I’m a trial attorney and have argued at thousands of trials and hearings over my 14-year career. If you can understand these persuasive argument techniques I’m about to share, you’ll be able to argue like me. You WANT to argue like me because then you’re more likely to get exactly what you want.
Do you see what I just did there? In those 3 sentences, I used a very simple 3-part persuasive argument formula known as the Rhetorical Triangle; Ethos, Logos, and Pathos. The Rhetorical Triangle is an ancient persuasive argument technique created by Aristotle in 300 BC, and I’m going to explain how lawyers use it every day, and you can too.
I just did it again!
Building Credibility (Ethos)
Credibility, or ethos, is the foundation of any persuasive argument. If your audience doesn’t trust you, they’re unlikely to be convinced by your argument, no matter how logical or emotional it may be. Establishing credibility involves demonstrating your expertise, honesty, and integrity.
Here are the key techniques that you need to apply when you’re making your own advanced arguments:
- Establish Expertise: Highlight your qualifications, experience, and knowledge relevant to the argument. In a legal context, referencing your experience with similar cases can bolster your credibility.
- Consistency: Maintain consistency in your statements and actions. If you contradict yourself, your credibility can quickly erode.
- Transparency: Be honest about the strengths and weaknesses of your argument. Acknowledging counterarguments and addressing them head-on can enhance your trustworthiness.
Let’s look back at the beginning of this article. Did you spot the ethos in my opening? By explaining that I’m a 14-year trial attorney with thousands of court arguments worth of experience, I demonstrated my credibility in arguing.
Strategic Use of Logic (Logos)
Logic, or logos, is the backbone of a compelling argument. Persuasive argument techniques often involve using logical structures that are not only sound but also strategically deployed to guide the audience through your reasoning.
Key Techniques:
- Deductive Reasoning: Start with a general principle and apply it to a specific case. For example, “All people have the right to free speech. My client is a person; therefore, my client has the right to free speech.”
- Inductive Reasoning: Begin with specific evidence and draw a general conclusion. This is particularly useful in cases where you need to establish a pattern or trend.
- Analogical Reasoning: Draw comparisons between similar situations to make your argument more relatable and understandable. For instance, comparing a case to a well-known precedent can make the implications clearer to a jury.
Emotional Appeal (Pathos)
While logic and credibility are vital, never underestimate the power of emotion in an argument. Emotions can be a driving force in decision-making, and skillful use of emotional appeal, or pathos, can make your argument more compelling.
Key Techniques:
- Storytelling: Use narratives to make your argument more relatable and impactful. A well-told story can evoke emotions that facts and figures alone cannot.
- Emotional Triggers: Identify and use emotional triggers that resonate with your audience’s values and experiences. For example, appealing to a jury’s sense of empathy or fairness can be powerful.
- Visual and Verbal Imagery: Use descriptive language and visuals to paint a vivid picture in the minds of your audience. This can help evoke the desired emotional response and make your persuasive argument more memorable.
Persuasive Structuring
The structure of your persuasive argument plays a significant role in how well it is received. Even the most compelling points can lose their impact if they are not presented in a clear, logical, and persuasive order.
Key Techniques:
- Clarity and Cohesion: Ensure your argument flows logically from one point to the next. Each point should build on the last, creating a cohesive narrative.
- Primacy and Recency Effect: People tend to remember the first and last things they hear. Place your strongest arguments at the beginning and the end of your presentation.
- Signposting: Use clear, concise language to guide your audience through your argument. Phrases like “First, I will demonstrate…” and “In conclusion…” can help keep your audience on track.
Tying it all Together
Mastering the art of the argument involves more than just presenting facts and hoping for the best. It requires a deep understanding of your audience, the strategic use of credibility, logic, and emotion, and the ability to anticipate and counter objections. By honing these advanced techniques, you can argue more effectively, whether in a courtroom or in everyday life. Remember, the goal of any persuasive argument is not just to win, but to persuade—to bring others to see things from your perspective and, ultimately, to take your side.
–Authored by Matthew L. Harris, Esq.,
Matthew Harris Law, PLLC
1101 Broadway, Lubbock, Texas, 79401-3303
Tel: (806) 702-4852 | Fax: (800) 985-9479