There have been a number of movies and TV shows; three of which immediately come to mind are the movies: “The X-Men,” “The Matrix,” and the TV show “Heroes,” in which the premise is that there are people with superpowers among us without the rest of us realizing it. This is how I felt about your “GLM Superconference” — that I was let in on this amazing meeting of super legal marketers. The things that you are doing and teaching are so advanced and so much on the cutting edge, I have a huge advantage over my competitors.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.