In classical argumentation, you build a case for some idea. You present facts, theories, and assumptions. Then, you reveal the conclusion. If you have done your job well, the conclusion will be the inevitable result of the discussion.
If you start with the idea, you either confuse your reader (because he or she won’t have the necessary information for understanding) or you will create an antagonistic relationship with the reader (because he or she disagrees with you).
Here’s what this means. If you have a new idea about which you want to convince your reader, or if your idea is controversial, lead your reader to it. Your reader will have the necessary information to understand and believe the idea—before you present it.
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