5 steps to a persuasive speech

How to Write an Effective Persuasive Speech Outline: 5 Key Elements

• The Speaker Lab
• April 14, 2024

Table of Contents

If you’re a speaker, you are probably well familiar with the path from initial speech drafts to the day you actually present. By its nature, speech delivery is a journey filled with obstacles, yet it’s simultaneously an adventure in persuasion. With a well-crafted persuasive speech outline , you can do more than just present facts and figures to your audience. You can weave them into a narrative that captivates, convinces, and converts.

A meticulously planned persuasive speech outline isn’t just helpful; it’s essential. Crafting this blueprint carefully lets you deliver your message more effectively, making sure each point lands with the impact you’re aiming for. To help you achieve this impact, we have some tips and tricks for you to try.

Writing an Effective Persuasive Speech Outline

When we talk about persuasive speeches , we’re diving into the art of convincing others to see things from a certain point of view. Your speech is your one shot to grab attention, build your case, and inspire action. Your secret weapon for achieving this is your speech outline. In your speech outline, you want to touch on several key elements.

• Pick your fight: Start by zeroing in on what you really want to change or influence with this speech.
• Support your claim with evidence: Identify those key points that back up your stance to appeal to your audience’s rational side .
• The emotional hook: Weave in stories or facts that hit home emotionally .
• Avoid the kitchen sink approach: Don’t throw everything at them hoping something sticks. Be selective and strategic with the info you share.
• Nail that closer: Your conclusion isn’t just goodbye; it’s where you charge your audience with a call to action.

These elements form the backbone of your persuasive speech. By including these in your talk’s outline, you can’t go wrong.

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Establishing Your Main Objective and Structuring Your Points

Now that you have a general idea of what goes into a persuasive speech outline, let’s break a couple of these pieces down and look at them a little more closely.

Identifying the Purpose of Your Persuasive Speech

When writing your speech, you first need to nail down why you’re doing this in the first place. In other words, identify your main objective. After all, choosing to speak up isn’t merely about the desire to express oneself; it’s deeply rooted in understanding the effect you hope your discourse will unleash. Do you hope to sway opinions towards the belief that animal experimentation is a relic of the past? Or perhaps persuade them that social media does more good than harm? Whatever your cause, identifying your main objective will help keep you on track and avoid rambling.

Organizing Key Points for Maximum Impact

Once you’ve determined what you want to persuade your audience of, you can start building your argument. Specifically, you can determine your key points. Key points support your position on a topic, proving to your audience that you have actual reasons for taking your position.

To pack the most punch, arrange these key points in a logical order. Consider how you might connect your key points. Are there some that can be grouped together? The flow of your argument matters just as much as the argument itself, and a disjointed argument won’t do anyone any favors. As you organize your key points, consider these tips:

• Lead with strength, but don’t throw all your cards out at once.
• Build upon each point; important transitions between them can make or break audience engagement.
• Finish strong by tying back everything to the emotional chord you struck at the beginning.

Nailing these steps will ensure that when you speak, your message doesn’t just echo—it resonates.

Selecting Compelling Topics for Your Persuasive Speeches

Let’s face it, picking the right topic for your persuasive speech outline is half the battle. But what makes a topic not just good, but great? First off, it needs to spark interest, both yours and your audience’s. If you’re not fired up about it, chances are they won’t be either. Second, make sure the topic is something relevant. It should resonate with your listeners’ experiences or touch on their concerns and aspirations. Lastly, your topic has to be something you can research and back up with solid facts and expert opinions.

For ideas to get you started, check out a variety of speech topics here .

Enhancing Persuasion Through Rhetorical Appeals

The art of persuasion is something that’s been studied since ancient Greece. Back then, Greek philosopher Aristotle came up with the three rhetorical appeals . Each one described a different way of convincing your audience of your position. Together, these appeals help you form a rock-strong argument, making them worth learning.

Building Credibility with Ethos

To get people on your side, you first need to win their trust. That’s where ethos comes into play. Demonstrating to your listeners that you’re both trustworthy and deserving of their attention hinges on transparency about your qualifications, genuine self, and the wisdom gained from occasional setbacks. Letting folks know why they should listen can make all the difference.

Connecting with the Audience Through Pathos

At some point, we’ve all been moved by a story or an ad because it hit right in the feels. That sort of emotional appeal is called pathos , and it’s powerful stuff. If you want people really invested in what you’re saying, then be sure to use this appeal in your presentation. To harness the power of pathos, try telling a story , especially one your audience can relate to. The key is authenticity—sharing true experiences resonates more than anything fabricated ever could.

Strengthening Arguments with Logos

Last but not least, we have logos, our logical appeal. Oftentimes, this logical appeal entails facts and data points, which are used to back up what you’re selling, turning skeptics into believers. But just because you’re listing facts and figures doesn’t mean this part has to be boring. To keep your audience engaged, craft persuasive narratives and then ground them in robust proof. Giving your story to go with your numbers doesn’t just help keep them engaged, it also helps the information stick.

The Importance of Supporting Evidence and Counterarguments

In your persuasive speech outline, you need to note compelling evidence for each key point. In addition, you’ll want to address opposing views.

Gathering and Presenting Convincing Evidence

No matter how trustworthy you seem, or how compelling your stories are, most people need tangible proof. That’s where concrete evidence steps into the spotlight. To fortify your argument and boost its believability, sprinkle in a mix of hard data, customer stories, numerical evidence, and endorsements from authorities. To illustrate this data for your audience, you may find it helpful to create a slideshow . Supporting every assertion with research is an essential part of any persuasive speech. Without it, arguments inevitably sound flimsy and unconvincing.

Addressing Opposing Views Effectively

Although it may seem counterintuitive, address counter-arguments head-on in your persuasive speech outline. It might feel like walking into enemy territory but it actually strengthens your own argument. By acknowledging opposing views, you’re showing that not only do you know what they are, but also that they don’t scare you.

When you address these counter-arguments, demonstrate your understanding. Again, this is where your good research skills are going to come in handy. Present the facts, and ditch biased explanations. In other words, don’t mock or belittle the other side’s viewpoint or you’ll undermine your own trustworthiness. Instead, explain opposing viewpoints with neutrality.

Adopting this strategy not only neutralizes possible objections but also enhances your stance. Plus, this makes for an engaging dialogue between both sides of any debate, which keeps audience members hooked from start to finish.

In essence, tackling counter-arguments is less about winning over naysayers and more about enriching discussions around hot-button issues. At its core, persuasion isn’t just convincing folks; it’s sparking conversations worth having.

Crafting a Captivating Introduction and Conclusion

Now that you have the body of your persuasive speech outline, it’s time to talk beginning and end. To really hit your message home, you want to grab your audience’s attention at the beginning and call them to action at the end.

Creating an Engaging Hook to Capture Attention

The opening of your speech is where you need a good first impression. To hook your audience, consider starting with an intriguing question, a surprising fact, or even a short story related to your topic. Whatever route you choose, keep it interesting and concise, so that you can transition into the rest of your persuasive speech outline.

Concluding with a Strong Call to Action

Crafting strong conclusions is about leaving your readers feeling pumped and ready to jump into action. After all, if you’ve argued convincingly enough, your audience should be ready to act. To channel this energy, urge listeners towards specific actions. Here are some strategies:

• Suggest clear next steps: Don’t leave your audience hanging wondering what’s next. Give them concrete steps they can take immediately after reading.
• Create urgency: Why wait? Let folks know why now is the perfect time to act.
• Show benefits: Paint vivid pictures of how taking action will positively impact their lives or solve their problems.

With that captivating hook and a decisive call-to-action, you are one step closer to presenting an unforgettable speech.

Utilizing Monroe’s Motivated Sequence for Persuasive Structure

As you finish off your persuasive speech outline, you may be wondering how best to structure your speech. If that’s you, then Purdue University professor Alan H. Monroe has some answers. In his book “Monroe’s Principles of Speech,” the professor outlines Monroe’s Motivated Sequence, the best structure for persuasive speeches. Each step is broken down below.

Attention: Grabbing the Audience’s Focus

You’ve got something important to say. But first, you need them to listen. Start with a bang. Throwing out a shocking truth, posing a thought-provoking query, or sharing an enthralling tale could work magic in grabbing their attention. It’s all about making heads turn and ears perk up.

Need: Highlighting the Issue at Hand

Now that they’re listening, show them there’s a gaping hole in their lives that only your message can fill. Paint a vivid picture of the problem your speech addresses.

Satisfaction: Proposing a Solution

This is where you come in as the hero with a plan. Introduce your solution clearly and convincingly. How does it patch things up? Why does it outshine merely applying quick fixes to deep-rooted issues? Give your audience hope.

Visualization: Helping the Audience Visualize Benefits

Show them life on the other side of adopting your idea or product—brighter, easier, better. Use vivid imagery and relatable scenarios so they can see themselves reaping those benefits firsthand.

Action: Encouraging Audience Action

Last step: nudge them from “maybe” to “yes.” Make this part irresistible by being clear about what action they should take next—and why now’s the time to act. Whether signing up, voting, or changing behavior, make sure they know how easy taking that first step can be.

Learn more about Monroe’s Motivated Sequence here .

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Overcoming Public Speaking Fears for Effective Delivery

Let’s face it, the thought of public speaking can turn even the most confident folks into a bundle of nerves. But hey, you’ve got this. Dive into these expert strategies and you’ll find yourself delivering speeches like a seasoned orator in no time.

Techniques to Build Confidence in Public Speaking

If you’re feeling nervous on the big day, these three techniques are perfect for you. Take a look!

• Breathe: Deep breathing is your secret weapon against those pesky nerves. It tells your brain that everything is going to be okay.
• Pose like a superhero: Stand tall and strike a power pose before you go on stage. This isn’t just fun; science backs it up as a confidence booster .
• Kick perfectionism to the curb: Aim for connection with your audience, not perfection. Mistakes make you human and more relatable.

The goal here is to calm yourself enough to be able to deliver your persuasive speech outline with confidence. Even if you still feel a little nervous, you can still present an awesome speech. You just don’t want those nerves running the show.

Practicing Your Speech for Perfect Execution

If you know that you tend to get nervous when public speaking, then you don’t want to be running through you speech for the first time on the big day. Instead, practice beforehand using these techniques.

• The mirror is your friend: Practice in front of a mirror to catch any odd gestures or facial expressions.
• Vary your voice: As you deliver your speech, let your voice rise and fall to match what you’re sharing. Avoid speaking in a monotone.
• Say no to memorization: Rather than memorizing every word, learn key points by heart. You want to sound natural out there.

Remembering these steps won’t just help you tackle public speaking fear, but will also polish those all-important public speaking skills .

Once you’ve honed the skills you need to write a persuasive speech outline, the only thing left to do is to get out there and practice them. So take the rhetorical appeals—ethos, logos, and pathos—and practice weaving each element into your speech. Or take Monroe’s Motivated Sequence and work on structuring your outline accordingly.

Prepare well and when you hit the stage, you have not just a well-prepared persuasive speech outline, but also the power to alter perspectives, challenge the status quo, or even change lives.

• Last Updated: April 11, 2024

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How To Write A Persuasive Speech: 7 Steps

Table of contents

• 1 Guidance on Selecting an Effective and Relevant Topic
• 2 Strategies for Connecting With Different Types of Audiences
• 3 Developing Your Thesis Statement
• 4.1 Writing the Introduction
• 4.2 Body of Your Speech
• 4.3 Concluding Effectively
• 5 Techniques for Creating a Coherent Flow of Ideas
• 6 Importance of Transitions Between Points
• 7 Importance of Tone and Style Adjustments Based on the Audience
• 8 Prepare for Rebuttals
• 9 Use Simple Statistics
• 10 Practicing Your Speech
• 11 Additional Resources to Master Your Speech
• 12 Master the Art of Persuasion With PapersOwl

Are you about to perform a persuasive speech and have no idea how to do it? No need to worry; PapersOwl is here to guide you through this journey!

What is persuasive speaking? Persuasive speaking is a form of communication where the speaker aims to influence or convince the audience to adopt a particular viewpoint or belief or take specific actions. The goal is to sway the listeners’ opinions, attitudes, or behaviors by presenting compelling arguments and supporting evidence while appealing to their emotions.

Today, we prepared a guide to help you write a persuasive speech and succeed in your performance, which will surprise your audience. We will:

• Understand how to connect with your audience.
• Give you persuasive speech tips.
• Provide you with the best structure for a persuasive speech outline.
• Prepare yourself for rebuttals!
• Talk about the importance of flow in your speech.
• Discover additional resources for continuous improvement.

Let’s begin this journey together!

Guidance on Selecting an Effective and Relevant Topic

The most important thing in convincing speeches is the topic. Indeed, you must understand the purpose of your speech to succeed. Before preparing for your performance, you should understand what you want to discuss! To do that, you can:

• Choose a compelling speech topic relevant to your audience’s interests and concerns.
• Find common interests or problems to form a genuine relationship.
• Remember that a persuasive speech format should be adapted to your audience’s needs and ideals. Make your content relevant and appealing.

And if you are struggling on this step, PapersOwl is already here to help you! Opt to choose persuasive speech topics and find the one that feels perfect for you.

Strategies for Connecting With Different Types of Audiences

A successful persuasive speech connects you with your audience. To do that, you should really know how to connect yourself to people.

Thus, the speaker connects with and persuades the audience by using emotions such as sympathy or fear. Therefore, you can successfully connect with different types of audiences through different emotions. You can do it by showing that you have something in common with the audience. For example, demonstrate that you have a comparable history or an emotional connection. Additionally, include personal stories or even make a part of a speech about yourself to allow your audience to relate to your story.

Developing Your Thesis Statement

When you give a persuasive speech, there should be a thesis statement demonstrating that your goal is to enlighten the audience rather than convince them.

A thesis statement in persuasive speaking serves as the central argument or main point, guiding the entire presentation. A successful thesis anchors your speech and briefly expresses your position on the subject, giving a road map for both you and your audience.

For instance, in pushing for renewable energy, a thesis may be: “Transitioning to renewable sources is imperative for a sustainable future, mitigating environmental impact and fostering energy independence.” This statement summarizes the argument and foreshadows the supporting points.

Overview of speech structure (introduction, body, conclusion)

The key elements of a persuasive speech are:

• introduction (hook, thesis, preview);
• body (main points with supporting details and transitions);
• conclusion (summary, restated thesis, closing statement).

Let’s look closer at how to structure them to write a good persuasive speech.

Writing the Introduction

The introduction to persuasive speech is crucial. The very beginning of your discourse determines your whole performance, drawing in your audience and creating a foundation for trust and engagement. Remember, it’s your opportunity to make a memorable first impression, ensuring your listeners are intrigued and receptive to your message.

Start off a persuasive speech with an enticing quotation, image, video, or engaging tale; it can entice people to listen. As we mentioned before, you may connect your speech to the audience and what they are interested in. Establish credibility by showcasing your expertise or connecting with shared values. Ultimately, ensure your thesis is clear and outline which specific purpose statement is most important in your persuasive speech.

Body of Your Speech

After choosing the topic and writing an intro, it’s time to concentrate on one of the most critical parts of a persuasive speech: the body.

The main body of your speech should provide the audience with several convincing reasons to support your viewpoint. In this part of your speech, create engaging primary points by offering strong supporting evidence — use statistics, illustrations, or expert quotations to strengthen each argument. Also, don’t forget to include storytelling for an emotional connection with your audience. If you follow this combination, it will for sure make a speech persuasive!

Concluding Effectively

After succeeding in writing the main points, it is time to end a persuasive speech! Indeed, a call to action in persuasive speech is vital, so we recommend you end your performance with it. After listening to your argument and proof, you want the audience to make a move. Restate your purpose statement, summarize the topic, and reinforce your points by restating the logical evidence you’ve provided.

Techniques for Creating a Coherent Flow of Ideas

Your ideas should flow smoothly and naturally connect to strengthen the persuasive speech structure . You can do this by employing transitional words and organizing your thoughts methodically, ensuring that each point flows effortlessly into the next.

Importance of Transitions Between Points

No one can underestimate the importance of transition. They are important persuasive speech elements. Thus, each idea must flow smoothly into the following one with linking phrases so your speech has a logical flow. Effective transitions signal shifts, aiding audience comprehension and improving the overall structure of the speech.

Importance of Tone and Style Adjustments Based on the Audience

To be persuasive in a speech, don’t forget to analyze your audience in advance, if possible. Customizing your approach to specific listeners encourages their engagement. A thorough awareness of your target audience’s tastes, expectations, and cultural subtleties ensures that your message connects, making it more approachable and appealing to the people you seek to reach.

Prepare for Rebuttals

Still, be aware that there may be different people in the audience. The main point of persuasive speaking is to convince people of your ideas. Be prepared for rebuttals and that they might attack you. Extensively research opposing points of view to prove yours. You may manage any objections with elegance by being prepared and polite, reaffirming the strength of your argument.

Use Simple Statistics

We’ve already discussed that different techniques may reach different audiences. You could also incorporate simple data to lend credibility to your persuasive talk. Balance emotional appeal with plain numerical statistics to create a captivating blend that will appeal to a wide audience.

Practicing Your Speech

We all have heard Benjamin Franklin’s famous quote, “Practice makes perfect.” Even though he said it hundreds of years ago, it still works for everything, including persuasive public speaking! Consequently, you can improve your text with these pieces of advice:

• Go through and edit your persuasive speech sample.
• Practice your speech with body language and voice variation to find the perfect way to perform it.
• Reduce anxiety by practicing in front of a mirror or telling it to someone ready to provide you with valuable feedback.
• Embrace pauses for emphasis, and work on regulating your pace.

It will help you to know your content well, increase confidence, and promote a polished delivery, resulting in a dynamic and engaging speech to persuade your audience.

Additional Resources to Master Your Speech

PapersOwl wants you to ace your speech! We recommend using additional sources to help master your persuasive speech presentation!

• For inspiration, study any example of persuasive speech from a famous speaker, such as Martin Luther King Jr.’s “I Have a Dream” or Steve Jobs’ Stanford commencement address. Analyzing these speeches can provide valuable insights into effective communication techniques.
• Explore Coursera’s course “Speaking to Persuade: Motivating Audiences With Solid Arguments and Moving Language” by the University of Washington.
• Go through different persuasive speech examples for students around the internet, for instance, “Talk Like TED” by Carmine Gallo.

Make your persuasive speech successful by continuously learning and drawing inspiration from accomplished speakers!

Master the Art of Persuasion With PapersOwl

In conclusion, speaking to persuade is an art that helps convince with words . You can craft it by following our tips: include a well-structured persuasive speech introduction, a compelling body, and memorable conclusion. To ace your speech, practice it in advance, be ready for rebuttals, and confidently state your message. The secret lies in blending both for a nuanced and compelling communication style, ensuring your message resonates with diverse audiences in various contexts.

Nevertheless, writing a persuasive speech that can hold your audience’s attention might be difficult. You do not need to step on this path alone. You may quickly construct a persuasive speech that is both successful and well-organized by working with PapersOwl.com . We’ll be there for you every step, from developing a convincing argument to confidently giving the speech. Just send us a message, “ write a speech for me ,” and enjoy the results!

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How to Write and Structure a Persuasive Speech

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The purpose of a persuasive speech is to convince your audience to agree with an idea or opinion that you present. First, you'll need to choose a side on a controversial topic, then you will write a speech to explain your position, and convince the audience to agree with you.

You can produce an effective persuasive speech if you structure your argument as a solution to a problem. Your first job as a speaker is to convince your audience that a particular problem is important to them, and then you must convince them that you have the solution to make things better.

Note: You don't have to address a real problem. Any need can work as the problem. For example, you could consider the lack of a pet, the need to wash one's hands, or the need to pick a particular sport to play as the "problem."

As an example, let's imagine that you have chosen "Getting Up Early" as your persuasion topic. Your goal will be to persuade classmates to get themselves out of bed an hour earlier every morning. In this instance, the problem could be summed up as "morning chaos."

A standard speech format has an introduction with a great hook statement, three main points, and a summary. Your persuasive speech will be a tailored version of this format.

Before you write the text of your speech, you should sketch an outline that includes your hook statement and three main points.

Writing the Text

The introduction of your speech must be compelling because your audience will make up their minds within a few minutes whether or not they are interested in your topic.

Before you write the full body you should come up with a greeting. Your greeting can be as simple as "Good morning everyone. My name is Frank."

After your greeting, you will offer a hook to capture attention. A hook sentence for the "morning chaos" speech could be a question:

• How many times have you been late for school?
• Does your day begin with shouts and arguments?
• Have you ever missed the bus?

Or your hook could be a statistic or surprising statement:

• More than 50 percent of high school students skip breakfast because they just don't have time to eat.
• Tardy kids drop out of school more often than punctual kids.

Once you have the attention of your audience, follow through to define the topic/problem and introduce your solution. Here's an example of what you might have so far:

Good afternoon, class. Some of you know me, but some of you may not. My name is Frank Godfrey, and I have a question for you. Does your day begin with shouts and arguments? Do you go to school in a bad mood because you've been yelled at, or because you argued with your parent? The chaos you experience in the morning can bring you down and affect your performance at school.

Add the solution:

You can improve your mood and your school performance by adding more time to your morning schedule. You can accomplish this by setting your alarm clock to go off one hour earlier.

Your next task will be to write the body, which will contain the three main points you've come up with to argue your position. Each point will be followed by supporting evidence or anecdotes, and each body paragraph will need to end with a transition statement that leads to the next segment. Here is a sample of three main statements:

• Bad moods caused by morning chaos will affect your workday performance.
• If you skip breakfast to buy time, you're making a harmful health decision.
• (Ending on a cheerful note) You'll enjoy a boost to your self-esteem when you reduce the morning chaos.

After you write three body paragraphs with strong transition statements that make your speech flow, you are ready to work on your summary.

Your summary will re-emphasize your argument and restate your points in slightly different language. This can be a little tricky. You don't want to sound repetitive but will need to repeat what you have said. Find a way to reword the same main points.

Finally, you must make sure to write a clear final sentence or passage to keep yourself from stammering at the end or fading off in an awkward moment. A few examples of graceful exits:

• We all like to sleep. It's hard to get up some mornings, but rest assured that the reward is well worth the effort.
• If you follow these guidelines and make the effort to get up a little bit earlier every day, you'll reap rewards in your home life and on your report card.

Tips for Writing Your Speech

• Don't be confrontational in your argument. You don't need to put down the other side; just convince your audience that your position is correct by using positive assertions.
• Use simple statistics. Don't overwhelm your audience with confusing numbers.
• Don't complicate your speech by going outside the standard "three points" format. While it might seem simplistic, it is a tried and true method for presenting to an audience who is listening as opposed to reading.
• How to Write a Persuasive Essay
• 5 Tips on How to Write a Speech Essay
• Tips on How to Write an Argumentative Essay
• Writing an Opinion Essay
• How To Write an Essay
• 5 Steps to Writing a Position Paper
• How to Structure an Essay
• Ethos, Logos, Pathos for Persuasion
• What Is Expository Writing?
• Audience Analysis in Speech and Composition
• Definition and Examples of Analysis in Composition
• 100 Persuasive Speech Topics for Students
• What an Essay Is and How to Write One
• How to Write a Good Thesis Statement
• 100 Persuasive Essay Topics
• How to Write a Graduation Speech as Valedictorian

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17.3 Organizing Persuasive Speeches

Learning objectives.

• Understand three common organizational patterns for persuasive speeches.
• Explain the steps utilized in Monroe’s motivated sequence.
• Explain the parts of a problem-cause-solution speech.
• Explain the process utilized in a comparative advantage persuasive speech.

Steven Lilley – Engaged – CC BY-SA 2.0.

