1. Preparing a persuasive argument

2. Prepare convincing argument
Ensure your claim is very clear
Support your claim with evidence

3. Claim – Data – Warrant model

4. Claim (argument)
“You should buy our new facial cream
no wrinkles.”

5. Data (evidence to support claim)
facts
statistics
expert opinions
examples
comparisons
contrasts

6. Example of data
“Independent studies show that 85% of those people who regularly use our product have wrinkle-free faces.”

7. Warrant (link b/w claim and data)
Answers the question:
how (or why) do the data support the claim?
Example: People want wrinkle-free faces.
Note: warrant not necessarily stated

8. Further argumentation elements: qualifier and rebuttal
Source:

9. Qualifier: statement about claim’s strength
Unqualified claim:
“Stains on teeth are caused by drinking coffee.”
 there may be other causes as well – use qualifier
Qualified claim:
“Drinking coffee is the most significant cause of stained teeth.”
Source:

10. Rebuttal: exception to your claim
“Coffee is the major cause of stained teeth except for those coffee drinkers who drink the special non-teeth staining coffee.”
Source:

11. Prepare convincing argument
Ensure your claim is very clear
Support your claim with evidence
Stress positive benefits, opportunities
Present both sides of argument if needed
Remember pathos (appeal to emotions)
Exploit persuasive pattern (next slide)

12. Persuasive pattern
Attention
Problem
Solution
Action

13. of your recommendation
Persuasive pattern
Outline options
Arouse interest
Show the need
Suggest action
Convince of
importance
Attention
Problem
Solution
Action
Show you understand
audience position
Point out benefits
of your recommendation
Relate to audience