Curious About a Great Legal Marketing Membership? Learn More Below!

Ben Glass and his team at Great Legal Marketing work with an elite mix of attorneys from virtually every practice area from personal injury to bankruptcy and beyond. We are not for everyone, in fact, while we attract many who "want" to get better we know that only about 20% of any population will do the work necessary. The difference in results has nothing to do with where your law practice is located or how much experience you have. This is all about the choices that YOU make.

By joining Great Legal Marketing, attorneys like you discover and implement proven marketing and management strategies that have transformed all kinds of practices. You will discover how to build better referral relationship, improve your internet marketing, expand into new markets, better manage your employees, and so much more – this really is a “club” for success-minded attorneys who want more than just an average practice. We take pride in having members who are ambitious, motivated, and determined attorneys who understand that their law practice is also a business.

We have an exceptional track record of changing the lives of our members. We frequently hear reports of double- and triple-digit growth from our members. And the goal achieved don’t stop there. Our members have told us that being with Great Legal Marketing has given them their lives back so they can do what they really love in life. The power of our programs has also been credited with regular month-long vacations, turning 70-hour work weeks into a highly efficient 40 hours, saving marriages, significant weight loss, countless jobs created and even improved golf scores.

We want to help you create your own success story.

Below you will find answers to our top questions about a Great Legal Marketing membership. If you are interested in becoming a member, you can click the button below to purchase our introductory package.

Become A Gold Member!

How Does Great Legal Marketing Work?

Great Legal Marketing has three membership levels; Gold Marketers, Diamond Practice Builders, and MasterMind. Most attorneys start at the Gold Marketers level where they learn the basics of direct response marketing for attorneys. We provide our new members with templates, guides, and loads of other free materials to help them launch their very first marketing campaigns. After attorneys have achieved their first goal of getting more clients, they typically ascend to the Diamond Practice Builders membership.

Our Gold and Diamond programs are both monthly memberships that give you access to our materials and our marketing team. Gold members have access to our Chief Marketing Officer Charley Mann as well as access to the other Great Legal Marketing team for help with advertisements, marketing strategies, tracking, and other practice growth topics. Diamond members have more access to Ben Glass as well as access to the rest of our team.

Great Legal Marketing is NOT a done-for-you service. We are forever learners, and our members are as well. We help those attorneys who are ready to do the work needed to achieve the success they dream about for their practice.

Who Is Ben Glass?

Most people who meet attorney Ben Glass come to know him as a father of nine children (four of them adopted and five who still get on the school bus every morning), a small business advocate in Northern Virginia, a non-profit and charity supporter, and ex-marathon runner - in addition to being one of the most-reviewed attorneys in the area (see him on Avvo and Google).

Ben has spent his career practicing law in the courtrooms throughout Northern Virginia. He is a nationally recognized board-certified personal injury, medical malpractice, and disability insurance attorney in Fairfax, Virginia. He graduated from George Mason University School of Law in 1983 and has devoted his career to representing individuals against the insurance companies.

Through Ben’s experience in testing various marketing techniques for his own firm, he has discovered what truly works and has implemented his knowledge into the creation of Great Legal Marketing in 2005. Hundreds of lawyers in the United States and Canada have already joined Great Legal Marketing and are watching their practices take off.

How Do I Start A Great Legal Marketing Membership?

Great Legal Marketing's materials are not free. We have two monthly membership levels and one yearly membership level. The first step is to decide which membership level is right for you. Most attorneys start at the Gold Marketers level where they learn Great Legal Marketing's style of marketing. To start a Gold Marketers Membership, you need to purchase Practice Power Tools. Practice Power Tools is our introductory package that will kickstart your marketing journey and guide you through the first steps.

Attorneys who want a higher level of membership can start at our Diamond Practice Builder level. This is a good option if you are currently a gold member and want to enhance your membership, or you already own a successful law firm but need that extra edge. The process to start your Diamond membership is similar to starting our Gold membership. After you purchase our introductory toolkit, your Diamond membership will begin right away.

If you have been a Great Legal Marketing member before and already have our Practice Power Tools or Diamond Blueprint Package, you can reactivate your membership by calling (703)543-9677.

What is Included With a Great Legal Marketing Membership?

You can read the complete list of benefits that come with a Great Legal Marketing membership at Practice Power Tools is our introductory toolkit that kicks off your Gold Marketers membership, and you can receive the benefits listed as soon as you sign up.

