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Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
Words That Work Boardwalk
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Words That Work Boardwalk

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    • 1. Paul J. Scoptur Milwaukee, Wisconsin Effective Communication: Words That Work
    • 2.  
    • 3.  
    • 4. It’s Not What You Say It’s What People Hear
    • 5. Rules for Effective Communications
    • 6. Rule #1: KISS <ul><li>Simplicity is good </li></ul><ul><li>Use small words </li></ul><ul><li>John Kerry: “a bold progressive internationalism that stands in stark contrast to the too often belligerent and myopic unilateralism of the Bush Administration” </li></ul>
    • 7. Rule #1: KISS <ul><li>Simple and plain is more understandable </li></ul><ul><li>Don’t talk like lawyer </li></ul>
    • 8. Rule #1: KISS <ul><li>Mac vs Macintosh </li></ul><ul><li>Fed Ex vs Federal Express </li></ul><ul><li>IBM vs International Business Machines </li></ul><ul><li>ATLA vs Association of Trial Lawyers of America </li></ul><ul><li>KFC vs Kentucky Fried Chicken </li></ul><ul><li>DQ vs Dairy Queen </li></ul>
    • 9. Rule #1: KISS <ul><li>Preponderance of the evidence vs. more likely right than wrong </li></ul><ul><li>The greater weight of the credible evidence vs. more likely right than wrong </li></ul><ul><li>Deviation from the standard of care vs. not following the rules </li></ul>
    • 10. Rule #2: Use Short Sentences <ul><li>Brevity is good </li></ul><ul><li>“ Just Do It” </li></ul><ul><li>“ I Like Ike” </li></ul><ul><li>“ JFK, All The Way” </li></ul><ul><li>Use images to convey words </li></ul><ul><li>When setting out Rules, simple is good, complex is bad </li></ul><ul><li>Cross exam: one fact, one question </li></ul>
    • 11. &nbsp;
    • 12. Rule #3: Establish Credibility <ul><li>Credibility of both you and your client </li></ul><ul><li>Credibility is as important as your message </li></ul><ul><li>People have to believe you to buy your message </li></ul><ul><li>The words you use become you and you become the words you use </li></ul>
    • 13. Rule #3: Establish Credibility
    • 14. Rule #3: Establish Credibility
    • 15. Rule #3: Establish Credibility <ul><li>“ I actually did vote for the $87 billion dollars for the war before I voted against it” </li></ul><ul><li>“ I invented the Internet” </li></ul><ul><li>Say what you mean and mean what you say </li></ul>
    • 16. Rule #3: Establish Credibility <ul><li>Personality is important </li></ul><ul><li>Smile appropriately </li></ul><ul><ul><li>Studies show your message is 80% more receptive if you smile </li></ul></ul><ul><li>Body language/open posture </li></ul><ul><li>Demeanor </li></ul><ul><ul><li>Avoid “lawyer man/lawyer woman” behavior </li></ul></ul><ul><li>Dress </li></ul><ul><ul><li>Ditch the Rolex and Armani suit </li></ul></ul><ul><li>Website </li></ul><ul><ul><li>Positive messages </li></ul></ul>
    • 17. Rule #3: Establish Credibility <ul><li>Create positive messages </li></ul><ul><ul><li>The plaintiff is deserving </li></ul></ul><ul><ul><li>The plaintiff has accepted responsibility </li></ul></ul><ul><ul><li>The plaintiff has tried, has a job </li></ul></ul><ul><ul><li>The plaintiff has already paid with her health </li></ul></ul><ul><li>Exhibit a friendly demeanor/humanize yourself and your client </li></ul><ul><ul><li>Treat everyone in the deposition and courtroom with respect </li></ul></ul>
    • 18. Rule #3: Establish Credibility
    • 19. Rule #4: Be Consistent <ul><li>Repetition, Repetition, Repetition </li></ul><ul><li>Create a theme and stick with it </li></ul>
