Persuasion Produces a Response.  The end of most argumentative speaking is to produce a response.  It may be the casting of a vote, the joining of a society, the repudiation of an unworthy candidate, the demonstrating of the solidarity of labor, the affiliating with a religious sect, the changing of a mode of procedure, the purchasing of a new church organ, the wearing of simpler fashions, or any of the thousand and one things a patient listener is urged to do in the course of his usual life.

When the speaker passes on from mere convincing to appealing for some response he has passed from argumentation to persuasion.  Nearly every argumentative speech dealing with a proposition of policy shows first what ought to be done, then tries to induce people to do it, by appealing as strongly as possible to their practical, esthetic, or moral interests.  All such interests depend upon what we call sentiments or feelings to which worthy—­note the word worthy—­appeals may legitimately be addressed.  Attempts to arouse unworthy motives by stirring up ignorance and prejudice are always to be most harshly condemned.  Such practices have brought certain kinds of so-called persuasion into well-deserved contempt.  The high sounding spell-binder with his disgusting spread-eagleism cannot be muzzled by law, but he may be rendered harmless by vacant chairs and empty halls.  Real eloquence is not a thing of noise and exaggeration.  Beginning speakers should avoid the tawdry imitation as they would a plague.

Elements of Persuasion.  What elements may aid the persuasive power of a speech?  First of all, the occasion may be just the right one.  The surroundings may have prepared the audience for the effect the speaker should make if he knows how to seize upon the opportunity for his own purpose.  The speaker must know how to adapt himself to the circumstances present.  In other cases, he must be able to do the much more difficult thing—­adapt the circumstances to his purpose.

Secondly, the subject matter itself may prepare for the persuasive treatment in parts.  Everyone realizes this.  When emotional impulses are present in the material the introduction of persuasion is inevitable and fitting, if not overdone.

Thirdly, the essence of persuasion depends upon the speaker.  All the good characteristics of good speaking will contribute to the effect of his attempts at persuasion.  A good speaker is sincere to the point of winning respect even when he does not carry conviction.  He is in earnest.  He is simple and unaffected.  He has tact.  He is fair to every antagonistic attitude.  He has perfect self-control.  He does not lose his temper.  He can show a proper sense of humor.  He has genuine sympathy.  And finally—­perhaps it includes all the preceding—­he has personal magnetism.

With such qualities a speaker can make an effective appeal by means of persuasion.  If upon self-criticism and self-examination, or from outside kindly comment, he concludes he is lacking in any one of these qualities he should try to develop it.