Final Argument #4 - Make Your Points

How to make your points and persuade the decision-maker.

This episode presents the third technique in the Final Argument series of posts. It again borrows from an essential public speaking technique in the handbook Think! Write! Speak! Speechwriting for Professionals (available from Amazon in ebook and paperback, here).

You caught the decision-maker’s attention with your creative opening line, then laid out your roadmap. Now it’s time to deliver the goods!

In previous Substack episodes, where we presented the techniques to prepare for direct and cross-examination, we stressed the importance of making points. In direct, you made points to build your case. In cross, you secured admissions of points that both helped your case and hurt their case. Especially in cross, you avoided the question-too-many, where you would have driven home the significance of the admission you scored. Now, in argument, you will state that conclusion with the witness safely far from the stand.

In argument, there are two significant differences with the evidence phase of the trial. First, you are the only one speaking, at least until your opponent’s turn. The decision-maker pays attention to what you - and you alone – are saying. Second, there is no witness on the stand to disagree. You may characterize the evidence in any way you want – within ethical constraints, of course – without interruption.

This post presents the technique to make the points that form the body of your argument (or speech). Another post lays out the formula for the Point-First Technique touched on below.