A full Gold Marketers membership includes:

  • Monthly delivery of the Great Legal Marketing Journal: The Great Legal Marketing Journal is the monthly publication that all members receive. In the journal, you will find tips, tricks, and insight into new (and old) marketing topics and ideas.
  • Member Toolkits: Every Great Legal Marketing member gets an introductory toolkit to start their marketing journey. The Practice Power Tools kit is designed to help you launch your very first marketing campaign and orient you with our marketing ethics and values.
  • Monthly teleseminars with Charley Mann and Ben Glass: Each month Great Legal Marketing hosts three LIVE calls for members. Gold Members have access to the Gold Call with Charley Mann where you can learn about new, innovative strategies and rediscover old marketing ideas that will bring more leads to your law firm.
  • The Ultimate Referral Letter: Charley Mann created the best, and easiest, way to grow your referral list within a few weeks. The Ultimate Referral Letter package is available to all membership levels, and when used this letter will immediately grow your referral network and start getting you better leads right away.
  • Access to our many templates, guides, and tutorials: The Great Legal Marketing crew is always hard a work bringing you the latest and greatest in practice growth. We publish new guides and videos to help you achieve your goals.
  • The Fast Action Boot Camp: The Fast Action Boot Camp is a members-only event where you get one-on-one access to the whole Great Legal Marketing crew. This event is popular among members, and many members attend more than once! This event is FREE with membership!
  • Discount and Specials: Great Legal Marketing hosts a three-day Summit once a year in Washington D.C. You can learn more about the Great Legal Marketing Summit by visiting Gold and Diamond members receive discounts on tickets and on any products available in our web store.
  • Access to Our Exclusive Membership Website: We created a portal for our members to access all our materials. Everything we send you for membership can be found in digital form on the membership, plus other materials you can find nowhere else.
  • ...Plus Much More!

How Do I Learn More About Great Legal Marketing and Membership?

You can learn all about Great Legal Marketing by browsing this website and by visiting You can also fill out our contact form at the bottom of this page to ask a specific membership question. These messages are sent directly to the Great Legal Marketing team and we respond within 24 hours.

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  • How do I get client testimonials?

    When you give a client outstanding service, it doesn't mean they will automatically rush home to draft a glowing review of your firm and post it for all the world to see - most of the time, you've got to ask. There's no harm in asking a client for a testimonial as long as you're deserving of it. Clients who receive exceptional service from your law firm are usually very willing to give you a few sentences recapping their great experience.

    Once you have established a good relationship with a client and settled a case with them, you can request that they help your legal marketing by providing a client testimonial. Remind them that they don't need to include specific details of their case unless they're absolutely comfortable. The use of full names is preferred, but because of the sensitive nature of some practices, you may want to allow them to remain on a first-name-only basis.

    You don't need to badger them for a multi-page review; just ask for a 2-3 sentence short paragraph explaining how they felt through the entire legal process and how your office may have gone above and beyond their expectations. Some lawyers have even gone as far as to ask for video client testimonials, but not all clients are as quick to jump on the idea of talking on camera, so always offer both as an option. Also, only opt for video if that's already part of your legal marketing methods.

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business - 703-591-9829.

  • What does geo-specific mean for my website?

    When you're looking to attract local clients you'll need to use targeted website content to attract search engine queries looking for geo-specific search terms. Geo-specific refers to searches and content that are targeted toward a specific geographic location.

    In the world of legal websites, geo-specific searches are when a client types "Fairfax, VA personal injury attorney" into the search box as opposed to just "personal injury attorney". Most clients aren't willing to drive hours and hours to get to their attorney, so they're going to be searching for a lawyer in their home town.

    You need to develop targeted website content to capture these geo-specific search queries. Your articles and blogs should include references to local venues and landmarks, as well as city and suburb names as often as possible. The more local flavor your content contains, the more targeted your website content becomes for catching those geo-specific searches.

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business - (703) 591-9829.

  • How do I find community events to get involved with?

    Your local area probably has tons of community events going on every month and there's bound to be a town crier, community bulletin board or town website that has a listing of them all. Contacting your local leisure services, recreation department, or even the city hall should direct you to someone who can fill you in on what's going on and how to get involved.

    Put some careful thought into choosing what community events will most benefit your law firm's legal marketing strategy. Don't spread yourself thin trying to attend every community event; stick to the big ones like parades, festivals, and charity events.

    If you've got a niche legal marketing strategy, make sure you're capitalizing on that angle. Theme your parade float around your law firm's legal marketing niche. If you specialize in motorcycle accidents, make sure you've got bikers out there wearing your firm's logo on T-shirts and so on.

