Components of a Persuasive Message

1. Introduction to Persuasive Message Structure

A persuasive message is structured into three key components, inspired by Aristotle’s Poetics and theatre frameworks:

• Opening

• Body

• Conclusion

  This structure ensures clarity, coherence, and audience engagement.

2. The Three Components

1. Opening (Top Bun)

• Purpose: Set the stage, introduce the topic, and state the objective.
• Key Actions:
  • Grab attention (e.g., a quote, question, or story).
  • Clearly state the objective: “This is what I’m going to tell you.”
• Example: The opening of The King’s Speech introduces the king’s stammering challenge and the need for a critical wartime address.

2. Body (Middle of the Burger)

• Purpose: Present data, arguments, examples, and evidence.
• Key Actions:
  • Organize content logically (e.g., problem-solution, chronological order).
  • Use facts, stories, and analogies to support your objective.
• Example: In The King’s Speech, the body details the king’s struggle, his coaching sessions, and the preparation of the speech.

3. Conclusion (Bottom Bun)

• Purpose: Reinforce the key message and call to action.
• Key Actions:
  • Summarize key points: “This is what I’ve told you.”
  • End with a strong takeaway or call to action.
• Example: The king’s final speech in the movie concludes with a powerful message of resilience, inspiring the nation.

3. Importance of Structure

• Audience Clarity: A structured message helps audiences follow and retain information.
• Alignment: Connects all parts of the message to a central objective.
• Real-World Applications:
  • Political speeches (e.g., Prime Minister’s addresses).
  • Corporate presentations (e.g., CEO’s vision statements).
  • Academic settings (e.g., convocation speeches).

4. Practical Tips for Crafting a Persuasive Message

1. Write It Down

• Use bullet points or scripts to organise thoughts.
• Example: The king’s speech in The King’s Speech was meticulously scripted and practised.

2. Use a Common Thread

• Ensure the opening, body, and conclusion align with a central objective.
• Example: A burger’s “central stick” holds it together; your message needs a clear objective.

3. Leverage Existing Frameworks

• Study speeches from leaders (e.g., IIM Bangalore convocation speeches, political addresses).

4. Avoid Verbatim Pitfalls

• Over-reliance on word-for-word scripts can reduce spontaneity. Focus on bullet points for flexibility.

5. Case Study: The King’s Speech

• Challenge: A king with a stammer must inspire a nation during wartime.
• Solution: Structured coaching to craft and deliver a persuasive speech.
• Outcome: The king’s well-structured speech unites and motivates the public.

6. Key Takeaways

• Structure Matters: Use the opening-body-conclusion framework for clarity.
• Audience Focus: Align content with the audience’s needs and expectations.
• Practice: Write and rehearse your message to refine delivery.