3 Things The Zimmerman Trial Taught Me

This is a very controversial and emotional topic right now for many, but I need to weigh in the importance of some of the things I personally learned from this trial.

The stage was already set for a firestorm when a case of a young black teen is slain by a half Caucasian adult and the state wants to sweep it under the rug.

Interestingly, when the stage is set for trial finally, you can see some masterful marketing and psychology at hand.

1. Know Your Audience
• 85% of court cases are won at jury selection according to Herald Price Fahringer in 1993.  Why is that?  This is simply due to the fact that either side of the court room can use demographics, education, gender, income, etc to pick a panel that can best understand “their side.”  Marketing needs to do the same process.  If you know who can best benefit from your products or services than you can present their needs in the best light.  This is where you start seeing what people say on your social media channels or even what your competitor’s customers are saying.  If you don’t know who needs what you have then you’re pretty much doomed…….
2. Fear Of Loss Is Greater Than Desire To Gain
• The jury had the task of basically deciding if Zimmerman sought out to kill Martin.  Not if he did it because that is evident, but if he planned or chose to do it maliciously.  With that task they can gain the joy of Martin’s family getting justice or have the Zimmerman family lose their son and the jury having to hold onto that loss of freedom.  Not to say one choice is better than the other, but the defense did an excellent job of instilling that point.  Approach your customers this way.  Nobody likes making a decision to go forward with a financial decision and then losing money on it.  MAKE SURE THEY WON’T LOSE ANYTHING!!  If they are, then tell them.  You may not earn any business then, but you will gain their respect and possible future business. 
3. Use Emotions To Your Advantage (Ethically)
• One interesting thing to note from Anderson Cooper’s interview with juror B37 is the fact how she kept referring to the defendant as George.  Not Mr. Zimmerman or Zimmerman as most of us know him.  The women felt sorry for Zimmerman or felt horrible about what they had to do.  Think about how your prospective clients feel about you or your product.  You have to know why or how they will feel good about a decision to accept what you offer.  Communicate with them with that in mind at all times.  Use it to help them come to a conclusion that will make them happy.  That’s how we gauge decisions.  We want to feel good about decisions.  If you have to bring up how sad someone will be when they don’t work with you (ie not having life insurance when your spouse dies……) then that is ok just as long as you turn it into a positive and you first and foremost know you will benefit them with your offering. 

This tragedy will go down in American history for many reasons.  I just choose to look at things from various angles.  Ultimately what I witnessed was great application of psychology from the jury selection phase to the verdict.  That is my way of taking something positive from such a long and drawn tragedy.