When to use it
Use it to decide how much detail and what kind of evidence to include for a particular audience.
How to apply it
- Assess how motivated and able your audience is to think carefully about the message.
- For engaged, able audiences, lead with strong, well-evidenced arguments.
- For less engaged audiences, make sure credible messengers and clear cues support the message.
- Remove weak arguments, which can backfire with careful thinkers.
- Aim for central-route agreement on important changes, as it tends to last longer.
Tip: Raise relevance to the audience personally and they become more likely to engage with the detail.