The 12 Secrets of Persuasive Argument
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The 12 Secrets of Persuasive Argument

"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
The 12 Secrets of Persuasive Argument
Product Code: 1620408
Authors: JoAnne A. Epps, Paul Mark Sandler, Ronald J. Waicukauski
Publication Date: September 2009
ISBN: 978-1-60442-594-9
Page Count: 248
Trim Size: 5 x 7
Sponsoring Entities: ABA Book Publishing
Topics: Courts, General Practice, Litigation
Format: Book - 1620408
Pricing: $99.95 (Regular)
$84.95 (ABA Member) ABA Members, Log in now to receive this discount!
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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

About the Authors

Note: Portions of this book originally appeared in the 2001 ABA Publication The Winning Argument.
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