This one technique increased an injury settlement by $875k

A guy named Sam (not his real name) was injured in an accident.

Sam was struggling with certain activities so he hired an attorney to help him fight the insurance company for financial losses related to his injury.

The insurance company offered Sam a $25k settlement and his attorney advised him to take it. Not bad but Sam felt like his attorney was not really investing in the case.

After some research and reflection, Sam decided to switch attorneys instead of taking the offer.

The second attorney used a technique the first attorney had ignored.

Rather then trying to get a quick settlement, the second attorney became 100% focused on going to trial and giving the insurance company a data driven example of how that trial might play out.

To do this, the second attorney made a video telling a compelling story about the case and what happened to Sam.

Instead of simply testing the narrative internally for feedback, the second attorney got hundreds of people - matching the demographics of a potential jury - to watch the video and record their reactions.

Each person’s facial expressions and emotions were measured through AI emotion detection software and this data was coupled with survey questions about the case, such as who was at fault and how much Sam should be compensated.

The video, reaction data, and survey data was presented to the insurance company to show how a potential jury might react in a trial.

The insurance company increased it’s settlement offer by $875k.

Every attorney has biases about every case. Biases based on personal experiences, world views, comparable cases, and feelings about the plaintiff and defendant.

No matter how much experience one has, experience is never as good at predicting outcomes vs the combination of experience plus data.

Aaron Itzkowitz is the creator of the AI emotion tracking software that the second attorney used - EmotionTrac.

Aaron’s company brings data showing real world reactions to a case’s narrative - this helps attorneys better prepare for a trial and negotiate better pre-trial settlements.

Listen to my conversation with Aaron below where we discuss:

• How and why he started EmotionTrac

• How attorneys use EmotionTrac to prep for trial

• Best practices around trial prep

• How to improve your chances on a case

• Aaron’s thoughts on how AI will impact the legal industry over the next 2-5 years

Want to trade notes on ideas, strategies, and tactics for growth, let’s chat: