HOW DO YOU TAKE a stack of evidence and turn it into a captivating, engaging presentation? The next two chapters will answer this question.

You may be wondering, however, why evidence alone is not enough. If you have worked hard to gather comprehensive, convincing evidence, why can't you just go ahead and use that evidence to convince your audience? The answer is that factual evidence and logic alone are not sufficient to persuade most people. And even those who are more open to logic are more easily persuaded if you also engage their emotions. Human beings are both rational and emotional creatures, and both of these faculties have to be engaged if you truly what to keep their attention.[39]

If you want to communicate effectively, ...

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