Persuasion—getting people to think or act in a certain way—is one of the most frequent tasks of the public speaker. Two major types of persuasive speeches are the speech to influence thinking and the speech to motivate action.

In the speech to influence thinking, your primary goal is to convince people to adopt your position. A subcategory of this kind of speech is the speech of refutation, in which your aim is to knock down arguments or ideas that you believe are false.

In the speech to motivate action, you should tell the listeners exactly what action you want them to take. Whenever possible, encourage them to take some action—even if it's a small, token action—immediately.

Of the many patterns that can be used for the persuasive speech, four are especially effective: the motivated sequence, problem–solution pattern, statement-of-reasons pattern, and comparative advantages pattern.