Ben Glass & Great Legal Marketing in Reston,Virginia

Great Legal Marketing

“A Parade of Moving Interest” was a phrase that Ben Glass explained to a packed room full of lawyers from around the country looking to stand out from the crowd. Unless you were a Dan Kennedy devotee, you most likely needed Ben’s explanation to understand the concept that a consumer or potential client isn’t looking for you or your legal services when they wake up in the morning.

How then do you market to a group of people who don’t need you now? That was the challenge that Ben attacked so well. On Friday night and Saturday morning, we were treated to Dan Kennedy talking about that exact issue. “How do you market to a group of people who inherently mistrust what you are and what you have to say?”

The answer was insightful. It took Ben and Dan hours to get to the bottom line and was well worth it.

Here’s my take-away from the conference:

You must build relationships. You must get people to like you and trust you. How do you do that? I’m glad you asked, because Ben, Tom Foster and Rem Jackson explained just that over the course of two days in Reston, Virginia.

The obvious way to build a relationship is with personal interaction. Absent that, the next best way is using video. There is no other media available that allows a prospective client to get to know you, like you and trust you, before they ever meet you. Lawyers can leverage video to maximize their time by creating one educational message that can be watched 10 times, 1000 times or 1 million times, all for the same exact cost of zero.

There was a new topic at GLM this year: Lawyers competing for prizes based upon worst marketing to best marketing. The competition was fierce.

Neil Goldstein, a PI attorney from Long Island gave a heart-rendering overview of how Ben helped him transform the way he practiced law and changed his life. Brian Mittman a disability attorney in Westchester, NY described a similar transformation, and created a humorous video about blog-talk-radio. An unusual competitor was Larry Weinstein, a CPA from Texas who showed us step-by-step what an incredible marketer he has become using the strategies and techniques used by Ben Glass, Dan Kennedy and Bill Glazer. Jason Epstein also explain his transformation. The last attorneys competing for a MacBook Pro or and iPad2 were Andy Garcia and Collin Phillips, PI attorneys from Massachusets. They created a video that spoofed the movie Social Network and was really funny. The winner of a new MacBook Pro? Phillips & Garcia!

I also need to mention four really smart lawyers who are clients of the Lawyers Video Studio who also attended GLM: Jack Carney-DeBord, a PI/Divorce attorney from Ohio; Brent Adams, a PI attorney from North Carolina; John Burns, a PI attorney from California and Joe Hanyon, a PI attorney from Pennsylvania.

For those of you who have never attended a GLM conference and simply buy the DVD’s to watch at home, let me tell you that you’re missing out big-time. The reason to go to a legal marketing conference like this is to hang out with smart lawyers. You begin to build relationships with like-minded lawyers who are looking to improve their marketing. At the seminar you’ll find many lawyers who love to share their ideas just by asking them. Talking to super smart legal marketers like Dave Frees, a Trusts and Estates attorney in Pennsylvania; Bob Battle, a DUI attorney from Northern Virginia, Jim Brown, a Bankruptcy lawyer and Charlie Hoffheimer, a divorce lawyer are worth everything. You can’t get that simply by listening to a DVD.

FYI- this was my third legal marketing seminar within a two month period. Become a marketing student, implement what you learn and watch what happens to your law practice. It works.

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During the videotaping, you would stop and correct us when we needed correcting. During the videotaping, you let us go along on topics that you felt were interesting that may not be direct to the point but would capture our audience. When we were shy a topic, you threw one out at us. When we needed to be given direction, you gave us that direction. I can only say to anybody who’s considering Gerry Oginski for this process, that there should be no one else that you should consider.

Andrew Siegel
Siegel & Coonerty, LLP