Use two-sided messages with a sophisticated audience

Acknowledge the strongest objection, then refute it — this is more persuasive than ignoring it.

Why it works

A one-sided message leaves the audience’s existing counter-arguments active, because the speaker seems unaware of or afraid to address them. A two-sided refutational message signals intellectual honesty, reduces perceived bias, and neutralises the counter-argument before the audience can use it. Under high elaboration, this effect is especially pronounced because the audience will think of the objection anyway.

How to do it

1. Identify the single strongest objection to your position before speaking.
2. Name it explicitly: "The main argument against this is X."
3. Refute it specifically with evidence or logic — not dismissal.
4. Return to your core argument, which now stands with the obvious objection already addressed.

Evidence

Research on one-sided vs. two-sided messages finds that two-sided refutational messages are more persuasive than one-sided messages with audiences who are educated, forewarned, or initially sceptical — the conditions where elaboration is high. (observational)

Two-sided non-refutational messages (raising the objection without addressing it) can backfire — the refutation is essential.

Sources

• Allen (1991), meta-analysis of two-sided messages, Western Journal of Speech Communication

Common mistake

Conceding the objection without refuting it, which validates the concern and weakens the overall case rather than strengthening it.