Persuasive speeches are made to convince the audience of the opinion expressed by the speaker, who himself is convinced that his information is correct and wants to convince others of its correctness and reliability.
Whether you are discussing what to eat for dinner or some political point that has a specific meaning, this is an example of persuasive speeches. Most people, when trying to convince an audience that their point of view is correct, use hard facts to support their arguments.
This is one of the best ways to make sure that your speech is the only correct one, and this is always more likely to get people to come to your side.
The ability to persuade is a unique and useful talent.
Persuasion is a method of influencing people's minds, aimed at their personal critical worldview
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The whole essence of persuasion is to, with the help of consistent justification, first reach the agreement of the interlocutor with specific conclusions, then, on this basis, form and strengthen new ones or transform former attitudes that correspond to the goal.
You can learn persuasive speaking skills at various trainings, as well as on your own. The methods and principles of persuasive communication listed below will help you learn persuasion techniques. These methods are very highly effective, both when influencing one person and the public.
Chapters from the Bible of Persuasion. Tertium non datur
The ability to persuade is the basis of any great success: business, legislative, political, family. Experts in the field of rhetoric and oratory know: you are a leader or an employee, a businessman or a candidate, a scientist or an actor, a father of a family or a mother raising children - in a word, no matter what you do: everywhere you will need to convince someone of something. . And the fate of the whole matter depends on how well you master the art of persuasion. The difference in the areas of persuasion, of course, affects the selection of techniques that we will use. And for each specific case you need to choose your own instruments of influence. But there are also some general patterns. We'll talk about them.
A little history... and geography
Many do not know that it was from attempts to penetrate the secrets of the treasury of persuasion and influence that the science of rhetoric and oratory developed. In ancient Greek courts, everyone had to independently defend their positions and rights. It was then that myriads of teachers of oratory and rhetoric began to appear, whose field of interests covered the entire spectrum of persuasion techniques - from the classical principles of oratory to sophistic manipulations:
“What you didn’t lose, you have. You didn't lose your horns. Therefore, you are horned.” “The thief does not want to acquire anything bad. Acquiring something good is a good thing. This means that the thief means well.”
Even today, sophistry can make a person interested in rhetoric rack his brains over the logical errors that underlie them. Not to mention the paradoxes of logic:
“If I say that I am lying, have I lied or not?”
However, conviction does not live by logic alone. So what convinces people?
Of the bricks and mortar of the palaces of persuasion
Not to convince, but to help convince
The golden rule of persuasion says: you cannot convince anyone by force, but you can create conditions for a person to become convinced himself. Although there is an opinion that the best argument is the barrel of a gun, in the art of communication and creating long-term partnerships, which today are considered as the standard of quality in the work of a communicator, methods that pursue a line of unobtrusive persuasion are of unconditional value. Unobtrusive does not mean spineless and artless. We must remember: in some situations, the naive win-win policy fails miserably. Rather, we are talking about the fact that methods of persuasion should not be wolf-like, but fox-like - soft.
Persuasive behavior
Contrary to the common misconception that words convince, in life we encounter the opposite phenomena: the person being convinced often follows principles that are well expressed in the paraphrased words of the great poet: “Ah, it’s not difficult to convince me, because I myself am happy to be convinced.” This happens when the persuader evokes the complete trust of the persuaded. And first of all, this trust arises from persuasive behavior, the main elements of which are: confidence, positivism, competent flexibility, focus on finding the best solution for the person being persuaded, willingness to wait - that is, the aura of a wise friend, mentor. Emotional imbalance, hostility, superficial stubbornness, impatience, pursuit of exclusively one’s own interests - these qualities are unacceptable for a persuader. It is, of course, possible to force someone to do something with such an attitude, but never to convince.
Relationships convince
The best persuasion masters in the world today advise: Build relationships before promoting your own ideas. When you have previously done something good and useful for a person (good not from your point of view, but from his point of view), you have a good chance of promoting the next idea. You have credibility. After all, a person may not immediately be imbued with all the advantages of your proposal. And you, without knowing who you are dealing with, will hardly find suitable arguments. Finding out about a person’s pressing problems and helping solve them means laying the foundation for long-term cooperation.
