How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 381

evidence undermines the credibility of your message. When compiling
evidence, consider the following:
1. Use evidence supported by an independent expert rather than facts
presented alone.
2. Statistical evidence will be more persuasive when paired with
individual case studies.
3. Document the sources of all testimonials.
4. Use new information. Updated data with new facts or research is
often more convincing than old data.
5. Use evidence consistent with your audience's beliefs. It will be
more persuasive because they'll evaluate everything from their
own perspectives and attitudes.
6. Build credibility by also acknowledging and even including the
other side of the argument. A two-way discussion will bear far
more weight than a one-sided lecture.[5]
Evidence works best when it is suited to the audience and their
experience. Consider the following presentation points:[6]
1. Referring to evidence as fact increases its weight.
2. Evidence that is verifiable will always be more persuasive.
3. Evidence that is specific will always be more persuasive.
4. Unbiased testimony is more persuasive than a biased one.
5. Personal experience is more persuasive than not having any
personal experience.
6. Presenters who have not yet established their credibility will
benefit more from the use of evidence than those with established
credibility.
7. Evidence is especially important when the audience is unfamiliar
with the topic.
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