Speeches to inform have the primary goal of increasing listeners’ understanding, awareness, or
knowledge about some topic. When you speak to inform, your goal is to tell listeners something they
don’t already know. Purposes for informative speaking include:
• to teach listeners how to do something.
• to correct listeners’ misconceptions.
• to make listeners aware of a problem.
• to describe a new procedure or policy.
Speeches to persuade aim to change or reinforce people’s attitudes, beliefs, or behaviors or to
motivate people to act. Persuasive goals are to influence attitudes, change practices, alter beliefs, and
to motivate action. Persuasive purposes include:
• to convince listeners to do something they are not currently doing.
• to convince listeners to stop doing something they are currently doing.
• to motivate listeners to support a specific policy, law, or candidate.
• to convince listeners to buy a product.
• to inspire listeners to give time or money to a worthy cause.
Demographic audience analysis identifies general features common to a group of listeners.
Demographic characteristics include age, sex, religion, cultural heritage, race, occupation, political
allegiances, and educational level. Demographic information is useful in two ways. First,
demographic information can help you adapt your speech to your listeners. Knowing something
about the general characteristics of listeners may also suggest what type of evidence and which
authorities will be effective.