Neuromarketing reports on a study of how stories persuade juries, at Six Characteristics of Highly Persuasive Stories. (The study itself is available here.)
Attorneys working to persuade jurors through narrative need to take these things into account:
- Delivery Counts. A well-written story is stronger than a weak one.
- Vivid Imagery.
- Realism and Understandability.
- Structure. Stories should have a beginning, middle, and end and an unconfusing structure.
- Context and Surroundings. Annoying, noisy design may make a story less effective
- Audience. Know them. Make sure you're aiming at them.
Fundraising is easy compared to jury trials. But they're not that different.
Jeff Brooks, creative director at 
