Today's jurors, consumed in their own demanding personal and professional lives, are not going to just hand over their undivided attention for as long as you want to stand in front of them and talk. In the courtroom, you cannot demand attention, you must attract attention. To do this, you must do a very good job of choosing the right message, presenting it in the right way, and doing so in the right amount of time. Winning the Jury's Attention presents seven principles for communicating effectively with a jury:

• The Personal Credibility Principle: Demonstrate competence, accuracy, leadership and efficiency to gain credibility.
• The Signaling Principle: People learn better when the material is presented with clear outlines and headings.
• The Segmentation Principle: People learn better when information is presented in bite-sized chunks.
• The Multimedia Principle: People learn better from words and pictures than from words alone.
• The Coherence Principle: People learn better when extraneous material is excluded.
• The Stickiness Principle: Make your themes and ideas "sticky."
• The Jolt Principle: Periodically jolt your jury so they don't bolt.

Implementing these practical techniques through each phrase of trial will help you connect with the jury, direct and hold a jury's attention where you want it, and promote understanding and memory. In addition to the seven principles, the book examines courtroom-tested techniques recommended as part of preparation for trial.