I work with lawyers and law firms using a process that I’ve literally developed over 35 years. I started my career as a law firm marketing director, so I grew up learning marketing with lawyers as my clients. I realized that if I can work with lawyers and keep them happy, I can probably work with anybody. So that’s one of the reasons I started PSM Marketing 20 years ago.
So when we work with lawyers and law firms, here’s what I’ve learned. Lawyers are very intelligent people, but you know what? They didn’t learn marketing and sales skills when they were in law school. In fact, I teach those classes at two law schools here in the Twin Cities because it’s not a skill that lawyers learned.
So, working with lawyers and law firms involves really understanding the legal industry. I have to know how they generate clients, how they get referrals. I have to understand the economics of a law practice and how that works to be able to advise my clients on whether or not, for example, they should look at pulling in a lateral hire, or whether they should look at accepting a position or seeking a position outside of their law firm, or starting their own practice.
The years and years of legal industry experience I have are really critical for my ability and PSM’s to be able to work with lawyers and law firms, and to really serve the legal industry.
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