Most of us are not nearly as credible as we think. Harry Mills, author of the book Artful Persuasion (Mills 2000) tells us that the cornerstones of credibility are:

1) expertise, and

2) relationships built on trust.

Mills recommends that persuaders build trusting relationships by very simply making commitments and fulfilling them.

“Making commitments and fulfilling them.”

How very simple.

Five words, yet so hard to remember.

What it means is that you tell the jury in your opening statement what you the evidence will make clear. And then you present the case that does it. You don’t over-promise and you don’t ever hope they’ll forget. If your relationship is to be trustworthy—they have to know that you will indeed do what you said you would do.

Trust your case. Keep your word. Speak the truth.

Mills, H. (2000). Artful Persuasion: How to command attention, change minds, and influence people, AMACOM.

Related posts:

1. Simple Jury Persuasion: It feels good to get along
2. Simple Jury Persuasion: The ‘attitude alignment’ effect & persuasion
3. Simple Jury Persuasion: Beware what the other side will tell you…
4. Simple Jury Persuasion: My opponent has great rhetoric, I have reality
5. Simple Jury Persuasion: How to be more likable