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Right now, I can hear a lot of die-hard English Teachers screaming, "What are you saying? Your thesis has to come at BEGINNING of your argument, NOT at end!" Well, if you feel a little uncomfortable leaving your claim until 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 ages: Be vague in beginning.
By "vague," I mean that you can choose to tell your audience what you are arguing ABOUT at 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, 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 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 beginning, you will find you have more of a chance of passing along your information without any "emotional roadblocks" getting in way.
Remember here that 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 information they need to make an informed decision. By holding your controversial material for end, you are ensuring that audience gets this information before they have a chance to talk themselves out of it!
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 firstname.lastname@example.org or 801-328-9006.