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Nordstrom: Book offers advice on treatment of jurors

Rodney Nordstrom
March 14, 2012
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Indiana Lawyer Commentary

The theme of the book, “Twelve Heroes, One Voice,” is why should jurors care? Why should they care enough to let go of the natural tendency to do nothing? This question is at the heart of every trial. The answer is they all secretly want to become a Jungian archetypal “hero.” The book is about how to make jurors the center of the story. Trial consultants and good trial attorneys have searched endlessly for new ways to engage jurors in the trial story.

As the title suggests, the single most important goal of voir dire is to empower the jurors, to show them that, if chosen, they are going to wield enormous power – by putting a value on someone’s life or deciding what it would take to stop nursing home misconduct.twelve-heroes-cover-1col.jpg

The next most useful bit of advice by author Carl Bettinger is developing and telling your case using the story spine approach: “Once upon a time … And every day… Until one day… And as a result of that … Until, finally … And ever since then …” Our minds are pre-programmed to understand information that is presented in this format. By following this approach, you keep jurors’ attention and your focus on the case theme. Point of view is everything.

Bettinger reminds us that a courtroom is not a friendly place to most. What do jurors first see when they walk into the courtroom? Someone wearing a black robe, a bunch of people, obviously the lawyers, dressed in suits, staring at them as they come in, taking notes, whispering to one another as though inspecting prized cattle at an auction. It’s a very unfriendly, scary environment. The attorney should appreciate this and do whatever he can to ease the discomfort of jurors.

Bettinger makes a distinction between a “case” and a “story.” Your client has a story (not a case) and it is your role to communicate the story, using all the components mentioned above. All human beings yearn to take on the hero’s role and want to feel good (and confident) about their ultimate decision. Most good trial stories focus on a fight for survival and self-actualization. Good stories are about universal truths and must remind jurors of the greatest human accomplishments, not sadness, blame or shame.

He adds that at trial, your role as advocate is transformed into that of mentor, the defendant into a villain, the plaintiff into a brave victim, with the unwitting jury serving the role of hero. He quotes liberally from recent movies and the classics. He also uses transcript clips and illustrations.

Most lawyers fail to recognize that voir dire is not the time for advocacy. Voir dire is the time to show a genuine interest in other human beings simply because they are human beings who have been called upon to provide a great service. “And if you don’t show a genuine interest, if you try to fake it as though it’s a cheap date that you want for a one night stand, they’ll know that.”

Opening statement is time for you to define the story roles of everyone in the courtroom (presumably including the bailiff, court reporter, security, attorneys and judge). Cross- and direct examination furthers character development all the way to closing statement, which allows jurors to write the conclusion of the story allowing them to “save the day.”

This book contains 10 chapters and is 155 pages with appendix published by Trial Guides for $85. Chapter 1 introduces the “Hero-centric” storytelling model. Chapter 2 is about the importance of making the listener (jury) the center of the trial. Chapter 3 is making the trial story user-friendly and Chapter 4 is development and definition of the mentor, villain and victim character role. Chapter 5 is the application, with examples, of the story approach to both criminal and civil trials. Chapter 6 is devoted to dealing with case weaknesses in voir dire. Chapter 7 is opening statement and Chapter 8 is how to conduct direct and cross-examination using the “hero-centered” approach and sequencing witnesses. Chapter 9 is the closing statement: “Do you want just a song or do you want a hit?” Lastly, Chapter 10 is the closing thoughts and reasons to motivate jurors to adopt his approach to your cases.

The strength of the book is that it reminds me that we must continue to focus on giving jurors reasons to like our client and their story. It is a refreshing approach to jury selection where the juror, i.e., the listener, is the focus. It is about how to be a “total” lawyer, using psychology, literature and stories and is not about law books or legal theory. The book’s goal is to tell you how to make jurors want to listen and CARE through the art of effective storytelling. Although his approach is impressive, it is not a panacea in and of itself. It offers a much-needed adjunct to the existing body of work of David Wenner, Don Keenan, David Ball and Rick Friedman. Simply put, the book is all about transforming the jury into the hero.