There are some other conditions for creating a persuasive environment - the cement of persuasion. But it is important for us to move on to the techniques of rhetoric and oratory - the building blocks of persuasive speech.
The problem convinces
Oratory skills teach: one of the Important components of persuasive speech is the search for problematizing factors. Most often, the decision is made in order to protect oneself from any negativity. Therefore, the persuader needs to understand exactly what problems the persuadee has. Problems related, among other things, to the proposed solution. Maybe problems that a person is already thinking about. But then this is a pressing need, and the client, most likely, is already solving it himself. Finding a person with an unfulfilled urgent need is very difficult. That’s why, in general, persuasive speeches are full of problems that people don’t think about, but these problems exist, or they appear to exist. I'm not sure there is any serious medical research into the harm caused by household microscopic mites. A healthy immune system, in principle, must cope with them on its own, must have reliable defense mechanisms against them, since these invisible pests strive to get into our body. And yet, it is precisely on this problem that the sale of a number of products is built, including the famous Kirby vacuum cleaners. And hardly anyone will say that these are unsuccessful persuasion systems. Sales are on. Clients appear.
Logical arguments convince
Argumentation in persuasive speech is a topic for an entire book. There are logical, emotional and sensory arguments. Each of these groups includes very different subtypes. However, if we briefly dwell on this issue, we can note that the person being persuaded is persuaded to make a decision by logical arguments. Logical... from his point of view. And this, of course, has certain difficulties. A person may lack education and special knowledge. Some people understand the question so differently that the persuader is taken aback. Try to explain to someone who is not familiar with chemistry the difference between a membrane filter and a filter with ion exchange resins. The task is not easy. Perhaps completely impossible. This is where you have to look for arguments that the person being persuaded will be willing to accept. They may be very far from science. If only they convinced. And it’s better to arrange arguments confirming the value of your proposed solution like this: a strong argument - a weaker argument - the strongest argument. This way, you can create a sense of argumentative sufficiency and emphasize the most significant arguments. And remember: overloading with arguments also means not proving anything: a person will drown in the information sea and will not listen to your recommendations.
Persuade verbs
Interspersing speech with verbs in the imperative mood awakens motivation in listeners. Compare two calls: “You can study rhetoric and public speaking in our trainings, where all the laws of this science are taught” and “Study rhetoric and public speaking in our courses. Master the laws of mastery. Grow above yourself. Discover this science." Since convincing means inducing action: “verbalization” of speech is strongly recommended. Use verbs! Be successful!
These are some principles of persuasion with which you will improve your oratory level today.
Where can you develop your persuasion skills 100%?
At the public speaking course “Speak – It’s Easy!” You will become familiar with all aspects of persuasive behavior and persuasive rhetoric. Posture, eye contact, gestures, meta-message, argumentation techniques, the form of persuasive speech, methods of answering questions, methods of protection from provocations - this knowledge will become your reliable companions, beacons on the path to success and prosperity! See you!
Main part of the speech
The main part should be clear and rich
. It is necessary to break down the main thoughts, ideas and provisions into component fragments.
You also need to think about measured transitions that will show the connection between the individual parts of the speech.
Ways to convey the main content:
- Explaining arguments that can be verified.
- The point of view of professionals and experts in this field.
- A citation that brings information to life and explains it.
- Examples and real events that can clarify and depict the facts.
- A statement of personal experience, as well as theories.
- Statistics that can be verified.
- Reasoning and predictions about future events.
- Funny stories and anecdotes that meaningfully support statements.
- Precise or figurative comparisons, as well as contrasts, that illustrate a statement by demonstrating differences and similarities.
The human brain is a magnificent thing. It works right up to the minute you get up to give a speech. Mark Twain
What is belief?
Persuasion is a way to prove your position, point of view in such a way that the interlocutor accepts it and acts in accordance with it.
