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White paper journalist tip number 2: develop an argument

White paper journalist tip number 2: develop an argument

Every white paper author must learn to develop a coherent argument.

Without one, your white documents won’t convince anybody of any such thing.

However a paper that is white gift suggestions a stronger argument could be close to the cash. It could produce results that are great years operating

The real question is, why is an an argument that is good? And exactly how do you realy build one?

For responses, let’s look right right back. Long ago. To ancient Greece additionally the great thinker Aristotle, shown in the coin above.

Contrary to popular belief, Aristotle can provide us some practical easy methods to build a beneficial argument in a white paper.

Build an argument tip no. 1: know ethos, logos, and pathos

A lot more than 2,300 years back, Aristotle analyzed the sun and rain of persuasion. To aid try this, he learned the orators within the Greek Senate plus the popular dramas of their time.

Just just exactly What he discovered is extremely effective. His analysis can nevertheless assist authors to produce white documents today.

Listed below are Aristotle’s three aspects of persuasion:

  • Ethos, a speaker’s credibility or proof that is convincing their views
  • Logos, the logic or inherent reasonableness of a argument
  • Pathos, an attract self-interest or emotion in the audience

For most readily useful outcomes, these three elements can be used within the appropriate percentage, with maybe not an excessive amount of not not enough of every one.

Note: To discover more, Bing “Aristotle logic” or “Aristotle ethos” and turn that is you’ll a wide range of data.

Develop an argument tip number 2: make use of each take into account appropriate percentage

In my experience, a great mixture of these three elements in a paper that is white about 60% evidence (ethos), 30% logic (logos), and 10% rhetoric (pathos).

If you are using absolutely absolutely nothing but a barrage of facts (all ethos), your white paper won’t connect the dots.

Your message will lack passion, and you’ll neglect to engage readers.

A thread is needed by you of logic to transport your argument from point A to aim B.

And quite often only a hint of rhetoric in the beginning or end of a white paper can suggest a wider eyesight and raise up your argument to a greater air plane.

In the event that you argue every point logically, but without much proof (logos without ethos) your paper that is white will shallow and unpersuasive. As if you couldn’t be troubled to accomplish your quest.

Logic without evidence is merely viewpoint. This will easily ask counter-arguments from opinionated naysayers or vendors that are competing.

See how a great white paper author juggles these three elements?

Develop an argument tip no. 3: Don’t depend way too much on calls to feeling (pathos)

In the event that you often turn to rhetoric, your white paper may appear fluffy and unrooted, similar to a sales hype than the usual white paper.

Sales content is about a vow or perhaps a dream. Therefore it’s heavy from the pathos, with explicit telephone telephone calls to your reader’s self-interest and feelings like fear, greed, pride, or vanity.

But papers that are white various. I really believe these documents should really be persuasive essays based mainly on facts and logic (ethos and logos), perhaps not emotion (pathos).

Maybe perhaps Not totally without pathos, as show into the cake chart above. However you desire to use pathos such as the whipped cream in addition to the pie, perhaps perhaps not the filling that is whole.

Whenever all else fails, it is ok to utilize a small rhetoric. a journey of fancy. a extensive metaphor. A call to hands. Just don’t do so all too often.

Develop an argument tip no. 4: develop both intrinsic and extrinsic ethos

One last wrinkle. Ethos is available in two types: extrinsic and intrinsic, internal and external.

Intrinsic ethos originates from the innate credibility of the presenter, primarily from their occupation or experience.

A doctor has intrinsic ethos or credibility, but a professional soccer player, not so much on a medical topic. Speaking about the whole world Cup, a health care provider has notably less credibility than a soccer player, or less ethos that is intrinsic.

Extrinsic ethos originates from the proof delivered. As we’ve seen, this is certainly vital for white documents.

A health care provider presenting the findings of the meta-analysis of numerous log articles builds good ethos that is extrinsic. A soccer player showing features of soccer games and maps of World Cup outcomes does the exact same.