This book is written for practicing attorneys. It does not offer fanciful legal advice or complex legal strategies and assumes you have those requisite skills by the time you become a trial lawyer. Bettinger, no stranger to big cases, is both a trial attorney and medical doctor; but, it is his understanding of the importance of storytelling that motivates the listener to want to vote for your client. His recent $54 million verdict in a nursing home case gives him credibility.•

Rodney Nordstrom, Ph.D., J.D., is a trial consultant with his company Litigation Simulation Services located in Peoria, Illinois. The opinions expressed in this column are those of the author.

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  1. This guy sounds like the classic molester/manipulator.

  2. Louis D. Brandeis was born in 1856. At 9 years of age it would have been 1865. The Brandeis family did not own slaves. My source Louis D. Brandeis: A Life, by Melvin L. Urofsky.

  3. My name is Matthew Lucas Major, I recently went through a jury trial in Bloomington , In. It was the week of Feb 19-21. Although I have been incarcerated since August 5, 2014. The reason I 'am writing to you sir is on the 21 of February the jury came in with a very excessive and wrongful verdict of guilty on 6 child molesting charges against my daughter who was 9 at the time I was accused. I also had 2 other Felonies one of Intimidation and 1 of Sexual Vicarious Gratification. Judge Marc Kellam on the second day of trial gave me a not guilty on those 2 felonies. The jury was sent out during that time and when brought back Judge Kellam told them to not concern themselves with the 2 Felonies that he ruled on them. They were told to not let evidence they had already heard influence there verdicts. I never in my life touched any child sexually and definitely not with my own daughter. When I was arrested Detective Shawn Karr told me I would be convicted guilty just on my daughters word even without evidence. That's just what happened. my public defender did me so wrong he never once proved to the court and jury all the lies the child told, and Jeremy Noel my public defender could of proven the lies easily. The stories in Serenity's depositions and Forensic interview changed and were not consistent as Prosecutor Darcie Fawcett claimed they were. Yet my attorney never mentioned that. The facts that the child accused me of full penetration in her vagina and rectum was proven lies. Doctor Roberta Hibbard of Riley hospital in Indianapolis confirmed Serenity's hymen intact, no scars, no tearing, no signs of rape to her. Yet my attorney didn't use that knowledge . the DNA was all in my favor. I tell you I will spend my entire life in prison going through rape and beatings etc. even Judge Kellam abused his authority by telling the jurors to listen and believe what the prosecutors side in evidence like my daughters testimony. In one interview with the detectives my daughter got flustered with her mom and said on camera " I'm saying what you told me to mom"!! Yet Mr. Noel said nor did anything to even resemble a defense attorney. Judge Kellam allowed edited version of a taped conversation between the child and her mother. Also Judge Kellam allowed the Prosecutor too bring in to my case a knife found under my seat, the knife wasn't part of my case. She was allowed by my attorney and the judge to put a huge picture of it on the screen and huge picture of my naked privates in a full courtroom and open court. Ms. Fawcett says to jury see how easy Mr. Major could reach the knife and cut his Childs throat. Even though I had no weapons charge against these cases. This gave the jurors prejudice thought against me thinking I threatened her with that knife and how scared she would of been knowing i could get it and kill her. On my sentencing court March 19, 2014 my public defender told Judge Kellam he wish to resign from being my attorney and wished for the court to give me outside council to file a error to trial or appeal. We were denied. Now after openly knowing my public defender don't want to represent me he has to. Well when as parents we make our kids clean a room when they really don't wish to, well the child will but don't mean she will do a good job, that's where I'm at with Mr. Noel. please dont ignore mine and my families pleas for your help . we have all the legal proof you could need to prove Im innocent. Please dont make my spend years in prison innocent when you can fix this wrong. Im not saying Im a perfect man or that I was a perfect dad to my 2 children none of us are. Ive made some bad choices in life and I paid for them. But I didnt ever touch or rape my daughter . I love my children with all my heart. And now through needing attention and a ex-wife who told my granny several times she wish she could put me in prison to get me out of their lives. Well my ex finally accomplished her goal. Sad part is she is destroying our daughter with all this horrific lies and things she taught my daughter to say. My daughter will need therapist to ever hope for a chance of a normal life after what she had done to her by her mom and their side of the family. My daughter told everyone even on stand she had a dream months before i supposedly molested her in this dream I was molesting her and when I finally did it matched her dream perfectly. She