"This book will give all lawyers the guidance they need to become effective advocates. Whether you have just passed the bar or have been practicing for 30 years, this book will help refine your persuasive skills."
--from the Foreword by Carolyn Lamm, President of the American Bar Association
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About The 12 Secrets of Persuasive Argument
Argument is the fundamental tool of the lawyer's craft, and this practical book describes the twelve material factors that influence the persuasive effect of any argument. These twelve secrets, based on ideas from some of the world's great thinkers and advocates, will show you how to make the most persuasive argument possible and maximize your success before a judge or jury, in mediation or arbitration, and anywhere else.
These secrets of persuasion come from Aristotle's Rhetoric; others were revealed in the classical writings of Quintilian, Cicero, and Demosthenes. Some come from the work of contemporary scholars in communications and social psychology, some derive from the world's most renowned lawyers, and others are distilled from the authors' own collective experience of more than 100 years as trial lawyers and teachers of trial advocacy. These secrets, both classical and new, can be your key to successful argument.
Secret 1: Focus on Your Goal Secret 2: Tailor Your Argument to the Decision-Maker Secret 3: Cultivate Ethos Secret 4: Base Your Argument on Reasons Secret 5: Build with Evidence, Law, and Policy Secret 6: Appeal to Emotion Secret 7: Use the Best Medium for the Message Secret 8: Strategically Arrange Your Arguments Secret 9: Argue with Style Secret 10: Use Delivery to Enhance Communication Secret 11: Engage Your Listener Secret 12: Immunize and Refute Opposing Points
Endnotes About the Authors
Note: Portions of this book originally appeared in the 2001 ABA Publication The Winning Argument.