No one ever sold an idea by boring the audience. Our most important product is human attention. Without the attention of the jurors, your message is lost. A good part of our art is gaining attention and keeping it. No juror wants to get trapped in a jargon-filled jungle, forced to listen to self-inflated arrogant egotists, droning on in mind-numbing monologues, especially when they were dragooned into a non-paying job.
Here are some useful quotes from jurors in the MS-13 gang trial in San Francisco federal court as published in The Recorder. Forget the trial advocacy books, and seminar speakers and take note of what the ultimate consumer says about your product. These are the people we are speaking to and we better take their criticisms to heart. Perhaps it is time to re-think those cliches and boilerplate final arguments and use something original and personal to connect.