Artful Persuasion: How to Command Attention, Change Minds and Influence People

STRUCTURING YOUR ARGUMENT

Persuasion is built on a foundation of logic and reason. The rational mind looks for structure and order; otherwise, it creates its own. We need facts and structure to make sense out of nonsense and order out of chaos.

Use a Thematic Structure

Facts acquire muscle when they are structured around a theme. The old speaker's adage – "Tell 'em what you're going to tell 'em, then tell 'em, then tell 'em what you just told 'em" – still remains core advice for all persuaders. Themes structure your listeners' thinking.

Let's Put the Honor into the Handshake

Trial lawyers know the success of a case often hangs on their ability to create a powerful case theme. When noted American trial lawyer Gerry Spence's client, a small U.S. ...