There's a very fine line that we all have to walk when we want to
make an argument about a controversial subject: On one hand, you
want to limit the controversy as much as you can, because too
much can lead to a lot of problems, ranging from flaring tempers
to hurt feelings to broken noses! On the other hand,
controversial subjects are usually the most significant and, many
times, the most useful to discuss.
Many people try to handle controversy by simply avoiding it.
Unfortunately, this often leads to bland, wishy-washy arguments
that really have nothing to say.
Other people face controversial subjects by bluntly stating their
opinion, regardless of the situation or the reactions of the
audience. These people often call themselves "frank," "candid,"
"upfront" or "in-your-face" but, they are about as effective
as the people who have nothing to say.
Why? Because, for an argument or a persuasive message to work,
there has to be COMMUNICATION. This means there has to be at
least one person talking and one person listening. If a message
is too blunt or controversial, then the audience has a tendency
to "tune out" what is said they are too angry, shocked, or
outraged to continue paying attention to what you have to say. As
soon as they stop listening, communication is over and your
message has failed.
How do you prevent this from happening? Well, I have found that
the best way to present a controversial subject is to use a
method called "proof-to-claim." To use this method, you hold the
controversial point of your message (your claim) for the end of
your argument, after you have had a chance to present all the
information (proof) that supports the claim.
For instance, if you were telling your customers that you were
going to have to raise your prices (a controversial subject to
all of us who have to pinch pennies!), you would want to talk
about the increased service you will be providing, or the
increased costs you have been facing BEFORE you say that prices
are rising. This allows you to communicate your reasons before
your audience gets angry, and therefore, harder to reach. In
fact, by holding off on the controversial claim, your audience
may even come to be more accepting of your message by the time
you actually have to say those dreaded words lessening the
negative effects to an acceptable level.
Right now, I can hear a lot of die-hard English Teachers
screaming, "What are you saying? Your thesis has to come at the
BEGINNING of your argument, NOT at the end!" Well, if you feel a
little uncomfortable leaving your claim until the end, or if you
are afraid that your audience is not going to be able to
understand what your argument is about, then you can use a
technique perfected by politicians through the ages: Be vague in
the beginning.
By "vague," I mean that you can choose to tell your audience what
you are arguing ABOUT at the beginning of your message, rather
than what you are arguing FOR. For example, let's say that you
are speaking to a group of gun owners about gun control if you
say, "I think we should ban all handguns," you probably will not
be able to get another word out, and even if you did, the
audience would probably not be listening.
However, if you started by saying, "I think something needs to be
done about gun control" or "Let's talk about the gun control
issue," you have let your audience know what your topic is (so
they won't be confused) but you have not stated your
controversial claim yet (so they won't be upset). By being a
little vague at the beginning, you will find you have more of a
chance of passing along your information without any "emotional
roadblocks" getting in the way.
Remember here that the thinking behind this advice is to
encourage communication, NOT trick your audience! The point is
that you should structure your message, whether it is a sales
letter, web page, or campaign speech, so that your listeners get
the information they need to make an informed decision. By
holding your controversial material for the end, you are ensuring
that the audience gets this information before they have a chance
to talk themselves out of it!
About the Author
Ron Sathoff is a noted speaker and manager of DrNunley's
InternetWriters.com. Ron works with business speakers and
writers, helping them with their copy-writing, marketing, and
Internet promotion. See all Ron's insightful business tips at
http://InternetWriters.com Reach him at ron@drnunley.com or
801-328-9006.