13.5 Constructing a Persuasive Speech

13.5 Constructing a Persuasive Speech

In many ways, creating a persuasive speech brings together everything you have already learned about public speaking. You will still analyze your audience, develop a purpose and central idea, use evidence, and practice delivery. However, persuasive speaking requires you to apply these steps with a stronger focus on influencing your audience and encouraging some form of change.

Formulating a Proposition

In persuasive speaking, your central idea is usually called a proposition or claim. Choosing the correct type of proposition is essential because it shapes how you organize and present your speech. Your choice should reflect your topic, your audience, and your assignment.

There are four main types of propositions.

1. Proposition of Fact

A proposition of fact focuses on whether something is true or false based on evidence. It does not address whether something is good or bad or what action should be taken.

Examples include:

• Converting to solar energy can save homeowners money.
• Climate change has been caused by human activity.
• Watching violence on television causes violent behavior in children.

These claims are debated and require evidence to support them. A speech with this type of proposition aims to demonstrate that the statement is accurate.

Organization Example

Proposition: Converting to solar energy can save homeowners money.

• Government incentives make installation more affordable.
• Solar energy reduces long-term energy costs.
• Solar systems require less maintenance.

A persuasive speech of fact should also include a section that addresses reservations—audience doubts or counterarguments—and provides evidence to respond to them.

2. Proposition of Definition

A proposition of definition argues that a concept or term should be understood in a particular way.

Examples include:

• Alcoholism should be considered a disease.
• The Second Amendment does not include certain types of weapons.
• A specific action does not meet the legal definition of a crime.

These propositions focus on clarifying meaning rather than changing behavior. While you may not often use this type in class, it is common in legal and academic contexts.

3. Proposition of Value

A proposition of value makes a judgment about something being good or bad, right or wrong, or better or worse.

Examples include:

• Hybrid cars are the best form of automobile transportation available today.
• Capital punishment is morally wrong.
• A vegan diet is the healthiest lifestyle.

With this type of proposition, you must first define the key value term, such as “best” or “ethical.” Different audiences may interpret these words differently, so clear definitions are essential.

Organization Example

Proposition: Hybrid cars are the best form of automotive transportation available today.

• Definition of “best”: reliable, cost-efficient, and environmentally responsible.
• Hybrid cars are reliable.
• Hybrid cars are fuel-efficient.
• Hybrid cars are environmentally responsible.
• Addressing reservations, counterarguments, and misconceptions.

4. Proposition of Policy

A proposition of policy calls for a specific change in behavior or policy. These propositions often include the word “should.”

Examples include:

• The government should ensure clean water standards.
• Drivers over 75 should complete regular health checks.
• Individuals should monitor their blood pressure.

Policy speeches may aim for agreement, sometimes called “think” speeches, or immediate action, sometimes called “do” speeches or speeches to actuate.

Organization for Propositions of Policy

A common structure is problem–solution or problem–cause–solution, which shows that a problem exists and explains how to fix it.

For speeches designed to motivate action, a more detailed structure is often used.

Monroe’s Motivated Sequence

1. AttentionIntroduce the topic, establish credibility, and present your main idea.
   • Attention-getter: Connect the audience to you.
   • Orientation.
   • Credibility.
   • Preview or thesis statement.
2. NeedShow that a real problem exists and explain why it matters.
   • Problem statement.
   • Examples and evidence.
   • Explanation of effects.
   • Connection to the audience.
   • Criteria for a solution.
3. SatisfactionPresent and explain your solution.
   • Solution statement.
   • Explanation.
   • Evidence that it works.
   • Addressing objections.
4. VisualizationHelp the audience imagine the future.
   • Positive outcomes if the solution is used.
   • Negative consequences if it is not.
5. ActionTell the audience exactly what to do.
   • Summary.
   • How to implement the solution.
   • Clear call to action.
   • Strong closing statement.

Comparative Advantages

For some topics, especially when the problem is already understood, you can use a comparative advantages approach.

Proposition: One option is better than another.

• This option is better because…
• This option is better because…
• This option is better because…

This structure is often used in advertising and product comparisons.

Strengthening Your Arguments

Once your structure is complete, focus on building strong support:

• Use credible sources that your audience will trust.
• Present new or surprising information (Reinard, 1988; McCroskey, 1969).
• Ensure your evidence is relevant, accurate, and up to date.
• Avoid taking information out of context.

For example, citing data from the Centers for Disease Control and Prevention is generally more effective than using less reliable sources.

Enhancing Your Delivery and Style

To make your speech more engaging:

• Use narratives, examples, and quotations.
• Incorporate clear and vivid language.
• Use presentation aids thoughtfully and keep them simple and focused.

Visuals can be powerful, but too many can distract from your message.

Delivery and Credibility

Effective delivery strengthens your credibility, or ethos. Research shows that delivery affects how audiences perceive speakers (Burgoon, Birk, & Pfau, 1990).

To improve delivery:

• Maintain eye contact.
• Use vocal variety.
• Show energy and confidence.
• Integrate visuals smoothly.

Final Thought

A persuasive speech allows you to advocate for ideas that matter to you and your audience. By choosing a clear proposition, organizing your ideas effectively, and supporting your arguments with evidence, you can create a strong and meaningful message.

As you finalize your speech, focus on balancing ethos, or credibility; logos, or logic and evidence; and pathos, or emotional appeal, to connect with your audience and increase your impact.