By Dr. Ken Broda-Bahm:
If that commercial for the knife set just laid it all out at the start, it would sound like this: "Okay, here is the deal, you get the knives, the storage block, an extra set of steak knives, free sharpening for life, and free shipping if you call in the next hour." But that isn't very exciting. Instead, over the course of a relatively long commercial message, the knife seller will trot out each of these perks in sequence, so just as you are wondering if the knife set itself is worth it, you hear "There's More!" and you're given yet another benefit.
As cheesy as it sounds, the technique works. A sequenced delivery of arguments is better than a more straightforward listing of arguments, because it helps the target customers get past any doubts that they may be having over the sale. New research shows that the same principle applies beyond the world of advertising, and works in the world of legal evidence as well. This post will take a look at the study and draw out a couple of important implications that apply to the structure and content of your opening statement and trial plan.