Chapter 3: Persuasion
How Jurors Are Persuaded
Persuasion takes time, and it demands considerable focus and sustained effort. Highly persuasive trial lawyers share six characteristics. First, they are strongly committed to helping the jurors understand the facts. Highly persuasive lawyers spend their time educating the jurors as to what really matters. A lawyer’s desire to teach is not entirely rooted in altruism; the objective is usually far more practical and immediate—winning the case. Nevertheless, whatever it is that motivates these lawyers, two facts remain: there is a genuine need to educate jurors and this educational process plays a crucial role in making a lawyer’s version the one that jurors accept. A casual observer might conclude that lawyers who spend their time teaching are not fighters and somehow cannot be real advocates. That is wrong. Trial lawyers who take the time to educate jurors are often far more persuasive and effective advocates than their more traditionally belligerent opposition.