Here's a breakdown of why and how common ground helps:
Why establish common ground:
* Builds rapport: It shows the audience you understand their perspective and are willing to connect with them on a shared level.
* Increases credibility: By acknowledging common ground, you demonstrate that you're not just presenting your own biased opinion.
* Prepares the audience for the bottom line: By setting up shared values or understandings, you make the bottom-line statement more palatable and easier to accept.
When to use common ground:
* When your argument is potentially controversial: If your bottom-line statement contradicts widely held beliefs, establishing common ground beforehand can soften the blow and make your argument more persuasive.
* When you're presenting a new idea or perspective: Common ground helps to bridge the gap between the audience's existing knowledge and your new ideas, making them more accessible.
* When you're asking for something from the audience: Shared values can help to create a sense of trust and mutual understanding, making your request more likely to be granted.
How to establish common ground:
* Identify shared values or beliefs: What do you and your audience agree on? What are their existing assumptions or concerns?
* Use anecdotes or examples: Relatable stories can help to demonstrate the shared understanding and make the argument more personal.
* Acknowledge opposing views: Show that you understand the other side of the argument, but also highlight why your view is more valid.
Example:
Without common ground:
"Video games should be banned because they are violent and addictive."
With common ground:
"We all agree that excessive screen time can be harmful, and that protecting children from violence is a priority. However, banning video games completely is an extreme measure that would likely backfire. Instead, we should focus on responsible gaming habits and age-appropriate content."
In conclusion, establishing common ground before a bottom-line statement is crucial for achieving persuasive communication, especially when your argument might be met with resistance or skepticism. It creates a foundation of understanding and trust, making your message more likely to be heard and considered.