Trial lawyers, of course, already know that.
But do they leverage such insight when struggling to develop new business for their law firms. And hold onto their jobs. Members of the JD Class of 2017 who don't yet have jobs should check out of the university library some books on marketing.
What those still-jobless law students will find out is this: Marketing begins with emotional intelligence (EI). Shark Tank member Lori Greiner hammered that in her 2016 lecture at Youngstown University.
One of the key signs that you have good-enough EI is the ability to listen. Greiner knocked out of the box an inventor who couldn't listen, not even after the well-meaning tip that he listen.
Then there are the other fundamentals.
Among the musts are positioning and packaging your persona and presentation to fit with the audience. That involves research. Do members of the panel, the job interviewer or the judge/jury prefer passion or a laundry list of numbers? Are they intuitive or process-oriented? Should you have a gimmick or play it straight?
Yet, from the get-go, marketing, including self-promotion, is rarely taught. Children go to coding camps. They go to music camps. They go to weight-loss camps. But marketing?
The lack of that kind of specific training reflects the ambivalence in America about marketing. Harvard Business professor Ted Levitt zeroed in on that. His classic thought piece is "Marketing and Its Discontents." Here it is.
Consequently, those trying to pitch their STEM-related services become a public nuisance.
They snatch up our contact information on Twitter or LinkedIn. Then, immediately they flood us with pitches. Most of them are turn-offs. For example, they put the knock on what you are doing in your website search engine optimization (SEO). SmallLaw and Solos who apply similar fear tactics usually fail. So do my competitors.
In addition, a deficit in a marketing mindset and strategies causes needless pain on a personal level.
Lonely professionals don't know how to comport themselves on the date, even if it's just lunch. The senior citizens who organize book clubs and so on at the local library don't know how to create generational diversity through marketing. No surprise, the groups become closed systems. Attendance falls off. The leaders' confidence withers.
Often all that is required to take the leap into marketing is simply telling yourself it's a necessity. Infants wouldn't survive if they didn't understand how to sell themselves to their care-takers.
All-Brain types like lawyers and law students should observe the interaction between toddlers and their moms in the grocery store. Frequently the toddlers win the battle on having the Reese's peanut butter bits and pieces make it through check-out.
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