110: Bold Shirts and Big Success: Gary Sarner “The Law Firm Radio Guy”

Today I welcome Gary Sarner, the Loud Shirted Legal Radio Guy who has made his mark with legal advertising through radio. With over 35 years in the industry, Gary transitioned from a young radio salesman to running his own agency, ROI 360+, which helps law firms expand their client base through innovative and authentic marketing strategies. Gary shares how proper branding, unique storytelling, and community engagement are critical to success, particularly in the legal world.

We also dive into the impact of social media in the legal world and how Gary’s personal branding (like his signature loud shirts!) and bold approach to networking have helped him stand out. Plus, Gary recounts memorable moments from his career, including his first sales pitch and the creation of unique branding and positioning and well-known taglines like “Your case is my cause.” 

Tune in to hear Gary's actionable insights and stories that show how creativity and dedication to client success can elevate legal advertising to new heights.

Key Topics

• 01:22 Early experiences, including hanging out at WQXI in Atlanta and witnessing the impact of a Lionel Richie song on radio listeners.
• 03:00 Initial career aspirations, his father's consumer electronics business, and his decision to quit school to join the family business.
• 04:00 Recounting his move to Miami and his father's unexpected decision to retire, forcing Gary to find a new job.
• 05:52 Persistence in getting a job at Y100 in South Florida, including his first meeting with Jim Knowles, the sales manager.
• 08:20 The story of his first sale, a $10,000 check from Computer Village, and how he learned the ropes of radio advertising.
• 09:55 Early success and his decision to leave for Baltimore, only to return to Miami after realizing his mistake.
• 11:47 How he transitioned from radio sales to legal marketing, starting with a sales call to attorney Mark Anajar.
• 13:30 Initial skepticism about legal advertising and how he eventually took over all of Mark's advertising needs.
• 15:47 The challenges and rewards of building his own ad agency, ROI 360+, and his decision to focus on legal marketing.
• 19:00 The need for authenticity in branding and shares examples of successful legal marketing campaigns.
• 22:53 The importance of having a great website and digital marketing partner for any business, including law firms.
• 24:35 The significance of community involvement and unique storytelling in building a strong legal brand.
• 25:41 Stories of successful legal marketing campaigns, including the importance of finding a firm's "why" and authentic message.
• 29:57 The differences between successful and unsuccessful law firms, focusing on marketing and legal work quality.
• 30:35 The importance of brand recognition and the role of educated consumers in choosing a law firm.
• 31:14 Tthe need for patience and the right partnerships in building a successful legal marketing campaign.
• 31:45 The importance of social media for law firms and the challenges of engaging the general public.
• 32:55 The role of social media in building brand awareness and the need for law firms to be outlandish and unique.
• 34:38 Insights on the types of social media content that resonate with potential clients and the importance of community activities.
• 36:42 The potential of social media to drive business growth and the importance of consistent branding.
• 42:42 Personal productivity tips, including his heavy use of Instagram, Facebook, and LinkedIn for business growth.

About Gary Sarner:

Gary Sarner, an expert in legal marketing, transitioned from the dynamic world of radio to revolutionize media buying strategies for law firms across the nation. With over 37 years of experience, he founded ROI360+ in 2021, crafting innovative strategies that dominate the airwaves. A dedicated professional and proud father of four—two of whom are studying law—Gary is passionate about helping his clients thrive by combining innovation with dedication. His mission: to propel law firms forward in an ever-evolving market.

• Instagram
• Website  
• LinkedIn
• Cell phone: (954) 560-63710

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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