    Community events that connect to your practice area, such as fundraisers for the March of Dimes if you're a birth injury attorney, will connect you to the community, serve as philanthropy opportunities, and also tie into your legal marketing.

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business - 703-591-9829.

  • What's the difference between a keyword and a key phrase?

    A keyword is a single word that is used in web content to drive search engines to display their web page on the search engine results list. Key phrases are a longer string of words (phrase) that is more specific to the details of the website content. While both are important to search engine rankings, key phrases tend to help niche marketed lawyers to reach their ideal clients.

    Think about when a client searches for an attorney online. They're probably not just going to type in "attorney" they'll be more specific like "personal injury attorney". The single word is a keyword, and the 3 words are a key phrase. Key phrases are stronger because they eliminate all business law attorneys, divorce attorneys, and other non-personal injury attorneys from the search results.

    Your website content should be focusing on developing and commanding those key phrases that explain your legal marketing niche the best. Are you a personal injury attorney in Fairfax, VA that specializes in dog bite injuries? Your key phrases should reflect that, so when a potential client searches for "dog bite attorney Fairfax" you're relevant website content pops up.

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business - (703) 591-9829.

  • Why is niche marketing important?

    When you're not willing to take every case that comes in your office doors, you don't need to market to every client out there. Niche marketing allows you to advertise your legal services to only the clients you want to attract. By narrowing your legal marketing scope to target your ideal clients, you'll save yourself time and money.

    Fishermen cast a wide net when they're looking for any type of fish just to feed their family. But when you're fishing for a purpose, like sport, you're selecting only the lures or bait that are really going to attract the fish you want. Getting those ideal clients is much the same; you don't want to waste time hauling in a huge net of clients when you're going to turn most of those cases down.

    By creating a niche marketing plan you can devote your time and money to advertising in the places your ideal clients are most apt to look. You don't need to waste thousands of dollars on broad-spectrum marketing methods that make you waste time vetting unwanted clients. When you use niche marketing methods you may obtain a smaller volume of response, but a higher quality of ideal clients will come from that group.

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business - (703) 591-9829.

  • How do I find content for my blogs?

    The content you write about in your blog posts should be a bit varied from your website articles and press releases. A blog post is a bit more casual when it comes to writing style, meaning your topics can also be a bit more relaxed. Your blog content can come from anywhere - local news, your own website, and even just random topics that pop into your head.

    One of the best (and more entertaining) ways to find topics for a new blog post is to see what's going on in your legal world. Look around your local area for interesting news stories that relate to your practice area. Bringing changes in local legislation to the attention of your readers is a great way to not only do them a service by explaining the details in layman's terms, but also inspires discussion about those changes.

    Some lawyers use a blog post as a way to spotlight recent articles they've written. When you write an article, think about how to either condense the gist of it into a spotlight blog entry, or use the blog entry as a method of putting in information you had to omit from the actual article. Make sure you're linking to the article in your blog post so your readers are encouraged to stay on your website!

    You can also relay local news stories in your blog post, provided you cite the original source that reported on the event. Many personal injury attorneys do this with local traffic accident stories to help raise awareness of the types of accidents that can occur in their area. They also use this as a legal marketing tactic, as readers searching for that news story will now see their blog popping up on search results for the event.

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business - (703) 591-9829.

  • How do I valuate my time?

    Your time is the most valuable asset you have, so you should be careful on how you spend it. The first step in time management is to valuate your time, and that means taking stock of what you do during a typical work day.

    When you decide to valuate your time, decide on a day to notate what you do and how long you spend on each task
    . You don't need to get specific as to how long you spend on each e-mail you send, but just general timelines will do. Note that you spent from 10AM - 11AM checking e-mail, 11AM - 1PM working on the Johnson case, 1PM - 2PM eating lunch, etc.

    When you finish, you'll have a nice timeline of just where your time goes during the day. Then you can do a few things with it. You could average your billable hours (if you run that way) into your time and come up with a dollar amount as to what your daily activities are worth. I find this idea sort of silly, because unless you're running several different calculations and placing different value to different tasks, you know that the time spent checking e-mail isn't worth the time you used to research a case.

    The best time management is to use your data to cull out the activities and tasks that take up too much time and don't generate enough productivity,
    like e-mail. Take stock of what tasks are important in your day, and which aren't, and change your schedule. Valuate your time and determine which work is most beneficial, then make sure that's your priority for dividing your time.

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business, Contact us today - (703) 591-9829.

  • How do I pick good keywords?

    You can have the greatest lawyer website around and it'll be useless if no one can find it. Having good website keywords is critical to being found on Google, Bing, Yahoo and other search engines. Your clients are searching for specific terms, and you need to speak their search language to pick the right keywords.

