At its core, writing involves an exchange of ideas. To express convincing ideas, you need to create strong claims and support them effectively.
How can I create strong claims?
Different types of claims accomplish different goals.
A claim of truth is rooted in fact, presenting an argument that you assert is correct. For that reason, such a claim must be reasonable, provable, and in no way libelous. A claim of truth makes a powerful opening statement that will grab the reader's attention and establish the credibility of your ideas.
Over the past 10 years, Smith Insurance has paid out more dividends to policy owners than any firm in the metro area.
A claim of value deals with the worth of an idea, which can be measured against a known standard. This type of claim builds interest in a product or service.
The model 720 high-efficiency furnace could save you up to 25 percent on energy bills.
A claim of policy suggests the positive outcome of a specific action. This type of claim encourages the reader to take action for a desired result, as in this example:
The next time autumn leaves fall, call Gutter Doctors to unclog your gutters and avoid damaging overspills.
You can use the three types of claims to build a persuasive argument in the AIDA pattern:
How can I support my claims?
You can strengthen your claims with strategic supporting details.
To personalize a claim → use observations and anecdotes.
Zack Williams was failing first-year algebra before he started working with Middle School MatheManiac. Now Zack is tutoring his classmates.
To demonstrate an idea → use illustrations and examples.
Dental Associates can beautify your smile with tooth straightening, enamel whitening, and even porcelain veneers. See these before-and-after pictures.
To quantify a claim → use numbers and statistics.
Last year, 33,000 people attended the IndyCon Game Fair, and this year, preregistration is already 25 percent higher.
To authorize a claim → use expert testimony.
Consumer Reports rates Dan’s Douser the best power washer in its class.
To forecast results → use predictions.
By switching from gas-powered lift trucks to electric lift trucks, Rankin Technologies will cut CO levels in its warehouse by 25 percent.
To examine an issue → use analysis.
Candella Windows consistently receive positive reviews due to three factors: 1) energy savings, 2) ease of cleaning, 3) and quality custom construction.
To prove a claim → use tests and experiments.
The Firefly minivan earned a five-star safety rating from the National Safety Council.
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