In his Rhetoric, Aristotle lays out his three tools of persuasion – good sense, shared values and friendliness. If you closely watch any modern-day ad campaign, you will see that these tools are still as valid as the day they were first recorded.
Lawyers, however, often attempt to persuade their potential clients to hire them using just one of these three tools – good sense. They will tell marketers, “It is enough that I do good work.” In doing so, most lawyers and law firms leave two very powerful tools of persuasion on the table – shared values and friendliness. In this article, Kimberly MacArthur Graham discusses how to use all three of these tools to create and manage relationships with clients, potential clients and referral sources.
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