For the Defense - Vol. 9, Issue 4 - 6

The Persuasion Playbook: Mastering the
Art, Science, and Timing of Influence
Marian Grace Braccia
n advocate's success often hinges on one vital skill:
persuasion. Whether arguing before a jury, negotiating
a plea deal, or counseling clients, our ability to influence
decisions is paramount. But what makes someone persuasive?
Is it just the force of logic? Do emotions and credibility play an
even greater role? Or, does whoever speaks loudest and longest
ultimately prevail by virtue of sheer endurance? In this article,
we'll delve into the science behind how the brain processes
persuasive messages and explore classical rhetorical principles
that have stood the test of time and may still guide modern
persuasive advocacy.
The Brain Science of Persuasion
The Conscious vs. Unconscious Mind
Humans are constantly communicating, whether we realize it
or not. As Austrian communication expert and psychologist Paul
Watzlawick famously said, " One cannot not communicate. " 1
Communication is an inherent part of our nature, and much of it
6 For The Defense l Vol. 9, Issue 4
A
occurs subconsciously. Our decision-making is often influenced
by forces we are unaware of-forces that shape our thoughts
and actions. This unspoken force, operating beneath the
surface, is persuasion.
Persuasion is the process of convincing someone to adopt a
specific belief, attitude, or course of action.2
This can range from
something as simple as purchasing a product or supporting a
cause, to, in the case of trial lawyers, to delivering a particular
verdict. Persuasion is about influencing others, and there are
many strategies to achieve this. However, the foundational
elements remain the same: establishing credibility and trust as a
speaker, creating an emotional connection with the listener, and
making a compelling logical argument.3
We must first recognize that our minds are not entirely
under our conscious control. Roughly 90% of the brain's energy
is devoted to unconscious processes-shaping our beliefs,
instincts, and values. The conscious mind, responsible for logical
analysis and decision-making, controls just about 10%.4
For trial

For the Defense - Vol. 9, Issue 4

Table of Contents for the Digital Edition of For the Defense - Vol. 9, Issue 4

Contents
For the Defense - Vol. 9, Issue 4 - 1
For the Defense - Vol. 9, Issue 4 - 2
For the Defense - Vol. 9, Issue 4 - Contents
For the Defense - Vol. 9, Issue 4 - 4
For the Defense - Vol. 9, Issue 4 - 5
For the Defense - Vol. 9, Issue 4 - 6
For the Defense - Vol. 9, Issue 4 - 7
For the Defense - Vol. 9, Issue 4 - 8
For the Defense - Vol. 9, Issue 4 - 9
For the Defense - Vol. 9, Issue 4 - 10
For the Defense - Vol. 9, Issue 4 - 11
For the Defense - Vol. 9, Issue 4 - 12
For the Defense - Vol. 9, Issue 4 - 13
For the Defense - Vol. 9, Issue 4 - 14
For the Defense - Vol. 9, Issue 4 - 15
For the Defense - Vol. 9, Issue 4 - 16
For the Defense - Vol. 9, Issue 4 - 17
For the Defense - Vol. 9, Issue 4 - 18
For the Defense - Vol. 9, Issue 4 - 19
For the Defense - Vol. 9, Issue 4 - 20
For the Defense - Vol. 9, Issue 4 - 21
For the Defense - Vol. 9, Issue 4 - 22
For the Defense - Vol. 9, Issue 4 - 23
For the Defense - Vol. 9, Issue 4 - 24
For the Defense - Vol. 9, Issue 4 - 25
For the Defense - Vol. 9, Issue 4 - 26
For the Defense - Vol. 9, Issue 4 - 27
For the Defense - Vol. 9, Issue 4 - 28
For the Defense - Vol. 9, Issue 4 - 29
For the Defense - Vol. 9, Issue 4 - 30
For the Defense - Vol. 9, Issue 4 - 31
For the Defense - Vol. 9, Issue 4 - 32
For the Defense - Vol. 9, Issue 4 - 33
For the Defense - Vol. 9, Issue 4 - 34
For the Defense - Vol. 9, Issue 4 - 35
For the Defense - Vol. 9, Issue 4 - 36
For the Defense - Vol. 9, Issue 4 - 37
For the Defense - Vol. 9, Issue 4 - 38
For the Defense - Vol. 9, Issue 4 - 39
For the Defense - Vol. 9, Issue 4 - 40
For the Defense - Vol. 9, Issue 4 - 41
For the Defense - Vol. 9, Issue 4 - 42
For the Defense - Vol. 9, Issue 4 - 43
For the Defense - Vol. 9, Issue 4 - 44
For the Defense - Vol. 9, Issue 4 - 45
For the Defense - Vol. 9, Issue 4 - 46
For the Defense - Vol. 9, Issue 4 - 47
For the Defense - Vol. 9, Issue 4 - 48
For the Defense - Vol. 9, Issue 4 - 49
For the Defense - Vol. 9, Issue 4 - 50
For the Defense - Vol. 9, Issue 4 - 51
For the Defense - Vol. 9, Issue 4 - 52
For the Defense - Vol. 9, Issue 4 - 53
For the Defense - Vol. 9, Issue 4 - 54
For the Defense - Vol. 9, Issue 4 - 55
For the Defense - Vol. 9, Issue 4 - 56
For the Defense - Vol. 9, Issue 4 - 57
For the Defense - Vol. 9, Issue 4 - 58
For the Defense - Vol. 9, Issue 4 - 59
For the Defense - Vol. 9, Issue 4 - 60
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol9_issue4_2024
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol9_issue3_2024
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol9_issue2_2024
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol9_issue1_2024
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol8_issue4_2023
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol8_issue3_2023
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol8_issue2_2023
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol8_issue1_2023
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol7_issue4_2022
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol7_issue3_2022
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol7_issue2_2022
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol7_issue1_2022
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol6_issue4_2021
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol6_issue3_2021
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol6_issue2_2021
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol6_issue1_2021
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol5_issue4_2020
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol5_issue3_2020
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol5_issue2_2020
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol5_issue1_2020
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol4_issue4_2019
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol4_issue3_2019
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol4_issue2_2019
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol4_issue1_2019
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol3_issue4_2018
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol3_issue3_2018
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol3_issue2_2018
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol3_issue1_2018
https://www.nxtbook.com/nxtbooks/pacdl/FORTHEDEFENSE_vol2_issue4_2017
https://www.nxtbook.com/nxtbooks/pacdl/FORTHEDEFENSE_vol2_issue3_2017
https://www.nxtbook.com/nxtbooks/pacdl/FORTHEDEFENSE_vol2_issue2_2017
https://www.nxtbook.com/nxtbooks/pacdl/FORTHEDEFENSE_vol2_issue1_2017
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol1_issue4_2016
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol1_issue3_2016
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol1_issue2_2016
https://www.nxtbook.com/nxtbooks/PACDL/FORTHEDEFENSE_vol1_issue1_2016
https://www.nxtbookmedia.com