"What convinces is conviction. Believe in the argument you're advancing. If you don't you're as good as dead. The other person will sense that something isn't there, and no chain of reasoning, no matter how logical or elegant or brilliant, will win your case for you"

Lyndon B. Johnson's quote highlights the important role of conviction in effective communication and persuasion. At its core, the quote recommends that the power of an argument does not rest entirely in its rational structure or the beauty of its discussion, but rather in the speaker's authentic belief in the argument itself. This conviction acts as an intangible yet powerful force that can affect and motivate an audience.

When Johnson states, "What encourages is conviction", he stresses that authenticity and sincerity are important in persuading others. An argument, no matter how logically sound, lacks convincing power if the individual presenting it does not really think in it. This genuine belief, or conviction, jobs self-confidence and genuineness, which are felt by the audience, developing a connection that goes beyond mere words.

Johnson warns that without this belief, "You're as great as dead". This metaphor highlights the futility of arguing without conviction, as it renders the speaker's efforts inefficient. The lack of true belief is viewed by the audience, described here as noticing "that something isn't there". This missing aspect undermines the argument's impact, suggesting that the audience is more in tune with the speaker's authenticity than their rhetorical flourishes.

Furthermore, Johnson presumes that "no chain of reasoning, no matter how logical or stylish or brilliant, will win your case for you" without conviction. Logical reasoning and eloquent presentation are important, but they are inadequate in seclusion. The quote indicates that these aspects work as tools that need to be wielded by a speaker who genuinely believes in their cause.

Eventually, Johnson's message is a reminder of the power of credibility. True persuasion requires more than simply intellectual rigor; it requires a genuine commitment to the arguments one is making, where the speaker's conviction functions as the bridge that links reason with feeling, developing an engaging and reliable case.