Win Them Over: The Art of Argument

Lift Your Language

Whether you’re a writer or a speaker, you need to know how to argue. In a business context, it’s an invaluable skill.

An argument is not a quarrel with someone; it is the presentation of ideas and opinions, supported by reason or discussion, with the aim of influencing or convincing the audience to accept, or at least consider, a particular point of view.

Some techniques work better than others; some should be used sparingly, if at all.

If you are familiar with these techniques and understand how (and whether) to use them, you will be better equipped to write (and speak) persuasively.

Include intellectual appeal

When constructing an argument, a great deal of what you write or say will appeal to the intellect (the mind or the ‘head’).

Typical intellectual appeals involve statements of fact, reason, logic and statistics.

Use emotional appeal

Successful arguments often make appeals to the emotions (the feelings or the ‘heart’).

Emotional appeals often rely on emotive language, which means you choose words that will have the desired effect on your readers or audience and urge them to ‘feel’ something, usually at a personal level.

Combine the two, and then…

The best arguments use intellectual and emotional appeals.

For added power, include a motivational push (an appeal to action or ‘the hands’).

It will involve your audience more deeply with your argument.

Some people are swayed or influenced more by one type of appeal.

Remember: By making appeals to ‘head’, ‘heart’ and ‘hands’, you engage the whole person and include everyone in your audience, regardless of how individuals are primarily influenced.

Persuasive techniques

You can build up an argument by using a number of these techniques within a text (an article or a speech).

These techniques are detailed (with examples), in one section of my book Win Them Over: The Art of Argument.

Here is a list of some of the most useful:

Start with a clear statement

Make a clear statement of your view, claim or opinion at the beginning of the text. Outline your main point clearly and simply in a topic sentence, using fact and/or opinion. The rest of the text should be a development of this point.

Present a range of reasons

Why are you arguing this point? The answers will vary, but often you can choose reasons from among these areas: social, historical, scientific/factual, cultural, economic or personal.

Pose a counter argument

This is a two-step technique.

First, you state a view or mention a claim that is the opposite of (or ‘counter to’) the one you are presenting.
Second, you demonstrate, with facts or reasoning, how this counter argument is limited or faulty.

Present relevant facts

Use facts to support a particular point of view or show the fault in an opposing argument.

Offer examples

You can use examples to support or validate a fact or an opinion.

Quote statistics

Use statistics to reinforce statements, opinions or examples and make them more convincing. Don’t overwhelm your audience, however, with too many statistics.

Give your opinion

You can express an opinion, then use facts or statistics to gain support for it.

Use authority and expert statements

Calling upon authority figures or experts gives further weight to your argument. If you can name the expert or the research institute, even better!
Make sure you use accurate results. Fudging the evidence will get you no respect.

Apply logic

Using logic means you build up an argument in stages. One method is to use the ‘if x, then y’ format’. This statement can be supported by relevant statistics.

Ask rhetorical questions

A rhetorical question is one that requires no answer. The writer (speaker) assumes that the reader (audience) agrees, and often chooses words that would make it difficult to disagree.

Relate personal experience or anecdote

Beware. If this is limited (just about you), it can be unconvincing as evidence for a wider claim.
This technique can also be useful in your opening statement. A simple anecdote often gets an audience on your side.

Finish with a re-statement

A strongly worded repetition of a key idea leaves a lasting impression, especially at the end of the argument.

Argument is both an art and a skill.
Use some of these techniques consciously to build and maintain your audience appeal.

Win Them Over: The Art of Argument is a useful and easy-to-read guide to persuasive language; now available.