Arguing Eloquently and
Convincingly:
Speaking to Convince,
Stimulate, or Actuate
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 1: Selecting Your Topic
Causes that matter to you
Policies or laws that may be at risk
Policies and laws you would like to
change
Controversial claims you would
defend or dispute
Ethical considerations
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 2: Framing a Tentative
Position Statement
Reflects your stance on the issue that is
the focus of your speech
Step 3: Translating Position
into Thesis Statement
Provides a central, unified focus for the
speech
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 4: Researching
Your Audience
Demographics Potential attitudes
– Supportive
Psychographics
– Undecided
Personality
– Hostile
Situation – Apathetic
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 5: Defining Your
General Purpose
Changes in awareness, attitudes and
actions occur along a continuum
Include a strong informative element in
your speech
Be flexible on purposes
Speech → Change in awareness → Change in attitude → Change in behavior
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 6: Framing a Desired Outcome
Change the wording of your position
statement to reflect what you would
like your audience to believe or do
as a result of your speech
Several influences affect the ability
of persuaders to achieve desired
outcome
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 7: Matching
Purpose/Audience/Organization
Choices of organizational patterns
– Problem-solution
– Reflective thinking
– Causal
– Comparative advantages
– Criteria-satisfaction
– Claims
– Motivated sequence
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 7: Matching
Purpose/Audience/Organization
Considerations in developing and
ordering arguments
– Presenting the opponent’s argument
Two-sided argumentation most ethical
– Ordering arguments
Primacy vs. recency effect
– Getting explicit
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 8: Writing Your Introduction
Remembering attention strategies
– Immediacy and personalization
– References to the novel and use of suspense
– Use of shock, activity, drama or conflict
– Quotations
Reviewing other elements
– Credibility
– Reason to listen
– Purpose, position, and preview
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 9: Developing the Body
Use a variety of supporting materials
Examples, illustrations and case studies
may be more effective at persuading
Inexperienced speakers tend to over-rely
on statistics
Sources much be credible and unbiased
Use emotional appeals strategically
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 10: Adapting Your
Materials to Your Audience
Demographics
Psychographics
Needs
Personality
General Considerations
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 11: Choosing
Evocative Language
Concrete and vivid language
– Creating tangible images
Balanced, parallel structure
– Sentence parts “weigh” the same
Antithesis
– Juxtaposing contrasting ideas
Repetition
– Provides a sense of rhythm
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 11: Choosing
Evocative Language
Alliteration
– Adds rhythm and aesthetic appeal
First and second voice
– Using we and you enhances inclusiveness
– Using I can make a powerful impact
Rules of threes and fours
– Clusters help produce lyrical effect
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 11: Choosing
Evocative Language
Comparison and contrast
– Noting similarities and differences
enhances comprehension
Metaphor
– Direct, compressed comparison
Simile
– Comparison using “like” or “as”
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 11: Choosing
Evocative Language
Personification
– Attributing human characteristics to an idea
Analogy
– Reference to the familiar to help explain the
unfamiliar
Rhetorical questions
– Lead the audience to a preferred conclusion
Religious references
– Can be powerful but use with caution
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 12: Linking Your Ideas
Use transitions, signposts and internal
summaries to help the audience follow you
Step 13: Writing Your Conclusion
Provide closure and leave the audience
with a memorable thought
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 14: Delivering Your Speech
Extemporaneous delivery is typically
preferred
Some occasions call for a manuscript or
memorized delivery
Use note cards effectively
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
Step 15: Responding to Questions
An opportunity to demonstrate the
breadth, depth of your research
Answer questions clearly and
succinctly
Never dismiss questions and never
pretend to know an answer you do
not
Respect the allotted time
Public Speaking: Building Competency in Stages,
by Sherry Devereaux Ferguson
