Not just what you say: How you say it
Trisha Renaud on September 7, 2011 in How You Say It | Comments OffWednesday, August 31, 2011
To connect with jurors, avoid the abstract, the dated references and the legalese
By Trish Renaud, Special to the Daily Report
How you say something is often as important as what you say.
It’s no surprise that language is critical to the task of persuading jurors. A well-told story or a compelling argument can capture their attention, turn their thoughts in new directions and make them believers in one side’s cause. All too often, however, lawyers focus exclusively on substance—what to say—and overlook how to say it. In fact, the exact words one uses can be as important to the task of persuasion as the content of one’s message. Language can make ideas clear or obscure, tangible or abstract. It can even make a story or an argument more believable.
A few language tips can help you—and what you have to say—connect with jurors. Very simply, be concrete, contemporary and clear. Or, to put it another way: Avoid the abstract, the dated references and the legalese.
Get real, get believed
When a word is concrete, it relates to an object or an action in the real world, not to an abstraction. Concreteness is also related to believability in the following ways:
• Colorful, rich descriptions of events have a greater effect on the listener/reader than bare-bones recitations of facts.
• Deceptions often lack detail; a lie is usually shorter and devoid of specifics. Most of us instinctively understand that and, as a result, tend to believe stories that contain considerable detail over those that don’t.
• We judge our own memories to be real and not imagined when they contain rich and vivid details.
Clearly, concreteness is important to the perception of truthfulness. But believability is not simply a matter of adding details to a story; it is also a matter of using concrete language. In fact, changing the words alone, while leaving the content (and amount of detail) exactly the same, can affect the degree to which a listener judges a story to be true.
Words vary in their degree of linguistic concreteness. Take verbs for example. Verbs such as “run,” “clap,” “write” or “count” refer to specific actions or behaviors that can be visualized in the mind and leave little room for interpretation as to their meaning. In contrast, verbs such as “help,” “hinder,” or “insult” are ambiguous and therefore less concrete. A third category of verbs, such as “love” or “hate,” refer to a state of being and are even more abstract.
In an experiment published last year, people were asked to rate the truthfulness of 52 statements covering a variety of subjects. Researchers found that statements with exactly the same content were rated as more truthful when they contained concrete words than when they contained abstract ones. Below is an example from the study:
In Hamburg, one can count the highest number of bridges in Europe.
Hamburg is the European record holder concerning the number of bridges.
Both sentences above contain exactly the same content and level of detail. Yet people rated the first sentence as more believable than the second. Why? It uses a concrete verb (“count”) that gives the reader/listener an unambiguous picture of real activity in the real world: someone counting bridges. In contrast, the second sentence in each pair uses the state-of-being verb “is.”
Why do concrete words suggest truth? Researchers say it may be because our brain finds them easier to process and we tend to associate ease of understanding with truth. Or it may be because such words are better at evoking mental images and are easier to recall. Simply put, when we can easily understand, envision and remember something, it has the ring of truth to us.
Get out of the past and the pop references
When you get up to deliver an opening statement or closing argument, take a survey of the jurors arrayed in front of you. In all likelihood, they come from various generations: baby boomers, members of Generation X or Millennials. They bring to their task their generation’s unique experiences, culture and linguistic expressions. Communicating to the entire panel necessitates the use of language that will not confuse or alienate members of any particular age group. One way to do that is to curb the use of those dated allusions that creep into our language. Ralph Keyes, in the book “I Love It When You Talk Retro,” refers to these as “retro talk.”
If you watched the recent remake of “True Grit” with Jeff Bridges, you may have caught a bit of retro talk—the phrase “tighter than Dick’s hatband.” If you understand, it dates you to a particular generation of baby boomers and older. Others who were younger probably just scratched their heads at the saying.
Try these expressions out with younger jurors—
He’s stuck in a groove.
She dropped a dime on him.
They heard all the scuttlebutt and got worried.
You need a secret decoder ring to figure it all out.
—and you may get some blank looks in return.
Compare someone to James Cagney or Jimmy Stewart and you’re speaking to an older generation, while leaving younger ones in the dark. Likewise, Lady Gaga references intended to ingratiate you with the youth won’t get your point across to older generation jurors.
The bottom line? Retro talk and relying on pop culture references can not only date you, but can alienate you and your message from jurors. Put a lid on it!
Last but not least: Legalese
You may say, of course I don’t use legalese. I would never use phrases like res gestae or sua sponte when speaking to jurors. Yet plenty of attorneys use phrases such as:
• “Enter into an agreement” rather than “agree.”
• “At that point in time” instead of “then.”
• “For the reason that” for “because.”
All of the above are both clumsy uses of language and examples of legalese. Beginning in law school, lawyers are drilled in the language of the law, however arcane and obscure, and it becomes habit in both writing and speaking—a bad work habit. Once in a courtroom, the bad habit takes over and the legalese begins.
“Your honor, that is prejudicial to my client!” To many jurors, the word “prejudice” invokes the idea of racism. They don’t understand the legal meaning of the word prejudice.
Or take the word “award” as in “an award of damages.” The customary meaning of award is an honor, a prize. It can be confusing to a layperson.
Even words you might assume are no-brainers (“pursuant to,” “prior,” “subsequent,” “stipulate”) can produce bewilderment among jurors. Other words can create complete misunderstanding. Take the word “interest,” as in “this witness has no interest in this case.” Invariably, some jurors will conclude that the witness is bored with the whole proceeding.
Or consider this recent account in Bench & Bar of Minnesota of jury deliberations in a personal injury case. Surprisingly, civil litigator Max Heerman found himself on the panel. Not surprisingly, Heerman was chosen foreman. He made a proposal to his fellow jurors on how the group might proceed:
“I thought it made sense to start our deliberations by trying to separate the plaintiff’s back and neck injuries from her alleged shoulder injury. But several of the jurors wondered why we would use this approach. ‘The lawyers said her back and neck injuries were not at issue,’ one of my fellow jurors said. ‘To me, that means they’re not part of the trial. We aren’t supposed to award her anything for back and neck injuries.’”
Heerman knew quite well that that was not what the attorneys meant when they used the phrase “not at issue.” Unfortunately none of the other jurors agreed. It took a note from the judge to straighten matters out.
To Heerman, the lesson was clear: “explain to the jury exactly what you mean. Don’t assume they understand your shorthand terms.”
It’s not only what you say but how you say it that can make the difference.
This article is reprinted with permission from the August 31, 2011 issue of the Fulton Daily Report © 2011. Incisive Media US Properties, LLC. Further duplication without permission is prohibited. All rights reserved.
