Persuasion is fundamental to the practice of law – whether an attorney is addressing a judge or jury, negotiating with opposing counsel, advising a client, or trying to sway your fellow attorneys on where to eat for lunch. This program introduces attorneys to the Please, Prove & Move model of persuasion, a practical framework that parallels the traditional concepts of ethos, logos and pathos. Attorneys will examine how credibility, logical reasoning and emotional resonance work together to make an argument more persuasive.
The program begins with “Please”—establishing the credibility and authenticity necessary for an audience to listen and remain receptive. Attorneys will learn the importance of understanding their audience, staying within areas in which they can speak credibly, acknowledging mistakes and weaknesses, and avoiding an artificial advocacy persona. The course then turns to “Prove,” examining how facts, data, deductive reasoning, inductive reasoning, analogies, and carefully constructed logic can support the outcome an advocate seeks. Next, attorneys will explore “Move”—using storytelling, language, and appropriate emotional resonance to motivate a decisionmaker to act.
Upon completion of this course, attendees will be able to:
* Apply the Please, Prove & Move framework to persuasive legal advocacy
* Build credibility through authenticity, preparation and audience awareness
* Use deductive and inductive reasoning to construct stronger legal arguments
* Develop persuasive narratives that connect facts and logic to a desired outcome
* Recognize how negativity and character attacks can undermine credibility and persuasion
* Employ reciprocity, strategic concessions, and effective communication techniques to strengthen advocacy
Through the unlikely relationship between Bono and Senator Jesse Helms, the course demonstrates how understanding an audience, establishing common ground, presenting logical support, and telling a compelling story can transform an advocacy effort. The program also examines the structure of persuasive stories and how lawyers can use action, conflict, climax, and resolution to connect legal and business facts to a desired outcome. Finally, the course explores practical factors that can strengthen—or undermine—an attorney’s persuasive efforts, including negativity, character attacks, reciprocity, authenticity, brevity, preparation, and communication style.
Attorneys will learn how to develop a persuasive narrative appropriate to a particular case, transaction, negotiation, or client matter while maintaining credibility with the audience. Ultimately, Please, Prove & Move provides lawyers with a practical framework for building trust, supporting an argument with sound reasoning, and giving the decisionmaker a compelling reason to act. From battles with Madonna over the “Material Girl” brand to fair use disputes with the Eagles’ Don Henley to protecting such iconic brands as Bettie Page in trademark and trade dress disputes, Peter R. Afrasiabi primarily handles copyright, trademark, and entertainment disputes.