Previously in this text we discussed general guidelines for organizing speeches. In this section, we are going to look at three organizational patterns ideally suited for persuasive speeches: Monroe’s motivated sequence, problem-cause-solution, and comparative advantages.

Monroe’s Motivated Sequence

One of the most commonly cited and discussed organizational patterns for persuasive speeches is Alan H. Monroe’s motivated sequence. The purpose of Monroe’s motivated sequence is to help speakers “sequence supporting materials and motivational appeals to form a useful organizational pattern for speeches as a whole” (German et al., 2010).

While Monroe’s motivated sequence is commonly discussed in most public speaking textbooks, we do want to provide one minor caution. Thus far, almost no research has been conducted that has demonstrated that Monroe’s motivated sequence is any more persuasive than other structural patterns. In the only study conducted experimentally examining Monroe’s motivated sequence, the researchers did not find the method more persuasive, but did note that audience members found the pattern more organized than other methods (Micciche, Pryor, & Butler, 2000). We wanted to add this sidenote because we don’t want you to think that Monroe’s motivated sequence is a kind of magic persuasive bullet; the research simply doesn’t support this notion. At the same time, research does support that organized messages are perceived as more persuasive as a whole, so using Monroe’s motivated sequence to think through one’s persuasive argument could still be very beneficial.

Table 17.1 “Monroe’s Motivated Sequence” lists the basic steps of Monroe’s motivated sequence and the subsequent reaction a speaker desires from his or her audience.

Table 17.1 Monroe’s Motivated Sequence

The first step in Monroe’s motivated sequence is the attention step , in which a speaker attempts to get the audience’s attention. To gain an audience’s attention, we recommend that you think through three specific parts of the attention step. First, you need to have a strong attention-getting device. As previously discussed in Chapter 9 “Introductions Matter: How to Begin a Speech Effectively” , a strong attention getter at the beginning of your speech is very important. Second, you need to make sure you introduce your topic clearly. If your audience doesn’t know what your topic is quickly, they are more likely to stop listening. Lastly, you need to explain to your audience why they should care about your topic.

In the need step of Monroe’s motivated sequence, the speaker establishes that there is a specific need or problem. In Monroe’s conceptualization of need, he talks about four specific parts of the need: statement, illustration, ramification, and pointing. First, a speaker needs to give a clear and concise statement of the problem. This part of a speech should be crystal clear for an audience. Second, the speaker needs to provide one or more examples to illustrate the need. The illustration is an attempt to make the problem concrete for the audience. Next, a speaker needs to provide some kind of evidence (e.g., statistics, examples, testimony) that shows the ramifications or consequences of the problem. Lastly, a speaker needs to point to the audience and show exactly how the problem relates to them personally.

Satisfaction

In the third step of Monroe’s motivated sequence, the satisfaction step , the speaker sets out to satisfy the need or solve the problem. Within this step, Monroe (1935) proposed a five-step plan for satisfying a need:

• Explanation
• Theoretical demonstration
• Reference to practical experience
• Meeting objections

First, you need to clearly state the attitude, value, belief, or action you want your audience to accept. The purpose of this statement is to clearly tell your audience what your ultimate goal is.

Second, you want to make sure that you clearly explain to your audience why they should accept the attitude, value, belief, or action you proposed. Just telling your audience they should do something isn’t strong enough to actually get them to change. Instead, you really need to provide a solid argument for why they should accept your proposed solution.

Third, you need to show how the solution you have proposed meets the need or problem. Monroe calls this link between your solution and the need a theoretical demonstration because you cannot prove that your solution will work. Instead, you theorize based on research and good judgment that your solution will meet the need or solve the problem.

Fourth, to help with this theoretical demonstration, you need to reference practical experience, which should include examples demonstrating that your proposal has worked elsewhere. Research, statistics, and expert testimony are all great ways of referencing practical experience.

Lastly, Monroe recommends that a speaker respond to possible objections. As a persuasive speaker, one of your jobs is to think through your speech and see what counterarguments could be made against your speech and then rebut those arguments within your speech. When you offer rebuttals for arguments against your speech, it shows your audience that you’ve done your homework and educated yourself about multiple sides of the issue.

Visualization

The next step of Monroe’s motivated sequence is the visualization step , in which you ask the audience to visualize a future where the need has been met or the problem solved. In essence, the visualization stage is where a speaker can show the audience why accepting a specific attitude, value, belief, or behavior can positively affect the future. When helping people to picture the future, the more concrete your visualization is, the easier it will be for your audience to see the possible future and be persuaded by it. You also need to make sure that you clearly show how accepting your solution will directly benefit your audience.

According to Monroe, visualization can be conducted in one of three ways: positive, negative, or contrast (Monroe, 1935). The positive method of visualization is where a speaker shows how adopting a proposal leads to a better future (e.g., recycle, and we’ll have a cleaner and safer planet). Conversely, the negative method of visualization is where a speaker shows how not adopting the proposal will lead to a worse future (e.g., don’t recycle, and our world will become polluted and uninhabitable). Monroe also acknowledged that visualization can include a combination of both positive and negative visualization. In essence, you show your audience both possible outcomes and have them decide which one they would rather have.

The final step in Monroe’s motivated sequence is the action step , in which a speaker asks an audience to approve the speaker’s proposal. For understanding purposes, we break action into two distinct parts: audience action and approval. Audience action refers to direct physical behaviors a speaker wants from an audience (e.g., flossing their teeth twice a day, signing a petition, wearing seat belts). Approval, on the other hand, involves an audience’s consent or agreement with a speaker’s proposed attitude, value, or belief.

When preparing an action step, it is important to make sure that the action, whether audience action or approval, is realistic for your audience. Asking your peers in a college classroom to donate one thousand dollars to charity isn’t realistic. Asking your peers to donate one dollar is considerably more realistic. In a persuasive speech based on Monroe’s motivated sequence, the action step will end with the speech’s concluding device. As discussed elsewhere in this text, you need to make sure that you conclude in a vivid way so that the speech ends on a high point and the audience has a sense of energy as well as a sense of closure.

Now that we’ve walked through Monroe’s motivated sequence, let’s look at how you could use Monroe’s motivated sequence to outline a persuasive speech:

Specific Purpose: To persuade my classroom peers that the United States should have stronger laws governing the use of for-profit medical experiments.

Main Points:

• Attention: Want to make nine thousand dollars for just three weeks of work lying around and not doing much? Then be a human guinea pig. Admittedly, you’ll have to have a tube down your throat most of those three weeks, but you’ll earn three thousand dollars a week.
• Need: Every day many uneducated and lower socioeconomic-status citizens are preyed on by medical and pharmaceutical companies for use in for-profit medical and drug experiments. Do you want one of your family members to fall prey to this evil scheme?
• Satisfaction: The United States should have stronger laws governing the use of for-profit medical experiments to ensure that uneducated and lower-socioeconomic-status citizens are protected.
• Visualization: If we enact tougher experiment oversight, we can ensure that medical and pharmaceutical research is conducted in a way that adheres to basic values of American decency. If we do not enact tougher experiment oversight, we could find ourselves in a world where the lines between research subject, guinea pig, and patient become increasingly blurred.
• Action: In order to prevent the atrocities associated with for-profit medical and pharmaceutical experiments, please sign this petition asking the US Department of Health and Human Services to pass stricter regulations on this preying industry that is out of control.

This example shows how you can take a basic speech topic and use Monroe’s motivated sequence to clearly and easily outline your speech efficiently and effectively.

Table 17.2 “Monroe’s Motivated Sequence Checklist” also contains a simple checklist to help you make sure you hit all the important components of Monroe’s motivated sequence.

Table 17.2 Monroe’s Motivated Sequence Checklist

Problem-Cause-Solution

Another format for organizing a persuasive speech is the problem-cause-solution format. In this specific format, you discuss what a problem is, what you believe is causing the problem, and then what the solution should be to correct the problem.

Specific Purpose: To persuade my classroom peers that our campus should adopt a zero-tolerance policy for hate speech.

• Demonstrate that there is distrust among different groups on campus that has led to unnecessary confrontations and violence.
• Show that the confrontations and violence are a result of hate speech that occurred prior to the events.
• Explain how instituting a campus-wide zero-tolerance policy against hate speech could stop the unnecessary confrontations and violence.

In this speech, you want to persuade people to support a new campus-wide policy calling for zero-tolerance of hate speech. Once you have shown the problem, you then explain to your audience that the cause of the unnecessary confrontations and violence is prior incidents of hate speech. Lastly, you argue that a campus-wide zero-tolerance policy could help prevent future unnecessary confrontations and violence. Again, this method of organizing a speech is as simple as its name: problem-cause-solution.

Comparative Advantages

The final method for organizing a persuasive speech is called the comparative advantages speech format. The goal of this speech is to compare items side-by-side and show why one of them is more advantageous than the other. For example, let’s say that you’re giving a speech on which e-book reader is better: Amazon.com’s Kindle or Barnes and Nobles’ Nook. Here’s how you could organize this speech:

Specific Purpose: To persuade my audience that the Nook is more advantageous than the Kindle.

• The Nook allows owners to trade and loan books to other owners or people who have downloaded the Nook software, while the Kindle does not.
• The Nook has a color-touch screen, while the Kindle’s screen is black and grey and noninteractive.
• The Nook’s memory can be expanded through microSD, while the Kindle’s memory cannot be upgraded.

As you can see from this speech’s organization, the simple goal of this speech is to show why one thing has more positives than something else. Obviously, when you are demonstrating comparative advantages, the items you are comparing need to be functional equivalents—or, as the saying goes, you cannot compare apples to oranges.

Key Takeaways

• There are three common patterns that persuaders can utilize to help organize their speeches effectively: Monroe’s motivated sequence, problem-cause-solution, and comparative advantage. Each of these patterns can effectively help a speaker think through his or her thoughts and organize them in a manner that will be more likely to persuade an audience.
• Alan H. Monroe’s (1935) motivated sequence is a commonly used speech format that is used by many people to effectively organize persuasive messages. The pattern consists of five basic stages: attention, need, satisfaction, visualization, and action. In the first stage, a speaker gets an audience’s attention. In the second stage, the speaker shows an audience that a need exists. In the third stage, the speaker shows how his or her persuasive proposal could satisfy the need. The fourth stage shows how the future could be if the persuasive proposal is or is not adopted. Lastly, the speaker urges the audience to take some kind of action to help enact the speaker’s persuasive proposal.
• The problem-cause-solution proposal is a three-pronged speech pattern. The speaker starts by explaining the problem the speaker sees. The speaker then explains what he or she sees as the underlying causes of the problem. Lastly, the speaker proposes a solution to the problem that corrects the underlying causes.
• The comparative advantages speech format is utilized when a speaker is comparing two or more things or ideas and shows why one of the things or ideas has more advantages than the other(s).
• Create a speech using Monroe’s motivated sequence to persuade people to recycle.
• Create a speech using the problem-cause-solution method for a problem you see on your college or university campus.
• Create a comparative advantages speech comparing two brands of toothpaste.

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

Micciche, T., Pryor, B., & Butler, J. (2000). A test of Monroe’s motivated sequence for its effects on ratings of message organization and attitude change. Psychological Reports, 86 , 1135–1138.

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

Stand up, Speak out Copyright © 2016 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Persuasive Speech: How to Write an Effective Persuasive Speech

Most often, it actually causes the other person to want to play “Devil’s advocate” and argue with you. In this article, we are going to show you a simple way to win people to your way of thinking without raising resentment. If you use this technique, your audience will actually WANT to agree with you! The process starts with putting yourself in the shoes of your listener and looking at things from their point of view.

Background About How to Write a Persuasive Speech. Facts Aren’t Very Persuasive.

Most people think that a single fact is good, additional facts are better, and too many facts are just right. So, the more facts you can use to prove your point, the better chance you have of convincing the other person that you are right. The HUGE error in this logic, though, is that if you prove that you are right, you are also proving that the other person is wrong. People don’t like it when someone proves that they are wrong. So, we prove our point, the other person is likely to feel resentment. When resentment builds, it leads to anger. Once anger enters the equation, logic goes right out the window.

In addition, when people use a “fact” or “Statistic” to prove a point, the audience has a natural reaction to take a contrary side of the argument. For instance, if I started a statement with, “I can prove to you beyond a doubt that…” before I even finish the statement, there is a good chance that you are already trying to think of a single instance where the statement is NOT true. This is a natural response. As a result, the thing that we need to realize about being persuasive is that the best way to persuade another person is to make the person want to agree with us. We do this by showing the audience how they can get what they want if they do what we want.

You may also like How to Design and Deliver a Memorable Speech .

A Simple 3-Step Process to Create a Persuasive Presentation

The process below is a good way to do both.

Step One: Start Your Persuasive Speech with an Example or Story

When you write an effective persuasive speech, stories are vital. Stories and examples have a powerful way to capture an audience’s attention and set them at ease. They get the audience interested in the presentation. Stories also help your audience see the concepts you are trying to explain in a visual way and make an emotional connection. The more details that you put into your story, the more vivid the images being created in the minds of your audience members.

This concept isn’t mystical or anything. It is science. When we communicate effectively with another person, the purpose is to help the listener picture a concept in his/her mind that is similar to the concept in the speaker’s mind. The old adage is that a “picture is worth 1000 words.” Well, an example or a story is a series of moving pictures. So, a well-told story is worth thousands of words (facts).

By the way, there are a few additional benefits of telling a story. Stories help you reduce nervousness, make better eye contact, and make for a strong opening. For additional details, see Storytelling in Speeches .

I’ll give you an example.

Factual Argument: Seatbelts Save Lives

• 53% of all motor vehicle fatalities from last years were people who weren’t wearing seatbelts.
• People not wearing seatbelts are 30 times more likely to be ejected from the vehicle.
• In a single year, crash deaths and injuries cost us over $70 billion dollars.

These are actual statistics. However, when you read each bullet point, you are likely to be a little skeptical. For instance, when you see the 53% statistic, you might have had the same reaction that I did. You might be thinking something like, “Isn’t that right at half? Doesn’t that mean that the other half WERE wearing seatbelts?” When you see the “30 times more likely” statistic, you might be thinking, “That sounds a little exaggerated. What are the actual numbers?” Looking at the last statistic, we’d likely want to know exactly how the reporter came to that conclusion.

As you can see, if you are a believer that seatbelts save lives, you will likely take the numbers at face value. If you don’t like seatbelts, you will likely nitpick the finer points of each statistic. The facts will not likely persuade you.

Example Argument: Seatbelts Save Lives

When I came to, I tried to open my door. The accident sealed it shut. The windshield was gone. So I took my seatbelt off and scrambled out the hole. The driver of the truck was a bloody mess. His leg was pinned under the steering wheel.

The firefighters came a few minutes later, and it took them over 30 minutes to cut the metal from around his body to free him.

A Sheriff’s Deputy saw a cut on my face and asked if I had been in the accident. I pointed to my truck. His eyes became like saucers. “You were in that vehicle?”

I nodded. He rushed me to an ambulance. I had actually ruptured my colon, and I had to have surgery. I was down for a month or so, but I survived. In fact, I survived with very few long-term challenges from the accident.

The guy who hit me wasn’t so lucky. He wasn’t wearing a seatbelt. The initial impact of the accident was his head on the steering wheel and then the windshield. He had to have a number of facial surgeries. The only reason he remained in the truck was his pinned leg. For me, the accident was a temporary trauma. For him, it was a life-long tragedy.

The Emotional Difference is the Key

As you can see, there are major differences between the two techniques. The story gives lots of memorable details along with an emotion that captures the audience. If you read both examples, let me ask you a couple of questions. Without looking back up higher on the page, how long did it take the firefighters to cut the other driver from the car? How many CDs did I have? There is a good chance that these two pieces of data came to you really quickly. You likely remembered this data, even though, the data wasn’t exactly important to the story.

However, if I asked you how much money was lost last year as a result of traffic accidents, you might struggle to remember that statistic. The CDs and the firefighters were a part of a compelling story that made you pay attention. The money lost to accidents was just a statistic thrown at you to try to prove that a point was true.

The main benefit of using a story, though, is that when we give statistics (without a story to back them up,) the audience becomes argumentative. However, when we tell a story, the audience can’t argue with us. The audience can’t come to me after I told that story and say, “It didn’t take 30 minutes to cut the guy out of the car. He didn’t have to have a bunch of reconstructive surgeries. The Deputy didn’t say those things to you! The audience can’t argue with the details of the story, because they weren’t there.

Step 2: After the Story, Now, Give Your Advice

When most people write a persuasive presentation, they start with their opinion. Again, this makes the listener want to play Devil’s advocate. By starting with the example, we give the listener a simple way to agree with us. They can agree that the story that we told was true. So, now, finish the story with your point or your opinion. “So, in my opinion, if you wear a seatbelt, you’re more likely to avoid serious injury in a severe crash.”

By the way, this technique is not new. It has been around for thousands of years. Aesop was a Greek slave over 500 years before Christ. His stories were passed down verbally for hundreds of years before anyone ever wrote them down in a collection. Today, when you read an Aesop fable, you will get 30 seconds to two minutes of the story first. Then, at the conclusion, almost as a post-script, you will get the advice. Most often, this advice comes in the form of, “The moral of the story is…” You want to do the same in your persuasive presentations. Spend most of the time on the details of the story. Then, spend just a few seconds in the end with your morale.

Step 3: End with the Benefit to the Audience

So, the moral of the story is to wear your seatbelt. If you do that, you will avoid being cut out of your car and endless reconstructive surgeries .

Now, instead of leaving your audience wanting to argue with you, they are more likely to be thinking, “Man, I don’t want to be cut out of my car or have a bunch of facial surgeries.”

The process is very simple. However, it is also very powerful.

How to Write a Successful Persuasive Speech Using the “Breadcrumb” Approach

Once you understand the concept above, you can create very powerful persuasive speeches by linking a series of these persuasive stories together. I call this the breadcrumb strategy. Basically, you use each story as a way to move the audience closer to the ultimate conclusion that you want them to draw. Each story gains a little more agreement.

So, first, just give a simple story about an easy to agree with concept. You will gain agreement fairly easily and begin to also create an emotional appeal. Next, use an additional story to gain additional agreement. If you use this process three to five times, you are more likely to get the audience to agree with your final conclusion. If this is a formal presentation, just make your main points into the persuasive statements and use stories to reinforce the points.

Here are a few persuasive speech examples using this approach.

An Example of a Persuasive Public Speaking Using Breadcrumbs

Marijuana Legalization is Causing Huge Problems in Our Biggest Cities Homelessness is Out of Control in First States to Legalize Marijuana Last year, my family and I took a mini-vacation to Colorado Springs. I had spent a summer in Colorado when I was in college, so I wanted my family to experience the great time that I had had there as a youth. We were only there for four days, but we noticed something dramatic had happened. There were homeless people everywhere. Keep in mind, this wasn’t Denver, this was Colorado City. The picturesque landscape was clouded by ripped sleeping bags on street corners, and trash spread everywhere. We were downtown, and my wife and daughter wanted to do some shopping. My son and I found a comic book store across the street to browse in. As we came out, we almost bumped into a dirty man in torn close. He smiled at us, walked a few feet away from the door, and lit up a joint. He sat on the corner smoking it. As my son and I walked the 1/4 mile back to the store where we left my wife and daughter, we stepped over and walked around over a dozen homeless people camped out right in the middle of the town. This was not the Colorado that I remembered. From what I’ve heard, it has gotten even worse in the last year. So, if you don’t want to dramatically increase your homelessness population, don’t make marijuana legal in your state. DUI Instances and Traffic Accidents Have Increased in Marijuana States I was at the airport waiting for a flight last week, and the guy next to me offered me his newspaper. I haven’t read a newspaper in years, but he seemed so nice that I accepted. It was a copy of the USA Today, and it was open to an article about the rise in unintended consequences from legalizing marijuana. Safety officials and police in Colorado, Nevada, Washington, and Oregon, the first four state to legalize recreational marijuana, have reported a 6% increase in traffic accidents in the last few years. Although the increase (6%) doesn’t seem very dramatic, it was notable because the rate of accidents had been decreasing in each of the states for decades prior to the law change. Assuming that only one of the two parties involved in these new accidents was under the influence, that means that people who aren’t smoking marijuana are being negatively affected by the legalization. So, if you don’t want to increase your chances of being involved in a DUI incident, don’t legalize marijuana. (Notice how I just used an article as my evidence, but to make it more memorable, I told the story about how I came across the article. It is also easier to deliver this type of data because you are just relating what you remember about the data, not trying to be an expert on the data itself.) Marijuana is Still Largely Unregulated Just before my dad went into hospice care, he was in a lot of pain. He would take a prescription painkiller before bed to sleep. One night, my mom called frantically. Dad was in a catatonic state and wasn’t responsive. I rushed over. The hospital found that Dad had an unusually high amount of painkillers in his bloodstream. His regular doctor had been on vacation, and the fill-in doctor had prescribed a much higher dosage of the painkiller by accident. His original prescription was 2.5 mg, and the new prescription was 10 mg. Since dad was in a lot of pain most nights, he almost always took two tablets. He was also on dialysis, so his kidneys weren’t filtering out the excess narcotic each day. He had actually taken 20 MG (instead of 5 MG) on Friday night and another 20 mg on Saturday. Ordinarily, he would have had, at max, 15 mg of the narcotic in his system. Because of the mistake, though, he had 60 MGs. My point is that the narcotics that my dad was prescribed were highly regulated medicines under a doctor’s care, and a mistake was still made that almost killed him. With marijuana, there is really no way of knowing how much narcotic is in each dosage. So, mistakes like this are much more likely. So, in conclusion, legalizing marijuana can increase homelessness, increase the number of impaired drivers, and cause accidental overdoses.

If you use this breadcrumb approach, you are more likely to get at least some agreement. Even if the person disagrees with your conclusion, they are still likely to at least see your side. So, the person may say something like, I still disagree with you, but I totally see your point. That is still a step in the right direction.

For Real-World Practice in How to Design Persuasive Presentations Join Us for a Class

Our instructors are experts at helping presenters design persuasive speeches. We offer the Fearless Presentations ® classes in cities all over the world about every three to four months. In addition to helping you reduce nervousness, your instructor will also show you secrets to creating a great speech. For details about any of the classes, go to our Presentation Skills Class web page.

For additional details, see Persuasive Speech Outline Example .

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A Comprehensive Guide to Writing a Persuasive Speech

Hrideep barot.

• Speech Writing

The term Persuasion means the efforts to change the attitudes or opinions of others through various means.

It is present everywhere: election campaigns, salesmen trying to sell goods by giving offers, public health campaigns to quit smoking or to wear masks in the public spaces, or even at the workplace; when an employee tries to persuade others to agree to their point in a meeting.

How do they manage to convince us so subtly? You guessed it right! They engage in what is called Persuasive Speech.

Persuasive Speech is a category of speech that attempts to influence the listener’s beliefs, attitudes, thoughts, and ultimately, behavior.

They are used in all contexts and situations . It can be informal , a teenager attempting to convince his or her parents for a sleepover at a friend’s house.

It can also be formal , President or Prime Minister urging the citizens to abide by the new norms.

But not to confuse these with informative speeches! These also aim to inform the audience about a particular topic or event, but they lack any attempt at persuasion.

The most typical setting where this kind of speech is practiced is in schools and colleges.

An effective speech combines both the features of an informative and persuasive speech for a better takeaway from an audience’s point of view.

However, writing and giving a persuasive speech are different in the sense that you as a speaker have limited time to call people to action.

Also, according to the context or situation, you may not be able to meet your audience several times, unlike TV ads, which the audience sees repeatedly and hence believes the credibility of the product.

So, how to write and deliver an effective persuasive speech?

How to start a persuasive speech? What are the steps of writing a persuasive speech? What are some of the tricks and tips of persuasion?

