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Mark PowersThe most successful lawyers are those who get things done with and through the help of others. Think about it: successful lawyers have a long list of referral sources in whom they’ve inspired trust. These same lawyers readily convert potential clients to paying clients on a higher than average basis. What skill do these important interactions hinge upon? The power to persuade. But, according to Russell H. Granger, author of the book, The 7 Triggers To YES, most attorneys have been going about the business of persuading others, all wrong.

Advances in the science of live brain imaging now indicate that logic and reason don’t persuade anyone to do anything. Instead, one of seven specific emotional connections must be triggered before a referral source or client will trust you. His research shows that we are not thinking machines, but feeling machines that think.


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This article was written by an Atticus staff member.

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