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MARSHALL YOUR FACTS

Evidence Enhances Persuasion

The right evidence can strengthen your arguments; poorly chosen evidence can destroy your case. Research shows:[11]

  • Using evidence from highly credible sources increases your credibility; citing irrelevant evidence from poorly qualified sources destroys credibility.

  • Evidence supported by an independent expert is more convincing than facts presented alone.

  • Individual case studies are more persuasive than statistical evidence. When vivid examples are backed by statistics, the examples become more powerful.

  • Specific facts are more persuasive than general facts.

  • It pays to clearly document the sources of any testimonials you use. Sourced testimonials are much more persuasive.

  • It pays to use novel evidence; fresh information is more convincing.

  • People interpret evidence from the perspective of their own attitudes, regardless of the quality of your evidence. Evidence that is consistent with the other side's beliefs is much more persuasive.

  • Finally, you should involve the other side when presenting your case. Lectures are far less persuasive than two-way discussions.


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