CROSS-EXAMINATION: SCIENCE AND TECHNIQUES,<\/em> Larry S. Pozner and Roger J. Dodd.<\/p>\nOne of the authors’ rules is: “One New Fact Per Question.”<\/p>\n
In those movie or TV courtroom dramas you’ve seen, you might recall an attorney objecting that the opponent asked a “compound question.” That’s a question that asks the witness to address more than one issue at a time:<\/p>\n
“Did you see the defendant enter the barroom and then hit the plaintiff?”<\/em><\/p>\nThat question introduced two facts.<\/p>\n
The “One New Fact Per Question” Rule is offered not only to avoid objections but also to enable the attorney to maximize the overall impact of the testimony.<\/p>\n
Advertising Application<\/h3>\n
In a commercial, of course, there’s no rule against making compound questions or compound statements….But they either confuse the listener or they weaken the impact of your sales message.<\/p>\n
Ed’s Jewelers is the oldest jewelry store in Smallville, with the largest selection and guaranteed lowest prices, and we specialize in repairing delicate heirlooms.<\/p><\/blockquote>\n
If you’re forced to deliver such bland information, at least you can punch it up by breaking it up:<\/p>\n
Did you know that Ed’s Jewelers is the oldest jewelry store in Smallville? Did you know that no other jeweler in Smallville has as large a selection as Ed’s? Did you know that Ed’s guarantees that his prices are the lowest in Smallville? And if you have a delicate heirloom piece that needs resetting or repair, did you know that THAT is Ed’s specialty?<\/p><\/blockquote>\n
Not a great commercial, to be sure. But assigning each fact to its presentation sentence gives more emphasis to each.<\/p>\n
(And to any readers who were erroneously taught that you never should ask a question in a radio commercial: If the listener doesn’t know those facts, now they do. If the listener already does<\/strong> know those facts, their knowledge simply has been confirmed.)<\/p>\n","protected":false},"excerpt":{"rendered":"Last week I shared with you the “Strategy of Sequences,” which I adapted to radio advertising from the book, CROSS-EXAMINATION: SCIENCE AND TECHNIQUES, Larry S. Pozner and Roger J. Dodd. One of the authors’ rules is: “One New Fact Per Question.” In those movie or TV courtroom dramas you’ve seen, you might recall an attorney […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-10126","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\n
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![\"radio](\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2011\/06\/AttorneyCourtroom.jpg\" "\\"cross")
<\/a>\n