But a physician speaking about A globe Cup match is definitely providing their viewpoint. You could concur or perhaps not, however they don’t have much ethos that is extrinsic stand on.

Develop an argument tip # 5: Think like an attorney

I frequently state a paper that is white should “think just like a lawyer.” But exactly what does that really mean?

Basically, you have to construct a hill of proof that shows your situation beyond any doubt that is reasonable.

The same as in an endeavor, the evidence that is best includes:

  • Facts
  • Numbers
  • Names
  • Numbers
  • Dates
  • Data from impeccable sources
  • Quotes from expert witnesses

The greater amount of legitimate, main-stream, and dependable your sources, the higher.

As an example, federal federal government reports, industry associations, analysts whom monitor your sector, and trade that is respected are good sources.

Joe Schmoo’s weblog? Not really much.

But evidence (ethos) alone just isn’t sufficient.

Keep in mind: Every good trial attorney is able to link the dots over the path of proof by pressing on appropriate precedents and accepted tips. In addition they work tirelessly to boil straight down their argument to reasonable-sounding logic (logos).

After which for a stirring conclusion, the most readily useful test attorneys ratchet within the calls to feeling (pathos) to wring rips out from the jury’s eyes.

Develop an argument tip #6: in the event that you don’t have got all three elements, be wily

This chestnut happens to be tossed around appropriate circles for a lot more than a century:

If you’re poor in the facts, argue what the law states. If you’re weak regarding the statutory legislation, argue the important points. If you’re poor on both, pound the dining table!

This maps nicely onto utilizing Aristotle’s three elements to create a paper that is white.

A white paper writer should proceed as follows to build an effective argument

  1. Search for factual evidence to back your argument (ethos). In the event that you can’t find much, go directly to the step that is next.
  2. Show exactly just how your role follows logically from accepted some ideas or methods (logos). In the event that you can’t build some strong logic, go right to the step that is final.
  3. Select a proper rhetorical device (pathos). But utilize it with discernment. In the end, if you pound the dining table every 5 minutes, your motion quickly loses its effect.

Suggestion: in the event that you can’t pull together the ethos and logos in order to make a disagreement that is strong a white paper, consider composing a smaller document that relies more on pathos, such as a product product sales sheet.

A real-world instance

Recently I labored on a paper that is white the problem of healthcare-associated infections (HAIs): the infections clients have after undergoing therapy or a procedure.

Here’s how exactly we utilized Aristotle’s three components of persuasion in this paper that is white.

Ethos (intrinsic): to construct this element, the white paper is finalized by a credentialed nursing assistant whose bio is roofed in an area called in regards to the Author.

Also, the cover picture shows a team that is or the midst of a procedure. This recommends, “We know very well what you do” and even “We’re with you.”

These things develop the credibility associated with the paper’s publisher and author.

Ethos (extrinsic): This white paper cites significantly more than 60 log articles within the unique structure employed by the American healthcare Association.

Because the target readers are primarily surgeons and nurses whom usually read medical journals, the white paper is organized to follow along with the exact same evidence-based approach.

Logos: even though the white paper provides a hill of proof, we made certain to construct a rational path through it.

Our storyline claims that HAIs endanger clients and expense hospitals cash… but that lots of infections could possibly be avoided by spending a tad bit more time, attention, and cash.

It’s an acceptable argument, supported by facts and expert viewpoint. Plus it frames the view that hospitals should spend money on new technology.

That’s utilizing the component of logic to connect together evidence into a persuasive argument.

Pathos: But there’s passion and calls to self-interest in this paper that is white too. Here’s an example that is typical

Imagine: Your clients could perish. Your reputation in addition to name that is good of group along with your organization might be damaged. Your hospital could lose huge amount of money from potential patients whom get somewhere else.

These serious warnings are sprinkled throughout. You can’t have got all bad news. After hearing about a problem that is big individuals yearn for a remedy.

The paper that is white with a few positive pathos, using expressions like, “Deliberately looking to reduce HAIs will pay off handsomely” and “That’s a win-win within the war on germs!”