Greetings,
Welcome to the June Issue of Speaking-Out-Loud
write-out-loud.com's monthly E-zine to help you effectively 'talk your walk'.
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Happy speaking,
Susan
In this Issue
If you don't have time to read the whole ezine, click on the topic that interests you. This month you will find:
Susan's Spiel
Perfecting Persuasion
This month's Article steps you through Monroe's Motivated Sequence. This is the foundational structural pattern used by many professional persuaders to hone their messages. If you don't know it you're missing out on a valuable technique to boost your effectiveness.
How Appealing! Do you know what appeals to a particular audience and why? Here is a list of commonly used appeals. They're a critical ingredient in crafting successful persuasive language.
The 35 Greatest Speeches in History
There's lists of famous speeches all over the net for good reason. In reading them we are inspired to lift our efforts and we understand more about the power of public speaking, its role in shaping our world. This link is to a list presented with careful contextural notes. It's a gem worthy of bookmarking!
I am always looking for ways to improve the site. If you see any errors or would like to contribute in any way, please accept this invitation to contact me through my About Me page.
Thank you for reading. I hope you enjoy this month's Speaking-Out-Loud!
Susan
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Some of us are natural persuaders. We know how to structure material to get the results we want. Others of us are not quite so intuitive and need a hand. This article is for you!
Making a persuasive speech is NOT only a requirement for a public speaking class. It's also part of our everyday lives. A presentation at work can be a persuasive speech. Talking over the best way to get your children to behave is persuasive speech planning! The art of persuasion is embedded in the fabric of life: formally and informally.
Many years ago a man called Alan Monroe identified a pattern that was the foundation for successful persuasion. This pattern is used universally by professional persuaders (advertisers, politicians, PR people, marketers) to structure their messages. It's called Monroe's Motivated Sequence and it works because it follows the normal thinking processes a person goes through when facing a challenge or a problem.
The pattern has 5 essential steps. When each one is successfully met, the outcome, persuading someone or an audience, to consider, or do what you want is much more likely to occur.
Knowing what that structure is and how to shape it to match your audience and your material puts the art of perfecting persuasion within your grasp.
Briefly those 5 steps are:
- Attention
Grabbing the audience's attention through any one or a combination of the following: a startling statement, a quotation, a humorous anecdote, a dramatic story, a rhetorical question or visual aids.
The effect you're aiming for is a 'I want to listen' response in the audience.
- Need
This step establishs the situation, the problem or the challenge. Do this by outlining it succintly. Add examples to illustrate with statistics and expert testimony to show the extent of the need.
Your goal here is to have the audience thinking,'Yes, there is a problem. Something needs to be done!'
- Satisfaction
In this step you present your solution through outlining your proposed action, demonstrating that it meets the problem, providing examples to show it does and backing that with more facts, figures and testimony.
What you're wanting is a 'Yes, that's possible, sensible and practical' response. The step is called 'Satisfaction' because it solves the problem 'satisfactorily'!
- Visualisation
This step vividly paints a picture allowing the audience to see (taste, feel, hear) your solution in action. You do this by showing them
the positive outcomes they will receive if they do what you suggest. You may even reinforce it by showing the negative outcomes: what will happen if they don't do what you suggest.
The goal is the audience thinking 'Yes, I can see myself benefiting from this!'
- Action
This is the last step and the clincher.
What you want is the audience ready to take immediate action. This is achieved through a combination of a summary, a challenge or appeal, perhaps an authorative quotation, and maybe a statement of personal intent.
The trick with this step is to have the action prepared and do-able almost immediately. For example if you are calling for sign-ups have the forms ready!
We know if the action step is delayed then there is an increasing fall off in the likelihood of getting the response we want.
Click the link for more detail about using Monroe's Motivated Sequence to craft a more persuasive, persuasive speech. You'll find a downloadable, printable fill-in-the-blanks persuasive speech outline to step you through the sequence.
And click this link if you're stuck for persuasive speech ideas. A list of 50 are waiting your perusal!
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Have you ever wondered how to make your speech more appealing? Or why what is appealing to one audience is repellent to another?
Here's a list of 'appeals' that are used by master persuaders to ramp up the impact of their messages. Look them over. Become familiar with them and then mix and match to fit your audience and speech purpose.
An appeal used well acts as a touchstone setting off a supportive ripple of associated ideas, images and feelings in the minds of your audience.
- Tradition
This appeal evokes historical patterns of behaviour or events. Their longevity is honored and respected. Examples are found at international, national, region and family levels. Eg. Coming together for celebrations - Thanksgiving or Christmas, the handing down of names from one generation to the next, marriage customs...
- Love
This appeal is universal. We all feel it. A potent example: "If you truly want the best for your children you'll ...{insert whatever will tug at the heart strings}
- Nationalism
An appeal based on identification with or belonging to a country. The positive qualities attributed to its collective people become ours. Nationalism unifies and rallies. Example: "We are Americans: proud, free and masters of our own destiny."
- Authority
This appeal 'borrows' from significant others to give an argument or idea weight and validity. Endorsement advertising is one form of its expression. Afterall if 'BIG' Name Star says it's good, it must be. Other forms are expert witnesses, leading authorities in the particular field under discussion.
- Fear
Appealing to fear, real or otherwise, taps into the seemingly bottomless well of anxiety we all share. What if it all goes wrong? Hear that screech of brakes? Have you buckled up your children? Fears come in all shapes and sizes: fear of the unknown, rejection, flying, dark, disease, famine, food, future and even public speaking! Fear of what 'might' happen is a
powerful motivator.
- Self-Interest
This appeal goes to the core of 'What's In It For Me?' What does the individual stand to gain or benefit by following through on a course of action? Will they earn more money, kudos, respect...?
Like it or not self-interest drives decision making. In some it is more dominant than others.
- Pride
There are numerous variations on this appeal: national, family, male, female, personal... What makes it compelling is that it appeals to an ideal image of ourselves, our family, manhood, or country etc. Being asked to take pride is an invitation to step up, to become that image, to do something worthy of being proud of!
- Fashion
This appeal thrives because of our desire to keep up to date with the newest or latest trends. We want to be at the fore front, a leader or at least included in the group identified as being 'now'. We don't want to be left behind, to be out-moded or old fashioned and judged by our peers accordingly. Fashion can apply to clothes, cars, thinking, books, movies, houses, garden design ...anything.
Appeals used with knowledge can sway an audience's response. It is up to you to use them responsibly and well!
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Sometimes you find a link you just want to share. This is one of those: a collection of famous speeches presented by the website The Art of Manliness.
Here's a quote from the site to tempt you to look:
These speeches lifted hearts in dark times, gave hope in despair, refined the characters of men, inspired brave feats, gave courage to the weary, honored the dead, and changed the course of history. It is my desire that this library will become a lasting resource not only to those who wish to become great orators, but to all men who wisely seek out the great mentors of history as guides on the path to virtuous manhood.
Although the website's intended audience is men, anybody interested in the art of public speaking can learn from this inspiring compilation.
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Until next time,
Happy speaking,
Susan
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