Read along till the end to explore the different dimensions and avenues of the science of giving a persuasive speech.

THINGS TO KEEP IN MIND BEFORE WRITING A PERSUASIVE SPEECH

1. get your topic right, passion and genuine interest in your topic.

It is very important that you as a speaker are interested in the chosen topic and in the subsequent arguments you are about to put forward. If you are not interested in what you are saying, then how will the audience feel the same?

Passion towards the topic is one of the key requirements for a successful speech as your audience will see how passionate and concerned you are towards the issue and will infer you as a genuine and credible person.

The audience too will get in the mood and connect to you on an emotional level, empathizing with you; as a result of which will understand your point of view and are likely to agree to your argument.

Consider this example: your friend is overflowing with joy- is happy, smiling, and bubbling with enthusiasm.

Before even asking the reason behind being so happy, you “catch the mood”; i.e., you notice that your mood has been boosted as a result of seeing your friend happy.

Why does it happen so? The reason is that we are influenced by other people’s moods and emotions.

It also means that our mood affects people around us, which is the reason why speaking with emotions and passion is used by many successful public speakers.

Another reason is that other’s emotions give an insight into how one should feel and react. We interpret other’s reactions as a source of information about how we should feel.

So, if someone shows a lot of anxiety or excitement while speaking, we conclude that the issue is very important and we should do something about it, and end up feeling similar reactions.

Meaningful and thought-provoking

Choose a topic that is meaningful to you and your audience. It should be thought-provoking and leave the audience thinking about the points put forward in your speech.

Topics that are personally or nationally relevant and are in the talks at the moment are good subjects to start with.

If you choose a controversial topic like “should euthanasia be legalized?”, or” is our nation democratic?”, it will leave a dramatic impact on your audience.

However, be considerate in choosing a sensitive topic, since it can leave a negative impression on your listeners. But if worded in a neutral and unbiased manner, it can work wonders.

Also, refrain from choosing sensitive topics like the reality of religion, sexuality, etc.

2. Research your topic thoroughly

Research on persuasion conducted by Hovland, Janis, and Kelley states that credible communicators are more persuasive than those who are seen as lacking expertise.

Even if you are not an expert in the field of your topic, mentioning information that is backed by research or stating an expert’s opinion on the issue will make you appear as a knowledgeable and credible person.

How to go about researching? Many people think that just googling about a topic and inferring 2-3 articles will be enough. But this is not so.

For writing and giving an effective speech, thorough research is crucial for you as a speaker to be prepared and confident.

Try to find as many relevant points as possible, even if it is against your viewpoint. If you can explain why the opposite viewpoint is not correct, it will give the audience both sides to an argument and will make decision-making easier.

Also, give credit to the source of your points during your speech, by mentioning the original site, author, or expert, so the audience will know that these are reliable points and not just your opinion, and will be more ready to believe them since they come from an authority.

Other sources for obtaining data for research are libraries and bookstores, magazines, newspapers, google scholar, research journals, etc.

Analyze your audience

Know who comprises your audience so that you can alter your speech to meet their requirements.

Demographics like age group, gender ratio, the language with which they are comfortable, their knowledge about the topic, the region and community to which they belong; are all important factors to be considered before writing your speech.

Ask yourself these questions before sitting down to write:

Is the topic of argument significant to them? Why is it significant? Would it make sense to them? Is it even relevant to them?

In the end, the speech is about the audience and not you. Hence, make efforts to know your audience.

This can be done by surveying your audience way before the day of giving your speech. Short polls and registration forms are an effective way to know your audience.

They ensure confidentiality and maintain anonymity, eliminating social desirability bias on part of the audience, and will likely receive honest answers.

OUTLINE OF A PERSUASIVE SPEECH

Most speeches follow the pattern of Introduction, Body and Conclusion.

However, persuasive speeches have a slightly different pathway.

INTRODUCTION

BODY OR SUPPORTING STATEMENTS( ATLEAST 3 ARGUMENTS)

CONCLUSION OR A CALL TO ACTION

1. INTRODUCTION

Grab attention of your audience.

The first few lines spoken by a speaker are the deciding factor that can make or break a speech.

Hence, if you nail the introduction, half of the task has already been done, and you can rest assured.

No one likes to be silent unless you are an introvert. But the audience expects that the speaker will go on stage and speak. But what if the speaker just goes and remains silent?

Chances are high that the audience will be in anticipation of what you are about to speak and their sole focus will be on you.

This sets the stage.

Use quotes that are relevant and provocative to set the tone of your speech. It will determine the mood of your audience and get them ready to receive information.

An example can be “The only impossible journey is the one you never begin” and then state who gave it, in this case, Tony Robbins, an American author.

Use what-if scenarios

Another way to start your speech is by using what-if scenarios and phrases like “suppose if your home submerges in water one day due to global warming…”.

This will make them the center of attention and at the same time grabbing their attention.

Use personal anecdotes

Same works with personal experiences and stories.

Everyone loves listening to first-hand experiences or a good and interesting story. If you are not a great storyteller, visual images and videos will come to your rescue.

After you have successfully grabbed and hooked your audience, the next and last step of the introduction is introducing your thesis statement.

What is a thesis statement?

It introduces the topic to your audience and is one of the central elements of any persuasive speech.

It is usually brief, not more than 3 sentences, and gives the crux of your speech outline.

How to make a thesis statement?

Firstly, research all possible opinions and views about your topic. See which opinion you connect with, and try to summarize them.

After you do this, you will get a clear idea of what side you are on and this will become your thesis statement.

However, the thesis should answer the question “why” and “how”.

So, for instance, if you choose to speak on the topic of the necessity of higher education, your thesis statement could be something like this:

Although attending university and getting a degree is essential for overall development, not every student must be pushed to join immediately after graduating from school.

And then you can structure your speech containing the reasons why every student should not be rushed into joining a university.

3. BODY OF THE SPEECH

The body contains the actual reasons to support your thesis.

Ideally, the body should contain at least 3 reasons to support your argument.

So, for the above-mentioned thesis, you can support it with possible alternatives, which will become your supporting statements.

The option of a gap year to relax and decide future goals, gaining work experience and then joining the university for financial reasons, or even joining college after 25 or 35 years.

These become your supporting reasons and answers the question “why”.

Each reason has to be resourcefully elaborated, with explaining why you support and why the other or anti-thesis is not practical.

At this point, you have the option of targeting your audience’s ethos, pathos, or logos.

Ethos is the ethical side of the argument. It targets morals and puts forth the right thing or should be.

This technique is highly used in the advertising industry.

Ever wondered why celebrities, experts, and renowned personalities are usually cast as brand ambassadors.?

The reason: they are liked by the masses and exhibit credibility and trust.

Advertisers endorse their products via a celebrity to try to show that the product is reliable and ethical.

The same scenario is seen in persuasive speeches. If the speaker is well-informed and provides information that is backed by research, chances are high that the audience will follow it.

Pathos targets the emotional feelings of the audience.

This is usually done by narrating a tragic or horrifying anecdote and leaves the listener moved by using an emotional appeal to call people to action.

The common emotions targeted by the speaker include the feeling of joy, love, sadness, anger, pity, and loneliness.

All these emotions are best expressed in stories or personal experiences.

Stories give life to your argument, making the audience more involved in the matter and arousing sympathy and empathy.

Visuals and documentaries are other mediums through which a speaker can attract the audience’s emotions.

What was your reaction after watching an emotional documentary? Did you not want to do something about the problem right away?

Emotions have the power to move people to action.

The last technique is using logos, i.e., logic. This includes giving facts and practical aspects of why this is to be done or why such a thing is the most practical.

It is also called the “logical appeal”.

This can be done by giving inductive or deductive reasoning.

Inductive reasoning involves the speaker taking a specific example or case study and then generalizing or drawing conclusions from it.

For instance, a speaker tells a case study of a student who went into depression as the child wasn’t able to cope with back-to-back stress.

This problem will be generalized and concluded that gap year is crucial for any child to cope with and be ready for the challenges in a university.

On the other hand, deductive reasoning involves analyzing general assumptions and theories and then arriving at a logical conclusion.

So, in this case, the speaker can give statistics of the percentage of university students feeling drained due to past exams and how many felt that they needed a break.

This general data will then be personalized to conclude how there is a need for every student to have a leisure break to refresh their mind and avoid having burned out.

Using any of these 3 techniques, coupled with elaborate anecdotes and supporting evidence, at the same time encountering counterarguments will make the body of your speech more effective.

4. CONCLUSION

Make sure to spend some time thinking through your conclusion, as this is the part that your audience will remember the most and is hence, the key takeaway of your entire speech.

Keep it brief, and avoid being too repetitive.

It should provide the audience with a summary of the points put across in the body, at the same time calling people to action or suggesting a possible solution and the next step to be taken.

Remember that this is your last chance to convince, hence make sure to make it impactful.

 Include one to two relevant power or motivational quotes, and end by thanking the audience for being patient and listening till the end.

Watch this clip for a better understanding.

TIPS AND TRICKS OF PERSUASION

Start strong.

A general pattern among influential speeches is this: all start with a powerful and impactful example, be it statistics about the issue, using influential and meaning statements and quotes, or asking a rhetorical question at the beginning of their speech.

Why do they do this? It demonstrates credibility and creates a good impression- increasing their chance of persuading the audience.

Hence, start in such a manner that will hook the audience to your speech and people would be curious to know what you are about to say or how will you end it.

Keep your introduction short

Keep your introduction short, and not more than 10-15% of your speech.

If your speech is 2000 words, then your introduction should be a maximum of 200-250 words.

Or if you are presenting for 10 minutes, your introduction should be a maximum of 2 minutes. This will give you time to state your main points and help you manage your time effectively.

Be clear and concise

Use the correct vocabulary to fit in, at the same time making sure to state them clearly, without beating around the bush.

This will make the message efficient and impactful.

Answer the question “why”

Answer the question “why” before giving solutions or “how”.

Tell them why is there a need to change. Then give them all sides of the point.

It is important to state what is wrong and not just what ought to be or what is right, in an unopinionated tone.

Unless and until people don’t know the other side of things, they simply will not change.

Suggest solutions

Once you have stated the problem, you imply or hint at the solution.

Never state solutions, suggest them; leaving the decision up to the audience.

You can hint at solutions: “don’t you think it is a good idea to…?” or “is it wrong to say that…?”, instead of just stating solutions.

Use power phrases

Certain power-phrases come in handy, which can make the audience take action.

Using the power phrase “because” is very impactful in winning and convincing others.

This phrase justifies the action associated with it and gives us an understanding of why is it correct.

For instance, the phrase “can you give me a bite of your food?” does not imply attitude change.

But using “may I have a bite of your food because I haven’t eaten breakfast?” is more impactful and the person will likely end up sharing food if you use this power- phrase, because it is justifying your request.

Another power-phrase is “I understand, but…”.

This involves you agreeing with the opposite side of the argument and then stating your side or your point of view.

This will encourage your audience to think from the other side of the spectrum and are likely to consider your argument put forth in the speech.

Use power words

Use power words like ‘incredible’, ‘fascinating’, ‘unquestionable’, ‘most important’, ‘strongly recommend’ in your speech to provoke your audience into awe.

Watch this video of some of the common but effective words that can be used in a persuasive speech.

Give an emotional appeal

Like mentioned earlier as one of the techniques of persuasion called pathos, targeting emotions like joy, surprise, fear, anticipation, anger, sadness, or disgust gives your speech an emotional appeal, and more feel to your content, rather than just neutrally stating facts and reasons.

Hence, to keep your audience engaged and not get bored, use emotions while speaking.

Make use of the non=verbal elements

Actions speak louder than words, and they create a huge difference if used effectively.

There is so much else to a speech than just words.

Non-verbal elements include everything apart from your words.

Maintaining eye contact, matching your body language with your words for effective transmission of the message including how you express your emotions, making use of the visual signs and symbols via a PPT are all important parts of any speech.

Check your paralanguage i.e., your voice intonation, pitch, speed, effective pauses, stressing on certain words to create an impact.

Doing all of these will make your speech more real and effective, and will persuade your audience into taking action.

Give real-life examples

Speak facts and avoid giving opinions.

However, just mentioning hard statistical facts will take you nowhere, as there is a chance that people may not believe the data, based on the possibility of them recollecting exceptions.                                                                                                                                                                                                       

Hence, back up your statistics with real-life examples of situations.

Also, consider using precise numerical data.

For example, using “5487 people die due to road accidents every day”, instead of “approximately 5500 people”.

Have no personal stake

You can lose credibility if the audience feels that you have a personal stake in it.

Suppose that you are speaking for the idea of using reusable plastic products, and you say that you are from a company that sells those goods.

People are likely to perceive your argument as promoting self-interest and will not be ready to change their opinion about reusable plastic products.

Consequently, if you argue against your self-interest, your audience will see you as the most credible. 

So, if you say that you are working in a plastics manufacturing company and have a statistical record of the pollution caused by it; and then promote reusable plastic as an alternative to stop pollution and save the environment, people are likely to accept your point of argument.

The you attitude

Shift your focus to the audience, and chances are high that they are likely to relate the issue to themselves and are most likely to change.

Hence, use the “you attitude” i.e., shifting focus to the listener and giving them what they want to hear and then making subtle additions to what you want them to hear.

Make a good first impression

The first impression is indeed the last. This is the reason why image consultancy is such a growing sector.

A good first impression works wonders on the people around you, including the audience, and makes your work of convincing a lot easier.

Avoid appearing shabby, ill-mannered, and refrain from using uncourteous and biased language.

Doing these will reverse the effect you want from the audience and will drive them away from your opinion.

HOW TO MAKE A GOOD FIRST IMPRESSION?

If you are the type who gets nervous easily and have fear of public speaking, practice till you excel in your task.

I used to dread speaking in front of people, and partly still do.

Earlier, unless and until someone called my name to state my opinion or start with the presentation, I didn’t even raise my hand to say that I have an opinion or I am left to present on the topic.

I had to do something about this problem. So, I made a plan.

2 weeks before the presentation, I wrote the script and read it over and over again.

After reading multiple times, I imagined my room to be the classroom and practiced in front of a mirror.

The main thing I was concerned about was keeping my head clear on the day of my presentation. And that’s what happened.

Since my mind was clear and relaxed, and I had practiced my speech over and over again, presenting came more naturally and confidently.

You might ask what is the purpose of impression management?

Impressions are used for Ingratiation i.e., getting others to like us so that they will be more than willing to accept or agree to your point.

If you like someone, you are drawn towards them and are likely to agree on what they agree or say.

TIP- Try to come early to the venue, and dress appropriately to the needs of the occasion. And don’t forget to smile!

PERSUASIVE SPEECH EXAMPLES

1. wendy troxel – why school should start later for teens.

Almost all the important elements of a persuasive speech are found in this TED talk by Wendy Troxel.

Take a closer look at how she starts her introduction in the form of a real-life personal story, and how she makes it relevant to the audience.

Humor is used to hook the audience’s attention and in turn their interest.

She is also likely to be perceived as credible, as she introduces herself as a sleep researcher, and is speaking on the topic of sleep.

Thesis of how early school timings deprive teenagers of their sleep and its effects is introduced subtly.

The speaker supports her statements with facts, answers the question “why” and most importantly, presents both sides of an argument; effects of less to lack of sleep and its consequences and the effects of appropriate and more sleep on teenagers.

The use of non-verbal elements throughout the speech adds value and richness to the speech, making it more engaging.

The use of Pathos as a persuasive technique appeals to the audience’s emotions; at the same time backing the argument with Logos, by giving scientific reasons and research findings to support the argument.

Lastly, the speech is meaningful, relevant, and thought-provoking to the audience, who are mostly parents and teenagers.

2. Crystal Robello- Being an introvert is a good thing

In this example, Crystal Robello starts by giving personal experiences of being an introvert and the prejudices faced.

Notice how even without much statistics the speech is made persuasive by using Ethos as a technique; and how credibility is achieved by mentioning leaders who are introverts.

3. Greta Thunberg- School strike for climate

One of my favorite speeches is the above speech by Greta Thunberg.

She uses all the techniques; pathos, ethos and logos.

Also notice how the speaker speaks with emotions, and uses body and paralanguage efficiently to create a dramatic impact on the audience.

Her genuine interest is clearly reflected in the speech, which makes the audience listen with a level of concern towards the topic, climate change.

To sum up, we looked at the things to keep in mind before writing a speech and also became familiar with the general outline or the structure of a persuasive speech.

We also looked at some of the tips and tricks of persuasion, and lastly, got introduced to 3 amazing persuasive speech examples.

So, now that you know everything about persuasion, rest assured and keep the above-mentioned things in mind before starting your next speech!

Also, check out related posts:

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Persuasive Speech Outline, with Examples

March 17, 2021 - Gini Beqiri

A persuasive speech is a speech that is given with the intention of convincing the audience to believe or do something. This could be virtually anything – voting, organ donation, recycling, and so on.

A successful persuasive speech effectively convinces the audience to your point of view, providing you come across as trustworthy and knowledgeable about the topic you’re discussing.

So, how do you start convincing a group of strangers to share your opinion? And how do you connect with them enough to earn their trust?

Topics for your persuasive speech

We’ve made a list of persuasive speech topics you could use next time you’re asked to give one. The topics are thought-provoking and things which many people have an opinion on.

When using any of our persuasive speech ideas, make sure you have a solid knowledge about the topic you’re speaking about – and make sure you discuss counter arguments too.

Here are a few ideas to get you started:

• All school children should wear a uniform
• Facebook is making people more socially anxious
• It should be illegal to drive over the age of 80
• Lying isn’t always wrong
• The case for organ donation

Read our full list of  75 persuasive speech topics and ideas .

Preparation: Consider your audience

As with any speech, preparation is crucial. Before you put pen to paper, think about what you want to achieve with your speech. This will help organise your thoughts as you realistically can only cover 2-4 main points before your  audience get bored .

It’s also useful to think about who your audience are at this point. If they are unlikely to know much about your topic then you’ll need to factor in context of your topic when planning the structure and length of your speech. You should also consider their:

• Cultural or religious backgrounds
• Shared concerns, attitudes and problems
• Shared interests, beliefs and hopes
• Baseline attitude – are they hostile, neutral, or open to change?

The factors above will all determine the approach you take to writing your speech. For example, if your topic is about childhood obesity, you could begin with a story about your own children or a shared concern every parent has. This would suit an audience who are more likely to be parents than young professionals who have only just left college.

Remember the 3 main approaches to persuade others

There are three main approaches used to persuade others:

The ethos approach appeals to the audience’s ethics and morals, such as what is the ‘right thing’ to do for humanity, saving the environment, etc.

Pathos persuasion is when you appeal to the audience’s emotions, such as when you  tell a story  that makes them the main character in a difficult situation.

The logos approach to giving a persuasive speech is when you appeal to the audience’s logic – ie. your speech is essentially more driven by facts and logic. The benefit of this technique is that your point of view becomes virtually indisputable because you make the audience feel that only your view is the logical one.

• Ethos, Pathos, Logos: 3 Pillars of Public Speaking and Persuasion

Ideas for your persuasive speech outline

1. structure of your persuasive speech.

The opening and closing of speech are the most important. Consider these carefully when thinking about your persuasive speech outline. A  strong opening  ensures you have the audience’s attention from the start and gives them a positive first impression of you.

You’ll want to  start with a strong opening  such as an attention grabbing statement, statistic of fact. These are usually dramatic or shocking, such as:

Sadly, in the next 18 minutes when I do our chat, four Americans that are alive will be dead from the food that they eat – Jamie Oliver

Another good way of starting a persuasive speech is to include your audience in the picture you’re trying to paint. By making them part of the story, you’re embedding an emotional connection between them and your speech.

You could do this in a more toned-down way by talking about something you know that your audience has in common with you. It’s also helpful at this point to include your credentials in a persuasive speech to gain your audience’s trust.

Obama would spend hours with his team working on the opening and closing statements of his speech.

2. Stating your argument

You should  pick between 2 and 4 themes  to discuss during your speech so that you have enough time to explain your viewpoint and convince your audience to the same way of thinking.

It’s important that each of your points transitions seamlessly into the next one so that your speech has a logical flow. Work on your  connecting sentences  between each of your themes so that your speech is easy to listen to.

Your argument should be backed up by objective research and not purely your subjective opinion. Use examples, analogies, and stories so that the audience can relate more easily to your topic, and therefore are more likely to be persuaded to your point of view.

3. Addressing counter-arguments

Any balanced theory or thought  addresses and disputes counter-arguments  made against it. By addressing these, you’ll strengthen your persuasive speech by refuting your audience’s objections and you’ll show that you are knowledgeable to other thoughts on the topic.

When describing an opposing point of view, don’t explain it in a bias way – explain it in the same way someone who holds that view would describe it. That way, you won’t irritate members of your audience who disagree with you and you’ll show that you’ve reached your point of view through reasoned judgement. Simply identify any counter-argument and pose explanations against them.

• Complete Guide to Debating

4. Closing your speech

Your closing line of your speech is your last chance to convince your audience about what you’re saying. It’s also most likely to be the sentence they remember most about your entire speech so make sure it’s a good one!

The most effective persuasive speeches end  with a  call to action . For example, if you’ve been speaking about organ donation, your call to action might be asking the audience to register as donors.

Practice answering AI questions on your speech and get  feedback on your performance .

If audience members ask you questions, make sure you listen carefully and respectfully to the full question. Don’t interject in the middle of a question or become defensive.

You should show that you have carefully considered their viewpoint and refute it in an objective way (if you have opposing opinions). Ensure you remain patient, friendly and polite at all times.

Example 1: Persuasive speech outline

This example is from the Kentucky Community and Technical College.

Specific purpose

To persuade my audience to start walking in order to improve their health.

Central idea

Regular walking can improve both your mental and physical health.

Introduction

Let’s be honest, we lead an easy life: automatic dishwashers, riding lawnmowers, T.V. remote controls, automatic garage door openers, power screwdrivers, bread machines, electric pencil sharpeners, etc., etc. etc. We live in a time-saving, energy-saving, convenient society. It’s a wonderful life. Or is it?

Continue reading

Example 2: Persuasive speech

Tips for delivering your persuasive speech

• Practice, practice, and practice some more . Record yourself speaking and listen for any nervous habits you have such as a nervous laugh, excessive use of filler words, or speaking too quickly.
• Show confident body language . Stand with your legs hip width apart with your shoulders centrally aligned. Ground your feet to the floor and place your hands beside your body so that hand gestures come freely. Your audience won’t be convinced about your argument if you don’t sound confident in it. Find out more about  confident body language here .
• Don’t memorise your speech word-for-word  or read off a script. If you memorise your persuasive speech, you’ll sound less authentic and panic if you lose your place. Similarly, if you read off a script you won’t sound genuine and you won’t be able to connect with the audience by  making eye contact . In turn, you’ll come across as less trustworthy and knowledgeable. You could simply remember your key points instead, or learn your opening and closing sentences.
• Remember to use facial expressions when storytelling  – they make you more relatable. By sharing a personal story you’ll more likely be speaking your truth which will help you build a connection with the audience too. Facial expressions help bring your story to life and transport the audience into your situation.
• Keep your speech as concise as possible . When practicing the delivery, see if you can edit it to have the same meaning but in a more succinct way. This will keep the audience engaged.

The best persuasive speech ideas are those that spark a level of controversy. However, a public speech is not the time to express an opinion that is considered outside the norm. If in doubt, play it safe and stick to topics that divide opinions about 50-50.

Bear in mind who your audience are and plan your persuasive speech outline accordingly, with researched evidence to support your argument. It’s important to consider counter-arguments to show that you are knowledgeable about the topic as a whole and not bias towards your own line of thought.

