1. Keys to a Sound Argument
If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.
–MARCUS TULLIUS CICERO

2. Argument
“Everything we say or do presents some kind of argument, takes some kind of position” (82).
“A genre of writing that uses reasons and evidence to support a claim or position and, sometimes, to persuade an audience to accept that position” (489).

3. The Architecture of Argument
YOUR POSITION
THE OPPOSITION

4. The Architecture of Argument
THE OPPOSITION
YOUR POSITION

5. The Architecture of Argument
YOUR POSITION
THE OPPOSITION
REASON

6. The Architecture of Argument
THE OPPOSITION
REASON
YOUR POSITION

7. The Architecture of Argument
YOUR POSITION
THE OPPOSITION
REASON
EVIDENCE

8. Key Features
A clear and arguable position—a position must be arguable and have at least two sides or points of view. You must argue something that is plausible, reasonable, supportable, and worthy of being taken seriously.

9. Proof
Thesis—a claim or statement of the writer’s position or main point
Qualify your thesis:
Can it be true in some cases?
Can it be true at some times?
Can it be true for some groups or people?
Can it be true under certain circumstances?

10. Key Features
Necessary background information—sometimes there is additional information that must be presented so the reader can fully understand the argument
Good reasons—a position itself cannot make an argument; the argument comes from the reasons provided to back up the argument

11. Key Features
Convincing support/evidence—in order for your argument to be fully understood, you must provide support for your reasons. Support can include: facts, statistics, expert testimony, anecdotal evidence, case studies, textual evidence, etc.

12. Proof Come up with good reasons? Why is this true?
How can we prove it?
Develop support:
Facts
Statistics
Scenarios
Expert testimony
Textual evidence
Case studies or observations
Anecdotal evidence

13. Key Features
Appeals to the readers values—appeals try to reach the reader on three possible levels.
Emotional appeal—soliciting (playing to) emotions in people using such emotions as fear, rage, hope, vanity, etc.
Logical appeal—establishing truths, opinions from experts, expert testimony, primary sources, statistics, personal experiences, etc.
Ethical appeal—this is the image portrayed of the writer; the writer sounds fair minded, pleasant, objective, etc.

14. Key Features
A trustworthy tone—the perception the audience has of the writer (or presenter); it is how we sound to the audience. You win the audience by sounding like you know what you are talking about.

15. Key Features
Careful consideration of other positions—there will always be people who disagree with your position. We need to consider those positions and acknowledge those views and opinions, and if possible refute them in our own arguments.
Considering others’ views gives the speaker credibility by making the audience believe that the speaker has considered all possible “parts” to the argument and fully understands the issue.

16. Acknowledging Other Positions
Remember that this goes to your credibility. It appears that you have done the research fully.
Acknowledge others by:
Conceding doubts, concerns, objections, etc.
Refute other positions
Is their reasoning flawed?
Is their evidence inadequate?
Are there short comings?
Watch for fallacies

17. Formatting
Beginnings—are important to attract our readers and tell them what is to come. Here is how:
Offer background information
Define key terms
Get the readers’ attention
Explain the context for your position
State your thesis
Forecast your organization
Ask a question
Give a quote
Connect your subject to the audience’s interests

18. Formatting
Ending—these are the last words the reader will see or hear, so you want them to remember your piece. Here is how:
Restate your main points
Discuss the implications of your argument
Refer to the beginning
Propose an action
Give a quote

19. Think About Design
How will the textual layout influence the reader? Look at:
Typeface
Headings
Lists
Graphs
Illustrations
White Space