Even when delivering an informative speech, you are attempting to persuade the audience that you know what you are talking about and that your information is important and credible
Persuasive speeches
Aim to influence the audience to think about the subject or to take action
If aiming for the audience to take action, first influence them to think about the subject and then influence them to take action
If the audience is already in agreement with your stance, you may want them to expand their thinking to include the concept of action
Conducting an audience analysis
Allows you to gauge the views of your audience
Persuasive speaker
Is selling an idea or a motivation
The more specific you can be about the benefits of your topic, the more successful you are likely to be in persuading your audience
Must establish credibility in the introduction and re-confirm it throughout the speech
By being honest and accurate about qualifications and material, and by understanding the audience's viewpoints, credibility and rapport are built
Providing support material
Information must be accurate and balanced
Sources must be credible
Address objections that might logically be raised
Present information that can be easily grasped
Don't ignore contradictory information, respectfully explain why your evidence is stronger
Lead the audience from facts to logical conclusions
Unethical speakers
Misuse logic in attempts to persuade
Emotional appeal
Should be grounded in fact, coupled with reason and ethics
Preparing the audience for action
1. Be specific about what you want the audience to do
2. Remind them of the benefits to be derived from taking such action
