Revolutionize Your Law Practice: 11 Scientific Studies You Need to Know

Jordan,

Bill, Bill, Bill

Bill, Bill, Bill

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No, I didn't have a stroke and think you should go back to the billable hour...instead, if you're a child of the 80s/90s, then I know you can finish this line

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Bill Nye __________!

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Because as the lady says, "Science rules!"

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And that, my friends, is what we are talking about today. Science. To be fair, we aren't smashing chocolate chip cookies together to learn about plate tectonics, making hot ice, or even a homemade sundial with a paper plate.

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Instead, I am going to share the best scientific studies that you can implement in your law firm.

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1) The Movie Makes the Ad Better

Two common types of ads are ones that tell you to

"join the crowd" (9/10 people like us)
and
"get away from the crowd" (Apple's Think Different)

BUT, according to one study from Robert Cialdini's "Pre-Suasion, we can see better results by where we place that type of ad. So, for example, if your ad shows up during a horror movie, they see better results from joining the crowd ads because people want to feel safe after being scared.

But place your ad during a rom-com, and uhhh...we don't want to make out in a crowd (well, maybe some people do, but still). So then the get away from the crowd ad becomes more memorable.

What can you do about this? First, you can focus your ad placements around the right content. Try to find radio stations, tv shows, or youtube videos that appeal to your ideal client AND get them in the right mood for the type of ad you are running.

2) Jamming Too Much

Another very cool study that shows up in a BUNCH of books has to do with jam at some fancy store. At one point, there were 24 different types of jam. On another day, it was only 6.

SURE the 24 jams got a LOT more people to come to the booth and ask questions, BUT...they didn't buy any jam (around 5% of people in the store).

Only 6 types and over 25% of people purchased jam.

What can you do about this? First, don't have TOO many offerings. If you have 25 different estate planning packages...you're going to drive people away. I suggest you have 3 offers (and really you want only to sell 2 of them, see the next one).

3) Bread Maker 2 point Oh...NO!!!

This one comes from Williams & Sonoma. At one point they released a new bread maker that was super expensive (duh) and VERY few people bought it. BUT...people also stopped buying the economy bread maker and instead started buying the old one, which was the middle level.

Why is this? Because they could "rationalize" that they weren't buying the MOST expensive or cheapest one. Instead, they were playing Goldilocks and picking the one that was JUST right.

What can you do about this? First, have that top level offering be something you assume you are NOT going to sell but that makes the middle package (the one you WANT to sell) seem more reasonable and like they are making the SMART call).

4) Are you an Expert if you Spill Coffee?

You know the running meme about if your lawyer shows up to court dressed like this:

Are you going to jail?

Well, that applies here, if someone makes a mistake in the middle of what they are doing, a study found that people are MORE likely to like that person.

IF

IF

IF

They considered that person an expert. So if an idiot makes a mistake...they just look like a bigger idiot.

What can you do about this? This one is AWESOME for trial lawyers. Flub a line. Drop a piece of paper. Make a mistake and you come off as HUMAN.

But even if you aren't a trial lawyer, think about this for videos. Sometimes a blooper reel can be your most watched video, OR even just not editing everything 100% perfectly makes you more approachable.

5) I Talk, Therefore I Like, I Shut Up, Therefore I AM Liked

In group dynamics, one study found a direct link between talking and enjoying the group. As in, the more you speak (and the less you listen), the MORE you think you know the other people in the group and the more you like the group.

What can you do about this? SHUT UP. Think WAIT (why am I talking) and WAIST (why am I still talking). ESPECIALLY in consults. Shush. You speak 10-20% of the time. Let them talk. They will feel like they know and like you, and you will actually know about their case and situation.

6) Ask, and Ye Shall Receive... Likability

This one is WILD! People were told to do a geometry test for a small cash prize as part of a study (hint, the study you THINK you are in is NEVER really the study). After being given the prize, half the people were allowed to leave, the other half had one more step.

The researcher went to them, said they had run out of money, had to use their own, and asked for the money back. Because some people are truly great humans, many people gave it back.

So then, several weeks later, the participants were asked what they thought of the researcher, and guess what? Those who gave the money back LIKED the research more.

This has to deal with commitment and consistency - by giving the money back, people had to be consistent with giving away the money, so they had to convince themselves that the researchers were good people. And then we tend to like good people!

What can you do about this? First, give your clients their fees back! Kidding. But seriously, read "Never Split the Difference". Work on labeling your clients. AND, get them to make commitments that help them (and you).

For example - changing language like 

"it's important you go to all your doctor's appointments" to "promise me you will go to your appointments."

"call us if you need to reschedule your meeting" to "if you need to reschedule your meeting, can I count on you to call me a day in advance?"

"please leave me a review" to "do you remember at the beginning of this case, where we agreed that if we got this result, you would share the good news with people, are you still willing to do that?"

