Leigh Kessler, a former nationally touring headline comedian and frequent speaker on branding, fundraising, data and technology, will present a session at the 2019 LMA Northeast Regional Conference on, “What Lawyers and Law Firms Can Learn About Building an Authentic Brand from Stand-Up Comedy.”
Leigh has appeared on numerous TV shows including VH1's "Best Week Ever," CNN's "Showbiz Tonight," Discovery Channel & Sirius Radio. Over the past 15 years, he has also overseen and informed research and branding strategies for well-known brands, including McKinsey, the Metropolitan Museum of Art and the NFL.
An experienced marketer in startup technology, he has led CRM companies Motionsoft and BIS Global, makers of CharityEngine, to seven-time recognition on Inc. Magazine's list of America's Fastest Growing Private Companies.
We asked Leigh to tell us more about his session. We hope to see you in Brooklyn – register today for the best rate!
Your session offers an interesting take on a vital topic. What can attendees expect from your session?
As a marketer, you need to understand what your firm or company brings to the table that your competitors can’t. You need to be very introspective to recognize why you are authentically unique and compelling so it comes through in your communications, whether on your website or in new business pitches. That’s not easy for most people.
My session on stand-up is fun and enlightening because, while I take audiences on a fun walk through the fascinating world of stand-up comedians and dissect comedians as authentically differentiated brands, attendees come out with a better understanding of their own unique and specific differentiators based not on who they should “act like” but who they are and why that brings value to clients. It’s great for legal marketers tasked with marketing their firms, but it’s just as valuable for anyone tasked with business development – especially those who hate the “sales” side of their jobs but love the work.
Why did you submit to present at the conference?
I truly grew up in the world of building a law firm, watching my dad grow his law practice from him and three others into a globally recognized intellectual property firm of 130 attorneys and 220 professional staff (Sterne, Kessler, Goldstein & Fox for anyone in the IP world!).
As a marketing professional and stand-up comedian, I recognize now that the things that made his firm successful – a focus on a specific niche, an understanding of their strengths and weaknesses as individuals in the context of a team, and most importantly, an innate and personal connection to their work – are the foundation for every successful and sustainable business brand, be it legal practices, technology companies or stand-up comedians.
What are you hoping attendees learn from your session?
I hope attendees will walk away with a better understanding of how to sell and market their authentic and unique differentiators, be it as a firm or on a personal level.
While that is much easier said than done, I find when you present it to people in the fun world of stand-up comedy, they learn the lessons in an entertaining way, but then walk away excited and ready to apply those lessons to their own work.