{"id":248,"date":"2025-09-15T13:13:20","date_gmt":"2025-09-15T13:13:20","guid":{"rendered":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/chapter\/10-4-5-goals-of-persuasive-presentations\/"},"modified":"2026-03-16T14:19:39","modified_gmt":"2026-03-16T14:19:39","slug":"10-4-5-goals-of-persuasive-presentations","status":"publish","type":"chapter","link":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/chapter\/10-4-5-goals-of-persuasive-presentations\/","title":{"raw":"10.4.5 Goals of Persuasive Presentations","rendered":"10.4.5 Goals of Persuasive Presentations"},"content":{"raw":"
\n

Persuasive presentations often entail the audience to \u201cdo\u201d something concrete. For example, you may create a proposal to request funding for a highway expansion project. After establishing the problem, and analyzing it, you <\/a>would offer solutions. In this \u201ccall to action\u201d step, the speaker\/you will attempt to persuade the board to sign a contract or send a payment to a particular address. This is important because it drives the audience to take immediate action towards the solution.<\/p>\n

Action goals address the question, \u201cWhat do I want the audience to do as a result of being engaged by my presentation?\u201d The goals of action include adoption, discontinuance, deterrence, and continuance.<\/p>\n

Adoption<\/strong> means the speaker wants to persuade the audience to take on a new way of thinking or adopt a new idea. Examples could include buying a new product such as software for the organizations or choosing a new vendor for laboratory equipment. The key is that the audience member adopts, or takes on, a new view, action, or habit.<\/p>\n

Discontinuance<\/strong> involves the speaker persuading the audience to stop doing something that they have been doing. Rather than take on a new habit or action, the speaker is asking the audience member to stop existing behavior or ideas such as eating or drinking a beverage while handling laboratory equipment.<\/p>\n

Deterrence<\/strong> is a call to action that focuses on persuading the audience not to start something if they haven\u2019t already started. The goal of action would be to deter or encourage the audience members to refrain from starting or initiating behavior such as not ignoring safety protocols.<\/p>\n

Finally, with Continuance,<\/strong> the speaker aims to persuade the audience to continue doing what they have been doing, such as keep buying a product, or keeping up with industry certifications.<\/p>\n

A speaker may choose to address more than one of these goals of action, depending on the audience analysis. If the audience is largely agreeable and supportive, you may find continuance to be one goal, while adoption is secondary.<\/p>\n

This section is adapted from Informative and Persuasive Presentations <\/span><\/a>\u00a0in Communication@Work<\/span> \u2013 Simple Book Publishing<\/span><\/a> by Jordan Smith<\/span> licensed under a Creative Commons Attribution 4.0 International License<\/span><\/a>, except where otherwise noted.<\/p>\n\n<\/div>","rendered":"

\n

Persuasive presentations often entail the audience to \u201cdo\u201d something concrete. For example, you may create a proposal to request funding for a highway expansion project. After establishing the problem, and analyzing it, you <\/a>would offer solutions. In this \u201ccall to action\u201d step, the speaker\/you will attempt to persuade the board to sign a contract or send a payment to a particular address. This is important because it drives the audience to take immediate action towards the solution.<\/p>\n

Action goals address the question, \u201cWhat do I want the audience to do as a result of being engaged by my presentation?\u201d The goals of action include adoption, discontinuance, deterrence, and continuance.<\/p>\n

Adoption<\/strong> means the speaker wants to persuade the audience to take on a new way of thinking or adopt a new idea. Examples could include buying a new product such as software for the organizations or choosing a new vendor for laboratory equipment. The key is that the audience member adopts, or takes on, a new view, action, or habit.<\/p>\n

Discontinuance<\/strong> involves the speaker persuading the audience to stop doing something that they have been doing. Rather than take on a new habit or action, the speaker is asking the audience member to stop existing behavior or ideas such as eating or drinking a beverage while handling laboratory equipment.<\/p>\n

Deterrence<\/strong> is a call to action that focuses on persuading the audience not to start something if they haven\u2019t already started. The goal of action would be to deter or encourage the audience members to refrain from starting or initiating behavior such as not ignoring safety protocols.<\/p>\n

Finally, with Continuance,<\/strong> the speaker aims to persuade the audience to continue doing what they have been doing, such as keep buying a product, or keeping up with industry certifications.<\/p>\n

A speaker may choose to address more than one of these goals of action, depending on the audience analysis. If the audience is largely agreeable and supportive, you may find continuance to be one goal, while adoption is secondary.<\/p>\n

This section is adapted from Informative and Persuasive Presentations <\/span><\/a>\u00a0in Communication@Work<\/span> \u2013 Simple Book Publishing<\/span><\/a> by Jordan Smith<\/span> licensed under a Creative Commons Attribution 4.0 International License<\/span><\/a>, except where otherwise noted.<\/p>\n<\/div>\n","protected":false},"author":1,"menu_order":17,"template":"","meta":{"pb_show_title":"","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-248","chapter","type-chapter","status-publish","hentry"],"part":231,"_links":{"self":[{"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/pressbooks\/v2\/chapters\/248","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":1,"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/pressbooks\/v2\/chapters\/248\/revisions"}],"predecessor-version":[{"id":249,"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/pressbooks\/v2\/chapters\/248\/revisions\/249"}],"part":[{"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/pressbooks\/v2\/parts\/231"}],"metadata":[{"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/pressbooks\/v2\/chapters\/248\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/wp\/v2\/media?parent=248"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/pressbooks\/v2\/chapter-type?post=248"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/wp\/v2\/contributor?post=248"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/libraryresources.nse.org.ng\/professionalandtechnicalcommunication\/wp-json\/wp\/v2\/license?post=248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}