“Use the power of a story.” It’s a piece of advice that attorneys often hear because it furthers your argument and strengthens your case. But what makes storytelling so important to a persuasive legal strategy?
Famed neuroscientist Dr. Antonio Damasio of USC found that people with damage to the part of their brain responsible for feeling and processing emotions have tremendous difficulty making decisions, to the point that they may not be able to reach a decision on something as simple as what to have for dinner without extensive deliberation. This shows just how heavy an impact emotion plays on basic decision-making. When crafting your case, you cannot rely on cut-and-dried facts to pull you through litigation. What the most successful trials have in common is a well-developed story to compel the audience. How can you accomplish this?
All too often, attorneys facing an upcoming trial wait too long to develop their story. Many lawyers procrastinate on this aspect, hanging on to the belief that strong evidence is all it takes to sway a jury. This couldn’t be farther from the truth. A good story is the best vessel for an idea to become plausible to a trier of fact. A familiar narrative is engaging and can best help your audience retain the important information you relay to them. Without a good story, your audience may disbelieve you, no matter how logical your reasoning.
This is where a trial consultant comes in handy. Trial consultants dedicate their careers to utilizing the top methodologies backed by psychology, sociology, and behavioral science to pinpoint the key factors of your case that are the most likely to influence your audience. A trial consultant has vast experience studying decision-making, which is shaped by the values and worldview of the one making the decision. To successfully litigate, you must get into the minds of the jurors and judge to understand how they will come to a decision. What better way than to team up with a consultant who does this for a living?
If you are looking to craft an evocative story and present it in the strongest way possible, learn more about Jill P. Holmquist of Forensic Anthropology, Inc. Jill has dedicated over 20 years to providing trial consulting services for litigators. She conducts vital jury research to discover what about your case works and what needs improvement. Call 402-477-4124 to get started!