Two researchers interviewed more than 50 attorneys and analyzed data from more than 1,000 legal cases. They learned that mirroring a judge’s communication style made it more likely lawyers would win their cases.
… our research showed that these lawyers had a better sense of whether their judges would be moved by data or by emotional appeals, whether they would respond better to confidence or to arguments that left room for ambiguity, and how much they valued personal disclosure. Familiarity with their evaluators gave the lawyers a huge leg up when it came to knowing what approach would resonate (and tailoring their communication style accordingly).
The findings are useful for litigators, of course, but it also suggests that voice-of-customer research is a powerful tool for crafting persuasive appeals.