•As a business person or politician, assume you are talking to your staff. Provide three reasons they should use the highest-quality sources when developing persuasive papers for the public and clients.
1) due to the ease at which answers can be vetted on the internet, poorly supported information can be easily refuted
2) Well sourced information, "bullet proof" facts, for example instill trust in the audience.
3) People are more apt to bet behind a political candidate who reinforces their preconceptions. If the information you provide both stands up to scrutiny (see point 1), and is from reliable sources (see point 2), it affirms the reader's preconceptions, and therefore reinforces the reader;s perception of the presenter, such as the politician, boss, whatever, thus resulting in a higher level of trust in the person. Studies demonstrate that "mere" facts are not as effective in swaying an audience as are confirmation of preconceptions on an emotional level.
Oct 25th, 2013
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