Tips for Writing Concise Briefs

Controversial: The best creative briefs are boring. Boring = specific. Boring = testable. Boring = launches that don’t need a 48 hour revision cycle. If your brief reads like a mood board for committee approval, expect a month-long back and forth. If it reads like a lab protocol, creatives ship in days. Write briefs like experiments. Here’s a 6-field brief that forces speed and decisions: 1️⃣ Hypothesis ↳ One sentence: "If we lead with X hook for Y audience, CPA drops by Z%." 2️⃣ Single Audience Moment ↳ Exact context: "Scrolling between 7–9pm after parenting reels" not "busy parents." 3️⃣ Primary Emotion + Proof ↳ What we want them to feel and the evidence that supports it. Example: "Relief - 4/5 5-star reviews mention 'instant setup.'" 4️⃣ Biggest Objection ↳ Say it out loud. Then tell creatives one line to disarm it. 5️⃣ Concrete Deliverable ↳ Format, length, 2 headline options, 1 CTA, and one raw asset to copy into the ad. 6️⃣ Success Criteria + Fail Budget ↳ Metric, timeline, and how many quick variants to greenlight before pivoting. Example: "Launch 5 variants. If no win in 7 days, cut." Stop asking for "a vibe" or "play around." That is creative laziness dressed as flexibility. Found this useful? Like, follow, and repost ♻️ so others can too! ps. Brief-writing is a bottleneck for most brands. We help fix that.

Found this 1980 ad about writing clearly. 65 years later, it's still the best writing advice I've ever seen: 1) Know exactly what you want to say before you start Most people start writing and figure it out as they go. That's why most writing sucks. Thompson says outline first, write second. Revolutionary concept, apparently. 2) Start where your readers are, not where you are Don't assume people know what you know. Meet them at their level of understanding, then bring them along. Most "experts" write for other experts and wonder why nobody gets it. 3) Use familiar word combinations Thompson's example: A scientist wrote "The biota exhibited a one hundred percent mortality response." Translation: "All the fish died." Stop trying to sound smart. Start trying to be clear. 4) Arrange your points logically Put the most important stuff first. Then the next most important. Then the least important. Seems obvious, but most people do it backwards. 5) Use "first-degree" words Thompson says some words bring immediate images to mind. Others need to be "translated" through first-degree words before you see them. "Precipitation" => "Rain" "Utilize" => "Use" "Facilitate" => "Help" 6) Cut the jargon Thompson warns against words and phrases "known only to people with specific knowledge or interests." If your mom wouldn't understand it, rewrite it. 7) Think like your reader, not like yourself Thompson asks: "Do they detract from clarity?" Most writers ask: "Do I sound professional?" Wrong question. TAKEAWAY: This ad is from 1960. The internet didn't exist. Social media wasn't even a concept. But the principles of clear communication haven't changed. Most people still can't write clearly because they're trying to impress instead of express.

In my 14yrs career in engineering working for Big Tech companies such as Google and Uber, there is no other skill I used more than writing. And no, I don’t mean writing code. I mean English writing. Emails, Design Docs, Presentations, Feedback, Code Reviews, you name it. Here's how I make my written communication clear, effective, and punchy. 👇 Written communication can sometimes be daunting, especially for non-native speakers—like me. That’s why I wanted to share  the 6 questions that I use when writing anything. This helps me communicate more effectively and connect with my audience better. 1. Who is my target audience? Identify the specific group or individuals you are speaking to. Knowing your audience assists you in customizing your writing to meet their requirements and interests. 2. What is my main objective or purpose? Clarify the primary goal of your writing. Whether it's to inform, persuade, entertain, or educate, knowing your objective guides your content. 3. What key points do I want to convey? Identify the main idea or key points you want to communicate. This will help you stay focused and make sure your message is clear and logical. 4. Why should the reader care about this? Consider the value or benefit your writing offers to the reader. Highlight how it addresses their needs or solves a problem. 5. Is my writing clear, concise, and organized? Make sure your content is clear and easy to understand. Keep the flow logical and avoid using complex language or jargon that might confuse the reader. 6. Can I make my writing shorter? The answer is always yes. So make sure to edit edit edit. Brevity saves time for both the writer and the reader. What else would you add to this list? How does your writing process look like? ♻️ Please repost if you found this useful

