In this must-have text for both new advocates and experienced trial attorneys, veteran trial lawyer John P. Blumberg shows the reader how persuasion science can lead to successful jury verdicts. Blumberg’s new methodology for approaching courtroom advocacy solves the mystery of what makes certain strategies successful, and why information is accepted or rejected by jurors. Persuasion Science for Trial Lawyers is presented in an easily understandable way, using examples of how to deploy winning tactics throughout every aspect of a trial. Blumberg expertly explains how decisions by juries can be affected by cognitive overload, mental shortcuts, and biases that cause some arguments to be dismissed. Trial lawyers who understand the science of persuasion will be able to avoid these pitfalls and gain a significant advantage over opponents.