Want to transform your law firm's marketing without chasing endless tactics? Discover the five fundamental systems that create sustainable, profitable growth - regardless of your practice area.

Marketing a law firm shouldn't require constant platform-hopping or tactic-chasing. The truth is simpler: five core systems form the foundation of effective legal marketing, and most firms are missing at least one crucial piece of this puzzle.

The first pillar is a robust client attraction system that goes beyond generic "call now" buttons. While this works for some immediate-need cases, it misses a significant segment of potential clients still gathering information. By offering valuable lead magnets like downloadable guides or books, you capture contact information while establishing expertise. As one client memorably put it, "We hired you because you wrote the book."

But attraction means nothing without conversion. The shocking reality? Most firms could increase their client base by 15-40% without spending an additional dollar on advertising - simply by improving phone skills and follow-up procedures. When we called back six months of "ghosted" prospects, we signed 25 new cases in a single month - triple our usual rate. Gold is hiding in your database.

The remaining systems focus on leveraging existing relationships: systematically collecting online reviews (and repurposing them creatively), cultivating client evangelists through personalized appreciation, and developing professional referral networks that deliver cases at a fraction of direct-acquisition costs.

The math is compelling: While Google ads might cost $2,500-3,000 per case acquisition, targeted referral marketing can generate multiple cases monthly for significantly less investment. The question becomes: where should your next marketing dollar go?

Ready to implement these systems in your practice? Start small, but start today. The resulting framework will generate quality leads while maximizing your marketing ROI, creating a firm you genuinely enjoy showing up to on Mondays.

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

Want to connect with Brian?

Follow Brian on Instagram: @thebrianglass
Connect on LinkedIn

Looking to accelerate your law firm's growth? Forget the slow grind of traditional marketing. Firm acquisitions might be your smartest strategic move.

In this eye-opening conversation from the 2024 Great Legal Marketing Summit, attorneys Ed Alexander and Jonathan Hawkins—who have closed 24 law firm deals since January 2023—reveal why buying an existing practice delivers faster growth, instant client acquisition, and remarkable ROI potential of 33-40%.

We're facing an unprecedented moment: as baby boomers retire, $5.1 trillion in business value (including countless law practices) will change hands. For forward-thinking attorneys, this creates extraordinary opportunities to acquire established revenue streams and apply superior business systems for dramatic growth.

The speakers break down everything you need to know about law firm transactions: which types of firms are most valuable, how valuations actually work, what makes a practice truly sellable, and real deal structures they've used to close successful transactions. They distinguish between "process firms" (high-volume, systems-driven), "relationship firms" (ongoing client engagement), and "brain surgery firms" (bet-the-farm matters)—each requiring different acquisition approaches and commanding different values.

Whether you're looking to grow through strategic acquisition or preparing your own firm for eventual sale, this episode delivers crucial insights about maximizing value. You'll learn why the less owner-dependent your practice is, the more valuable it becomes, and why starting exit planning 5-10 years in advance gives you the runway to build a truly valuable asset.

Ready to transform your growth trajectory or create a valuable asset you can monetize down the road? This conversation gives you the roadmap to make it happen. Subscribe now and discover why the most successful attorneys are thinking beyond marketing to build practices they can truly capitalize on.

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

Want to connect with Brian?

Follow Brian on Instagram: @thebrianglass
Connect on LinkedIn

Your unique selling proposition isn't about legal brilliance or technical skill—it's about understanding why clients choose you over everyone else, including doing nothing at all.

Most lawyers recoil at the concept of creating a unique selling proposition. "We're all the same," they say, pointing to identical services across their practice area. But as this episode reveals, standing out doesn't require reinventing legal services—it's about claiming and communicating what you already do in ways competitors haven't.

Through compelling examples from both inside and outside the legal industry, we explore how companies like Domino's Pizza, Zappos, and Coors built market dominance not by being fundamentally different, but by being the first to make aspects of their service explicit promises to customers. Similarly, law firms can differentiate by focusing on client experience, post-retainer engagement, and consistently communicating their process in client-friendly language.

