Selling your case (and yourself) to the jury: 5 Ways

Posted on 12-08-2015 by
Tags: new rules , Latest Headlines & Stories

When an attorney represents a client their goal is to convince the jury that their client is innocent. They need to become a salesperson in a sense. While it’s Hollywood, the closing argument (below) made by Matthew McConaughey’s character, Jake Tyler Brigance, in “A Time To Kill” is a perfect example of an attorney “selling” a case, and himself to a jury.

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So what are some tactics you should use to sell your case or the jury better?

I’m glad you asked.

In celebration of National Salesperson day here are 5 ways that will help your persuade the jury and sell your case better thanks to

1. Spot The Issues

Identifying and understanding important issues relevant to the jury is vital. For McConaughey’s character, spotting the issue of racial bias and using it to his advantage helped persuade jury members.


2. Use Short Words

Short words provide more provide more power emotionally without giving the impression that you’re “trying too hard.” Short words are also easier to understanding and can help prove your case in a more poignant manner.


3. Use Common Expressions

Attorneys need to understand the audience they are addressing. Most people won’t be impressed with your unique vocabulary because they may not even understand it. Assimilate the people you’re trying to persuade by using expressions, colloquialisms, and even slang they may use. This will create a more-effective communication.


4. Use Lyrical Language

Your brain can process language with rhythm and flow easier as it is more pleasing. When choosing your words, be aware of opportunities for alliteration, repetition, or subtle rhyming.


5. Paint The Right Picture

This is the key to your argument. As McConaughey proves in his speech, imagery plays a vital role in your pitch. Evoke imagery with your words; lead the jury to picture the crime. Doing this could lead them to feel the emotions that naturally come with witnessing a particular crime.

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