This month, the LMA West Region is excited to feature Michael Silverstein, the Proposal & Business Intelligence Manager at Lewis Brisbois, a national, full-service law firm headquartered in Downtown Los Angeles. Michael is a member of the Los Angeles local group.
How did you get started in the legal marketing industry?
I had worked in marketing since graduating from college, in a number of industries, and found that many of them were being challenged by technology in ways that were not only disrupting their industries, but causing problems that even the greatest marketing couldn’t solve. I started seeing posts for marketing jobs at law firms, and thought that legal was an industry that, while certainly affected by technology, did not face the same issues as these other market sectors because so much of the legal business is based on the relationship between the lawyer and the client. I applied for a few legal marketing jobs and was hired for my first one in 2010.
What aspect of marketing & business development are you most passionate about?
I am most passionate about business development, specifically crafting customized pitches and proposals that best showcase why our firm is the right choice for the particular opportunity at hand, and why the client would be best served by choosing us. I enjoy working with the partners to learn the backstories to opportunities, and then creating materials that “speak the language” of the client.
What advice would you give to someone new to law firm marketing?
Don’t be intimidated by the partners – they’re just people.
What is the greatest challenge that legal marketers are currently facing?
Trying out new marketing strategies in the risk-averse environment of the law firm.
How has being a member of LMA impacted you in your profession?
Through LMA I have met lots of great people and learned a lot about trends in the industry, as well as how marketers at other firms have handled issues I have faced too. It’s always nice to know that you’re not alone and that the things that drive you crazy are driving other people crazy too.
What are your favorite things to do outside of work?
I love spending time with my family, baseball, the arts (especially film and theater), live music, reading, and exploring Los Angeles. I am also very involved with my synagogue, IKAR.