How to Organize a Persuasive Speech or Presentation

Summary

In this Communication Coach video, Alex Lyon delves into the art of persuasive presentations, contrasting them with informative ones. He outlines the structure, emphasizing the problem-solution-benefit arc crucial for convincing listeners. From crafting an impactful introduction to a compelling conclusion with a clear call to action, the video offers insights on how to effectively persuade an audience, encouraging them to think or act differently.

Takeaways

• 📝 The script discusses the structure of a persuasive presentation, emphasizing the problem-solution-benefit approach.
• 📑 Persuasive presentations aim to convince the audience, moving their opinion or behavior from one point to another, unlike informative presentations which focus on sharing information.
• 🎯 The introduction of a persuasive presentation should include an attention grabber, a clear statement of what's in it for the audience, a thesis that presents an argument, and a preview statement that emphasizes the problem and implies a solution.
• 💡 The main point of the thesis in a persuasive presentation should highlight a problem that the audience may not be aware of, preparing them for the solution to be presented later.
• 🔑 The body of the presentation should be organized into three main points: problem, solution, and benefit, following the persuasive arc seen in most successful commercials and presentations.
• 🛌 An example given in the script is a commercial for mattresses, which follows the problem-solution-benefit structure effectively to convince viewers.
• 📊 The script suggests using statistics, stories, and quotations to support each section of the presentation, ensuring that the arguments are well-substantiated.
• 🚨 The problem section should be emphasized more in the presentation, with more supporting details to make a strong case for the need for the solution.
• 🏁 In the conclusion of a persuasive presentation, there should be a signal indicating the end, a reiteration of the main message, and a clear call to action urging the audience to take the first step based on the solution provided.
• 📋 The call to action should be specific, giving the audience a tangible next step to take, such as filling out forms to start a retirement account as mentioned in the script.
• 🔄 The conclusion should also include a clincher that echoes the attention grabber used at the beginning of the presentation, creating a cohesive and impactful ending.

Q & A

What is the main difference between informative and persuasive presentations?

Informative presentations aim to share information or teach the audience, while persuasive presentations are designed to convince the audience, moving their opinion or behavior from one point to another.

What are the four essential parts of an introduction in a persuasive presentation?

The four essential parts are an attention grabber, an explanation of what's in it for the audience, a clear thesis statement that presents an argument, and a preview statement that emphasizes the problem and implies a solution.

How should the thesis statement in a persuasive presentation differ from that in an informative presentation?

In a persuasive presentation, the thesis statement should not only be straightforward but also present an argument, showing the audience that there is a problem they need to be aware of, which will be addressed in the presentation.

What is the purpose of the preview statement in a persuasive presentation?

The preview statement in a persuasive presentation emphasizes the problem and implies a solution, setting the stage for the main points that will be discussed in the body of the presentation.

What is the typical structure for the main points in the body of a persuasive presentation?

The main points in the body of a persuasive presentation should be structured as problem, solution, and benefit, following the persuasive arc that is commonly found in effective presentations.

Why is it important to emphasize the problem in a persuasive presentation?

Emphasizing the problem is crucial because it convinces the audience that there is an issue that needs addressing, making them more receptive to the solution and benefits presented later in the presentation.

Can you provide an example of how a problem might be presented in a persuasive presentation about retirement planning?

An example of presenting a problem in a retirement planning presentation might be stating that most people are retiring poor, not financially prepared to support themselves after reaching their desired retirement age.

What is the recommended solution for the retirement planning problem presented in the script?

The recommended solution is to start an individual retirement account (IRA) or to participate in an employer-provided 401(k) plan, which may include employer matching contributions.

How should the benefits be emphasized in the solution section of a persuasive presentation?

The benefits should be emphasized by showing how the proposed solution leads to positive outcomes, such as financial freedom and independence in the context of retirement planning.

What is the significance of a call to action in the conclusion of a persuasive presentation?

A call to action in the conclusion is significant because it prompts the audience to take the first step towards implementing the solution presented, thus moving them from passive listeners to active participants.

How should the conclusion of a persuasive presentation echo the introduction to create a cohesive presentation?

The conclusion should echo the introduction by revisiting the attention grabber or main message with a story, statistic, or quote that reinforces the argument and leaves a lasting impression on the audience.

Outlines

00:00

📝 Understanding Persuasive Presentations

Alex Lyon introduces the concept of persuasive presentations, contrasting them with informative ones. He explains that while both have an intro, body, and conclusion, persuasive presentations aim to shift the audience's opinion or behavior. The introduction of a persuasive presentation includes an attention grabber, an explanation of the audience's benefits, a thesis that presents an argument, and a preview statement that emphasizes the problem and implies a solution. The body is structured around the problem, solution, and benefit, a common pattern in persuasive communication.

05:03

🔑 The Persuasive Presentation Formula

This paragraph delves deeper into the persuasive presentation structure, emphasizing the importance of the problem-solution-benefit sequence. The problem should be the focus, with substantial supporting details to ensure the audience understands its significance. The solution is then presented, followed by the benefits, which are meant to seal the deal. The conclusion mirrors that of an informative presentation but includes a call to action, encouraging the audience to take the first step outlined in the solution. The conclusion also includes a clincher that echoes the opening attention grabber, reinforcing the message.

