Consider well the relative value of different positions in the sentence so that you may give the prominent place to ideas you wish to emphasize.

“But,” says someone, “is it not more honest to depend the inherent interest in a subject, its native truth, clearness and sincerity of presentation, and beauty of utterance, to win your audience?  Why not charm men instead of capturing them by assault?”

Why Use Force?

There is much truth in such an appeal, but not all the truth.  Clearness, persuasion, beauty, simple statement of truth, are all essential—­indeed, they are all definite parts of a forceful presentment of a subject, without being the only parts.  Strong meat may not be as attractive as ices, but all depends on the appetite and the stage of the meal.

You can not deliver an aggressive message with caressing little strokes.  No!  Jab it in with hard, swift solar plexus punches.  You cannot strike fire from flint or from an audience with love taps.  Say to a crowded theatre in a lackadaisical manner:  “It seems to me that the house is on fire,” and your announcement may be greeted with a laugh.  If you flash out the words:  “The house’s on fire!” they will crush one another in getting to the exits.

The spirit and the language of force are definite with conviction.  No immortal speech in literature contains such expressions as “it seems to me,” “I should judge,” “in my opinion,” “I suppose,” “perhaps it is true.”  The speeches that will live have been delivered by men ablaze with the courage of their convictions, who uttered their words as eternal truth.  Of Jesus it was said that “the common people heard Him gladly.”  Why?  “He taught them as one having AUTHORITY.”  An audience will never be moved by what “seems” to you to be truth or what in your “humble opinion” may be so.  If you honestly can, assert convictions as your conclusions.  Be sure you are right before you speak your speech, then utter your thoughts as though they were a Gibraltar of unimpeachable truth.  Deliver them with the iron hand and confidence of a Cromwell.  Assert them with the fire of authority.  Pronounce them as an ultimatum.  If you cannot speak with conviction, be silent.

What force did that young minister have who, fearing to be too dogmatic, thus exhorted his hearers:  “My friends—­as I assume that you are—­it appears to be my duty to tell you that if you do not repent, so to speak, forsake your sins, as it were, and turn to righteousness, if I may so express it, you will be lost, in a measure”?