Paul Luvera does a nice job in this post hitting the high points of David Ball’s book Ball on Damages.
[W]e must shed our law school training about advocacy and learn to present cases consistent with the way that people really make decisions. You were probably taught in law school to carefully examine all of the facts and law, following which you were expected to analyze intellectually in order to arrive at the right decision. You were probably taught to speak and write as an intellectual or like a scholar might. Law students try to sound like intellectuals to impress everyone. The problem with approaching a trial in that manner is that it doesn’t work when we are talking about groups of people we call jurors..