At a recent luncheon, a friend introduced me to a man whom my friend described as “San Francisco’s most successful trial lawyer for defendants.” I asked the gentleman how he wins over juries. Although he was quite modest about the accolade, he agreed to describe his methodology. As he did, it became clear that persuading juries is very similar to persuading presentation audiences, and so here are how the trial attorney’s four techniques can help you.
1. Eye Level. Whenever he addresses a jury, the trial attorney sits so that he can be at eye level with the jurors.
Wise choice. When speakers make eye contact at the same level as their listeners, it creates a sense of intimacy. The technique has antecedents in cinematography and photography. When the camera is positioned higher than the subject, (known as a superior angle) e.g., the evil giant looks down at the victim, it conveys a sense of dominance. The converse in which the camera is placed lower than the subject (an inferior angle), e.g., the helpless victim looks up at the giant, it conveys a sense of subordination. Eye level creates equality.
You can create that same impression with your audience. Present at eye level and you will relate with them. But this arrangement only holds true when you present to small groups. In larger groups (more than a dozen) you will have to stand to be able to make Eye Connect with each person.
2. Attire. Although the trial attorney always wears a necktie as is appropriate in court, he wears a sport coat rather than a suit, because most jurors these days are dressed casually and he wants to relate to them more closely.
In presentations your approach should be Plus One. Try to determine what your audience will be wearing and escalate your attire one notch. For instance, if you present to an industry trade show where the general attire is jeans and T-shirts, step up to business casual: wear a jacket and a shirt or blouse. If you present to an industry conference where the usual attire is business casual, dress more formally: neckties for men and suits for women. In the event you can’t predetermine the attire, opt for the high end. Plus One applies to all presentations, virtual and in-person.
3. Visual aids. With full appreciation the classic communication advice, “show don’t tell,” the trial attorney takes great pains to prepare photos, diagrams, charts, and videos to illustrate his cases.
In presentations, follow the same advice and avoid the all too familiar business practice of loading your slide deck with text slides that attempt to tell your story. You must tell the story in your talk track and relegate your slides to the role of illustrative support. Follow the example of the trial lawyer and use photos, diagrams, and charts; then add value in your narrative.
4. Focus on Audience. The trial attorney asks jurors to think of his defendant’s point of view so that they can find an equitable rather than a punitive solution.
In your presentations, always consider the point of view of your audience and spend as much time giving them benefits as you do providing them with the features of your company, product, or service.
Use these four techniques that enables the trial attorney to persuade juries, and you can persuade your audiences.
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