During the introduction, audience members make a decision about whether they are interested not just in your topic but also in you. They want to know why they should believe in you. Most important of all, they want to feel that they can trust what you have to say—that they can believe in your ethos, or good character. Thus another function of the introduction is to establish your credibility to speak.
Recall from Chapter 5 that you signal positive ethos by demonstrating a solid grasp of your topic, an honest presentation of the material, and respect and concern for the audience’s best interests. To get started, you might offer a simple statement of your qualifications for speaking on the topic at the particular occasion and to the specific audience. Briefly emphasize some experience, knowledge, or perspective you have that is different from or more extensive than that of your audience. If your goal, for example, was to persuade your audience to be more conscientious about protecting city parks, you might state, “I have felt passionate about conservation issues ever since I started volunteering with the city’s local chapter of the Nature Conservancy four summers ago.”
Although it is always important to establish your credibility in the introduction, it is particularly so when the audience does not know you well and you must clearly establish your expertise.8 In these situations, be sure to stress the reasons why audience members should trust you and believe what you have to say.
Preview the Main Points
Once you’ve revealed the topic and purpose and established your credibility, use the introduction to briefly preview each of the main points of the speech. Previewing main points helps audience members mentally organize the speech and helps you keep their attention; it’s an important step in orienting your listeners to what’s to come. An introductory preview statement is straightforward. You simply tell the audience what the main points will be and in what order you will address them. Save your in-depth discussion of each one for the body of your speech. For example, you might state, “First, I’ll start with a look at . . . ” followed by “Next, I’ll consider the causes of . . . .” In a speech titled “U.S. Roads and Bridges: Highway Funding at a Crossroads,” the president of the American Automobile Association, Robert L. Darbelnet, effectively introduces his topic, purpose, and main points:
Good morning. When I received this invitation, I didn’t hesitate to accept. I realized that in this room I would find a powerful coalition: the American Automobile Association and the National Asphalt Pavement Association. Where our two groups come together, no pun intended, is where the rubber meets the road.
Unfortunately, the road needs repair.
My remarks today are intended to give you a sense of AAA’s ongoing efforts to improve America’s roads. Our hope is that you will join your voices to ours as we call on the federal government to do three things:
Number one: Perhaps the most important, provide adequate funding for highway maintenance and improvements.
Number two: Play a strong, responsible, yet flexible role in transportation programs.
And number three: Invest in highway safety.
Let’s see what our strengths are, what the issues are, and what we can do about them.9
When previewing your main points, simply mention those points, saving your in-depth discussion of each one for the body of your speech.