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Chapter 9. Winning People's Minds How to... > STRUCTURING YOUR ARGUMENT

STRUCTURING YOUR ARGUMENT

Persuasion is built on a foundation of logic and reason. The rational mind looks for structure and order; otherwise, it creates its own. We need facts and structure to make sense out of nonsense and order out of chaos.

Use a Thematic Structure

Facts acquire muscle when they are structured around a theme. The old speaker's adage – "Tell 'em what you're going to tell 'em, then tell 'em, then tell 'em what you just told 'em" – still remains core advice for all persuaders. Themes structure your listeners' thinking.


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