When attorneys argue theories which are inconsistent, jurors tend to become confused and tend to believe that attorneys making such arguments do not believe in their case. This can be followed by a liability argument which begins by stating that the plaintiff's claims are even more incredible since the defendant is not liable. Use Emotional Appeals. Use appeals to appropriate emotions to foster a desire to return a verdict in your favor. However, emotional appeals should be tied to facts of the case and should provide for an appropriate response in terms of the verdict.
Fear appeals can backfire when made too extreme or when the audience is particularly vulnerable.
Make Eye Contact. When addressing important points with particular jurors be sure to make eye contact with them. This eye contact serves to underscore the points being made with these jurors. People who believe in what they say are more persuasive. Attorneys who communicate sincerity through their demeanor and their language increase the persuasiveness of their argument.