Schopenhauer on persuasion:

“In order to convince another of a truth that conflicts with an error he holds firmly, the first rule to be observed is an easy and natural one, namely: Let the premisses come first, and the conclusion follow. This rule, however, is seldom observed, and people go to work the reverse way, since zeal, hastiness, and dogmatic positiveness urge us to shout out the conclusion loudly and noisily at the person who adheres to the opposite error. This easily makes him shy and reserved, and he then sets his will against all arguments and premisses, knowing already to what conclusion they will lead. Therefore we should rather keep the conclusion wholly concealed and give only the premisses distinctly, completely, and from every point of view. If possible, we should not even express the conclusion at all. It will appear of its own accord necessarily and legitimately in the reason (Vernunft) of the hearers, and the conviction thus born within them will be all the more sincere; in addition, it will be accompanied by self-esteem instead of by a feeling of shame.”