TI LEGACY PROGRAM-PERSUADE WITH POWER (CC9) VS INSPIRE THE AUDIENCE (CC10).

DIFFERENTIATING CC9 AND CC10
ENHANCE YOUR
LEADERSHIP & SUCCESS
WITH ORATORY &
PERSUASION SKILLS
7 FEB 2015 | ROYAL COMMONWEALTH SOCIETY, KUALA LUMPUR
BRANDJONTAN | JON TAN
DISTRICT 51 DIVISION P PRESENTS:

PROGRAM FLOW OUTLINE
PSYCHOLOGY OF PERSUASION
ENHANCE LEADERSHIP & SUCCESS: ORATORY & PERSUASION SKILLS
2
INTRODUCTION & OVERVIEW
Psychology of Persuasion.
PART I: COMPARISON
(1) Common Ground of CC Project 9 (Persuade With Power)
And CC Project 10 (Inspire Your Audience)
(2) Similarities Between CC Project 9 (Persuade With Power)
And CC Project 10 (Inspire Your Audience)
(3) Key Differences Between CC Project 9
(Persuade With Power) And CC Project 10
(Inspire Your Audience)

PROGRAM FLOW OUTLINE
3
PART II: PROJECT PREVIEW
(1) CC Project 9 (Persuade With Power)
(2) CC Project 10 (Inspire Your Audience)
PART III: SCRIPTING GUIDE
(1) CC Project 9 (Persuade With Power)
(2) CC Project 10 (Inspire Your Audience)

INTRODUCTION & OVERVIEW
PSYCHOLOGY OF
PERSUASION
4

1. Clarity of Your Purpose And Key Message,
And Your Specific Desired Outcome.
2. Empathy For Listeners’/Audience’s Concerns (And Interests)…
And Current Mindset (Including Beliefs System And Values).
3. Help Them Change Their Current Mindset To Your Proposition
Via Logic And Emotion, By Influencing Their Thinking-Feelings-
Behavior…With Promise Of Benefits For Them.
5

PART I: COMPARISON
DIFFERENTIATING
CC PROJECT 9
“PERSUADE WITH POWER”
CC PROJECT 10
“INSPIRE YOUR AUDIENCE”
6

COMMON GROUND: CC PROJECT 9
AND CC PROJECT 10
Both CC Project 9 (Persuade With Power)
And CC Project 10 (Inspire Your Audience):
(1) Are “PERSUASIVE SPEECHES”.
(2) Seek To INFLUENCE
The Thinking-Feelings-Behavior Of People.
(3) Intend To Help Change Mindset Of Listeners/Audience.
7

SIMILARITIES: CC PROJECT 9
AND CC PROJECT 10
(1) Principles Of All Preceding CC Projects, Are APPLICABLE
To Your Performance Of CC Project 9 And CC Project 10.
(2) For Persuasive Speeches, CREDIBILITY Of The Speaker,
Is Even More Important Than For Other Speeches.
8

AND CC PROJECT 10
(3) Also, For Persuasive Speeches, Audience’s OPINION Of You,
Is EQUALLY IMPORTANT As The Content Of Your Message.
Your Listeners Must LIKE You, TRUST You And RESPECT You,
Before They Will Adopt Your Ideas…They Must View You As Someone
They Can Identify With…Someone Whose Needs And Interests Are
Similar To Theirs.
9

AND CC PROJECT 10
They Base Their Opinion Of You, On Your:
(I) Knowledge.
(II) Reputation.
(III) Sincerity.
(IV) Delivery.
10

AND CC PROJECT 10
(4) Connect To Audience AND Occasion/Specific Time.
(5) Persuade With LOGIC and EMOTION.
(6) Appeal To Their Interests.
11

AND CC PROJECT 10
(7) Identify And Appeal To Audience’s Concerns FIRST,
Before FULLY Proposing CHANGE (Or Plan), And Appealing Them
To Align To This CHANGE (Or Plan).
(8) Highlight/Dramatize The BENEFITS To Them,
For Aligning To Your Proposition of CHANGE (Or Plan).
12

KEY DIFFERENCES: CC PROJECT 9
AND CC PROJECT 10
(1) 3 Different Types Of “Persuasive Speeches”:
(I) Speech To “INSPIRE”. (Challenge Listeners/Audience
To Achieve A Higher Level Of Belief Or Achievement.)
(II) Speech To “CONVINCE”. (Appeal To Listeners/Audience
To Adopt Your Viewpoint Or Ideas.)
(III) Speech To “CALL THEM TO ACTION”. (Appeal To Listeners/
Audience To Do Something After Your Presentation.)
13

AND CC PROJECT 10
CC Project 9 (Persuade With Power) Covers:
Type (II) Speech To “CONVINCE”…And…
Type (III) Speech To ‘CALL THEM TO ACTION”.
CC Project 10 (Inspire Your Audience) Covers:
Type (I) Speech To ‘INSPIRE”.
14

