{"id":59580,"date":"2022-02-01T16:39:47","date_gmt":"2022-02-01T20:39:47","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=59580"},"modified":"2022-02-06T08:24:57","modified_gmt":"2022-02-06T12:24:57","slug":"what-is-a-persuasive-argument","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/what-is-a-persuasive-argument\/","title":{"rendered":"Persuasive Argument: What It Is and How to Build One"},"content":{"rendered":"\n

What is a persuasive argument? What are the key building blocks of an argument that is meant to persuade?<\/p>\n\n\n\n

A persuasive argument consists of three steps: choosing a goal<\/a>, choosing a tense, and choosing an appeal. In a persuasive argument, you’ll typically use Aristotle’s three classical persuasive appeals\u2014ethos, logos, <\/em>and pathos<\/em>\u2014to achieve your goal.<\/p>\n\n\n\n

Continue below to learn how to construct a persuasive argument.<\/p>\n\n\n\n\n\n\n\n

The Building Blocks of a Persuasive Argument<\/strong><\/h2>\n\n\n\n

What is a persuasive argument? A persuasive argument is one that proposes a viewpoint and attempts to get the reader to agree. In his book Thank You for Arguing, <\/em>Jay Heinrichs explains that, in rhetorical terms, the purpose of an argument isn\u2019t to beat<\/em> your opponent, but to persuade<\/em> them. He says persuasive arguments have three essential parts: a clear goal<\/em>, a focus on the right issue<\/em>, and the right audience appeal<\/em>.\u00a0<\/p>\n\n\n\n

1) Choose Your Goal<\/strong><\/h3>\n\n\n\n

First, he says, determine the outcome you want. There are three possible goals: <\/p>\n\n\n\n

  1. Mood: <\/strong>You want to put your audience in the mood to listen<\/em> to you, so your persuasion will have a greater effect.<\/li>
  2. Mind:<\/strong> You want to change your audience\u2019s mind so they\u2019ll make the choice you<\/em> want.<\/li>
  3. Willingness to act: <\/strong>You want them to act<\/em> or do what you want them to do. This is the most difficult of the three goals\u2014no matter how well you connect with your audience<\/a> or make your case, you can\u2019t get them to do<\/em> something unless they want to.<\/li><\/ol>\n\n\n\n

    (Shortform note: The authors of Crucial Conversations<\/em><\/a> explain that having your big-picture goals in mind helps you avoid negative behaviors\u2014such as trying to punish the other person or agreeing in order to keep the peace\u2014that sabotage your chances of having a mutually agreeable outcome. Additionally, clear goals can enhance your flexibility and creativity in an argument<\/a>. Since you\u2019re guided by the idea of where you want to end up<\/em> rather than how you\u2019ll get there<\/em>, you\u2019re free to use any tactic that moves you toward the goal.)<\/p>\n\n\n\n

    2) Choose the Right Tense<\/strong><\/h3>\n\n\n\n

    Heinrichs explains that, according to classical rhetorician Aristotle, all arguments boil down to three issues: blame, values, and choice<\/strong>. <\/strong>You can usually identify the issue at the center of your argument by paying attention<\/a> to the tense <\/em>you and your opponent are using.<\/p>\n\n\n\n

    Blame: past tense. <\/strong>Rhetoric focused on the past <\/em>usually aims to seek justice, and it isn\u2019t a productive way to argue\u2014instead of finding a solution, you and your opponent point fingers and decide what \u201cpunishment\u201d the other person deserves. This might look like, \u201cIt\u2019s not my<\/em> fault the night was ruined. You<\/em> invited Jan to the party,\u201d or, \u201cOf course I\u2019m angry. You<\/em> forgot to pick up dinner.\u201d<\/p>\n\n\n\n

    (Shortform note: The authors of Difficult Conversations<\/em><\/a> call fights in which both parties fixate on blame the \u201cWhat Happened\u201d conversation. In these types of conversations, Heinrichs\u2014as we\u2019ll see\u2014would suggest switching the conversation into future tense and focusing on possible choices. However, this switch is easier said than done. The authors suggest a smaller step out of the blame game<\/a>: the \u201ccontribution system,\u201d where each person names their own<\/em> contribution to the issue<\/a>. While this system still deals in blame, in a sense, it puts a stop to finger-pointing and justice-seeking.)<\/p>\n\n\n\n

    Values: present tense. <\/strong>Rhetoric of the present <\/em>aims to separate wrong from right, using tribalistic language to unite groups against a common enemy. Heinrichs says this \u201cus versus them\u201d mentality creates division, so it isn\u2019t helpful to your goal of consensus-seeking. Politicians often rely on this rhetoric to appeal to your values while vilifying the opposing party: This bill is wrong for the American people, yet my opponent supports it.\u201d<\/p>\n\n\n\n

