Strategy. Innovation. Brand.


Evaluating Logic Logically

Where you stand depends on where you sit.  If you sit in the Republican caucus, you’ll judge the logic of a Democratic speaker very stringently.  If you sit in the Democratic caucus, you’ll judge the same logic much more leniently.  A neutral observer might judge the same logic in a more balanced manner — but is there really such a thing as a “neutral observer”?  The truth is that we don’t evaluate logic logically.  We trust the logic of those we trust.  We don’t trust the logic of those we don’t trust. Trust is central to the art of persuasion.  Your logic will be accepted much more readily if your audience trusts you.

Disagreeing Effectively

Let’s say you’re having an argument and your opponent has stated his position clearly. You’d like to persuade him to change his position. But you’re working against the consistency principle — once your opponent has stated a position, inertia keeps him from changing it. Your argument needs to be clear and compelling but it also needs to provide a way for your opponent to change positions gracefully. While it may be tempting, making your opponent feel small or cornered is usually unsuccessful. Remember, you’re interested in persuading, not humiliating.  Similarly, making your argument overly abstract doesn’t do much good. You need to get personal and stay positive.  Learn more in the video.

This tip has a lot to do with the consistency principle — and how to overcome it.  You can find more on the consistency principle here.

Reasoning precedes decision-making, doesn’t it?

It’s often said that the best missionary for a religion is someone who recently converted to that religion.  Why is that?  When people make a decision — especially a big decision — they go through a reasoning process to help them make the best decision.  We often assume that this process happens before the decision is made.  In reality, people continue to look for validating reasons even after the decision is made.  They often put a lot of energy into convincing other people that they made the right choice — they proselytize their colleagues to support and reinforce their decision.  You can use this energy in your persuasive communications.  Watch the video.

Welcome to Travis White Communications

Welcome to Travis White Communications.  Our goal is to help you be more persuasive. On this website, you’ll find a great deal of information on the science of persuasion and the arts of communication — especially public speaking skills and writing skills.  In addition to the educational material, I also blog on communication, presentation and persuasion topics. Please come back and visit again regularly as we expect to add new content most every day.  You can also get the Persuasive Communication Tip of the Day on Twitter at @TravisCommGuy.

The educational content in this site is divided into five categories found on the navigation bar above.

  1. Rhetoric — the basic principles of persuasion as taught by Aristotle.
  2. Stagecraft – practical advice on how to manage your voice, your body and your slides.
  3. Content –  advice on how to craft the content of your persuasive communication, including the written word.
  4. Sound Bites — how to make your ideas memorable.
  5. Planning — how to create realistic objectives and prepare for your presentation.
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