The Art of PersuasionPrepared by:

Ruby Angela d. O. Pena

Persuasive Speaking• Embracing a stand or stance on an issue and

delivering your arguments orally before an audience.

• A process in which a speaker presents a message intended to affect beliefs or move an audience to act.

• It may be the most demanding of speech challenges (Verdeber, 2000)

• Thus, when speaking to persuade, the ultimate goal is to induce the listeners to believe the claim that you are advancing or in trying to win their support.

The Seven Principles of Persuasive Speaking (Verdeber, 2000)1. You are more likely to persuade

audience members when they understand that you believe in your goal and that your goal is in their best interests.

The Seven Principles of Persuasive Speaking (Verdeber, 2000)2. You are more likely to persuade when you direct your goal and your information to your audiences’ attitudes.

The Seven Principles of Persuasive Speaking (Verdeber, 2000)3. You are more likely to persuade an audience when the body of your speech contains good reasons and evidence that support your speech goal.

The Seven Principles of Persuasive Speaking (Verdeber, 2000)4. You are more likely to persuade when you organize your reasons in a way that will be most persuasive to that audience.

The Seven Principles of Persuasive Speaking (Verdeber, 2000)5. You are more likely to motivate your audience members when your arouse their emotions.

The Seven Principles of Persuasive Speaking (Verdeber, 2000)6. You are more likely to persuade your listeners when they have faith in your credibility.

The Seven Principles of Persuasive Speaking (Verdeber, 2000)7. You are more likely to persuade an audience if you develop an effective oral presentation style.

Summary1. Writing a specific goal that meets ethical

standards.2. Adapting to audiences’ attitude.3. Giving good reasons and evidence.4. Organizing reasons to meet audiences’ attitudes.5. Using emotions to motivate.6. Developing your credibility.7. Presenting the speech convincingly.

Take note…In the art of persuasion, you

have to understand both sides of an argument. It forces you to understand how someone who would disagree with you

would think.