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Gain the High Ground

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David Schulz

on 13 February 2017

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Transcript of Gain the High Ground

Gain the High Ground
Chapter 11
How to use your Audience's Point of View
(Being Advantageous)
Cracking Good Clichés
Learn the Commonplaces of your Audience.
The Advantageous
- Make the audience believe your choice would benefit
- The person who is mostly affected by a decision is the best judge of it.
-Ex: A customer is a better judge at a dish rather than the chef.
The Commonplace

People's main point of view is
Overall common knowledge opinion on if a decision is right or wrong.
It is a fact.
Commonplaces vary depending on audience.
The importance of planning will be a stronger commonplace for an audience of soldiers rather than an audience of free-form artists.
Before entering an argument, it is best to know what your audience will be thinking in terms of beliefs, values, and attitudes.
Many (though not all) "commonplaces" arrive in the form of cliches.
-Ex: Practice makes perfect.
-People will know automatically that practicing will make one better.
-EX: Actions speak louder than words.
-People instantly know how an action is a more solid statement than a statement itself.
EX: Money Doesn't grow on trees- Idea of a lack of money
People will instantly know the general idea behind it.
Cliches are a kind of argument shortcut (heuristic)

When arguing to an audience, they generally have:
a specific point of view
preconceived attitudes, beliefs, values
So work toward ways that will benefit THEM
without directly benefiting yourself.
-Depending on who your audience is, their morals will be different meaning how common things are viewed will differ.
The Commonplace
- Cliches, values, public opinion, etc. should be used as starting points in the argument.
- If the audience repeats the same beliefs repetitively, that usually indicates their belief, or commonplace.
The Commonplace Label
- helps you "preempt" the opposition.
The Rejection
- When the audience rejects your idea, listen to their words to find a commonplace.
-To find an audience's commonplace, look for when your argument gets rejected, it will usually contain
commonplace inside it.
Argument: A high school student going into college -"I should buy a new, better looking car."
Rejection: Parent- "A new car will cost a lot of money, and your car now already has great mileage."
The commonplace here is to save money .
1. In an argument, being advantageous means...
a. Choosing what is best for you
b. Basing the argument on what is best for them
c. Having a likeable personality
d. being naturally persuasive
Car you want: 35 Mpg
Car You Have: 55Mpg
2. What do many commonplaces derive from?
a. Cliches
b. past arguments
c. politicians
d. "babbling"
3. What is babbling?
a. talking non-stop
b. being rude or annoying
c. speaking loud to win a argument
d. repeating the same phrase in response to an argument
5. How do you find the commonplace of a rejection?
a. listen to what they repeat
b. wait until they give in
c. both a and b
d. tell them they are wrong
4. Which of the following would be an example of a policy name with a "Commonplace Label"?
a. Hold Your ground
b. Make America Great Again
c. Save Money, Live Better
d. No Child Left Behind
6. Which of the following is not an example of a commonplace?
a. belief
b. cliche
c. metaphor
d. value
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