chapter 16 Speaking to Persuade The Mc GrawHill

Persuasion Creating Reinforcing Changing People's beliefs or actions The Mc. Graw-Hill Companies © 2009

Persuasion Where Who Why Who do you try to persuade? The Mc. Graw-Hill Companies

Degrees of Persuasion The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights

Target Audience Portion of audience speaker most wants to persuade Will most agree? Reinforce

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

Organizing Persuasive Speeches One goal: motivate to act or to agree The Mc. Graw-Hill

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

Monroe’s Motivated Sequence Attention Need Satisfaction Visualization Action The Mc. Graw-Hill Companies © 2009

Monroe’s Motivated Sequence Attention: Gain attention Need: Show need for change Satisfaction: Provide solution

Monroe’s Motivated Sequence Visualization: Intensify desire for solution by visualizing its benefits Action: Urge

Monroe’s Motivated Sequence Step Audience response Attention: Getting attention I want to listen Need:

Monroe’s Motivated Sequence Organization Introduction – Attention Main points in body – Need, satisfaction,

Monroe’s Motivated Sequence Page 342 Textbook Blood donor example The Mc. Graw-Hill Companies ©

Monroe’s Motivated Sequence Introduction - Grab their attention Relate to audience Show importance of

Monroe’s Motivated Sequence Introduction - Grab their attention I. Ask questions II. Internal preview

Monroe’s Motivated Sequence Introduction -Attention I. Are you at least 17 years old? Weigh

Monroe’s Motivated Sequence Body I. Need for blood II. Satisfaction How you can satisfy

Monroe’s Motivated Sequence Body Need: I. Lack of participation A. Blood transfusion every three

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

Monroe’s Motivated Sequence Body Visualization III. One unit = save three lives A. Blood

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

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

Monroe’s Motivated Sequence Become involved in. . . , Buy. . . , Change.

Monroe’s Motivated Sequence Step one: Write down what you want audience to do Step

Monroe’s Motivated Sequence Examples http: //www. forbes. com/sites /jacquelynsmith/2013/12/17 /the-most-unforgettable-adcampaigns-of-2013// The Mc. Graw-Hill Companies

Monroe’s Motivated Sequence Attention: Bubbly actress Need: Embarrassment – dropped call Satisfaction: Cingular Visualization:

Material from the following unless indicated otherwise: Lucas, Stephen. The Art of Public Speaking.

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Target Audience Portion of audience speaker most wants to persuade Will most agree? Reinforce points Will most disagree? Facts, facts The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Attention: Gain attention Need: Show need for change Satisfaction: Provide solution to need Visualization: visualizing its benefits Action: Urge audience to take action in support of solution The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Visualization: Intensify desire for solution by visualizing its benefits Action: Urge audience to take action in support of solution The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Step Audience response Attention: Getting attention I want to listen Need: Showing the need: describing the problem Something needs to be done Satisfaction: Satisfying the need: presenting the solution This is what to do to satisfy the need Visualization: Visualizing the results I can see myself enjoying the benefits of such an action Action: Requesting action or approval I will do this The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Organization Introduction – Attention Main points in body – Need, satisfaction, visualization Conclusion - Action The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Introduction - Grab their attention Relate to audience Show importance of topic Make startling statement Arouse curiosity or suspense Ask question Tell story Visual aid The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Introduction - Grab their attention I. Ask questions II. Internal preview Why donate blood Encourage The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Introduction -Attention I. Are you at least 17 years old? Weigh more than 110 pounds? Are you healthy? II. Yes? You should be donating. III. Why donors are needed. Encourage you. The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Body I. Need for blood II. Satisfaction How you can satisfy the need by giving blood III. Visualization Intensying desire by visualizing benefits. How it would help others The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Body Need: I. Lack of participation A. Blood transfusion every three seconds B. 3000 gallons of blood every hour C. Donation levels too low The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Body Visualization III. One unit = save three lives A. Blood in three parts A. Red blood cells B. White blood cells C. Platelets B. 6 x/year – help 18 C. 10 years save 180 The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Become involved in. . . , Buy. . . , Change. . . , Choose. . . , Donate. . . , Establish. . . , Join. . . , Make. . . , Pay. . . , Quit. . . , Sell. . . , Sign. . . , Study. . . , Support. . . , Take. . . , Volunteer. . . , Vote. . . The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Step one: Write down what you want audience to do Step two: How you are going to persuade them that you are right. The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Examples http: //www. forbes. com/sites /jacquelynsmith/2013/12/17 /the-most-unforgettable-adcampaigns-of-2013// The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Monroe’s Motivated Sequence Attention: Bubbly actress Need: Embarrassment – dropped call Satisfaction: Cingular Visualization: Fewer dropped calls promotion Action: Call today The Mc. Graw-Hill Companies © 2009 Stephen E. Lucas. All rights reserved.

Material from the following unless indicated otherwise: Lucas, Stephen. The Art of Public Speaking. 11 th ed. Boston, MA: Mc. Graw-Hill, 2012. Print. Clipart from Microsoft Office