IT’S NOT WHAT YOU SAY, IT’S HOW YOU SAY IT THAT COUNTS
“If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.”—David Ogilvy advertising expert The Challenge of Current Attitudes The fundamental factors involved in influencing jurors’ verdicts have remained the same over time. They primarily include: (1) juror’s backgrounds – their occupation, education, socio-economic status etc. (2) juror’s past significant experiences that influence their thinking and (3) jurors strong values, opinions and beliefs. Also constant over time are the importance…