How we change what others think, feel, believe and do
Evidence in persuasion is a powerful tool and, as all lawyers know, needs to be used with care to achieve the maximum effect.
Evidence given can be more effective under particular conditions, including when:
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.
A common and effective way of making evidence easy to understand is to put in into a story form, whereby the listener can more easily engage with the flow and sequence of events and identify with major characters.
In telling the overall story, a structure is given into which appropriate evidence is given at appropriate times. Stories thus help the listener to contextualize the evidence, using the situation to give it sense and reason.
Research has also shown some surprising results in the lack of effect, and things that have been shown to have little effect on how persuasive is evidence is for the listener:
Other things to remember about using evidence include: