Ethos, pathos, logos. Establish credibility. Appeal to emotion. Then appeal to logic. In that order. Logic is a way of establishing credibility, but if it's no

Ethos, pathos, logos. Establish credibility. Appeal to emotion. Then appeal to logic. In that order. Logic is a way of establishing credibility, but if it's not enough, then your argument can be rejected. I can quote you papers that say ivermectin is effective against COVID, but you would likely reject that despite whatever logic because more credible people (and papers) say otherwise. Emotion - if someone refuses to believe something, they won't. That's why it matters so much how you say it. If you're insulting someone when arguing, you'll never win.