How To Organize Persuasive Messages
Depending on the type and aim of your persuasion, there are a number of ways you can structure your speech to ensure maximum effectiveness. Here are a few ways you can do this:
1 - Give A Solution To A Problem
The most basic and also the most common way to structure a persuasive speech, is to present a problem to your listener and then solve it by presenting a convincing solution.
Ideally this should also be backed up with supporting evidence to make the solution seem more valid.
This pattern works extremely well when your listener is unaware that a problem exists, because the solution you present will seem more valid and persuasive.
When your listener knows that a problem exists, they may also be aware of other possible solutions. This may make your solution appear less persuasive.
2 - Refutation
This is a similar method to inoculating yourself against an opponents attack. It involves disproving your opponents points, by challenging their arguments and providing evidence to the contrary.
Refutation is most effective when you know your position is going to be under attack, and you have anticipated in advance what those attacks are likely to be.
To complete the persuasion, allow the person or people you are trying to persuade to ask you follow up questions to deal with any remaining objections or uncertainties.
By providing the opportunity to be asked, and then answering questions, you will increase your perceived level of credibility and your overall persuasiveness.
3 - Cause And Effect
This pattern is similar to the problem-solution pattern, and can be done in 2 ways.
If you want to emphasize the causes of a situation (i.e. what factors made something happen), discuss the effect first and then examine the causes.
For example, if you wanted to persuade someone that obesity is caused by eating too much junk food, start by talking about the effect (obesity) and why it is a problem. Then talk about the causes (junk food) and how they relate to obesity.Â
If by contrast you want to emphasize the effects of a situation, first present the present the problem and then discuss the effects.
So using the same example as above, if you want to discuss the effects of obesity on health, first discuss the problem of obesity, and then talk about the various effects it has on health and society.
4 - Motivated Sequence
This method can be used when trying to motivate, or inspire people. It is commonly used by many motivational speakers, or salespeople talking to large audiences.
Attention
The first step is to gain your audiences attention. There are many ways you can do this, some of which I have already discussed in previous articles. A few examples could include, shocking imagery, interesting facts or a joke.
Need
The next step is to think about the needs of your audience. What do they want? And how does your information directly relate to them? In other words, why should they care about what you are saying?
Satisfaction
After addressing the audiences need, you now need to explain how your proposal or plan will satisfy that need.
How are you going to make things better, or change things for them? Think of your audience having an itch, and you can satisfy them by scratching that itch.
Visualization
Now you need to paint a picture with words of how bright the future will be if they adopt your solution. Alternatively you could use negative visualization, and paint a picture of how bad things will be if they don’t adopt your solution.
A good example of negative visualization can be seen with a phrase George Bush used when trying to persuade the American public to support a war in Iraq:
“…we cannot wait for the final proof — the smoking gun — that could come in the form of a mushroom cloud.”
To understand the importance of vivid imagery in persuasion, see this article on vivid imagery and persuasion.
Action
Finally tell your audience what specific action you want them to take. Be specific and clear, tell them exactly what you want them to do.
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