Compelling Evidence (2)
Spend the time necessary to fully research the types of evidence you want to use to strengthen your arguments. You already know that using the right evidence from the right sources greatly increases the credibility of your message. However, the opposite is also true; poor or irrelevant evidence undermines the credibility of your message. When compiling evidence, consider the following:
Use evidence supported by an independent expert rather than facts presented alone.
Statistical evidence will be more persuasive when paired with individual case studies.
Document the sources of all testimonials.
Use new information. Updated data with new facts or research is often more convincing than old data.
Use evidence consistent with your audience’s beliefs. It will be more persuasive because they’ll evaluate everything from their own perspectives and attitudes.
Build credibility by also acknowledging and even including the other side of the argument. A two-way discussion will bear far more weight than a one-sided lecture.[5]
Evidence works best when it is suited to the audience and their experience. Consider the following presentation points:[6]
Referring to evidence as fact increases its weight.
Evidence that is verifiable will always be more persuasive.
Evidence that is specific will always be more persuasive.
Unbiased testimony is more persuasive than a biased one.
Personal experience is more persuasive than not having any personal experience.
Presenters who have not yet established their credibility will benefit more from the use of evidence than those with established credibility.
Evidence is especially important when the audience is unfamiliar with the topic.
Factual evidence is particularly persuasive when the audience consists of highly intelligent people.
Evidence is more persuasive when you provide not only the sources, but also their qualifications.
Evidence is more persuasive when you confirm an audience’s beliefs.
[3]Gerard Tellis, Advertising and Sales Promotion Strategy (Reading, Mass.: Addison-Wesley, 1998), p. 138.
[4]George Miller, ‘‘The Magical Number of Seven,’’ Psychological Review 63, 2 (1956).
[5]Charles Larson, Persuasion (Belmont, Calif.: Wadsworth,1995), pp. 222– 225.
[6]J. C. McCroskey, ‘‘A Summary of Experimental Research on the Effects of Evidence in Persuasive Communication,’’ Quarterly Journal of Speech 55 (1969): 169–176.
Taken From : Maximum Influence : The 12 Universal Laws of power Persuasion
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