AND CC PROJECT 10
(2) CC Project 10: MORE Emotional Appeal.
The Inspirational Speech Relies MORE HEAVILY On Emotional Appeal
(Than On The Logical Appeal, Found In Other Types Of Persuasive
Speeches).
15

AND CC PROJECT 10
(3) CC Project 10 (Inspire Your Audience):
Achieve A Higher Level Of Belief Or Achievement.
Upon Bringing The Audience Together In A Mood Of Fellowship
And Shared Desire….
You Challenge Listeners/Audience…
To Achieve A Higher Level Of Belief Or Achievement.
16

AND CC PROJECT 10
FIRST Recognize Accomplishments Of Listeners/Audience.
Once, Your Listeners REALIZE That You DO Recognize Their
Accomplishments (Apart From Understanding Their Concerns)…
…They will Be MORE RECEPTIVE To Your Message To Them
To Achieve A Higher Level Of Belief Or Achievement.
17

AND CC PROJECT 10
Quality And Style Of Your Delivery.
The Inspirational Speech, More Than Any Other Speech, Depends On
The Quality And Style Of Your Delivery.
18

AND CC PROJECT 10
(5) CC Project 9 (Persuade With Power):
Critical To FIRST Identify The Type Of Your Audience’s ATTITUDE.
To Successfully Appeal To An Audience To Adopt Your Viewpoint
Or Ideas, That Is, To Adopt CHANGE, You MUST FIRST Identify
Your Audience’s ATTITUDE:
(1) AGREEABLE. (2) APATHETIC. (3) HOSTILE. (4) UNINFORMED.
(5) MIXED AUDIENCE (With Two Or More Of The Above Four Types
Of Attitude).
19

PART II: PROJECT PREVIEW
CC PROJECT 9
CC PROJECT 10
20

CC PROJECT 9
21

EXECUTIVE SUMMARY
(1) The Ability To Persuade People Is A Valuable Skill.
Persuade Listeners/Audience To:
(i) Understand…
(ii) Accept…
(iii) And, Act Upon…
Your Ideas.
22

EXECUTIVE SUMMARY
(2) Your Listeners (Audience) More Likely Persuaded:
(i) If They Perceive You As Credible.
(ii) If You Use Logic And Emotion In Your Appeal.
(iii) If You Carefully Structure Your Speech.
(iv) And, If You Appeal To Their Own Interests.
23

EXECUTIVE SUMMARY
(3) Avoid Using Notes.
They May Cause Your Listeners/Audience To Doubt Your:
(i) Sincerity…
(ii) Knowledge…
(iii) And, Conviction.
24

OBJECTIVES
(1) Persuade Listeners To:
(i) Adopt Your Viewpoint Or Ideas…Or…
(ii) Take Some Action.
(2) Appeal To Audience’s Interests.
(3) Use Logic And Emotion, To Support Your Position.
(4) Delivery: Avoid Using Notes. Time: 5-7 Minutes. MINUTES.
25

REAL-LIFE EXAMPLES OF PERSUASION
(1) Adverts: Persuade You To Buy A Particular Brand
Of Soft Drink, Coffee, Antacid.
(2) Sales People: Persuade You To Buy A Car, Personal Computer,
Or A Cellular Phone.
(3) We Do It Too: (i) Persuade Spouse To Vacation In The Bahamas.
(ii) Persuade Sales Clerk To Refund Money.
(iii) Convince Your Boss, A Certain Proposal Is Better.
26

PERSUASION GIVES YOU GREAT INFLUENCE
People Who Can Speak Persuasively,
Have A Great Deal Of Influence.
The Ability To Get Others To:
(i) Understand…(ii) Accept…(iii) And, Act Upon…Your Ideas…
Is A Skill You Can Use Everyday:
(A) At Home. (B) At Work. (C) And, In The Community.
27

TYPES OF PERSUASION
(1) Your Primary Purpose In A Persuasive Speech:
Influence Your Listeners’/Audience’s
(A) Thinking…(B) (Feeling)…Or (C) Behavior.
(2) You Can Influence Your Listeners/Audience In Several Ways:
(I) “INSPIRE”
(II) “CONVINCE”
(III) “CALL THEM TO ACTION”
28

TYPES OF PERSUASION
(I) “INSPIRE”:
Your Goal Is To:
(i) Excite Your Listeners About Your Topic…Or…
(ii) Reinforce Their Existing Ideas Or Beliefs.
Examples Of This Category Of Persuasive Speech:
(A) (Religious) Sermons. (B) Commencement Addresses.
Note: You’ll Learn More About This Type Of Speech In CC Project 10
(Inspire Your Audience)
29

TYPES OF PERSUASION
(II) “CONVINCE”:
You Want Your Listeners/Audience To:
(i) Change Their Opinions…Or…
(ii) Develop The Same Opinion You Have.
You May Not Want Them To Do Anything At The Moment…
But…Change Their Minds.
30