Persuasive Speeches — Types, Topics, and Examples

What is a persuasive speech?

In a persuasive speech, the speaker aims to convince the audience to accept a particular perspective on a person, place, object, idea, etc. The speaker strives to cause the audience to accept the point of view presented in the speech.

The success of a persuasive speech often relies on the speaker’s use of ethos, pathos, and logos.

Ethos is the speaker’s credibility. Audiences are more likely to accept an argument if they find the speaker trustworthy. To establish credibility during a persuasive speech, speakers can do the following:

Use familiar language.

Select examples that connect to the specific audience.

Utilize credible and well-known sources.

Logically structure the speech in an audience-friendly way.

Use appropriate eye contact, volume, pacing, and inflection.

Pathos appeals to the audience’s emotions. Speakers who create an emotional bond with their audience are typically more convincing. Tapping into the audience’s emotions can be accomplished through the following:

Select evidence that can elicit an emotional response.

Use emotionally-charged words. (The city has a problem … vs. The city has a disease …)

Incorporate analogies and metaphors that connect to a specific emotion to draw a parallel between the reference and topic.

Utilize vivid imagery and sensory words, allowing the audience to visualize the information.

Employ an appropriate tone, inflection, and pace to reflect the emotion.

Logos appeals to the audience’s logic by offering supporting evidence. Speakers can improve their logical appeal in the following ways:

Use comprehensive evidence the audience can understand.

Confirm the evidence logically supports the argument’s claims and stems from credible sources.

Ensure that evidence is specific and avoid any vague or questionable information.

Types of persuasive speeches

The three main types of persuasive speeches are factual, value, and policy.

A factual persuasive speech focuses solely on factual information to prove the existence or absence of something through substantial proof. This is the only type of persuasive speech that exclusively uses objective information rather than subjective. As such, the argument does not rely on the speaker’s interpretation of the information. Essentially, a factual persuasive speech includes historical controversy, a question of current existence, or a prediction:

Historical controversy concerns whether an event happened or whether an object actually existed.

Questions of current existence involve the knowledge that something is currently happening.

Predictions incorporate the analysis of patterns to convince the audience that an event will happen again.

A value persuasive speech concerns the morality of a certain topic. Speakers incorporate facts within these speeches; however, the speaker’s interpretation of those facts creates the argument. These speeches are highly subjective, so the argument cannot be proven to be absolutely true or false.

A policy persuasive speech centers around the speaker’s support or rejection of a public policy, rule, or law. Much like a value speech, speakers provide evidence supporting their viewpoint; however, they provide subjective conclusions based on the facts they provide.

How to write a persuasive speech

Incorporate the following steps when writing a persuasive speech:

Step 1 – Identify the type of persuasive speech (factual, value, or policy) that will help accomplish the goal of the presentation.

Step 2 – Select a good persuasive speech topic to accomplish the goal and choose a position .

Step 3 – Locate credible and reliable sources and identify evidence in support of the topic/position. Revisit Step 2 if there is a lack of relevant resources.

Step 4 – Identify the audience and understand their baseline attitude about the topic.

Step 5 – When constructing an introduction , keep the following questions in mind:

What’s the topic of the speech?

What’s the occasion?

Who’s the audience?

What’s the purpose of the speech?

Step 6 – Utilize the evidence within the previously identified sources to construct the body of the speech. Keeping the audience in mind, determine which pieces of evidence can best help develop the argument. Discuss each point in detail, allowing the audience to understand how the facts support the perspective.

Step 7 – Addressing counterarguments can help speakers build their credibility, as it highlights their breadth of knowledge.

Step 8 – Conclude the speech with an overview of the central purpose and how the main ideas identified in the body support the overall argument.

Persuasive speech outline

One of the best ways to prepare a great persuasive speech is by using an outline. When structuring an outline, include an introduction, body, and conclusion:

Introduction

Attention Grabbers

Ask a question that allows the audience to respond in a non-verbal way; ask a rhetorical question that makes the audience think of the topic without requiring a response.

Incorporate a well-known quote that introduces the topic. Using the words of a celebrated individual gives credibility and authority to the information in the speech.

Offer a startling statement or information about the topic, typically done using data or statistics.

Provide a brief anecdote or story that relates to the topic.

Starting a speech with a humorous statement often makes the audience more comfortable with the speaker.

Provide information on how the selected topic may impact the audience .

Include any background information pertinent to the topic that the audience needs to know to understand the speech in its entirety.

Give the thesis statement in connection to the main topic and identify the main ideas that will help accomplish the central purpose.

Identify evidence

Summarize its meaning

Explain how it helps prove the support/main claim

Evidence 3 (Continue as needed)

Support 3 (Continue as needed)

Restate thesis

Review main supports

Concluding statement

Give the audience a call to action to do something specific.

Identify the overall importan ce of the topic and position.

Persuasive speech topics

The following table identifies some common or interesting persuasive speech topics for high school and college students:

Persuasive speech examples

The following list identifies some of history’s most famous persuasive speeches:

John F. Kennedy’s Inaugural Address: “Ask Not What Your Country Can Do for You”

Lyndon B. Johnson: “We Shall Overcome”

Marc Antony: “Friends, Romans, Countrymen…” in William Shakespeare’s Julius Caesar

Ronald Reagan: “Tear Down this Wall”

Sojourner Truth: “Ain’t I a Woman?”

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How to Write an Outline for a Persuasive Speech, with Examples

Jim Peterson has over 20 years experience on speech writing. He wrote over 300 free speech topic ideas and how-to guides for any kind of public speaking and speech writing assignments at My Speech Class.

Persuasive speeches are one of the three most used speeches in our daily lives. Persuasive speech is used when presenters decide to convince their presentation or ideas to their listeners. A compelling speech aims to persuade the listener to believe in a particular point of view. One of the most iconic examples is Martin Luther King’s ‘I had a dream’ speech on the 28th of August 1963.

In this article:

What is Persuasive Speech?

Here are some steps to follow:, persuasive speech outline, final thoughts.

Persuasive speech is a written and delivered essay to convince people of the speaker’s viewpoint or ideas. Persuasive speaking is the type of speaking people engage in the most. This type of speech has a broad spectrum, from arguing about politics to talking about what to have for dinner. Persuasive speaking is highly connected to the audience, as in a sense, the speaker has to meet the audience halfway.

Persuasive Speech Preparation

Persuasive speech preparation doesn’t have to be difficult, as long as you select your topic wisely and prepare thoroughly.

1. Select a Topic and Angle

Come up with a controversial topic that will spark a heated debate, regardless of your position. This could be about anything. Choose a topic that you are passionate about. Select a particular angle to focus on to ensure that your topic isn’t too broad. Research the topic thoroughly, focussing on key facts, arguments for and against your angle, and background.

2. Define Your Persuasive Goal

Once you have chosen your topic, it’s time to decide what your goal is to persuade the audience. Are you trying to persuade them in favor of a certain position or issue? Are you hoping that they change their behavior or an opinion due to your speech? Do you want them to decide to purchase something or donate money to a cause? Knowing your goal will help you make wise decisions about approaching writing and presenting your speech.

3. Analyze the Audience

Understanding your audience’s perspective is critical anytime that you are writing a speech. This is even more important when it comes to a persuasive speech because not only are you wanting to get the audience to listen to you, but you are also hoping for them to take a particular action in response to your speech. First, consider who is in the audience. Consider how the audience members are likely to perceive the topic you are speaking on to better relate to them on the subject. Grasp the obstacles audience members face or have regarding the topic so you can build appropriate persuasive arguments to overcome these obstacles.

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4. Build an Effective Persuasive Argument

Once you have a clear goal, you are knowledgeable about the topic and, have insights regarding your audience, you will be ready to build an effective persuasive argument to deliver in the form of a persuasive speech. 

Start by deciding what persuasive techniques are likely to help you persuade your audience. Would an emotional and psychological appeal to your audience help persuade them? Is there a good way to sway the audience with logic and reason? Is it possible that a bandwagon appeal might be effective?

5. Outline Your Speech

Once you know which persuasive strategies are most likely to be effective, your next step is to create a keyword outline to organize your main points and structure your persuasive speech for maximum impact on the audience.

Start strong, letting your audience know what your topic is, why it matters and, what you hope to achieve at the end of your speech. List your main points, thoroughly covering each point, being sure to build the argument for your position and overcome opposing perspectives. Conclude your speech by appealing to your audience to act in a way that will prove that you persuaded them successfully. Motivation is a big part of persuasion.

6. Deliver a Winning Speech

Select appropriate visual aids to share with your audiences, such as graphs, photos, or illustrations. Practice until you can deliver your speech confidently. Maintain eye contact, project your voice and, avoid using filler words or any form of vocal interference. Let your passion for the subject shine through. Your enthusiasm may be what sways the audience. 

Topic: What topic are you trying to persuade your audience on?

Specific Purpose:  

Central idea:

• Attention grabber – This is potentially the most crucial line. If the audience doesn’t like the opening line, they might be less inclined to listen to the rest of your speech.
• Thesis – This statement is used to inform the audience of the speaker’s mindset and try to get the audience to see the issue their way.
• Qualifications – Tell the audience why you are qualified to speak about the topic to persuade them.

After the introductory portion of the speech is over, the speaker starts presenting reasons to the audience to provide support for the statement. After each reason, the speaker will list examples to provide a factual argument to sway listeners’ opinions.

• Example 1 – Support for the reason given above.
• Example 2 – Support for the reason given above.

The most important part of a persuasive speech is the conclusion, second to the introduction and thesis statement. This is where the speaker must sum up and tie all of their arguments into an organized and solid point.

• Summary: Briefly remind the listeners why they should agree with your position.
• Memorable ending/ Audience challenge: End your speech with a powerful closing thought or recommend a course of action.
• Thank the audience for listening.

Persuasive Speech Outline Examples

Topic: Walking frequently can improve both your mental and physical health.

Specific Purpose: To persuade the audience to start walking to improve their health.

Central idea: Regular walking can improve your mental and physical health.

Life has become all about convenience and ease lately. We have dishwashers, so we don’t have to wash dishes by hand with electric scooters, so we don’t have to paddle while riding. I mean, isn’t it ridiculous?

Today’s luxuries have been welcomed by the masses. They have also been accused of turning us into passive, lethargic sloths. As a reformed sloth, I know how easy it can be to slip into the convenience of things and not want to move off the couch. I want to persuade you to start walking.

Americans lead a passive lifestyle at the expense of their own health.

• This means that we spend approximately 40% of our leisure time in front of the TV.
• Ironically, it is also reported that Americans don’t like many of the shows that they watch.
• Today’s studies indicate that people were experiencing higher bouts of depression than in the 18th and 19th centuries, when work and life were considered problematic.
• The article reports that 12.6% of Americans suffer from anxiety, and 9.5% suffer from severe depression.
• Present the opposition’s claim and refute an argument.
• Nutritionist Phyllis Hall stated that we tend to eat foods high in fat, which produces high levels of cholesterol in our blood, which leads to plaque build-up in our arteries.
• While modifying our diet can help us decrease our risk for heart disease, studies have indicated that people who don’t exercise are at an even greater risk.

In closing, I urge you to start walking more. Walking is a simple, easy activity. Park further away from stores and walk. Walk instead of driving to your nearest convenience store. Take 20 minutes and enjoy a walk around your neighborhood. Hide the TV remote, move off the couch and, walk. Do it for your heart.

Thank you for listening!

Topic: Less screen time can improve your sleep.

Specific Purpose: To persuade the audience to stop using their screens two hours before bed.

Central idea: Ceasing electronics before bed will help you achieve better sleep.

Who doesn’t love to sleep? I don’t think I have ever met anyone who doesn’t like getting a good night’s sleep. Sleep is essential for our bodies to rest and repair themselves.

I love sleeping and, there is no way that I would be able to miss out on a good night’s sleep.

As someone who has had trouble sleeping due to taking my phone into bed with me and laying in bed while entertaining myself on my phone till I fall asleep, I can say that it’s not the healthiest habit, and we should do whatever we can to change it.

• Our natural blue light source is the sun.
• Bluelight is designed to keep us awake.
• Bluelight makes our brain waves more active.
• We find it harder to sleep when our brain waves are more active.
• Having a good night’s rest will improve your mood.
• Being fully rested will increase your productivity.

Using electronics before bed will stimulate your brainwaves and make it more difficult for you to sleep. Bluelight tricks our brains into a false sense of daytime and, in turn, makes it more difficult for us to sleep. So, put down those screens if you love your sleep!

Thank the audience for listening

A persuasive speech is used to convince the audience of the speaker standing on a certain subject. To have a successful persuasive speech, doing the proper planning and executing your speech with confidence will help persuade the audience of your standing on the topic you chose. Persuasive speeches are used every day in the world around us, from planning what’s for dinner to arguing about politics. It is one of the most widely used forms of speech and, with proper planning and execution, you can sway any audience.

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Persuasive speech outline example

-an outline using Monroe's 5 step Motivated Sequence

By:  Susan Dugdale  

This persuasive speech outline example uses Monroe's Motivated Sequence (MMS) - a 5 step structural pattern for organizing material focusing on, as its name suggests, motivational appeals.

The sequence forms the basis of many of the successful political, public awareness or advertising campaigns you see and hear around you on a daily basis.

For example: campaigns to raise awareness of health issues: The Heart Truth, NDAFW - National Drugs and Alcohol Facts Week, or STOMP Out Bullying. *

Why is the framework so popular? Because it faithfully follows the psychology of persuasion. In a nutshell, it works. Exceedingly well.

Use the quick links to get around this very long page efficiently. Each of the five steps is fully explained and illustrated in an example speech outline. There's a printable MMS speech outline document for your own use too!

Page quick links

• Step overview
• Step 1 - Attention
• Step 2 - Need
• Step 3 - Satisfaction
• Step 4 - Visualization
• Step 5 - Action
• Download blank outline template

More persuasive speech resources

About Monroe's Motivated Sequence

The pattern, or steps, of the sequence mirror those identified as being the normal thinking processes that occur whenever a person is confronted by a problem.

Because the steps are perceived as reasonable and logical using them prepares and motivates an audience to respond positively to the speaker's message.

The sequence is named after Dr  Alan H Monroe who, after graduating from Northwestern University in 1924, joined the staff at Purdue University (USA) as an Instructor in English. Two years later he became Instructor in Public Speaking and was subsequently promoted to Assistant Professor and head of the speech section of the English department. He retired from the role in 1963.  

 Overview of Monroe's 5 step motivation sequence

In developing your persuasive speech outline you will follow these 5 steps:

• Attention Grab the audience's attention
• Need Establish there is a problem (need) demanding their attention
• Satisfaction Outline a solution to the problem
• Visualization Show the audience how they will benefit from your solution
• Action Provide the impetus and means to act

Monroe's five steps in more detail

Now let's examine those steps more closely.

To make the process easier to follow I've prepared a simple example speech illustrating each step and the transitions between them.  That's the text in the green boxes. 

As you read start thinking about your audience and your topic.  Jot any ideas down for later use.

About this sample speech - topic, purpose and audience

The subject  is fear of public speaking.

The specific purpose of the speech is  to persuade and encourage people in the audience to take a course to overcome their fear of public speaking. 

The central idea   of the speech is that the ability to speak in public opens doors to many opportunities.

The audience is  drawn from the local community. They range in age from late teens to forties plus.

The 5 steps of Monroe's motivation sequence 

Getting attention - step 1.

This step is your introductory "listen up" call. To make it effective it needs to grab the audience. It could be any of the following:

• a startling statement
• a rhetorical question
• a quotation
• a funny story
• a dramatic story
• a photograph or other visual aid

Put yourself in the position of your audience when deciding how to hook and hold their attention. Why should they listen to you?  How does what you have to say benefit them? Is it relevant to them? How?

Step one - attention 

Do you know the real costs of public speaking fear?

The price is high.

Research reveals that a person with public speaking fear is 10% less likely to graduate from college, is likely to receive 10% less in wages and is 15% less likely to take on management or leadership positions.

Who pays? You. Me. Us. Anybody who allows fear to govern their decision making. We pay by sacrificing our potential selves, putting our dreams away and settling for less.

Establishing credibility

As well as getting their attention you also need to establish your credibility or right to talk on the subject. Your audience needs to know that they can believe what you're telling them. If they feel they can trust your expertise and experience they will be much more likely to follow your lead. 

Credibility statement

That’s a question I asked myself a long time ago. As a teacher with many years of experience I saw far too many students who would do anything they could to avoid public speaking. To answer it I researched.

Then I used those answers to devise public speaking programs that were effective and fun.

Transition - the link from step 1 to step 2

Can you imagine the positive impact feeling OK about speaking up would have? On individuals? On families? On our community?

E stablish the need - step 2

This step develops the need for change. Now that you have your audience's attention you will clearly show them what the problem is and the extent of it.

To be effective use:

• examples to illustrate how it impacts on them - their happiness, future, health, family, neighborhood...
• statistics - facts, figures, graphs, diagrams... Remember to cite your sources and remember too that some are more credible than others. You need recognized sources to give your speech the credibility you want.
• expert witness testimony - the more authoritative, the better

Your goal at the conclusion of this step is to have your audience eager to hear your solution. They agree with you that there is a problem and want the answer.

Step two – Need

A.  According to frequently cited statistics 75%   of people suffer from some degree of glossophobia - fear of speaking in public. Source:    Hamilton, C. (2008) [2005]. Communicating for Results, a Guide for Business and the Professions (eighth edition)

• At the extreme upper end of this very large group are the people who would literally run a mile rather than speak. For example, they will not apply for promotions if the new position means giving presentations. They will not give a speech at a special family occasion - a wedding, birthday or funeral.  Public speaking makes them ill, literally. There maybe quite a few of you here, so you’ll know exactly what I mean.
• At the other end of the scale are the people who have one or two butterflies fluttering around – enough to make them register they’re a little nervous about speaking but it’s nothing to worry about. There’s likely not so many of you here. If you have come along, it’s probably to support someone who needs it! Thank you.
• The majority of us are somewhere in the middle where it’s neither all fine nor all bad. Some days are OK. We manage. And some days it’s definitely not OK. We just hang in there by the skin of our chattering teeth.

B. Bad public speaking experiences often lead to more of the same. History repeats.

• We focus on the criticism we received and interpret it as a criticism of ourselves. Our speech is bad therefore I am bad. This makes a shaky platform to build public speaking skills and confidence on.
• When given a presentation to prepare we procrastinate because we don’t feel confident or competent. That means we don’t put the work in which in turn leads to another bad experience. It becomes a vicious circle.
• When we feel ashamed about ourselves we often close off. We don’t ask for help and it becomes easier to expect less of ourselves and our lives.
•  Here's those stats again. According to Franklin Schneier, MD, s omeone with public speaking fear is likely to receive 10% less in wages, be 10% more likely to drop out of college and be 15% less likely to apply for leadership or management roles.

C. Begins in youth.

• “The fear of public speaking is more common in younger patients as compared to older ones and may be more prevalent in females as compared to males,” says Jeffrey R. Strawn, MD, FAACAP, associate professor of psychiatry and pediatrics and director of the Anxiety Disorders Research Program in the Department of Psychiatry & Behavioral Neuroscience at the University of Cincinnati.
• More than 75% of people experience their first symptoms of Social Anxiety Disorder which often includes fear of public speaking during their childhood or early teenage years - American Psychiatric Association. (2014). Understanding Mental Disorders
• Let’s conduct a quick informal survey to test that– raise your hand if any anxiety you feel about public speaking began when you were young.

Transition - the link between step 2 and step 3

However there is a way to break this pattern of anxiety. It can be stopped, and everyone who wants to can learn to speak in public confidently.

S atisfy the need - step 3

Now you outline your answer or solution and show the audience how it will work.

To do this well:

• outline your solution succinctly
• demonstrate how it meets the problem
• use examples to show how effective it is
• support with facts, figures, graphs, diagrams, statistics, testimony...
• if there is known opposition to your solution, acknowledge and counteract showing how your plan overturns it

The ideal outcome of this step is the audience nodding and saying to themselves: " Yes. This is possible, practical and sensible."   Your answer satisfies them. It gives them  "satisfaction".

Step three - Satisfaction 

A. Come along to an introductory course

• It's free, led by experienced teachers and especially designed for people with a history of being nervous about speaking in public.
• Once a week for 4 weeks you'll have 2 hours of practical public speaking training and practice.
• You'll learn tips and tricks to manage your anxiety, to give varying types of presentations, to effectively structure a speech, and to confidently deliver a speech.

B. When people overcome fear of public speaking there are so many things they can do:

• Complete their college education and go on to further study if they wanted to
• Apply for the positions they know would give them greater work satisfaction
• Speak up when they need to about issues concerning themselves, their family and their community
• Inspire others to follow their example

C. Exchanging public speaking fear for confidence will help people to:

• Communicate more effectively
• Listen more carefully to others
• Understand the power of the spoken word and what it can achieve

Transition - the link between step 3 and step 4

Can you imagine the positive impact that would have on people’s lives? Maybe yours?

S ee the future - step 4

In this step the audience "experiences" the solution. They see (feel, hear, taste...) what will happen if they do as you are suggesting contrasted against what will happen if they don't do as you are suggesting.

This step relies on your use of vivid imagery to portray the outcome of their action, or inaction. They see and feel the pleasure, or pain, in their imagination. To bring it home to your audience the pictures you provide, the stories you tell, need to be relevant and believable.

What you want folk thinking as you conclude this step is:  "I can see that this would be good for me."

Step four - Visualization

A. Imagine what society would be like if everyone took full advantage of the educational opportunities that best fitted their interests and abilities. How would that feel?

• There would be much less personal dissatisfaction and social unrest caused by people working in positions that do not pay very well or extend their skills and well being. That would be much more healthy: physically, emotionally and mentally, for everybody. You could ask for a raise! Apply for that job you always wanted! Give a presentation! Toast your bride!
• It would generate a ripple effect. People who speak up confidently and competently encourage others to do likewise. People would feel empowered – free to become the best of themselves - shoulders back, head up, standing tall, looking the world straight in the eye!

B. What disadvantages could there possibly be?

• Perhaps it could uncomfortable for those who have got used to assuming the right to talk for others without consultation. Is that really a bad thing?
• Perhaps it could lead to robust conversations where there are differing opinions over issues?  Again, is that a bad thing? It could be an opportunity to polish debating skills.
• There are no real disadvantages! Overcoming public speaking fear is good for everyone. A win-win.

Transition - the link from step 4 to step 5

Let’s do more than imagine speaking in public freely and competently. Let’s take the steps towards making it happen.

T ake action - step 5

In this last step you present your call to action.

The call to action can be embedded in any combination of the following:

• a challenge or appeal
• a personal statement of intent

To be effective the action step must be readily doable and executed as soon as possible. Make it as easy as you can for your audience. If you want them to sign up for something, have the forms available. If you wish them to lodge a personal protest in writing to your local government have stock letters and envelopes ready. In other words do the leg work for them!

Action steps that are delayed even for 48 hours are less likely to be acted on. We're human - life goes on. Other things intervene and the initial urgency is lost.

Step five – Action

  A. (Summary) Apparently 3/4 of us – 75%, are nervous about public speaking – often the result of a bad experience when were young. That has a direct impact on our adult lives. If we allow it to continue it is likely we will be paid less, fall out of college without graduating and settle for less-challenging jobs. In short – live a lesser life. However it doesn’t have to be like that. We could choose to change. We could become our bigger and best selves.

  B. (Call to Immediate Action)

We could, in the famous words of Susan Jeffers, "Feel the fear and do it anyway!"

I’ve got enrollment forms here for that free introductory public speaking course. That’s four two hour sessions over the next four weeks using tried, tested and proven methods of teaching with experienced instructors. You’ll learn how to prepare and deliver speeches. And you'll swap fear for confidence and competence while having fun!

