Essentially, the title says it all. How do some lawyers make such a difference in the outcome of a trial when defending clients accused of crimes? The evidence is the same regardless of the lawyer, so it doesn’t seem like they should have that much power over the verdict.
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Kind of like asking what makes someone a good salesperson. Two salespeople go out, they offer the same product, but one sells, the other does not.
There are lots of things that can go into it. Being persuasive in helping people understand your client’s perspective is a big one, plus a lot of what others here have said – resources, reputation, ability to speak with authority, etc.
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