Persuasive Speech: The New Way To Sell
A speech is one of the most common tools that can be used to persuade people and initiate action. When a speaker is delivering a persuasive speech, he makes not one but many channels of communication with his audience. A persuasive speech can range from being a political speech or even be a spectacular sales pitch.
A great sales pitch is a spectacular mixture of three rhetorical appeals: Ethos, Logos and Pathos. The combination of these three in the right way is the new way to sell!
Ethos is the ethical appeal that one uses to sell. You, as the speaker, need to convince your audience that you know exactly what you are talking about. This means that you need to know and present well each side of the argument. After all there is no chance of selling a product that you know nothing about.
Strategically apply effective notions to your audience. It is important to know where your audience is from and what they already know. Never ever underestimate your audience. Another way to make the ethical appeal stronger is to cite credible sources about the information you are imparting. You can present on a topic that you are not an expert on but getting expert quotes shows you are providing authentic information.
A logical appeal is an appeal that will give you the backing to answer any questions that you may be put up with. It follows the “if-then” approach. It is a very factual way of talking rather than just rambling on about things that you think are true. It will give you an upper hand when there is an argument because it can be quite a task to argue with logic.
Emotional appeal is perhaps the most important appeal and what people usually forget to include in a sales pitch. It is very important to connect with your audience on a personal level if you are trying to sell an idea to them. In order to motivate them towards change or strengthen an existing opinion you may want to include certain moving visuals, connect your speech to a story and even make a real connection that will help you understand their values and beliefs.
Even though using the art of persuasion in speeches is very common in almost all spheres of life, it becomes highly difficult to deliver it successfully. Following the three appeals and inculcating them in your sales speech will impress your audience and surprise you pleasantly at your newfound selling abilities.