ITLA Travel Seminar

Moving The Needle: The Psychology of Persuasion
A Day-and-a-half MasterClass for Plaintiff Trial Attorneys

Advocacy isn’t just an art—it’s a science. For plaintiff lawyers, the task is clear: you must move people to action, overcome institutional skepticism, and make jurors comfortable awarding what justice requires. Learn how cognitive biases, neuroscience, and timeless rhetorical principles can transform your persuasiveness in the courtroom, at mediation, and throughout litigation. Drawing on research from Daniel Kahneman, Robert Cialdini, and classical rhetoric, trial lawyer Sybil Dunlop will share battle-tested techniques to tell your client’s story, anchor damages, and overcome defense tactics designed to minimize and delay. You will leave with immediately actionable strategies to frame your case, connect with jurors, and achieve verdicts and settlements that reflect full and fair compensation.