396 17.4 Using PersUasive strategies
Persuading the Neutral Audience
Think how many lectures you go to with an attitude of indifference. Probably
quite a few. Many audiences will fall somewhere between wildly enthusiastic
and unreceptive; they will simply be neutral or indifferent. They may be neutral
because they don’t know much about your topic or because they just can’t make
up their minds whether to support your point of view. They may also be indif-
ferent because they don’t see how the topic or issue affects them. Regardless of
the reason for your listeners’ indifference, your challenge is to make them inter-
ested in your message. Let’s look at some approaches to gaining their attention
and keeping their interest.Capture your lIsteners’ attentIon early In your speeCh “Bill
Farmer died last year, but he’s about to fulfill his lifelong dream of going into
space.”^30 In a speech about the high cost of funerals, Karmen’s provocative
opening statement effectively captures the attention of her listeners.
reFer to belIeFs that many lIsteners share When speaking to a
neutral audience, identify common concerns and values that you plan to ad-
dress. Martin Luther King Jr.’s “Dream” speech (Appendix B) includes refer-
ences to his listeners’ common beliefs.relate your topIC not only to your lIsteners but also to theIr
FamIlIes, FrIenDs, anD loveD ones You can capture your listeners’ inter-
est by appealing to the needs of people they care about. Parents will be interested
in ideas and policies that affect their children. People are generally interested in
matters that may affect their friends, neighbors, and others with whom they iden-
tify, such as members of their own religion or economic or social class.
be realIstIC about what you Can aCComplIsh Don’t overestimate
the response you may receive from a neutral audience. People who start with an
attitude of indifference are probably not going to become as enthusiastic as you
are after hearing just one speech. Persuasion does not occur all at once or on a
first hearing of arguments.Persuading the Unreceptive Audience
One of the biggest challenges in public speaking is to persuade audience mem-
bers who are against you or your message. If they are hostile toward you per-
sonally, your job is to seek ways to enhance your credibility and persuade them
to listen to you. If they are unreceptive to your point of view, there are several
approaches that you can use to encourage them to listen to you.Don’t ImmeDIately announCe that you plan to Change theIr
mInDs Paul wondered why his opening sales pitch (“Good morning. I plan
to convince you to purchase this fine set of knives at a cost to you of only $250”)
was not greeted enthusiastically. Immediately and bluntly telling your listeners