1. STEPS FOR WRITING A PERSUASIVE SPEECH
1. Choose a topic.
2. Write a proposition.
3. Classify the proposition by general
purpose.
Four types of general purposes:

2. Speeches that Reinforce an “Existing Belief”
When you believe that the audience’s attitude toward your belief is weak, you may phrase a proposition this way:
To persuade the class that surrogate motherhood not be banned in the United States.

3. Speeches that seek to “Establish a Belief”
When you believe that the audience have no beliefs related to the issue or the belief does not exist, then you may seek to establish a belief like these propositions below:
To persuade the class that the feminist movement has adversely affected the family as a child-nurturing entity.
ncrw.org

4. Speeches that seek to “Change a Belief”
If you believe that the audience’s attitudes toward your topic is contrary to yours, then you may seek to change their attitude about your topic, like for example:
To persuade the class that the legal drinking age in the state of Texas should be lowered from 21 to 18 years of age.
the guardian.co.uk

5. Speeches that move an “Audience to Act”
If you want the audience to act as a result of your speech, then you use propositions like:
I want my audience to donate food and/or money to the Houston Food Bank.
To persuade the class to volunteer their time to help the elderly at area retirement communities.

6. Classify the Proposition by Subject Matter
Step # 4
Three types of classification by Subject Matter:
“I’m ready to present this speech.”
Indiana.edu

7. Statements of “Fact” Statements of fact are either true or not true.
The state of Florida did not prove that Casey Anthony was guilty of killing her daughter.
abcnews.com

8. Statements of “Evaluation”
When the objective of your proposition is to evaluate, you are trying to determine whether the subject in the proposition is right or wrong, good or bad, fair or unfair, and just or unjust.
Tony Nichols should be allowed to exercise his right to end his suffering by being euthanized.
Tony Nichols
BBC.co.uk

9. Statement of “Policy”
When the objective of your proposition is to argue a policy, you are attempting to persuade the audience to either oppose or accept a particular policy.
I want the audience to (support or reject) the latest immigration bill.
To persuade the class to (support or reject) health care reform.
imgsrv.kcbs.com
bestlocaldoctors.com

10. Analyzing Audience Attitudes
When preparing an argument, it is imperative that you make an educated guess or directly ask them as to where your classmates stand on what you are proposing.
The Attitudinal Process
1. Attitude- A predisposition toward a person, place, thing object.
2. Belief- The mental aspect of an attitude.
3. Opinion- The verbal expression of an attitude.
4. Behavior- The action taken as a result of an attitude.

11. The Opinion Continuum
This is used for adapting to audience’s attitudes.
Highly in favor
They agree with your position. Your objective then is to get them to act!

12. The Opinion Continuum cont’d
In favor
They already share many of your beliefs. You reinforce existing beliefs and attitudes to lead them to a course of action.

13. The Opinion Continuum cont’d
Mildly in favor
They are inclined to accept your view, but with little commitment. Your strategy should be to strengthen positive beliefs by emphasizing supporting reasons.

14. The Opinion Continuum cont’d
Neither in favor nor opposed
They are uninformed, neutral or apathetic. Your strategy would be to emphasize information relevant to a belief or move to action, emphasize reasons relevant to action, or concentrate on motivating them to see the importance of the proposition or seriousness of the problem.

15. The Opinion Continuum cont’d
Mildly opposed
They have doubts about the wisdom of your position. Your strategy would be to give them reasons and evidence that would help them to consider your position.

16. The Opinion Continuum cont’d
Opposed
They have beliefs and attitudes contrary to yours. Be objective to avoid arousing hostility, and concentrate on shifting beliefs rather than on moving to action.
The Opinion Continuum cont’d

17. The Opinion Continuum cont’d
Hostile
They are totally unreceptive to your position. You must then, plant the seeds of persuasion and try to get them to understand your position.

18. Identifying Reasons 6. How to Identify Reasons
The speaker must identify at least six reasons related to the proposition. Of those six reasons, choose three based on this criteria:
Choose reasons that are relevant to the proposition.
Choose reasons that will have an impact on the audience.
Choose reasons that can be supported. (Research)

19. Example
Proposition:
To persuade my audience that the United States should overhaul the welfare system. (why)?
1. The welfare system costs too much to maintain.
2. The welfare system is inequitable.
3. The welfare system does not help those who need help most.
4. The welfare system has been grossly abused.
5. The welfare system does not encourage recipients to seek work.
6. The welfare system does not encourage self-support.

20. 7. Evidence and Logic of the Message
Evidence is defined as factual statements and opinions originating, not from the speaker, but from another source.
Evidence form the basis for the logical arguments a speaker develops.
Logic is the study of orderly thinking, thoughts, sequence and connection of thoughts and ideas as they relate to one another (Hamilton, 2009; Bell, 1990).

