1. chapter 16
Speaking to Persuade

2. Persuasion
Creating
Reinforcing
Changing
People's beliefs
or actions

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

4. Degrees of Persuasion

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

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

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

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

9. Monroe’s Motivated Sequence
Attention
Need
Satisfaction
Visualization
Action

10. 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

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

12. 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

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

14. Monroe’s Motivated Sequence
Page 342 Textbook
Blood donor example

15. 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

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

17. 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.

18. 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

19. Monroe’s Motivated Sequence
Attention
Need
Satisfaction
Visualization
Action

20. 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

21. Monroe’s Motivated Sequence
Attention
Need
Satisfaction
Visualization
Action

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

23. Monroe’s Motivated Sequence
Attention
Need
Satisfaction
Visualization
Action

24. 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

25. Monroe’s Motivated Sequence
Attention
Need
Satisfaction
Visualization
Action

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

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

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

29. 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.

30. Monroe’s Motivated Sequence
Examples

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

32. Monroe’s Motivated Sequence
Attention
Need
Satisfaction
Visualization
Action

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