C. (Memorable Close) Who knows what magic may happen once you speak up!

There are 15 places available. Make one of them yours.

Sources/references 

• Rosemary Black. (2018, June 4)  Glossophobia (Fear of Public Speaking): Are You Glossophobic?     Retrieved from  https://www.psycom.net/glossophobia-fear-of-public-speaking  
• Franklin Schneier. (2005) Social Anxiety Disorder. Retrieved from:  http://www.columbia.edu/itc/hs/medical/psychmed2/3_2005/Schneier-SocialAnxietyDisorderBW.pdf
• Author and date of publication unknown.  Social Anxiety Disorder. Retrieved from:  http://www.mentalhealthamerica.net/conditions/social-anxiety-disorder
• Doug Staneart. (2018, March). Podcast 29 - How to Scare the Gooey Out of a Nervous Public Speaker. Retrieved from:  https://www.fearlesspresentations.com/how-to-scare-the-gooey-out-of-a-new-public-speaker/  

F itting the standard speech format

If you are wondering how these 5 steps of Monroe's Motivated Sequence fit into the standard 3 part speech format , they go like this:

• Step 1 ( Attention ) forms the Introduction.
• Steps 2,  3 and 4 ( Need,   Satisfaction and Visualization ) form the Body.
• Step 5 ( Action ) is the Conclusion.

Download a persuasive speech outline template

And now download printable blank ready-to-complete Monroe's Motivated Sequence  persuasive speech outline template . You'll find the entire 5 step process laid out clearly, ready for you to fill in the gaps.

A sample persuasive speech

Want to read a  persuasive speech example ?

This example speech ("After they're gone") follows the sequence outlined on this page.

Before you click through to it you should know the topic is somber; the impact of suicide on family and friends. I wrote it to persuade those in need to seek and accept help and to raise awareness of the issues around suicide.

Persuasive speech topics

Maybe you haven't found the persuasive speech topic you want yet? Check these pages:

- 100 great  persuasive speech ideas  

- 50  good persuasive speech topics

-  205 fun persuasive speech topics

- 309 'easy' persuasive speech topics

-  310 persuasive speech topics for college

- 108 feminist persuasive speech topics

Communication coach Alex Lyon explains

If you'd like more on Monroe's Motivated Sequence  here's a great video with excellent examples from communication coach Alex Lyons. 

And lastly, here's the links to those campaigns I mentioned at the top of the page: The Heart Truth ,  National Drug and Alcohol Facts Week (NDAFW)  and STOMP Out Bullying .

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57 Constructing a Persuasive Speech

In a sense, constructing your persuasive speech is the culmination of the skills you have learned already. In another sense, you are challenged to think somewhat differently. While the steps of analyzing your audience, formulating your purpose and central idea, applying evidence, considering ethics, framing the ideas in appropriate language, and then practicing delivery will of course apply, you will need to consider some expanded options about each of these steps.

Formulating a Proposition

As mentioned before, when thinking about a central idea statement in a persuasive speech, we use the terms “proposition” or claim. Persuasive speeches have one of four types of propositions or claims, which deter- mine your overall approach. Before you move on, you need to determine what type of proposition you should have (based on the audience, context, issues involved in the topic, and assignment for the class).

Proposition of Fact

Speeches with this type of proposition attempt to establish the truth of a statement. The core of the proposition (or claim) is not whether something is morally right and wrong or what should be done about the topic, only that a statement is supported by evidence or not. These propositions are not facts such as “the chemical symbol for water is H20” or “Barack Obama won the presidency in 2008 with 53% of the vote.” Propositions or claims of fact are statements over which persons disagree and there is evidence on both sides, although probably more on one than the other. Some examples of propositions of fact are:

Converting to solar energy can save homeowners money.

John F. Kennedy was assassinated by Lee Harvey Oswald working alone.

Experiments using animals are essential to the development of many life-saving medical procedures.

Climate change has been caused by human activity.

Granting tuition tax credits to the parents of children who attend private schools will perpetuate educational inequality.

Watching violence on television causes violent behavior in children.

William Shakespeare did not write most of the plays attributed to him.

John Doe committed the crime of which he is accused.

Notice that in none of these are any values—good or bad—mentioned. Perpetuating segregation is not portrayed as good or bad, only as an effect of a policy. Of course, most people view educational inequality negatively, just as they view life-saving medical procedures positively. But the point of these propositions is to prove with evidence the truth of a statement, not its inherent value or what the audience should do about it. In fact, in some propositions of fact no action response would even be possible, such as the proposition listed above that Lee Harvey Oswald acted alone in the assassination of President Kennedy.

Proposition of Definition

This is probably not one that you will use in your class, but it bears mentioning here because it is used in legal and scholarly arguments. Propositions of definitions argue that a word, phrase, or concept has a particular meaning. Remembering back to Chapter 7 on supporting materials, we saw that there are various ways to define words, such as by negation, operationalizing, and classification and division. It may be important for you to define your terms, especially if you have a value proposition. Lawyers, legislators, and scholars often write briefs, present speeches, or compose articles to define terms that are vital to defendants, citizens, or disciplines. We saw a proposition of definition defended in the Supreme Court’s 2015 decision to redefine marriage laws as applying to same-sex couples, based on arguments presented in court. Other examples might be:

The Second Amendment to the Constitution does not include possession of automatic weapons for private use.

Alcoholism should be considered a disease because…

The action committed by Mary Smith did not meet the standard for first-degree murder.

Thomas Jefferson’s definition of inalienable rights did not include a right to privacy.

In each of these examples, the proposition is that the definition of these things (the Second Amendment, alcoholism, crime, and inalienable rights) needs to be changed or viewed differently, but the audience is not asked to change an attitude or action.

Propositions of Value

It is likely that you or some of your classmates will give speeches with propositions of value. When the proposition has a word such as “good,” “bad,” “best,” “worst,” “just,” “unjust,” “ethical,” “unethical,” “moral,” “immoral,” “beneficial,” “harmful,” “advantageous,” or “disadvantageous,” it is a proposition of value. Some examples include:

Hybrid cars are the best form of automobile transportation available today.

Homeschooling is more beneficial for children than traditional schooling.

The War in Iraq was not justified. Capital punishment is morally wrong.  

Mascots that involve Native American names, characters, and symbols are demeaning.

A vegan diet is the healthiest one for adults.

Propositions of value require a first step: defining the “value” word. If a war is unjustified, what makes a war “just” or “justified” in the first place? That is a fairly philosophical question. What makes a form of transportation “best” or “better” than another? Isn’t that a matter of personal approach? For different people, “best” might mean “safest,” “least expensive,” “most environmentally responsible,” “stylish,” “powerful,” or “prestigious.” Obviously, in the case of the first proposition above, it means “environmentally responsible.” It would be the first job of the speaker, after introducing the speech and stating the proposition, to explain what “best form of automobile transportation” means. Then the proposition would be defended with separate arguments.

Propositions of Policy

These propositions are easy to identify because they almost always have the word “should” in them. These propositions call for a change in policy or practice (including those in a government, community, or school), or they can call for the audience to adopt a certain behavior. Speeches with propositions of policy can be those that call for passive acceptance and agreement from the audience and those that try to instigate the audience to action, to actually do something immediately or in the long-term.

Our state should require mandatory recertification of lawyers every ten years.

The federal government should act to ensure clean water standards for all citizens.

The federal government should not allow the use of technology to choose the sex of an unborn child.

The state of Georgia should require drivers over the age of 75 to take a vision test and present a certificate of good health from a doctor before renewing their licenses.

Wyeth Daniels should be the next governor of the state.

Young people should monitor their blood pressure regularly to avoid health problems later in life.

As mentioned before, the proposition determines the approach to the speech, especially the organization. Also as mentioned earlier in this chapter, the exact phrasing of the proposition should be carefully done to be reasonable, positive, and appropriate for the context and audience. In the next section we will examine organizational factors for speeches with propositions of fact, value, and policy.

Organization Based on Type of Proposition

Organization for a proposition of fact.

If your proposition is one of fact, you will do best to use a topical organization. Essentially that means that you will have two to four discrete, separate arguments in support of the proposition. For example:

Proposition: Converting to solar energy can save homeowners money.

I.         Solar energy can be economical to install.

A.       The government awards grants. B.       The government gives tax credits.

II.      Solar energy reduces power bills.

III.    Solar energy requires less money for maintenance.

IV.    Solar energy works when the power grid goes down.

Here is a first draft of another outline for a proposition of fact:

Proposition: Experiments using animals are essential to the development of many life-saving medical procedures.

I.        Research of the past shows many successes from animal experimentation.

II.      Research on humans is limited for ethical and legal reasons.

III.   Computer models for research have limitations.

However, these outlines are just preliminary drafts because preparing a speech of fact requires a great deal of research and understanding of the issues. A speech with a proposition of fact will almost always need an argument or section related to the “reservations,” refuting the arguments that the audience may be preparing in their minds, their mental dialogue. So the second example needs revision, such as:

I.        The first argument in favor of animal experimentation is the record of successful discoveries from animal research.

II.      A second reason to support animal experimentation is that re- search on humans is limited for ethical and legal reasons.

III.   Animal experimentation is needed because computer models for research have limitations.

IV.    Many people today have concerns about animal experimentation.

A.       Some believe that all experimentation is equal.

1.        There is experimentation for legitimate medical research. 2.       There is experimentation for cosmetics or shampoos.

B. Others argue that the animals are mistreated.

• There are protocols for the treatment of animals in experimentation.
• Legitimate medical experimentation follows the protocols.
• Many of the groups that protest animal experimentation have extreme views.
• Some give untrue representations.

To complete this outline, along with introduction and conclusion, there would need to be quotations, statistics, and facts with sources provided to support both the pro-arguments in Main Points I-III and the refutation to the misconceptions about animal experimentation in Subpoints A-C under Point IV.

Organization for proposition of value

A persuasive speech that incorporates a proposition of value will have a slightly different structure. As mentioned earlier, a proposition of value must first define the “value” word for clarity and provide a basis for the other arguments of the speech. The second or middle section would present the defense or “pro” arguments for the proposition based on the definition. The third section would include refutation of the counter arguments or “reservations.” The following outline draft shows a student trying to structure a speech with a value proposition. Keep in mind it is abbreviated for illustrative purposes, and thus incomplete as an example of what you would submit to your instructor, who will expect more detailed outlines for your speeches.

Proposition: Hybrid cars are the best form of automotive transportation available today.

I.        Automotive transportation that is best meets three standards. (Definition)

A.       It is reliable and durable. B.       It is fuel efficient and thus cost efficient. C.      It is therefore environmentally responsible.

II.     Studies show that hybrid cars are durable and reliable. (Pro-Ar- gument 1)

A.       Hybrid cars have 99 problems per 100 cars versus 133 problem per 100 conventional cars, according to TrueDelta, a car analysis website much like Consumer Reports. B.       J.D. Powers reports hybrids also experience 11 fewer engine and transmission issues than gas-powered vehicles, per 100 vehicles.

III.    Hybrid cars are fuel-efficient. (Pro-Argument 2)

A. The Toyota Prius gets 48 mpg on the highway and 51 mpg in the city. B. The Ford Fusion hybrid gets 47 mpg in the city and in the country.

IV.    Hybrid cars are environmentally responsible. (Pro-Argument 3)

A.  They only emit 51.6 gallons of carbon dioxide every 100 miles. B.  Conventional cars emit 74.9 gallons of carbon dioxide every 100 miles. C.  The hybrid produces 69% of the harmful gas exhaust that a conventional car does.

V.    Of course, hybrid cars are relatively new to the market and some have questions about them. (Reservations)

A. Don’t the batteries wear out and aren’t they expensive to replace?

Evidence to address this misconception.

Organization for a propositions of policy

The most common type of outline organizations for speeches with propositions of policy is problem-solution or problem-cause-solution. Typically we do not feel any motivation to change unless we are convinced that some harm, problem, need, or deficiency exists, and even more, that it affects us personally. As the saying goes, “If it ain’t broke, why fix it?”As mentioned before, some policy speeches look for passive agreement or acceptance of the proposition. Some instructors call this type of policy speech a “think” speech since the persuasion is just about changing the way your audience thinks about a policy.

On the other hand, other policy speeches seek to move the audience to do something to change a situation or to get involved in a cause, and these are sometimes called a “do” speech since the audience is asked to do something. This second type of policy speech (the “do” speech) is sometimes called a “speech to actuate.” Although a simple problem-solution organization with only two main points is permissible for a speech of actuation, you will probably do well to utilize the more detailed format called Monroe’s Motivated Sequence.

This format, designed by Alan Monroe (1951), who wrote a popular speaking textbook for many years, is based on John Dewey’s reflective thinking process. It seeks to go in-depth with the many questions an audience would have in the process of listening to a persuasive speech. Monroe’s Motivated Sequence involves five steps, which should not be confused with the main points of the outline. Some steps in Monroe’s Motivated Sequence may take two points.

• Attention. This is the introduction, where the speaker brings attention to the importance of the topic as well as his or her own credibility and connection to the topic. This step will include the thesis and preview.
• Need. Here the problem is defined and defended. This step may be divided into two main points, such as the problem and the causes of it, since logically a solution should address the underlying causes as well as the external effects of a problem. It is important to make
• Satisfaction. A need calls for satisfaction in the same way a problem requires a solution. This step could also, in some cases, take up two main points. Not only does the speaker present the solution and describe it, but they must also defend that it works and will address the causes of the problem as well as the symptoms.
• Visualization. This step looks to the future either positively or negatively. If positive, the benefits from enacting or choosing the solution are shown. If negative, the disadvantages of not doing anything to solve the problem are shown. There may be times when it is acceptable to skip this step, especially if time is limited. The purpose of visualization is to motivate the audience by revealing future benefits or through fear appeals by showing future harms.
• Action. This can be the conclusion, although if the speaker really wants to spend time on moving the audience to action, the action step should be a full main point and the conclusion saved for summary and a dramatic ending. In the action step, the goal is to give specific steps for the audience to take as soon as possible to move toward solving the problem. Whereas the satisfaction step explains the solution overall, the action step gives concrete ways to begin making the solution happen.

The more concrete you can make the action step, the better. Research shows that people are more likely to act if they know how accessible the action can be. For example, if you want students to be vaccinated against the chicken pox virus (which can cause a serious disease called shingles in adults), you can give them directions to and hours for a clinic or health center where vaccinations at a free or discounted price can be obtained.

In some cases for speeches of policy, no huge problem needs solving. Or, there is a problem, but the audience already knows about it and is convinced that the problem exists and is important. In those cases, a format called “comparative advantages” is used, which focuses on how one possible solution is better than other possible ones. The organizational pattern for this kind of proposition might be topical:

I. This policy is better because… II. This policy is better because… III. This policy is better because…

If this sounds a little like a commercial that is because advertisements often use comparative advantages to show that one product is better than another. Here is an example:

Proposition: Owning the Barnes and Noble Nook is more advantageous than owning the Amazon Kindle.

I. The Nook allows owners to trade and loan books to other owners or people who have downloaded the Nook software, while the Kindle does not. II. The Nook has a color-touch screen, while the Kindle’s screen is black and grey and non-interactive. III. The Nook’s memory can be expanded through microSD, while the Kindle’s memory cannot be upgraded.

Building Upon Your Persuasive Speech Arguments

Once you have constructed the key arguments and order of points (remembering that if you use topical order, to put your strongest or most persuasive point last), it is time to be sure your points are well supported. In a persuasive speech, there are some things to consider about evidence.

First, your evidence should be from sources that the audience will find credible. If you can find the same essential information from two sources but know that the audience will find the information more credible from one source than another, use and cite the information from the more credible one. For example, if you find the same statistical data on Wikipedia and the U.S. Department of Labor’s website, cite the U.S. Department of Labor (your instructor will probably not accept the Wikipedia site anyway). Audiences also accept information from sources they consider unbiased or indifferent. Gallup polls, for example, have been considered reliable sources of survey data because unlike some organizations, Gallup does not have a cause (political or otherwise) it is supporting.

Secondly, your evidence should be new to the audience. In other words, the best evidence is that which is from credible sources and the audience has not heard before (Reinard, 1988; McCroskey, 1969). If they have heard it before and discounted it, they will not consider your argument well sup- ported. An example is telling people who smoke that smoking will cause lung cancer. Everyone in the U.S. has heard that thousands of times, but 14% of the population still smokes, which is about one in seven (Centers for Disease Control and Prevention, 2017)). Many of those who smoke have not heard the information that really motivates them to quit yet, and of course quitting is very difficult. Additionally, new evidence is more attention-getting, and you will appear more credible if you tell the audience something new (as long as you cite it well) than if you use the “same old, same old” evidence they have heard before.

Third, in order to be effective and ethical, your supporting evidence should be relevant and not used out of context, and fourth, it should be timely and not out of date.

After choosing the evidence and apportioning it to the correct parts of the speech, you will want to consider use of metaphors, quotations, rhetorical devices, and narratives that will enhance the language and “listenability” of your speech. Narratives are especially good for introduction and conclusions, to get attention and to leave the audience with something dramatic. You might refer to the narrative in the introduction again in the conclusion to give the speech a sense of finality.

Next you will want to decide if you should use any type of presentation aid for the speech. The decision to use visuals such as PowerPoint slides or a video clip in a persuasive speech should take into consideration the effect of the visuals on the audience and the time allotted for the speech (as well as your instructor’s specifications). The charts, graphs, or photographs you use should be focused and credibly done.

One of your authors remembers a speech by a student about using seat belts (which is, by the way, an overdone topic). What made the speech effective in this case were photographs of two totaled cars, both of which the student had been driving when they crashed. The devastation of the wrecks and his ability to stand before us and give the speech because he had worn his seat belt was effective (although it didn’t say much for his driving ability). If you wanted an audience to donate to disaster relief after an earthquake in a foreign country, a few photographs of the destruction would be effective, and perhaps a map of the area would be helpful. But in this case, less is more. Too many visual aids will likely distract from your overall speech claim.

Finally, since you’ve already had experience in class giving at least one major speech prior to this one, your delivery for the persuasive speech should be especially strong. Since delivery does affect credibility (Burgoon, Birk, & Pfau, 1990), you want to be able to connect visually as you make your appeals. You want to be physically involved and have vocal variety when you tell dramatic narratives that emphasize the human angle on your topic. If you do use presentation slides, you want them to work in seamlessly, using black screens when the visuals are not necessary.

Your persuasive speech in class, as well as in real life, is an opportunity to share a passion or cause that you believe will matter to society and help the audience live a better life. Even if you are initially uncomfortable with the idea of persuasion, we use it all the time in different ways. Choose your topic based on your own commitment and experience, look for quality evidence, craft your proposition so that it will be clear and audience appropriate, and put the finishing touches on it with an eye toward enhancing your logos, ethos, and pathos.

Something to Think About

Go to YouTube and look for “Persuasive Speeches by College Students.” There are quite a few. Here’s one example:

https://www.youtube.com/watch?v=SNr7Fx-SM1Y.

Do you find this speech persuasive? Why or why not? Based on the content of this chapter, what did the speaker do correctly or perhaps not so correctly that affected his or her persuasiveness?

Sample Outline: Persuasive Speech Using Topical Pattern

By janet aguilar.

Specific Purpose: To persuade my classmates to eliminate their Facebook use.

Introduction: There she was late into the night still wide awake starring at her phone’s screen. In fact, she had to be at work early in the morning, but scrolling through her Facebook account kept her awake. That girl was me before I deactivated my Facebook account. I honestly could not tell you how many hours I spent on Facebook. In the survey that I presented to you all, one person admitted to spending “too much” time on Facebook. That was me in the past, I spent too much time on Facebook. Time is precious and once it is gone it does not return. So why do you spend precious time on Facebook? Time that could be spent with family, resting, or just being more productive.

Thesis/Preview: Facebook users should eliminate their usage because Facebook can negatively affect their relationships with others, their sleep- ing patterns and health, and their ability to focus on school work.

• Found myself ignoring my children while they spoke.
• Noticed other people doing the same thing especially in parks and restaurants.
• According to Lynn Postell-Zimmerman on hg.org, Facebook has become a leading cause for divorce.
• In the United States, 1 in 5 couples mentioned Facebook as a reason for divorce in 2009.

Transition: We have discussed how Facebook usage can lead to poor relationships with people, next we will discuss how Facebook can affect your sleep patterns and health.

• In my survey 11 students said they checked their Facebook account before bed.
• Staying on Facebook for long hours before bed.
• According to researchers Steels, Wickham and Acitelli in an article in the Journal of Social & Clinical Psychology titled “Seeing everyone else’s highlight reels: How Facebook usage is linked to depressive symptoms,” because Facebook users only view the positive of their friend’s life they become unhappy with their life and it can lead to becoming depressed and unhappy.
• Marissa Maldonado on psychcentral.com, concluded from recent studies that, “Facebook increases people’s anxiety levels by making them feel inadequate and generating excess worry and stress.”
• Checking Facebook everywhere we go is a sign of addiction
• Not being able to deactivate your Facebook account.

Transitions: Many of you have probably never though as Facebook as a threat to your health, but we will now review how it can affect you as a college student.

• I often found myself on Facebook instead of doing school- work.
• I was constantly checking Facebook which takes away from study time.
• I also found myself checking Facebook while in class, which can lead to poor grades and getting in trouble with the professor.
• A study of over 1,800 college students showed a negative relationship between amount of Facebook time and GPA, as reported by Junco in a 2012 article titled, “Too much face and not enough books” from the journal Computers and Human Behavior.

Conclusion: In conclusion, next time you log on to Facebook try deactivating your account for a few day and see the difference. You will soon see how it can bring positive changes in your family relationships, will avoid future health problems, will help you sleep better, and will improve your school performance. Instead of communicating through Facebook try visiting or calling your close friends. Deactivating my account truly helped me, and I can assure you we all can survive without Facebook.

Junco, R. (2012). Too much face and not enough books: The relationship between multiple indices of Facebook use and academic performance.

Computers in Human Behavior, 28(1), 187-198.

Maldonado, M. (2014). The anxiety of Facebook. Psych Central. Retrieved from http://psychcentral.com/lib/the-anxiety-of-facebook/

Postell-Zimmerman, L. (1995-2015). Facebook has become a leading cause in divorce cases. HG.org. Retrieved from http://www.hg.org/article.as- p?id=27803

Reedy, C. (2015, March 2). Too much Facebook leads to envy and depression. CNNMoney. Retrieved from http://money.cnn.com/2015/03/02/ technology/facebook-envy/

Steers, M. L. N., Wickham, R. E., & Acitelli, L. K. (2014). Seeing everyone else’s highlight reels: How Facebook usage is linked to depressive symp toms. Journal of Social and Clinical Psychology, 33(8), 701-731. DOI: 10.1521/jscp.2014.33.8.701

Sample Outline: Persuasive Speech Using Monroe’s Motivated Sequence Pattern

Speech to Actuate: Sponsoring a Child in Poverty

Specific Purpose: to actuate my audience to sponsor a child through an agency such as Compassion International.

Introduction (Attention Step)

• How much is $38? That answer depends on what you make, what you are spending it for, and what you get back for it. (Grabber)
• $38 per month breaks down to a little more than $1.25 per day, which is probably what you spend on a snack or soda in the break room. For us, it’s not very much. (Rapport)
• I found out that I can provide better health care, nutrition, and even education for a child in Africa, South America, or Asia for the $38 per month by sponsoring a child through Compassion International. (Credibility)
• If I can do it, maybe you can too: (Bridge)

Thesis: Through a minimal donation each month, you can make the life of a child in the developing world much better.

