Three Sales Secrets to Create a Persuasive Speech
Danny Riley | 4 min read
Last updated: 1/12/2025
Persuasive Speaking... An Unlikely Inspiration
Ever wondered how to deliver a persuasive speech that gets people to listen, nod, and take action?
Whether you’re pitching to clients, rallying a team, or convincing your kids to tidy up, mastering the art of persuasion is a game-changer.
Let’s dive into three powerful techniques to craft a persuasive speech that resonates, inspired by a surprising source: Steve Coogan, the genius behind the fictional radio DJ Alan Partridge.
Coogan once said he avoids social media because, “I’m too opinionated, and I’m worried I’ll get sucked into a vortex of negativity and arguments.”
Sound familiar? Arguments rarely change minds – people tend to dig their heels in when challenged. Instead, Coogan tells stories. Through his characters, he nudges audiences to question their beliefs without confrontation:
“If you can tell a story, you can get people to question their beliefs. We all have to face the notion that we are wrong and consider the possibility that the opinions we have are not watertight”.
That’s the secret sauce of a persuasive speech: connect, understand, and guide.
Here’s how you can do it too.
1. Persuasion Starts with Understanding Your Audience
Imagine you’re a salesperson (bear with me, even if you’re not). Your customer’s been burned before – promised the moon, delivered a block of cheese.
They’re sceptical, and you can’t just waltz in with a pitch. What do you do? You listen.
In my days as a salesman, I’d ask customers about their experience with previous suppliers.
What went wrong? What did they love? Only by understanding their worldview – their frustrations, desires, and triggers – could I tailor my approach.
It’s the same with a persuasive speech. Whether you’re addressing a boardroom or a classroom, you need to know your audience inside out.
- What are their pain points? Are they stressed about time, money, or trust?
- What do they value? Fast results, reliability, or maybe just a good story?
- What’s their worldview? Do they align with your perspective, or do you need to bridge a gap?
For example, if you’re convincing a team to adopt a new process, ask what’s holding them back.
If you’re speaking at a conference, research the audience’s challenges. Understanding their triggers, what turns them on or off, sets the foundation for a persuasive speech that hits home.
Pro Tip: Before any speech, do your homework. Surveys, chats, or even a quick poll can reveal what your audience cares about. Know them, and they’ll trust you.
2. Pace Their Reality with the “Feel, Felt, Found” Technique
Here’s where most speakers trip up: they dive straight into their pitch.
“Buy this!” “Do that!”
But your audience isn’t ready. They’re thinking, Why should I care? To get them on your side, you need to pace their reality — show them you get where they’re coming from.
Enter the “Feel, Felt, Found” technique, a persuasion gem that works in sales, speeches, and even parenting. Here’s how it goes:
- Feel: Acknowledge their emotions. “I know you’re frustrated with slow suppliers.”
- Felt: Show others have been there. “I’ve worked with clients who felt the same way after being let down.”
- Found: Offer a solution. “But they found that switching to a reliable partner with proven testimonials changed everything.”
This isn’t just for sales. Imagine your teenage daughter wants to quit soccer because she feels stuck.
You might say, “I get how discouraging it feels when progress is slow. I felt that way when I started my career, but I found that small, consistent steps led to big wins.”
Pacing their reality builds super rapport. It says, “I see you, I hear you, and I’m with you.”
Politicians use this all the time — think of a candidate saying, “I know you feel let down by the system. Others in our community felt the same, but they found hope in our plan for change.”
Once you master “Feel, Felt, Found,” you’ll spot it everywhere — and wield it to make your persuasive speech unstoppable.
3. Nail Your Call-to-Action (CTA) — Don’t Leave Them Hanging
You’ve understood your audience. You’ve paced their reality. Now comes the moment that makes or breaks your persuasive speech: the call-to-action.
Shockingly, even seasoned speakers (yes, even TEDx pros) forget this step. They ramble for 18 minutes, say “thank you,” and walk off. Cue crickets.
A persuasive speech isn’t about informing — it’s about inspiring action. Your audience will forget 95% of what you say, but if you spark an emotional desire and give them a clear next step, your message sticks. The CTA is your moment to shine.
Here’s how to nail it:
- Be clear and direct. Don’t hint — spell it out. “Sign up for our service today.” “Clear your desk every evening.” “Join me for coffee this weekend.”
- Make it easy. Remove friction. “Click the link below to register.” “Text me to confirm.”
- Tap into emotion. Connect the action to their desires. “Take this step to reclaim your time and peace of mind.”
For example, in a sales pitch, you might say, “If you’re ready for a supplier who truly gets your business, let’s chat this week.” In a motivational speech, try, “Start with one small action today — write down your goal and take the first step.”
Don’t shy away from the ask. It feels bold, maybe even scary at first, but that moment of silence after you lay it out? That’s power. You’re not pushing; you’re inviting them to join you on a journey.
Pro Tip: Test your CTA on a control group before your speech. Ask a question like, “What’s one action you’d take to solve [problem]?” to gauge what resonates.
The Art of a Persuasive Speech: Bringing It All Together
Most people won’t agree with you right off the bat.
They’ve got their own views, and no amount of arguing will budge them. But if you understand their perspective, pace their reality, and deliver a clear call-to-action, you can guide them from sceptic to supporter.
It’s like driving a car: start where they are, ease them into the journey, and then invite them to keep going with you.
Want to take your public speaking to the next level and deliver persuasive speeches that leave a lasting impact?
Check out our public speaking training options. We work with professionals, leaders, and teams across all industries. If you need to speak to persuade, we can help.
When you’re ready, book in a call, and we’ll schedule a free 30-minute conversation to dig into your personal goals and challenges with communication. We’ll answer any questions you have, and if there’s a good fit, suggest next steps.
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