Chapter 8
Communicating
Pursuasively
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Often your job is to convince the reader.
You may be reinforcing a viewpoint already
held or trying to change the reader’s mind.
Either way, you are presenting an argument.
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A collection of facts and judgments about some
aspect of the world.
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Length can be from a sentence to multiple
volumes
May take many forms such as written, oral
Can discuss almost any kind of issue
Why a competitor is outselling us
 Feasibility study of various courses of action
 Set of instructions to complete a task in the safest
manner
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Argument is more likely effective if it
responds to 3 goals that most people share:
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Security
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Recognition
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Job, workload
Generous in praise, avoid criticism
Personal and professional growth
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Show the benefits to organization, individuals or
community
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Ethical constraints
Legal constraints
Political constraints (pick your battles)
Informational constraints (unavailable
information)
Personnel constraints (access to collaborators)
Financial constraints
Time constraints
Format and tone constraints (size, shape, style)
Chapter 8. Communicating Persuasively
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To craft a persuasive argument:
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2.
3.
4.
5.
Identify the elements of a persuasive argument.
Use the right kinds of evidence.
Consider opposing viewpoints.
Appeal to emotions responsibly.
Decide where to present the claim.
Chapter 8. Communicating Persuasively
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evidence
the claim
reasoning
1.
The claim:
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2.
The evidence:
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3.
the idea you are communicating
the facts and judgments that support your claim
The reasoning:
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the logic that you use to derive the claim from the
evidence
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People most often react favorably to 4 kinds
of evidence:
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“Common sense” arguments
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No hard evidence, but “it stands to reason”
Numerical data
 Examples
 Expert testimony
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Ways to meet objections to your argument:
1.
2.
3.
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Show that the opposing argument is based on
illogical reasoning or on inaccurate or
incomplete facts.
Show that the opposing argument is valid but
less powerful than your own.
Show that there may be a way to reconcile the
two arguments.
Be gracious and understated
Focus on the argument
Chapter 8. Communicating Persuasively
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Usually the best place is at the start of the
argument followed by evidence, then
reasoning
Claim
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Evidence
Reasoning
Another alternative is an indirect structure
which places the claim after the evidence and
reasoning.
Evidence
Reasoning
Claim
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Logical fallacies can undermine the persuasiveness of
your writing. Avoid at all cost! See Table 8.1, pp. 163164.
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Ad hominem, or argument against the speaker
Argument from ignorance
Appeal to pity
Argument from authority
Circular argument, or begging the question
Either-or argument
Ad populum, or the bandwagon argument
Hasty generalization, or inadequate sampling
Post-hoc reasoning
Oversimplifying
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Show that you know the appropriate information
about your topic.
You must also come across as a professional.
Demonstrate the following characteristics:
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Cooperativeness  goal is to solve a problem
Moderation  your issue is not likely doom &
salvation
Fair-mindedness  acknowledge strength of
opposition
Modesty  you don’t know everything, someone else
may step up
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“This plan is certainly not perfect. For one thing, it
calls for a greater up-front investment than we had
anticipated. And the return-on-investment through
the first three quarters is likely to fall short of our
initial goals. However, I think this plan is the best
of the three alternatives for the following
reasons….Therefore, I recommend that we begin
planning immediately to implement the plan. I am
confident that this plan will enable us to enter the
flat-screen market successfully, building on our
fine reputation for high-quality advanced
electronics.”
Acknowledges
problems with
recommendation
Adds modesty
Moderate
recommendation
Shows a spirit of
cooperativeness
by focusing on
company goals
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See examples, pp. 166-167
Graphics make it easy to tell a story
Can also be used to present evidence in a less
technical way
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Culture determines two factors:
What makes an argument persuasive
 How to structure an argument
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Use two techniques:
Study that culture and adjust the content,
structure, and style of your arguments.
 Have your documents reviewed and edited by a
person from the target culture.
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Chapter 8. Communicating Persuasively
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