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In an effective speech, all claims must be supported in one way or another. Cook has noted that facts, statistics, testimonies and examples are all adequate means for supporting ideas in a persuasive speech (Cook, 1989, pp. 79-83). Effective persuasion usually also involves repetition of key words or phrases. McCarthy notes that such repetition attracts the audience's attention by adding "punch" to the central message of the speech (McCarthy, 1989, p. 73). Another technique which has been found effective in persuasive speaking is the use of "triads." This occurs whenever the speaker associates three ideas together or repeats the same word or phrase three times in a row. Researchers in persuasive communication have long known that people respond almost mystically to the use of triads. In the words of McCarthy: "Groupings of elements in units of three are forceful, remembered, and persuasive" (p. 69).
In order for a persuasive communication to be effective, it must appeal to the emotions as well as the rational mind. The credibility of the speaker is based on the use of rational arguments which are supported by facts. At the same time, however, an argument will be more persuasive if it simultaneously touches the emotions of the audience (Dunbar, 1987, p. 82). According to Cook: "The listener's conviction for the proposal will be directly proportionate to the strength of the emotions associated with it" (Cook, 1989, p. 198). There are various techniques which can be used to stir the emotions of the audience. For example, fear, desire and morality are all feelings which tend provoke people into action. The use of metaphors and analogies can also be useful in appealing to the emotions of the audience.
In order for a persuasive speech to have its desired impact, it is important that it include both an effective introduction and an effective conclusion. The introduction must capture and hold the attention of the a...