Using the Power of Habit to Generate More Business
Attorneys can apply the lessons from the new book The Power of Habit by Charles Duhigg and turn them into new clients. Kudos to Phil Livingston, Chief Executive Officer, Marketing & Business Solutions at LexisNexis, for spotting the book and giving me a copy.
The book says a habit consists of three parts:
- A cue (a location, time, emotional state, other people or an immediately preceding action)
- A routine (the activity that forms the habit)
- A reward (an emotion payoff, physical sensation, recognition or a prize)
By identifying the right cue, an attorney can create a marketing initiative that launches a routine by clients, such as reading the lawyer's blog, visiting the firm website or liking the lawyer's Facebook page. Ideally the routine will also include phone call for an appointment at the firm. In any event, it is essential that lawyers have website visibility and social media marketing, which LexisNexis is highly skilled at creating for lawyers.
"People's buying habits are more likely to change when they go through a major life event," the book points out. Following are examples of cues that will prompt clients to contact attorneys:
- Change in residence
- Change of job
- Having a baby
- Parent goes into assisted care
- Client is suddenly in a wheelchair or rehab
- Arguments at home (over adultery, financing trouble, work stress, depression or addictions)
- Being arrested or pulled over
- Getting a legal notice
- Holidays (when there are disputes over child custody)
These cues should be discussed in a lawyer's blog, Tweeted out on social media and highlighted on the firm website.
The reward for visiting an attorney's website, blog or social media presence is emotional. This isn't in the book, but I believe this includes feelings such as relief, security, justification and safety. Remember that people buy things such as legal services for emotional reasons — they will justify them later with logical reasons.
Attorneys can plan their marketing strategy and tap into the power of habit with a LexisNexis team. Options to consider are video marketing and a lawyer blog. To learn more about how our Law Firm Marketing Solutions can boost your online presence, contact a LexisNexis Law Firm Marketing Specialist.
Follow Larry on Twitter: @LarryBodine
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