    • 20. Rule #4: Be Consistent <ul><li>Jurors develop a trial story based on what you give them </li></ul><ul><li>If you are not consistent with your story, they will adopt the defense trial story </li></ul>
    • 21. Rule #5: Be Novel, Be Different <ul><li>New definitions for old ideas </li></ul><ul><li>Reframe your case </li></ul><ul><li>Use terms that are plaintiff friendly </li></ul>
    • 22. Rule #5: Be Novel, Be Different <ul><li>Team approach </li></ul><ul><li>Second opinion </li></ul><ul><li>Complementary medicine </li></ul><ul><li>Collision </li></ul><ul><li>Payment for health </li></ul><ul><li>Excuses </li></ul><ul><li>Non-surgical back/neck injury </li></ul><ul><li>Choices </li></ul><ul><li>Harms &amp; losses </li></ul><ul><li>Run up bills </li></ul><ul><li>Doctor shopping </li></ul><ul><li>Chiropractic and massage therapy </li></ul><ul><li>Accident </li></ul><ul><li>Compensation </li></ul><ul><li>Defenses </li></ul><ul><li>Soft tissue </li></ul><ul><li>Failures </li></ul><ul><li>Pain &amp; Suffering </li></ul>
    • 23. Rule #6: Sound and Texture Matter
    • 24. Rule #6: Sound and Texture Matter
    • 25. Rule #6: Sound and Texture Matter <ul><li>Katherine &amp; Alan </li></ul><ul><li>Rule of Threes </li></ul><ul><li>Yabba, Dabba, Doo </li></ul><ul><li>Snap, Crackle and Pop </li></ul><ul><li>Use words that convey texture and sound </li></ul>
    • 26. Rule #7: Make the Case Bigger <ul><li>Make the case bigger than just one client so the jury feels they are deciding something important </li></ul><ul><li>Focus on the industry, not the event </li></ul><ul><li>Tell the jury it’s about big medicine, big business, big nursing home chains </li></ul><ul><li>It’s about everyone’s safety </li></ul><ul><li>Framing the case around the industry makes jurors think it can happen to them </li></ul><ul><li>Use words to create that frame </li></ul>
    • 27. Rule #8: Use Visuals
    • 28. Rule #8: Use Visuals
    • 29. Rule #8: Use Visuals <ul><li>Words need to paint a picture </li></ul><ul><li>“ Melts in your mouth, not in your hand” </li></ul><ul><li>Create visuals with your words </li></ul><ul><li>“ Two Americas…” </li></ul><ul><li>55% of meaning comes from non-verbal sources, 38% tone &amp; voice, 7% words </li></ul><ul><li>Visual beats tone and voice and tone and voice beats words </li></ul><ul><li>Source: Mehrabian, Albert Nonverbal Communication New York: Aldine, 1972 </li></ul>
    • 30. Rule #8: Use Visuals <ul><li>Visuals need to be “compared to what” </li></ul>
    • 31. Case Study: Failure to Diagnose Cardiomegaly <ul><li>X-ray of heart </li></ul><ul><li>Plaintiff expert says heart is enlarged </li></ul><ul><li>Defense expert says: Heart is not that big </li></ul>
    • 32. Compared to what Normal Heart
    • 33. Compared to what Patient’s Heart Normal Heart
    • 34. Case Study: Construction Accident <ul><li>Trench collapse </li></ul><ul><li>Serious leg fracture </li></ul><ul><li>Goal: Plaintiff can’t be a construction worker – will lose money </li></ul><ul><li>Defense Goal: Leg will heal. Plaintiff will go back to construction work after lawsuit is over! </li></ul>
    • 35. Compared to what
    • 36. Compared to what
    • 37. Case Study: Failure to Diagnose Shoulder Dislocation <ul><li>Fall, broken arm </li></ul><ul><li>Undiagnosed shoulder dislocation </li></ul><ul><li>2 1/2 month delay </li></ul><ul><li>Defense Goal: Dislocation hard to see, shoulder is fine </li></ul>
    • 38. Compared to what Normal Joint Dislocated Shoulder Artificial Joint
    • 39. Rule #9: Ask Questions
    • 40. Rule #9: Ask Questions
    • 41. Rule #9: Ask Questions
    • 42. Rule #9: Ask Questions
