English writing practical

When you are attempting to PERSUADE an audience, there are many issues to consider. Here is the most important: your audience will always ask this question -  WHAT'S IN IT FOR ME?  They will wonder: why should I believe you, why should I agree with you, and why should I DO what you want me to do??? These questions will lead to one major concern: what does the listener get in return? There are many ways this is discussed in Chapter 17.

Consider the beginning of the chapter: the example the author gives is a speaker LOSES her audience because she fails to explain the benefits for the audience. So the audience loses interest in her speech. 

As a speaker, you have to do everything you can to anticipate your audience's needs and expectations. Even if it is as simple as satisfying the professor's requirements for an assignment. "Metz expects me to answer these questions." Or, "Metz expects me to create a video that explains why this movie is worthy of being my favorite movie." If you can anticipate your audience's needs and expectations, your persuasion will be stronger.

There are THREE GOALS of Persuasive Speech: to strengthen the audience's belief in your position; to weaken your audience's opposition in your position; to motivate your audience to take a specific action.

There are three types of Persuasive Claims:  FACT, VALUE, POLICY

A FACT Claim states something is TRUE or FALSE. In the past, it seemed that facts were easy to distinguish. Now, it seems there are some who can't even agree on what a fact is. We live in very strange times when we cannot agree on what is fact. 

A VALUE Claim make a judgment about an idea - good, bad, right, wrong, moral, immoral, etc.

A POLICY Claim asks that an action be taken by others. 

THE NATURE OF PERSUASION

The  CENTRAL  route: this is the THINKING version. Take in information and process it LOGICALLY? A strong argument is likely going to create a central route. 

The  PERIPHERAL  route: audiences who use this route do not process the information logically. This route relies on flashy visual aides including slides, cues, people, etc. This seems to be easier to use.

Who is Your Audience? Your speech should consider the audience. You have to tailor your points and ideas to convince the audience. This is called  STRATEGIC DISCOURSE . You will choose which ideas, examples, arguments to include in your attempt to convince the audience. Your audience has needs. It is your job to know/anticipate these needs.

If I am talking to a group of teachers, they would NEED to know certain things. Therefore, I would be wise to use STRATEGIC DISCOURSE to know what to say. If you are talking to your co-workers, you would do the same. You have to decide what information, words, ideas to use to PERSUADE THEM that something you are saying is a FACT, a VALUE, or a POLICY claim.

Values: a core belief or peripheral belief. You will be unable or unlikely to change a  CORE belief  (religion, politics, family history, etc.). Can someone convince you to change religions? I doubt it.  A PERIPHERAL  belief is easier to change and alter.

KEY IDEA: DEMONSTRATING HOW YOUR AUDIENCE BENEFITS: we are selfish - even when we want to help others. If there is a benefit to the audience that is seen - money, possessions, tangible things - you can persuade them. If there are benefits that are NOT seen, you can still convince them (power, happiness, pride) because there is still something "in it" for the audience.

ETHICAL PERSUASION - this is tricky. Being an ethical person is always good. Isn't it? But what if being a bit unethical helps you PERSUADE your audience?

How does this sound: "Please continue to pay your gum dues during this pandemic. If I have to close my gym, my kids and I will be homeless. Do you really want that on your conscience?"

You want to be honest because in the long run, it strenthens your postion. But there are times when a bit of "unethical" persuasion might be helpful. You get to decide. Be careful.

Ways to create an ethical persuaive position: research, admit biases, be direct.