MARSHALL YOUR FACTS
Evidence Enhances Persuasion
The right evidence can strengthen your arguments; poorly chosen evidence can destroy your case. Research shows:[11]
Using evidence from highly credible sources increases your credibility; citing irrelevant evidence from poorly qualified sources destroys credibility.
Evidence supported by an independent expert is more convincing than facts presented alone.
Individual case studies are more persuasive than statistical evidence. When vivid examples are backed by statistics, the examples become more powerful.
Specific facts are more persuasive than general facts.
It pays to clearly document the sources of any testimonials you use. Sourced testimonials are much more persuasive.
It pays to use novel evidence; ...
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