I tend to do a lot of appellate work. Recently, I finished reading a good book on appellate advocacy dealing with beefing up the facts section of the brief. The theory is that everyone likes a good story. Part of that is that with the right set of facts, many times cases which are close are decided based upon the facts and who the judges identify with more. This has some truth in trial work also. Many times I see cases which are legally light on evidence decided based upon who is liked the most.