Persuasive Organizational Patterns
Persuasive Organizational Patterns
Now that you have an understanding of chronological, spatial, and topical organizational patterns for informative speeches, let us examine the organizational patterns for persuasive topics using a problem-solution pattern and Monroe’s Motivated Sequence.
A problem-solution organizational pattern structures the speaker’s persuasive argument into two main points: the problem and the corresponding solution.
Mainpoint 1: The first main point is the statement of the problem. Before you can expect your listeners to accept or act on a solution, you must first convince them there is something wrong with the status quo. For example, explaining the existence of low employee productivity, decreased sales, or an outdated computer system.
Mainpoint 2: The second main point is the statement of the solution. This section of this speech systematically lays out the speaker’s proposed remedy to the problem previously established in the first main point. For example:
Employee productivity has remained stagnant for the past two quarters (problem).
Adjusting work hours to accommodate flexible schedules will incentivize employees to work harder (solution).
Although effective, a problem-solution pattern may not be the best approach when listeners are already aware the problem exists. When this is the case, a speaker may choose to use a modified version of the problem-solution pattern as an alternative. In the modified version, the speaker explores the problem by explaining its causes, and then proposes a solution. For example:
Online sales have continued to decrease since the last quarter (problem).
Our advertising is not making effective use of social media platforms (cause).
We should initiate a targeted social media campaign to drive traffic to the website (solution).
Another commonly used pattern of organization for persuasive speeches is Alan Monroe’s Motivated Sequence. The key to this organizational pattern is to motivate the audience to action by suggesting a need that can be satisfied with the solution. In this speech format, the speech outline is organized into five distinct steps: Attention, Need, Satisfaction, Visualization, and Action.
Step 1: Attention - The first thing you will need to develop is a strong attention-getting device. Attention devices include a narrative, a question, or a startling statistic. We will discuss attention-getting techniques later in this chapter. This step does not replace the introduction, but becomes a part of it. When crafting this part of your message it is important to remember to grab the audience’s attention and make them want to listen to your message. However, your introduction should not relay the solution.
Step 2: Need - In this part of the speech, the speaker must convince the audience of a problem that needs solving. This step can be accomplished through four lines of analysis. Each is important to consider to allow for balancing forms of support between stories and data.
Statement - Present a concise statement of the problem. For example: “According to a survey conducted in December of this year, 25% of employees in our organization have stated that they do not have reliable home Internet.”
Illustration - Provide a specific illustration or several shorter stories to paint the picture of the human experience that a problem exists. For example: “Johnathan was attempting to submit his monthly report when his Internet crashed. This resulted in delayed reporting to the marketing team.”
Ramification - Provide quantitative statistical support for the number of people impacted. For example: “According to a 2021 Pew Research Center analysis of mobile technology and home broadband, 30% of Americans say they at least sometimes experience problems connecting to the Internet at home.” Alternatively, you might provide the audience with monetary costs if applicable. Using a visual aid that depicts quantitative data such as percentages often works well in this section of the speech.
Pointing - Use “we” language to explain to the audience why they should feel a need and be motivated to care about this problem. For example: “We as employees are all in need of reliable Internet service to perform work tasks while at home.”
The key to the Need step is to relate the problem to the audience members so they will be motivated to make a change.
Step 3: Satisfaction: The satisfaction step presents the speaker’s solution to the problem established in the need step. Furthermore, a speaker can logically satisfy the created need through five lines of analysis.
Statement: First, you need to provide a concise statement of the solution you want your audience to accept. The purpose of this statement is to clearly tell your audience what your ultimate goal is.
Explanation: Second, you want to make sure that you clearly detail the solution for the audience. Simply telling your audience they should believe something isn’t strong enough to actually get them to accept a change. Instead, you must provide a solid argument for why they should accept the proposed solution.
Theoretical Demonstration: Third, you need to show how the solution you have proposed meets the need or problem. Monroe calls this link between your solution and the need a theoretical demonstration because you cannot prove that your solution will work. Instead, you theorize based on research and good judgment that your solution will meet the need or solve the problem.
Practical Experience: Fourth, to help with this theoretical demonstration, you need to reference practical experience, which should include examples demonstrating that your proposal has worked elsewhere. Research, statistics, and expert testimony are all great ways of referencing practical experience.
Meeting Objections: Lastly, Monroe recommends that a speaker respond to possible objections. This is your opportunity to preempt any possible counterarguments to your proposal. As a persuasive speaker, one of your jobs is to think through your speech and anticipate any concerns the audience might have with your solution. Responding to potential concerns enhances credibility and shows your audience you are knowledgeable about multiple sides of the issue.
It is essential to consider each of these five sub-steps in the satisfaction step. This way, we demonstrate that our solution is viable and directly solves the problem established in the Need step.
Step 4: Visualization: During this step the speaker asks the audience to visualize a future where the need has been met or the problem solved. There are three options to describe a world with or without implementing our solution.
The Positive Method - Creates a vivid description of how much better life will be because of the solution
The Negative Method - Paints a picture of how terrible life will be if the solution is not implemented or adopted
The Contrast Method - Combines the previous two methods by addressing the negatives first and revealing what could happen if our ideas are accepted
Step 5: Action: The final step is to leave the audience with specific and realistic things they can do to solve the problem. Make the action step concrete by telling the audience exactly what you want them to do.
Now that we have outlined the steps in Monroe’s Motivated Sequence, we’ll look at how it might be used to develop the main points of a persuasive speech:
Purpose: To encourage management to support a professional development program for employees.
Attention: According to a 2022 Apollotechnical report, only 65% of employees are satisfied with their jobs.
Need: We are neglecting employee needs for educational training programs, and continue to lose valuable workers to employers offering ongoing professional development.
Satisfaction: We should partner with Morrison Carnegie to offer continual formal and informal employee development opportunities that match our employees’ needs.
Visualization: These programs will help employees learn new skills, but also provide a clear path to help implement ongoing employee development. Professional development promotes team building where employees work both individually and collectively to reach common goals.
Action: Attend an informational session to learn more about Morrison Carnegie. Complete the survey at the end of this presentation to provide feedback on the professional development needs of your team.