An advocate may know what to say but is only effective when he or she knows how to be persuasive. Combining fact with know-how to persuade judges, juries, and arbitrator, the book teaches immediately useful techniques such as how to channel the initial adrenaline buzz, grab and hold the fact finder’s attention, gesture while speaking, speaking in phrases, and polishing the persuasive style. Based on 25 years of experience from coaching practitioners, this guide integrates cutting edge discoveries in human factors, gesture studies, linguistics, neuroscience, and sports psychology to give litigators a competitive edge. This brand new edition includes all new illustrations and new information on motions, arbitrations, and appeals.

Brian K. Johnson is the president of a consulting firm who teaches persuasion to trial lawyers and public speaking to transactional attorneys. For the past decade, he has trained new assistant U.S. attorneys at the Department of Justice National Advocacy Center. Marsha Hunter is the CEO of a consulting firm who teaches persuasion for trial lawyers and public speaking for corporate attorneys. Her specialty is human factors—the science of human performance in highstakes environments. She is the communication specialist for the National Institute for Trial Advocacy’s collaborative programs with the U.S. Department of Justice's Office of Violence Against Women. They are the award-winning coauthors of The Articulate Attorney and The Articulate Witness. They both live in Santa Fe, New Mexico. Jami Wintz McKeon is the chair of Morgan Lewis where she directs the firm’s strategic growth and its steadfast commitment to client service. She lives in Philadelphia, Pennsylvania.