Tone & Body Language

• Subtle or unconscious communication is often just as important as the word and phrases used by a lawyer. If the tone is not relaxed and if it is aggressive this will put the judge off and make the argument seem weak. The body language should be confident and composed. Strong eye contact, sitting up straight and very little movement will make the speaker seem in control. The tone of voice should be slow, clear and loud enough to be considered confident.
  
  

Authority

• Citing facts and authority to the case are strong argumentative tools that can help in persuasion. For example, citing president from other cases and applying the logic to the current case is a cornerstone of many legal arguments. The lawyer can cite the authority of experts, people who have knowledge of the case, to use their expertise to give credibility to the cause.
  
  

Logic

• Employing logic is powerful. It tells a congruent story that people can follow. Even making something implausible seem logical can be done by inserting it into a series of logical phrases. For example, "dogs are man's best friend (truism), this dog lived with a family who had children (fact), the dog never attacked anyone (fact). Therefore, it is impossible for this dog to have been the one that attacked the child (debatable)." The string of logical sentences makes the last one seem more correct.
  
  

Positives

• Highlight the positives of the case, situation or person. If only positive attributes are associated with the person then those attributes can build a subconscious impression of the item in question. The same technique can be applied to things that counter the positive traits. For example, "my client volunteered at the hospital for three years, he supports and loves his family. Your witness was once convicted of theft and is currently unemployed. Can he really be trusted?" These statements may have nothing to do with the facts but can create subconscious associations.