ATLA's Ultimate Trial Advocacy College: The Art of Persuasion Agenda

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ATLA's Ultimate Trial Advocacy College: The Art of Persuasion Agenda 

Program Information

For more information or assistance, please call 800.622.1791 or 202.965.3500, ext. 8612. 

New Lawyers Discount
If you are an AAJ member and have been admitted to the bar for ten years or less, you can attend ATLA's Ultimate College for 25% off. (Does not apply if you have previously attended an AAJ Education seminar or college).

Save Even More with a Group Discount for your Firm
Register two or more lawyers from your firm at the same time, and take $70 off the registration fee for each registrant.

AAJ Paralegal Affiliates may attend this program. AAJ Paralegal Affiliates receive 50% off the registration fee if they are employed by and attending with an AAJ plaintiff member from the same firm with the same firm address.

Open only to AAJ Plaintiff Members (Regular, Life, Sustaining, President's Club, and Leaders Forum) or AAJ Paralegal Affiliates.

CLE Credits: 37

Cancellation Policy
All cancellations for our programs must be submitted in writing.


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Saturday, March 15, 2014

Registration (continental breakfast available)
9:00 - 10:00 am

Morning Session
10:00 - 12:45 pm

Welcome and Faculty Introductions

Maintaining Rapport with Decision Makers

Juror Perceptions and Beliefs
    •  Attorney credibility
    •  Liability and damages
    •  Opening statement
Workshop Introductions

Lunch (provided)
12:45 pm

Afternoon Session
1:00 - 5:30 pm

Keynote Speaker: Framing Your Case

Case Story Delivery: Demonstratives and Anchoring

Storytelling and the Trial Story

  • Impact in opening statement
  • Making your trial story in opening

Demonstration: Storytelling and Theming in Opening

Demonstration: How to Counter Negative Juror Perceptions and Beliefs in Opening

Networking Reception
Sponsored by Meehan, Boyle, Black & Bogdanow, P.C.
6:00 – 8:00 pm 

Sunday, March 16

Continental breakfast available
8:15 - 9:00 am

Morning Session
9:00 - 11:15 am

 Communication Skills Workshop:  Capturing, Holding, and Directing the Jury’s Attention

Afternoon Session
11:15 am - 3:30 pm

 Workshop on Opening Statement (lunch provided)

Evening Session (at the hotel)
4:00 - 5:30 pm

Preparing Witnesses for Direct and Cross-Examination

Telling the Story Through Direct Examination 
    •  Getting the jury to listen
    •  Sequencing to keep the story moving
    •  Simplifying the complex
    •  Anticipating cross 

Monday, March 17

Continental breakfast available
8:15 - 9:00 am

Morning Session
9:00 - 1:00 pm

 Workshop on Direct Examination

Lunch (on your own)
1:00 - 2:00 pm

Afternoon Session
2:00 - 5:45 pm

Relating to the Jury—Being Human

Reverse Planning Interactive Demonstration

Cross-Examination—Homicide or Suicide?
    •  Sequencing
    •  Direct v. collateral attack

Panel Discussion:  Ethical Considerations in the Negotiation Waltz

Evening Colloquium (at the hotel)
7:30 - 8:45 pm

Voir Dire Lecture and Interactive Session

Tuesday, March 18

Continental Breakfast Available
8:15 – 9:00 am

Morning Session
9:00 - 11:00 am

 Communication Skills Workshop:  Voice and Movement

Lunch (on your own)
11:00 - noon

Evening Session
Noon - 5:30 pm

 Workshop on Cross-Examination

Final Impact:  Making Summation Count
    •  Trial Lawyer’s Perspective
    •  Trial Consultant’s Perspective

Reaching Your Goal—Let’s Talk Damages
•  Giving the jury a number
•  Damages in opening
•  Motivating the jury to award damages

Cocktail Reception
6:00 - 6:30 pm

Closing Banquet (at the hotel)
6:30 - 8:30 pm

Wednesday, March 19

Continental breakfast available
8:15 - 9:00 am

Morning Session
9:00 - 11:00 am

How Focus Groups Can Help Your Case

The Psychology of Decision Making

Demonstrations:  Masters of the Art of Closing Argument
•  Countering negative juror perceptions and beliefs
    •  Using visuals
    •  Anticipating juror questions
    •  Arguing damages

Afternoon Session
11:00 - 3:00 pm

 Workshop on Summation (lunch provided)

MCLE/NCA Requirements

Earn approximately 37 CLE credits, to be applied to your participation in AAJ’s professional recognition programs. For information about AAJ’s professional recognition programs, visit AAJ Education programs are routinely accredited by states requiring continuing legal education. CLE questions may be addressed by calling the CLE Assistant at 800-622-1791 or 202-965-3500, ext. 8335.

Click here to learn more about AAJ's Professional Recognition Programs, Achievement Recognition Program (ARP) and Advanced Studies in Trial Advocacy (ASTA), or call 800.622.1791 or 202.965.3500, ext. 8612.

The Achievement Recognition Program (ARP) provides Advocate, Fellow, and Diplomate recognition to AAJ members. To gain ARP credits, submit a certificate of attendance for every seminar, college, and convention you attend.

* Number of credits may vary depending on calculation method used by individual state accreditation agencies. AAJ is a State Bar of California MCLE-approved provider.

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