I recently experienced my first day of jury duty. After carefully being scrutinized during a question and answer session, I was one of the few still left in their chairs. Those standing were instructed to leave the courtroom. As the rest of the crowd walked past me towards the swinging doors of freedom, I daydreamed about what the rest of the day had filled for them. But I decided that I’d pay attention, do my duty and hopefully learn something. To my surprise, I did learn a few things:
- How to discretely take a nap while appearing to be paying attention. (I could have really used this lesson in college).
- A room for six hours without a window is in fact a cage.
- You fit a stereotype whether or not you like it.
- Tell the story like it’s your own.
Aside from the amazing napping talents of the sheriffs, the one lesson I connected with was telling the story like it’s your own. It was not new advice. I heard it from the master of presenting himself, Peter Coughter at a recent BrandCenter training session. But I had never really seen it make such and impact as it did that day. This is a lesson that should be integrated into the fabric of every agency. It should apply to both the work we produce as well as giving presentations.
(It’s not until that amount of submersion that we are able to do amazing things for your clients and for the brand.)
So back to the court room…
Lawyer A. To start, he had personality. He knew the story so well that he could have been a witness. He uncovered every angle, he was confident, made eye contact, gestured and submitted evidence. He walked in the shoes, and we were convinced.
Lawyer B. I’m thinking he would make a great tax lawyer. He was nervous, forgetful with relevant details and never made eye contact. He missed all opportunities to make an emotional connection with us. It was almost uncomfortable to watch. And at the end of the day, we were left with doubt.
That day, the ability of lawyer A to convincingly tell the story won over the jury. So the parallel? Always think of consumers, brand loyalists, and potential new clients as the jury. They will listen, gather information, look for a connection and then judge you. It’s our jobs to tell the story that will prove beyond a reasonable doubt.
