
By Pat McArdle

All trial lawyers seek to tell true stories, every day. Trying to sway an adjuster. Explaining the law to a red-faced judge. Comforting a broken family. All these moments of truth make up our lives.
But as we go, are we doing everything we can to win over the people who can help restore our clients? Without a long life of trial and error, how would we know?
Young or old, we must look for what works when telling our clients’ true stories. With chances for trial rare for young lawyers, the search for knowledge to bridge the trial gap is key. Because we only have one life to live and limited time, reading research is a needed tool to find the best path. No matter how many mock trials, CLEs, or big trials you have had, social science research is the only way to reach beyond hunches and beliefs.1 Research is the only way to answer whether your trial experiences are the exception, or the rule.
The book Pre-Suasion: A Revolutionary Way to Influence and Persuade gathers the newest research.2 Its focus is on controlling attention in an ethical way. Because the book champions truthful communication, this article explores its ideas apply to practice.