The most powerful insight? Your unique selling proposition is simply the "because" when someone asks your client why they chose your firm. It's not about being unique—it's about giving clients clarity on what matters most to them. By examining the services you're already providing and identifying which ones speak directly to your ideal clients' needs, you can craft marketing that resonates without changing anything about your practice. Whether it's making the process "drop-dead simple" for busy professionals or promising exceptional responsiveness, the opportunity to stand out exists for every law firm willing to claim it.

Ready to develop your own standout marketing? Check out Renegade Lawyer Marketing at renegadelawyermarketing.com and join us at the Great Legal Marketing Summit this October to transform how potential clients see your practice.

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

Want to connect with Brian?

Follow Brian on Instagram: @thebrianglass
Connect on LinkedIn

What if you could transform your law practice by first transforming how you view yourself? In this electrifying keynote from the Great Legal Marketing Summit, renowned mindset coach Lee Milteer challenges lawyers to see themselves as the heroes they truly are.

"You've got to decide that you're going to squeeze every ounce of juice out of this life," Milteer declares, setting the stage for a profound exploration of how our internal beliefs shape our external reality. Drawing from her fascinating personal journey—including being mistakenly detained as a spy in Israel where a lawyer became her hero—Milteer delivers practical wisdom for attorneys seeking more fulfillment and success.

The presentation dives deep into the difference between fixed and growth mindsets, revealing how the way we talk to ourselves literally programs our future. Milteer offers powerful techniques like writing goals in past, present, and future tense simultaneously to trick your brain into believing success has already happened. She introduces the concept of five essential "currencies" we must manage wisely: mental, physical, emotional, spiritual, and financial energy.

Most importantly, Milteer positions lawyers as "alchemists" and "warriors" capable of transforming both their own lives and their clients'. She demolishes the myth that we need permission to pursue our dreams, urging listeners to stop accepting the "crumbs of life" when they deserve the whole loaf. Through specific morning rituals, daily affirmations, and strategic visualization practices, she provides a roadmap for reclaiming personal power.

Whether you're struggling with burnout, seeking greater profitability, or simply wanting to fall back in love with your practice, this episode delivers the mindset shifts needed to design a legal career that energizes rather than depletes you. Ready to transform your relationship with your work? Listen now, then join us at the upcoming Great Legal Marketing Summit this October 23-25. Get your tickets today at glmsummit.com.

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

Want to connect with Brian?

Follow Brian on Instagram: @thebrianglass
Connect on LinkedIn

Technology should empower—not replace—meaningful client connections in the legal profession. At Hona's Disrupt Conference, the prevailing wisdom wasn't about using AI to minimize client interactions, but rather leveraging automation to create more time for genuine human connection. As Josh Sanford of Lexamica powerfully stated, the goal should be to "waste more time on the phone with clients" so that when critical decisions arise, they trust your guidance.

The most innovative law firms are implementing strategic approaches to enhance client touchpoints. Attorney Ethan Ostroff has introduced a dedicated scheduler position focused solely on client contact and document collection. This overseas virtual role significantly increases client communication, which consistently correlates with better case outcomes and satisfaction. When clients feel connected to their representation, they follow medical recommendations more consistently and ultimately leave more positive reviews—regardless of the case result.

Automation tools are evolving to support deeper client relationships. Hona's platform now offers regular push notifications asking clients about experiences that won't appear in medical records. This accomplishes multiple goals: clients document relevant information in real-time rather than trying to recall details months later; attorneys gather richer case data; and there's a clear record of client engagement. Similarly, implementing early TBI screening helps identify symptoms clients might not initially report to doctors, potentially strengthening case documentation.

A critical insight for any law firm: stay current with your existing technology stack before purchasing new solutions. Products continuously evolve after purchase, and firms often miss valuable new features simply because no one is designated to maintain regular contact with account representatives or attend product updates. The functionality you need may already be available in tools you're paying for.

As the legal landscape evolves with AI and automation handling routine tasks, firms that differentiate themselves through empathy and relationship-building will thrive. The future belongs to lawyers who leverage technology to handle mechanical aspects while dedicating their newly available time to the human elements of legal practice that truly matter to clients.

Looking to grow your practice? Join us at the Great Legal Marketing Summit (October 23-25 in Fairfax, Virginia) where experts like Dan Kennedy, Jay Berkowitz, Jason Hennessey, and more will share cutting-edge strategies for law firm growth. Grab your tickets at glmsummit.com and position your firm for success in this rapidly changing legal landscape.