Happy New Year! 🥂 As we begin 2026, I’ve been reflecting on the briefs that were especially effective this past year—briefs that were organized, readable, and concise. In that spirit, here are ten practices I think consistently strengthen written advocacy: 🥂Use regular sentence capitalization throughout your brief. In tables of contents, issues presented, and point headings, sentence‑style capitalization is the easiest for the reader to process. It keeps the structure clean and the eye moving naturally. 🥂Place important facts, rules, and analysis in full sentences. Key information carries more weight in the text than in parentheticals or footnotes. If removing a parenthetical or footnote drains a sentence or paragraph of meaning, that’s a sign the information belongs in the main flow. 🥂Streamline your introductory sections. Introductions, summary of the arguments, roadmaps, and topic sentences all have their purpose, but beware of unnecessary repetition. Choose the pieces that genuinely help orient the reader - repetitive orientation can cause the reader to stop reading and start searching for substance. 🥂Let necessary repetition speak for itself. Some concepts must be repeated for clarity or structure. There’s no need to call attention to it with phrases like “as explained before.” Trust your organization to guide the reader. 🥂Use acronyms sparingly and only when they help. Familiar acronyms—FBI, DSS, SBI—are efficient. Others often slow the reader down. When in doubt, a simple descriptor (“the Department,” “the Board”) keeps the prose smoother. 🥂Define parties and terms only when clarity requires it. Once you’ve introduced “Plaintiff, John Michael Smith,” you can comfortably refer to “Plaintiff” or “Mr. Smith” without parenthetical definitions. If the reader won’t be confused, the simpler path is the clearer one. 🥂Favor possessives over “of” phrases. “Plaintiff’s attorney” reads more naturally than “attorney of plaintiff,” and these refinements add up across a brief. 🥂Move directly to the action when the action matters. Phrases like “decided to,” “thought to,” or “elected to” often delay the verb that carries the sentence. When the decision isn’t the point, let the action lead: “John crossed the road.” 🥂Draft your table of contents as a true outline of your argument. Point headings that reflect the full structure of your reasoning create a roadmap a judge or clerk can digest quickly. A well‑built table of contents is one of the most helpful tools you can provide. 🥂Use visual formats—bullet points, timelines, charts—when they clarify complex information. A well‑designed chart, for example, can convey what might otherwise take a full page of text, especially when comparing cases or summarizing a timeline. More tips? Please drop them below. Wishing you a new year filled with clear, effective writing and strong advocacy!

2025 has been, for me, the "year of many briefs."* So. Many. Briefs. That has mostly been a function of where my cases are in their lifecycle, and also a function of new cases, which often start with a motion to dismiss, or a complaint and TRO. I am never going to turn this feed into #legalwriting tips or #appellatetwitter, I don't really care which font you use, or whether your comma is oxford or not. But I did want to share a few takeaways that are top of mind from this year of many briefs. First, I think most litigators have been slow to realize that the legal world is not immune to shortened attention spans. Writing gargantuan briefs that slow roll key arguments puts you at risk of not getting your point across. If your court has a page limit, really try to fit the arguments in that limit. As important, the brief really needs to make its points up front, quickly, in an accessible way. You still need support, of course, and to marshal the facts. But you can't expect that your reader is necessarily going to be able to focus on a buried argument on page 34 of a 40 page brief. Second, and relatedly, and perhaps controversially, it really pays not to be boring. How you avoid being boring depends on your case, your court, and your style, but a snoozefest of a brief is not ideal. Maybe you should violate your no adverb rule once in a while or call a bad argument what it is. Truly gifted writers can do this by varying their sentence structure. Whatever works. Again, attention spans are lower and boring is tough to get through. Third, unless required by your jurisdiction, "legal standard" sections (however denominated) are just going to be glossed over. Instead, incorporate your supporting law into your arguments. This is my big pet peeve when editing briefs right now. An undifferentiated mass of law requires me to remember said law when reading arguments sometimes five or ten pages later. Since that section probably isn't read to begin with, not clear what work it's doing other than weakening the arguments later on, which are made without support. The big takeaway: attention spans are down from what they were even 5 or 10 years ago. Good legal writing needs to acknowledge that and evolve accordingly. *** *It has been a year of other things too, but for a different time and probably place.

