I’ve looked at a lot of lawyer marketing materials, most written by non-lawyers who really have no idea of what pressures we all face running a law office, especially in this era of tort reform. Ben Glass really talks to everyone of us because he actually runs a profitable and growing personal injury practice. Having the opportunity to look over his shoulder to see how he markets his firm will be of immense value to any personal injury lawyer. You won’t find this information in any of the standard “How to Build Your Personal Injury Practice” books. From what I’ve seen, Ben is “the top marketing expert” for personal injury attorneys, which is evidenced by the fact that his keen insight is based on real world experience instead of theory. The wealth of knowledge Ben has about marketing is something that should be sought after by any personal injury attorney who is serious about improving his or her practice as quickly as possible, without having to experience all the dangerous and expensive pitfalls most lawyers have to navigate.
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.