“Legal Tech is the second most funded AI space behind engineering.”
Kardashians, Oreos, fuel-efficient cars, and corn? Where exactly is this conversation going? Mike Whelan, Jr., of Lawyer Forward and The Redline Podcast, talks shop with Nick Rishwain about what’s working, what’s not, and what legal tech companies should be focusing on when marketing to lawyers.
Mike makes his “theory of the case” that lawyers aren’t skeptical or cynical buyers; they’re just like us! Lawyers decide which products to buy based on exposure and trust, then backwards-rationalize with deep research. But most legal tech companies are stuck in the middle, aka the “dead zone.” There’s an infinite source of “pretty good” content with AI, yet not engaging enough to satisfy decision-makers and end users. And the celebrity partnerships circulating online may garner attention, but revenue is another story.
The solution? It’s simple, but radical for legal tech: find your business’ “theory of the case” and run two types of content simultaneously. You’ll have to watch the episode to learn what this means, but Mike backs his theories with case studies and the realities of legal tech sales cycles. Are you a founder marketing to lawyers and want to stop putting out content that disappears into the void? Listen to Mike and Nick on Episode 155!
Plus, if you liked his takes, Mike has a very special announcement at the end of the episode that’ll pique your interest!
More about Mike Whelan, Jr.