Keywords

💡Presentation

A presentation is a formal discourse or talk intended to inform, persuade, or motivate an audience. In the context of the video, the focus is on organizing and delivering a persuasive presentation, which is structured to convince the audience to adopt a certain point of view or take a specific action.

💡Persuasive Style

The persuasive style is a method of organizing main points in a presentation with the intent to influence the audience's opinion or behavior. The video script emphasizes the importance of this style, particularly the 'problem, solution, benefit' structure, which is central to the theme of persuasive presentations.

💡Problem

In the context of a persuasive presentation, the 'problem' is the issue or challenge that the presenter wants the audience to recognize and be concerned about. The script uses the example of retirement planning, where the problem is that most people are not financially prepared for retirement.

💡Solution

The 'solution' in a persuasive presentation is the proposed answer or strategy to address the identified problem. The script mentions retirement accounts like IRAs or 401(k)s as solutions to the problem of inadequate retirement savings.

💡Benefit

The 'benefit' is the advantage or positive outcome that the audience will gain from adopting the proposed solution. The script illustrates this with the benefit of financial freedom and independence, which is a result of properly planning for retirement.

💡Informative Presentation

An informative presentation aims to educate or share information with the audience. The script contrasts this with a persuasive presentation, highlighting that while both have an introduction, body, and conclusion, the persuasive presentation includes an argument and a call to action.

💡Attention Grabber

An 'attention grabber' is a technique used at the beginning of a presentation to capture the audience's interest. The script mentions using a story, statistics, or rhetorical questions as examples of attention grabbers in both informative and persuasive presentations.

💡Thesis

The 'thesis' in a presentation is the main point or argument that the presenter is trying to convey. In a persuasive presentation, as per the script, the thesis is not just about stating information but about presenting an argument that there is a problem that needs to be addressed.

💡Preview Statement

A 'preview statement' outlines what the audience can expect from the presentation. The script explains that in a persuasive presentation, the preview statement should emphasize the problem and imply a solution, setting the stage for the 'problem, solution, benefit' structure.

💡Call to Action

A 'call to action' is a statement or request that prompts the audience to take a specific step or make a decision. The script discusses the importance of including a clear call to action in a persuasive presentation, such as signing up for a retirement account.

💡Ethics in Communication

Ethics in communication refers to the principles of honesty, integrity, and respect in the way a message is conveyed. The script briefly touches on this concept, advocating for ethical practices in persuasive presentations without pressuring the audience unnecessarily.

Highlights

Introduction to organizing a persuasive presentation with the structure of problem, solution, benefit.

Comparison between informative and persuasive presentations.

Informative presentations aim to share information or teach, while persuasive presentations aim to convince.

Persuasive presentations require moving the audience's opinion or behavior.

The introduction of a persuasive presentation includes an attention grabber, audience benefit, thesis statement, and preview statement.

The thesis statement in a persuasive presentation should highlight a problem and imply a need for a solution.

The preview statement emphasizes the problem and implies a solution without revealing details.

The body of a persuasive presentation is structured as problem, solution, benefit.

The problem section should be emphasized more to make the audience receptive to the solution.

The solution section details what needs to be done to address the problem.

The benefit section highlights the advantages of adopting the proposed solution.

Use of statistics, stories, and quotations to support the problem, solution, and benefit sections.

The importance of the problem-solution-benefit sequence in persuasive presentations.

The conclusion of a persuasive presentation includes signaling the end, key takeaway, and a call to action.

A call to action is essential in the conclusion, asking the audience to take the first step based on the solution presented.

Ethics in communication, avoiding manipulation while encouraging the audience to take action.

The clincher in the conclusion should echo the attention grabber from the introduction.

Transcripts

- Hello again, friends, I'm Alex Lyon,

and this is Communication Coach.

In an earlier video we talked about

how to organize a presentation, intro, body, conclusion.

And, in the body, we talked about ways

to structure your main points.

Some of the ways were more informative,

like the chronological order or the topical order.

I mentioned in that video the persuasive style

of organizing your main points, problem, solution, benefit,

and it deserves a little bit of unpacking.

So let's go to the computer and look at some examples

to get a better handle on this.

I'd like to start by comparing persuasive presentations

to informative presentations, which are meant

to share information or teach the listener something.

If you've ever sat in on a how-to speech

or watched a how-to video, well that's informative.

In contrast, persuasive presentations

are meant to convince listeners.

You're literally trying to move their opinion,

or even their behavior, from point A to point B,

so that, at the end of your presentation,

you want your listeners to do something

or think something differently

than what they did at the beginning.

They're organized much the same way

as informative presentations.

They have an introduction, a body and conclusion,

but there are some changes in each of these sections.

In the introduction,

you're gonna have your four essential main parts

that I've talked about in other videos.

Just like an informative presentation,

you have an attention grabber where you start off

with that nice story, or a few statistics

or some rhetorical questions to get the ball rolling.

Number two, you tell your audience directly

what's in it for them.

