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From North Carolina Personal Injury and Medical Malpractice Attorney Brent Adams: “We Lawyers Are Also Egomaniacs”
We lawyers are big copycats. It took lawyers twenty years after the Bates decision (which allowed lawyers to advertise) before lawyers began to advertise to any significant degree. Why? It is because we are all copycats. We copied the conduct of the established blue blood, silk-stocking lawyers who (even after the Bates decision) looked down their nose at lawyer advertisers. Ben Glass teaches us not to be copycats. He teaches us to look around to see what all the other lawyers are doing and to do the opposite. In order to stand out from the crowd, you must be different. Ben teaches us how to stand out and how to do things differently which leads to a better practice, more money, and a better lifestyle. For instance, he notes that you can go to any phone book in any city in our country and look in the phone book to see that lawyer’s ads are all the same. We could substitute the names of the law firms in the various ads and it would make no difference. None of the ads stand out. Ben teaches us how to draft telephone book advertising which stands out and differentiates us from the crowd. He teaches us that our ads do not have to be large to be effective. We lawyers are also egomaniacs. We think that we have all the answers. Ben teaches us that is wrong. We should look to other industries and professions to see how they do it, what works for them, to see how they make money, and to see how they succeed. Ben teaches us to borrow ideas and methods from other businesses and apply those successful methods to our practice. He has shown us that there are many commonalities that we share with all other businesses and that we can adapt their methods in our practices to make us more successful. It may be true that our law school professors taught us to “think like lawyers.” However, that is not necessarily good. It is more important to “think”. Ben shows us that it is important to think about how other industries succeed and to open our minds to new ideas and methods, to expand our imaginations, and to embrace new methods of thinking.We can all go broke “thinking like a lawyer.” We lawyers are also great procrastinators. Ben teaches us to “do it now.” Try new things, NOW. Even if it does not work, it is our failures that add to our body of knowledge and help us progress towards the ideas and methods that WILL work. The advantage that we small firm lawyers have over the mega-sized law firms is that we can turn on a dime, abandon the things that do not work, and embrace new things. Ben teaches us to exploit that advantage to the fullest. We lawyers have a terminal case of tunnel vision. We tend to focus on one area of practice, manner of doing things, habits, and customs and ignore the entire rest of the world. Ben removes the blinders from our eyes and allows us to see the world of law practice and life in general with a wide panoramic view. He teaches us to ask “why”and “why not.” Why can’t wedo things differently? Why is the way we have done things for years the best way? Why can’t we change? Why can’t we be better? Why can’t we have greater income and work less hours? We lawyers are miserable workaholics. We all tend to be “type A” personalities driven to achieve. The problem is that, somewhere around the second year of law school, we focus on achieving the wrong things. More cases, more briefs, more deadlines, more trials, more clients... and for what? Ben teaches us to step back, take a look at our lives, and examine what is important. He teaches us that we can have a successful practice without working sixteen hour days. Ben teaches us to focus on what is really important in life and, more importantly, how to find the time to achieve and enjoy those important things. Ben is a master at eliminating time-draining vampires. By doing so, we all have more time to live life the way it should be lived. Ben’s materials provide a step-by-step guide to completely eliminating (or at least reducing) the five handicaps named above which we lawyers have and which prevent us from having a good quality lifestyle. While Ben will teach you about marketing, you will also learn how to make lifestyle changes which will greatly enhance your life and the lives of your family. Many who teach marketing to lawyers are not lawyers themselves. It is important that Ben is a lawyer. However, Ben is not just another lawyer. He is one of the premiere lawyers in his area of practice. Ben is on the cutting edge of new developments in the legal world and has taught lawyers throughout the country not only marketing techniques, but also new and creative innovations in the successful practice of law. It is important that we receive our marketing advice from an accomplished lawyer, not just an advertising man who does not know a tort from a doughnut. I highly recommend Ben’s toolkit, his seminars, and all of the materials which he generates so prolifically. Do not buy his materials, however, unless you are prepared to live a better life, have a more successful practice, and prudently manage more money than you ever imagined would come to you through your law practice.Brent Adams | Personal Injury, Medical Malpractice | North Carolina
Ben has studied with the giants so I don’t have to spend a fortune trying to sort the wheat from the chaff
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.Gary Rosenberg | Personal Injury | New York
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.
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.Ed Geary | Criminal Law | Oklahoma
Ten Ways Ben has Underpromised and Overdelievered
I am an original Platinum Mastermind Group Member of Great Legal Marketing. Through the continued help of Ben we have achieved the following results: First page placement on Google and several first listings for our key words. Before Ben, we did not even have a website. Completely changing our marketing campaigns to emphasize education and information-based marketing. Publishing a “free” book and several others on the way to promote that campaign. Record gross revenues and profits. A mailing list of past clients, friends, and phone contacts to help grow our “herd”. A steady stream of new ideas that I can pick and choose to adapt to my practice. The ability to brainstorm new ideas and concepts with an intelligent group of like-minded individuals. For the first time I feel I have control over my law practice. Critique of my advertisements before I spend a lot of money. Peer pressure to actually get the work done!Charles E. Boyk | Personal Injury, Workers Compensation | Ohio
“Your Toolkit was the best present we could have given ourselves — and our firm.”
My husband and I purchased the Toolkit as a Christmas present to ourselves (we run a small PI firm in rural PA). While we haven’t yet made it thru all the materials, you have already inspired us to revamp our incredibly boring newsletter, to actively work on increasing our mailing list and to create and implement unique direct mainlining ideas. Admittedly, we are overwhelmed by most of what we want to do after reading your materials; we just keep reminding ourselves that we can do it all, we just have to take baby steps as we get started. We’ve also begun a fantastic relationship with Newsletters Inc. (purchased pamphlets already; they are designing a “free auto review” postcard for us) and I’ve contacted Foster web design for help in establishing a web presence. Your Toolkit was the best present we could have given ourselves — and our firm. Thank you for putting together such a common-sense “you can do this and here’s how it’s done” program. Months later, Carrie and her husband, Jim, drove down to Fairfax for Great Legal Marketing National Summit; this is the letter we got later, pointing out that what we do is not all about marketing, it’s about life. Hello Ben, It was great to meet you at the Conference. Since returning home, we’ve implemented many of the tactics you and others showed us: for example, Jim now works only 4 days per week (Fridays are now “Dad’s Day” with the girls) and we no longer accept unscheduled phone calls (at first our staff thought we were crazy, but now everyone realizes that this actually streamlines everyone’s time — no more playing phone tag, dodging calls, etc.). In general, we valued every moment of the Conference and were mightily impressed with the caliber of the entire event — from the speakers, the accommodations, heck, even the quality of paper you used to print the materials — it was all top notch. And getting to meet a rock star was just the icing on the cake. Thanks again for a superb Conference.Carrie and Jim Carroll | Personal Injury | Pennsylvania
Inspiring Quotes from GLM Members
In a marketing slump? Find out what other attorneys have done to completely change their lives and refresh their marketing.