In a well-written article by the New Jersey Lawyer, the old saying rings true: If you want to win over the jury, keep it simple. Jurors don’t want to hear long dissertations on the law with “high-brow” words and fancy legal terms; jurors want to hear plain, everyday language–and in short statements or arguments. One attorney in the article summed it up perfectly:

Talk to the least-educated, dumbest juror you have. If he gets what you’re saying, everybody else will too.

It is also noted in this article that the lawyer’s task during trial can be summed up in seven words:

“Say it.”

“Prove it.”

“Say it again.”

Tell the jury your client’s story. Make it simple. Prove that story and sum it up in closing. Most importantly, keep it as short as possible to keep the jury’s attention.