Preview: In the next few minutes I would like to discuss the problem, the work of organizations that offer child sponsorships, how research shows they really do alleviate poverty, and what you can do to change the life of a child

I.        The problem is the continued existence and effects of poverty. (Need Step)

A.       Poverty is real and rampant in much of the world.

1.        According to a 2018 report of the Secretary General of the United Nations, 9.2% of the world lives on less than $1.90 per day.

a.       That is 600 million people on the planet.

2.       This number is supported by the World Poverty clock of the World Data Lab, which states that 8% of the world’s population lives in extreme poverty.

a.       The good news is that this number is one third of what it was in 1990, mostly due to the rising middle class in Asia. b.       The bad news is that 70% of the poor will live in Africa, with Nigeria labeled the “Poverty Capital of the World,” according to the Brookings Institute.

B.       Poverty means children do not get adequate health care.

1.        One prevalent but avoidable disease is malaria, which takes the lives of 3000 children every day, according to UNICEF. 2.       According to the World Health Organization, diarrheal diseases claimed 2.46 million lives in 2012 and is the second leading cause of death of children under 5.

C.      Poverty means children do not get adequate nutrition, as stated in a report from UNICEF.

1.        Inadequate nutrition leads to stunted growth. 2.       Undernutrition contributes to more than one third of all deaths in children under the age of five.

D.      Poverty means children are unlikely to reach adult age, according to the CIA World Fact Book quoted on the Infoplease website.

1.        Child mortality rate in Africa is 8.04% (percentage dying before age 5), while in North American is .64% 2.       Life expectancy in Sub-Saharan Africa is almost 30 years less than in the U.S.

E.       Poverty also means children are unlikely to receive education and be trained for profitable work.

1.        Nearly a billion people entered the 21st century unable to read a book or sign their names, states the Global Issues website on Poverty Facts. 2.       UNESCO, a part of the United Nations, reports that less than a third of adults in Sub-Saharan Africa have completed primary education.

Transition: Although in all respects poverty is better in 2019 than it has been in the past, poverty is still pervasive and needs to be addressed.

Fortunately, some great organizations have been addressing this for many years.

II.             Some humanitarian organizations address poverty directly through child sponsorships. (Satisfaction Step)

A.       These organizations vary in background but not in purpose. The following information is gleaned from each organization’s websites.

1.        Compassion International is faith-based, evangelical.

a.       Around since early 1950s, started in Korea. b.       Budget of $887 Million. c.       Serves 1.92 million babies, children, and young adults. d.      Works through local community centers and established churches.

2.       World Vision is faith-based, evangelical.

a.       Around since the 1950s. b.       Budget of far over $1 Billion. c.        60% goes to local community programs but more goes to global networks, so that 86% goes to services. d.      World Vision has more extensive services than child sponsorship, such as water purification and disaster relief. e.        Sponsors three million children across six continents

3.        Children International is secular.

a.       Around since 1936. b.       Budget of $125 Million. c.        88% of income goes directly to programs and children. d.       Sponsors children in ten countries on four continents e.        Sponsors X across X continents

4.        Save the Children is secular, through…

a.       One hundred years of history, began in post WWI Europe. b.       Budget of $880 Million. c.        87% goes to services. d.       Sponsors 134 million children in 120 countries, including 450,000 in U.S.

5.       There are other similar organizations, such as Child- Fund and PlanUSA.

B.       These organizations work directly with local community, on-site organizations.

1.        The children are involved in a program, such as after school. 2.       The children live with their parents and siblings. 3.       The sponsor’s donation goes for medicine, extra healthy, nutritious food, shoes for school, and other items. 4.        Sponsors can also help donate for birthdays and holidays to the whole family to buy food or farm animals.

Transition: Of course, any time we are donating money to an organization, we want to be sure our money is being effectively and ethnically used.

III.          This concern should be addressed in two ways: Is the money really helping, and are the organizations honest? (Continuation of Satisfaction Step)

A.       The organizations’ honesty can be investigated.

1.        You can check through Charity Navigator. 2.       You can check through the Better Business Bureau-Charity. 3.       You can check through Charity Watch. 4.       You can check through the organizations’ websites.

B.       Secondly, is sponsoring a child effective? Yes.

1.        According to Bruce Wydick, Professor of Economics at the University of San Francisco, child sponsorship is the fourth most effective strategy for addressing poverty, behind water purification, mosquito nets, and deworming treatments. 2.       Dr. Wydick and colleagues’ work has been published in the prestigious Journal of Political Economy from the University of Chicago. 3.       He states, “Two researchers and I recently carried out a study (sponsored by the U.S. Agency for International Development) on the long-term impacts of Compassion International’s child sponsorship program. The study, gathering data from over 10,000 individuals in six countries, found substantial impact on adult life outcomes for children who were sponsored through Compassion’s program during the 1980s and ’90s…In adulthood, formerly sponsored children were far more likely to complete secondary school and had a much higher chance of having a white-collar job. They married and had children later in life, were more likely to be church and community leaders, were less likely to live in a home with a dirt floor and more likely to live in a home with electricity.”

Transition: To this point I have spoke of global problems and big solutions. Now I want to bring it down to real life with one example.

IV.           I’d like to use my sponsored child, Ukwishaka in Rwanda, as an example of how you can. (Visualization Step)

A.       I have sponsored her for five years. B.       She is now ten years old. C.       She lives with two siblings and both parents. D.      She writes me, I write her back, and we share photos at least every two months. E.       The organization gives me reports on her project. F.       I hope one day to go visit her. G. I believe Ukwishaka now knows her life can be more, can be successful.

Transition: We have looked at the problem of childhood poverty and how reliable, stable nongovernmental organizations are addressing it through child sponsorships. Where does that leave you?

• Although I sponsor her through Compassion International, there are other organizations.
• First, do research.
• You don’t want to start and have to stop.
• Look for places you “waste” money during the month and could use it this way.
• Fewer snacks from the break room, fewer movies at the Cineplex, brown bag instead of eating out.
• Talk to a representative at the organization you like.
• Discuss it with your family.
• Write your child regularly.

Consider helping the family, or getting friends to help with extra gifts.

I.        In this speech, we have taken a look at the state of poverty for children on this planet, at organizations that are addressing it through child sponsorships, at the effectiveness of these programs, and what you can do.

II.      My goal today was not to get an emotional response, but a realistically compassionate one.

III.   You have probably heard this story before but it bears repeating. A little girl was walking with her mother on the beach, and the sand was covered with starfish. The little girl wanted to rescue them and send them back to the ocean and kept throwing them in. “It won’t matter, Honey,” said her mother. “You can’t get all of them back in the ocean.” “But it will matter to the ones that I do throw back,” the little girl answered.

IV.    We can’t sponsor every child, but we can one, maybe even two. As Forest Witcraft said, “What will matter in 100 years is that I made a difference in the life of a child.” Will you make a difference?

AGScientific. (2019). Top ten deadly diseases in the world. Retrieved from http://agscientific.com/blog/2016/04/top-10-deadly-diseases/

Compassion International. (2019). Financial integrity: The impact of our compassion. Retrieved from https://www.compassion.com/about/finan – cial.htm

Children’s International. (2019). Accountability. Retrieved from https:// www.children.org/learn-more/accountability

Global Issues. (2013, January 7 ). Poverty facts and stats. Retrieved from http://www.globalissues.org/article/26/poverty-facts-and-stats

Infoplease. (2019). What life expectancy really means. Retrieved form https://www.infoplease.com/world/health-and-social-statistics/life-ex pectancy-countries-0

Kharas, H., Hamel, K., & Hofer, M. (2018, Dec. 13). Rethinking global poverty reduction in 2019. Retrieved from https://www.brookings.edu/ blog/future-development/2018/12/13/rethinking-global-poverty-reduction-in-2019/

Roser, M. (2019). Child and infant mortality rates. Retrieved from https:// ourworldindata.org/child-mortality

Save the Children. (2019). Financial information. Retrieved from https:// www.savethechildren.org/us/about-us/financial-information

UNICEF. (2008). Tracking progress on child and maternal nutrition: A survival and development priority . Retrieved from https://www.unicef. org/publications/files/Tracking_Progress_on_Child_and_Maternal_Nutrition_EN_110309.pdf

UNICEF 2019. The reality of Malaria. Retrieved from https://www.unicef. org/health/files/health_africamalaria.pdf

United Nations. (2019). Poverty eradication. Retrieved from https://sustainabledevelopment.un.org/topics/povertyeradication

World Vision. (2019). Financial accountability. Retrieved from https:// www.worldvision.org/about-us/financial-accountability-2

Wydick, B., Glewwe, P., & Rutledge, L. (2013). Does international child sponsorship work? A six-country study of impacts on adult life out- comes. Journal of Political Economy, 121 (2), 393–436. https://doi. org/10.1086/670138

Wydick, B. (2012, Feb.). Cost-effective compassion. Christianity Today, 56 (2), 24-29.

Wydick, B. (2013). Want to change the world? Sponsor a child. Christianity Today, 57 (5), 20–27.

Exploring Public Speaking Copyright © by Edited by Nicolet College is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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16.8: Organizing Persuasive Messages

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• Sarah Stone Watt@Pepperdine University & Joshua Trey Barnett@Indiana University
• Millersville University via Public Speaking Project

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 organized according to the particular speech, and the following organizational patterns are used routinely for persuasive speeches.

Monroe’s Motivated Sequence

Monroe’s Motivated Sequence is an organizational pattern that attempts to convince the audience to respond to a need that is delineated in the speech (Monroe, 1949). Five separate steps characterize the Motivated Sequence organization style:

1. The attention step should get the audience’s attention as well as describe your goals and preview the speech.

2. The need step should provide a description of the problem as well as the consequences that may result if the problem goes unresolved. In this step, the speaker should also alert audience members to their role in mitigating the issue.

3. The satisfaction step is used to outline your solutions to the problems you have previously outlined as well as deal with any objections that may arise.

4. In the visualization step, audience members are asked to visualize what will happen if your solutions are implemented and what will happen if they do not come to fruition. Visualizations should be rich with detail.

5. The action appeal step should be used to make a direct appeal for action. In this step, you should describe precisely how the audience should react to your speech and how they should carry out these actions. As the final step, you should also offer a concluding comment. See Figure \(\PageIndex{1}\) to see this method of arrangement illustrated.

direct method pattern

If your goal is to convince your audience to adopt a particular idea, you might prefer the direct method pattern as a way of organizing your speech. This pattern consists of a claim and a list of reasons to support it. Every piece of support in the speech directly supports the central claim you wish to make. As Jaffe (2004) points out, “It’s a good pattern to use when listeners are apathetic or neutral, either mildly favoring or mildly opposing your claim” (p. 329). The outline for a speech on vegetarianism in Figure \(\PageIndex{2}\) provides three reasons that vegetarianism provides useful health benefits for people struggling with obesity.

History creates comprehensibility primarily by arranging facts meaningfully and only in a very limited sense by establishing strict causal connections. ~ Johan Huizinga

causal pattern

Similar to a problem-solution speech, which was covered in Chapter 8, a causal speech describes a general cause and a specific effect. In other words, a causal pattern first addresses some cause and then shares what effects resulted. A causal speech can be particularly effective when the speaker wants to convince their audience of the relationship between two things. With sound causal reasoning, a speech of this sort can be used to convince the audience of something they were previously opposed to believing.

As the example in Figure \(\PageIndex{3}\) illustrates, the basic components of the causal speech are the cause and the effect. Such an organizational style is useful when a speaker needs to share the results of a new program, discuss how one act led to another, or discuss the positive/negative outcomes of taking some action. Through this pattern, the speaker can convince audiences to adopt a new belief about a particular phenomenon.

refutation pattern

Sometimes an occasion will arise when your audience is already opposed to your argument. In this case, a refutation pattern can be engaged to persuade audience members that your side of the argument is better or more accurate. In a refutation speech, the speaker must anticipate the audience’s opposition, then bring attention to the tensions between the two sides, and finally refute them using evidential support. Refutation patterns are frequently seen in debates, where speakers are fundamentally opposed to one another’s arguments. Refutation generally happens through a set of four steps: (1) signaling the argument to which you are responding, (2) stating your own argument, (3) providing justification or evidence for your side of the argument, and (4) summarizing your response. An advocate of reusing as opposed to recycling might present the argument in Figure 16.4 to respond to someone who believes recycling is the best way to individually work on environmental stewardship. As this example illustrates, a refutation speech should clearly delineate where the audience is perceived to stand on an issue, why their view is in disagreement with the speaker’s, and why the audience should adopt the speaker’s position. Moreover, the speaker should be sure to highlight the importance of the debate, which will clue the audience into why they should spend their time listening to a speaker who clearly disagrees with them. An example of this pattern can be found on the next page in Figure \(\PageIndex{4}\).

Neither irony nor sarcasm is argument. ~ Samuel Butler

Figure \(\PageIndex{4}\). Sample Outline Refutation Pattern

6 Tips for Writing a Persuasive Speech (On Any Topic)

B y far, the best way to learn how to write speeches is to read the great ones, from Pericles’ Funeral Oration, to Dr. King’s Mountaintop speech, to Faulkner’s Nobel acceptance address. But if you’re looking for some quick tips, here are a few things to bear in mind next time you’re asked to give a speech:

1. Write like you talk. There is no First Law of Speechwriting, but if there were, it would probably be something like this: a speech is meant to be spoken, not read. That simple (and obvious) fact has a few important (and less obvious) implications. Use short words. Write short sentences. Avoid awkward constructions that might cause a speaker to stumble. Tip: Read the speech aloud as you’re writing. If you do it enough, you’ll start hearing the words when you type them.

2. Tell a story . I once wrote speeches for a governor whose aide told me: speechwriting is about slinging soundbites together. That approach is a recipe for writing neither good speeches nor good soundbites. Whenever we sat down to discuss a speech for the first time, President Obama would ask us: What’s the story we’re trying to tell? Like any good story, a speech has its own narrative arc. For the President, it’s usually a slow warm-up, a substantive middle, and an inspirational end. That’s his style. Tell your story in whatever way feels natural. Tip: A good story can be a lot more powerful than the most compelling facts and statistics.

3. Structure matters . It’s usually harder to figure out the right structure for a speech – the order of the points to make – than the words themselves. The order of those points matters because an argument that’s clear and logical is more likely to be persuasive. There is a reason that some of America’s greatest speechwriters – from Lincoln to JFK’s speechwriter Ted Sorensen to President Obama himself – studied the law, a profession that values the ability to make a logical argument. Tip: Lists (like this one) are one way to impose a structure on a speech.

4. Be concise. It is said that Woodrow Wilson once gave the following reply to a speaking request: “If you’d like me to speak for five minutes, I’ll need a month to prepare. If you’d like me to speak for 20 minutes, I’ll need two weeks. But if you’d like me to speak for an hour, I’m ready right now.” As Wilson knew, it’s harder to be concise than verbose. But the best way to make a point is concisely, as Churchill did when he announced during a wartime address: “The news from France is very bad.” Next time you think you can’t afford to cut that paragraph you love, remember: the Gettysburg Address, perhaps the greatest speech in American history, is fewer than 300 words. Tip: Challenge yourself to cut as many words as possible from each sentence without losing the line’s meaning.

5. Be authentic. If you’ve ever given a speech, you’ve probably been told, “Just speak from the heart.” It’s not very helpful writing advice, but that doesn’t mean it’s wrong. Once, when we were writing President Obama’s 2008 Democratic Convention address, we got stuck on a certain section of the speech. The President advised us: Think about the moment we’re in, think about what the country is going through, and write something that feels true. It was a helpful reminder to stop focusing on polls and soundbites and simply say something we believed in as simply as we could. Tip: Sharing a personal story can help you find your voice and build a connection with the audience.

6. Don’t just speak – say something. When Michelangelo was tasked with painting the Sistine Chapel, he considered it a thankless job. He would have much rather spent his time sculpting than painting. But he used the occasion to paint perhaps the most revered fresco in history. So, the next time you’re asked to speak, don’t just write a speech, write a great one. A speech’s greatness has as much to do with its values as anything else. No one remembers the speeches of segregationists, though there were no doubt eloquent preachers spewing hate in the days of Jim Crow. No one remembers Hitler’s speeches, though few would dispute his oratorical prowess. Of course, Hitler, like the segregationists, lost. But it’s also because hope will always be more compelling than hate. It’s no accident that the best-known, best-loved speech in history – the Sermon on the Mount – is an articulation of humanity’s highest ideals. Tip: Before sitting down to write, get inspired by reading great speeches from collections like William Safire’s “Lend Me Your Ears.”

Adam Frankel is VP, External Affairs at Andela . Previously, he was Special Assistant and Senior Speechwriter to President Barack Obama.

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17.6 Constructing a Persuasive Speech

In a sense, constructing your persuasive speech is the culmination of the skills you have learned already. In another sense, you are challenged to think somewhat differently. While the steps of analyzing your audience, formulating your purpose and central idea, applying evidence, considering ethics, framing the ideas in appropriate language, and then practicing delivery will of course apply, you will need to consider some expanded options about each of these steps.

Formulating a Proposition

As mentioned before, when thinking about a central idea statement in a persuasive speech, we use the terms “proposition” or claim. Persuasive speeches have one of four types of propositions or claims, which determine your overall approach. Before you move on, you need to determine what type of proposition you should have (based on the audience, context, issues involved in the topic, and assignment for the class).

Proposition of Fact

Speeches with this type of proposition attempt to establish the truth of a statement. The core of the proposition (or claim) is not whether something is morally right and wrong or what should be done about the topic, only that a statement is supported by evidence or not. These propositions are not facts such as “the chemical symbol for water is H20” or “Barack Obama won the presidency in 2008 with 53% of the vote.” Propositions or claims of fact are statements over which persons disagree and there is evidence on both sides, although probably more on one than the other. Some examples of propositions of fact are:

Converting to solar energy can save homeowners money. John F. Kennedy was assassinated by Lee Harvey Oswald working alone. Experiments using animals are essential to the development of many life-saving medical procedures. Climate change has been caused by human activity. Granting tuition tax credits to the parents of children who attend private schools will perpetuate educational inequality. Watching violence on television causes violent behavior in children. William Shakespeare did not write most of the plays attributed to him. John Doe committed the crime of which he is accused.

Notice that in none of these are any values—good or bad—mentioned. Perpetuating segregation is not portrayed as good or bad, only as an effect of a policy. Of course, most people view educational inequality negatively, just as they view life-saving medical procedures positively. But the point of these propositions is to prove with evidence the truth of a statement, not its inherent value or what the audience should do about it. In fact, in some propositions of fact no action response would even be possible, such as the proposition listed above that Lee Harvey Oswald acted alone in the assassination of President Kennedy.

Propositions of Definition

This is probably not one that you will use in your class, but it bears mentioning here because it is used in legal and scholarly arguments. Propositions of definitions argue that a word, phrase, or concept has a particular meaning. There are various ways to define words, such as by negation, operationalizing, and classification and division. It may be important for you to define your terms, especially if you have a value proposition. Lawyers, legislators, and scholars often write briefs, present speeches, or compose articles to define terms that are vital to defendants, citizens, or disciplines. We saw a proposition of definition defended in the Supreme Court’s 2015 decision to redefine marriage laws as applying to same-sex couples, based on arguments presented in court. Other examples might be:

The Second Amendment to the Constitution does not include possession of automatic weapons for private use. Alcoholism should be considered a disease because… The action committed by Mary Smith did not meet the standard for first-degree murder. Thomas Jefferson’s definition of inalienable rights did not include a right to privacy.

In each of these examples, the proposition is that the definition of these things (the Second Amendment, alcoholism, crime, and inalienable rights) needs to be changed or viewed differently, but the audience is not asked to change an attitude or action.

Propositions of Value

It is likely that you or some of your classmates will give speeches with propositions of value. When the proposition has a word such as “good,” “bad,” “best,” “worst,” “just,” “unjust,” “ethical,” “unethical,” “moral,” “immoral,” “beneficial,” “harmful,” “advantageous,” or “disadvantageous,” it is a proposition of value. Some examples include:

Hybrid cars are the best form of automobile transportation available today. Homeschooling is more beneficial for children than traditional schooling. The War in Iraq was not justified. Capital punishment is morally wrong. Mascots that involve Native American names, characters, and symbols are demeaning. A vegan diet is the healthiest one for adults.

Propositions of value require a first step: defining the “value” word. If a war is unjustified, what makes a war “just” or “justified” in the first place? That is a fairly philosophical question. What makes a form of transportation “best” or “better” than another? Isn’t that a matter of personal approach? For different people, “best” might mean “safest,” “least expensive,” “most environmentally responsible,” “stylish,” “powerful,” or “prestigious.” Obviously, in the case of the first proposition above, it means “environmentally responsible.” It would be the first job of the speaker, after introducing the speech and stating the proposition, to explain what “best form of automobile transportation” means. Then the proposition would be defended with separate arguments.

Propositions of Policy

These propositions are easy to identify because they almost always have the word “should” in them. These propositions call for a change in policy or practice (including those in a government, community, or school), or they can call for the audience to adopt a certain behavior. Speeches with propositions of policy can be those that call for passive acceptance and agreement from the audience and those that try to instigate the audience to action, to actually do something immediately or in the long-term.

Our state should require mandatory recertification of lawyers every ten years. The federal government should act to ensure clean water standards for all citizens. The federal government should not allow the use of technology to choose the sex of an unborn child. The state of Georgia should require drivers over the age of 75 to take a vision test and present a certificate of good health from a doctor before renewing their licenses. Wyeth Daniels should be the next governor of the state. Young people should monitor their blood pressure regularly to avoid health problems later in life.

As mentioned before, the proposition determines the approach to the speech, especially the organization. Also as mentioned earlier in this chapter, the exact phrasing of the proposition should be carefully done to be reasonable, positive, and appropriate for the context and audience. In the next section we will examine organizational factors for speeches with propositions of fact, value, and policy.

Organization Based on Type of Proposition

Organization for a proposition of fact.

If your proposition is one of fact, you will do best to use a topical organization. Essentially that means that you will have two to four discrete, separate arguments in support of the proposition. For example:

Proposition: Converting to solar energy can save homeowners money I. Solar energy can be economical to install.

A. The government awards grants.

B. The government gives tax credits.

II. Solar energy reduces power bills.

III. Solar energy requires less money for maintenance.

IV. S olar energy works when the power grid goes down.

Here is a first draft of another outline for a proposition of fact:

Proposition: Experiments using animals are essential to the development of many life-saving medical procedures.

• Research of the past shows many successes from animal experimentation.
• Research on humans is limited for ethical and legal reasons.
• Computer models for research have limitations.

However, these outlines are just preliminary drafts because preparing a speech of fact requires a great deal of research and understanding of the issues. A speech with a proposition of fact will almost always need an argument or section related to the “reservations,” refuting the arguments that the audience may be preparing in their minds, their mental dialogue. So the second example needs revision, such as:

I. The first argument in favor of animal experimentation is the record    of successful discoveries from animal research. II. A second reason to support animal experimentation is that research on humans is limited    for ethical and legal reasons. III. Animal experimentation is needed because computer models for    research have limitations. IV. Many people today have concerns about animal experimentation.    A. Some believe that all experimentation is equal.       1. There is experimentation for legitimate medical research.       2. There is experimentation for cosmetics or shampoos.    B. Others argue that the animals are mistreated.       1. There are protocols for the treatment of animals in experimentation.       2. Legitimate medical experimentation follows the protocols.    C. Some believe the persuasion of certain advocacy groups like PETA.       1. Many of the groups that protest animal experimentation have extreme views.       2. Some give untrue representations.

To complete this outline, along with introduction and conclusion, there would need to be quotations, statistics, and facts with sources provided to support both the pro-arguments in Main Points I-III and the refutation to the misconceptions about animal experimentation in Subpoints A-C under Point IV.

