The McKenzie Method
October 2025

About The McKenzie Method

At McKenzie PLLC, we want to intentionally create communication and best practices to help our clients and colleagues challenge the status quo of the old school defense firm model and tactics. We strive for constant improvement, constructive criticism, and valuable client feedback so that each quarter we have tangible improvement in our client relationships and delivery of legal services. Each quarter we will share what's working on the front lines of litigation and how we can improve our process together. The goal is our firm's mission statement: Elite Advocacy.

What’s Working: Priming People to Receive the Message Before You Deliver It

Priming is a way of “marinating the steak” before you cook it. The acid and oil in a marinade tenderizes the meat so it's ready for the grill. Similarly, we want to prepare people to receive the message before we deliver it. This works for both positive and negative messaging. For example, when delivering good news, priming through anticipation enhances the impact. When delivering tough news, setting expectations in advance can trigger their mental processing and lead to more favorable negotiations. In short, priming—whether through text, phone call, or hints—creates better outcomes, just as marinating a steak changes its flavor.

Practical Priming Examples

• Start your email with “Great news!” to frame a positive message.
• Text the plaintiff’s attorney “Tough news on the settlement front. Call me” to prime them for anchored negotiations.

This type of priming works because it taps anticipation and loss aversion, often leading to better outcomes.

How We Can Improve: Simple Communication is Better Communication

As lawyers and claims professionals, we often feel pressure to seem smart and articulate, but saying too much can drown the message. Longer reports become white noise. Yes, details can be important but truly wise people can use few words to express ideas. At McKenzie PLLC, we are focusing on delivering concise, synthesized communication to clients and juries that cuts through the clutter. Bullet points, clear strategy summaries, and punchy sound bites are more effective than lengthy statements. Less is more.

In Closing

We pinch ourselves every day that we get to serve you as a client! We just turned one year old and have really pivoted to developing better systems to seek constant improvement together. We are adding top talent to our fast-growing team!

📞 Please email whm@mckenziepllc.com or call William directly at 205-223-7662 to tell us how we can improve and serve you better.

— William McKenzie

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