How to Coach Yourself and Others Beware of Manipulation | Page 188

72. Using evidence
Evidence in persuasion is a powerful tool and, as all lawyers know, needs to be used with care to
achieve the maximum effect.
Increasing effectiveness
Evidence given can be more effective under particular conditions, including when:
•The audience is engaged and involved.
•The evidence is given in a form that is easy to understand.
•The persuader is unknown or has lower credibility.
•The evidence is delivered with conviction.
•The evidence has not been heard before.
•The evidence confirms their own perceptions.
•The listener is highly dogmatic (and by definition is persuaded by facts).
Engagement
By far the most effective of these is engagement of the audience. If they are intellectually involved in
thinking about the situation and, for even greater effect, if they experience the evidence for themselves,
then they will be significantly more likely to be persuaded and also more likely to permanently change
their viewpoint.
Narrative
A common and effective way of making evidence easy to understand is to put in into a story form,
whereby the listener can more