    (Shortform note: Present-tense rhetoric is the opposite of the \u201cI\u201d statements that experts recommend for conflict resolution<\/a>. Whereas \u201cI\u201d statements are meant to pit both parties against the problem<\/em> (\u201cI feel that this bill will be detrimental to numerous neighborhoods in the city\u201d), present-tense rhetoric pits both parties against one another<\/em> (\u201cYou\u2019re wrong about the effects of this bill\u201d).) <\/p>\n\n\n\n

    Choice: future tense. <\/strong>Rhetoric of the future centers on deliberating among different choices<\/em> to come to a conclusion that all <\/em>parties agree with. Focusing on choices leads to productive arguments that end in consensus, without getting stuck on fault or wrong versus right. <\/p>\n\n\n\n

    If you notice your conversation lapsing into past or present tense, Heinrichs recommends regaining control by asking a future-focused question, such as \u201cWhat can we do about it?\u201d or, \u201cHow do we avoid this in the future?\u201d <\/p>\n\n\n\n

    Other Questions to Consider<\/strong>

    While Heinrichs suggests a few helpful questions to get your conversation onto a future-focused track, they rely on the other person having a suggestion on how to move forward. If the other person doesn\u2019t have a suggestion, try asking in a different way:

    \u201c<\/strong>What do you want<\/em>?<\/strong><\/a>\u201d <\/strong>If the other person doesn\u2019t know the exact path they\u2019d like to take forward, this question helps them articulate their desired outcome<\/em>. From there, you can deliberate about the best next steps.

    \u201c<\/strong>    If we could do it again, what would it look like?<\/strong><\/a>\u201d <\/strong>If the other person doesn\u2019t have a clear idea of what they want or how to avoid the same issue in the future, this question helps them retrace their steps and see where things might have gone wrong. 

    Change the focus. <\/strong>If you keep getting stuck on issues of the past or present,     try making a suggestion that splits the problem into the issue<\/em> and the solution<\/em><\/a> and directs the conversation toward the solution. For example, you might say, \u201cIt seems like we\u2019re getting stuck on who made this decision. Let\u2019s refocus on how <\/em>we\u2019re going to get this project done on time.\u201d<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

    3) Choose Your Argument\u2019s Appeal<\/strong><\/h3>\n\n\n\n

    By now, you\u2019ve determined your goal and know to focus on future-tense issues of choice (the first two building blocks of rhetoric). Lastly, Heinrichs says, you\u2019ll use Aristotle’s three classical persuasive appeals\u2014ethos, logos, <\/em>and pathos<\/em>\u2014to achieve your goal.<\/p>\n\n\n\n

    1. Ethos<\/em><\/strong> <\/strong>helps you change your audience\u2019s mood<\/em> by showing that you\u2019re the type of character they should listen to and trust.<\/li>
    2. Logos<\/em><\/strong> helps you change your audience\u2019s mind<\/em> by using their own logic and rationale to demonstrate why your choice is best for them.<\/li>
    3. Pathos<\/em><\/strong> <\/strong>helps you awaken your audience\u2019s willingness to act<\/em> by using vivid stories and intense emotions as motivators.<\/li><\/ol>\n\n\n\n

      (Shortform note: Heinrichs doesn\u2019t make it explicitly clear if you\u2019re meant to use one<\/em> or all three<\/em> of these appeals in an argument. To clarify: You\u2019ll use all three, but will give more weight to whichever appeal is most important to achieving your goal<\/a>. For example, if you\u2019re an outsider to the audience you\u2019re speaking to, you\u2019ll have to spend extra time on ethos <\/em>so they see you as someone worth listening to. <\/em>If you\u2019re not sure which appeal will serve you best, aim to strike a balance among all three.)  <\/p>\n","protected":false},"excerpt":{"rendered":"

      What is a persuasive argument? What are the key building blocks of an argument that is meant to persuade? A persuasive argument consists of three steps: choosing a goal, choosing a tense, and choosing an appeal. In a persuasive argument, you’ll typically use Aristotle’s three classical persuasive appeals\u2014ethos, logos, and pathos\u2014to achieve your goal. Continue below to learn how to construct a persuasive argument.<\/p>\n","protected":false},"author":8,"featured_media":59597,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[34,15],"tags":[574],"class_list":["post-59580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-education","tag-thank-you-for-arguing","","tg-column-two"],"yoast_head":"\nPersuasive Argument: What It Is and How to Build One - Shortform Books<\/title>\n<meta name=\"description\" content=\"What is a persuasive argument? A persuasive argument is one that proposes a viewpoint and attempts to get the reader to agree. 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