Making a Persuasive Case

Persuasion Persuasion is trying to influence someone’s actions, opinions, or decisions Required in the workplace whenever there is an issue about which people disagree To communicate persuasively, you must identify your major claims Claim about what the facts are Claim about what the facts mean Claim about what should be done All claims require support.

Identify Your Specific Goal Arguing to influence people’s opinions Arguing to seek support Presenting a proposal Arguing to change people’s behavior

Expect Audience Resistance People who have made up their minds are more resistant to persuasion. Remember, for people to admit you’re right often means that they’re wrong! When people yield to persuasion, they respond in one of three ways: Compliance Identification Internalization

Know How to Connect with the Audience Power Connection = Writer  Audience Relationship Connection = Writer  Audience Rational Connection = Writer and Audience

How to Persuade Effectively Allow for give-and-take Ask for a specific response Never ask for too much Recognize all Constraints

Recognize Communication Constraints Recognize all communication constraints Organizational Legal Ethical Time Social and psychological

Support Your Claims Convincingly Provide convincing evidence Factual statements Statistics Examples Expert testimony Appeal to common goals and values

Consider the Cultural Context Some cultures hesitate to debate, criticize, or disagree. Some cultures observe special formalities in communicating. Many cultures consider the source of the message as important as the content. Some cultures trust oral communication. Cultures respond differently to different emotional pressures. Cultures differ in their attitudes toward big business, technology, competition, or women in the workplace.

Standard Shape for an Argument Introduction Attract and invite your audience and provide a forecast Body Offer support and refutation Conclusion Summarize your case and make a direct appeal