How to Write a Persuasive Speech - Corporate Public Speaking

Three of the greatest persuasive speeches of all time are Abraham Lincoln?s Gettysburg Address, Winston Churchill?s Blood, Toil, Tears and Sweat Speech given in the House of Commons during World War II and Martin Luther King?s I Have a Dream Speech. These speeches have some elements of content and figures of speech in common. An examination of these elements common to persuasive speeches can help to create a framework or template for anyone who has to write and deliver a persuasive speech or presentation.

1. Invocation of a higher authority

All of these speeches begin with the invocation of a higher authority, reminding the audience that it is not just the speaker who has these ideas, but they are supported by their office, principles or law. Churchill invoked the power of his office and the British Empire. Lincoln invoked the principles of the founding fathers. King invoked the Declaration of Independence, the Emancipation Proclamation and the Bible. A statement of authority provides a context for what follows.

2. We are all in this together

These speakers present themselves as just ordinary men facing, with others, a common problem. The problem is serious and they are threatened, but they are common men who understand the fears of others and are willing to face the problem working side by side with everyone. This technique provides an important identification with the audience and further establishes the speaker?s credibility.

3. Anaphora

All of these speeches use a figure of speech called anaphora, which is the repetition of a phrase at the beginning of sentences. This is a rhetorical tool employed throughout the speech. King says ?Now is the time?? four times and ?I have a dream?? eight times. Churchill says victory five times and Lincoln uses the phrases, ?we cannot dedicate, we cannot consecrate, we cannot hallow this ground?. This figure of speech stirs up emotion and makes parts of the speech very memorable. It also acts as a theme, tying the speech together.

4. A vision for the future

All three speeches present a clear vision of what the speaker sees in the future. For Churchill, it is victory ? otherwise there is no survival of the British Empire. Lincoln presented the vision that a nation of the people, by the people, for the people will not perish. King presents the dream of equality, of his children playing with other children. A vision for the future provides a statement of the outcome that the speaker desires. Listeners need a reason to remember what the speaker said and they will be asking what should happen next.

These speeches represent a formula for persuasion that can be used in a number of circumstances. Restated in other words, the four elements can be considered as, the basis for the legitimacy of your claims, the common problem that if we work on it together will be solved, repeated expressions of emotion, and a clear picture of the outcome you expect and how you define success.

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