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To prepare to make an effective argument you must first:
Now you can begin to imagine what it will take to convince your audience. What evidence, methods, or models do they expect? What conventions must you follow to win approval?
The questions that lead to your topic, broadly conceived, also steer you toward what The Craft of Argument formalizes in the Five Parts of Argument.
We learn that, at bottom, an argument is just a claim and its support:
REASON therefore CLAIM
or
CLAIM because of REASON.
Your claim is your main point. It should either be clearly conceptual (seeking to change how we think) or clearly pragmatic (seeking to change how we act). Claims should, by definition, require good reasons. Audiences should be able to disagree with your claim and, by extension, to be convinced and converted by your evidence.
Most arguers know from experience that reasons and evidence help to convince audiences. In the simplest terms, reasons answer the question: “Why are you making that claim?” Evidence offers tangible support for reasons. When stating reasons, always be aware of your audience. You will need to choose the reasons that support your evidence that are also the most likely to convince your specific readers or listeners. Knowing the general values and priorities of your readers will help you to determine what they will count as compelling reasons. Knowing what kind of arguments and evidence they will expect from you will guide you in choosing reasons that meet those expectations. Tailor your appeal to the specific needs and acknowledged concerns of your reading community, because arguments are always audience specific. Evidence should be reliable and based upon authoritative and trustworthy research and sources. It should be appropriately cited, and ample enough to convince. Evidence should also be designed to appeal to your target audience’s values and priorities.
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