Here's why:
* Builds trust and rapport: Establishing common ground shows the audience that you understand their perspective and share some of their values. This helps build trust and rapport, making them more receptive to your message.
* Creates a bridge to your argument: Common ground acts as a bridge between the audience's existing beliefs and your bottom line statement. It helps them see how your argument connects to their own values and experiences, making it more persuasive.
* Addresses potential objections: By acknowledging shared values and concerns, you can proactively address potential objections the audience might have to your argument.
Here are some examples of when establishing common ground before the bottom line statement is particularly important:
* When presenting a controversial argument: If your argument challenges deeply held beliefs, establishing common ground can help soften the blow and make your message more palatable.
* When addressing a diverse audience: In a diverse audience, there may be a range of opinions and perspectives. Common ground can help you find a shared starting point for your argument.
* When trying to persuade a skeptical audience: If your audience is already inclined to disagree with you, establishing common ground can help build trust and create an opportunity for productive dialogue.
Remember:
* Be genuine: Don't just use common ground as a manipulative tactic. It should be genuine and authentic.
* Focus on shared values: Identify values or beliefs that you and your audience share, even if you disagree on the details.
* Don't be afraid to disagree: You can still express your own views, even after establishing common ground.
By establishing common ground before presenting your bottom line statement, you can increase the chances of your audience understanding, accepting, and even being persuaded by your argument.