Presenting a weak argument, whether you’re trying to convince a possible customer they need your product or discussing Tarantino’s latest film with a friend, couldn’t be easier. There are just three simple quick steps to make any statement unconvincing. If you manage to do all three of them, any assertion you make will be powerless and completely ineffective.

One: give no support

Don’t give any justification for your reasoning. It is enough to simply state it. You may repeat it as many times as you like, in fact the more times you repeat it the weaker it will become. Not having to convince someone of the value or benefit of your assertion by coming up with relevant supporting facts and examples saves you a lot of time and effort.

Two: make your argument one-sided

Don’t waste time considering the other side of the argument; yours is the only valid one. By acknowledging there are two sides (or even more) to an argument, you are conceding that your side may not be the right one (and that can’t possibly be true). On top of this, you’ll have to criticise or show the other perspectives are less valid in order to eliminate them.

Three: don’t anticipate objections

If you consider any opposing viewpoints, you’re just going to have to spend even more time and effort coming up with ideas to counter the specific concerns that may be raised. You will also need to thoroughly identify any objections and then either suggest solutions or point out the weaknesses of them. Instead, deliberately trivialise the evidence against your case or, better still, ignore it, don’t be objective and never change your position even to make a small concession.

While some say the best way to win an argument is to avoid it, the best way to convince someone not to take you seriously is to make your argument as powerless and flimsy as possible. Strengthening an assertion takes time and effort and thought; weakening it requires almost no effort or time or thought at all.