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- Hi, it's Dave Lorenzo, and today I want to give you the three qualities that are the most important qualities for your next law firm marketing director. That's right, these are the three qualities that you must have in your next law firm marketing director, and they're not what you think. Quality number one is that your next law firm marketing director must have experience working in an industry outside the practice of law. I know, that sounds crazy, right, (makes soft explosion), your mind is blown because you're looking to hire someone who knows exactly what to do. The problem is, what you think is exactly what to do isn't exactly what to do. You need someone who thinks like your clients. The best place you can go to look for a law firm marketing director is in your main client's industry. So, for example, if you are a law firm that works in the business-to-business community, and you work with a lot of people in the oil and gas industry, look to the oil and gas industry for your law firm marketing director. If you have clients spread out across multiple industries, hire the most sophisticated law firm marketing director you can from an industry that you service. It is a bad idea to hire someone who has 30 years or 20 years of experience in law firm marketing because they're jaded, and they're only focused on what law firms normally do. They don't know how to get inside the mind of your client. So, you need to look for someone who's worked in a target client's industry as your law firm marketing director. Quality number two in a law firm marketing director should be that they have experience with sales. You think of law firm marketing as the shortest path to attracting the most clients possible. However, law firm marketing directors are usually branding people. They will spend hours and weeks and months on logo selection, on website design, and on stationery and business cards. Sure, those things are important, but that's easy, entry-level graphic design work. You can have someone do that on an outsource basis. Your law firm marketing director must be able to teach your attorneys how to make a direct connection with clients, and how to create persuasive presentations and write in a way that will resonate with clients. This is what sales executives do. Your law firm marketing director must have sales experience somewhere in their background. They should have been either a sales manager, a sales director or VP of sales, or they should have been a salesperson themselves. I don't care if they sold vacuum cleaners. Interfacing with clients in a one-on-one way gives your law firm marketing director intense credibility. It's huge with the attorneys in your firm. Your law firm marketing director should have sales experience somewhere in their background. Finally, the third quality that is most important in a law firm marketing director is they have to demonstrate a comprehensive understanding of direct response marketing. I mentioned branding and advertising a moment ago. You can go through and find people to help you with branding and advertising, and you can evaluate that yourself, as the managing partner of a law firm. Your law firm marketing director has to understand how to create marketing pieces that motivate people to take action. This is called direct response marketing. And your law firm marketing director must have the skills to motivate people from a speaking standpoint. They have to be able to give speeches that will motivate people in the audience to request information about the firm. They also have to be able to write in a compelling way that will motivate people to request more information. Your law firm marketing director should not only be a leader, they should also be a practitioner. And that's why experience with direct response marketing is imperative. I'm Dave Lorenzo. For the last 13 years, I've worked with hundreds and hundreds of firms, and thousands of lawyers in developing these qualities in their law firm marketing directors. I want you to do the same thing. So, if you need help in looking for, evaluating, recruiting, hiring, retaining and training a law firm marketing director, give me a call. My telephone number is 888-444-5150. That's 888-444-5150. I want to help you hire your next law firm marketing director, but more importantly, once they're hired, I want to help you train them and develop a good strategy for your firm, leveraging their capabilities. Until next time, I'm Dave Lorenzo, and I'll see you right back here on my YouTube channel, the Dave Lorenzo Daily, where we deliver a great law firm marketing and relationship-based sales tip every single day. (pulsating electronic music)