TYPES OF PERSUASION
Example Of This Category Of Persuasive Speech:
A Presentation To Convince Listeners/Audience
That Extraterrestrial Life Exists.
31

TYPES OF PERSUASION
(III) “CALL THEM TO ACTION”:
You Want Your Listeners/Audience To Do Something, After Hearing
Your Presentation.
Examples:
(i) Sign A Petition.
(ii) Read A Book.
(iii) Buy A Product.
32

YOUR ROLE (AS A PERSUASIVE SPEAKER)
(1) Impressions Count In Persuasive Speaking.
Equal Weightage:
(i) Content Of Your Message.
(ii) Audience’s OPINION Of You.
(2) They Must View You As Someone They Can Identify With:
Someone Whose Needs And Interests Are Similar To Theirs.
33

(3) Your Listeners MUST:
(A) Like You…(B) Respect You…And (C) Trust You…
Before They Will Adopt Your Ideas.
Their OPINION Of You, Is Based On The Following:
(I) Knowledge.
(II) Reputation.
(III) Sincerity.
(IV) Delivery.
34

(I) Knowledge
You MUST:
(i) Be Qualified To Discuss The Subject.
(ii) Offer Evidence To Support Your Position (And Ideas).
You Must Know The Subject Well, and Be Able To Present
Plenty Of Evidence To Support Your Ideas.
35

(II) Reputation
(i) Your Reputation Is based On Your:
(A) Past Performances. (B) Accomplishments. (C) Honors.
(ii) Make Sure The Audience Is Familiar With Your Qualifications
Through Your:
(A) Advance Publicity.
(B) Speaker’s Introduction.
(C) Via Your Speech Itself.
36

(III) Sincerity
(i) Communicate Your Ideas With Conviction.
(ii) Believe What You’re Proposing, Will Truly Benefit The Audience.
(iii) Make It Clear, That You Have Their Interests In Mind…
And You’re Not Seeking Their Support For Your Selfish Reasons.
Note: Audiences Are Naturally Suspicious Of Anyone
Trying To Change Them In Any Way.
37

(IV) Delivery
(i) Speak Firmly And Confidently.
(ii) Establish Direct Eye Contact With Listeners.
Note: Audiences Will Be Less Likely To Accept Your Ideas,
If You Appear Timid.
38

THE AUDIENCE AND ATTITUDES
(1) Determine The Audience And Attitude/s:
How (The Way) You Present Your Persuasive Message,
Depends On:
(i) Who Your Listeners Are.
(ii) And…What Attitude/s Do They Hold Toward Your Subject.
.
39

(1) There Are 5 Types Of Audience:
(I) Agreeable
(II) Apathetic
(III) Hostile
(IV) Uninformed
(V) Mixed
40

(I) AGREEABLE
Attitude: This Audience Already Agrees With Your Opinion
Or Viewpoint.
How To/The Way: …So, You Simply Have To Strengthen And
Reinforce This Agreement.
41

(II) APATHETIC:
Attitude: (This Is Most Common.)
Your Listeners Don’t Care About Your Subject Or Views.
How To/The Way: …So, You MUST Convince Them,
That The Issue Directly Affects Them.
42

(III) HOSTILE:
Attitude: This Audience Is Opposed To:
(i) You. (ii) Your Subject. Or…(iii) Your Viewpoint.
How To/The Way: …So, You Must Help Listeners To:
(A) Recognize The Merits Of Your Position…And…
(B) Make Them Reconsider Their Own Views.
43

(IV) UNINFORMED:
Attitude: (Your Listeners Are Not Apathetic.)
They Just Do Not Know Anything About Your Subject…
How To/The Way: …So, You Will Have To:
(A) Educate Them…And…
(B) Convince Them, Of Its Importance (To Them).
44

(V) MIXED:
Attitude: The Audience Comprises More Than One Of The Above
Types: (I) AGREEABLE. (II) APATHETIC. (III) HOSTILE.
(IV) UNINFORMED.
How To/The Way: …So, You Must Address The Different Types Of The
Audience Accordingly: See Next.
45

To The Type (IV) UNINFORMED:
(i) Educate These Members Of The Audience.
(ii) Convince Them Of The Importance Of Your Subject.
To The Type (II) APATHETIC:
(i) Convince Them, That The Issue Directly Affects Them.
46

To The Type (III) HOSTILE:
(i) Help Them Recognize The Merits Of Your Viewpoint/Position…And..
(ii) Convince Them, Why They Should Reconsider Their Own Views.
.
47

HOW TO PERSUADE AND INFLUENCE
Your Burden Of Proof:
(A) Changing People’s Minds.
(B) Speaker’s Credibility.
(C) Use Of Logic And Emotion.
.
48