    Ask current clients, non-lawyer friends and family how they would go about searching for your specific kind of legal help on an Internet search engine. You need to pay attention to how REAL people search, not robots. Don't think that just putting "personal injury attorney" as a keyword for your lawyer website is going to get you ranked on any first page of search engine results.

    Your lawyer website keywords should be specific, both in the areas you serve geographically and in the types of cases you handle. You're a personal injury attorney in Fairfax, VA who mostly deals with premises liability cases? Your lawyer website keywords should reflect that, like "Fairfax premises liability lawyer" or "North Virginia personal injury attorney"

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business - (703) 591-9829.

  • What's so good about online video?

    We've all got that friend who send us links to online videos of cute animals, crazy stunts, and the latest celebrity "oops" caught on tape. The world of online video has certainly changed the way we get news, entertainment, opinions, and learn new things.

    Online videos are a great way to show potential clients your law firm in the flesh. Most clients are much more comfortable dealing with an attorney they've seen and "met" through their legal marketing, rather than just blindly requesting their services. Many patients say they chose their doctor based on how personable he looked and sounded, and not so much on his professional credentials.

    Let's face it - we live in a world where appearances are a large part of how the public perceives us as professionals. If you can create an online video that accomplishes this, you're on the right legal marketing track. Clients like to see and hear who they're dealing with before making a decision to hire an attorney. They'll be much more comfortable setting up a consultation with you when they've already "met" you through your online video.

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business and contact Ben Glass today - (703) 591-9829.

  • How social should I get with social media?

    There's a fine line to walk for social media when it comes to interacting with your fans. While you definitely don't want to make your Facebook profile seem like just a newsfeed for your website updates, you also don't want to start posting embarrassing photos of the kids on there either.

    When deciding to use a social media profile as part of your legal marketing, you need to establish a happy medium for maintaining professionalism while still showing your clients you're a human being.
    Just like your blogs, you can use a more casual writing style to respond to comments on your posts. You should encourage response to your posts by posing questions to your fans, and make sure you monitor the response and reply in kind.

    But just as you're getting chatty with your fans on Facebook, remember that your social media profiles are part of your legal marketing and one facet of your Internet persona. Your social media profiles represent you on the Internet just as your name identifies your law firm, so you need to conduct yourself professionally at all times. If you get too personal, you can risk alienating fans and potential clients, or giving yourself a bad reputation on the Internet.

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business - 703-591-9829.

  • How do I write a legal guide if I'm not a writer?

    Having at least one legal guide to offer curious clients is an excellent way to showcase your expert knowledge in their legal matters and get those potential clients into your legal marketing contact list. The problem is, we're not all born writers with the time or skills to put our legal knowledge on paper.

    If you find yourself struggling to put together a legal guide, or know from the get-go that you just don't have the time, you can enlist the help of a professional writer to get the job done.

    There are plenty of writing services or even freelance writers who are more than willing to do the hard work of writing a legal guide for you. In many cases, there are companies that specialize in hiring out specific ghost writers experienced in legal writing. When looking for a ghost writer, make sure to review samples of their previous work, especially if they have some samples in your area of practice.

    Sometimes the writer will want to interview you so they can get a feel for your style and learn more about your particular legal topics. If you have a competent writer in your office, you may want to sit down with them and outline the basic information you want to put in your book, and then have them flesh it out into a readable legal guide on which you can proudly place your name.

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider it a step toward transforming your law firm into a successful and highly profitable business - 703-591-9829.

  • Why should I automate my legal marketing?

    Marketing automation is a key component of your legal marketing strategy if you want to create more free time for yourself. With the great advances in technology, daunting tasks like sending out 100s of newsletters or contacting your entire client list at once have been simplified to a few clicks of a button.

    In the past, if you wanted to do a monthly newsletter (which, yes, should be a part of your legal marketing) you had to hire an intern or office assistant to sit and print, stuff, stamp and mail 100s of envelopes. Now there are companies that do all this for you, or even better; e-newsletters which are completely digital. No need to hire extra help; all it takes now is you developing the content and putting the basic newsletter together - then let marketing automation handle the rest.

    Having good client database software is also a huge help to your marketing automation. Many of the better programs can allow you to mass-email your entire client list, or certain groups, whenever a necessary update is needed. Holidays and special occasions can be marked with a friendly e-mail; consistent correspondence with your clients is an integral part of your legal marketing.

