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原作者：Vincent Ryan Ruggiero
GUIDELINE 1: RESPECT YOUR AUDIENCE
指導原則一：尊重你的聽眾
This guideline may sound idealistic, but it is eminently practical. If you believe the people you are trying to persuade are doltish or intellectually dishonest, you are bound to betray that belief, if not directly then indirectly in your tone or choice of words. Moreover, they will generally sense your disparaging view of them and feel hurt or resentful, hardly the kind of reaction that will make them open to persuasion.
這條原則聽起來有點空洞，但實際上卻非常實用。如果你認為對方是笨蛋或者「有意為之」，那麼你就一定會背離這條原則。因為你的聲調或使用的詞語，會直接地或間接地透漏出你真實想法。而且，他們會「嗅」到你對他們觀點的蔑視，因此會感到受傷或憤怒，就更別提他們會對你敞開了。
But aren’t some people doltish or intellectually dishonest? Of course. The point is, you have no business thinking them so without clear and convincing evidence. If you have such evidence, don’t write for that audience. If you lack such evidence, as is usually the case, you should give your audience the benefit of the doubt. Ask yourself what might account for their disagreement with your view. Consider all the factors that can influence a person’s perspective, including age, gender, race, ethnicity, family background, religion, income level, political affiliation, degree of education, and personal experience. If one or more of these could account for the difference in viewpoint, you will have good reason for regarding their disagreement as thoughtful and honest.
但是，難道沒有人就是愚笨或「有意為之」的嗎？當然有。關鍵在於，當你沒有清晰且令人信服的證據之前，你就不能將他們視為那樣。如果你有證據，你就沒必要面對他們。如果你缺乏證據（通常是這樣），你就應該尊重對方疑惑或懷疑的權利。問問你自己，他們為什麼會反對你。思考下所有可能影響一個人觀點的因素，包括：年齡、性別、種族、族群、家庭背景、宗教信仰、收入水平、政治偏好、受教育程度、個人經歷。如果一個或多個因素可以解釋這種觀點上的差異，你就有足夠的理由將他們的反對意見視為深刻和真誠的。
A caution is in order here: Don’t feel you need to state your respect for your audience. Such statements have a way of sounding insincere. Work on acting respectfully; if you can accomplish that, there will be no need to state it. It will show.
需要注意：不要覺得你必須明確的說出對聽眾的尊重才行。這種強調只會顯得有些做作，不真誠。你需要以行動展示出來。如果你真能做到這一點，就沒有必要明確說出來。行動自然說明一切。