David Aaronson: Using the Universal Seven Principles for Successful Legal Marketing

In this episode, Steve Fretzin and David Aaronson discuss:

  • Why sales has a bad reputation in the legal industry. 
  • Being human before selling. 
  • Properly utilizing the Universal Seven Principles of Persuasion. 
  • Understanding the emotional decision-making that happens before the intellectual decision-making. 


Key Takeaways:

  • Sales has changed from hard selling to consultant selling. 
  • There is power in social proof and in having authority. What are you doing to build relationships and authority in your area of expertise?
  • Look at what your competitors are doing and be an authority against those competitors. If they are creating lots of content online, you should be as well to compete with them. 
  • Do your research on those you want to build relationships with to create unity with something beyond the superficial. 


“Just because the seven principles are there, doesn’t mean they’re going to happen naturally, you have to affect them.” —  David Aaronson


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Episode References: 


About David Aaronson: 

As the owner of Digital Inbound, David is a Cialdini Institute Certified Coach, trainer, and practitioner, specializing in the field of marketing. Our focus is leveraging the Universal 7 Principles of Persuasion (PoP) to help get more prospects to say yes. We are dedicated to demonstrating how to utilize the 7 PoPs not just for marketing and sales, but for everyday decisions we all make. We utilize insights from both Robert Cialdini, Ph.D. author of Influence, the Psychology of Influence and Daniel Kahneman, Ph.D. winner of the Nobel Prize in Economics and author of Thinking, Fast & Slow.


Connect with David Aaronson:  

Website: https://www.digitalinbound.com/

Email: [email protected]

Phone: 323-428-2015

LinkedIn: https://www.linkedin.com/in/davidcaaronson/

LinkedIn: https://www.linkedin.com/company/digital-inbound/


Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: [email protected]

Book: Legal Business Development Isn’t Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911



Show notes by Podcastologist Chelsea Taylor-Sturkie


Audio production by Turnkey Podcast Productions. You’re the expert. Your podcast will prove it.