Can proposal writers learn from trial lawyers?

​Chris Sant, an ex-commercial litigator, showed us how techniques used by lawyers to persuade juries apply to writing more persuasive proposals.  His powerful presentation was filled with clear examples, and engaging content. Here are a few of my favorite takeaways:

• It’s the perception not the reality that gets the point across
• Show. Don’t tell. Show your awards, patents and clients gushing about you.
• Speak to the jury [client] like a human not in legalese [industry jargon].
• Make your points memorable.
• Simplify. Have the confidence to make the point and move on.
• Rhymes confer extra validity. Do you remember OJ Simpson trial? “If the glove does not fit. You must acquit.”
• Metaphors are short cuts. They translate new information into experiences that you already have.

Don’t miss your chance to hear Chris speak at the APMP National Conference. Chris Sant, from Chris Sant Consulting, will present at 3 sessions; differentiation, developing content libraries and how to gather intelligence on clients and competitors.