chapter 16 Speaking to Persuade

Persuasion Creating Reinforcing Changing People's beliefs or actions

Persuasion When Where Who Why Who do you try to persuade?

Degrees of Persuasion

Target Audience Portion of audience speaker most wants to persuade Will most agree? Reinforce points Will most disagree? Facts, facts, facts

Organizing Policy Speeches Problem-solution Problem-cause-solution Comparative advantages Monroe’s motivated sequence

Organizing Persuasive Speeches One goal: motivate to act or to agree

Monroe’s Motivated Sequence Five-step sequence for organizing speeches that seek immediate Action Final speech utilizing MMS

Monroe’s Motivated Sequence Attention Need Satisfaction Visualization Action

Monroe’s Motivated Sequence Attention: Gain attention Need: Show need for change Satisfaction: Provide solution to need Visualization: visualizing its benefits Action: Urge audience to take action in support of solution

Monroe’s Motivated Sequence Visualization: Intensify desire for solution by visualizing its benefits Action: Urge audience to take action in support of solution

Monroe’s Motivated Sequence Step Audience response Attention: Getting attention I want to listen Need: Showing the need: describing the problem Something needs to be done Satisfaction: Satisfying the need: presenting the solution This is what to do to satisfy the need Visualization: Visualizing the results I can see myself enjoying the benefits of such an action Action: Requesting action or approval I will do this

Monroe’s Motivated Sequence Organization Introduction – Attention Main points in body – Need, satisfaction, visualization Conclusion - Action

Monroe’s Motivated Sequence Page 342 Textbook Blood donor example

Monroe’s Motivated Sequence Introduction - Grab their attention Relate to audience Show importance of topic Make startling statement Arouse curiosity or suspense Ask question Tell story Visual aid

Monroe’s Motivated Sequence Introduction - Grab their attention I. Ask questions II. Internal preview Why donate blood Encourage

Monroe’s Motivated Sequence Introduction -Attention I. Are you at least 17 years old? Weigh more than 110 pounds? Are you healthy? II. Yes? You should be donating. III. Why donors are needed. Encourage you.

Monroe’s Motivated Sequence Body Need for blood Satisfaction How you can satisfy the need by giving blood III. Visualization Intensying desire by visualizing benefits. How it would help others

Monroe’s Motivated Sequence Attention Need Satisfaction Visualization Action

Monroe’s Motivated Sequence Body Need: I. Lack of participation Blood transfusion every three seconds 3000 gallons of blood every hour Donation levels too low

Monroe’s Motivated Sequence Attention Need Satisfaction Visualization Action

Monroe’s Motivated Sequence Body Satisfaction II. You can help Donate – Red Cross Simple process

Monroe’s Motivated Sequence Attention Need Satisfaction Visualization Action

Monroe’s Motivated Sequence Body Visualization III. One unit = save three lives Blood in three parts Red blood cells White blood cells Platelets 6 x/year – help 18 10 years save 180

Monroe’s Motivated Sequence Attention Need Satisfaction Visualization Action

Monroe’s Motivated Sequence Conclusion Action I. I encourage you to donate blood II. Give the ultimate gift

Monroe’s Motivated Sequence One goal: to motivate to act or to agree

Monroe’s Motivated Sequence Become involved in ..., Buy ..., Change ..., Choose ..., Do ..., Donate ..., Establish ..., Join ..., Make ..., Pay ..., Quit ..., Sell ..., Sign ..., Study ..., Support ..., Take ..., Volunteer ..., Vote ...

Monroe’s Motivated Sequence Step one: Write down what you want audience to do Step two: How you are going to persuade them that you are right.

Monroe’s Motivated Sequence Examples http://www.forbes.com/sites/jacquelynsmith/2013/12/17/the-most-unforgettable-ad-campaigns-of-2013/

Monroe’s Motivated Sequence Attention: Bubbly actress Need: Embarrassment – dropped call Satisfaction: Cingular Visualization: Fewer dropped calls - promotion Action: Call today

Monroe’s Motivated Sequence Attention Need Satisfaction Visualization Action

Material from the following unless indicated otherwise: Lucas, Stephen. The Art of Public Speaking. 11th ed. Boston, MA: McGraw-Hill, 2012. Print. Clipart from Microsoft Office