Clear Purpose

• When creating a persuasive speech, the speaker must have a clearly identified purpose. Obviously, this purpose is centered around the idea of promoting a particular belief in an audience, but it must be sharply focused in order to succeed. One of the best ways to create a well-defined goal for the speech is to incorporate a "specific purpose statement." Composed of a sentence that often begins with, "I want my audience to," the specific purpose statement clearly defines the goal of the speech. An example in a persuasive speech might be, "I want my audience to vote for me in the upcoming election."
  
  

Pattern of Organization

• Any effective public speech, persuasive or not, needs to be well organized. A clearly organized speech is easy to deliver, easy for an audience to follow and efficient in conveying information. Certain patterns of organization are more effective for persuasion. The problem-solution design involves identifying an issue for the audience and outlining the best remedy. Refutative design explains the popular opposing point of view on an issue and then illustrates the problems with that argument. A very popular form of persuasive organization is Monroe's Motivated Sequence, which uses a sales method of organization to show the audience a need and present a product (or idea) that can fulfill that need.
  
  

Persuasive Proof Appeals

• In any effort to persuade an audience, adequate proof is imperative for success. Three types of persuasive proof appeals are typically employed: ethos, pathos and logos. Ethos is an appeal to the audience through the speaker's credibility. Convincing an audience that the speaker is both trustworthy and knowledgeable increase the chances of audience support. Pathos appeals play directly to the emotions of the audience. Creating a strong reaction among audience members increases their connection to the material, as well as the likelihood that they will act upon that connection. Finally, logos is a logical appeal to the audience. Providing a reasonable argument, backed up with extensive logic, aids the audience in accepting and believing an argument.
  
  

Supporting Evidence

• In addition to the persuasive appeals afforded through ethos, pathos and logos, every effective persuasive argument needs to be properly supported. Facts, statistics, testimony and other outside sources add to the believability of an argument. Essential to building a persuasive set of supporting material is ensuring that the resources are reliable. By checking web materials and verifying references, a speaker ensures that a speech is as factual and relevant as possible.
  
  

Call to Action

• The final important element of a persuasive speech is the well-defined call to action. Once an audience has been presented an argument built around persuasive appeals and quality evidence, the speaker must provide them with a final call to action. Whether that is to buy a product, vote for a candidate or support a new idea, a persuasive speech without a clear call to action will struggle to achieve desired audience action.