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The specific speech purpose lays out precisely what you want the audience to get from the speech. It goes beyond the general goal of informing or persuading or marking a special occasion. To determine the specific purpose, ask yourself: What do you want the audience to learn/do/reconsider/agree with? Be specific about your aim, and then state this aim in action form, as in the following, written for an informative speech:
| GENERAL TOPIC: | Consolidating Student Loans |
| NARROWED TOPIC: | Understanding when and why consolidating student loans makes sense |
| GENERAL PURPOSE: | To inform |
| SPECIFIC PURPOSE: | To inform my audience about the factors to consider when deciding whether or not to consolidate student loans |
The specific purpose statement is seldom articulated in the speech itself. Its importance lies in implanting in your mind exactly what you want your speech to accomplish.