VA 31

PUBLIC SPEAKING
Persuasive Speaking
 Persuasive Speaking

Think about five

instances when
someone has tried to
persuade you today.

Changing people’s behavior

PROF. NAMRATA MEHTA - LNCMT, SURAT.
Persuasion is a communication
process involving both verbal and
nonverbal messages that attempts
to affect, influence, reinforce, or
change listeners’ attitudes, beliefs,
values, or behaviors.

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 Goal

The ultimate goal of all persuasion is action or
change.

Persuasion is not a “one-shot deal” and often
occurs over time.

When a speaker’s main goal is to achieve change
or action, he/she will pursue one of four sub goals:

Adoption,

Discontinuance,

Deterrence or

Continuance of a particular behavior.

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 Sub goals

Adoption asks listeners to demonstrate their
acceptance of an attitude, belief, or value while
performing the action suggested by the speaker.

Discontinuance is the opposite of adoption in that

you want your audience to stop doing something.

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 Conti…

Deterrence is an action sub goal that asks the
listeners to demonstrate their acceptance of an
attitude, belief, or value by avoiding a certain
behavior.

Continuance asks listeners to demonstrate their

acceptance of an attitude, belief, or value by
continuing to perform a certain behavior.

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 Choosing a topic for a
persuasive speech

Some topics lend themselves more readily to

persuasive speaking than others.

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 Selection of topics

Select a topic in which:

you are interested,

know something about,

want to speak about,

need to speak about,

or, are personally concerned about

Select a worthwhile subject of potential concern

to your audience.

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 Conti…

Select a topic with a goal of influence or
action.

Select an issue that is current, but avoid one

that is common knowledge or has been

discussed widely unless you plan to add a new
perspective to it.

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 Questions addressed

There are three types of questions usually
addressed by a persuasive speech.

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 A question of fact

asks what is true or false.

Because they are so cut and dried, there is little
debate about these types, thus, questions of fact are
weak topics for a persuasive speech.

Persuasive speeches may be based on complicated
answers to questions of fact or justifications for
answers that are unclear.

Some persuasive speeches may

attempt to answer questions of

fact that are not completely verifiable.

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 A question of value

Asks whether something is good or bad, desirable
or undesirable.

The answers to questions of value may seem to be
based solely on personal opinion, but that is not really
the case.

Effective persuasive speakers will have evidence to
support their positions and will be able to justify their
opinions.

A speaker’s position on a question of value may be
difficult to defend because of the differing opinions of
many people.
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 A question of policy

Goes beyond seeking judgmental responses to
seeking courses of action.

A question of policy asks if something should or
should not be done.

Persuasive speakers can defend an existing policy,
suggest modifications of an existing policy, suggest a
new policy to replace an old one, or create a policy
where one does not exist.

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 Conti…

When focusing on a question of policy, persuasive
speakers should look at need, plan, and suitability.
 If you believe that things are not fine as they are, then you
must argue that there is a need for change.
 When you advocate change, you must provide a plan or
solution
 You must defend your plan by explaining its suitability for
the situation.

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6 principles of persuasion

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 Reciprocity

We feel obligated to return

favours to people who have done
favours for us in the past.

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Do people favors.

Don’t
Forget

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 No problem! I’m glad to help you.
I’m sure that if the situation were
reversed, you would do the same
for me.

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If I give something up, you
should give something up
too.

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Frame decisions in terms of losses, not gains
If you don’t do this, you could
be at risk to lose…

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 6 principles of persuasion

We feel obligated to return favours to people

1) Reciprocity who have done favours for us in the past.
Scarcity
We value information and commodities that are
scarce more then when they are abundant.

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 6 principles of persuasion

We feel obligated to return favours to people

1) Reciprocity who have done favours for us in the past.

2) Scarcity We value scarce information and commodities

more then things that are in abundance.
 Authority

We believe what
trustworthy and
credible experts say

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To be seen as an expert, you need credentials
and trust worthiness

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 6 principles of persuasion

We feel obligated to return favours to people

1) Reciprocity who have done favours for us in the past.

2) Scarcity We value scarce information and commodities

more then things that are in abundance.

We believe what trustworthy and credible

3) Authority experts say.
 4) Commitment
People are most likely to do what is
consistent with what they have done
in the past
 6 principles of persuasion

We feel obligated to return favours to people

1) Reciprocity who have done favours for us in the past.

2) Scarcity We value scarce information and commodities

more then things that are in abundance.

We believe what trustworthy and credible

3) Authority experts say.

We are most likely to do what is consistent with

4) Commitment what we have done in the past
5) Consensus
People trust the power of the crowd
People like to be associated with popular things.
 6 principles of persuasion

We feel obligated to return favours to people

1) Reciprocity who have done favours for us in the past.

2) Scarcity We value scarce information and commodities

more then things that are in abundance.

We believe what trustworthy and credible

3) Authority experts say.

We are most likely to do what is consistent with

4) Commitment what we have done in the past

We trust the power of the crowd and like to be

5) Consensus associated with popular things.
 6) Likability
People are more likely to say yes to
people they like
3 elements of likability
Similarities
We like people that are similar or have similar interest as us.
Compliments

People like genuine

compliments.
Cooperative Efforts
People like people who
are willing to help out.
Be Careful!!!!

If you aren’t
genuine, it won’t
work.
 6 principles of persuasion

We feel obligated to return favours to people

1) Reciprocity who have done favours for us in the past.

2) Scarcity We value scarce information and commodities

more then things that are in abundance.

We believe what trustworthy and credible

3) Authority experts say.

We are most likely to do what is consistent with

4) Commitment what we have done in the past

We trust the power of the crowd and like to be

5) Consensus associated with popular things.

6) Likability We say yes to people that we like. Similarity,

compliments and cooperative effort.
Practical Tips
1. Do people favours.
2. When asking for something, start with the big ask then move
to the small ask
3. Frame decisions in terms of losses, not gains
4. Before you give your strongest argument or proposal, begin
by pointing out the weaknesses or drawbacks
5. Once someone has said yes to something, they will again-
always try to deepen your existing relationships.
6. Make sure you (or your product) is seen as in high demand.

7. Try to make people like you

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