BE THAT LAWYER Michael Liebowitz: Articulation in Marketing and Business Development
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Dec 7, 2023 Michael Liebowitz, Principal at Magnetic Mind Studio, specializes in crafting compelling marketing messages for consultants and founders. He emphasizes the personal nature of business relationships and how behavioral neurology influences client decisions. Liebowitz shares insights on belief alignment in messaging, stressing the importance of articulating the outcomes and core beliefs that resonate with clients. He warns against the common mistake of focusing on what businesses do rather than the meaning behind it, urging a more authentic, emotional connection in marketing.
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IP Attorney's Money Message
- Michael Liebowitz discussed an IP attorney who focused on maximizing client's monetary rewards from IP.
- This reframed the conversation from protection to profit, resonating with clients' desire for financial gain.
Cooking Gadgets and Showing Off
- Michael Liebowitz shared an example of a cooking gadget company.
- Their belief, "it's fun to show off," translated into marketing that resonated with customers' desire to be the "star of the dinner party."
Communicate Beliefs and Outcomes
- Lawyers should communicate the outcome and belief system behind their work.
- Focusing on beliefs, like an estate plan enabling continued care for loved ones, resonates more deeply than simply listing services.