Text is designed to be helpful particularly to lawyers inexperienced in appellate advocacy. The analysis begins with an overview of appellate procedure and then examines the concept of persuasion. This text also contains analysis that begins by providing an overview of the appellate process, including factors to consider before appealing. Technicalities of appealing are discussed, and extensive Internet sources are provided. Ethics of advocacy as informed by the new model rules with Internet sites provide the latest information. Sound persuasive theory is developed. Preparing and writing the opening, responding, and reply briefs, including examples, follows. Preparing and presenting the oral argument with examples concludes the appeal, absent post-argument procedures. These include post-argument memos and petition for rehearing or for writ of certiorari. Closing the case after appeal concludes the text. Explores the constructs of solid brief writing and oral argument, and provides exercises in preparing a persuasive document as well as an effective and convincing oral argument. Coverage includes: the decision to appeal, technicalities of the appeal, a primer on persuasion, preparation and writing the opening brief, appellee and reply briefs, preliminary considerations before argument, preparation for and presentation of the oral argument, post-argument memoranda, and briefs and petitions for rehearing.