372 17.1 Using PersUasive strategies
17.4 Strategies for Adapting Ideas to
People and People to Ideas
Persuading the Receptive Audience
Persuading the Neutral Audience
Persuading the Unreceptive
Audience17.5 Strategies for Organizing Persuasive
Messages
Problem–Solution
Refutation
Cause and Effect
The Motivated SequenceLearning Objectives
17.1 Identify and use strategies to improve your initial, derived, and
terminal credibility.
17.2 Use principles of effective logic and evidence to develop a
persuasive message.
17.3 Employ effective techniques of using emotional appeal in a
persuasive speech.
17.4 Adapt your persuasive message to receptive, neutral, and
unreceptive audiences.
17.5 Identify and use strategies for effectively organizing a persuasive
speech.“Persuasion,” said rhetoric scholar Donald C. Bryant, “is the process of adjust-
ing ideas to people and people to ideas.”^1 To be an audience-centered persuasive
speaker is to use ethical and effective strategies to adjust your message so that
listeners will thoughtfully respond to your presentation. In this chapter, we will
discuss strategies that can enhance your credibility, help you develop logical ar-
guments, and use emotional appeals to speak to the hearts of your listeners. We
will also discuss how to adapt your specific message to your audience, and we
will end with suggestions for organizing your persuasive message.Enhancing Your Credibility
17.1 Identify and use strategies to improve your initial, derived, and
terminal credibility.
Recall that in Chapter 10, we discussed the importance of credibility. Credibility
is the audience’s perception of a speaker’s competence, trustworthiness,
and dynamism. There is a direct relationship between credibility and speech17.1