by Alex Brown
Director of Operations
A2L Consulting

Nearly every person can recognize a successful and persuasive public speaker when he or she hears one. But it’s not always so easy to identify the specific traits that nearly all successful speakers share. As a longtime observer of oral advocacy and persuasion, I have compiled a list of the things that all speakers should do if they want their audiences to listen and care about what they are saying – especially if their audience happens to be a jury or judge.

1. Start strong. As you know, your opening statement will win or lose the case. So it makes sense that the opening of your opening – the very first few sentences -- is vital. Use this as your chance to set the stage. The majority of people on the jury do not want to be there or see their jury service as a waste of time, so don’t waste their time. Catch them quickly and hold their attention. 

2. Know your audience. Make sure you are speaking to your audience, and not at them. Do you understand their background, their culture, their education level, and their socio-economic standing? Can you identify who the likely leaders will be, and can you get them on your side? Do you already know who your advocates on the jury will be? Sounds hard, but if you have a top-notch jury expert, they can give you the ammunition to know these answers before you open your mouth. 

3. Maintain eye contact but don’t overdo it. Many people, beginners and experienced speakers alike, have an unconscious tendency to skip or jump about with their eyes when they have many people that they wish to connect with. The problem is that if you flit like a butterfly, you can unconsciously convey insincerity, detachment or insecurity. The best amount of eye contact is two to three seconds per person, or long enough to finish your phrase or sentence. Longer can be uncomfortable also, so practice maintaining eye contact appropriately.

4. Limit distracting mannerisms or tics. Everyone has at least one: clenching, wringing or flailing your hands, pacing, playing with change or your keys in your pocket, twisting your ring, holding onto the lectern like a lifeline, licking or smacking your lips, adjusting your clothes or twisting your hair -- the list goes on. Everyone has these, but, everyone can control them. The simplest way is to see them and watch yourself, so video tape yourself and watch. You will become aware of what you are doing physically, and you will be able to focus what you say in the process.

5. Show enthusiasm. This is what an audience wants a presenter to show. They expect to be bored and even to be talked down to, so give them what they want by not giving them what they expect. Change your tone and speed to keep them moving with you. Make sure your demeanor matches what you are saying.

6. Avoid death by data. Yes, we all want to be credible, we all want to make sure the audience has everything it needs to agree with us. But avoid killing your audience with too much logic, analysis, reasoning and numbers. You will never inspire or connect with your audience if you are just reciting fact after fact.

7. Sometimes, because of nervousness or excitement, we can rush through what we want to say. Fight this urge. Someone I greatly respect often says to me that I speak so fast I should charge double per hour. That sounds great, but most of us simply cannot keep up. Once you lose your audience, it is seven times harder to get it back. Also, well-placed pauses can successfully punctuate your speech. Use them to make a bigger impact.

8. Finish stronger. You have guided them down the path toward enlightenment. They are yours now – so how do you end? Writers say there are at least four good ways to end a story: with a plot twist, with an “oh no” moment that leads to an “aha” moment, with a return to square one, and with a real ending. In a trial, you want that real ending. Close the book. People tend to lose interest once the story has reached the conclusion, so don’t waste their time. Guide them, direct them, show them the choice and end.

Other A2L Articles related to public speaking, persuasion, and appealing to a jury include:

• Download: How to Deliver a Great Presentation
• Download: How to Build Persuasive Visual Presentations
• Storytelling for Litigators: Building a Great Narrative
• The Magic of a 30:1 Presentation Preparation Ratio
• How to Structure Your Next Speech, Opening Statement or Presentation
• 21 Steps I Took For Great Public Speaking Results
• The Top 14 TED Talks for Lawyers and Litigators
• 5 Ways to Apply Active Teaching Methods for Better Persuasion
• 14 Tips for Delivering a Great Board Meeting Presentation
• 12 Ways to SUCCESSFULLY Combine Oral and Visual Presentations