Forgotten Persuasion

You’ve completed your masterful brief, a 50-page model of persuasion. Now a sobering moment of reflection: How much of this eloquence will the judge remember? After all, judges are only human and we humans forget much of what we read—not just the words but also the concepts. Like every advocate, you want the judge to remember the concepts critical to your argument.

Consider how people in other fields try to persuade. Advertisers spend millions trying to set their product apart so that we’ll remember it. Though the product may seem irresistible, the advertiser has flubbed if we forget the message.


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