(A) Changing People’s Minds.
This Is Not Easy. Because Your Listeners Think They Already
Have A Rational View Of Your Subject (Whatever View That May Be).
Your Task: Provide The Proof They Need, To Change Their Minds.
Note: The More Help You Can Provide In The Process, The More
Successful You Will Be, In Persuading Your Listeners.
49

You Must:
(i) Arouse Listeners’ Interest.
(ii) Help Them Assimilate New Info, Into Their Existing Knowledge.
(iii) Guide Them, Into Forming NEW BELIEFS.
.
50

(B) Speaker’s Credibility.
This Is Even More Crucial In A Persuasive Speech.
If Your Listeners Do Not Perceive You As Credible…
You Will Have Difficulty Persuading Your Listeners To:
(i) Adopt Your Viewpoint…Or…
(ii) Take Action.
51

(C) Use Of Logic And Emotion.
Logic And Emotion Are 2 Other Factors That Have A Major Influence
On The Audience.
Logic: You Must Provide Evidence, To Convince Your Audience:
Outside Sources That Provide Proof Or Lend Support to Your Position.
Research Is Invaluable.
.
52

Emotion: This Contributes A Large Part, In People’s Willingness,
To Change Their Minds…Because Few People Are Persuaded
By Logic Alone.
Emotion Is An Effective Persuasive Tool:
(i) Arouse Emotions Such As (a) Happiness. (b) Sadness. (c) Fear.
(d) Anger. (e) Guilt. (f) Love. (g) Etc…In Your Listeners.
(ii) Relate Such Emotions To Your Subject.
53

WHAT’S IN IT FOR ME? (WIIFM?)
Remember: Listeners Always Want To Know: “WIIFM?” The Most
Successful Speeches Answer This Question. Build Your Speech On
Points Of Major Concern To The Audience, NOT On Your Concerns.
Example: If You Want To Persuade The Town To Build A Walking
Path Along The Riverfront…Point Out How The (i) Townspeople, And
(ii) Local Businesses, Will Benefit From The Path…Instead Of How The
Path Will Benefit You, An Avid Hiker.
54

ORGANIZING YOUR MESSAGE
Overall Process Of Organizing Your Message:
(1) Determine Your Purpose.
(2) Determine Your Audience (And The Occasion).
(3) Gather Info, To Support Your Purpose.
(4) Organize Your Presentation.
55

To Organize Your Presentation,
You Can Take One Of Several Approaches:
(I) Problem-Solution.
(II) Proposition To Proof.
(III) Comparative Advantage.
(IV) Motivated Sequence.
56

(I) PROBLEM-SOLUTION:
(i) State The Problem.
(ii) Present Your Solution…
…Explaining, Why It Is The Best Solution.
(iii) DISCUSS: How To Put The Solution Into Effect.
(iv) DISCUSS: What Can The Audience Do, To Contribute.
57

Example: “Speech On Local Water Pollution.”
(A) State: (a) Water Pollution Has Dramatically Increased In Your
Community. (b) Last Year, Over 2000 Fishes Died In The Lake,
Because Of This.
58

(B) Also, Appeal To The Apathetic In The Audience:
(i) Follow With The Effects (Of This Water Pollution, And Loss Of
Fishes) On The Community.
This Is To Convince Them, That The Issue Directly Affects Them.
59

(ii) Identify The Sources Of The Pollution.
(iii) DISCUSS: How To Put The Solution Into Effect.
(iv) DISCUSS: What The Listeners Can Do, To Help.
60

(II) PROPOSITION TO PROOF:
(i) Begin With Statement Of Your Proposition.
(ii) Follow with Proofs, That Support Your Proposition.
Example: Your Purpose: “Persuade Listeners To Vote For A Proposal.”
(a) Begin By Stating “Vote For Proposition A, Which Provides More
Money For Our Schools.”
61

(b) Continue With Your Reasons.
(c) Conclude With A Strong Closing Statement.
Note: This Above Pattern Shows, You Are Telling Listeners,
What You Want From Them.
Caution: This Approach Works Best With Audiences, Who Are
(1) AGREEABLE… (2) APATHETIC…OR (4) UNINFORMED…
But Could Further Alienate (3) HOSTILE.
62

(III) COMPARATIVE ADVANTAGE:
(i) Begin With Statement Of The Problem.
(ii) Identify Possible Solutions…
And Compare Their Respective Advantages And Disadvantages.
(iii) Explain Your Solution…
And Show Why It Has More Advantages Than The Other Solutions.
63

(IV) MOTIVATED SEQUENCE:
(Developed By Dr Alan M. Monroe, Professor Of Communications.)
This 5-Step Structure Can Be Adapted To Almost Any Topic.
(1) ATTENTION
(2) NEED
(3) SATISFACTION
(4) VISUALIZATION
(5) ACTION
64

