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Persuasive Presentation
To inform is to increase the number of a person’s options or choices (the more you know, the more choices you have).
To persuade is to limit the options that are perceived as acceptable.
(Brembeck & Howell, 1975)
Persuasion depends on four main factors:
evidence, logic, & reasoning of the message
credibility of the persuader
psychological needs of the listeners
opinions held by key people in the audience
Evidence, logic, & reasoning of the message
Logical-sounding phrases (such as “therefore,” “as a result,” “it is only logical that,” and “it is possible to conclude”) may cause listeners to judge a presentation as more logical than a presentation without such words.
(Bettinghaus & Cody, 1997)
Evidence, logic, & reasoning of the message
“Self-reference” speakers are rated higher in trustworthiness & are more persuasive than speakers who refer only to high-prestige sources.
Personal examples and experiences also tend to be more persuasive than statistical or numerical data and to have a longer-lasting persuasive effect.
Maslow’s hierarchy of needs
Self-actualization
needs
Esteem needs
Social needs
Safety needs
Physiological needs
Highest-Level Needs
Lowest-Level Needs (most basic or compelling)
Task 1
Write your exact purpose as a position statement.
Analyze your expected listeners and their needs.
Determine your initial credibility and plan to increase it if necessary.
Research your topic and determine the best method for presenting evidence to this audience.
Task 1
Decide how to organize your presentation for the best effect.
Prepare an outline or storyboards to check verbal and visual supports, introduction, and conclusion.
Review your presentation to ensure it is ethical.
Rehearse your presentation using your visual aids.
Purpose statement
What do I want the audience to do as a result of this presentation?
What do I want to accomplish by giving this presentation?
What reaction do I want from my audience?
Purpose statement
A presenter may wish to:
set the stage for further action inform
gather ideas and explore them arouse interest
make recommendations instruct
evaluate, interpret or clarify sell
Purpose statement - examples
After hearing my presentation, the audience will _________________.
By the conclusion of this presentation, people will ____________.
My objective/purpose is to ________________.
I want to talk about _______________ so that _______________ will take place.
Know your audience
The more you know about your audience, the more likely you will succeed with your ideas and the way you present them.
Know your audience
Gather information by:
requesting a list of attendees and their titles
studying background information on the organization (annual report, publicity material, organizational chart, position descriptions)
talking with some attendees in advance of your presentation.
interviewing others who have spoken to the audience
Structuring the presentation
Introductionintroduce yourself, outline the structure of the
presentation, and tell the audience your objectives.
Bodywhere you make a logical case to support your
objectives
Conclusionsummarise the main points and remind your
audience about your objectives
Strong Openers
The purpose of an opener or introduction is to capture your audience’s attention – and keep it. You have three objectives to accomplish:
Sell your audience on listening to your presentation
Introduce the subject of your presentation
Establish your credibility with the audience
Strong Openers
The five deadly sins of openers:
Apologies
Long or slow-moving statements
Obvious observations
Unoriginal questions
Stories not related to your topic
Task 4
Question C. Are you going to have enough money to do the things you want to when you retire?
Quotation D. According to Tower Perrin, the profits of Fortune 100 companies would be 25% lower if their earning statements listed the future costs that companies are obligated to pay for retirees’ health care.
Task 4
Startling statement A. Twelve of our customers have cancelled orders in the last 12 months.
Narration or anecdote B. A mother was having difficult getting her son up for school. He pulled the covers over his head.
Basic structures for organizing the body
Comparison/ Contrast present the alternative solution to a problem
and compare and contrast them.
Problem / Solutionidentify the problem and explain its background,
causes, seriousness. Discuss the factors that affect the decision. Analyse the possible solutions. (The comparison/ contrast pattern can be used within this structure).
Basic structures for organizing the body
Elimination Of AlternativesAfter discussing the problem and its causes,
discuss the impractical solutions first, showing why they will not work. End with the most practical solution.
General To Particular / Particular To GeneralGeneral to particular starts with the problem itself
and then moves to the parts of the problem and the solution to each of these parts. Particular to general starts with the problem as the reader defines it and moves to the larger issues of which the problem is a part.
Basic structures for organizing the body
Geographical / Spatialdiscuss the problems and solutions of different
units according to their physical arrangement for example move from office to office, building to building or region to region.
Chronologicalrecord events in the order in which they
happened or are planned to happen. Many progress reports are organized chronologically.
Strong Closers
The conclusion is the strongest part of your presentation and should
provide a summary of main ideas and objectives
review the purpose of the entire presentation
appeal directly for audience action
Strong closers - Types
Restate your main point
Refer to the opener to create a frame for your presentation
End with a positive and vivid picture
Tell the audience exactly what you want them to do
Strong closers - Example
We need money to run the foundation, just like you need money to develop new products. We need money to make this work. We need money from you. Pick up the pledge card. Fill it out. Hand it in at the door as you leave. Make it a statement about your commitment … make it a big statement.
Delivery Methods
Speaking from Memory
Speaking from Outlined Note
Speaking from a Manuscript
Impromptu Speaking
Speaking from Memory
Not popular with business and professional speakers
Time-consuming to prepare
Not conducive to reacting to listener feedback
Easy to lose concentration
Easy to forget memorized material
Speaking from Outlined Notes
Preferred method for most business speakers
More organized – outlined points on note cards
Sound conversational
Able to maintain eye contact
Able to improvise if feedback indicates confusion
Speaking from a Manuscript
Most challenging to do it well!
Reading ‘a script’, but sound conversational, use good vocal variety, and maintain fairly direct eye contact
Useful for cases with time constraint
Allow protection to speakers
Impromptu Speaking
Living dangerously!
But you do it all the time!
Need to project intelligence, authority and confidence instantaneously.
Pronunciation Practice
http://lc.ust.hk/~learn/pl