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

Want to connect with Brian?

Follow Brian on Instagram: @thebrianglass
Connect on LinkedIn

Tifiny Swedensky shares her expertise as a fractional CMO for law firms, revealing the essential roles, strategies, and metrics needed to build an effective marketing department that consistently delivers results.

• The six key roles every growing law firm marketing department needs
• Why having a dedicated intake manager is critical for converting leads
• How to structure a smaller four-person marketing team for maximum effectiveness
• The importance of consistent weekly marketing tasks like social posts, newsletters, and content
• Why output beats perfection in legal marketing
• How to properly allocate your marketing team's time (50% routine tasks, 10% data, 40% unique initiatives)
• Why attribution in marketing is often misleading
• Top marketing strategies for 2024 including Facebook retargeting, local service ads, and community events
• Essential marketing tools and technologies for law firm marketing departments
• The value of marketing director mastermind groups for sharing ideas and resources

Grab your tickets for Tif’s event at special pricing for LBTB listeners here: https://www.sharpcookiedev.com/sharp-marketing-seminar-glm/

Visit sharpcookiemarketing.com to learn more about Tiffany's marketing director mastermind program and marketing audits for law firms.

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

Want to connect with Brian?

Follow Brian on Instagram: @thebrianglass
Connect on LinkedIn

What if I told you the secret to delivering exceptional client experiences in your law firm isn't working harder—it's working smarter through thoughtful automation? In this eye-opening presentation from the HONA Disrupt Festival, Brian Glass shares how his Virginia-based personal injury practice achieved 400% growth by combining cutting-edge automation with deep human connection.

When COVID-19 hit, the traditional client engagement model collapsed overnight. No more in-person consultations. No more handshakes. Just voices on phones and faces on screens. For many firms, this created a devastating disconnect with clients. But for Brian's team, it sparked an innovation opportunity: using technology to become more human, not less.

Brian pulls back the curtain on his firm's client journey, contrasting "good automation" that feels warm and anticipatory with "bad automation" that feels cold and transactional. The difference is striking. From personalized video messages that address clients' unspoken fears to "shock and awe" welcome boxes that arrive at clients' homes within days of signing, these touchpoints create the emotional foundation for trust throughout the case lifecycle.

The most powerful insight? Clients don't judge law firms primarily on case results—they judge them on communication. A staggering 50% of malpractice claims involve communication failures, not competency issues. This explains why a firm can secure an objectively excellent settlement yet still receive scathing reviews if the client's emotional journey wasn't properly managed.

Brian's approach has yielded not just remarkable growth, but something even more valuable: clients who feel genuinely cared for during one of life's most stressful experiences. By automating the redundant, his team maximizes the personal, creating space for the empathy that distinguishes exceptional client service from merely adequate representation.

Ready to transform your practice through automation that enhances humanity rather than diminishes it? Discover how to create systems that free your mental bandwidth for the high-value work only you can do, while still delivering the consistent, caring communication your clients crave.

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

Want to connect with Brian?

Follow Brian on Instagram: @thebrianglass
Connect on LinkedIn

What happens when a burned-out litigator walks away from the courtroom—not to retire, but to build something better?

In this episode, Brian Glass sits down with Chicago-based attorney Jonathan Merel, who left a toxic law firm with no business plan, a second baby on the way, and a recession looming—just to prove he could build something human, modern, and meaningful. Sixteen years later, he leads a thriving 20-attorney practice that's redefining what family law can look like.

Jonathan shares the exact mindset shifts that took him from solo grinder to law firm CEO, how hiring a divorce coach transformed his client experience, and why emotional burnout is the silent killer in legal careers. From talent retention and marketing mistakes to automation, AI hesitations, and managing client expectations, this conversation pulls back the curtain on what it really takes to scale with soul.

If you’ve ever felt torn between practicing law and building a business—or wondered if it’s possible to grow without selling your sanity—this episode is your permission slip to think bigger.

To learn more about Jonathan or connect with his firm, visit www.merelfamilylaw.com or find him on LinkedIn: Jonathan Merel

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

Want to connect with Brian?

Follow Brian on Instagram: @thebrianglass
Connect on LinkedIn