Instrumental / Persuasive

Persuasion is the process used to influence the thoughts and actions of others. A persuasive speech is intended to do just that. All leaders by nature are great persuasive speakers. There are many types of persuasive speeches such as sales, business proposals, legal proceedings, and oppositional. This guide will focus on key components and how to structure your persuasive speech. Problems, Solution and Benefit. By the end, your speech should clarify and validate the feelings, hopes, and ideals of the people. Then ultimately unify and motivate those people to act.

Before you begin your journey into persuasive speaking let us take a moment look at the 5 crucial components when formulating your Persuasive speech

1. Audience – The willingness of the audience to accept a new view, the body language of the speaker, and the environment in which the speech is given all can affect the success of a persuasive speech.

2. Value or Policy– Questions of value state that something is good, bad, or worthwhile. Questions of Policy advocates a change from the status quo.

3. Ethos, Pathos, Logo - Ethos: Your credibility/character ; Pathos: emotional bond ; Logos: logical and rational argument.

4. Informational Sources - “Don’t just take my word for it...” Be prepared to supply supplemental information.

5. Questions/Oppositions – Stand firm on your view point while addressing other views and concerns. Then carefully explain why they don't have merit.

Begin with a Plan

When you think of a persuasive speaker who do you envision? I can tell with a high degree of confidence that the person you are envisioning 1. Dresses the part 2. Has a very clear message 3. Invokes a sense of belief. When you are crafting your persuasive speech think about these three elements. Make sure you stand out in your appearance and manner to further increase your ethos. As well as decide what type of persuasive speech (Value or Policy) suits you. This type of speech is different as you would always begin with the end in mind.

The Simple Construction

There are many types of persuasive speech. The simplest and most effective type being Problem->Solution->Benefit.

Problem: Identify the need of your audience. Your goal is to convince the audience that there is a problem that must be addressed or a need for change. It is essential to get the audience to believe that a problem exists so they will implement a plan for a solution. To really get the message across this should make up around 30%-35% of your speech.

Solution: Define your plan of action and map out its course. Your goal here is to convince the audience that there is a path and it is not good enough to just do nothing. Tell them exactly what must be done while simultaneously addressing any hesitation. Use Pathos and/or Logos to form your argument. Use storytelling, cite expert testimony, state supporting facts and reference successful implementation.

Benefit: Tell the audience what will happen if the solution is or is not implemented. Use visualization to paint the picture of what they will experience by taking these steps. Then end by telling the audience members what specific action they can take NOW to solve the problem.

Once you’ve bulleted out each of your points, its time to start filling in the gaps.

The Finishing Touches

No matter how great your idea may be, your message may fall flat. Simply because of lack of presentation skills. To avoid some of the most common pitfalls make sure to incorporate the following steps.

Be Prepared: A persuasive speech is very calculated in its intent. Therefore there is very little room for error. Your effectiveness to convince the audience depends on factors beyond the words of the speech. For example, your physical appearance, the stage on which you present, your body language, tone of voice, and willingness of the audience all play a role in getting your message across. Attention to detail is strongly encouraged in a persuasive speech.

Make your appeal: Logos or logic appeals are arguments that present a set of information and show why your conclusion must rationally be true. These are supported by facts and evidence that are credited. For example “Mr.X’s prints were found on the murder weapon therefore Mr.X is the murderer”. Emotional appeals are appeals that seek to make the audience feel a certain way so that they will accept a conclusion. A common emotional appeal is using fear to persuade your audience to agree to your viewpoints.

Finish strong: The opening should be great but the close should be even better. At the end of your speech you should briefly summarize the problem and your points. Emphasizes what actions the audience can do now. Before that moment of opportunity that you have created fades away.

Review your work: When you’ve finished crafting your speech you should be able answer each of these questions.

Have I identified my goal?
What are my main points?
Does the structure of the speech help my argument?
Have I emphasized why should my audience care(needs/wants)?
Do I have enough supporting stories/evidence?
Did end with a strong and clear Call to Action?

Time to Deliver

Congratulations! You are now ready to deliver your persuasive speech. Always remember that the purpose of this speech is to convince your audience to act. At the very least it should move them

audience further along the pathway of believing it. It may take multiple speeches to do so but the benefits can be highly rewarding. Be sure to expect the unexpected. Such as questions with opposing viewpoints. Acknowledging and gathering information on those opposing viewpoints can further help in your journey of being an effective persuasive speaker.

Take your newfound knowledge and put it to the test. Practice your Persuasive Speaking skills here. Or if you’d like to learn more be on the lookout for Your Voice NY workshops.

Whether you are a beginner or a pro it’s always a great idea to have quick and simple material to reference. If you are interested in learning more and finding your inner persuader continue reading from here.