First and foremost, a brief must tell a compelling story. It should cry out for relief for your client. Judges are people; they want to feel like they are doing the right thing. Help them rule in your favor: tell your client’s story. Use classic archetypes. Cast the characters of your lawsuit into traditional roles in a story: victim, hero, orphan, widow, prodigal son, etc. Convince the Court that the world will be a better and fairer place if your client wins.