How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 379

argument ring true in persuasive situations, but it also substantially
enhances your credibility. There are four major types of evidence:
testimony, statistics, analogies, and examples. You will strengthen your
position when you use elements of all four forms, rather than depending
on only one. When you provide proof in this manner, you remove doubts
that may linger in your audience's mind.
Testimony
Your audience wants to know what the experts say about you or your
topic. Testimony is the judgment or opinions of others considered experts
in the particular field or area of interest. A testimony can be a quote, an
interview, or an endorsement from a credible person. It can be implied
with someone's presence (attending your event), picture (on your
product), or signature (on your product).
Statistics
Statistics are numerical proofs of your claims. For example, "this
demographic uses . . ." or "four out of five dentists recommend. . . ."
Using graphs and charts makes statistics more memorable and leaves a
greater impression on the listener.
Some people are suspicious of statistical proof, so make sure your
statistics are credible and sound. Know where you got them and who did
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