I've written extensively about what you should do when using storytelling techniques in the courtroom to persuade. I've even released a free book and free webinar on the topic. But I don't think I've ever really talked about the mistakes one can make—most of which I've seen (from opponents). Legal storytelling is both an art and a technique that can be incredibly effective. However, it's easy to make mistakes that can undermine your narrative. This blog will walk you through twelve common legal storytelling pitfalls and how to avoid them. 1. Neglecting a Clear Structure A strong structure is the backbone

In an ideal courtroom, decisions are rendered based solely on facts and evidence. However, real-world trials often reveal a different narrative—one where emotion, bias, and human psychology significantly influence outcomes. This divergence highlights the crucial role of jury consultants in navigating the intricate interplay between fact and emotion. The Emotional Underpinnings of Jury Decisions Research consistently demonstrates that jurors’ decisions are not purely fact-based. Psychologist Jonathan Haidt likens moral judgments to aesthetic ones, suggesting that people often make instant, emotion-driven decisions and subsequently rationalize them. This phenomenon is evident in various courtroom scenarios. See The Paradox of Persuasion: Why Logic

Introduction: The Illusion of Rational Minds Ask most people—especially smart professionals—how they form opinions, and you’ll get some version of the same story: "I look at the facts. I weigh the evidence. I follow the logic." But here’s the problem: neuroscience, psychology, and real-world experience say otherwise. In litigation, marketing, politics—even interpersonal relationships—this misunderstanding about human reasoning creates a fatal flaw in how we attempt persuasion. And until we reckon with it, we’ll keep losing arguments we should win. The Elephant and the Rider Jonathan Haidt, a social psychologist, offers one of the most compelling metaphors for how persuasion really

At Persuadius, we specialize in transforming complexity into clarity—especially using litigation graphics. Whether it’s a demonstrative exhibit that makes a technical expert accessible or a timeline that crystallizes causation, the right visual can make all the difference. Economic issues like tariffs and trade deficits frequently show up in high-stakes commercial litigation. But jurors aren’t economists. That’s where compelling storytelling—and litigation graphics—come in. What Is a Tariff? A tariff is a tax placed on imported goods. When a country imports products from abroad—say, steel, cars, or electronics—the government can charge a fee at the border. That fee is the tariff. Why

Conducting jury research is a crucial step in preparing for a trial. It helps attorneys understand how jurors think, their biases, and what influences their decisions. In this blog, we'll explore twelve essential factors to consider when embarking on jury research to ensure a comprehensive understanding of your potential jurors. 1. Understanding Juror Demographics Understanding juror demographics is essential for tailoring your legal strategy effectively. Jurors with higher education levels might prefer in-depth evidence and complex arguments, as they are often more comfortable with analytical thinking and detailed information. They may appreciate a logical, methodical approach that challenges their intellect

In the legal field, many roles contribute to a trial's success. Two important positions that often work behind the scenes are trial technicians and paralegals. Both are crucial to preparing and executing legal proceedings, yet their roles and responsibilities can differ significantly. In this article, I'll explore the key differences between trial technicians and paralegals, helping you understand why each role is vital in its own way — and why they really shouldn't ever be the same person. The Role of a Trial Technician Trial technicians focus on the technical side of preparing for court. They ensure that all electronic

In legal proceedings, trial graphics are crucial for conveying information effectively while persuading the audience. They serve as a bridge connecting complex legal data with clear, engaging visual presentations. Understanding the Role of Trial Graphics in Legal Proceedings Trial graphics are visual representations used in courtrooms to help explain complex legal concepts and evidence. They aim to make intricate data more accessible to judges and juries by transforming information into visual formats. Over the years, the use of trial graphics has evolved significantly. Advances in technology have enabled the creation of more sophisticated and dynamic visuals, allowing legal teams to

In the courtroom, storytelling isn't just an art – it's a powerful tool for persuading judges and juries alike. By weaving facts into a compelling narrative, litigators can strengthen their cases and create a lasting impact. In this blog, we'll explore crucial storytelling techniques that every litigator should have in their toolkit. These strategies will help you craft narratives that resonate and convince. These are the same strategies we use at Persuadius to craft opening statements that overperform. Understanding the Power of Stories in Law Stories have the unique ability to engage the human brain in ways simple facts cannot.

Navigating the legal world can be daunting, especially when high-stakes trials are involved. Witness coaching plays a pivotal role in ensuring that testimonies are delivered with clarity and confidence. In this article, Persuadius shares seven essential tips to effectively coach witnesses, helping them deliver their best in the courtroom. Understanding the Role of a Witness in High-Stakes Trials Witnesses serve as vital links in presenting the facts during a trial. Their testimonies can significantly impact the direction and outcome of a case. Understanding their role helps tailor the coaching process to meet the demands of high-stakes situations. The American Bar

As the mattress sales wrap up from Presidents' Day, I thought it might be valuable to pause and reflect on this little-known gift from the first president. Apparently, in his youth, Washington was assigned a penmanship exercise of copying the rules of civility as drafted by others before him, and perhaps he editorialized in that process. Everyone likes to think that a 16-year-old Washington wrote these rules, but I think it is more likely that they were associated with Jesuits hundreds of years earlier. I've always felt a special connection to George Washington, having grown up on property that was