Persuasive Speech (1)

Speech Communication
 Persuasive Speech

Objectives:

Students will be able to describe the principle of persuasive speech.

Students will be able to describe the differences between Monroe’s

motivated sequence and universal persuasive components.

Students will be able to analyse each step of Monroe’s motivated sequence

and universal persuasive components.
 Overview

1) Definition

2) Choosing appropriate topics for your persuasive speech

3) Organising your persuasive speech

-Monroe’s motivated sequence

-Universal persuasive components

 Definition

A persuasive speech is a specific type of speech in which the speaker has a

goal of convincing the audience to accept his or her point of view.

Persuasive speeches aim to convince the audience to believe a certain way,

to take a certain action, or to support a specific view or cause
 How can I choose the topic for a persuasive speech?

To deliver a persuasive speech, you choose a topic about which people disagree
or can have differing opinions.

Your persuasive argument will be made stronger if you can demonstrate that
you are passionate about the topic and have a strong opinion one way or the
other.
 Example of Persuasive Speech

1) A teenager attempting to convince her parents that she needs to be able to stay out until
11pm instead of 10pm.

2) A student council president trying to convince school administrators to allow the students to
have a dance after the final football game of the season.

3) A nutritionist attempting to persuade people to drink more water to avoid potential health
hazards.

4) A young designer trying to convince men to wear pink clothes.

5) A college student trying to persuade teachers about why it is a good idea to read Fifty Shades
of Grey.
 How to Succeed

Using an attention grabbing device is a powerful way to begin a persuasive

speech.

If you can make your audience laugh, think about a personal experience, or tell
an anecdote that produces emotion, they are more likely to listen to the content
of your argument.

The effectiveness of a persuasive speech also depends on factors beyond the

words of the speech. 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.
 Organising your persuasive speech

Once you have selected your topic, know who your audience is, and have settled
on an end goal for your persuasive speech, you can begin drafting your speech.

Outlines are organised according to the particular speech, and the following
organisational patterns are used routinely for persuasive speeches.

-Monroe’s motivated sequence

-Universal persuasive components

 Monroe’s Motivated Sequence

“Call to Act”

In your role, do you ever need to motivate, inspire, or persuade others?

Whether you're a senior executive giving a presentation to the Board, a manager

giving a morale-boosting speech to your team, or a production manager giving a
presentation on safety standards, at some point, you'll probably have to move
people to action.

we'll look at the key factors you need to put together a clear and engaging call
to action using a five-step process known as Monroe's Motivated Sequence.
 Monroe’s Motivated Sequence

One of the most commonly cited and discussed organizational patterns for
persuasive speeches is Alan H. Monroe’s motivated sequence.

To help speakers “sequence supporting materials and motivational appeals to

form a useful organizational pattern for speeches as a whole” (German et al.,
2010).
 Monroe’s Motivated Sequence

Lists of the basic steps of Monroe’s motivated sequence and the subsequent
reaction a speaker desires from his or her audience.

Steps Audience Response

1) Attention - - Getting attention “I want to listen to the speaker.”

2) Need - - Showing the Need, “Something needs to be done about
Describing the Problem the problem.”
3) Satisfaction - - Satisfying the Need, “In order to satisfy the need or fix the
Presenting the Solution problem this is what I need to do.”
4) Visualisation - - Visualising the “I can see myself enjoying the benefits
Result of taking action.”
5) Action - - Requesting Audience “I will act in a specific way or approve
Action or Approval a decision or behavior.”
 1) Attention

Attention step, in which a speaker attempts to get the audience’s attention.

How?

Use storytelling , humor, a shocking statistic, or a rhetorical question – anything that will
get the audience to sit up and take notice.
 Sample of attention step;

The example of a half-day seminar on safety in the workplace. Your attention

step might be as follows.

Attention Workplace safety is being ignored!

Despite detailed safety standards and regulations, surveys

show that 7 out of 10 workers regularly ignore safety
Shocking Statistic practices because of ease, comfort, and efficiency. Some
of these people get hurt as a result. I wonder how
comfortable they are in their hospital beds... or coffins?
Note!!! This step doesn’t replace your introduction - - it’s a
part of your introduction. In your opening, you should also
establish your credibility.
 2) Need

Establish the Need, the speaker establishes that there is a specific need or problem.

But do not suggest any solutions in this step. Use this part to help your audience understand and
feel the need to solve the problem.

Convince your audience there's a problem. This set of statements must help the audience realize
that what's happening right now isn't good enough – and needs to change.

