Chapter Outline

Knowing Your Audience
Analyze Listeners / Use a Persuasion Scale / Plan Strategy
Building Credibility
Explain Your Competence / Be Accurate / Show Your Open-Mindedness / Show Common Ground with Your Audience
Providing Evidence
Using Sound Reasoning
Deduction / Induction / Fallacies in Reasoning
Appealing to Motivations
Some Common Motivations / How to Motivate an Audience
Arousing Emotions

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