(1) ATTENTION:
(i) Seize The Audience’s Attention With Your Opening…And…
(ii) Direct That Attention Toward Your Topic.
Example:
(i) “Our Rapidly Escalating Property Taxes…Are Supporting…
(ii) …A Spending Spree By Our Government.”
65

(2) NEED:
(i) State The Existing Need or Problem.
(ii) Explain Why It’s Important to your Listeners.
Example:
(i) “Property Taxes Must Be Lowered…And Government Spending
Brought Under Control.”
(ii) Explain Why It’s Important To Your Listeners.
66

(3) SATISFACTION:
(i) Present Your Solution To The Need Or Problem.
(ii) Show How It Meets The Need Or Solves The Problem.
(iii) Support Your Position (Solution) With Evidence.
Example:
(i) “Proposition X…
(ii) …Will Reduce Property Taxes…And Limit Government Spending.”
(iii) Support Your Position (Solution) With Evidence.
67

(4) VISUALIZATION:
(i) Draw A Picture Of Future Conditions…
Intensifying Audience’s Commitment To Your Position.
(ii) Show How Things Will Be…If Your Solution Is Adopted.
Or, Show Might Happen…If Your Solution Is Rejected.
Example:
(ii) “If This Proposition Fails…Our Taxes Will Continue To
Escalate…And Many People Will Lose Their Homes.
68

(5) ACTION:
(i) Turn The Agreement And Commitment You’ve Gained Into:
(a) Positive Action. Or (b) Positive Attitude.
Example:
(i) “Vote YES On Proposition X.”
69

PSYCHOLOGY OF AUDIENCE’S LISTENING
(A) Opposition’s Position:
Whichever Approach You Choose For Your Speech, DO NOT Neglect
The Opposition’s Position.
Refute Their Arguments:
(a) Begin With Their Strongest Argument...And…
(b) Conclude With Their Weakest Argument.
Reason: Listeners Remember BEST, What They Hear LAST.
So They Will Think That The Opposition’s Position Is WEAK!
70

PSYCHOLOGY OF AUDIENCE’S LISTENING
(B) Your Proposition’s Position:
(a) Begin With Your Weakest Point...And…
(b) Consequently…Conclude With Your Strongest Point.
Reason: Your Listeners Will MORE LIKELY Remember This
(Strongest Point).
71

YOUR ASSIGNMENT: CC PROJECT 9
Focus On Persuasion.
To Persuade With Power, You Are To:
(1) Persuade Listeners To:
(A) Adopt To Your Viewpoint/Ideas (Type (II) “CONVINCE”)…Or…
(B) Take Some Action (Type (III) “CALL THEM TO ACTION”).
DO NOT Give An INSPIRATIONAL SPEECH.
This Type Of Speech Will Be Addressed In CC Project 10
“Inspire Your Audience”.
72

(2) Know Your Audience:
(i) Analyze Your Audience…And…
(ii) Appeal To Their INTERESTS…NOT Your Own Concerns.
(3) Support Your Position:
With (i) Logic…And (ii) Emotion.
73

(4) Scripting And Delivery:
(i) Organize Your Thoughts Carefully.
(ii) Choose Words That Will ADD POWER To Your Message.
(iii) Use Body Language And Vocal Variety, To Add
Even More Drama And Impact.
(iv) Use Visual Aids, If They Contribute To Your Message.
NOTE: Avoid Using Notes. They May Cause Your Audience To Doubt
Your (a) Knowledge (b) (Reputation). (c) Sincerity. (d) Conviction.
74

Extra Note:
(i) Incorporate Appropriate Suggestions From The Evaluations,
You Received In Previous Speeches.
(ii) As You Prepare Your Speech… Thoroughly Research Your Subject.
(iii) Review The Speaker’s Checklist In CC Project 1.
75

CC PROJECT 10
76

EXECUTIVE SUMMARY
(1) An Inspirational Speech Relies Heavily On
EMOTIONAL Appeal.
(2) It Motivates An Audience To Improve:
(i) Personally. (ii) Emotionally. (iii) Professionally. Or (iv) Spiritually.
77

EXECUTIVE SUMMARY
(3) (The Inspirational Process):
(a) It Brings The Audience Together In A Mood Of Fellowship
And Shared Desire.
(b) It Builds The Audience’s Enthusiasm.
(c) It Then Proposes A Change Or Plan.
(d) And…Appeals To The Audience To Adopt This Change Or Plan.
78

EXECUTIVE SUMMARY
NOTE:
As This Speech Will Last Longer (8-10 Minutes) Than Your 9 Previous
Talks…Make Arrangement With Your VPE, For Extra Time.
79

OBJECTIVES
(1) Inspire The Audience By:
(i) Appealing To Noble Motives…And…
(ii) Challenging The Audience, To Achieve A Higher Level Of:
(a) Beliefs. Or (b) Achievement.
(2) Appeal To The Audience’s (i) Needs…And (ii) Emotions.
To Add Drama & Impact, use: (a) Stories. (b) Anecdotes. (c) Quotes.
(3) Delivery: Avoid Using Notes. Time: 8-10 Minutes).
80

