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In this episode, Steve Richardson, founder of Richardson Law Offices, shares his insights on communication and persuasion skills that are not taught in law school. He emphasizes the importance of speaking to non-lawyers in a way that resonates with them emotionally. Steve also discusses the evolution of marketing in the legal field and the power of information-based direct marketing. He highlights the significance of building and nurturing a list and the benefits of automation and AI in marketing. Steve provides valuable advice on balancing automation and DIY marketing and shares his recommended resources for further learning.