Frame Your Argument to Influence Others — Careers Done Write

The word “argument” often carries a negative connotation outside of scholarly circles. This is unfortunate. We engage in arguments every day, as arguing can be an effective method of communication and persuasion. George Lakoff, a renowned cognitive linguist, is an expert at crafting effective arguments. An academic and a political strategist, Lakoff has studied the intricate relationship between language and thought. His work has significantly influenced our understanding of how language shapes thought and how our cognitive processes, in turn, influence language. 

Lakoff’s scholarship explores the idea of frames, which are “mental structures that shape the way we see the world.” These frames sit deep in our minds, but can be activated unconsciously by catch-phrases, references, and simple words. This means that when you argue against an opponent using their language and words, you reinforce their message. The moral of the story? You must develop your own frames and express yourself with your own words. 

Whether it’s in a business meeting, a classroom discussion, or a political debate, the ability to articulate your thoughts and persuade others is invaluable. However, many people struggle with this task and often feel frustrated or defeated in such situations. Consider the following scenario: You’re at a family dinner and the conversation turns to politics. Your uncle begins passionately arguing his point of view, and you find yourself disagreeing with him. You want to express your own beliefs, but you’re unsure how to do so without coming across as confrontational or aggressive. Sound familiar? The ability to confidently articulate your thoughts, stay focused on the issue at hand, and effectively counter opposing views is a critical life skill, so let’s talk about how you can do just that. 

Understand audience and context: By taking the time to research and analyze the values, beliefs, and backgrounds of your audience, you can tailor your argument to better resonate with their perspective and increase your chances of success.

Identify your main claim: The first step in preparing a strong argument is to identify your main claim or thesis. This should be a clear statement that summarizes the central point of your argument.

Organize supporting evidence: Once you have identified your central claim, the next step is to organize supporting evidence that will help you make your case. This could include data, research studies, expert opinions, or personal experiences.

Anticipate counterarguments: When preparing your argument, it is essential to anticipate potential counterarguments that your audience may raise. This will help you address these objections clearly and effectively.

Use persuasive language: Using strong, clear language can help to make your argument more convincing. Use active voice, avoid jargon or technical language, and be concise.

Use descriptive language: Use strong, descriptive language that paints a clear picture in the minds of your audience.

Anticipate objections: Anticipating objections can help you to prepare compelling counterarguments.

Acknowledge the opponent’s views: Acknowledging your opponent’s views can help to build credibility and create a sense of respect.

Most importantly, you must make an emotional argument. One of Lakoff’s main theses is that facts and data alone do not convince people to change deeply held beliefs. If they did, there would be no vaccine skeptics, flat earthers, or climate change deniers. If you wish to persuade people to see your point of view and win their agreement and approval, it is crucial that you appeal to them on an emotional level.