How do you Argue?

As an analyst, we undergo training then are put to the test to stand by our calls, and back it up with data, insight, experience, or facts. I found this diagram published by the create debate blog, and by using the creative commons license they have on their blog, am sharing it with you. The graphic is spurred by the essay written by Paul Graham How to Disagree, start there.

Since I tie just about everything back to internet strategy, let’s take this fictional example of one of your colleagues who has spent significant budget on advertising popups on a C rated media site in your market. You, the social media strategist at your company, is less than thrilled to see this, but you need to think about different ways to approach this

Using Graham’s Hierarchy, here’s some fictional arguments you could use to persuade your colleague with the advertising-popup plan:

Refuting the Central Point: Regarding your advertising-popup tactic, we should refocus our core strategy on using marketing channels that allow us not only tell our message, but leave prospects with a positive brand impression, and the desire to take the next step with us. (notice that I focused on the objective, without even criticizing the popups, nor the person)

Refutation: I’d like you to reconsider your advertising-popup tactic, as most users don’t like them, in fact Treester Research shows that 26% of those who see popups actually have a negative brand impression.

Counterargument: Advertising-popups are a bad idea, research indicates most users don’t like them

Contradiction: Everyone knows advertising-popups are a bad idea

Responding to Tone: It sounds like you’re frustrated and don’t know what to do

Ad Hominem: So typical of you people to do something stupid

Name-Calling: Your advertising-popup strategy sucks buttocks, ass hat

Caveat: I’m not slamming the pop-up marketing industry, this is just an example, I could have used blogs too.

I remember as a child, the school yard arguments were often at the bottom. Sadly, some bloggers and tweeters are still there. When you talk to executives, I recommend you focus on the end objectives and end results, never on the tools, which moves lower and lower on the pyramid.

So, back to you, what point on the pyramid do you insert your arguments? Be honest, and talk about how you can improve or give an example.

(for what it matters, I quickly fall down the pyramid when I’m dealing with my loved ones, I’m certainly a guilty ass hat)

This entry was posted on Thursday, May 22nd, 2008 at 5:28 am and is filed under Career, Social Media, Web Theory. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.