| When you speak to inform, all you want from | | | | your proposal. |
| your audience is a passive reaction: "Oh, thanks | | | | (2) Measure your proposal against those |
| for that information." or "Gee, I learned something | | | | standards. |
| new." However, when you speak to persuade, | | | | (3) And if you want to persuade that your choice |
| whether you want your audience to buy your | | | | is better than other options, then compare how |
| service or buy into your idea, it's a different | | | | your proposal measures up to other options. |
| matter. If you want to win your audience over -- | | | | All these different objectives can be a little |
| influence their choices, convince them of a fact, | | | | confusing, especially since it's fairly easy for their |
| sway their opinion - you increase your odds of | | | | elements to overlap. For example, suppose you |
| success if organize it in a strategic way, | | | | want to persuade your company's executive |
| particularly depending on what your desired | | | | team to set up a fraud hotline - that's something |
| outcome is. | | | | you want them to DO. You'd need to answer the |
| There are generally three different types of | | | | four questions: WHY, WHAT, HOW, and WHY |
| outcomes or objectives for persuasive speaking: | | | | NOT. |
| DO, TRUE, or VIEW. You could try to persuade | | | | But in setting up the reason WHY they should |
| the audience to DO something, such as to | | | | establish this hotline, you might present EVIDENCE |
| participate in the Race for the Cure. Maybe your | | | | from the FBI or other crime agencies of the high |
| want to prove that something is -- or is not -- | | | | incidence of fraud in your industry and the huge |
| TRUE, such as the Wonderwiz duplicator can | | | | losses that companies realize from it. In explaining |
| produce 500 copies a minute. Or, a more | | | | HOW your proposal will solve the problem |
| subjective objective, you may want to sway the | | | | identifying fraud, you might cite TESTIMONY |
| audience to your point of VIEW, that a choice is | | | | from Certified Fraud Examiners about the value |
| desirable or better than other options, such as | | | | of fraud hotlines. Or you could convey a |
| Vendor A is better than Vendor B and C. | | | | whistle-blower's PERSONAL EXPERIENCE with the |
| Each of these desired outcomes has a different | | | | results of calling such a hotline. You may even |
| form of organization. Now the basic outline form - | | | | present some CRITERIA of a good fraud |
| or talk template - is always the same: there's | | | | protection program and COMPARE how a hotline |
| always an Introduction with a Hook and Reason | | | | measures up. |
| to Listen. There's always a Body with a Road Map | | | | So recognize these components are not exclusive |
| and Main Points. And there's always a Conclusion | | | | to just one objective. The key is first, being |
| with a Summary and Close. The difference is in | | | | absolutely clear in what your objective is, and |
| how the Main Points of the Body are organized. | | | | then, secondly, organizing your ideas in the best |
| DO | | | | way to accomplish that objective. In this case, |
| To persuade your audience to DO something | | | | the overall objective is to get the company to |
| ("Action"), the body of your talk should answer | | | | DO something, so incorporating some of the |
| four questions: | | | | other elements into the FOUR QUESTIONS |
| (1) WHY there's a need for a change, what the | | | | approach is the best strategic approach. |
| current problem is | | | | Before you start to organize your persuasive talk, |
| (2) WHAT the solution is that you're proposing | | | | write down your desired outcome in one |
| (features) for this problem | | | | sentence. You may find this will help you clarify |
| (3) HOW your proposal will solve the problem | | | | the best method to use: |
| (benefits) | | | | - I want to persuade the purchasing department |
| (4) WHY NOT (WHY would the audience NOT be | | | | to buy a new photocopier. [You want them to |
| persuaded?) - raise and overcome any possible | | | | DO something.] |
| objections to your proposal | | | | - I know the department is looking at new |
| TRUE | | | | photocopiers. I want to persuade them that the |
| To prove to the audience that something is or is | | | | Wonder Wiz duplicator is better than Crank's |
| not TRUE ("Fact"), your body could have up to | | | | Copier. [You want to sway them to your point of |
| three points: | | | | VIEW.] |
| (1) personal observation or experience | | | | - The department is considering the Wonder Wiz |
| (2) evidence | | | | brand, but some are skeptical of its capabilities. I |
| (3) expert testimony | | | | want to prove to them that the Wonder Wiz |
| VIEW | | | | duplicator can generate 500 copies a minute. [You |
| To sway your audience to your point of VIEW, | | | | want to prove that its' TRUE.] |
| usually that a choice is a desirable option or better | | | | Once your objective is clear, your main points will |
| than others ("Value"), your body would have two | | | | be easier to identify and organize, and you'll be |
| or three points. | | | | more persuasive. |
| (1) Establish criteria or ideal standards to define | | | | |