Includes material from Guffey Ch 9, Thill//bovee Ch 9, DiResta Ch 7Persuasive Speaking
Uses for Persuasive SpeakingSalesNews ReleasesRequests (within or outside of organization)Complaints (requesting adjustments, making claims)
Prepare: Audience AnalysisAnalyzing purposeAnticipating reactionAdapting to the audienceSales Audience Analysis
Direct or Indirect Pattern?IndirectAudience is likely to resistInformation is unsolicitedDirectAudience is inclined to agree with your requestInformation is requested
Communication Matters Discussion5 Tips for Exciting Speecheshow you can incorporate the ideas from this article into improving your audience connection and emotional content in your next speech?
Indirect Pattern for PersuasionGain attentionBuild interestIntroduce idea/product/serviceReduce resistanceMotivate action
Gaining AttentionOpen with a brief, relevant, and engaging statement that does not reveal the request immediately
Gaining Attention: The HookOffer something valuable Promise a significant result Describe a product featurePresent a testimonial Make a startling statement Provide a piece of genuine news
Gaining Attention: The HookAppeal to listeners emotionsProvide intriguing numbersInclude a sample of productIssue a challengeProvide 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 InterestBuild the MOAT: Establish a need or problem, analyze deficiencies in status quoBuild the CASTLE: Relate problem to needs/desires, picture life with problem solvedRadio stations:WIIFM/MMFI
Introducing ProductIntroduce your product specifically and clearly Build the BRIDGE across the MOAT: Link your product as the solution to the audiences problem, as the road to the CASTLE
Introducing ProductDescribe benefits, not featuresWhat does your product do for audience? saves or makes moneyreduces effortimproves health produces pleasureboosts status.
Example: 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 RESISTANCEAnticipate audience objections/concerns Offer counter-arguments without mentioning objection/concern
Reducing ResistanceCounter reluctance with Facts, statistics, historical dataTestimonials (particularly experts)Money-back guarantees, warrantiesTrial offers, free samplesBuild credibility with Proof, demonstrationsPerformance test resultsPolls, awardsBe honest, but isolate limitations (only if raised by customer)
Example: This program has been endorsed by the Texas State Attorney Generals office as an accurate and compelling approach to sexual harassment prevention.
MOTIVATING ACTION: CLOSERepeat 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 appointmentbuy productagree to demonstration
Motivating ActionExample: What your employees dont 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.
ExampleVideo: Exercise CommercialSpot the components of the indirect pattern of persuasion.