Persuasion is achieved by the speaker’s personal character when the speech is so spoken as to make us think him credible. We believe good men more fully and more readily than others: this is true generally whatever the question is, and absolutely true where exact certainty is impossible and opinions are divided.
- Aristotle "Rhetoric"
And as for the rest, since what has been said last is easily committed to memory, it is useful, when ceasing to speak, to leave some very strong argument fresh in the hearer’s mind. This arrangement of topics in speaking, like the arraying of soldiers in battle, can readily bring victory.
- Cicero "Ad Herennium"
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