How this Accidental Storyteller Became a Master of Persuasion in the Courtroom
Keeley Blanchard is obsessed with storytelling.
She teaches lawyers how to win cases by telling creative and compelling trial stories, but the way she fell into it was totally by accident.
Her first year as a lawyer, she got on the assigned counsel list and ran 13 trials. She had no idea what she was doing, so she would just tell the jury the story of what happened.
Later, she attended a storytelling training for lawyers where she became fascinated with the story structure and the way stories sometimes connected with people and sometimes fell flat.
She thought, “There’s gotta be a science to figuring this out.”
Before she knew it, she was deep down a rabbit hole, learning the brain science behind storytelling.
She consumed everything she could on the brain, story, and how human beings process information. Then, she started to get creative and figure out how to apply it in her own world.
After spending two decades as a trial lawyer, all while researching how to tell the most persuasive story, Keeley pulls on her experience to teach on trial skills for dozens of organizations nationwide.
She’s developed a signature story structure for trial stories, opening statements, and closing arguments. She teaches a variety of techniques on how to keep people’s attention, create curiosity, and be more persuasive all around.
I asked Keeley to share some of the mistakes she’s seen lawyers make, as well as some tips on storytelling.
Here’s what she said:
Put people in the right roles.
In Western culture, we have a hero or protagonist. As we see a story unfold, we’re asking the question, “Are they going to fix their flaw? Are they going to make the right decision that’s going to save the world?”
One of the mistakes lawyers make, especially in the criminal defense or civil plaintiff’s world, is putting their client in the role of the protagonist.
The problem is, the client doesn’t have the power to fix their problem, which is why they’re in court. What ends up happening is the jury looks at their decision-making very critically because it doesn’t meet their expectations. All they see is the client fall short of being a hero.
As a lawyer, you actually want to take your client out of the protagonist role. Instead, find a villain, or someone who has betrayed the client in some way. When the villain gets put in the protagonist role, they’re not going to meet the expectations of the jury.
Then instead of being frustrated with the client, the jury will be frustrated with the villain. This creates some righteous indignation in the jurors and persuades them to want to help the client.
Use the Present Tense
Using the present tense pulls people in. This is something we already do naturally when we’re excited.
Brain science shows us that using the present tense does a lot for the listeners of our story. It helps them actually visualize the story happening in front of them.
It also creates a phenomenon called neural coupling, where essentially the parts of the brain activated in the storyteller are also activated in the listener’s brain. This creates a hook just by using a different tense.
A lot of lawyers put on a suit in the morning and become a robot. They leave their own personality at the courtroom door and become their “lawyer self” instead.
But the reality is, when we go in and tell stories in a way that’s authentic to who we are as a person, it comes across so much better than being really formal.
Keeley works with lawyers to remove phrases like, “Ladies and gentlemen of the jury.” She helps them take away the formality and jump right into the storytelling. People don’t need introductions, explanations, or teaching. They just need us to come in as human beings who show up authentically in the courtroom.
Practice Until You Have Muscle Memory.
Muscle memory is key. Keeley not only helps lawyers write opening statements, but she has them say them out loud. She runs focus groups with mock trials so the first time they give an opening to a jury isn’t the courtroom.
She also works with people to transform what she’s written into their own voice. Ultimately, the jury is going to see if they’re uncomfortable, which is why Keeley wants to make sure they’re delivering the opening statement in a way that feels natural to them.
Because the reality is, we’re the most persuasive when we’re ourselves.
Click here to listen to our full conversation!
I loved this conversation with Keeley. I’m convinced that telling a good story is one of the keys to success in life. It’ll help you crush it in the courtroom, in the business world, or wherever your ambitious, go-getter self takes you, Powerhouse.
Where to Find Keeley:
Website: winningstory.law
LinkedIn: Keeley Blanchard
