“Persuasion Science for Trial Lawyers places the tools of persuasion at your fingertips. John P. Blumberg has provided trial lawyers with a treasure trove of teachings.”

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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.

Author John P. Blumberg

John P. Blumberg is a trial lawyer and triple-board certified: as a trial lawyer by the National Board of Trial Advocacy, as a medical malpractice specialist by the American Board of Professional Liability Attorneys, and as a legal malpractice specialist by the State Bar of California, Board of Legal Specialization and the American Board of Professional Liability Attorneys. He has served on the Boards of Directors of trial lawyer organizations including the American Board of Trial Advocates (ABOTA), the American Board of Professional Liability Attorneys, and Consumer Attorneys Association of Los Angeles. Mr. Blumberg has published over forty articles on trial advocacy and law practice and has been actively involved in the training of trial lawyers for over forty years.

Select below to read a sample from “Persuasion Science For Trial Lawyers”, John P. Blumberg’s resume and reviews of the book.

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Reviews For "Persuasion Science"

Without doubt, the book Persuasion Science for Trial Lawyers should be a must read for all trial attorneys, whether they be novices or very experienced. Author John P. Blumberg, himself an experienced jury trial lawyer, breaks down the things that most influence trial jurors in reaching their verdict and does so in a very understandable way. The insights he presents as to how jurors have many preconceived mindsets and how to understand and deal with handling them in the presentation of your case is a most helpful tool for all of us to understand and put into practice."


Persuasion Science for Trial Lawyers places the tools of persuasion at your fingertips. John P. Blumberg has provided trial lawyers with a treasure trove of teachings. The pages will turn with ease as John dispels commonly followed myths and refocuses the reader on fact-based science. This publication possesses vital tools for persuasion that every trial attorney should study, know, and implement. It is filled with illustrations, references, and recommendations."


I have been practicing as a trial attorney for over 45 years, and I have read multiple books and articles dealing with juries and their selection, but I can unequivocally state the best analysis and explanation of the juror response and how to understand it is contained in the pages of Persuasion Science for Trial Lawyers! I’ve tried over 200 jury trials, but I have to say that every page of John P. Blumberg’s book offered insights that never occurred to me in all those years."


Attorney John P. Blumberg has put together an insightful new book analyzing the art of persuasion for litigators. This is a book that I wish I had read before my first trial. I learned some of his observations the hard way during my 30 years of trial work, but didn’t realize the reasons why some approaches worked and some didn’t."


Among the sea of terrific books that teach trial lawyers techniques to be better trial lawyers, John P. Blumberg’s Persuasion Science is the first that succeeds at teaching lawyers how jurors think . . . and why certain techniques are persuasive."


I cannot remember the last time, if ever, I actually found myself not only informed but truly entertained by a book on effective trial practice. John P. Blumberg has applied his successful career as a trial lawyer to his extensive review of the psychology of persuasion and created a wonderful new book that captures the essence of successful communication and persuasion with opposing counsel, jurors, and the Court."


Read these complete reviews and others here

Persuasion Science Summaries

Pausing, Processing And Persuasion

I was reading an academic article about persuasion science. I paused when I got to the end of a sentence. I wasn’t sure I understood it. After thinking about it for a few seconds, I was sure I hadn’t understood it. (Academic articles are frequently laced with jargon that the authors assume the readers understand. The sentences tend to be long and are packed with information.)

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Standard Contract

Heuristics are common understandings, which are mental shortcuts that spare the brain from expending energy on the hard mental work of analyzing facts and information. Many heuristics are truisms that people have decided are correct, regardless of whether they actually are correct. For example, the description of “a standard contract.”

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Reality Isn’t Universal

In Persuasion Science for Trial Lawyers, I wrote about the research that explains how the brain decides whether to engage in critical thinking or jump to a conclusion based on prior experience, bias or stereotyping. I explored how we might be able to present facts to juries so that their brains would not refuse to consider them.

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What We Don’t Know Can Hurt Us

There are “the known unknowns and the unknown unknowns” which is how former defense secretary Donald Rumsfeld described some things we know that we don’t know, and other things that we don’t know that we don’t know. In the general public, there are people who enjoy the challenge of learning new things, and others whose brains resist having to do the mental work of learning.”

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Translating The Science

Academic psychologists have been unlocking the mysteries of how people accept or reject persuasion and arrive at decisions. But, like lawyers and their legalese, social scientists often use a dizzying array of overly-complicated descriptions. The concepts and discoveries are important, but often explained in what might be described as speaking in tongues.

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