[quote=scaredyclassic]what persuades jurors in a trial?

theoretically it’s cold, rational analysis of facts and law.

but that is not how it really goes down in hotly disputed cases.[/quote]

Emotion. It’s all theater. People used to like my Dad (he passed away in 2011). He won cases that he really shouldn’t have because people (including jurors) liked him. It was fascinating to watch. The firm I worked with years ago had an enormous case and after it was over they were allowed to interview the jury. They asked the jurors if they had any questions (trying to find out if they could improve their delivery). The first was whether the lead counsel was married. Second was what brand of shoes the second chair was wearing. They didn’t care about the facts; they were interested in the people.

I see it in big and small matters. Lawyers forget that being likeable (not in a meek way) is a secret weapon