INSPIRE YOUR AUDIENCE
CC Project 9 Identifies 3 Types Of Persuasive Speeches:
(I) INSPIRE. (II) CONVINCE. (III) CALL LISTENERS TO ACTION.
CC Project 10 Focuses On The First Type:
(I) Speeches That INSPIRE.
81

PURPOSE OF AN INSPIRATIONAL SPEECH:
Motivate An Audience To Improve:
(i) Personally. (ii) Emotionally. (iii) Professionally. Or (iv) Spiritually.
An Inspirational Speech Encourages Listeners To:
(a) Experience Greater Success.
(b) Adopt Higher Goals Or Ideals. Or…
(c) Contribute To The Success Or Goals Of An Organization.
82

Most Common Examples Of Inspirational Speeches:
(i) Commencement Addresses.
(ii) Motivating Business Teams.
(iii) Motivating Sports Teams.
(iv) Political Rally Speeches.
(v) Religious Sermons.
(vi) Motivating Club Members.
83

Important Note:
The Inspirational Speech Relies MORE HEAVILY
On Emotional Appeal (Than On The Logical Appeal,
Found In Other Types Of Persuasive Speeches).
84

An Inspirational Speech:
(a) Brings The Audience Together In A Mood Of Fellowship
And Shared Desire.
(b) Builds The Audience’s Enthusiasm.
(c) Then, Proposes A (Higher Level) Change Or A (Higher Level) Plan.
(d) And, Appeals To The Audience To Adopt This (Higher Level)
Change Or (Higher Level) Plan.
85

The Inspirational Speech Strives To Address The Following:
(1) Connect To Audience And Occasion:
(i) Connect With Listeners’ Needs And Emotions: (a) Feelings.
(b) Fears. Or (c) Goals…At This Particular Time And Occasion.
(2) Why The Need For Change:
Explain: (i) Why And How The Situation Is Changing…Or…
(ii) Why These (a) Feelings, (b) Fears, Or (iii) Goals…May Be
Inadequate Or Counterproductive.
86

(3) Higher Level Of Beliefs Or Goals:
(i) Motivate…And (ii) Challenge Listeners To:
(a) Adopt Higher, Nobler Attitudes, Feelings, Values And Goals.
(b) Enjoy/Reap The Benefits, Of Doing So.
87

CONNECTING WITH THE AUDIENCE
To Inspire Listeners, You Must Speak To A
(i) Desire…(ii) Need…Or (iii) Concern…
…That They:
EITHER (a) ALREADY FEEL…
OR (b) MAY NOT HAVE YET RECOGNIZED.
88

5 LEVELS OF HUMAN NEEDS:
Psychologist Abraham Maslowe’s “Hierarchy Of Needs”
Identifies 5 Levels Of Human Needs:
Level 1: Physiological Needs.
Level 2: Safety (And Security) Needs.
Level 3: Belongingness And Love.
Level 4: (Self) Esteem.
Level 5: Self-Actualization.
89

Level 1: Physiological Needs.
(a) Air. (b) Food. (c) Drink. (d) Sleep. (e) Shelter. (f) Warmth.
Level 2: Safety (And Security) Needs.
(a) Security. (b) Stability. (c) Protection From Harm. (d) Structure.
(e) Orderliness
90

Level 3: Belongingness And Love.
(a) Acceptance And Approval. (b) Affection. (iii) Part Of A Group.
Level 4: (Self) Esteem.
(a) Self-Esteem. (b) Self-Respect. (c) Self-Confidence.
(d) Achievement. (e) Reputation. (f) Prestige. (g) Recognition.
(h) Status. (i) Competence. (j) Independence.
91

Level 5: Self-Actualization.
(a) Realization Of Potential. (b) Self-Fulfilment.
If You:
(i) Tap Into These Needs…And…
(ii) Build Onto These Needs In Your Speech,
You Will Be Able To INSPIRE Your Audience.
92

CRAFTING AN INSPIRATIONAL SPEECH
ESSENTIAL: Thorough Understanding Of:
(i) Occasion…And (ii) Listeners (Audience):
(a) What Is The Purpose Of Your Talk?
(b)What Message Do You Want To Convey?
(c) What Is UNIQUE About Them?
(d) What Are The Listeners’ Backgrounds?
93

(e) What NEEDS Do They Have?
(f) What Are They THINKING?
(g) What Do They WANT To Hear?
Using Such Information, You Can:
(i) Better Address Their Needs And Concerns…And…
(ii) Develop A Plan to INSPIRE Them.
94

Example: You Are A Corporate Executive, And Your Company
Is Undergoing A Major Reorganization. You Want Your Presentation
To INSPIRE Employees, To Embrace The Changes, And Help
The Company Become Even Better Than Its Competitors.
(The Following Desires, Needs Or Concerns Would Probably Arise,
And Should Be Addressed FIRST): See Next.
95

