1. Categories of Evidence Data from personal experience creates a sense of personal connection: interesting and engaging Data from surveys & interviews start with clear sense of purpose Data from research/reading facts, examples, summaries, testimony Statistics and numerical data

2. Persuasive Evidence Select sources readers & listeners trust Ensure data is sufficient, recent & representative Distinguish facts from opinions & inferences

3. Evidence as Support Scenarios Authorities Facts Appeals to Logic Appeals to Values (see Inventing Arguments, pp. 95-99)

4. Audience-Based Reasons Who? How much do they know or care about it? What is their current attitude? Possible objections? Shared values?

5. Creating Credibility Know your issues thoroughly: How do details interrelate? Are there already “sides”? What is the context for your argument? (see Inventing Arguments, pg. 88, 92) Present issues fairly Connect with your audience

6. Creating Pathos Concrete language Specific examples or illustrations Narratives Connotations of words, metaphors & analogies Visuals

7. Rogerian Argument stress “empathetic listening” –should always be able to summarize opponent’s position fairly and effectively establish common ground –should always be able to indicate shared values lose “battle” metaphors –focus on self-examination, clarification & compromise, not refutation

8. Humor Hyperbole: exaggerate an idea Understatement: idea unsaid, but implied Repetition: momentum through details Wit: colorful insights