The speaker should provide a description of the problem as well as the consequences that may
result if the problem goes unresolved.

How?
- - Use statistics to back up your statements.

- - Talk about the consequences of maintaining the status quo (keep doing the
same thing) and not making changes.

- - Show your audience how the problem directly affects them.

Remember, you're not at the "I have a solution" stage yet. Here, you want to
make the audience uncomfortable and restless, and ready to do the
"something" that you recommend.
 Sample of Need step;

Need Apathy/lack of interest is the problem.

Safety harnesses sit on the floor when the

Examples and Illustrations
(what’s happening right now,
problems)
Consequences
worker is 25 feet above ground. Ventilation
masks are used more to hold spare change
than to keep people safe from dangerous
fumes.
Ignoring safety rules caused 160 worker
deaths in our province/state last year.
I'm here to make sure that you aren't part of
next year's statistic.
 3) Satisfaction

The satisfaction step, the speaker sets out to satisfy the need or solve the
problem.

You have to persuade your listeners that the solution you’re proposing is the
most effective strategy out there.

When you see that the audience is ready for action, it’s time to show them the
way. Here you need to provide your solution. It should be concise, simple to
follow and easily understood by every audience.
KEY!

Introduce your solution.

How will you solve the problem that your audience is now ready to address?

This is the main part of your presentation.

It will vary significantly, depending on your purpose.

HOW?
 Sample of Satisfaction step;

- - Give audience the background.

- - Discuss the facts.

- - Elaborate and give details to make sure the audience understands your position and solution.

- - Clearly state what you want the audience to do or believe.

- - Use examples, testimonials, and/or statistics to prove the effectiveness of your solution.

- - Prepare counterarguments to anticipated objections.

 Everyone needs to be responsible and accountable for everyone
Satisfaction
else's safety.
Habits form over time. They are passed on from worker to worker
Background
until the culture accepts looser safety standards.
Introduce more statistics on workplace accidents relevant to
Facts
your organization.
When workers are responsible and accountable for one another,
Position Statement
safety compliance increases.
State what you want
audience to do

Examples Present one or more case studies.

Safer workplaces are more productive, even in the short term –

Counterarguments so workers aren't more efficient when they don't take the time to
follow safety rules.
 4) Visualization

The visualization step, in which you ask the audience to visualize a future where the
need has been met or the problem solved.

OR
Describe what the situation will look like if the audience does nothing.

Your goal is to motivate the audience to agree with you and adopt similar behaviors,
attitudes, and beliefs.

Help them see what the results could be if they act the way you want them to. Make
sure your vision is believable and realistic.
According to Monroe, visualization can be conducted in one of three ways: positive,
negative, or contrast.

1) Positive method - - Describe what the situation will look like if your ideas are
adopted. Emphasize the positive aspects.

2) Negative method - - Describe what the situation will look like if your ideas are
rejected. Focus on the dangers and difficulties caused by not acting.

3) Contrast method - - Develop the negative picture first, and then reveal what could
happen if your ideas are accepted. Your listeners should feel that your solution is the
only and best choice out there.
 Sample of Visualization

Visualization Picture a safe and healthy workplace for everyone.

Continue the status quo (keep doing the same thing), and someone will be
seriously injured. Picture yourself at a colleague's funeral. You were right beside
Negative Method
him when he decided not to wear his safety harness. How do you face his wife
when you know you were right there and didn't say anything?
Imagine seeing your co-worker receive an award for 25 years of service. Feel the
Positive Method pride when you teach safety standards to new workers. Share the joy of your
team's rewards for an outstanding safety record.
Continue the status quo (keep doing the same thing), and someone will be seriously injured. Picture
yourself at a colleague's funeral. You were right beside him when he decided not to wear his safety
harness. How do you face his wife when you know you were right there and didn't say anything?
Contrast Method Consider the opposite. Imagine seeing your co-worker receive an award for 25 years of service. Feel
the pride when you teach safety standards to new workers. Share the joy of your team's rewards for
an outstanding safety record.
 5) Action

Your final job is to leave your audience with specific things that they can do to
solve the problem. You want them to take action now.

This can be as simple as inviting them to have some refreshments as you walk
around and answer questions. For very complex problems, the action step might
be getting together again to review plans.
 Sample of Action

Action Review your safety procedures immediately.