Organization for a Proposition of Value

A persuasive speech that incorporates a proposition of value will have a slightly different structure. As mentioned earlier, a proposition of value must first define the “value” word for clarity and provide a basis for the other arguments of the speech. The second or middle section would present the defense or “pro” arguments for the proposition based on the definition. The third section would include refutation of the counter arguments or “reservations.” The following outline draft shows a student trying to structure a speech with a value proposition. Keep in mind it is abbreviated for illustrative purposes, and thus incomplete as an example of what you would submit to your instructor, who will expect more detailed outlines for your speeches.

Proposition: Hybrid cars are the best form of automotive transportation available today. I. Automotive transportation that is best meets three standards. (Definition)    A. It is reliable and durable.    B. It is fuel efficient and thus cost efficient.    C. It is therefore environmentally responsible. II. Studies show that hybrid cars are durable and reliable. (Pro-Argument 1)    A. Hybrid cars have 99 problems per 100 cars versus 133 problem per 100 conventional    cars, according to TrueDelta, a car analysis website much like Consumer Reports.    B. J.D. Powers reports hybrids also experience 11 fewer engine and transmission issues    than gas-powered vehicles, per 100 vehicles. III. Hybrid cars are fuel-efficient. (Pro-Argument 2)    A. The Toyota Prius gets 48 mpg on the highway and 51 mpg in the city.    B. The Ford Fusion hybrid gets 47 mpg in the city and in the country. IV. Hybrid cars are environmentally responsible. (Pro-Argument 3)    A. They only emit 51.6 gallons of carbon dioxide every 100 miles.    B. Conventional cars emit 74.9 gallons of carbon dioxide every 100 miles.    C. The hybrid produces 69% of the harmful gas exhaust that a conventional car does. V. Of course, hybrid cars are relatively new to the market and some have questions about them. (Reservations)    A. Don’t the batteries wear out and aren’t they expensive to replace?       1. Evidence to address this misconception.       2. Evidence to address this misconception.    B. Aren’t hybrid cars only good for certain types of driving and drivers?       1. Evidence to address this misconception.       2. Evidence to address this misconception.    C. Aren’t electric cars better?       1. Evidence to address this misconception.       2. Evidence to address this misconception.

Organization for a Proposition of Policy

The most common type of outline organizations for speeches with propositions of policy is problem-solution or problem-cause-solution. Typically we do not feel any motivation to change unless we are convinced that some harm, problem, need, or deficiency exists, and even more, that it affects us personally. As the saying goes, “If it ain’t broke, why fix it?” As mentioned before, some policy speeches look for passive agreement or acceptance of the proposition. Some instructors call this type of policy speech a “think” speech since the persuasion is just about changing the way your audience thinks about a policy.

On the other hand, other policy speeches seek to move the audience to do something to change a situation or to get involved in a cause, and these are sometimes called a “do” speech since the audience is asked to do something. This second type of policy speech (the “do” speech) is sometimes called a “speech to actuate.” Although a simple problem-solution organization with only two main points is permissible for a speech of actuation, you will probably do well to utilize the more detailed format called Monroe’s Motivated Sequence.

This format, designed by Alan Monroe (1951), who wrote a popular speaking textbook for many years, is based on John Dewey’s reflective thinking process. It seeks to go in-depth with the many questions an audience would have in the process of listening to a persuasive speech. Monroe’s Motivated Sequence involves five steps, which should not be confused with the main points of the outline. Some steps in Monroe’s Motivated Sequence may take two points.

Monroe’s Motivated Sequence

• Attention . This is the introduction, where the speaker brings attention to the importance of the topic as well as his or her own credibility and connection to the topic. This step will include the thesis and preview. More specifically, sub steps under “Attention” are: the attention getter,  the orientation (which includes background information, self introduction, and thesis), the establishment of credibility, and the preview statement. The attention getter should be just that, a statement that pulls the audience into the presentation and makes them want to listen. The orientation serves to establish the topic and tone of the presentation.  It includes any relevant background information, a self introduction, and a thesis statement.  Establishing credibility can be done verbally or nonverbally. If  the speaker has specific credentials or experience with the topic, they should tell the audience about it in the introduction.  If they do not have specific credentials, speakers may establish credibility by dressing nice, making good eye contact, properly citing sources, and demonstrating confidence. The preview statement is the roadmap for the presentation. The preview will indicate the problem, that it has negative impacts, and the speaker has a solution.  It is not recommended for speakers to give away the solution in most cases in the preview statement.  Usually it’s best to let the curiosity build in the audience and introduce it for the first time in the Satisfaction step.
• Need . Here, the problem is defined and established with evidence.  It is important to make the audience see the severity of the problem, and how it affects them, their family, or their community. The harm or need can be physical, financial, psychological, legal, emotional, educational, social, or a combination. Specific sub steps for “Need” are: problem statement, illustration, ramifications (side effects), pointing, and establishing clear criteria (features that should be in an acceptable solution). The problem statement should be a direct statement that focuses on a specific concern or problem that exists. The illustration is a real life instance of the problem’s existence. Ramifications are the side effects and harms of the problem. Ramifications may be a variety of supporting materials that underscore the significance of the problem and its effects. Pointing is a clear, direct statement that draws a clear connection between the audience and the topic. As obvious as it may be, speakers need to explicitly tell the audience why they should care about this problem. Establishing criteria is a persuasive tactic. Speakers outline a few vital features that must be in a solution in order for it to be effective. The speaker does not give away the solution yet, but outlines criteria that a good solution should meet.
• Satisfaction . A need calls for satisfaction in the same way a problem requires a solution. Not only does the speaker present the solution and describe it, but they must also defend that it works and will address the causes of the problem as well as the symptoms. Sub steps required for “Satisfaction” are: solution statement, explanation, theoretical demonstration, practical experience, and meeting objections. The solution statement is when the solution or advocated behavior is introduced. The explanation will detail the solution and how it will work. The theoretical demonstration shows or explains how the solution meets the criteria from the Need step or has the necessary features.  Practical experience presents an opportunity to show where the solution has proven successful. This may be in the form of a success story or specific instance where the solution made a difference.  Meeting objections gives speakers an opportunity to respond to the potential reservations the audience may ben thinking while listening.  It gives the speaker an opportunity to acknowledge what critics might be thinking and refute those concerns.
• Visualization . This step looks to the future either positively or negatively. The speaker creates a hypothetical scenario that places each audience member in their own future. If positive, the benefits from enacting or choosing the solution are shown. If negative, the disadvantages of not doing anything to solve the problem are shown. There may be times when it is acceptable to skip this step, especially if time is limited. If a speaker wishes to use both positive and negative scenarios, it is known as the method of contrast. The purpose of visualization is to motivate the audience by revealing future benefits or through fear appeals by showing future harms. The conditions in this situation should be probable and must be a personalized scenario for the audience members. This step requires imagery and vivid language.
• Action .  The action step serves as the conclusion. In the action step, the goal is to give specific steps for the audience to take as soon as possible to move toward solving the problem. Whereas the satisfaction step explains the solution overall, the action step gives concrete, individual ways to begin making the solution happen.  The sub steps of the “Action” step are: brakelight, summary, challenge/appeal, and note of finality. The brake light is the indication that a speaker is nearing the end.  It is usually demonstrated by phrases like, “In conclusion,…” or “In summary,…” The summary statement should be a restatement of the preview statement, but in past tense.  Instead of being vague about the solution, it is emphasized in the summary statement. The challenge or appeal is why this step is called Action. Speakers tell the audience what they should do individually as a result of hearing the speech. The note of finality serves as a strong closing statement.  It leaves the audience reflecting on the presentation.

The more concrete you can make the action step, the better. Research shows that people are more likely to act if they know how accessible the action can be. For example, if you want students to be vaccinated against the chicken pox virus (which can cause a serious disease called shingles in adults), you can give them directions to and hours for a clinic or health center where vaccinations at a free or discounted price can be obtained.

In some cases for speeches of policy, no huge problem needs solving. Or, there is a problem, but the audience already knows about it and is convinced that the problem exists and is important. In those cases, a format called “comparative advantages” is used, which focuses on how one possible solution is better than other possible ones. The organizational pattern for this kind of proposition might be topical:

I. This policy is better because… II. This policy is better because… III. This policy is better because…

If this sounds a little like a commercial that is because advertisements often use comparative advantages to show that one product is better than another. Here is an example:

Proposition : Owning the Barnes and Noble Nook is more advantageous than owning the Amazon Kindle. I. The Nook allows owners to trade and loan books to other owners or people who have downloaded the Nook software, while the Kindle does not. II. The Nook has a color-touch screen, while the Kindle’s screen is black and grey and non-interactive. III. The Nook’s memory can be expanded through microSD, while the Kindle’s memory cannot be upgraded.

Building Upon Your Persuasive Speech’s Arguments

Once you have constructed the key arguments and order of points (remembering that if you use topical order, to put your strongest or most persuasive point last), it is time to be sure your points are well supported. In a persuasive speech, there are some things to consider about evidence.

First, your evidence should be from sources that the audience will find credible. If you can find the same essential information from two sources but know that the audience will find the information more credible from one source than another, use and cite the information from the more credible one. For example, if you find the same statistical data on Wikipedia and the U.S. Department of Labor’s website, cite the U.S. Department of Labor (your instructor will probably not accept the Wikipedia site anyway). Audiences also accept information from sources they consider unbiased or indifferent. Gallup polls, for example, have been considered reliable sources of survey data because unlike some organizations, Gallup does not have a cause (political or otherwise) it is supporting.

Secondly, your evidence should be new to the audience. In other words, the best evidence is that which is from credible sources and the audience has not heard before (Reinard, 1988; McCroskey, 1969). If they have heard it before and discounted it, they will not consider your argument well supported. An example is telling people who smoke that smoking will cause lung cancer. Everyone in the U.S. has heard that thousands of times, but 14% of the population still smokes, which is about one in seven (Centers for Disease Control and Prevention, 2017)). Many of those who smoke have not heard the information that really motivates them to quit yet, and of course quitting is very difficult. Additionally, new evidence is more attention-getting, and you will appear more credible if you tell the audience something new (as long as you cite it well) than if you use the “same old, same old” evidence they have heard before.

Third, in order to be effective and ethical, your supporting evidence should be relevant and not used out of context, and fourth, it should be timely and not out of date.

After choosing the evidence and apportioning it to the correct parts of the speech, you will want to consider use of metaphors, quotations, rhetorical devices, and narratives that will enhance the language and “listenability” of your speech. Narratives are especially good for introduction and conclusions, to get attention and to leave the audience with something dramatic. You might refer to the narrative in the introduction again in the conclusion to give the speech a sense of finality.

Next you will want to decide if you should use any type of presentation aid for the speech. The decision to use visuals such as PowerPoint slides or a video clip in a persuasive speech should take into consideration the effect of the visuals on the audience and the time allotted for the speech (as well as your instructor’s specifications). The charts, graphs, or photographs you use should be focused and credibly done.

One of your authors remembers a speech by a student about using seat belts (which is, by the way, an overdone topic). What made the speech effective in this case were photographs of two totaled cars, both of which the student had been driving when they crashed. The devastation of the wrecks and his ability to stand before us and give the speech because he had worn his seat belt was effective (although it didn’t say much for his driving ability). If you wanted an audience to donate to disaster relief after an earthquake in a foreign country, a few photographs of the destruction would be effective, and perhaps a map of the area would be helpful. But in this case, less is more. Too many visual aids will likely distract from your overall speech claim.

Finally, since you’ve already had experience in class giving at least one major speech prior to this one, your delivery for the persuasive speech should be especially strong. Since delivery does affect credibility (Burgoon, Birk, & Pfau, 1990), you want to be able to connect visually as you make your appeals. You want to be physically involved and have vocal variety when you tell dramatic narratives that emphasize the human angle on your topic. If you do use presentation slides, you want them to work in seamlessly, using black screens when the visuals are not necessary.

Your persuasive speech in class, as well as in real life, is an opportunity to share a passion or cause that you believe will matter to society and help the audience live a better life. Even if you are initially uncomfortable with the idea of persuasion, we use it all the time in different ways. Choose your topic based on your own commitment and experience, look for quality evidence, craft your proposition so that it will be clear and audience appropriate, and put the finishing touches on it with an eye toward enhancing your logos, ethos, and pathos.

organizational pattern used for persuasive speeches involving five steps: attention, need, satisfaction, visualization, and action

Introduction to Speech Communication Copyright © 2021 by Individual authors retain copyright of their work. is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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5 Tips for Giving a Persuasive Presentation

When you need to sell an idea at work or in a presentation, how do you do it? Five rhetorical devices can help — Aristotle identified them 2,000 years ago, and masters of persuasion still use them today: Ethos. Start your talk by establishing your credibility and character. Show your audience that you are committed […]

When you need to sell an idea at work or in a presentation, how do you do it? Five rhetorical devices can help — Aristotle identified them 2,000 years ago, and masters of persuasion still use them today:

Source: This tip is adapted from “The Art of Persuasion Hasn’t Changed in 2,000 Years,” by Carmine Gallo

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How to Write an Introduction for a Persuasive Speech

Last Updated: October 2, 2023 Fact Checked

This article was co-authored by Gale McCreary and by wikiHow staff writer, Kyle Hall . Gale McCreary is the Founder and Chief Coordinator of SpeechStory, a nonprofit organization focused on improving communication skills in youth. She was previously a Silicon Valley CEO and President of a Toastmasters International chapter. She has been recognized as Santa Barbara Entrepreneurial Woman of the Year and received Congressional recognition for providing a Family-Friendly work environment. She has a BS in Biology from Stanford University. There are 8 references cited in this article, which can be found at the bottom of the page. This article has been fact-checked, ensuring the accuracy of any cited facts and confirming the authority of its sources. This article has been viewed 152,450 times.

A persuasive speech is meant to convince an audience to agree with your point of view or argument relating to a specific topic. While the body of your persuasive speech is where the bulk of your argument will go, it’s important that you don’t overlook the introduction. A good introduction will capture your audience’s attention, which is crucial if you want to persuade them. Fortunately, there are some simple rules you can follow that will make the introduction to your persuasive essay more engaging and memorable.

Organizing Your Introduction

• For example, if your speech is about sleep deprivation in the workplace, you could start with something like “Workplace accidents and mistakes related to sleep deprivation cost companies $31 billion every single year.”
• Or, if your speech is about animal rights, you could open with a quote like “The English philosopher Jeremy Bentham once said, ‘The question is not, Can they reason? Nor, Can they talk? But, Can they suffer?’”
• For a speech about unpaid internships, you could start with a relevant anecdote like “In 2018, Tiffany Green got her dream internship, unpaid, working for a rental company. Unfortunately, a few months later Tiffany returned home from work to find an eviction notice on the door of her apartment, owned by that same rental company, because she was unable to pay her rent.

• For example, your thesis statement could look something like “Today, I’m going to talk to you about why medical marijuana should be legalized in all 50 states, and I’ll explain why that would improve the lives of average Americans and boost the economy.”

• For example, if you’re a marine biologist who’s writing a persuasive speech about ocean acidification, you could write something like “I’ve studied the effects of ocean acidification on local marine ecosystems for over a decade now, and what I’ve found is staggering.”
• Or, if you’re not an expert on your topic, you could include something like “Earlier this year, renowned marine biologist Ayana Elizabeth Johnson published a decade-long study on the acidification of our oceans, and what she found is deeply concerning.”

• For example, you could sum up your conclusion by writing something like, “To show you that a shorter work week would benefit not only employees but also their employers, first I will touch on the history of the modern average work week. Then, I’ll discuss the mental and physical toll that a long work week can take on a person. Finally, I’ll wrap up by going over fairer, better systems that we as a society could implement.”

• For example, if you time yourself giving your speech (introduction included) and it takes you 5 minutes, your introduction should only take up about 45 seconds of your speech.
• However, if you were giving a speech that’s 20 minutes long, your introduction should be around 3 minutes.
• On average, you’ll want about 150 words for every 1 minute you need to speak for. For example, if your introduction should be 2 minutes, you’d want to write around 300 words.

Tip: If you know how long your speech is going to be before you write it, make the first draft of your introduction the right length so you don’t have to add or delete a lot later.

Polishing Your Writing

• To make your writing more conversational, try to use brief sentences, and avoid including jargon unless you need it to make your point.
• Using contractions, like “I’ll” instead of “I will,” “wouldn’t” instead of “would not,” and “they’re” instead of “they are,” can help make your writing sound more conversational.

Tip: An easy way to make your writing more concise is to start your sentences with the subject. Also, try to limit the number of adverbs and adjectives you use.

• For example, if your audience will be made up of the other students in your college class, including a pop culture reference in your introduction might be an effective way to grab their attention and help them relate to your topic. However, if you’re giving your speech in a more formal setting, a pop culture reference might fall flat.

• For example, you could write something like, “I know a lot of you may strongly disagree with me on this. However, I think if you give me a chance and hear me out, we might end up finding some common ground.”
• Or, you could include a question like “How many of you here tonight have ever come across plastic that's washed up on the beach?” Then, you can have audience members raise their hands.

• You can even record yourself reading your introduction to get a sense of how you'll look delivering the opening of your speech.

Example Introduction for a Persuasive Speech

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• ↑ https://open.lib.umn.edu/communication/chapter/11-2-persuasive-speaking/
• ↑ https://2012books.lardbucket.org/books/public-speaking-practice-and-ethics/s12-introductions-matter-how-to-be.html
• ↑ https://www.middlesex.mass.edu/ace/downloads/tipsheets/persvsargu.pdf
• ↑ https://www.speechanddebate.org/wp-content/uploads/Tips-for-Writing-a-Persuasive-Speech.pdf
• ↑ https://open.lib.umn.edu/publicspeaking/chapter/14-1-four-methods-of-delivery/
• ↑ https://owl.purdue.edu/owl/general_writing/academic_writing/essay_writing/argumentative_essays.html
• ↑ https://www.gvsu.edu/speechlab/connecting-with-the-audience-26.htm
• ↑ https://www.gvsu.edu/speechlab/practicing-presentations-33.htm

About This Article

To write an introduction for a persuasive speech, start with a hook that will grab your audience's attention, like a surprising statistic or meaningful quote. Then, introduce your thesis statement, which should explain what you are arguing for and why. From here, you'll need to demonstrate the credibility of your argument if you want your audience to believe what you're saying. Depending on if you are an expert or not, you should either share your personal credentials or reference papers and studies by experts in the field that legitimize your argument. Finally, conclude with a brief preview of the main points you'll cover in your speech, so your audience knows what to expect and can follow along more easily. For more tips from our co-author, including how to polish your introduction, read on! Did this summary help you? Yes No

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Article • 8 min read

Monroe's Motivated Sequence

Perfecting the call to act.

By the Mind Tools Content Team

Is persuasion a gift? Are some people born with the ability to speak well and "sell" their ideas successfully?

It sure seems that way when you're wowed by a motivational speaker, or galvanized into action by a thought-provoking presentation.

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.

While there are certainly those who seem to inspire and deliver memorable speeches effortlessly, the rest of us can learn how to give effective presentations, too. In this article, 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: The Five Steps

Alan H. Monroe, a Purdue University professor, used the psychology of persuasion to develop an outline for making speeches that will deliver results, and wrote about it in his book Monroe's Principles of Speech . It's now known as Monroe's Motivated Sequence.

This is a well-used and time-proven method to organize presentations for maximum impact. You can use it for a variety of situations to create and arrange the components of any message. The steps are explained below:

Step One: Get Attention

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

This step doesn't replace your introduction – it's part of your introduction. In your opening, you should also establish your credibility (see The Rhetorical Triangle for tips), state your purpose, and let the audience know what to expect. Delivering Great Presentations provides a strong foundation for building the steps in Monroe's Motivated Sequence.

Lets use the example of a half-day seminar on safety in the workplace. Your attention step might be as follows.

Step Two: Establish the Need

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.

• Use statistics to back up your statements.
• Talk about the consequences of maintaining the status quo 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.

Step Three: Satisfy the Need

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. In this section:

• 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.
• Summarize your information from time to time as you speak.
• Use examples, testimonials, and statistics to prove the effectiveness of your solution.
• Prepare counterarguments to anticipated objections.

Step Four: Visualize the Future

Describe what the situation will look like if the audience does nothing. The more realistic and detailed the vision, the better it will create the desire to do what you recommend. 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.

You can use three methods to help the audience share your vision:

• Positive method – Describe what the situation will look like if your ideas are adopted. Emphasize the positive aspects.
• Negative method – Describe what the situation will look like if your ideas are rejected. Focus on the dangers and difficulties caused by not acting.
• Contrast method – Develop the negative picture first, and then reveal what could happen if your ideas are accepted.

Step Five: Action/Actualization

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.

Don't overwhelm them with too much information or too many expectations, and be sure to give them options to increase their sense of ownership of the solution. 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.

For some of us, persuasive arguments and motivational speaking come naturally. The rest of us may try to avoid speeches and presentations, fearing that our message won't be well received.

But Monroe's Motivated Sequence can help you to improve the quality of your message, and create a call of action that has real impact.

The model includes five key steps:

• Get attention.
• Establish the need.
• Satisfy the need.
• Visualize the future.
• Action/Actualization.

It's a straightforward formula for success that's been used time and again. Try it for your next presentation, and you'll no doubt be impressed with the results!

Monroe, A. (1951). ' Monroe's Principles of Speech (Revised Brief Edition) ,' Scott, Foreman and Company.

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Nathanial Glockania

Ay bruh facts ima use this to convince the bank to gimme some money on the down low, thanks for the advice lil bro

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How to Use persuasive in a Sentence

• We weren't shown any persuasive evidence that he had committed the crime.

Some of these examples are programmatically compiled from various online sources to illustrate current usage of the word 'persuasive.' Any opinions expressed in the examples do not represent those of Merriam-Webster or its editors. Send us feedback about these examples.

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14.5 Constructing a Persuasive Speech

In a sense, constructing your persuasive speech is the culmination of the skills you have learned already. In another sense, you are challenged to think somewhat differently. While the steps of analyzing your audience, formulating your purpose and central idea, applying evidence, considering ethics, framing the ideas using appropriate language, and then practicing delivery will of course apply, you will need to consider some expanded options about each of these steps.

Formulating a Proposition

As mentioned before, when thinking about a central idea statement in a persuasive speech, we use the terms “proposition” or claim. Persuasive speeches have one of four types of propositions or claims, which determine your overall approach. Before you move on, you need to determine what type of proposition you should have (based on the audience, context, issues involved in the topic, and assignment for the class).

Proposition of Fact

Speeches with this type of proposition attempt to establish the truth of a statement. The core of the proposition (or claim) is not whether something is morally right and wrong or what should be done about the topic, only that a statement is supported by evidence or not. These propositions are not facts such as “the chemical symbol for water is H20” or “Barack Obama won the presidency in 2008 with 53% of the vote.” Propositions or claims of fact are statements over which persons disagree and there is evidence on both sides, although probably more on one than the other. Some examples of propositions of fact are:

Converting to solar energy can save homeowners money.

John F. Kennedy was assassinated by Lee Harvey Oswald working alone.

Experiments using animals are essential to the development of many life-saving medical procedures.

Climate change has been caused by human activity.

Granting tuition tax credits to the parents of children who attend private schools will perpetuate educational inequality.

Watching violence on television causes violent behavior in children.

William Shakespeare did not write most of the plays attributed to him.

John Doe committed the crime of which he is accused.