Most people think they're "bad writers". But they're actually bad editors. Here's what I mean: The most underrated copywriting rule in the world? Cut the fluff. We're conditioned to elongate and waste time with our writing. Here's 5 tweaks I'm constantly giving clients to write concise content: (+ hold reader engagement) 1. Delete “just” The word "just" often dilutes the impact of the sentence. It suggests less of or a reduction. And that devalues whatever statement you’re making. Erase it. Let your statement/opinion/point of view stand (confidently). 2. Delete ‘I think’ "I think" weakens your authority. You sound less convinced. So your reader thinks you’re speculating. You’re no longer the expert. Drop it and present your statements as definitive to build credibility. 3. Delete ‘also’ "Also" disrupts flow. It feels additive, not important. It signals an afterthought. You don’t need to prove you have another point to add. Make each point strong and stand alone. It might feel direct - brutal, even - but it adds power. 4. Delete ‘I doubt’ Showing doubt disrupts persuasive momentum. It suggests uncertainty. And then, your reader starts to question you. Be bold or show other sides to your point, without being skeptical. 5. Delete ‘really’ "Really" is used for emphasis. But it’s unnecessary. It takes away from the emotional description to come. “It was really bad”? Or “It was bad”? Don’t lean on “really”. Instead, lean on heightening the emotional description. Make each word earn it’s place. Every word should serve a purpose. And add clear value to your sentence. By deleting unnecessary fillers, you create with clarity, concision and impact. Remember: On social media, attention is brief. Concision is your friend in holding reader engagement. TL;DR: 1. Delete “just” 2. Delete ‘I think’ 3. Delete ‘also’ 4. Delete ‘I doubt’ 5. Delete ‘really’ Remember: you're not a bad writer. You just talk too much. ↓ 👋 Want free copywriting templates, guides and cheat sheets? Join 11,000+ on my newsletter: https://lnkd.in/e9ppAnJu You'll get 7 days of templates, my ultimate hook writing cheat sheet and more, free.

𝗪𝗮𝗻𝘁 𝗮𝗿𝗯𝗶𝘁𝗿𝗮𝘁𝗼𝗿𝘀 𝘁𝗼 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗿𝗲𝗮𝗱 𝗮𝗻𝗱 𝗿𝗲𝗺𝗲𝗺𝗯𝗲𝗿 𝘆𝗼𝘂𝗿 𝘀𝘂𝗯𝗺𝗶𝘀𝘀𝗶𝗼𝗻? Drop the complexity. Here are 7 simple tips to improve your written submissions. The best advocates don’t just write; they choose their words for maximum impact. They draft and redraft until the text flows like a peaceful Swiss river, no matter how technical or complex the case. A good starting point is to keep the three Cs in mind: clarity, conciseness, and coherence. This is especially important given that many experienced arbitrators are very busy and are using speed-reading techniques. If your text is too long, complex, badly structured, and incoherent, arbitrators might miss some points. Here are 7 tips to easily improve a written submission: 1️⃣𝗟𝗼𝗴𝗶𝗰𝗮𝗹 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲: Use clear headings and subheadings. Titles alone should allow the arbitrator to understand the core of the case issues. The table of contents is an integral part of a submission, choose your headings strategically and carefully. Follow a coherent structure for all your document: the main idea first, then supporting details. 2️⃣𝗖𝗵𝗿𝗼𝗻𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹: A well-drafted story helps the tribunal follow along. It’s easier and more engaging to read. 3️⃣𝗦𝗵𝗼𝗿𝘁 𝗮𝗻𝗱 𝘀𝗶𝗺𝗽𝗹𝗲: Keep sentences and paragraphs brief. Focus on one key argument per paragraph. Simplicity always wins. 4️⃣𝗟𝗶𝗺𝗶𝘁 𝗷𝗮𝗿𝗴𝗼𝗻: Too many abbreviations, Latinisms, or complex terms can confuse the reader. What’s obvious to the drafter may not be to the arbitrator. 5️⃣𝗨𝘀𝗲 𝗽𝗮𝗿𝘁𝘆 𝗻𝗮𝗺𝗲𝘀 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁𝗹𝘆: Avoid terms like "Claimant/Respondent," which can become confusing in multi-party cases. Names make your narrative clearer. 6️⃣𝗔𝘃𝗼𝗶𝗱 𝗿𝗲𝗽𝗲𝘁𝗶𝘁𝗶𝗼𝗻: If you really must repeat an argument, rethink, reframe, and rephrase it. 7️⃣𝗦𝘁𝗮𝘆 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲: Avoid superlatives and overly strong adjectives. Aim for a neutral, journalistic tone. That will help the credibility aspect. What is your best tip for a legal drafter? #internationalarbitration #arbitration #sportarbitration