    Once you can get some of the more tedious parts of your legal marketing running (without your interaction) through marketing automation, you'll find more free time to do other things. Don't be worried that things will fall apart without your constant attention - that leads to overstressing about unimportant details and loss of focus on the real issue: enjoying your life.

    There's a lot more to learn if you want to build your practice full of happy clients, reasonable hours and a 6-figure salary. Start by requesting a FREE copy of my marketing CD and report. Consider a step toward transforming your law firm into a successful and highly profitable business - 703-591-9829.

  • Ben, if your law practice is so successful, why do you teach marketing? Everywhere I turn, I see a new "lawyer marketing guru" running seminars offering products and sending e-mails "

    First, as my friend, Dan Kennedy, pointed out in a recent issue of his No B. S. Marketing Letter, "You are 100% right to question the proliferation of 'marketing and practice management gurus', but you ought to be very happy there are so many legitimate ones who have followed a path I laid out, to package up their successful methodology ... and make it available within those industries to peers."

    Second, you ask a fair question. The last few years have certainly seen an explosion of legal marketing and practice consultants, seminar and teleseminar givers and a variety of self-appointed and "certified" gurus selling themselves and their information to other lawyers. Many are not even lawyers. Some who are (or were) lawyers must sell their marketing services because incomes from their core businesses either never existed, have recently vanished or are slipping away. So, hey, why not be a marketing guru? They see others doing it, maybe even attend one or two of their seminars or marketing conferences to see what's going on, set up a website and, whammo, they are in business. Many have never actually risked a dime marketing and running their own law practices.

    Well, I definitely do not need your money this week to pay last week's bills and I've not created some big fat mess of overhead with staff and seminars and tele-seminars all over the place to support infrastructure, nor do I have the time or desire to send three e-mails a week, all pitching the next great thing (i..e., something else that I can sell you). You probably know my story by now. I am a practicing personal injury and medical malpractice attorney in Fairfax, Virginia. I started my own solo practice in 1995 after working for and with someone else for 12 years. I've got a small office about six miles from my house and just a couple of miles from the public high school where three of my kids have graduated and the other six will graduate at some point. I've been married to Sandi since 1981 and in addition to our five biological children, we've adopted four children from China. When I got the "entrepreneurial itch" and started my own practice, I had few cases, a "no fee if no recovery" Yellow Pages ad, and zero knowledge about how to market and build a law practice efficiently.

    I learned a few things quickly:

    1. Law is one of the most competitive businesses you could be engaged in.
    2. There are plenty of vultures out there trying to take your marketing dollar to get your name out there.
    3. The legal ethical theorists want you to make your marketing look just like everyone else's.
    4. Most lawyer marketing is either so bland as to be worthless or so tasteless as to be harmful to the rest of the hardworking profession.

    Fortunately, I was smart enough to understand that just copying what other lawyers were doing with their marketing would amount to nothing more than a huge gamble each month. I started looking at what other successful entrepreneurs were doing to build solid, profitable businesses. I discovered that the most successful business owners were great at marketing their businesses. These men and women simply made a decision to not play in the "we are the best, just choose us; please, oh, please" random chance marketing game.

    So I began to change they way I marketed my practice. It was a little scary at first because there was no proven model for this type of marketing for lawyers. I tried to find it! So I went out and spent hundreds of hours and spent tens of thousands of dollars to learn, implement and refine this new way of marketing for lawyers.

    I changed everything for my practice, from the message of the website right down to the language we use in speaking to new prospects. Because this had not been done before, it was a HUGE gamble for me.

    It worked.

    Today, over 26 years into a very successful law career, the practice thrives, in large part, because of a creative, interesting and compelling marketing program that not only puts my firm in front of other firms in my niche, but puts all of my marketing on autopilot so that I can focus my attention and creativity on turning good cases into great cases for my clients. I no longer worry about where the next case is coming from and, in fact, the most pressing day-to-day problem now is a "capacity problem." I guess I could grow the practice by hiring more people, but I kind of like it the way it is. I come and go as I like, love the clients that I have accepted into my practice and get home in time for dinner. Like I said above, I'm not about to bury myself in overhead if I don't have to.

    So why wouldn't I share what I was doing? Here's what was happening:

    Lawyers who began to take notice of my marketing and success would call to "pick my brain" or "take me to lunch" in order to get me to show them what I was doing. I enjoyed that for a while. (It was all about my ego!) As my practice got busier and busier and my marketing got more comprehensive, I learned that letting others drop by to "pick my brain" was a huge waste of my time. Most left, and as far as I could tell, they never changed anything. (Too much work, I guess.)