Level 2: Safety Needs
Employees Will Be Concerned About Their Jobs.
“Will I Have One?” “How Will It Change?” “What about Pay?”
Level 3: Belongingness And Love
They Will Be Concerned About Being Part Of A Team.
“Will I Fit In with A New Group Of People, And A New Work
Environment?” “Does The Company Like Me?”
96

Level 4: (Self) Esteem
They Will Be Concerned About Their Value To The Company.
“Will I Keep My Current Position, Or Be Demoted?”
“Are My Skills Still Important?”
Level 5: Self-Actualization
They Will Be Concerned About Their Personal Growth.
“Will There Be Opportunities For Promotion?”
“Will I Be Able To Achieve My Goals?”
97

You Must FIRST Address These Concerns At Each Level…
Before You Can INSPIRE These People To:
(i) Welcome The Changes Ahead…And…
(ii) Strive To Perform To The Best Of Their Abilities.
98

Why? An Employee Will Have Difficulty Embracing A Noble Cause,
Like Helping The Company To Become More Productive…
If He Is WORRYING About Losing His Job In The Process.
You Want To ASSURE Employees FIRST, That Their Jobs Are
Secure…That They Are Valued As A Team And Individually…
And That The Company Recognizes Their Many Contributions…
And Wants Them To Achieve Their Potential.
99

Once, Your Listeners REALIZE That You:
(i) Understand Their Concerns…And…
(ii) Recognize Their Accomplishments…
…Then, They Will Be MORE RECEPTIVE To Your Message.
100

CHANGING THE STATUS QUO
(1) Connect With The Audience.
(2) Explain Why Need For Change:
(A) Why And How Changes Will Be Occurring…OR…
(B) Why Listeners’ Current Attitudes, Feelings, Values, Goals,
Desires, Concerns, Hopes And Fears…May Be Inadequate
Or Counterproductive.
101

Example 1: “Commencement Speech”
You Could DISCUSS:
(i) How Students Are Leaving The Security Of Their
School…Friends…And Families…To Enter University Life
OR The Business World.
(ii) The Ways In Which Their Lives Will Change…And…
(iii) The Challenges They Will Encounter.
102

Example 2: “Inspirational Speech At A Political Rally”
You Could DISCUSS:
(i) How And Why The Current Political Leadership Came Into Power.
(ii) Their Mistakes.
(iii) How These Mistakes Have Affected The Community
And Your Listeners.
(iv) And, How Listeners’ Complacency Will Allow
MORE Mistakes To Happen.
103

INSPIRE THEM: THE LAST PORTION
The Last Portion Of An Inspirational Speech
Is Devoted To:
(i) The Need For Change.
(ii) What Listeners Can Do, to Bring About This Change…And…
(iii) The Benefits This Change Will Bring For Everyone.
104

(A) You (i) Motivate…And (ii) Challenge…Listeners:
To Adopt Higher, Nobler Attitudes, Feelings, Values, Goals, Hopes,
Desires, Behaviors.
(B) Elaborate On The Advantages That Change/s Will Bring
To The Listeners.
105

NOTE: IN SOME SITUATIONS, YOU MAY WANT TO MENTION:
(C) The Struggles That Will Be Encountered In The Process.
(D) What Will Happen To Those Who Don’t Cooperate…
OR, Who Try To Prevent The Change From Happening.
106

Example: “Purpose: Motivate Sales Team To Achieve New Goals.”
(i) You Could:
(a) Explain Why The New Goals Are Necessary…And…
(b) Introduce The New Sales Plan.
(ii) Spell Out: What Listeners CAN DO, To Bring About This Change.
(iii) Then, You Could Explain: “The Advantages Of This New Sales
Plan/Change” That Will Bring For Everyone.
107

(A) “Appeal To Their Pride And Professionalism, Toward Their Work
and Toward The Company.”
(B) Elaborate On The Advantages That Change/s Will Bring To Your
Listeners.
IN SOME SITUATIONS, YOU MAY WANT TO MENTION: See Next.
108

(C) The Struggles That Will be Encountered In The Process.
(D) Point Out: Those Who DO NOT Help The Company Move Forward
Will Not Have A Place In The Organization…But Those Who DO
…Will Have New Opportunities…And Will Experience The Excitement
Of Being Part Of A Winning Team.
Then, Reenergize Their Enthusiasm And Commitment To The
Company, And To The Sales Goal.
109

HOW YOU SAY IT: DELIVERY
You Can Add Drama And Impact To Your Speech…
If You:
(A) Use Throughout Your Speech: (i) Human Interest Stories.
(ii) Anecdotes. (iii) Quotes…About (a) Overcoming Adversity…And…
(b) Achieving Success.
They (i) Attract The Audience’s Interest…And…
(ii) Add Meaning To Your Message.
110

