The 12 Secrets of Persuasive Argument

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American Bar Association, 2009 - Law - 241 pages
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"This book will give all lawyers the guidance they need to become effective advocates. Whether you have just passed the bar or have been practing for 30 years, this book will help refine your persuasive skills."---from the Foreword by Carolyn B. Lamm, President of the American Bar Association

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.
 

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Contents

Focus on Your Goal
1
Tailor Your Argument to the DecisionMaker
13
Cultivate Ethos
43
Base Your Argument on Reasons
57
Build with Evidence Law and Policy
81
Appeal to Emotion
107
Use the Best Medium for the Message
117
Strategically Arrange Your Arguments
135
Argue ecret Lywith Style
159
Use Delivery to Enhance Communication
181
Engage Your Listener
197
Immunize and Refute Opposing Points
207
Index
225
About the Authors
239
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