If I took the sum total of everything I learned about marketing and law school before I met Ben Glass and wrapped it up with a pretty bow and applied it in one super, duper burst of energy, I would be staring at my telephone saying, “Ring phone, ring”; then Ben Glass introduced me to the science of legal marketing, after 23 years of practicing law, I thought my education complete. Once upon a time, I began sending my clients a quarterly newsletter published by the ABA. Through ATLA, I discovered Newsletters Inc. and began using its newsletters instead. Then through Newsletters Inc., I discovered Ben Glass. One of your telephone interviewees (on CD) mentioned adding rejected clients to one’s mailing list. Wow! Ben has studied with the giants so I don’t have to spend a fortune trying to sort the wheat from the chaff. Ben introduces me to marketing experts; I get to pick and choose from the best in the country. And here is a secret: applying Ben’s marketing lessons is fun.
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.