    A few, however, asked for more. One day, one of them offered me money to package up what I was doing and give it to them in a notebook. That sounded cool and I immediately jumped to the BIGGER idea: Taking that package and making it available to other lawyers. This would eliminate my having to spend hours on end explaining everything from A-Z, while at the same time permitting those who really want to invest in their marketing education to learn and prosper. This would be "win-win." I would make a little bit of money if they bought, and they could improve their practices if they studied and implemented.

    In October 2005, I made the "plunge," putting pencil to paper, and designed Great Legal Marketing. Just four months later, I offered my product to the marketplace by letting a few lawyers with whom I had corresponded over the years know what I was doing. I started small and was vastly underpriced. I began working with a small handful of lawyers and six months later we had our first in-person mastermind group meeting. There we were, eight of us around the table, sharing, for the first time, extraordinary marketing secrets that each of us uses in our own geographic and practice niches.

    I was off and running with Great Legal Marketing... but always in the context of a part-time business underneath a full-time law practice and a really full-time family life.

  • How come you only do two Seminars a year? Shouldn't you be showing up at the state Trial Lawyer or Bar Association events? When are you coming to my area?

    You are right, I'm not a regular on the lecture/seminar circuit. There are several reasons for this. First, I have no desire to travel extensively. Each time I am out of town, it's almost guaranteed that I'm going to miss some of the kids' sporting events or a play or a "back to school night." My family is my highest priority.

    Next, as I said before, I am a solo practitioner running a full time law practice. Yes, it helps tremendously to have lawyers from all over the country know who I am, refer me cases and help me track down experts, but the legal work still has to get done. I meet clients, take and defend depositions, handle mediations and try cases. I couldn't do that if I was showing up in a new city each week to do a seminar or speak at a conference.

    I have no interest in working THAT HARD in my part-time business.
    All of the Great Legal Marketing seminars are done right here in my backyard except for those rare occasions when I have to be in another city for some other reason and I decide to do a "mini seminar." With sold-out seminars each time I do them (including one done each year in northern Virginia in the middle of winter), there really is no reason for me to undertake the logistics necessary to travel around the country, nor to put up with the hassle and indignity of air travel.

    Lawyers travel from across the United States and Canada to northern Virginia -- what could be better for me than that? Also (and this will upset some people) I've just found that most of the lawyers who attend a CLE marketing seminar aren't THAT serious about getting better -- they are just "scratching their marketing itch."
    Anyone who knows me or has seen me speak publicly knows that I am passionate about helping lawyers improve their practices and their public images so that they can live more sane lives and be heroes to their families and clients.

    What little public speaking I do, I most definitely love. I have deliberately decided, however, to keep Great Legal Marketing simple and as small and manageable as possible. It is run on a part-time basis with several (very, very talented) part-time employees and virtual assistants. (One way I keep membership small is by not tolerating whiners. You whine and you are gone.) I love working with winners and I do tend to repel the losers.

    Finally, one last (but really cool) reason why I teach marketing and run Great Legal Marketing:
    I have hundreds of members of Great Legal Marketing who send me their best new marketing ideas and strategies, "compete" for mention in my newsletter and vie to be included in one of my elite mastermind groups. In other words, I have built a toll booth through which some of the most innovative new ideas in lawyer marketing and advertising pass. I take the best of the best of those ideas and test them in my own practice, refine them if need be, and share them with the rest of the membership. How cool is that?
    Finally, as you may guess, my part-time business not only makes my law practice more profitable (because I actually implement new ideas every day), but it is, in and of itself, enormously profitable. I am living the entrepreneurial life: I am maximizing my gifts and talents to provide something that the market believes is useful while maintaining a pretty balanced life. The lawyers who are members, including mastermind members who pay up to $25,000 per year to be in one of my groups, would not remain if they did not believe that they were getting tremendous value out of their association with me. Lawyers are, after all, highly skeptical; aren't they?

  • I'm a [insert your legal niche] lawyer, will your Marketing work for me?

    Only if you pay attention and apply what I teach you.

    I'm going to give you a deep, dark secret: Good marketing works across legal niches and, indeed, across industries. While I started Great Legal Marketing to be a source of information for personal injury attorneys (because that's what I am), we have attracted and now have coaching and mastermind members in virtually every consumer niche, including, for example:

    1. DUI and Reckless Driving (Bob Battle:
    2. Estate Planning (David Frees:
    3. Divorce and Family Law (Charlie Hofheimer,
    4. Product Liability (John Bisnar,
    5. Social Security Disability (Sharon Christie,
    6. Bankruptcy (Jim Brown,
    7. Criminal Law (Will Davis,
    8. International Immigration and Business (Vaughan de Kirby,
    9. ERISA Disability (Nancy Cavey,
    10. Workers Compensation (Michele Lewane,
    11. Franchise Law for Small Business (Charles Internicola,
    12. Maritime Law Brian Beckcom, (
    13. Child Injury Attorney (Jim Dodson,

  • What Type of Attorney is Great Legal Marketing Best Suited For?

