Presenting a Winning Argument
Tess GeorgeSpeakwell Training
© 2011
Do the homework
Go with the flow
“The Homework”
Know the Audience
Develop a Convincing Message
Be Competent and Care
“The Homework”
Know the Audience
Develop a Convincing Message
Be Competent and Care
Persuading the Police
Common Ground
What matters?
WIIFM
Benefits!
Success!
Contract Negotiations
Motivating employees
Selling to the Boss
ValuesWorriesPersonality
“The Homework”
Know the Audience
Develop a Convincing Message
Be Competent and Care
I want my listeners to agree that…
I want my listeners to…
because…Give them
reasons
Cell phones present a danger to health.
It is wrong to grade on a curve.
The drinking age should be lowered to 18.
We have a professional dress code.
Sarah is wearing a very short skirt.
Sarah needs to wear a longer skirt.
Being ethical is more important than making money.
An employer needs to offer health insurance to employees in order to be ethical.
We need to offer health insurance even if it lowers our profits.
Deductive
Using principles, laws, rules or beliefs as the premise of the argument.
All men are mortalSocrates is a manTherefore, Socrates is mortal
“Every time we have used the program, management response has been positive. This is a very popular program and I’m sure you’ll like it.”
Reasoning by ExampleInductive
Using specific examples to come to general conclusions.
This worked for our customer in New Jersey so well, it should work in their Massachusetts location, too.
Reasoning by Analogy
Since A and B are essentially alike, what is true of A is true of B.
• Our managers are leaving for other companies because they aren’t being paid enough here. We need to increase salaries to remain competitive.
Reasoning by Cause
One event is claimed to be the result of another.
Studies show that students who take music lessons get higher grades.
Students should take music lessons if they want better grades.
Causation vs. Correlation
• X caused Y• Y caused X• X and Y are
associated because of other factors
Causal Mistakes
• Wrong cause
• Insufficient cause
• Post hoc
Evidence:
Relevant
Clear
Timely
Unbiased
Overcome Objections
• Anticipate
• Develop rebuttals
• Use direct or indirect method
Getting Organized
• Benefits• Problem-
Solution• Motivated
Sequence
Benefits
The purchase of this equipment will:
Improve safetyReduce customer complaintsSave money in overtime pay
Problem- Solution
Problem
Cause
Solution
Solution Needed!
Motivated Sequence
• Attention• Need• Solution• Vision• Action
Be Competent
and Care
Let your emotion show
Stir the other’s emotions
If you
Know the Audience
Deliver a Clear Message
Are competent and show that you care
You can present a Winning Argument
Does it make sense to major in
Liberal Arts?
If the point of education is to make money
If Liberal Arts majors don’t make money
Then, a Liberal Arts education misses the point.
If the point of education is personal fulfillmentIf Liberal Arts offer the greatest opportunity for personal fulfillment
Then a Liberal Arts education gets to the point
Remember last winter?2,000 citizen complaints – long waits for the snow truck
1,000 Miles of Road
Trucks vs. Wait time
Number of Trucks Hours to Clear Roads
1 50
3 (Current Fleet) 16.6
5 (Purchase of two) 10
Cost Comparison
Trucks Overtime 2010
2 = 100,000 70,000
We should buy two new trucks
Because:
We want fewer citizen complaintsCitizens complained about waiting too long for the truckTwo more trucks will increase clearing time (in a 4-6 inch fall) by 6.6 hours
Mr. Smith
His Employer
The US Government
The City Government
The Hospital
What’s in a Word?
PersuasionArgument
Winning
Message
You
AudienceA
M
Y
Message
You
AudienceA
M
Y
Building an Argument
Conclusion
Reason
Evidence
Assumption
Evidence
ReasonEvidence
Assumption
Building an Argument
Conclusion
Reason
Evidence
Assumption
Evidence
ReasonEvidence
Assumption
Assumptions - beliefs• Value : what is most
important.
• Descriptive : how the world is, or will become.
• It’s a “dog-eat-dog” world out there. (descriptive)
• It’s a “dog-eat-dog” world out there. (descriptive)
• It’s more important to get ahead than to be fair. (value)
• Most people want to be and try to be good. (descriptive)
It’s more important for everyone to have their basic needs met than for a small group of people, even if they worked for it, to have a lot. (value)
Logos -Building an Argument
Conclusion
Reason
Evidence
Assumption
Evidence
ReasonEvidence
Assumption
Logos -Building an Argument
Conclusion
Reason
Evidence
Assumption
Evidence
ReasonEvidence
Assumption
Convince other to:
•Agree with you•Do what you want
By means of:
•Reasoned Argument•Emotions
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