The #1 Important Craft: Powerful Persuasive Speaking

If you are professional speaker, a sales trainer, a corporate trainer or a service professional who wants to get more clients or customers, the one skill you need to learn is persuasive speaking.   Although most attribute this skill to having to talk in public, the fact is that non-pros need to learn the art of persuasion during their professional (no matter what they do for a living) or personal life. However, for this article; we will deal with the realities of using it with public speaking.

In today’s competitive workplace, persuasive speaking is not a luxury, it’s a necessity. It all boils down to trying to get someone to understand your point of view, your thoughts, dreams or hopes.

As the phrase suggests, persuasive speaking is defined as the skill of using words in order to influence a person or a group of people.

Persuasive speaking deals with guiding or appealing to a person’s emotional or rational mind in order for them to accept a particular idea.

 Ladies & Gentleman: Please Welcome the Elements of Persuasive Speaking

 There are many things that relate to the successful outcome of persuasive speaking. Although some may argue that being a good persuasive speaker is an inherent trait, the fact is that this skill that can be perfected through practice. Put the time in and it’s not really impossible for a person to develop an excellent persuasive speech.

This vital skill involves the use of arguments, symbols, rationales, data, metaphors and even jokes to steer the audience into the speaker’s way of thinking. The fact is that each speech differs depending on the person providing it. However, there are three common elements usually involved in persuasive
speaking.

 Ethos, Pathos and Logos: Three Pillars of Persuasive Speaking!

No, those three words aren’t Greek for “The Three Musketeers!”  They simply mean: credibility, emotion and logic respectively. These are known as the three pillars of persuasive speaking.

When it comes to persuasive speaking, Ethos refers to the speaker’s credibility. This includes their personal as well as education background relating to the topic they are discussing. For example, in persuasive speaking, the audience is more inclined to believe a doctor talking about the latest innovation in medicine as opposed to a marketing representative. That is why in advertisements in newspapers or television a doctor is used to promote the product.

Pathos on the other hand targets the emotion of the audience in persuasive speaking. This can be done by presenting a story, creating a metaphor, providing a simile or any other example that would relate to the discussion. Public Speakers use this type of persuasion all the time.

Lastly, logos deal with logic or data (or the left side of the brain, as I call it.) Remember: When using persuasive speaking as a means to an end, your goal is to show your audience that they are not
dealing with a fictional situation… but a real one. For example, persuasive speaking concerning the
worsening effects of global warming would be more effective with corresponding temperature reports about heat levels. Audiences are instinctively: Show-me-the-facts-to-prove-your-point-before-I
doze-off-here zzzzzzzzzzzzzzzzzzz!

During this particular topic (that is as dry at vermouth), the use of statistics provides a more “real” feel for the audience. It shows (not tells) that is an ongoing concern. In most persuasive speaking scenarios. Logos  are usually provided in an illustrative form with conclusions and ideas that conveniently tie around the data for added conviction. I call this “the connection!”

For instance, during power-point, the speaker will usually use graphs to display the logic of the situation.

In the End, Persuasive Speaking Lives or
Dies with Communicator!

Last, but certainly not least, it all comes down to the Public Speaker himself. The most important element in persuasive speaking is the messenger delivering the speech or seminar. Remember: No matter how beautifully crafted that speech is, persuasive speaking will not work with a speaker who is incoherent and lacks confidence and is not prepared (which is the key!)

Keep in mind the idea of persuasive speaking is to convince others of the speaker’s viewpoint. Hence, the communicator must also show his listener’s that he completely knows and believes the idea he is  resenting to them. Remember; whether you want to admit it or not, you are always selling your products, your
services, your character.  That said, when it comes to effective selling, you have to believe in yourself, your
product … or your topic. Your job is to prove to your audience that it works as advertised.

AUTHOR’S BIO:  Before Peter reinvented himself from a successful stand-up comic into an in-demand speaker, freelance advertising copywriter/problem solver, he worked on many TV shows, including Married With Children, Hope and Faith, and Whoopi.  He is the author of the critically acclaimed book If Not Now… Then When?” Stories and Strategies of People Over 40 Who Have Successfully Reinvented Themselves.

For info on his book and to sign up for his FREE Reinvent This! E-zine and get his 4-in-1 Total Success Reinvention Package (a $75 value). Go to www.reinventyourselfnow.com/reboot-your-career/

If you’re interested in public speaking, please sign up for Peter’s FREE 7 Days to MORE Effective Public Speaking e-course (a $127 value) and get FREE Mp3 downloads at  www.publicspeaklikeapro.com.]