admitted to watching movies about little girls being molested and watching U-Tube videos about child molesting all before it happened supposedly to her. Doesn't that sound very unusual that a non molested 9 yr old would need to know so much about being molested? The only reason I could think a 9 year old would need so much information is to be prepared to know what to say and be able to say how it felt what took place etc.. So when questioned by authorities she would be prepared. And there again sir if a parent is pre grooming a 9 year old child she would need intimate details . Like telling her daughter about a couple moles on my private area. The child admitted to sneaking my cell and looking many many times at nudes of me and my girlfriend even one where my penis was entering my girlfriends vagina. In that picture my moles are obvious. Yet when prosecutor showed everyone in court my privates and pictures of the moles she said the only way the child would know about them is if she saw them for herself. My attorney once again said nothing about the pictures my child saw. Or could a ex-wife be able to describe my moles to help her case against getting rid of me? I beg you help me. This is my very existence. Ive lost everything , a good job, a wonderful girlfriend, my freedom, but worse thing Ive lost is my children. They were my reason to get up every morning and strive to be better. The wonderful bond I had with my Serenity is gone. After this I would be afraid to even hug her for fear of what next can they do to me. I'm not afraid to tell you I sit here in this cell and try to hold back my tears. Everyone knows you cant show weakness in prison. My life has already been threatened here at Wabash Valley Prison. After only 3 days of arrival. I was tricked into signing a waiver now Im in G Block General Population with 6 child molesting felony charges. Mrs. Hart as a 18 year old I almost died hooked to machines in hospital almost 1 month and now I know that fear was childish compared to this . I cant help but put emotions in this, after all Mrs. Hart Im human and God help Me I never been more afraid in my life. I didnt hurt my little girl I didnt touch her sexually. As much as it shreds me and fills my mind what Im facing I worry more about my mom and granny because of their great love for me mam they are suffering so deeply. I aint done this things but my loved ones suffering right along beside me and If you take my case you will be in essence freeing them also. I sent momma this letter and asked her to email it to you. I'm scared I have been done so unjustly by our legal system and I need you to fix this and give me freedom. I ask you please don't just ignore my pleas. Here in America its nice to be able to trust our legal justice system, well they destroyed my and my loved ones trust in our justice system . And I'm trusting in You !!! My entire family is suffering this nightmare with me. My 77 year old granny had a stroke and isn't doing so well. My single mother that raised 3 kids alone is dying from Lupus and since my arrest has stayed so sick and weary. Our lives torn to peices by a government I was taught I could trust in. my momma has tried so many innocent project and wrongfully accused and cant get anywhere. please please help me. A quote from the late Nelson Mandela: To be free is not merely to cast off ones chains, But to live in a way that respects and enhances The Freedom Of Others. I have Faith in you and your clinic to cast my chains off and give me freedom I do deserve as a wrongfully accused Man, son, brother, father, friend. Matthew Major DOC# 246179 Cause # : 53c02-1308-FA-000779 God Bless you. Please contact me with your decision so I know you made a life changing decision for me , just please at least write me so I know you care enough about your citizens to respond to cries for your help. You can speak openly with my mother Charlotte Spain (828) 476-0406: 71 Lakeview Dr. Canton, NC 28716 Thank You Matthew Major I know yall get thousands of request and inmates claiming innocence, and each person who are innocent deserve to have organizations like yours willing to fight for them and I give yall so much Thanks and I thank God everyday yall are out there caring enough to help free the innocents. Since discovering firsthand how easily lives and families can be destroyed by Poor Defense attorneys not doing their job . And Prosecutors allowed to do as they please in court

  4. Frankly, it is tragic that you are even considering going to an expensive, unaccredited "law school." It is extremely difficult to get a job with a degree from a real school. If you are going to make the investment of time, money, and tears into law school, it should not be to a place that won't actually enable you to practice law when you graduate.

  5. As a lawyer who grew up in Fort Wayne (but went to a real law school), it is not that hard to find a mentor in the legal community without your school's assistance. One does not need to pay tens of thousands of dollars to go to an unaccredited legal diploma mill to get a mentor. Having a mentor means precisely nothing if you cannot get a job upon graduation, and considering that the legal job market is utterly terrible, these students from Indiana Tech are going to be adrift after graduation.

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