The Science of Persuasive Speaking Techniques: How to Influence Your Audience

Effective public speaking takes practice. But influencing your audience also requires persuasive language. If you want to carry an audience with you and land your arguments and narrative with confidence, you need to know the science behind persuasive speaking techniques.

What is persuasive speaking?

Want to sell an idea with language that convinces and engages your audience? The Greeks had a word for it, one that Aristotle coined over 2,000 years ago. ‘Rhetoric’ is the science of using language effectively to influence your audience.

But persuasive speaking techniques aren’t limited to sales pitches. They can be used in numerous professional capacities, such as interviews, boardroom presentations, and stakeholder communications, whenever you need your audience to believe what you’re saying and take action.

The psychology behind persuasive speaking

Aristotle established three pillars of persuasive speaking that are still in use today. They’re the foundation to the way we guide the audience’s thoughts and actions, and they’re just as effective today as they were in ancient Greece.

What are the top 3 persuasive speaking techniques? Ethos, pathos and logos (EPL). These rhetorical devices are easy to remember as the basis for compelling speaking in any situation once you break them down to their fundamentals.

Ethos

Ethos is what makes an audience sit up and take notice. The audience is likely to be persuaded because they assume you’re sharing something of value. Why? Because they perceive you as being trustworthy and an expert deserving of their attention. 

Improving ethos is about connecting with your audience – telling personal stories that demonstrate how you follow your own recommendations and using statistics and information from reputable sources. For example, you may cite a peer-reviewed paper or statistics from a government department. You’re making an ethical appeal to your audience that says you’re credible and can be trusted.

Ethos = Ethics and credibility

Pathos

Connecting with your audience’s emotions is a powerful way to influence your audience. Pathos is a persuasive speaking technique that utilises emotion as a motivator, employing storytelling, empathy, and emotionally charged language to connect with your audience’s feelings and values. Martin Luther King’s compelling “I Have a Dream” speech uses pathos incredibly effectively.

Pathos increases the chances of them understanding your viewpoint, accepting your argument and acting on it. However, be cautious, as pathos without ethos can become emotional manipulation, and your audience is more likely to lose interest.

Pathos = Empathy and emotion

Logos

The final technique is logos, an appeal to logic and your audience’s intelligence. Using logos helps you find language and messaging that is clear, coherent, and backed by evidence. 

Using concrete examples, plain language, and a series of logical steps makes it easy for your audience to follow the argument – and be persuaded by it.

Logos = Logic and reasoning

Useful techniques for persuasive speaking

If you want to apply EPL to your public speaking, you need a mix of verbal and non-verbal techniques. When crafting a persuasive speech, incorporating devices such as brevity, metaphor, and gestures is essential to achieving a successful outcome.

• Repetition: Repeating key points or phrases throughout your speech is a powerful persuasive tool. It emphasises their importance, improving understanding and retention.

• Rhetorical questions: Rhetorical questions don’t require answers. Instead, they engage your audience in reflection and critical thinking, capturing their attention and fostering a sense of rapport.

• Metaphor: Make an abstract idea concrete for your audience by comparing it to something they’re familiar with. It’s an emotional appeal that’s at the heart of compelling storytelling.

• Gesture: Gestures and body language are an integral part of emphasis. The right gesture highlights key ideas, making them more memorable and providing a visual to reinforce the message.

• Humour: Write a strong introduction that leans into humour. Keep it authentic and appropriate, and use self-deprecating stories to build rapport.

• Brevity: Modern audiences tend to have a short attention span. Hit your most important points first and keep your language concise and clear.

How to get better at persuasive speaking

One of the most vital aspects of persuasive speaking is to know your audience, and finding ways to relate to your audience is essential. You may share physical traits, such as age or gender, or a similar background. Do your research to find common ground, such as shared interests or concerns, or a baseline attitude towards hopes and beliefs.

Crafting a persuasive speech

Your speech should have a straightforward outline that conveys your points concisely:

1. Start with a strong and attention grabbing opening. Use emotive language, hyperbole or humour to grab the audience’s attention. 
   
2. Construct logic arguments backed with objective research, using metaphors and stories to help your audience relate.
   
3. Address counter arguments and refute them in a way that shows you’ve reached your viewpoint using logic, reason and facts.
   
4. Close with a strong call to action. If there are questions, answer respectfully, refuting objections politely and objectively.

Tips for persuasive delivery 

Practice is key to improving your persuasive speaking skills, but don’t aim for perfection. Instead, focus on eliminating distracting habits, such as a nervous laugh or using excessive filler words.

• Record yourself and listen back critically, focusing on what you get right.
  
• Memorise your key points rather than aiming to be word perfect, as you’ll sound more authentic.
  
• Use confident body language and eye contact to establish a connection with your audience.
  
• Use facial expressions to bring your speech to life and make you relatable to your audience.
  
• Keep editing so you deliver your speech with authenticity, empathy, and logic in as few words as possible.

For access to more hints and tips, sign up for our communication skills or media training courses, and explore our video knowledge library. 

How a CoComms course can help

Persuasive speaking is all about trust, credibility and confidence. If you need help improving your skills and persuasive speaking techniques, CoComms can help. Contact us today for presentation skills training that engages any audience.