Invitation I've arranged a factory tour after lunch. Everyone is invited to
join us. Your insights will really help us to identify areas that
need immediate attention. If you're unable to attend this
afternoon, I've left some pamphlets and business cards. Feel
free to call me with questions, concerns, and ideas.
 OR

It’s important to concisely summarize and propose steps of action to your

audience.

1)Tell your audience exactly what steps they need to take to resolve the issue.

2) Explain to your audience which tools they have to address the problem.

3) Invite your audience to ask you additional questions.

 Monroe’s Sequence Sample Outline

A. When was the last time you saw a dog chained to a tree in a neighbor’s yard, heard
about a puppy mill in your town, or went into a pet store only to find dogs and cats for
sale?
1) Attention step B. I work with the Morris County Animal Protection Group, and I would like to share some
ways in which you can help prevent these travesties.
C. First, I will describe some of the major problems in Morris County, and then I will tell you
how you can get involved.

State the Need/Problem: Many animals in Morris County are abused and neglected.
A. There are too many stray animals that are neither spayed nor neutered, resulting in an
overabundance of cats and dogs.
2) Need step B. These animals often cannot find enough food to survive, and the local shelter cannot
accommodate such high populations.
C. The cost of local spay/neuter programs is too high for our agency to handle.
 Monroe’s Sequence Sample Outline

Presenting the solution/Satisfying the need: Raising 1 million for the Morris County Animal
Protection Agency can effectively solve these problems.
3) Satisfaction
A. We could afford to spay or neuter most stray animals.
step B. Obtained animals could be fed and accommodated until a home can be secured for them.
C. Additionally, we could subsidize spay/neuter costs for local citizens.
4) Visualization Visualize a future: Imagine what we can do for our animals with this money.
step (Contrast Method)
A. What will it be like if we cannot carry out these actions?
B. What will it be like if we can do these things?
5) Action step Summarize action: Donate to the Morris County Animal Protection Agency.
A. If you want to help protect the many struggling stray animals in Morris County, make a
donation to our organization.
B. Your donation will make a real difference in the lives of our animals.
C. We cannot effect real change for the animals of our county without each and every one of
you.
Activities:

Activity 1

Watch a short persuasive speech from TED TALK. Then summarise how
the speaker illustrated her idea in each step on Monroe’s motivated
sequence.

https://www.ted.com/talks/melissa_marshall_talk_nerdy_to_me#t-
249908
Persuasive Speech (2)
Universal Persuasive Components
Persuasive language is used all the time.

ask friends to lend us money, ask teacher for a higher grade,

or try to convince parents to buy us something
Any speech is persuasive if its purpose is to convince others to
change their feelings, beliefs, or behaviours.
1) Opener building on areas of agreement

2) Statement of persuasive claim

3) Preview of persuasive points

4) Body

5) Summary

6) Memorable concluding remarks

7) Transitions
Use for convincing audience to agree with you by give them a
reason to trust you and to see you as a person who thinks as
they do.

How?
You can build the areas of agreement by discussing:

Common goals (we all want the same basic things in life)

Common problems (we are all concerned about this

problem)

Common experiences (we all know what it is like to …)

#Sample A: “Highway Speed Limits Should be Reduced to
Fifty Miles Per Hour”

Most of us know people who have had friends or family

injured or killed in terrible car accidents on the highways.
Certainly we’ve all read or heard about these tragedies in the
news. We all want to live long, happy, healthy lives. No one
wants to worry about whether they will arrive at their
destination safely every time they get in a car.
#Sample B: “ Capital Punishment Should Be Legal”

I’m sure everyone here is concerned about crime in our

community. Many of us know that it isn’t always safe to go
out alone at night or even to walk through a dark parking lot
to get to our car. All of us want to feel safe in our homes, in
our cars, and on the streets. We would all like to see the
amount of crime reduced.
After illustrate your areas of agreement, you should state your
persuasive claim.

Examples: The maximum speed limit on U.S. highways

should be fifty miles per hour.

Capital punishment should be legal nationwide.

Previewing the main arguments that you will present should
be stated in this stage.

3-5 persuasive points are recommended.

#Sample A: “Donate Blood to a Hospital Blood Bank”

I hope to persuade you to donate blood to a hospital blood

bank for several reasons.

1) Blood donations save lives.

2) Blood donation is perfectly safe and painless.

3) It is very convenient.
#Sample B: “Casino Gambling Should Be Legal in Thailand”

There are three important reasons why we should support

casino gambling in our country.

1) The creation of new jobs will reduce unemployment.

2) A proposed sales-tax increase will not be necessary.

