solicitor made the same mistake as the representative who made
his approach with: "I want to sell you a sewing machine." They both
talked only in terms of their own interests.

The successful pleader must convert his arguments into terms of his
hearers' advantage. Mankind are still selfish, are interested in what
will serve them. Expunge from your address your own personal concern
and present your appeal in terms of the general good, and to do this you
need not be insincere, for you had better not plead any cause that is
_not_ for the hearers' good. Notice how Senator Thurston in his plea for
intervention in Cuba and Mr. Bryan in his "Cross of Gold" speech
constituted themselves the apostles of humanity.

_Exhortation_ is a highly impassioned form of appeal frequently used by
the pulpit in efforts to arouse men to a sense of duty and induce them
to decide their personal courses, and by counsel in seeking to influence
a jury. The great preachers, like the great jury-lawyers, have always
been masters of persuasion.

Notice the difference among these four exhortations, and analyze the
motives appealed to:

Revenge! About! Seek! Burn! Fire! Kill! Slay! Let not a traitor
live!

--SHAKESPEARE, _Julius Caesar_.

Strike--till the last armed foe expires,
Strike--for your altars and your fires,
Strike--for the green graves of your sires,
God--and your native land!

--FITZ-GREENE HALLECK, _Marco Bozzaris_.

Believe, gentlemen, if it were not for those children, he would
not come here to-day to seek such remuneration; if it were not
that, by your verdict, you may prevent those little innocent
defrauded wretches from becoming wandering beggars, as well as
orphans on the face of this earth. Oh, I know I need not ask
this verdict from your mercy; I need not extort it from your
compassion; I will receive it from your justice. I do conjure
you, not as fathers, but as husbands:--not as husbands, but as
citizens:--not as citizens, but as men:--not as men, but as
Christians:--by all your obligations, public, private, moral,
and religious; by the hearth profaned; by the home desolated; by
the canons of the living God foully spurned;--save, oh: save
your firesides from the contagion, your country from the crime,
and perhaps thousands, yet unborn, from the shame, and sin, and
sorrow of this example!

--CHARLES PHILLIPS, _App