    • 43. Rule #9: Ask Questions <ul><li>Ask rhetorical questions </li></ul><ul><li>The doctor made choices. What kind of choices were they? </li></ul><ul><li>The driver didn’t stop. Why not? </li></ul><ul><li>Don’t tell the jurors the answer: let them come to the right answer on their own </li></ul>
    • 44. Rule #10: Explain <ul><li>Give people the “why” before you tell them the “therefore” </li></ul><ul><li>Explain, but let the jury conclude on their own </li></ul><ul><li>Jurors resist being told what to think </li></ul><ul><li>Use common sense to sell your issues </li></ul><ul><li>Common sense = Rules </li></ul><ul><li>If you own common sense, you are unassailable </li></ul>
    • 45. Rule #10: Explain
    • 46. Rule #10: Explain
    • 47. Rule #11: Sequence <ul><li>The order in which the words are presented affects how the words are perceived </li></ul><ul><li>Sequence creates the meaning </li></ul><ul><li>Present the conduct and choices of the defendant first </li></ul><ul><li>Availability bias </li></ul>
    • 48. Rule #11: Sequence <ul><li>Carrie is intelligent, industrious, impulsive, critical, stubborn and envious </li></ul><ul><li>Carrie is envious, stubborn, critical, impulsive, industrious and intelligent </li></ul><ul><li>Carrie is rated more positively when described with the positive traits first </li></ul>
    • 49. Rule #12: Use Words to Frame <ul><li>42% feel we are spending too much on welfare </li></ul><ul><li>68% feel we are spending too little on assistance to the poor </li></ul><ul><li>55% believe that ER care should not be given to illegal aliens </li></ul><ul><li>38% believe that ER care should be denied to illegal aliens </li></ul><ul><li>Gambling vs gaming </li></ul><ul><li>Drilling for oil vs exploring for energy </li></ul><ul><li>Death tax vs Estate tax </li></ul>
    • 50. Rule #12: Use Themes to Frame <ul><li>Use themes to frame the case </li></ul><ul><li>“ A car is a weapon” </li></ul><ul><li>“ Just because the daughter is there doesn’t mean she deserves lesser care” </li></ul><ul><li>“ When Dr. Sutherland agreed to be her doctor, he agreed to do the job 100%” </li></ul>
    • 51. Words for the 21st Century <ul><li>Imagine </li></ul><ul><li>Invites the jury to take ownership of the verdict </li></ul><ul><li>Hassle free </li></ul><ul><li>Eliminates complexity </li></ul><ul><li>Accountability </li></ul><ul><li>Even conservatives embrace this concept </li></ul><ul><li>Rules and Rights </li></ul><ul><li>Rights, Rules, Standards are essential </li></ul>
    • 52. Words for the 21st Century <ul><li>Independence </li></ul><ul><li>A unique lifestyle </li></ul><ul><li>To do what you want, when you want </li></ul><ul><li>Peace of mind </li></ul><ul><li>Means security </li></ul><ul><li>Financial, family, job </li></ul>
    • 53. Words for the 21st Century <ul><li>Future </li></ul><ul><li>Goals </li></ul><ul><li>Hope </li></ul><ul><li>Family </li></ul><ul><li>Enjoy </li></ul><ul><li>Life experiences </li></ul>
    • 54. Final Rule: Speak Inspirationally <ul><li>Your message needs to say what people want to hear </li></ul><ul><li>Focus groups tell us that </li></ul><ul><li>People may forget what you say but they won’t forget how you make them feel </li></ul><ul><li>Tell me the facts and I’ll know the truth, tell me a story and I’ll remember it forever </li></ul><ul><li>Humanization: words apply to a human condition </li></ul><ul><li>Personalization: Jurors relate the language to their own life experiences </li></ul>
    • 55. Final Rule: Speak Inspirationally
    • 56. Final Rule: Speak Inspirationally
    • 57. Final Rule: Speak Inspirationally
    • 58. Final Rule: Speak Inspirationally
    • 59. Thank you
    • 60. &nbsp;
    • 61. “ If you always do what you’ve always done, you’ll always get what you’ve always got.”

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