3) The country will have more funds to improve public

facilities.
Present evidence that will convince your audience to agree
with you.

The evidence should be based on your persuasive points that

you proposed

Key points: interesting, important, relevant to audience

A summary in persuasive speech refers to a summary of the
evidence presented in the Body.
Sample : SUMMARY
#Sample A: “Donate Blood to a Hospital Blood Bank”

I’m sure you now realise that you should donate blood.

1)It’s rewarding and worthwhile.

A. Think of a dying person whose life you might save.

B. Think of the great personal satisfaction you’ll have.

2)It’s perfectly safe and painless.

A. Donating blood doesn’t hurt a bit.

B. There is no chance of catching any kind of disease.

3) It’s very convenient.

A. It will only take a few minutes of your time.

B. Free round-trip transportation to the hospital is available.

#Sample B: “ Casino Gambling Should Be Legal in Thailand”

As you can now see, legalising casino gambling in Thailand would greatly benefit you and all
residents of the country.

1) A proposed sales-tax increase will not be necessary.

A. It will keep prices you pay in restaurants lower.

B. It will keep prices you pay in retail stores lower.

2) Thailand’s finances will be improved.

A. More money will be available to improve the roads you use.

B. More money will be available to improve the public parks and beaches you enjoy.

C. More money will be available for public schools.

Your concluding remarks should reinforce why audience
should change a belief, an opinion, or a behaviour.

Try to make your audience think about the future and to

remind them to take some type of action.
Example: (Motivate audience to work out)

Be the best you can be! Just think in a few short weeks, a
beautiful, slender, athletic body can be yours. Heads will
turn as you walk down the street. So go out and start an
exercise program today!
Transitions in a persuasive speech use for acknowledge your
audience’s reasons for disagreeing with your claim and
announce your intention to change your audience’s minds.

Example: At least half of you in this audience stated you

would not donate blood due to fears about being infected
with a disease. I will now prove to you that donating blood
is completely safe and this should not be a concern.
Opener Building on Areas of Agreement

We all know someone who has been sick or in pain. Maybe

you or someone you know has had painful surgery or
suffers from depression. Often, prescription medicines have
side effects and make the patient feel even worse. When we
don’t feel well, we’d all like to feel better as quickly as
possible. Acupuncture might be the solution.
Statement of persuasive claim

So today, I would like to persuade you to consider

acupuncture when you are sick or in pain.
Preview of main persuasive points

There are many reasons you should consider acupuncture

instead of traditional Western medicine.

First, acupuncture is a medically proven treatment.

Second, acupuncture is safe.

And third, acupuncture effectively treats many conditions.

Transition (1)

Many of you might be skeptical about acupuncture

because you believe it is an unproven treatment. You will
be amazed to learn that acupuncture has been used for
thousands of years and is medically respected worldwide.

(Link to the first point)

Body

(State your evidence to support the first point)

Transition (2)

Another reason you might avoid acupuncture is that you

worry it is not safe. You will be very pleased to learn that
acupuncture is in fact very safe.

(Link to the second points)

Body

(State your evidence to support the second point)

Transition (3)

Next, some of you might think that acupuncture is helpful

for only a few minor problems. I’ll now prove to you that
acupuncture treats a wide variety of problems and
diseases.

(Link to the third points)

Body

(State your evidence to support the third point)

Summary

So, I hope I have convinced you to consider acupuncture

when you are sick or in pain. Remember: Acupuncture is a
clinically proven and respected medical treatment. It’s
perfectly safe; and finally, acupuncture treats a wide variety
of physical and emotional problems.
Memorable concluding remarks

Now you can throw away those medicines that bother your
stomach or make you sleepy. Remember, there is an
alternative. The next time you aren’t feeling well physically
or emotionally, why not kill two birds with one stone.
Acupuncture can help you with both!
 References

German, K. M., Gronbeck, B. E., Ehninger, D., & Monroe, A. H. (2010). Principles of public
speaking (17th ed.). Boston, MA: Allyn & Bacon, p. 236.

Monroe, A. H. (1935). Principles and types of speech. Chicago, IL: Scott Foresman.

Dale, P. & Wolf, J., C. (2013). Speech Communication Made Simple 2.

Pearson: NY.

https://courses.lumenlearning.com/boundless-communications/chapter/introduction-to-
persuasive-speaking/

https://www.mindtools.com/pages/article/MonroeMotivatedSequence.htm

https://open.lib.umn.edu/publicspeaking/chapter/17-3-organizing-persuasive-speeches/