11.1: Persuasion Theories
The first two parts of this book have covered strategies and techniques for preparing to speak informatively to audiences. The final portion focuses on speaking to persuade. Whereas an informational speech seeks to impart new, unique, and innovative messages to an audience, persuasive speaking takes it a step further by attempting to influence audience members’ ways of thinking or motivate them to action. In this respect, the art of persuasion requires careful planning and strategic composition, as well as delivery, to succeed. This chapter will explain why some strategies work and why others fail, as well as cover tips for refining an audience analysis to work more efficiently for a persuasive presentation.
People use persuasion to influence another person’s values, beliefs, attitudes, or behaviors. When thinking about persuasion, note the difference between influence and power .
Note to Self
Persuading others is truly an art form, which, when wielded properly and ethically, wields a unique power of its own—the power of communication that can change the world, even if it only changes it one person at a time.