(B) Use Language That: (i) Unites Listeners…And…
(ii) Establishes A Bond, Between You And Them.
Such As “You” And “We”.
(C) Use Vivid Words That Allow Listeners To Visualize
All Of The Good Things That Will Happen…If They Do,
What You Say, That Needs To Be Done.
111

(D) Use Positive Words, NOT CRITICISM,
To Stir Them To ACTION.
(E) Use Action Verbs, To Convey Power.
112

NOTE: The Inspirational Speech, More Than Any Other Speech,
Depends On The Quality And Style Of Your Delivery.
(i) Your Presentation Should Be:
(a) Direct And Urgent…
(b) Showing That You Really Care About How Your Listeners
React/Respond.
113

(ii) You Must Prove To Listeners, That:
(a) You Are SINCERE…And…
(b) You BELIEVE In Your Message.
(iii) Be Confident And Forceful…
And, Show:
(a) Enthusiasm, And…
(b) Vitality.
114

(iv) Body Language:
(a) Use Body Language…
To Demonstrate Your CONVICTION.
(b) Your Body Gestures…
Should Convey ENERGY AND POWER.
115

(v) CONCLUSION: Your Conclusion Should Be:
(A) EMOTIONALLY POWERFUL…And (B) DYNAMIC.
(a) It Should CHALLENGE Listeners, Or DEMAND
That They COMMIT To Your Cause.
(b) And, The Conclusion Should DRAMATIZE THE BENEFITS
Of Doing So. (WIIFM?)
(c) Finish With A MEMORABLE Final Statement.
116

CC Project 10 Emphasizes “Speaking To Inspire”.
You Are To:
(I) Select An Occasion, For Which An Inspirational Speech Would Be
(i) Necessary…OR (ii) Appropriate.
(1) It Could Be Something Suitable For Your Club Members.
Such As A Speech About The Importance Of “Doing Your Best”,
When Preparing For Meeting Assignments.
117

(2) Or, Your Talk Could Be For An Imaginary Occasion.
Such As (a) A Team Pep Talk. OR (b) A Commencement Address.
NOTE: If You Plan To Present To A Hypothetical Special Occasion,
Tell The TME, So That It Could Be Announced To The Audience.
118

(II) (i) Appeal To Noble Motives…And…
(ii) Challenge The Audience…
To Achieve A Higher Level Of (a) Beliefs…OR (b) Achievement.
(III) (i) Appeal To The Audience’s (a) Needs…And (b) Emotions.
(ii) Add Drama And Impact, With:
(a) Human Interest Stories.
(b) Anecdotes. And…
(c) Quotes.
119

Note: Avoid Using Notes, Since They May Cause The Audience To
Doubt Your (i) Knowledge. (ii) Reputation. (iii) Sincerity. (iv) Conviction.
Extra Note (A):
Your Speech Also Should Include What You Have Learned In Previous
Projects 1-9, About: (i) Purpose. (ii) Organization. (iii) Word Usage.
(iv) Body Language. (v) Vocal Variety. (vi) Research.
(vii) Visual Aids (If Appropriate). And (viii) Persuasive Techniques.
120

Extra Note (B):
(i) Incorporate Appropriate Suggestions From The Evaluations,
You Received In Previous Speeches.
(ii) As You Prepare Your Speech, Thoroughly Research Your Subject.
(iii) Review The Speaker’s Checklist In Project 1, As You Prepare
Your Speech.
121

PART III: SCRIPTING GUIDE
CC PROJECT 9
CC PROJECT 10
122

CC PROJECT 9
123

APPENDIX 1
Please Refer To Document:
Scripting Guide:
Toastmasters International
Competent Communicator Project 9:
“Persuade With Power”
124

CC PROJECT 10
125

APPENDIX II
Please Refer To Document:
Scripting Guide:
Toastmasters International
Competent Communicator Project 10:
“Inspire Your Audience”
126

“WE WERE
ALL BORN PRINCES
AND PRINCESSES.
THEN THE CIVILISING PROCESS TURNS
US INTO FROGS.” ERIC BERNE
127

TI LEGACY PROGRAM-PERSUADE WITH POWER (CC9) VS INSPIRE THE AUDIENCE (CC10).

Recommended

Recommended

More Related Content

Similar to TI LEGACY PROGRAM-PERSUADE WITH POWER (CC9) VS INSPIRE THE AUDIENCE (CC10).

Similar to TI LEGACY PROGRAM-PERSUADE WITH POWER (CC9) VS INSPIRE THE AUDIENCE (CC10). (20)

More from Brandjontan Jon Tan

More from Brandjontan Jon Tan (12)

Recently uploaded

Recently uploaded (20)

TI LEGACY PROGRAM-PERSUADE WITH POWER (CC9) VS INSPIRE THE AUDIENCE (CC10).