"He was my friend, faithful and just to me." (3. 2 64) He is establishing a sort of credibility by calling him and Caesar good friends.
Caesar's will in pathos. He uses it to make the citizens feel bad for Caesar. And it works. He even starts it out by saying "If you have tears to shed, prepare to shed them now" Also when the people tell him to read it he builds a sort of suspense by saying no. (3.2 68)
"I thrice presented him a kingly crown, Which he did thrice refuse: was this ambition." (3. 2 64) He presents logic and defeats Brutus's argument of ambition by saying that Caesar refused to accept the crown three times when it was presented.