Persuasive Speaking last

need for emotional security

people want to feel safe and protected

need for reassurance of worth

desire to feel valued by others

need for ego gratification

craving for praise or a sense of importance

need for creative outlets

wanting to express oneself

need for love objects

desire to give love, not just receive it

need for a sense of power

craving influence or control

need for roots

wanting a sense of belonging, heritage, or tradition

need for immortality

desire to leave a lasting legacy

change and progress

emphasis on innovation and the future

ethical equality

Belief in fairness and justice

Effort and optimism

hard work and a positive outlook will lead to success

efficiency and pragmatism

valuing practicality and results

possibility of success

hope that goals can be reached

value of challenge

appreciation for struggle as a path to grow

eternal return

desire for things to stay or return to “the way they used to be”

achievement and success

Valuing hard-earned results

value of the individual

respect for personal freedom and uniqueness

Claim

The main point or stance you’re arguing

data/grounds

the evidence or support for your claim

warrant

the reasoning that connects data to the claim

backing

additional support for the warrent

rebuttal

addressing opposing viewpoints

reservation

limitations to your argument (knowing it may not always hold true).

Direct Experience

Personal observance or involvement

Dramatic evidence

personal observation or involvement

Uncertainty

using unpredictability or risk to motivate action

social contagien

when behavior spreads through a group

similarity

people are influenced by those like them

Pluralistic Ignorance effect

belief that other think differently than they actually do

Physical attractivness

attractive people are often more persuasive

Compliments

flattery increases likability and influence

Proximity

Physical closeness increases persuasiveness

Authority

People trust experts and authoritative figures

Mitigation

Soften harsh statements to make them more acceptable

Titles

Using a title enhances credibility

Myth

Using cultural stories or archetypes to persuade

Coming of a Messiah

Hope for a savior or leader to resolve chaos

Presence of Conspiracy

Using secretive narratives to evoke emotion or suspicion

Primitivism

Glorifying “simpler times” or natural ways

Scarcity

Limited availability increases value

Loss and Gain

Showing what someone can gain vs lose

Cognitive Dissonance

Discomfort from holding conflicting beliefs motivates change

Loss of group prestige

concern over the groups image or status

economic loss

fear of financial setbacks

loss of personal prestige

Threat to ones status or reputation

uncertainty of prediction

highlighting how unpredictable outcomes can be risky

Reassurance of security

Offering comfort or protection to reduce fear

use of rewards

incentives to drive action or agreement

connector

knows lots of people and links different social groups

maven

gathers and shares information; knowledge hubs

salesperson

charismatic, persuasive influencers

“broken windows”

the theory that visible disorder leads to more crime or bad behavior — used to encourage order and accountability