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Program Schedule
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Legal Persuasion: Lessons from
Advertisers
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- A Framework for Understanding
Persuasion People ALWAYS act in their PERCEIVED self interest
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● Changing
Perception - a key to persuasion |
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- Meeting psychological needs
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● A
conundrum of need conflicts
● The human mind focuses on the immediate
● Appealing to each of the three brains
● Group needs - the sheep gene, obedience to authority,
the tribal gene |
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- Short cuts - personalization, association, visualization,
story and reason
- Understanding your decision maker
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- Deciphering Arguments
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● You
must do it, here is a method to the madness
● Implied arguments, code words
● Separating logic, reason and spin
● Stephen Toulmin's system for analyzing legal arguments |
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Lawyers and Persuasion Ethics - When
Law and Persuasion have Failed |
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Democracy's poor history of survival |
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Brainwashing |
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Propaganda |
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- Avoiding the Seven Deadly Sins of
Persuasion
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● Deciphering
the great propaganda film, "Triumph of the Will" |
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- Difficult Cases and Clients
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● Brainwashing and
propaganda principles
● WWII - virtually no U.S. soldiers collaborated with the enemy;
Korean War - more than 90% collaborated. The
"step-by-step" process |
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Communication and Persuasion: Oral
Advocacy |
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- "I was president because of Robert
Redford." Jimmy Carter |
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Persuasion is more than facts, it's how they are communicated |
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- Small changes make big differences
- Expectations change perceptions of who's winning
- Wordsmithing - the power of one word
- Implicit and explicit arguments |
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- Large group persuasion - platform
communication skills |
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● Non-verbal communication - gesture,
expression, posture
● Voice, your instrument of persuasion |
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- Heuristics - mental devices we all use when the problem is too
complex
- Small group persuasion - personal communication skills |
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- Mistakes |
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● Mistakes are overemphasized -
capitalizing and recovering |