Persuasion is used both in daily informal dialogue and when talking with colleagues, in the work team, with partners (business communication).
The purpose of persuasion is to prove the correctness of one’s own positions and justify their effectiveness. A person must understand that this is what needs to be done, because it is more profitable and more effective.
Persuasion is always inseparable from the concept of persuasibility - the ability of the interlocutor to accept the partner’s point of view.
While some can justify their position logically, demonstrating the benefits, resorting to the opinion of experts, others cannot do so in any way.
Since this type of people cannot engage in constructive dialogue , are not able to perceive information from the outside and consider their own opinion to be the only correct one.
Irrefutable arguments in support of your own idea
Most people think rationally, and occasionally do something without their own benefit.
Therefore, to convince a person it is necessary to find irrefutable arguments that explain the validity and appropriateness of the statement. Arguments are arguments, statements, and thoughts that are used to support a judgment.
. The persuasiveness of the dialect depends on correctly selected arguments and evidence.
After compiling a list of arguments, you need to evaluate them and also think about whether they are appropriate in this case or not. Then, after weighing the pros and cons, you need to choose 2-3 effective arguments.
The conditions for selecting and evaluating arguments should be:
- Good arguments can be considered those that are supported by sound evidence. Sometimes rhetoric is heard convincingly, but at the same time it is not substantiated by facts. When preparing a speech, you need to make sure that the arguments are not unfounded.
- Arguments should fit into the sentence skillfully and succinctly. They cannot sound distorted.
- Often a well-supported and well-founded argument may not be perceived by a person. All people react to them differently. For some, the arguments and facts presented are convincing, but for others, they are not.
Undoubtedly, it is impossible to know exactly which argument will have an impact on the person being persuaded, but the result can be tentatively assumed and assessed based on the analysis of the individual.
It is necessary to answer at least 3 questions in order to ensure the strength of the evidence provided:
- What primary source is the information taken from? If the evidence is borrowed from an unreliable primary source, you need to exclude it from your own speech or turn to other sources.
- Is the information current? Statistics and ideas don't have to be old. Today, something that was true 3 years ago may become incorrect. Persuasive rhetoric is generally subject to disbelief due to a single flaw. This should not be allowed.
- Is this information relevant to the material? It is necessary to ensure that the evidence directly supports the arguments presented.
Principle 6. Let's be honest and open
Your sincerity is the fastest and most effective way to gain the trust of your listeners. Here are some tips:
- Tell only the truth.
- Don't exaggerate the results you should expect. This is also a kind of deception.
- Never criticize those who disagree with you.
- Provide sources of your information.
The most important advice: imagine yourself in the place of your listeners. What words would you support yourself after? The answer to this question will be your persuasive speech.
Excerpt from the main part of Steve Jobs' speech
“Sometimes life hits you over the head with a brick. Don't lose faith. I'm convinced that the only thing that kept me going was that I loved it. You need to find what you love. And this is as true for work as it is for relationships. Your work will fill most of your life, and the only way to be completely satisfied is to do what you believe is great work. And the only way to do great things is to love what you do. If you haven't found your business yet, look for it. Do not stop. As with all matters of the heart, you'll know it when you find it. And like any good relationship, it gets better and better over the years. So search until you find it. Do not stop".
“Your time is limited, so don't waste it living someone else's life. Don't fall into the trap of dogma that tells you to live in other people's thoughts. Don't let the noise of other people's opinions drown out your inner voice. And most importantly: have the courage to follow your heart and intuition. They somehow already know what you really want to become. Everything else is secondary.” “Stay hungry. Stay reckless."
If you analyze any speech of Steve Jobs, you will notice that it resembles a conversation - it is very understandable, natural and relaxed. Constant pauses, which are an integral part of speech, add emotionality to the text.
Despite the fact that this speech is considered one of the best delivered in modern times, some experts believe that Jobs lacks the correct gestures and body movements and the speech is not the limit of oratory. But we should not forget that for this person this was not an activity, rather it was a hobby and responsibilities as the owner of the company. By the way, the presentation of new technology always looked very exciting.
