Includes material from Guffey Ch 9, Thill//bovee Ch 9, DiResta Ch 7

Persuasive Speaking

Uses for Persuasive Speaking Sales News Releases Requests (within or

outside of organization) Complaints (requesting

adjustments, making claims)

Prepare: Audience Analysis Analyzing purpose Anticipating reaction Adapting to the audience

Sales Audience Analysis

Direct or Indirect Pattern?Indirect Audience is

likely to resist Information is

unsolicited

Direct Audience is

inclined to agree with your request

Information is requested

Communication Matters Discussion

5 Tips for Exciting Speeches how you can incorporate the ideas

from this article into improving your audience connection and emotional content in your next speech?

Indirect Pattern for Persuasion Gain attention Build interest Introduce

idea/product/service Reduce resistance Motivate action

Gaining Attention Open with a brief, relevant,

and engaging statement that does not reveal the request immediately

Gaining Attention: The Hook

1. Offer something valuable 2. Promise a significant result 3. Describe a product feature4. Present a testimonial 5. Make a startling statement 6. Provide a piece of genuine

news

Gaining Attention: The Hook

7. Appeal to listeners’ emotions

8. Provide intriguing numbers

9. Include a sample of product

10. Issue a challenge11. Provide a solution to a

common problem

Gaining Attention: Example

Example: How much is sex costing your company? An incident of sexual harassment can cost millions of dollars unless preventive measures are taken.

Building Interest Build the MOAT: Establish a

need or problem, analyze deficiencies in status quo

Build the CASTLE: Relate problem to needs/desires, picture life with problem solved

Radio stations: WIIFM/MMFI

Introducing Product Introduce your product

specifically and clearly Build the BRIDGE

across the MOAT: Link your product as the solution to the audience’s problem, as the road to the CASTLE

Introducing Product Describe benefits, not features What does your product do for

audience? saves or makes money reduces effort improves health produces pleasure boosts status.

Introducing Idea/ProductExample: Our computer-based training program teaches your employees what behavior is acceptable and unacceptable, while showing you steps to reduce the risk of employer liability.

REDUCING RESISTANCE

Anticipate audience objections/concerns

Offer counter-arguments without mentioning objection/concern

Reducing Resistance

Counter reluctance with

Facts, statistics, historical data

Testimonials (particularly “experts”)

Money-back guarantees, warranties

Trial offers, free samples

Build credibility with Proof, demonstrations Performance test

results Polls, awards Be honest, but isolate

limitations (only if raised by customer)

Reducing ResistanceExample: This program has been endorsed by the Texas State Attorney General’s office as an accurate and compelling approach to sexual harassment prevention.

MOTIVATING ACTION: CLOSE

Repeat solution, benefits, and provide compelling reason to buy

Assume sale is made in your language (no “if you choose to buy”, but “when you place your order”)

Provide clear instructions for an easy action to be taken NOW. make appointment buy product agree to demonstration

Motivating Action

Example: What your employees don’t know can hurt you and your company. We will provide you with the training tools you need to keep sex - and lawyers - where they belong and out of your office! Call us today at 555-1212 to receive a free demo disk.

Example Video: Exercise Commercial

Spot the components of the indirect pattern of persuasion.

End