Tell them why they should listen to your message,

what they're gonna gain by listening to it by the end.

The third and fourth point are different than they are

in an informative presentation.

The main point of the thesis in an informative presentation

is gonna be pretty straightforward

about what you're saying.

In a persuasive presentation,

you're gonna be straightforward,

but your gonna give an argument,

not just gonna tell them something or teach them something.

You want to show them that they have a need,

that there is a problem that they may

or may not be aware of that you are going to clarify,

so that later in the presentation

when you get to our solution,

they're much more willing to be persuaded by it.

So the main point of the thesis,

you don't really tell them much about the solution.

For example, if you're talking about retirement planning,

this thesis would sound something like this.

By the time most people get to retirement age,

they do not have the money to support themselves.

There's an argument that you're gonna then carve out

and explain in detail in the body of the presentation.

Similarly, the preview statement

is going to emphasize the problem but just imply a solution.

So, the preview statement might sound like this.

We're gonna talk about some of the key problems

around retirement planning,

and then we'll talk about something you can do about it.

So there is something you can do about it

is part of the preview,

but you're only implying the solution.

So again, in the preview

you emphasize the problem half of the equation.

In the body points,

just like in an informative presentation,

you're gonna have three main body points

with the relevant details below each of those.

Instead of just having a first, second, third, however,

in a persuasive presentation you have to organize it

this way, problem, solution, benefit.

I cannot emphasize this enough.

If you've ever been convinced by any commercial

or marketing or presentation, it is very likely

that it had these three main elements

and very likely in this order.

For example, if you're watching a commercial

on television about mattresses, I almost guarantee

they're gonna talk about the problem first.

They're gonna show someone that can't sleep

on their lousy old mattress.

They're exhausted at work,

and it really will be clear in the problem.

Then they'll tell you about their mattress, their solution.

And then, by the end, they'll show somebody sleeping easy

on their brand new mattress.

Problem, solution, benefits.

This is the classic foundation,

the persuasive arc that you're gonna see

in almost all persuasive presentations.

And each of these sections will be developed

with all the relevant supporting details to round them out.

In terms of an example,

let's talk about retirement planning.

Let's stick with that one.

The problem, according to this presentation,

you might say, for example,

that most people are retiring poor.

By the time they get to the retirement age

that they have hoped for,

they are just not financially prepared

to support themselves very well.

And you would hit this very hard.

This is the key.

Once you've really convinced them that there's a problem,

they'll be more ready to listen to your solution.

And, in this case, we're recommending that they begin

an individual retirement account, sometimes called an IRA,

or, if their employer has one,

you're recommending that they start a 401(k),

and maybe the employer even matches.

And then, in the solution,

you describe what it would take to get that rolling.

And then the last step to really seal the deal,

you emphasize the benefits,

so financial freedom and independence.

And in all of these you would give statistics and stories

and quotations in whatever order made sense,

so they were all fully supported.

And, if you can put these three points together,

it's very likely that your listeners

will care much more about your solution and the benefits.

If, however, you leave off the problem and just say,

hey I want to sell you a mattress, or why don't you

sign up for our 401(k) program here at work,

the first thing they're gonna ask themselves is why.

And so, if you miss the problem,

if you don't hit this hard enough,

they're probably not going to be very motivated

to move from point A to point B

in their beliefs and or their behaviors.

In terms of proportion and time and energy devoted to this,

you really want to emphasize that problem.

On an outline, you might see much more support

for the problem section of the presentation,

and then you're going to, of course, be thorough

and detailed about the solution and benefit,

but you really have to hit that problem hard.

When you get to the conclusion,

it's very similar to an informative presentation.

You signal the end, you say in conclusion,

or in summary, or whatever your favorite way

of bringing it in for a landing is.

Then you have your key takeaway where you circle back

to the thesis, that main message

you've been driving through the whole presentation.

And the third step is a little different

than an informative conclusion

in that you have to have a call to action.

If this is a persuasive presentation,

then you have to ask them to take that first key step

that in the solution that you've outlined above.

So let's say you're gonna ask them

to sign up for the company 401(k).

Well now, you pull out the forms it takes

to begin that process, and you say,

look, I want you to start it right now while we're here.

Put your name on there, put your address on there

and let's start this paperwork.

And you don't want to be manipulative.

I'm a big believer in ethics in communication.

You don't want to pressure people unnecessarily,

but a lot of times they are like, yeah, let's do this.

I'm ready to start, I'm convinced,

I want to start my own retirement account.

How do I do it?

Well, this is where you give them the opportunity to do it

by putting in the clear call to action, that first step.

And then the clincher is where you finish with a nice story

or statistic or something that echoes the attention grabber

you did in the opening of the presentation.

So that's how you organize a persuasive presentation.

It builds on the same basic foundation

of an informative presentation, but it adds a lot

of other steps, especially that problem, solution,

benefit arc in terms of how you organize the main points.

So, I would love to hear your comments

and your questions below.

What are your thoughts on how to best

put together a persuasive presentation?

What are some other elements that I may have left out?

I'd love to hear what you've got to say below.

So thanks, God bless, and I'll see you next time.