Evidence and Logic
Reasoning is a powerful tool for the mind, but strong, concrete evidence should be the cornerstone of a logical speech. Evidence not only makes an argument ring true in persuasive situations, but it also substantially enhances your credibility. There are four major types of evidence: testimony, statistics, analogies, and examples. You will strengthen your position when you use elements of all four forms, rather than depending on only one. When you provide proof in this manner, you remove doubts that may linger in your audience’s mind.
Testimony
Your audience wants to know what the experts say about you or your topic. Testimony is the judgment or opinions of others considered experts in the particular field or area of interest. A testimony can be a quote, an interview, or an endorsement from a credible person. It can be implied with someone’s presence (attending your event), picture (on your product), or signature (on your product).
Statistics
Statistics are numerical proofs of your claims. For example, ‘‘this demographic uses . . .’’ or ‘‘four out of five dentists recommend. . . .’’ Using graphs and charts makes statistics more memorable and leaves a greater impression on the listener.
Some people are suspicious of statistical proof, so make sure your statistics are credible and sound. Know where you got them and who did the research. People know you can arrange statistics to say just about anything. Use statistics sparingly and only in conjunction with other forms of evidence. Besides, a roll of statistics can be very boring.
Analogies
Analogies have a great impact in the mind of the receiver. They enable you to make your points quickly and easily in a way that prospects will understand immediately. (‘‘Installing our new home security system is like having a police officer standing guard on your front porch twenty-four hours a day.’’) Analogies allow you to present a new and foreign idea and compare it with something similar that your prospects can relate to in their own lives. Analogies can also give us a new perspective on an old concept.
Examples
Examples can really make your evidence come alive. We love to relate to examples that bridge the gap between logic and our personal lives. Your prospects understand examples at a deeper level because they are based on common experiences and interpretations of meaning. Examples can be real or hypothetical and can include quotations, personal accounts, physical evidence, empirical studies, or published reports.
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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