Principle 5: You are more likely to persuade your audience if you speak in a way that motivates them.
Motivation, or “the forces acting externally and internally on the body that initiate and direct behavior” (Petri, 1996), often arises from the use of stimuli and emotional language. For a stimulus to have any value, it must be meaningful. The salience of a stimulus means that it evokes an emotional response. The impact of a stimulus is most powerful when it is part of a meaningful goal.
1. The power of incentives. People are more likely to perceive incentives as meaningful when those incentives indicate a favorable cost-reward relationship. Let's say you ask your listeners to donate an hour a week of their time to participate in a charity program. The time you ask them to spend will most likely be perceived as a cost rather than an incentive reward; however, you can describe the charitable work in such a way that it itself is perceived as providing a rewarding, meaningful incentive.
For example, you can make your listeners feel like they are civically minded, socially responsible, or noble helpers by giving their time to such an important cause. If you show in your speech that these rewards or incentives outweigh the costs, your listeners will be more likely to want to participate in the program you support.
2. Use incentives that meet basic needs. Incentives are most effective when they serve basic needs. One of the most popular theories in the field of needs comes from Abraham Maslow (Maslow, 1954). According to this theory, people are more likely to act when a stimulus offered by the speaker is able to satisfy one of the listeners' important unsatisfied needs.
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What is the point of such analysis for you as a speaker? First, it describes the types of needs that you can address in your speech. Secondly, it allows us to understand why a certain line of speech development can work well in one audience and lead to failure in another audience. For example, in economically difficult times, people are more concerned with satisfying physiological and safety needs and will therefore be less likely to respond by appealing to social sentiments and altruism.
The third and perhaps most important point is that if your offer conflicts with a felt need, you must have at the ready a strong alternative from the same or from a more fundamental category of needs. For example, if implementing your proposal will cost people money (say, raising taxes), you must show that these measures satisfy some other, comparable need (for example, increasing their safety).
Rules for persuading your interlocutor
Methods and techniques of persuasion may be useless if a number of rules are not followed:
- Emotional calm . Persuasion is only possible if the information is successfully sent and received. Due to emotions, not only part of the data is lost, but also the attitude towards the inductor deteriorates, which ruins any arguments.
- Politeness and cultural communication.
The task of the persuader is not to demonstrate hostility or disdain towards the interlocutor. Therefore, the use of obscene language, ridicule, jokes, and rudeness is not allowed. - Argumentation . Confirm what is said with experience, facts, real evidence. You should not persistently push your point of view, otherwise the interlocutor will be negatively inclined and it will be more difficult to convince him.
Visual contact with the audience
We also give the following important recommendation for public speaking.
The persuasiveness of a speech also depends on the frequency of visual contact between the speaker and the audience. The more a speaker looks at his audience, the more qualified, knowledgeable, experienced, and also more honest and friendly he is perceived to be.
One way to ensure eye contact is to imagine your audience as a series of groups sitting in different parts of the room. Then randomly talk for 4-6 seconds to each group. For example, talk for a few seconds to the group at the back left of the room, then look at the people at the far right, then look at the group in the middle of the room, the group at the front left, and then the group at the front right. You can then reverse the order... This will ensure that you don't spend a disproportionate amount of time talking to those in front of you or in the center of the room.
What can a speaker do by maintaining constant eye contact with the audience? Firstly, this way listeners are more likely to focus their attention on the speech. Secondly, the public's trust in the speaker will increase, since eye contact is widely regarded as a sign of sincerity (so speakers who are unable to maintain eye contact with the audience are almost always perceived as insecure, often as insincere or dishonest). Thirdly, this way the speaker will see the audience’s reaction to his speech. By monitoring the behavior of listeners, he will, for example, be able to determine what he should change in his report. However, it must be taken into account that a person can actively listen for an average of 15 minutes. After this, you need to pause or make a slight digression, bring up some interesting fact, etc.