𝙇𝙚𝙨𝙨 𝙞𝙨 𝙈𝙤𝙧𝙚: 5 𝙎𝙩𝙚𝙥𝙨 𝙩𝙤 𝙈𝙖𝙠𝙚 𝙔𝙤𝙪𝙧 𝙇𝙚𝙜𝙖𝙡 𝙎𝙪𝙗𝙢𝙞𝙨𝙨𝙞𝙤𝙣𝙨 𝙈𝙤𝙧𝙚 𝙍𝙚𝙖𝙙𝙖𝙗𝙡𝙚 (𝙖𝙣𝙙 𝙋𝙚𝙧𝙨𝙪𝙖𝙨𝙞𝙫𝙚)   Over the years, I have often sat through a hearing where a lawyer files a monstrous written submission. Page after page of dense, winding arguments. The judge flips through a few pages, sighs, and asks something like "𝐂𝐨𝐮𝐧𝐬𝐞𝐥, 𝐰𝐡𝐞𝐫𝐞 𝐚𝐧𝐝 𝐰𝐡𝐚𝐭 𝐞𝐱𝐚𝐜𝐭𝐥𝐲 𝐢𝐬 𝐲𝐨𝐮𝐫 𝐩𝐨𝐢𝐧𝐭?"   We’ve inherited a habit of over-explaining. Decades ago, submissions were mostly oral. When they became written, the old guard simply transferred their speaking style to paper – wordy, repetitive, and packed with unnecessary details.   But times have changed, and so should our writing.   Here are five ways to make your submissions clearer, shorter, and more persuasive.   1.    𝐒𝐭𝐚𝐫𝐭 𝐰𝐢𝐭𝐡 𝐚𝐧 𝐎𝐮𝐭𝐥𝐢𝐧𝐞 – Think before you type. Sketch your main points: key facts, evidence, legal principles, and the heart of your argument. This keeps you focused and stops you from rambling.   2.    𝐋𝐞𝐚𝐝 𝐰𝐢𝐭𝐡 𝐭𝐡𝐞 𝐒𝐭𝐫𝐨𝐧𝐠𝐞𝐬𝐭 𝐏𝐨𝐢𝐧𝐭𝐬 – Judges don’t have time for long detours. Don’t bury the gold under piles of background. Put your best arguments front and centre. Don’t just present your arguments in the order they occur to you. Arrange them for impact.   3.    𝐓𝐫𝐢𝐦 𝐔𝐧𝐧𝐞𝐜𝐞𝐬𝐬𝐚𝐫𝐲 𝐖𝐨𝐫𝐝𝐬 – Fancy words don’t win cases. Clarity does. Ditch the bloated phrases, cut the legalese, and write like an ordinary person to other ordinary people.   4.    𝐔𝐬𝐞 𝐇𝐞𝐚𝐝𝐢𝐧𝐠𝐬 𝐚𝐧𝐝 𝐒𝐢𝐠𝐧𝐩𝐨𝐬𝐭𝐬 – Give the judge a clear path. Well-structured sections and sharp headings make your submission easy to follow.   5.    𝐄𝐝𝐢𝐭 𝐑𝐮𝐭𝐡𝐥𝐞𝐬𝐬𝐥𝐲 – Your first draft is always too long. Cut. Then cut some more. If a sentence doesn’t drive your argument forward, kill it.   Legal writing isn’t about showing off. It’s about persuading with precision. The best submissions? Short. Clear. Strong.   So here’s your challenge: the next time you draft a submission, take a step back. What can you cut? What can you sharpen?   Has legal writing become too bloated? What’s your take?    

Legal writing tip: Make your briefs modular. Each section should have a single, clear purpose and be self-contained. Judges rarely read briefs cover to cover. They scan for the parts they need. To help them follow your argument, separate topics into distinct, unified sections and paragraphs; avoid repetition and don’t allow points to sprawl across multiple sections. For example, a motion to dismiss that combines personal-jurisdiction or standing arguments with merits-based arguments in a single section forces the judge to sort them out, making them all harder to follow. Modular briefs keep judges focused on evaluating your arguments rather than untangling them. The idea of modularity comes from software engineering: one function, one purpose. Briefs should work the same way — one section or paragraph, one purpose. #LegalWriting #appellate #litigation

This is one of the most important lessons I was going to teach my interns this week... It's a simple writing technique that's won me more cases than anything I learned in law school: Start every paragraph with a topic sentence. That's it. Sounds too simple to matter? It's not. I've come to believe most judges only read the first sentence of each paragraph in legal briefs. The rest is just supporting evidence. A truly effective brief is one where you could read nothing but the topic sentences and still understand the entire argument. Most lawyers fail at this because they write paragraphs without even understanding what their own paragraph is about. Then they expect the reader to figure it out. Let me give you a real example from a recent brief: "Defendant's claim that Philadelphia is an improper venue is meritless; the record overwhelmingly supports venue and convenience here." That single sentence tells you exactly what the rest of the paragraph will prove. Next paragraph: "Venue is proper and, by extension, convenient because this employment case has substantial connections to Pennsylvania." Again, you immediately know what's coming. This approach isn't just for legal writing. It works for: • Client emails • Business proposals • Any persuasive writing When you structure writing this way, you're doing the mental heavy lifting for your reader. You're creating a clear path through your argument. The truth is, most busy decision-makers skim. Give them a document where the first sentence of each paragraph tells the whole story, and you've given them exactly what they need. Try this in your next important document. See if it changes how people respond. I'm not saying I'm Bryan Garner or anything. What's your most valuable writing tip?