Sidney C. Walker
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June 2007

by Sidney C. Walker


I recently put a number of favorite books by other authors on my website under the “OTHER RESOURCES” link. One of those books is How To Argue And Win Every Time by Gerry Spence, the cowboy defense attorney who has never lost a criminal case. His perspective is profound when it comes to communication and making a winning argument and more “Win/Win” than I ever expected from a trial attorney. Here is an excerpt:

“Everyone plays a certain music with their personal musical instrument, the vocal cords. Do they play alive and happy sounds or sad and depressed ones? Do they sound as if their throats are closing on the words to hold them back? Is their voice strong and affirmative or weak and tentative? Do we hear music or the sound of the deadly monotonous machine? Do we hear sounds of anger, or aggression, or sorrow? Do the sounds match the words? Sounds from the voice are like light that is shown through a filter. The light takes on the color of the filter, and the sounds of the person take on the substance and mood of the person who authors them.”

“Sometimes when I am listening to the final argument of my opponent, I lay my head back, close my eyes, let the words drift by and focus only on the sounds. The sounds always carry the argument better than the words. The sounds portray the urgency, the sense of caring, the anger, the right of truth, the power that can change the jury. If the sound of the words, no matter how powerful the words may be, do not move me, it will not move the jury. Sounds carry the meaning. It is only when the sounds penetrate and prod and awaken that I take a note for rebuttal.”

ACTION TO TAKE: The sound of your words has a powerful impact on your prospects and clients. Put some extra feeling in your voice both on the phone and in person and watch how people respond!

You can order Gerry Spence’s great book, How to Argue and Win Every Time on my website at this link:

Have a productive June,

Toll-free: 877-985-3297

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