How to structure a winning argument
- Claim – say what you want to say
- Evidence – support your claim with three facts that:
- Establish your credibility
- Use logical, well-reasoned evidence
- Appeal to your audience’s emotions
- Warrant – connect your claim to your evidence
Claim
Your claim should set out your main proposition, or what you want your audience to accept and know.
To have the greatest impact, your claim should be worded in a way that’s factual, opinionated and informative.
Evidence
Aim to include three pieces of evidence that support or help prove your claim.
If you want to be really convincing, try to use three facts that add credibility, demonstrate logic and appeal to emotions.
Evidence 1: Establish your credibility
Facts and statistics are powerful evidence because they are seen as objective. To be persuasive, they should be:
- Credible
- Timely
- Verifiable
Evidence 2: Logic
Your next piece of evidence should demonstrate the rationale or logic of your argument.
Examples are useful for giving the audience an easy reference point. They should be:
- Valid
- Appropriate for your audience
- Literal or metaphorical
Evidence 3: Appeal to your audience’s emotions
- A personal tale about your own first-hand experience can help your audience connect with you.
- A reported story or fact about relatable real people or public figures can help you form a connection too – as long as they can be verified.
- A well-loved fictional story can be persuasive too, because shared experiences build connections. But beware of making up tall tales – your audience will see right through it!
Warrant
Connect evidence and claim together. Remember – if the warrant is weak, the argument falls down and fails to be persuasive. A strong warrant should:
Answer the question: “So what?"
Avoid hyperbole (over-exaggeration)
Clarify the take away of your speech