Words That Work Boardwalk

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  • Words That Work Boardwalk

    1. 1. Paul J. Scoptur Milwaukee, Wisconsin Effective Communication: Words That Work
    2. 4. It’s Not What You Say It’s What People Hear
    3. 5. Rules for Effective Communications
    4. 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>
    5. 7. Rule #1: KISS <ul><li>Simple and plain is more understandable </li></ul><ul><li>Don’t talk like lawyer </li></ul>
    6. 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>
    7. 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>
    8. 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>
    9. 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>
    10. 13. Rule #3: Establish Credibility
    11. 14. Rule #3: Establish Credibility
    12. 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>
    13. 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>
    14. 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>
    15. 18. Rule #3: Establish Credibility
    16. 19. Rule #4: Be Consistent <ul><li>Repetition, Repetition, Repetition </li></ul><ul><li>Create a theme and stick with it </li></ul>
    17. 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>
    18. 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>
    19. 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 & 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 & Suffering </li></ul>
    20. 23. Rule #6: Sound and Texture Matter
    21. 24. Rule #6: Sound and Texture Matter
    22. 25. Rule #6: Sound and Texture Matter <ul><li>Katherine & 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>
    23. 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>
    24. 27. Rule #8: Use Visuals
    25. 28. Rule #8: Use Visuals
    26. 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 & 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>
    27. 30. Rule #8: Use Visuals <ul><li>Visuals need to be “compared to what” </li></ul>
    28. 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>
    29. 32. Compared to what Normal Heart
    30. 33. Compared to what Patient’s Heart Normal Heart
    31. 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>
    32. 35. Compared to what
    33. 36. Compared to what
    34. 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>
    35. 38. Compared to what Normal Joint Dislocated Shoulder Artificial Joint
    36. 39. Rule #9: Ask Questions
    37. 40. Rule #9: Ask Questions
    38. 41. Rule #9: Ask Questions
    39. 42. Rule #9: Ask Questions
    40. 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>
    41. 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>
    42. 45. Rule #10: Explain
    43. 46. Rule #10: Explain
    44. 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>
    45. 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>
    46. 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>
    47. 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>
    48. 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>
    49. 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>
    50. 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>
    51. 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>
    52. 55. Final Rule: Speak Inspirationally
    53. 56. Final Rule: Speak Inspirationally
    54. 57. Final Rule: Speak Inspirationally
    55. 58. Final Rule: Speak Inspirationally
    56. 59. Thank you
    57. 61. “ If you always do what you’ve always done, you’ll always get what you’ve always got.”

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