Logos: Appeal based on reason or logic. Logical reasons or examples/the logic used to support a claim (induction and deduction); can also be the facts and statistics used to help support the argument.
• Juror 8: Asked the jurors to discuss this for just an hour; won’t “send a boy off to die without talking about it first” Made each small point of his persuasion very easy to accept and as logical as possible so none of the rest could easily object to it
• Juror 4: A stockbroker who refuses to budge until he is presented with sound reasons for changing his mind

Ethos: Appeal based on the reputation and character of the speaker. The source's credibility, the speaker's/author's authority
• Juror 8: Had the needed character/frame of mind to be credible. He walked in to the deliberation unprejudiced and open-minded about the evidence given during the trial

Pathos: Appeal based on emotion. Emotional or motivational appeals to make your audience feel the way you want them to.
• Juror 8: Asked for an anonymous vote.
Couldn’t persuade the other jurors so asked to just take a vote

Contrast: Make what you want someone to do more attractive by comparing it to another choice that is less attractive.
• Juror 8: Asks the jurors to imagine the accused was their child

Simplicity/Clarity: The message is boiled down to its essence and uses language and syntax that everyone can understand. (Keep It Simple Stupid)
• Juror 8: Demonstrated that the elderly man who was a witness, that limped because a recent stroke, couldn't possibly have gotten to the front door quick enough to positively ID the defendant

Specificity/Detail: Be as specific as possible. Specificity increases credibility because specific details are simply more believable than broad assertions
• Juror 3: Demonstrated that he would swing the knife from up over his head in a downward motion if he wanted to kill a taller man
• Juror 5: Grew up in slums and saw many similar knife fights, demonstrated that switchblades are typically used underhanded stemming from the way the blade emerges from the handle.

Similarity: Find Similarities and point them out. Show similarities between you and your prospect, customer, or donor. Show that your thoughts, ideals, social class, and appearance are alike.
• Juror 9: Noticed that another juror wore glasses just like one of the witnesses because of the marks on his nose
• Juror 5: A man who was reared in a tough neighborhood slum, and who sympathizes with the plight of the accused and thought about if he was in the same situation, and how many people would jump to the same conclusion because of where he is from

Storytelling: Stories allow people to persuade themselves. A story will lower a prospect’s resistance, make complicated things easier to understand, and perk up their emotions.
• Juror 11: A foreign-born watchmaker focuses the jury on the beauty and responsibility of the American judicial process
• Juror 12: Often strays off course with advertising stories and slogans

Analogies/Metaphors: When you can relate your scenario to something that the prospect already accepts as true.
• Juror 8: Presents a knife identical to the murder weapon--a weapon that the jurors were certain was unique Counter-intuitive sources and arguments: Seems like it is the opposite of what common sense would tell you

Repetition: Words, sounds or images may be repeated to reinforce the main point. The message itself may be displayed many times. Works if they are repeated enough to pound their message into our minds.
• Juror 8: Gets the other jurors to think critically/creatively, regularly asking, "Suppose that..." and "Is it possible?"

Salience: The art of being silent. When you're not talking, you're listening to your prospect
• Juror 10: launches into a prejudiced tirade, the