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“Through patience a ruler can be persuaded, and a gentle tongue can break a bone.”
— Proverbs 25:15
“Persuasion is clearly a sort of demonstration, since we are most fully persuaded when we consider a thing to have been demonstrated.”
— Aristotle, Discourse on Rhetoric
There are two critical elements in the successful presentation of any case in court. The first has to do with the substance of the argument and the claim; does the evidence support the argument and is the claimant entitled to what he is seeking? These are the nuts and bolts of your case and much of the rest of this book will focus on these things to equip you to manage your case through the legal system to a successful outcome. But, the second element – persuasion – is at least as important as the first, and while we will spend the rest of this chapter discussing what it is and isn’t, you won’t hear one word about where to find more of it.
That’s because persuasion is a skill that you have to discover – and develop – from within yourself.
Persuasion is the single most important element you must provide in presenting your case. With or without lots of solid evidence and testimony, if you succeed in persuading the judge or jury, you will win your case. Likewise, if you are unpersuasive in your presentation – even if you’re case is woven through with heavy cords of undisputed evidence – you will surely lose.
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