102.22 22. ORGANIZING PERSUASIVE SPEECHES

The nature of your argument and its evidence, the response you want to elicit from your audience, and your audience’s preconceived notions about your topic will all influence how you organize your speech.

22a. Problem-Solution Pattern

Some topics or claims inherently lend themselves to a particular organizational pattern. For example, the claim that the voting age should be raised implies that the current voting age represents a problem and that a higher age requirement represents a solution.

The problem-solution pattern is frequently used for persuasive speeches based on claims of policy. To use this pattern, organize your points to show the nature and significance of a problem before offering justification for a proposed solution, like so:

  1. Problem (what it is)

  2. Solution (how to fix the problem)

Complicated problems require more elaboration. In these cases, a three-point problem-cause-solution pattern may be used:

  1. Nature of the problem (why it’s a problem, who it affects, etc.)

  2. Cause(s) of the problem (how/when it began, why it persists)

  3. Solution to the problem (how it will work, how it’s different from previous solution attempts)

When asserting a claim of policy, it might be necessary to demonstrate the proposal’s feasibility. In these cases, you can employ a four-point problem-cause-solution-feasibility pattern that provides evidence for whether the solution you’ve proposed will actually work.

22b. Monroe’s Motivated Sequence

In the mid-1930s, Purdue University professor Alan Monroe developed the motivated sequence pattern, a five-step organization for persuasion that is still widely used today. It’s particularly effective when attempting to persuade an audience to take an action, such as buying a product, donating to a cause, or voting a particular way.

  1. The attention step employs an example, statistic, quotation, or anecdote to make the topic relevant to the audience.

  2. The need step shows how the topic applies to the psychological needs of the audience. This step also implies that your proposed solution and/or action will satisfy this need.

  3. The satisfaction step identifies the solution and shows how the solution will satisfy the need established in the previous step.

  4. The visualization step shows the audience what would happen if the solution were adopted. This imaginary success scenario is designed to focus attention on the benefits of the proposal (as opposed to its feasibility).

  5. The action step exhorts the members of the audience to act on their acceptance of the speaker’s message. This may include changing their way of thinking, renewing their commitment to the values they already possess, or adopting new behavior.

22c. Comparative Advantage Pattern

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When your audience is not only aware of the problem your speech addresses but already agrees that a solution must be sought, it may be best to compare the advantages of different possible solutions. This pattern acknowledges the strengths of other solutions, then identifies weaknesses, and finally shows the advantages of the alternative.

22d. Refutation Pattern

When opposing viewpoints are vulnerable to criticism, the refutation pattern of organization can be optimal. Here, the speaker identifies opposing claims before showing how they are insufficient. Emphasizing objections to opposing arguments may even sway audience members who originally disagreed with you. Main points arranged in a refutation pattern follow this format:

Main Point I State an opposing claim.

Main Point II Demonstrate how the claim is faulty.

Main Point III Present evidence for your own claim.

Main Point IV Contrast your claim with the opposing claim, emphasizing your claim’s superiority.