1. Includes material from Guffey Ch 9, Thill//bovee Ch 9, DiResta Ch 7 Persuasive Speaking

2. Uses for Persuasive Speaking Sales News Releases Requests (within or outside of organization) Complaints (requesting adjustments, making claims)

3. Prepare: Audience Analysis Analyzing purpose Anticipating reaction Adapting to the audience Sales Audience Analysis

4. Direct or Indirect Pattern? Indirect Audience is likely to resist Information is unsolicited Direct Audience is inclined to agree with your request Information is requested

5. Communication Matters Discussion 5 Tips for Exciting Speeches how you can incorporate the ideas from this article into improving your audience connection and emotional content in your next speech?

6. Indirect Pattern for Persuasion Gain attention Build interest Introduce idea/product/service Reduce resistance Motivate action

7. Gaining Attention Open with a brief, relevant, and engaging statement that does not reveal the request immediately

8. Gaining Attention: The Hook 1.Offer something valuable 2.Promise a significant result 3.Describe a product feature 4.Present a testimonial 5.Make a startling statement 6.Provide a piece of genuine news

9. Gaining Attention: The Hook 7.Appeal to listeners’ emotions 8.Provide intriguing numbers 9.Include a sample of product 10.Issue a challenge 11.Provide a solution to a common problem

10. 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.

11. Building Interest Build the MOAT: Establish a need or problem, analyze deficiencies in status quo Build the CASTLE: Relate problem to needs/desires, picture life with problem solved Radio stations: WIIFM/MMFI

12. Introducing Product Introduce your product specifically and clearly Build the BRIDGE across the MOAT: Link your product as the solution to the audience’s problem, as the road to the CASTLE

13. Introducing Product Describe benefits, not features What does your product do for audience? saves or makes money reduces effort improves health produces pleasure boosts status.

14. Introducing Idea/Product 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.

15. REDUCING RESISTANCE Anticipate audience objections/concerns Offer counter-arguments without mentioning objection/concern

16. Reducing Resistance Counter reluctance with Facts, statistics, historical data Testimonials (particularly “experts”) Money-back guarantees, warranties Trial offers, free samples Build credibility with Proof, demonstrations Performance test results Polls, awards Be honest, but isolate limitations (only if raised by customer)

17. Reducing Resistance Example: This program has been endorsed by the Texas State Attorney General’s office as an accurate and compelling approach to sexual harassment prevention.

18. MOTIVATING ACTION: CLOSE Repeat 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 appointment buy product agree to demonstration

19. Motivating Action Example: What your employees don’t 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.

20. Example Video: Exercise Commercial Spot the components of the indirect pattern of persuasion.

21. End