Handbook of Success, Chapter III

If you have followed the instructions in Chapter I (How to Get Famous Fast) and Chapter II (How to Stay that Way), you will by now have undertaken the defense of several celebrated ac cused murderers. If you are acceptably brilliant, you will have become famous before 35, as promised on the dust jacket. Unfortunately, regular reliance on the Big Important Trial (BIT, for short) will inevitably cause trouble. Sooner or later, you will take on one or two clients who get convicted. Danger lurks at such a crossroad, but have no fear. It is merely time for aggressive imagination.

First, be outraged that any jury could have voted against your man. Say that the members were too ignorant or prejudiced to understand the defense argument. Then say that it doesn't matter terribly anyway, since you are going to appeal and get this obviously incorrect verdict overturned. This will give the impression that you have somehow not lost the case after all. Having created this spark, do not allow it to go out for lack of attention. Fan it like crazy.

Pick a Witness. Go on television. Do not choose an educational channel or anything like that. Go for the big Nielsen. A late-night talk show with some sympathetic comedian like Joey Bishop or Johnny Carson is the best. If possible, get on two rival shows, one the day after the other. Spell out why your client was railroaded while the host nods in friendly agreement. This will give viewers the idea that what you are saying must be right.

Do not neglect newspapers. If at all possible, think of a different thing to say each day so that there will always be a story about you in every paper anyone picks up. This will help to convince people that what you are saying is important. A sample approach: pick out a prosecution witness and attack him. For instance, the venerable medical examiner who gave damaging testimony as to how the murder victim died. Say that the way he runs his office is "a scandal." There may be phrases of his that you can turn to your own use, like: "I have dealt with the greatest defense lawyers in the world, but I have never met anyone in the legal profession like you."

Maximum Exposure. Though this approach is almost certain to work, you should take advantage of the fact that you are now on top of the heap--just in case it doesn't last. Your name should be big enough to get you into movies, perhaps playing yourself in one of your big cases. Another natural: a weekly interview show on TV where you could cross-examine famous people. Say you are doing it to raise the level of TV and to show young lawyers that there is no taint attached to criminal law.

If your schedule permits, it is best to try all of these things at the same time. This will mean days of practically full-time effort, but it will pay off in maximum exposure. This was the tactic followed by a famous lawyer who had just lost two important cases, F. Lee Bailey.

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