Final Argument #2 - your opening line

You only have a few seconds to seize the moment. Use them wisely!

This episode presents the first technique in the Final Argument series of posts. It borrows from an essential public speaking technique in the inexpensive handbook Think! Write! Speak! Speechwriting for Professionals (available from Amazon in ebook and paperback, here). Here's a secret about the final argument. Really, it's just public speaking, but with a small audience. Important, but small.

You have already appeared before the decision-maker for the duration of the hearing, so what you have to say won't come as much of a surprise. But you can grab attention to compel the decision-maker to focus as you intend. That is the purpose of the opening line of your final argument.

What is your theme? How can you phrase that theme dramatically that casts your position in its most favourable light? You should do that immediately and without wasting any words on housekeeping matters. Get right to the point. You want the decision-maker to consider your position sufficient to encompass all the evidence. That means you don't have one theme for liability and another for damages or one theme for the plaintiff and another for the defence. No. It's one-size-fits-all time!

Consider how brands present their products or services in advertising. Rarely is the theme more than a couple of words. Like, Coke – it's the real thing. Actually, that's a bad example because it doesn't mean anything. Your theme must convey a deeper meaning than that Coke ad's triviality.