Mark Merenda and Victor Medina presented on how the principles from Robert Cialdini’s seminal book, “Influence” apply to law firm marketing. Here is a summary and comments:
Reciprocity
The principle of reciprocity is if you do something for someone, they are more likely to do something for you. This runs the gammut from free samples to bringing someone glass of water, to hosting conferences and dinners. Even if the person know they are being manipulated, it still works.
In a legal firm environment, reciprocity can be invoked with something as simple a sending information packets, giving people at your office a hot drink, or hosting a seminar and a meal.
Social Proof
People go where other people are. If you see one person looking up, you will pass him by. On the other hand, if you see four people standing around looking up, you are likely to stop and look as well. That is the principle of social proof.
The easiest way to implement social proof in your practice is through testimonial.
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