21. Evidence and Logic of the Message, cont’d
Low-ability listeners who are not personally involved with the topic will tend to be persuaded when a large amount of evidence is presented—even if the evidence is poor quality. Propositions that are new to an audience are more persuasive because they have no opinion about it. *If you are a novice speaker and you use a lot of sources, you are likely to persuade. *When you cite your source(s) after the evidence, you are likely to be more persuasive. Novice speakers should use narratives and evidence.

22. Organizing the Body of the Speech
8. The beauty about organizing the body of a persuasive speech is that your choices to achieve the goal are many. Take a look:
Statement of logical reasons pattern
Problem solution
Problem, causes, solution
Problem, causes, effects, solution
Problem, causes, effects, symptoms, solution
Problem, symptoms, solution

23. Organizing The Body of the Speech, cont’d
Pro/con approach
The listeners are fairly knowledgeable on your topic.
The listeners already disagree with your proposal.
There is a good chance that the listeners will hear the other side from another speaker or the news media.
The listeners agree but are fairly new to the opinion and have undeveloped belief systems.

24. Organizing The Body of the Speech, cont’d
Causal pattern
Looking at the relationship between causes and effects.
Comparative/advantages pattern
Comparing two things that are similar and then demonstrating that what you are proposing have irrefutable advantages.
Monroe’s Motivated Sequence

25. Emotional Appeals
9. Emotional Appeals are so important to persuasion that without, it the task to persuade becomes difficult if not impossible.

26. Reasoning With Audiences
10. Toulmin’s Model of Reasoning
Data Claim
Assertions Inference drawn
Assumptions Inference proven
Opinions
Facts
Observations
Warrant (conclusion)
(1959)

27. Reasoning With Audiences
Types of Reasoning
1. Reasoning from example
2. Reasoning from sign
3. Reasoning from analogy
4. Reasoning from causation
5. Reasoning from definition
6. Reasoning from authority

28. Reward/Cost Ratio Theory
11. When your goal is to motivate to act, it is imperative you show that rewards far outweigh costs. For every one cost, there must be three rewards.

29. The Values and Lifestyles Program (V.A.L.S.)
Arnold Mitchell’s V.A.L.S. Typology
Need-Driven Groups (11% of U.S. adults)
Survivors; are the poverty-driven people-ill, depressed, withdrawn, undereducated, lacking self-confidence.
Sustainers; are closely related to survivors, although sustainers are more angry, distrustful and have the motive to advance economically, if possible.

30. The Values and Lifestyles Program (V.A.L.S.)
Outer-Directed Group (67% of U.S. adults)
Belongers; are the stereotypical middle-class American: traditional, conforming, family-oriented, “moral,” mostly white, often female.
Emulators; are the great strivers, working hard to become richer, and more successful than they are; members of this group are often young, competitive, and ambitious.

31. The Values and Lifestyles Program (V.A.L.S.)
Achievers; are the more successful models of emulators and are often professionals, comfortable, affable and wealthy.
images,businessweek

32. The Values and Lifestyles Program (V.A.L.S.)
Inner-Directed Groups (20% of U.S. adults)
“I am me’s”; lead off the inner-directed groups; they are flighty and emotional, both aggressive and retiring, conforming and innovative—always searching for their true selves.
Experientials; are adventure-seekers willing to experience life intensely; they are more involved with others.
The socially conscious; are driven by their concern for others, societal issues, trends and events.

33. The Values and Lifestyles Program (V.A.L.S.)
A combined Outer-and-Inner Directed Group (2% of U.S. adults)
Integrated people balance the strengths of the outer-directed and inner-directed people.

34. Motivational Appeals
A motivational appeal is an attempt to code or translate a biological or social motive into language (Ehninger, Gronbeck, McKerrow, & Monroe, 2007).
images.pearsoned-ema.com

35. Types of Motive Clusters
Affiliation motives are dominated by a desire for acceptance or approval. They are more focused on the social or interpersonal bonds between people than with personal success or power others.
Examples of affiliation clusters:
Companionship loyalty
Conformity tradition
Deference/dependence reverence/worship
Sympathy/generosity sexual attraction

36. Types of Motive Clusters cont’d
Achievement Clusters are focused on individual urges, desires, and goals—a concern for self and for excellence, prestige, and success. Below are some types of achievement clusters:
Acquisition/savings perseverance
Success/display creativity
Pride curiosity
Prestige personal enjoyment
Adventure/change

37. Types of Motive Clusters cont’d
The Power Cluster focuses on influence or control over others or the environment.
Aggression
Authority/dominance
Defense
Fear
Autonomy/independence

38. Attention Step (The Opening) Using Fear Proposition
Establish Credibility
Reasons

39. Need Step
Problem(s)

40. Satisfaction Step
Solution
Reasons

41. Visualization Step Stories Jane Sue Christine Krys Krystalynn
Lakreshia
Mary
Von

42. Action Step
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