Notice that in none of these are any values—good or bad—mentioned. Perpetuating segregation is not portrayed as good or bad, only as an effect of a policy. Of course, most people view educational inequality negatively, just as they view life-saving medical procedures positively. But the point of these propositions is to prove with evidence the truth of a statement, not its inherent value or what the audience should do about it. In fact, in some propositions of fact no action response would even be possible, such as the proposition listed above that Lee Harvey Oswald acted alone in the assassination of President Kennedy.

Propositions of Definition

This is probably not one that you will use in your class, but it bears mentioning here because it is used in legal and scholarly arguments. Propositions of definitions argue that a word, phrase, or concept has a particular meaning. There are various ways to define words, such as by negation, operationalizing, and classification and division. It may be important for you to define your terms, especially if you have a value proposition. Lawyers, legislators, and scholars often write briefs, present speeches, or compose articles to define terms that are vital to defendants, citizens, or disciplines. We saw a proposition of definition defended in the Supreme Court’s 2015 decision to redefine marriage laws as applying to same-sex couples, based on arguments presented in court. Other examples might be:

The Second Amendment to the Constitution does not include possession of automatic weapons for private use.

Alcoholism should be considered a disease because…

The action committed by Mary Smith did not meet the standard for first-degree murder.

Thomas Jefferson’s definition of inalienable rights did not include a right to privacy.

In each of these examples, the proposition is that the definition of these things (the Second Amendment, alcoholism, crime, and inalienable rights) needs to be changed or viewed differently, but the audience is not asked to change an attitude or action.

Propositions of Value

It is likely that you or some of your classmates will give speeches with propositions of value. When the proposition has a word such as “good,” “bad,” “best,” “worst,” “just,” “unjust,” “ethical,” “unethical,” “moral,” “immoral,” “beneficial,” “harmful,” “advantageous,” or “disadvantageous,” it is a proposition of value. Some examples include

Hybrid cars are the best form of automobile transportation available today.

Homeschooling is more beneficial for children than traditional schooling.

The War in Iraq was not justified.

Capital punishment is morally wrong.

Mascots that involve Native American names, characters, and symbols are demeaning.

A vegan diet is the healthiest one for adults.

Propositions of value require a first step: defining the “value” word. If a war is unjustified, what makes a war “just” or “justified” in the first place? That is a fairly philosophical question. What makes a form of transportation “best” or “better” than another? Isn’t that a matter of personal approach? For different people, “best” might mean “safest,” “least expensive,” “most environmentally responsible,” “stylish,” “powerful,” or “prestigious.” Obviously, in the case of the first proposition above, it means “environmentally responsible.” It would be the first job of the speaker, after introducing the speech and stating the proposition, to explain what “best form of automobile transportation” means. Then the proposition would be defended with separate arguments.

Propositions of Policy

These propositions are easy to identify because they almost always have the word “should” in them. These propositions call for a change in policy or practice (including those in a government, community, or school), or they can call for the audience to adopt a certain behavior. Speeches with propositions of policy can be those that call for passive acceptance and agreement from the audience and those that try to instigate the audience to action, to actually do something immediately or in the long-term.

Our state should require mandatory recertification of lawyers every ten years.

The federal government should act to ensure clean water standards for all citizens.

The federal government should not allow the use of technology to choose the sex of a fetus.

The state of Georgia should require drivers over the age of 75 to take a vision test and present a certificate of good health from a doctor before renewing their licenses.

Wyeth Daniels should be the next governor of the state.

Young people should monitor their blood pressure regularly to avoid health problems later in life.

As mentioned before, the proposition determines the approach to the speech, especially the organization. Also as mentioned earlier in this chapter, the exact phrasing of the proposition should be carefully done to be reasonable, positive, and appropriate for the context and audience. In the next section, we will examine organizational factors for speeches with propositions of fact, value, and policy.

Organization Based on Type of Proposition

Organization for a proposition of fact.

If your proposition is one of fact, you will do best to use a topical organization. Essentially that means that you will have two to four discrete, separate arguments in support of the proposition. For example:

Proposition: Converting to solar energy can save homeowners money

1. Solar energy can be economical to install.

A. The government awards grants.

B. The government gives tax credits.

2. Solar energy reduces power bills.

3. Solar energy requires less money for maintenance.

4. Solar energy works when the power grid goes down.

Here is a first draft of another outline for a proposition of fact:

Proposition: Experiments using animals are essential to the development of many life-saving medical procedures.

• Research of the past shows many successes from animal experimentation.
• Research on humans is limited for ethical and legal reasons.
• Computer models for research have limitations.

However, these outlines are just preliminary drafts because preparing a speech of fact requires a great deal of research and understanding of the issues. A speech with a proposition of fact will almost always need an argument or section related to the “reservations,” refuting the arguments that the audience may be preparing in their minds, their mental dialogue. So the second example needs revision, such as

1. The first argument in favor of animal experimentation is the record of successful discoveries from animal research.

2. A second reason to support animal experimentation is that research on humans is limited for ethical and legal reasons and computer models for research have limitations. 

3. Many people today have concerns about animal experimentation. 

A. Some believe that all experimentation is equal, that experimenting on animals is no different than experimenting on people. 

B. Others argue that the animals are mistreated.

C. While some animal experimentation is conducted for legitimate medical research, other animal experimentation is conducted to test cosmetics or shampoos.

D. Some believe the persuasion of certain advocacy groups like PETA.

4. However, some of these objections to animal experimentation are unfounded. 

A. There are protocols for the treatment of animals in experimentation.

i. Legitimate medical experimentation follows the protocols. 

B. Many of the groups that protest animal experimentation have extreme views. 

i. Some of these groups give untrue representations of animal experimentation

The completed outline would include quotations, statistics, and facts from reliable sources that support arguments for the proposition as well as refute any misconceptions.

Organization for a Proposition of Value

A persuasive speech that incorporates a proposition of value will have a slightly different structure. As mentioned earlier, a proposition of value must first define the “value” word for clarity and provide a basis for the other arguments of the speech. The second or middle section would present the defense or “pro” arguments for the proposition based on the definition. The third section would include refutation of the counter arguments or “reservations.” The following outline draft shows a student trying to structure a speech with a value proposition. Keep in mind it is abbreviated for illustrative purposes, and thus incomplete as an example of what you would submit to your instructor, who will expect more detailed outlines for your speeches.

Proposition: Hybrid cars are the best form of automotive transportation available today.

I. Automotive transportation that is best meets three standards. (Definition)

A. It is reliable and durable.

B. It is fuel efficient and thus cost efficient.

C. It is therefore environmentally responsible.

II. Studies show that hybrid cars are durable and reliable. (Pro-Argument 1)

A. Hybrid cars have 99 problems per 100 cars versus 133 problems per 100 conventional cars, according to TrueDelta, a car analysis website much like Consumer Reports.

B. J.D. Powers reports hybrids also experience 11 fewer engine and transmission issues than gas-powered vehicles, per 100 vehicles.

III. Hybrid cars are fuel-efficient. (Pro-Argument 2)

A. The Toyota Prius gets 48 mpg on the highway and 51 mpg in the city.

B. The Ford Fusion hybrid gets 47 mpg in the city and in the country.

• Hybrid cars are environmentally responsible. (Pro-Argument 3)

A. They only emit 51.6 gallons of carbon dioxide every 100 miles.

B. Conventional cars emit 74.9 gallons of carbon dioxide every 100 miles.

C. The hybrid produces 69% of the harmful gas exhaust that a conventional car does.

V. Of course, hybrid cars are relatively new to the market and some have questions about them. (Reservations)

A. Don’t the batteries wear out and aren’t they expensive to replace?

1. Evidence to address this misconception.

2. Evidence to address this misconception.

B. Aren’t hybrid cars only good for certain types of driving and drivers?

C. Aren’t electric cars better?

Organization for a Proposition of Policy

The most common type of outline organizations for speeches with propositions of policy is problem-solution or problem-cause-solution. Typically we do not feel any motivation to change unless we are convinced that some harm, problem, need, or deficiency exists, and even more, that it affects us personally. As the saying goes, “If it ain’t broke, why fix it?” As mentioned before, some policy speeches look for passive agreement or acceptance of the proposition. Some instructors call this type of policy speech a “think” speech since the persuasion is just about changing the way your audience thinks about a policy.

On the other hand, other policy speeches seek to move the audience to do something to change a situation or to get involved in a cause, and these are sometimes called a “do” speech since the audience is asked to do something. This second type of policy speech (the “do” speech) is sometimes called a “speech to actuate.” Although a simple problem-solution organization with only two main points is permissible for a speech of actuation, you will probably do well to utilize the more detailed format called Monroe’s Motivated Sequence.

This format, designed by Alan Monroe (1951), who wrote a popular speaking textbook for many years, is based on John Dewey’s reflective thinking process. It seeks to go in-depth with the many questions an audience would have in the process of listening to a persuasive speech. Monroe’s Motivated Sequence involves five steps, which should not be confused with the main points of the outline. Some steps in Monroe’s Motivated Sequence may take two points.

Monroe’s Motivated Sequence

• Attention . This is the introduction, where the speaker brings attention to the importance of the topic as well as his or her own credibility and connection to it. This step will include the thesis of the speaker’s argument. The Attention step consists of four elements in the following order: the Attention-Getter, Orientation, Establishment of Credibility, and the Preview Statement. The Attention-Getter is a statement that pulls the audience into the presentation and makes them want to listen. Orientation establishes the presentation’s topic and tone, which it does through elements that introduce the speaker, present any relevant background information, and establish the speech’s thesis. The speaker can Establish Credibility both verbally and through body language and wardrobe. Speakers can Establish Credibility verbally by sharing with the audience any credentials or experience with the topic they might have. All speakers, regardless of credentials, should Establish Credibility non-verbally by dressing professionally, making consistent eye contact with the audience, properly citing sources, and demonstrating confidence. The Preview Statement is the roadmap for the entire presentation: it briefly introduces the problem and its negative impacts while hinting at the speaker’s solution.  Do not, however, give away the solution in the Preview Statement. Usually, it’s best to let the curiosity build in the audience and introduce it for the first time in the Satisfaction step.
• Need . Here the problem is defined and established with evidence that will show the audience the severity of the problem as well as how it affects them, their families, and/or their communities. The harm or need can be physical, financial, psychological, legal, emotional, educational, social, or a combination. Specific elements of Need are the Problem Statement, Illustration of the Problem, Ramifications (side effects) of the Problem, Pointing, and Clear Criteria for an acceptable solution. The Problem Statement is a direct statement focusing on the specific problem or concern. The Problem Statement is supported by an Illustration, a real-life instance of the problem’s existence, and Ramifications, the side effects and harms of the problem. Ramifications might be supported with a variety of materials that underscore the gravity of the problem and its effects. Pointing is a direct statement drawing a clear connection between the audience and the problem. Pointing explicitly tells the audience why they should care about the problem. Speakers complete the Need step by establishing Clear Criteria that outline the vital features for a solution to be effective without giving away the solution yet.
• Satisfaction . Satisfaction presents the solution to the problem described in Need, as well as explains how the solution works by addressing the causes and symptoms of the problem. Satisfaction includes the Solution Statement, Explanation, Theoretical Demonstration, Practical Experience, and Meeting of Objections. The Solution Statement introduces the solution, while the Explanation details the solution and how it will fix the problem. The Theoretical Demonstration shows how the solution meets the Criteria from the Need step, while the speaker shows where the solution has proven successful with Practical Experience. Practical Experience may be in the form of a success story or specific instance where the solution made a difference. Finally, the speaker Meets Objectives by anticipating and refuting potential concerns about the solution.
• Visualization . Visualization motivates the audience to support the proposed solution by revealing future benefits of implementing it (positive) and/or the harms of failing to implement it (negative). This step requires that the speaker use vivid imagery and language to describe a hypothetical positive or negative future The conditions in this scenario, however, should be probable, and provide the audience with a personalized vision of how their lives will be affected by enacting (or failing to enact) the solution. Speakers can use either positive or negative scenarios, or both. However, where time is limited, speakers may opt to eliminate the “Visualization” step.
• Action .  The Action Step, the presentation’s conclusion, provides the audience with specific steps to take to implement the solution as soon as possible. The Action step consists of the Brake Light, Summary, Challenge/Appeal, and Note of Finality. The Brake Light indicates that the speaker’s presentation is nearing an end through the use of phrases such as “in conclusion” or “in summary.” The Brake Light should segue into the Summary Statement, where the speaker restates the Preview Statement in the past tense as well as emphasizes the solution. The Challenge/Appeal tells the audience what they should do individually to bring about the solution described in the speech, while the Note of Finality is a strong closing statement that leaves the audience reflecting on the presentation.

The more concrete you can make the Action Step, the better. Research shows that people are more likely to act if they know how accessible the action can be. For example, if you want students to be vaccinated against the chickenpox virus (which can cause a serious disease called shingles in adults), you can give them directions to and hours for a clinic or health center where vaccinations at a free or discounted price can be obtained.

For speeches of policy where no huge problem needs solving or where the audience already knows that the problem exists and requires solving, structure your arguments using the Comparative Advantages format, which focuses on how one possible solution is better than others. The organizational pattern for this kind of proposition might be topical:

I. This policy is better because… II. This policy is better because… III. This policy is better because…

If Comparative Advantage sounds a little like a commercial, that is because advertisements often use comparative advantages to show that one product is better than another. Here is an example:

Proposition: Owning the Barnes and Noble Nook is more advantageous than owning the Amazon Kindle.

I. The Nook allows owners to trade and loan books to other owners or people who have downloaded the Nook software, while the Kindle does not. II. The Nook has a color-touch screen, while the Kindle’s screen is black and grey and non-interactive. III. The Nook’s memory can be expanded through microSD, while the Kindle’s memory cannot be upgraded.

Building Upon Your Persuasive Speech’s Arguments

Once you have constructed the key arguments and order of points (remembering that if you use topical order, to put your strongest or most persuasive point last), it is time to be sure your points are well with evidence.

First, your evidence should be from sources that the audience will find credible. If you can find the same essential information from two sources but know that the audience will find the information more credible from one source than another, use and cite the information from the more credible one. For example, if you find the same statistical data on Wikipedia and the U.S. Department of Labor’s website, cite the U.S. Department of Labor (your instructor will probably not accept the Wikipedia site anyway). Audiences also accept information from sources they consider unbiased or indifferent. Gallup polls, for example, have been considered reliable sources of survey data because, unlike some organizations, Gallup does not have a cause (political or otherwise) it is supporting. Consult Chapter 6 for detailed information about finding credible sources of information.

Secondly, your evidence should be new to the audience. In other words, the best evidence is that which is from credible sources and the audience has not heard before (Reinard, 1988; McCroskey, 1969). If they have heard it before and discounted it, they will not consider your argument well supported. An example is telling people who smoke that smoking will cause lung cancer. Everyone in the U.S. has heard that thousands of times, but 14% of the population still smokes, which is about one in seven (Centers for Disease Control and Prevention, 2017). Many of those who smoke have not heard the information that really motivates them to quit yet, and of course quitting is very difficult. Additionally, new evidence is more attention-getting, and you will appear more credible if you tell the audience something new (as long as you cite it well) than if you use the “same old, same old” evidence they have heard before.

Third, in order to be effective and ethical, your supporting evidence should be relevant and not used out of context, and fourth, it should be timely and represent the most recent research on the topic.

After choosing the evidence and apportioning it to the correct parts of the speech, you will want to consider the use of metaphors, quotations, rhetorical devices, and narratives that will enhance the language and “listenability” of your speech. Narratives are especially good for introductions and conclusions, to get attention and to leave the audience with something dramatic. You might refer to the narrative in the introduction again in the conclusion to give the speech a sense of finality.

Next you will want to decide if you should use any type of presentation aid for the speech. The decision to use visuals such as PowerPoint slides or a video clip in a persuasive speech should take into consideration the effect of the visuals on the audience and the time allotted for the speech (as well as your instructor’s specifications). The charts, graphs, or photographs you use should be focused and credibly done.

One of your authors remembers a speech by a student about using seat belts (which is, by the way, an overdone topic). What made the speech effective, in this case, were photographs of two totaled cars, both of which the student had been driving when they crashed. The devastation of the wrecks and his ability to stand before us and give the speech because he had worn his seat belt was effective (although it didn’t say much for his driving ability). If you wanted an audience to donate to disaster relief after an earthquake in a foreign country, a few photographs of the destruction would be effective, and perhaps a map of the area would be helpful. But in this case, less is more. Too many visual aids will likely distract from your overall speech claim.

Finally, since you’ve already had experience in class giving at least one major speech prior to this one, your delivery for the persuasive speech should be especially strong. Because delivery affects credibility (Burgoon, Birk, & Pfau, 1990), you want to be able to connect visually as you make your appeals. You want to be physically involved and have vocal variety when you tell dramatic narratives that emphasize the human angle on your topic. If you do use presentation slides, you want them to work seamlessly, using black screens when the visuals are not necessary.

Your persuasive speech in class, as well as in real life, is an opportunity to share a passion or cause that you believe will matter to society and help the audience live a better life. Even if you are initially uncomfortable with the idea of persuasion, we use it all the time in different ways. Choose your topic based on your own commitment and experience, look for quality evidence, craft your proposition so that it will be clear and audience appropriate, and put the finishing touches on it with an eye toward enhancing your logos, ethos, and pathos.

organizational pattern used for persuasive speeches involving five steps: attention, need, satisfaction, visualization, and action

It’s About Them: Public Speaking in the 21st Century Copyright © 2022 by LOUIS: The Louisiana Library Network is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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As antisemitic incidents mushroom on college campuses, some Jewish leaders and lawmakers from both parties are accusing President Joe Biden’s administration of taking a lax approach toward enforcement of civil rights laws, exposing Jewish students to continued harassment.

They point to a surge of complaints filed with the Education Department that have yet to be resolved, creating a backlog that effectively eases pressure on school administrators to take action needed to protect Jewish students amid protests over the Israel-Hamas war.

Rep. Josh Gottheimer, a New Jersey Democrat, sent a letter Thursday to Education Secretary Miguel Cardona objecting to the “speed of these investigations, delayed conclusions, and lack of adequate resources allocated to these investigations.”

The congressman asked Cardona for an update on the pending investigations into antisemitism on college campuses, noting that at Columbia University in New York, “the eruption of antisemitism … has created a particularly hostile environment for Jewish students.”

Neither Columbia nor the New York Police Department has released data on the number of antisemitic incidents at the school.

The tumult spreading through college campuses is especially tricky for Biden as he works to rebuild the voting coalition from the 2020 presidential race. Many of the students protesting the war in Gaza say they are unhappy with him for not bringing about a cease-fire.

At the same time, some Jewish students and their defenders are displeased that the Biden administration isn’t showing more resolve in stamping out antisemitic harassment on campus.

The breakdown in support is not so tidy, though. Plenty of Jewish Americans across the country oppose Israel’s conduct of the war and have joined with protesters in demanding a cease-fire and an end to U.S. military aid to Israel. At Columbia last week, one Jewish student stood near an encampment that has cropped up in the shadow of Butler Library and told NBC News he had quietly celebrated Passover inside the tents with other protesters.

In this volatile atmosphere, any position Biden takes is bound to alienate someone — and has.

“They want to get re-elected, and they’re afraid of what’s going to happen in the swing states,” Michael Oren, former Israeli ambassador to the U.S., said of team Biden. “The joke is that the two-state solution is Michigan and Pennsylvania.”

Herbie Ziskend, White House deputy communications director, said that electoral considerations don’t drive the president’s actions.

“Politics doesn’t enter in,” he said.

Hamas’ surprise attack on Israel on Oct. 7 and the ensuing Israel counteroffensive touched off a wave of antisemitic incidents around the country and turned college campuses into flashpoints of anger. In the two and a half months between the start of the war and the end of 2023, the Anti-Defamation League tallied more than 5,200 antisemitic incidents nationwide, exceeding the total for all of 2022 — though  the group said  that number includes 1,317 rallies that were marked by “antisemitic rhetoric, expressions of support for terrorism against the state of Israel and/or anti-Zionism,” which weren’t “necessarily” counted in prior tallies.

What followed was a rash of complaints filed with the Education Department’s civil rights office — an arm of the Biden administration that enforces Title VI, a provision of the 1964 Civil Rights Act that prohibits discrimination in programs receiving federal aid.

Since the war began, the office opened 93 investigations into cases of discrimination against members of ethno-religious groups — about seven times the number begun in a comparable period before Hamas’ attack. The complaints involve both secondary schools and some of the nation’s most prestigious universities, including Columbia, Harvard, Princeton and Yale.

“While the evidence is often clear and convincing, many Title VI investigations have remained unresolved for months, and even years,” Gottheimer wrote.

“The proliferation of attacks and threats on Jewish and pro-Israel students demands immediate action,” he added.

Starting an inquiry is meaningless unless the department moves swiftly to resolve the complaint and hold schools accountable, others said.

“Something needs to give,” said Brian Cohen of the Kraft Center for Jewish Student Life at Columbia/Barnard Hillel. “The universities aren’t acting fast enough. I don’t think the Department of Education is working fast enough. Universities around the country are spiraling out of control and that’s not good for anybody connected to higher education.”

The Education Department did not make Cardona available for comment. In a prepared statement, he said: “As the nation’s secretary of education, I am incredibly concerned by the reports we are hearing about antisemitic hate being directed at students. The Department’s Office for Civil Rights is committed to actively investigating complaints from those who feel their institution is not protecting their civil rights.”

Said Ziskend: “The president has forcefully condemned antisemitism and hate. He has spoken out with moral clarity on the need to condemn antisemitism. The whole administration has done that and continues to do that.”

Last week, Douglas Emhoff, husband of Vice President Kamala Harris, spoke to Cohen by phone.

Emhoff, who is Jewish, “wanted to check in on me and our Jewish students and offer his support,” Cohen said. “He ended the call by reminding me that the work we’re doing is incredibly important and not to forget Jewish joy, as well.”

A longtime supporter of Israeli statehood, Biden has an affinity for the Jewish community, advisers say, and has taken myriad steps to combat antisemitism. Last May, he released a 60-page national strategy to counter antisemitism , billing it as the first of its kind.

“This blatant antisemitism is reprehensible and dangerous — and it has absolutely no place on college campuses, or anywhere in our country,” Biden said in a recent statement.

A month into the war in Gaza, the Education Department’s civil rights office sent a letter to schools reminding them that they are legally obligated to prevent discrimination against students, be they Jewish, Israeli, Muslim or Palestinian.

But such gestures aren’t keeping students safe as pro-Palestinian protests spread to other campuses, lawmakers and Jewish rights groups say.

Kenneth Marcus, who headed the Education Department’s civil rights office in the George W. Bush and Donald Trump administrations, said, “The department’s office of civil rights should be seizing the moment and taking charge of this situation. It’s not enough merely to wait passively for complaints to come in and log them and indicate that investigations have been opened.”

“They should be proactively opening investigations rather than waiting,” added Marcus, who chairs the Brandeis Center, which promotes civil and human rights for Jews. 

In a visit to Columbia on Wednesday, House Speaker Mike Johnson, R-La., met privately with Jewish students who, he said, showed him flyers appearing on campus that “looked like Nazi propaganda from the 1930s.” Johnson’s staff showed one to NBC News: a drawing of a skunk with a Jewish star on its side. “Skunk on Campus,” the caption read.

Some Jewish students at Columbia said that they have felt threatened walking on school grounds. After meeting with Johnson, one told NBC News that he has spotted Hamas flags on campus. Another said that he’s heard chants of “Go back to Europe.”

“It’s time to say, ‘Enough,’” said Ben Solomon, 22, who is studying economics and political science. “This isn’t speech. This is disruption. This is intimidation.”

As he left the university, Johnson told NBC News that he planned to call Cardona with a message: He would tell him “what I saw here and encourage him to come and make a visit himself.”

Peter Nicholas is a senior national political reporter for NBC News.

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