There are many reasons why Case-On-A-Page works so well. Here are some of them:

1. Time. Attorneys are consumed with legal and case law issues. Do they really have the time to focus on the specific persuasion elements unrelated to their core competence? No.
2. Writing skill. Attorneys are typically good writers, but they are humans who get
   into a legal style of writing which is exactly what COAP does not and will not do—because it’s not as simply & clearly persuasive.
3. Persuasion skill. Attorneys are good at organizing and arguing their points based in law. However, the more subtle and softer side of persuasion—elements that non-legal people use that get to the heart and emotions—usually get minimal ‘left over’ attention.
4. Closing skill. The best sales people are good ‘closers’…they make the sale when others do not. There is a communication type and method that does this in writing also. Most people don’t have this skill. Some lawyers do, but many do not.
5. 3rd Party angle. Humans (lawyers and judges included) get so close to the forest that they can’t see the trees. We all know and experience this. Hence, COAP plays the 3^rd party role for further improvement.
6. Experience. When it comes to figuring out what may persuade judges (and juries) and what things won’t–age matters. COAP team members are seasoned and creative professionals with lots of life and business experience that can be drawn from and strategically woven into your argumentation to improve chances of getting your point across more effectively.
7. Logic simplification. Attorneys are excellent logisticians but most are not apt to simplify to a maximum degree that is easier for readers to understand. Again…they don’t typically have the time and it’s not a common legal style.
8. Simplification for reading. When it comes to quickest and easiest reading, small words and short sentences are best. And these are typically not a strong suit of highly educated attorneys who work day in and day out in the legal world. In their world, such writing is uncommon if not rare.
9. Human learning styles. All humans are subject to generic learning improvement and learning acceleration methods. Graphics is one of these areas. Yes, judges are human too and therefore are subject to the impact of properly designed and placed graphics in any writing—and particularly more so in complex situations often found in legal briefings.
10. Marketing & sales. Humans (and judges) are also subject to marketing and sales techniques. These are, again, elements that are often missing in legal documents. And for good reason. A slick sales and marketing campaign will ‘turn off’ a judge more than help. However, if such concepts are more tactfully placed and more softly used, they can indeed be helpful.
11. COAP does this type of work year round. Can another human who does this type of work every now and then be better at it than others who do the same work for a living? Probably not. Again, we’re human after all.