    People who join Great Legal Marketing are lawyers in firms of 1-5 attorneys who generally fall into one of two types:

    The first is someone who, upon discovering me and what I do, usually by extensive use of Google and the search functions of YouTube, says to themselves, "I've found it! The place that I always hoped existed and knew I would find one day."

    These lawyers tend to be pretty successful at what they are doing already. They think about marketing a lot and have for years. What they tell me they have not been able to find in the past was the place or the person who was really able to show them something different, something that would take them to another level of success. These lawyers come to our events (most join our Coaching program before coming) and then they go home and implement.

    They find that no matter how good their practices and their marketing were before joining, there are "holes in the bucket" that they learn to fill. In order to fill the holes as fast as possible, they typically will move up to and get in the line to join one of my area-exclusive MasterMind groups.

    Truth be told, this type of lawyer represents less than 1% of the entire lawyer population in the country (but you know who you are).

    The second type of lawyer who joins Great Legal Marketing typically has an "OK" practice. They likely took a hit with the economy of the last few years. This lawyer tends to have good years and bad, but never breaks out with any really super years, let alone a long-lasting, dramatic change in income and lifestyle. This type of lawyer realizes they should learn a lot more about marketing. They've been to the state bar solo and small firm conferences, but didn't walk away with any concrete advice, let alone any plan for implementation.

    They may have tried a seminar run by some non-lawyer guru, but were put off by the disconnect they found in hearing stuff from the stage that they knew didn't apply to their practices.

    Some of the second type of lawyer will get it when they join. They will join our Coaching program at the conference and they'll go back and implement. They will resist the naysayers back at the office who like to continue to lead the comfortable, "we have pretty good years most of the time" type of practice and they will grow. They will grow economically. They will grow professionally. They will grow in the eyes of their families.

    But...some still won't do anything. They will hear a bunch of ideas. They will see real lawyers who have experienced rapid and profound growth, but they will never do anything to put themselves in that category.

    Maybe it's a part of being human. Maybe they feel that they must run a practice and continually put their own livelihood second to that of clients. Maybe they are too afraid to stand up to their peers back in their hometowns and explain why they have suddenly become a celebrity. Maybe they just like the sound of their own voices complaining about the economy.

    I don't know and I don't care. They are not my responsibility. I can't fix losers.

  • Who is the Great Legal Marketing Program NOT for?

    Since Great Legal Marketing began in February 2006, we've had a number of lawyers join, only to quit sometime in the first 12 months. 83.4% join and stay, but the profile of those who quit is pretty telling:

    • Please, don't join if you are on your last dollar and worry about whether you can turn the lights on next week. Implementation of marketing takes money. Your local bar association probably has a "20 things you can do to market your practice for free," but this isn't it. People who are broke and afraid tend to be looking for outright miracles and then they get really angry when I don't deliver a miracle. Not my kind of member.

    • Don't join if you think you are going to get a flood of cases next Tuesday. This is a ridiculous claim made by one well-known marketing "guru."

    • Don't join just to get our $4,000 marketing Toolkit that I send you when you join the coaching program. Sure, you can join for one month and keep the Toolkit, but you are obviously a loser and it's not going to help a person like you anyway.

    • Don't join if you have bought a whole bunch of marketing stuff in the past and it's still sitting, shrink wrapped, on your floor. Sure, I'd love your money' but I hate taking money from losers.

    • Some join just to get a discount at our next national marketing event. We can usually tell who they are going to be...they drive my staff crazy...ask for a ton of stuff that we don't give away, then quit, usually claiming"poverty."

    • Don't join if you expect that just because you joined you have "instant access" to me. While my mastermind members have great access, even they don't think they can send a Yellow Pages ad that's due next week or send me an email (as one now terminated coaching member recently did) with their web address and think that I'm going to give you a "website analysis"before"close of business" today.

    Remember, for me, it's Family, Law Practice, Great Legal Marketing Business.

  • Your Great Legal Marketing Program Looks Like a Ton of Work...Isn't there a Magic Bullet?

