MAKE YOUR POINT IN THIRTY SECONDS
In 1990 Milo Frank wrote a book How to Get Your Point Across in 30 Seconds or Less. I read it when it was first published. I felt then and feel now that it is an excellent source of advice about something trial lawyers need to learn – simplicity and brevity. Paraphrasing generally, Frank advises first, that the average attention span of an individual is about 30 seconds. He notes that almost all TV commercials are 30 seconds. As he says, the one…