The most important concept in a persuasive speech in chapter 16 is the influence propelled by reasoned argument. In other words, in a persuasive speech your intent is to influence the beliefs, attitudes, values, and acts of your audience. Rhetors (or speakers) must motivate their audiences to think or behave differently by presenting reasoned arguments. Reasoned arguments, which might consist of facts, statistics, personal testimonies, or narratives, are employed to motivate audiences to think or behave differently than before they heard the speech. Persuasive speeches revolve around propositions that can be defended through the use of data and reasoning.