Human Connection Over Expert Testimony: The Key to Persuading Jurors

Setting the Stage – The Role of Human Connection in Trial Outcomes

Jurors often deliver a harsh reality to lawyers who rely too heavily on intellectual arguments: jurors trust what feels honest and human. They can sense manipulation and prefer evidence that resonates with their experiences.

Research from GSV’s Vulcan software consistently shows that jurors overwhelmingly favor objective evidence, such as photographs or scene reconstructions, over testimony from paid experts. This finding underscores a critical question: Which approach is more persuasive in determining whether a doctor’s treatment was acceptable—objective evidence or expert testimony?

Insights – The Plaintiff’s Advantage and the Power of Storytelling

Defense attorneys often represent corporate clients without a personal relationship, leading to an impersonal, transactional approach. This dynamic can alienate jurors, especially when defense lawyers rely heavily on paid experts to make their case. Referring to their clients impersonally as "my client" rather than by name creates further distance in the jury's perception.

In contrast, skilled plaintiff attorneys build genuine connections with their clients, referring to them personally—Taylor, Bob, Kyle, or Savannah. This human connection allows plaintiff attorneys to tell authentic, compelling stories that resonate deeply with jurors.

Plaintiff attorneys have the advantage of choosing their clients and forming meaningful relationships. These relationships allow them to convey their clients’ pain and losses in a way that feels real and relatable, making jurors more likely to empathize and side with their arguments.

Why Human Stories Win Cases

The power of storytelling lies at the heart of effective trial advocacy. While expert testimony has its place—primarily for judges or appellate courts—jurors care most about personal connections and relatable evidence.

For plaintiff attorneys, the key takeaway is clear: humanizing your client and focusing on their story can significantly shift the jury’s perspective in your favor. By prioritizing authenticity and communicating real losses, attorneys can deliver a narrative that wins not only the case but also the trust of the jury.