    Sorry, there's no real way around taking action. This is the way I see it. YOU don't have to be the one who DOES everything, but YOU do need to UNDERSTAND what you are doing. You can outsource almost everything except the THINKING and PLANNING of your marketing. Personally, I like to write a lot of copy and do a pretty good job of it. I plan all of my own videos and write my own newsletter. Truth be told, I also have virtual assistants around the world. They are each great at a specific task and, once trained, do an excellent job for me. MUST understand what business you are in. You are in the business of MARKETING your law practice. I know that isn't what they told you in law school...get over it. You can dispute gravity, too, but it won't help you when you are falling.

  • How come your monthly marketing newsletter isn't glossy like all of the "good" magazines?

    I've seen the fancy "marketing" and "practice management" magazines. They look really pretty...they really do.

    Mine is about ideas.

    Mine is for study.

    Mine is intended as a "take action"document. Each issue is packed with 16 pages of articles, ideas and exhibits. I cover everything from "marketing 101," to the very advanced techniques, to ethics. I also include eight pages of exhibits, many drawn from outside the legal industry, that I dissect and improve upon for you.

  • I've heard that there's too much stuff and that people are overwhelmed by your materials, especially that 'Toolkit" that new coaching members get free.

    I've heard that, too and, being someone who spends tens of thousands of dollars a year to improve my marketing and legal education, I don't get it...but I DO hear it.

    Here's my response: Do you really want to have the practice of your dreams and be more successful? Having the life of your dreams is much more than reading a few books, attending a few seminars, and hoping that things change. This is all about how you use your time and feed your mind. Most members spend a couple of hours a month implementing new ideas. Some, particularly in my mastermind groups, block out hours per day, some with their entire staffs, to change their lives. Life is a choice.

    The second point I would make is that you are welcome to use everything, and many do, but you are also welcome to use the material piecemeal. As long as you sit down and make a "marketing plan" that is right for you in your place in your career, then you can't but help be more successful.

  • Are you a part owner of or have any interest in Foster Web Marketing?

    No. I was Foster Web Marketing's ( first attorney website client (even before there was a Foster Web Marketing) and have been a client ever since.

    Tom Foster and I are great friends, consult regularly and mastermind (with Rem Jackson) on a quarterly basis, but I have no ownership interest in his company.

    That having been said, I do think that Tom's company is the best web development company for attorneys in the market. He offers the best combination of design, tools, and coaching that I've seen. As one member recently told me, if I left Foster Web Marketing, where would I go?

  • Typically, how large are the books you publish and what does it cost to publish them? Also, how do you typically determine a marketing budget?

    Most of the books that I and others across the country have published fall somewhere in the 30- to 60 page range. They are softbound books. Many of my members are using a publisher in Pennsylvania (Word Association Publishing) and typically you can make an initial order for a quantity of as few as 250. The first order, which includes formatting the book and designing a cover, costs somewhere around $1,000, plus approximately $2.50 per book. While pricing for additional orders varies by quantity, I am typically spending about $2.50 per book. The book can be written in a weekend, but most of my members take about 6 - 8 weeks to go from concept to finished products, based on my models.

    Determining a marketing budget is probably the wrong question to ask. What you will typically hear is that you should spend between 7 and 10 percent of gross revenues (or is it profits? I forget) on marketing. I think this is totally wrong. If for every dollar you spent you knew you would get back $1.50, how much money would you spend? The answer is you would spend all of the money you had and then you would borrow more. The teaching point is that it is the message which is important. Once you have engineered a good message and a system that will help you stand out in the crowd, then prove to people that you are the wise man or woman at the top of the mountain and then put every single contact into a database that is marketed to over and over, then you make more money and spend even more money on marketing.

    The ultimate object is to be able to outspend your competition, frankly. What the marketing vultures (i.e., the folks selling you the marketing) want you to do is to spend indiscriminately up to the "magic threshold" of 7 to 10 percent, or whatever it is. Once you have a system and you are tracking results, then you put more money into your winners and you drop your losers. One of the other lies of the marketing vultures is that you need to run an ad six, or ten, or thirty times in order to form an "impression" and to get people to remember you. Our rule is that if an ad doesn't work the first time, running it 30 times isn't going to make the ad any better. Since we are doing "direct response marketing," it is pretty easy to quickly tell whether you have found the right message to provoke the response.

    The other part about that question is what elements would you consider a part of a "marketing budget?" I spend $15,000 to $20,000 a year on my own education about marketing, primarily by being a part of several mastermind groups and attending high-level marketing and Internet seminars. So this is not money that is dollar-for-dollar going to buy marketing media, but it is money that typically returns to me at least five- or six fold every year. It is part of my marketing budget.