In the realm of discourse, there's a delicate balance to maintain when discussing contentious topics. On one hand, it's crucial to minimize controversy to prevent unnecessary conflicts, which can range from heated arguments to hurt feelings. On the other hand, controversial topics often hold the most significance and can be the most enlightening to discuss.
Many individuals attempt to manage controversy by simply avoiding it. However, this approach often results in insipid, non-committal arguments that lack substance. Others confront controversial topics head-on, expressing their opinions without regard for the situation or the audience's reactions. While these individuals may label themselves as "frank" or "candid," their approach is often as ineffective as those who avoid controversy altogether.
The key to a successful argument or persuasive message lies in effective communication. This requires at least one person speaking and one person listening. If a message is too blunt or controversial, the audience may "tune out" due to anger, shock, or outrage. Once the audience stops listening, communication ceases, and the message fails.
To prevent this communication breakdown, I've found that the most effective way to present a controversial topic is through a method called "proof-to-claim." This method involves presenting the controversial point of your message (your claim) at the end of your argument, after you've had the opportunity to present all the supporting information (proof).
For example, if you need to inform your customers about a price increase (a controversial topic for those on a tight budget), you would first discuss the improved service you'll be providing or the increased costs you've been facing. This allows you to communicate your reasons before your audience becomes upset and harder to reach. By delaying the controversial claim, your audience may even become more accepting of your message, reducing the negative impact.
At this point, some may argue that a thesis should be presented at the beginning of an argument, not the end. If you're uncomfortable with leaving your claim until the end, or if you're concerned that your audience may not understand your argument, you can employ a technique often used by politicians: start vague.
By "vague," I mean that you can choose to inform your audience about the topic of your argument at the beginning of your message, rather than what you're arguing for. For instance, if you're discussing gun control with a group of gun owners, starting with a statement like "I think something needs to be done about gun control" allows you to introduce your topic without stating your controversial claim, thus avoiding immediate backlash.
The aim of this advice is to foster communication, not to deceive your audience. Whether you're crafting a sales letter, a web page, or a campaign speech, your message should be structured in a way that provides your listeners with the information they need to make an informed decision. By saving your controversial material for the end, you ensure that the audience receives this information before they have a chance to dismiss it.
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