speech so that you appeal to listeners self-interests. People don't buy a product because a salesperson wants them to.
They buy it because it's usefull, desireable, and beneficial to
them. To be persuasive, you must convince them that your
interests coincide with theirs.
The Audience
Before you prepare your speech, you will need to analyze your prospective
audience carefully. The way you present your persuasive message
will depend on whom your listeners are and what attitudes they hold
toward your subject. What are their occupations, interest, and
educational backgrounds? How much information do they already have
on the subject? Do they care about the issue you will discuss? Are
they favorable toward your viewpoint? Undecided? Opposed?
Your Persuasive Approach
Once you've decided your speech objective, you can determine which persuasive approach you willuse. No two persuasive situation are alike.
However, you'll find these general guideliness helpful in most cases
| 1 |
If the audience agrees with your viewpoint, your
goal will be to reinforce and strengthen this agreement. In many instances, you need not present both sides of an issue
when you've sure the audience agrees with your viewpoint. However,
if your listeners have been exposed to a differing view,
acknowledge the opposing argument and present evidence supporting
your own. |
| 2 |
If the audience is neutral or apathetic, your
main goal is to convince your listeners that the issue directly
affects and is important to them. If you're confronting a problem, show how it relates to them and their lives. After
establishing its relevance, present the possible solutions. Explain
the impact of each solution, and demonstrate why yours is the best
alternative. |
| 3 |
If the audience opposes your view, don't expect
to achieve major attitudinal changes. Instead simply strive to have your listeners recognize the merits of your position
and reconsider their own views. Begin by establishing common
ground, leading your listeners back to basic principles and
indisputable facts on which you and they agree. As you
proceed, promote your own beliefs, but don't let listeners equate
your argument with an attack on them. Present your message fairly,
and be considerate of others' feelings. |
Organizing and Presenting your Persuasive
Message
Once you've selected your topic and your basic approach, structure your message so it achieve the result you seek. The motivated
sequence, developed by Professor Alan H. Monroe is a five-step speech structure that
follows people's normal thought patterns, motivating an audience to
respond to the speaker's purpose. This sequence can be adapted to
almost any topic and persuasive approach you may choose.
| 1 |
Attention. Your opening should
seize your audience's attention, direct that attention toward your
topic, and make the audience want to listen to what follow. An
excellent example is the physician who began a speech by saying, physician who began a speech by saying, "Three
out of five people in this room will di of heart disease." |
| 2 |
Need. In this step, you state the
existing need or problem, explaining why it's important to
listeners. Depending on your topic and approach, you may include facts, examples, and illutrations that describe the
need and build a solid, logical foundation for the solution you
will present. |
| 3 |
Satisfaction. Here you present
your solution to the need or problem. After stating your proposal
and explaining it clearly, show how it meets the need. Support your position with evidence and, if necessary, overcome
objections or opposing solutions. |
| 4 |
Visualization. In this step, you
draw a picture of future condiions, intensifying audience
commitment to your position. Show how things will be once your
proposal is adopted or what might happen if the audience rejects
your solution. |
| 5 |
Action. Your final step is to turn
the agreement and commitment you've gained into positive or
attitude by your listeners. |
Here's brief example that
illustrates Monroe'smotivated sequence:
| Attention |
"Our rapidly escalating property
taxes are supporting a spending spree by our legislature." |
| Need |
"Property taxes must be lowered and
government spending brought under control." |
| Satisfaction |
"Proposition X will reduce property taxes
and limit goverment spending in Ohio." |
| Visualization |
"If this proposition fails, our taxes will
continue to escalate, and many people will lose their homes." |
| Action |
"Vote 'yes' on Proposition X." |
Your Emotional Appeal
Up to this point, we have focused on the rational part of your persuasive speech. Don't forget the emotional component - few people are persuaded by logic alone. Throughout your speech, work to build strong audience feeling toward your cause.
Your Evaluation
To be successful in completing this project, you must use all of the skills you've learned. Speak with directness and conviction. Organize your message carefully. Use body language and vocal variety to strengthen your message, and pay attention to the words you use. Avoid using notes, because they will detract from the audience's feeling that you've mastered your topic. Your evaluator will
expect you to demonstrate your own commitment to the point of view
you advocate. You will also be expected to appeal to your
audience's self-interest, show that you have carefully analyzed
your audience, build a logical appeal, and motivate strong
emotional feeling among