The Art of The Art of PersuasionPersuasion

Every Persuasive Every Persuasive Argument:Argument:

Questions of factQuestions of fact

Questions of valueQuestions of value

Questions of policyQuestions of policy

AristotleAristotleRhetoricRhetoric

““using language effectively to using language effectively to please or persuade”please or persuade”

PathosPathos

““Analyzing the needs of your listeners”Analyzing the needs of your listeners”

Discover the needs of your audienceDiscover the needs of your audience

Positive – they already agree with youPositive – they already agree with you Neutral – they simply don’t know much about your Neutral – they simply don’t know much about your

topictopic Disinterested – they know, but they could not care Disinterested – they know, but they could not care

lessless Opposed – (most difficult) they feel strongly and Opposed – (most difficult) they feel strongly and

know a lot about the topic, but they disagree with know a lot about the topic, but they disagree with your viewsyour views

EthosEthos

““Establishing your prestige”Establishing your prestige”

*Audience will look for competence & *Audience will look for competence & confidenceconfidence

*Be sincere—don’t fake it!*Be sincere—don’t fake it!

*Show good will to your audience*Show good will to your audience

*Natural charisma helps*Natural charisma helps

LogosLogos

““Be logical”Be logical”

Evidence – “raw material with which you Evidence – “raw material with which you begin”begin”

Reasoning – “putting it together to make a Reasoning – “putting it together to make a logical argument”logical argument”

Make the evidence suit your audienceMake the evidence suit your audience

Audience & EvidenceAudience & Evidence

Things to consider:Things to consider:

Be ResponsibleBe Responsible

Audience AnalysisAudience Analysis

Considerable ResearchConsiderable Research

Well-planned strategy to establish prestigeWell-planned strategy to establish prestige

=Sincerity & Character=Sincerity & Character

HONESTY:HONESTY:

Don’t present false evidenceDon’t present false evidence

Don’t present the ideas of others as if they Don’t present the ideas of others as if they are your ownare your own

Don’t appeal to the emotions of your Don’t appeal to the emotions of your listener’s without a basis in factlistener’s without a basis in fact

Don’t pose as an authority if you’re notDon’t pose as an authority if you’re not

RESPONSIBLE persuasion means telling the RESPONSIBLE persuasion means telling the truth as you have discovered ittruth as you have discovered it