Jordan,
Bill, Bill, Bill…
Bill, Bill, Bill…
No, I did not have a stroke and suddenly decide we should go back to the billable hour.
If you grew up in the 80s or 90s, you know how to finish that line.
Bill Nye the Science Guy.
Because, as the theme song says, science rules.
And that is what we are talking about today. Science.
Not smashing chocolate chip cookies together to study plate tectonics. Not making hot ice. Not building a sundial out of a paper plate.
Instead, I am sharing 11 scientific studies you can apply directly to your law firm.
1. The Movie Makes the Ad Better
There are two common types of ads:
- Join the crowd. Think “9 out of 10 people like us.”
- Get away from the crowd. Think Apple’s Think Different campaign.
According to research cited in Robert Cialdini’s Pre-Suasion, ad effectiveness depends on context.
Place a “join the crowd” ad during a horror movie, and it performs better. After being scared, people want safety and belonging.
Place a “stand apart” ad during a romantic comedy, and it performs better. Nobody wants to blend into a crowd during a love story.
What You Can Do
Be intentional about placement. Align your ads with media that attracts your ideal client and puts them in the right emotional state for your message.
2. Too Much Jam Kills Sales
In a famous study, shoppers were offered either 24 types of jam or just 6.
The 24-jam display attracted more attention. But only about 5 percent purchased.
With just 6 options, over 25 percent bought jam.
Too many choices paralyze buyers.
What You Can Do
Simplify your offers.
If you have 25 estate planning packages, you are driving people away. Aim for three clear options. Realistically, you are steering them toward one or two.
3. The Bread Maker Effect
Williams and Sonoma introduced a very expensive bread maker. It barely sold.
But something interesting happened. Sales of the mid-tier model increased.
Why?
Because buyers could rationalize they were not buying the cheapest or the most expensive. They chose the “just right” option.
What You Can Do
Create a premium option you do not expect to sell often. It makes your preferred middle package feel smart and reasonable.
4. The Pratfall Effect
Studies show that experts who make small mistakes become more likable.
Only if they are already perceived as competent.
If an incompetent person makes a mistake, they just look worse.
What You Can Do
Trial lawyers, this is gold. A small, human mistake can make you relatable.
On video, do not over-edit. A little imperfection makes you approachable.
5. Talk Less, Be Liked More
Research on group dynamics shows that people who talk more enjoy the group more.
But people who listen more are liked more.
What You Can Do
In consults, talk 10 to 20 percent of the time.
Think WAIT. Why am I talking?
Let clients speak. They will feel understood and connected, and you will actually learn what matters.
6. Ask for Commitment
In one study, participants received a small cash prize. Some were later asked to return it because the researcher “ran out of funds.”
Weeks later, those who returned the money liked the researcher more.
Why?
Commitment and consistency. They acted generously, so they viewed themselves as aligned with a good person.
What You Can Do
Ask for commitment.
Instead of:
“It’s important you go to your appointments.”
Say:
“Can you promise me you will attend all your appointments?”
Instead of:
“Please leave a review.”
Say:
“Remember when we agreed that if we achieved this result, you would share your experience. Are you still willing to do that?”
7. Admit the Negative
The Volkswagen Beetle campaign leaned into its flaws. Ugly but reliable.
It worked.
Studies show that acknowledging weaknesses builds trust.
What You Can Do
Address weaknesses upfront.
Yes, we are a small firm. That means you speak directly with us.
Yes, we are the most expensive. That is because we deliver premium results.
Admitting reality builds credibility.
8. A Rhyme Is Sublime
Research shows rhyming statements are perceived as more truthful.
Examples:
- One and done.
- Fake it till you make it.
- See you later, alligator.
Rhymes stick. And they persuade.
What You Can Do
Create rhyming slogans. Use rhythm in headlines. Make your messaging memorable.
9. The Mint Study
In a restaurant study:
- One mint increased tips slightly.
- Two mints increased tips more.
- One mint, followed by the server returning with a second mint and eye contact, increased tips dramatically.
The second mint felt personal.
What You Can Do
Create moments that feel intentional and special.
Do not just go above and beyond. Make it feel thoughtful.
10. There Is No Free Lunch
In another study, one participant gave the other a free Coke.
Later, that same person asked them to buy raffle tickets.
Those who received the Coke bought twice as many tickets.
Reciprocity is powerful.
What You Can Do
Give clients something meaningful.
A book. A helpful resource. A checklist. Something valuable.
People naturally reciprocate.
11. Be Odd
Research shows people prefer lists with odd numbers. It feels less forced and more authentic.
Which is why this is not a Top 10 list.
What You Can Do
If you have 10 ideas, add one more. Let it feel organic.
Final Thoughts
Science is not just for classrooms and lab coats.
It applies to persuasion, marketing, trust, and client relationships.
Use it.
Next week, I am diving into ChatGPT and AI optimization.
Until then, do not get arrested for murder and exonerated because you accidentally appeared in the background of a TV show filmed at Dodger Stadium. Yes, that really happened.
Have a great weekend!