Marketing Lessons From Politics

valerie-jarrettI recently listened to a great episode of my favorite podcast, Stay Tuned With Preet  (see May 16-D.C. Dramas & Advising Obamas).  Anyone who knows me knows I am a huge fan of Preet Bharara, a rational voice who provides insightful commentary on the law, politics and the Trump administration.

In this episode, Preet interviews Valerie Jarrett a former senior advisor to President Obama. She has just released a memoir called Finding My Voice: My Journey to the West Wing and the Path Forward and she is on the book tour.  While she spoke a lot about Chicago politics, Barack Obama’s rise and her own career from biglaw to public service, a lot of what she had to say is relevant to legal marketing.  Here are some of my takeaways from the interview:

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30 Second Media Training for Podcast Guests

If you are invited to be a guest on a podcast:

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  • Limit your use of words or verbal fillers on this list.
  • Avoid using combinations of these words.
  • Understand that podcasts are not live and can be edited after the fact.
  • If you feel compelled to say one of these words while pausing to think, try breathing instead.

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Persistence in the Age of Email Marketing

3D render of a man pushing a rock up mountainIf marketing is important to your professional success, then you know the drill.  Other professionals are hard to reach.  You want to connect with potential referral sources.  You want to build your relationships with current and past clients.  You know how important it is to take the time to have coffee with individuals in your network.  But if you are like me, you also know that no one answers their phone and email messages often go unanswered. 

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What’s Your Story?

Good marketing involves good story telling.  This is true whether you are marketing yourself as a candidate for a new job, marketing your company to a prospective hire or marketing yourself as a professional looking to generate new business.

Telling a “good” story is not always easy for analytical professionals.   Lawyers, for example, are accustomed to “documenting” and being  “thorough”.   But good storytelling is not about being thorough.  If you want to craft a good story, one that will make your point and one that will be memorable, it is important to be selective.  Give the details which make your point.  Avoid the facts which dilute or potentially contradict the message.  It’s okay to be selective as long as you don’t distort the truth.

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