Cicero’s not-so-secret formula for persuasive talks
“In an orator, the acuteness of the logicians, the wisdom of the philosophers, the language almost of poetry, the memory of lawyers, the voice of tragedians, the gesture almost of the best actors, is required. Nothing therefore is more rarely found among mankind than a consummate orator.” -Cicero
There’s a science to giving a persuasive talk, and it’s not a secret.
You might think it’s an impossible formula only figured out by the likes of JFK, Steve Jobs and Tony Robbins, and while there is no doubting their mastery, the technique for creating and delivering persuasive speeches is no mystery.
In fact, the framework is about 2000 years old, outlined by Roman philosopher, Cicero.
What is Cicero’s formula for a persuasive speech?
In the dialogue “De Oratore” (“On the Orator”) written in 55 BCE, Cicero clearly outlines how speakers can master the art of powerful of persuasion.
The technique takes 5 key elements, and fits them together 6-part process, crafted to help you maximize your ability to persuade.
Before you can start your talk, you need the right pieces in place.
These are the 5 things you need to get right if you want to your talk to be persuasive.
Invent [Inventio]
Narrow down your key message, come up with the main points, and link up the proof or references to your points.
Arrange [Dispositio]
Artfully organize your points for maximum impact.
This is where you will structure your presentation for the utmost persuasiveness.
Continue reading to see Cicero’s 6 part formula for structuring your presentation.
Stylize [Elocutio]
Decide on how you will present each point.
Will you use storytelling, quotes, multimedia, or statistics?
Chose which rhetorical techniques you will draw on, and how your words and sentences will work together.
Be clear about which transitions, jokes and stories you will use, and how they relate to your points and message.
Memorize [Memoria]
Learn and memorize your talk so you can deliver it without notes.
Know your talk inside and out, and research the answers to questions you might be asked during the Q&A or by audience members in the coffee break.
Make sure you have all quotes, facts, and statistics 100% correct and memorized.
Deliver [Actio]
Practice makes perfect. Run through how you will deliver your presentation, focusing on which points you will emphasize with gestures, tone and pacing.
Ensure you are using the correct pronunciation and eliminate unnecessary jargon or fillers, so each sentence is clear and flows easily.
Now that you’ve got the right building blocks, we can move on to structural formula for persuasive speech.
Ethos, logos and pathos
Here are the 3 terms, and how they relate to the main components:
- Ethos (think: ethics): appeals to the audience’s ethics or morals.
- Logos (think: logic) : appeals to the audience’s emotions.
- Pathos (thinks: emotions): appeals to the audience’s logic or intellect
A persuasive talk balances and accentuates the ethos, logos and pathos specifically for the audience.
The Ciceronian technique: 6-part outline
In each talk, there are 3 main components: the speaker, the speech, and the audience.
Cicero talks about how each of these three components will either sway or dissuade your audience from being convinced by you and your message.
Audience need 3 things in order to be persuaded:
- Whether the speaker has credibility
- Whether the arguments that prove the points are effective
- How emotionally involved the audience feels about the topic and talk.
A persuasive talk balances and accentuates the ethos, logos and pathos specifically for the audience.
Here is the 2000 year old 6-part outline from Cicero
1. Introduction
Establish your credibility, and convince the audience to identify with you and your message.
Focus: Your credibility (ethos).
2. Narration
Outline the facts of your argument clearly and straight away.
Focus: Outline your arguments (logos).
3. Division
Explain what is to be proven on both sides of the argument.
Focus: What you are trying to prove (logos).
4. Proof
Make your case, point by point.
Focus: Explaining the points of your argument (logos).
5. Refutation
Breakdown your opponent’s argument.
Focus: Address oppositions (logos).
6. Conclusion
Sum up your strongest points and arouse emotions.
Focus: Make an appeal to the emotions of your audience (pathos).
Want to test these elements? See a widely shared speech here, and try to break down each component using the above step-by-step approach.
Further reading:
- Need to brush up on some of your rhetoric terms? Here is a guide.
- De Oratore
- 6 Things cicero can teach you about writing.
This was originally posted on the SpeakerHub blog.
