• Sherwood Schwartz, the creator of Gilligan's Island, used the show's opening theme song to provide context and clarity for the audience
• Framing matters in persuasive speaking because "the confused are not persuaded"
• Three persuasive frames for a speech, according to copywriter Will Green:
  • 1. The Expert: Persuades with an appeal to logic, facts, and expertise
    • Tone and pacing are more factual and less passionate
  • 2. The Convert: Focuses on a personal story or journey of change
    • More dramatic, intimate, and appeals to emotions
    • Tone and pacing are more passionate with vocal variety
  • 3. The Friend: Builds on established trust and a casual, relaxed discussion
    • Shares persuasive stories and facts, but the foundation is personal trust
• Choose the appropriate frame for your speech or presentation to effectively persuade your audience

Sources:

• As told by Sherwood Schwartz when interviewed by Del Reisman https://youtu.be/dmCDJN0p3BM?t=793
• Hanlon, Patrick. Primal Branding: Create Belief Systems that Attract Communities (p. 11). Free Press. Kindle Edition. 

For more tips on crafting persuasive speeches, be sure to check out the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.