10 The Art of Persuasion
Persuasive speaking is often used to promote a particular viewpoint, influence a belief, or motivate action. Success depends on more than simply providing information. A speaker must engage the audience’s minds and hearts. The following are some strategies for achieving this goal:
A. Logos, Pathos, and Ethos
If you are attempting to persuade an audience, much can be learned from the ancient Greeks. Logos, pathos, and ethos strategies are still relevant.
- Logos: Convince your audience that your argument is logical.
- Pathos: Reach them on an emotional level.
- Ethos: Lastly, to establish your credibility and emphasize that your intentions are ethical and that you have your audience’s best interests at heart.
For example, if you were giving a speech on the benefits of quitting smoking, you could weave these three techniques into your speech. The logos component could include facts on the dangers of tobacco. You might mention that, according to the C.D.C., smoking kills an estimated 480,000 Americans each year, and smoking-related illnesses cost the U.S. an estimated $300 billion annually. Using a pathos approach, you may play on the fact that smoking shortens life expectancy by seven to eight years, and this is time that could be spent with loved ones, watching grandchildren grow up. Ethos could be established by stating that you are a health professional whose mission is to help your audience live longer, healthier lives.
B. Emphasizing Benefits
Emphasizing benefits is an effective persuasive tool. Advise your audience how embracing your argument will benefit them. Benefits come in many forms: financial, social, spiritual, and self-fulfillment. Your audience will be easier to persuade if you show them that the change you are asking for will benefit them more than it costs.
C. Emphasize Audience Values and Beliefs
Present your argument in a way that is consistent with your audience’s values and beliefs. People will be more willing to buy into your persuasive goal if they feel it is compatible with how they see themselves and the world around them. Attempting to change an audience’s belief system in a single speech is likely to be a futile effort.
D. Keep Audience Comfort Zone in Mind
Present your persuasive argument in a context that does not attempt to change your audience’s comfort zone excessively. People prefer small changes over significant upheavals. Asking for too much too soon may weaken your persuasive argument. Creating real change with an audience may require compromise. For example, rather than encouraging your audience to cut out all sugar and red meat from their diets and exercise thirty minutes daily, you may persuade them to reduce their intake of certain foods and create a moderate exercise plan that fits their lifestyle. Car dealers are familiar with this approach. Rather than telling you the car you are considering costs $40,000, they will emphasize that it’s priced at affordable monthly payments of $349.
