Chapter 8 Persuasion

Consider your audience’s three broader goals:
security
recognition
personal and professional
growth
Chapter 8. Communicating Persuasively © 2010 by Bedford/St. Martin's

Work within eight constraints:
ethical constraints
legal constraints
political constraints
informational constraints
personnel constraints
financial constraints
time constraints
format and tone constraints

Follow five steps to craft a persuasive argument:
Identify the elements of a persuasive argument.
Use the right kinds of evidence.
Consider opposing viewpoints.
Appeal to emotions responsibly.
Decide where to present the claim.

Understand the three elements of your argument :
the claim: the idea you are communicating
the evidence: the facts and judgments that support your claim
the reasoning: the logic that you use to derive the claim from the evidence

Use the right kinds of evidence:
“ commonsense” arguments
numerical data
examples
expert testimony

Consider three ways of meeting possible objections to your argument:
Show that the opposing argument is based on illogical reasoning or on inaccurate or incomplete facts.
Show that the opposing argument is valid but less powerful than your own.
Show that there may be a way to reconcile the two arguments.

Avoid ten common logical fallacies:
ad hominem attack, or argument against the speaker
argument from ignorance
appeal to pity
argument from authority
circular argument, or begging the question

Avoid ten common logical fallacies (cont.):
either-or argument
ad populum , or the bandwagon argument
hasty generalization, or inadequate sampling
post-hoc reasoning
oversimplifying

Demonstrate four characteristics in creating a professional persona:
cooperativeness
moderation
fair-mindedness
modesty

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Chapter 8 Persuasion

by Jeannette Novakovich

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