Humans have always sought to share their stories, from ancient cave paintings to Homer’s oral traditions. In medieval and Renaissance times, cathedral art communicated religious teachings to those who couldn’t read. You have many ways to present your case, but are you doing it in the most effective manner?
Beginning, Middle, End?
While organizing events chronologically is often the easiest approach, it may not be the most compelling. Think of a novel or drama where a major event happens early on, and then the story shifts back and forth through flashbacks. We want to understand what led to these events and how the protagonist (you) will correct any wrongdoing.
Starting with “This case is about …” immediately focuses attention on your key message and avoids unnecessary details.
It’s important not to bury the lede. In journalism, “lede” refers to the opening of a story. (The term was created to distinguish it from “lead,” a metal strip in typesetting.) While presenting a clear history of events is necessary, you should also address what could go wrong in the future and then end with a call to action.
Crafting Powerful Stories
Like everything lawyers do, preparation is crucial. Even if it seems like experienced lawyers are improvising, they have thoroughly prepared and studied in advance to handle the unexpected.
Know your audience. Presenting your story to a jury is different from arguing in an appellate court. Use clear, understandable language, avoiding legal jargon that may confuse non-lawyers. For example, terms like “suit in chancery” may need to be explained in plain English if they are important to your case.
Humanize your clients. Even if you’re representing a corporation, show their human side. Highlight employees’ efforts to create positive outcomes or focus on the client’s customers. Provide context that makes your audience root for your client, which can even influence opposing counsel.
Believe in your story. In oral presentations, your voice and body language can convey disinterest if you’re not careful. It’s important to maintain professionalism while allowing your emotions to show.
Learning to Tell Good Stories
Lawyers read a lot. Pay attention to writing style in opinions and briefs. Is it clear? Do you need to backtrack to understand a point? Is the writing concise, or filled with unnecessary details? Consider how you would edit it to improve clarity.
Observe colleagues in your firm during important motions or courtroom presentations. Attend court to watch other lawyers and ask court clerks about opportunities to observe opening and closing arguments. TED talks can also offer valuable insights into effective storytelling, and while some recommend Toastmasters for public speaking, they may not be suitable for professional lawyers.
Do you know how to tell a joke? A well-timed joke is a mini-story. Practicing humor in social situations or at conferences can help refine your storytelling skills.
As part of your preparation, ask colleagues to review your work before submission. Practice your oral presentation in front of someone, like a significant other, if they’re willing to listen.
You may be your own toughest critic. Record your presentation and review it. Did you like what you saw and heard? Did you tell a compelling story?
