“Why Would You Go to a Legal Marketing Seminar?” an Attorney Asked Me Recently at Great Legal Marketing

Great Legal Marketing Super Conference October 2012

In October, I attended a two-day seminar in Virginia called Great Legal Marketing run by Ben Glass, Tom Foster and Rem Jackson. During one of the breaks, a newcomer to this event asked me why I came to this seminar if I already know so much about video marketing and lawyer marketing.

The question made me smile.

This attorney had heard about me and seen many of my videos. He knew I was very involved in helping lawyers market their practices using video. He could not fathom why, if I was not speaking to this large group of lawyers, would I spend the time, effort and energy to travel from my home in New York to Virginia to listen to people talking about legal marketing.

He also asked “Don’t you know everything that they’re talking about?”

Here was my reply.

I told him that anyone who has a closed mind and thinks they know everything is 100% wrong. The key to being successful is to always keep an open mind and recognize that there will always be people who are smarter than you and know more than you. The key is recognizing that you can always learn something new even when you know a lot and have been doing this a long time.

I have spoken at many Legal Marketing Seminars including Great Legal Marketing and readily admit that there is still much to learn.

I am an avid marketing student and eagerly attend every legal marketing and marketing seminar I can to learn and share with other like-minded people what they are doing, what is working and what is not working in their businesses. Really smart attorneys and entrepreneurs recognize that you can pick up one or two or even three tidbits of information that will dramatically change the way you market your business. Even incremental changes can occur by picking up new nuggets of information that you may have heard about before but were never receptive enough to implement at the time you heard it.

These questions came to me on day one of the seminar. I smiled inwardly, knowing that by the end of the second day I would have an entire list of action items to begin implementing the moment I got back on the plane to return to New York.

Needless to say, in the last hour of the seminar I compiled a list of 18 action items that I would begin implementing immediately.


Ironically, on day one, Tom Foster was telling the audience how important it was to capitalize on trends in the news. Needless to say, I eagerly took his advice as I always do, and the next morning created a video on a particularly horrific medical malpractice story out of Missouri involving a baby’s head that was decapitated during a botched delivery. Before I had left the conference that day, I e-mailed a sequence of action items that needed immediate attention. I knew these would be done within a week after returning from this eye opening seminar.

Remember, as attorneys, small-business owners and entrepreneurs, we are not in the business of the things we do. Instead, we are in the business of marketing what we do. “We are marketers who just happen to be in the business of selling legal services.” Keep that in mind the next time you go to a legal marketing seminar where you think you know it all. Keep an open mind and you will see how much more knowledge and information you will gain by listening and asking questions.

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I found Gerry’s approach to be a common sense approach to… what people are looking for. It’s not necessarily what we think our video should be, it’s really what people are searching for. Gerry’s made a study of how people search the web and what they need from lawyers and then he’s able to communicate that on video. That’s what I really found intriguing: the methodology by which we shoot the videos and the way that he communicates that methodology.

Joe Hanyon
MHK Attorneys