7) That Doesn't BUG Me

The Volkswagen Beetle - weirdly shaped, cheap German car, but also a cultural revolution.

Many people attribute that to a series of ad campaigns that basically said, "your Beetle will be ugly, but you'll have it for a long time" (I am paraphrasing).

But guess what - it KILLED.

Going right into the negative took the sting out of it and got people to focus on the positives.

What can you do about this? Trial Lawyers - many similar studies have found higher rates of success in cases where either the lawyer or the expert witness admitted the bad facts up front but then explained them away. This seems to help us TRUST the person (or product more).

But this isn't just for the courtroom...instead, think about letting clients know your downsides right off the back.

Yes, we are a small firm, but when you call, Saul, Francesca, Patrick, or Mike will speak to you.

I know we are the most expensive firm in town, but that's because our clients want the best (and then explain how that's verifiable).

Yes, we are all a bunch of old white guys here...but that means we are smart and know things and were in the Judge's wedding (please, not this one, although I know some people who do something too weirdly similar)

8) A Rhyme is Sublime

One and Done! (Like the experience I HOPE you had with the Bar exam!)

Fake it 'til you Make it (usually stupid advice)

See you later alligator OR in a while crocodile (clearly Gators get out of English class alive)

There's a reason we have so many of these rhymes in life. Yes, it sounds nice. Yes, it becomes more memorable. But one study found that we BELIEVE rhymes to be more accurate.

So I present to you

Cauliflower Gives You Power

If You're Early, I am Never Surly

Avoid Texting an Android (Blue Texts > Green Texts)

What can you do about this? First, make firm slogans that rhyme (I have NEVER done this, but I should). Also, think about putting a rhyme to any of your ads or maybe having a slogan for your show that rhymes.

9) Minting Money

It's the end of the meal, and surprise, surprise, you're given a bill to pay.

Let's say you usually tip X.

If that meal comes with a mint for everyone, now you tip X+3-4%

Two mints each = X+14%

BUT, if the server leaves a mint for everyone, walks away, stops, comes back, looks you in the eyes, and drops off ANOTHER mint for everyone...well, now it's going to be X+34%

At least according to this one study.

But let's be honest. The 1 or 2 mints seems like the normal thing they do. But the mint, stop, think about how awesome we are as a table, decide we are worthy of a second mint, and THEN come back...well, well well, aren't we special!

What can you do about this? 1) keep mints out of your office. Instead, have your receptionist give them out. But REALLY, try to make things FEEL special for the person.

If you ALWAYS go above and beyond this one way, make it SEEM like it was unique. Make it more impactful.

10) TANSTAAFL

This comes from my high school economics class - There Ain't No Such Thing As A Free Lunch (don't ask me, I didn't come up with the acronym, but it's stayed in my head for almost 20 years).

In this super cunning study, they put two people in a room for a study (second hint, the other person in the room is ALWAYS in on it). Half the time, the planted person told the other person they got an extra free coke from the vending machine and ask if did they want it.

Regardless of coke or no coke, after the fake study, the real study was the planted person telling the other person that they were selling raffle tickets and asking if they would buy some.

What do you think happened? Do you think the person looked them dead in the eye, said, "I prefer Pepsi," and stormed out? Or do you think the relationship forged in the crucible of a fake study bonded them together for eternity as raffle bros?

It turns out the people who got a coke bought twice as many raffle tickets on average. AND it didn't matter if they liked the other person or not. At all. Even if they were the jerk who gave me the coke, the participants still felt obligated to reciprocate with some raffle tickets, twice as many raffle tickets.

What can you do about this? Give your clients something. Maybe it's a coke (and a well-placed second mint?). Or perhaps it's a copy of your book. Or maybe it's a free resource (bonus points, tell them what it would be worth if you didn't give it to them for free).

This will make people MORE likely to hire you, or otherwise be compliant with your firm's requests because they feel indebted to you.

All for a coke!

11) Be Odd

Another study found that top 10 lists are bullshit, and more people prefer odd numbers because it makes it seem like you weren't FORCED to use a round number and instead let the list make itself with real answers.

What can you do about this? When you come up with 10 really good options or ideas in a list, make a stupid 11th option to be odd. Voila!

Next week I am going to talk about Chat GPT and AI Optimization.

Until then (I know this is a "Long Shot" because it's not recent, but I JUST saw it on my Netflix queue last night, and holy moly), do NOT get arrested for murder and forced to face the death penalty until you are exonerated in part due to randomly being in the background of a Curb Your Enthusiasm scene filmed at Dodger Stadium. YES, THIS IS TRUE!!!!!

Have a great weekend and remember, do something nice for your spouse, significant other, and/or yourself for Valentine's Day!

Until Next Friday,

Jordan Ostroff

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