EP108: GLM – The Great Legal Marketing Conference, Grassroots Marketing and Masterminds with Attorney Brian Glass

Today we have a very special guest, attorney and entrepreneur Brian Glass—renowned personal injury attorney and co-founder of Great Legal Marketing. You may recognize the name, as I had the pleasure of hosting Ben Glass, Brian’s father and the other half of the dynamic team behind Great Legal Marketing, in our previous episode. Brian shares invaluable insights on how small law firms can compete with larger ones using guerrilla marketing strategies like building strong referral networks and leveraging digital marketing to maintain a powerful online presence.

We also touch on the importance of mindset and business growth tools, including the Entrepreneurial Operating System (EOS) and the power of mastermind groups. Brian explains how these tools helped him transition from a general practice to a thriving personal injury firm. Additionally, we explore his favorite business books and productivity tools, all of which have played a key role in his success.

Finally, we get a sneak peek into the upcoming Great Legal Marketing Summit, where attendees will hear from incredible speakers like Lee Milteer on the millionaire mindset and Ed Alexander and Jonathan Hawkins on partnership agreements. All links are below!

Key Topics

• 02:30 The summit's unique message of helping lawyers build practices that serve their families and lives, attracting primarily law firm owners rather than associates.
• 04:00 The variety of digital marketing content at the summit, including actionable tips for Google My Business, content repurposing, and SEO.
• 04:33 Highlighting the keynote address by Lee Miltier on millionaire mindset secrets and various breakout sessions on topics like partnership agreements and technology integration.
• 05:25 A new workshop for women lawyers is introduced, focusing on building a successful practice while balancing family life.
• 05:55 An award which recognizes firms based on various marketing metrics, and the commonality among winners of bringing their marketing directors to conferences.
• 07:15 Emphasizing the need for law firm owners to invest in this role and bring their marketing directors to conferences to ensure they implement the ideas learned.
• 08:25 The importance of having a dedicated marketing director or equivalent role in a law firm.
• 08:40 Noting that the best-performing clients in his business also have a dedicated marketing role.
• 09:26 Insights on how to effectively integrate marketing directors into the firm's operations and the benefits of having someone aligned with the firm's vision.
• 15:06 Their firm's implementation of Entrepreneurial Operating System (EOS) and the importance of having a core focus.
• 17:20 The challenges and benefits of running EOS, including the need for dedicated time with an implementer and the recognition of systems and issues.
• 17:53 The importance of having an outside mediator to help with EOS and the significant improvements seen in their business since implementing the system.
• 21:57 Advice for young lawyers about masterminds.
• 24:29 The power of mastermind groups and the success stories of members like Adam Rawson and Stephen Goldstein.
• 25:24 The structure of their mastermind groups, including the Hero Mastermind for firms under a million in revenue and the Icon Mastermind for firms over a million.
• 26:00 Individualized coaching and helping lawyers build practices that align with their personal goals.
• 29:33 Break down of their format and the power behind them.
• 32:24 Guerrilla marketing strategies for small law firms to compete with larger firms that outspend them on digital marketing.
• 34:13 The importance of cultivating referral sources, particularly medical providers, and the benefits of speedy payment and transparency.
• 35:20 Personal experience of hand-delivering checks to chiropractors to build relationships and generate referrals.
• 36:20 Highlighting the need for a functional website, Google My Business presence, and social media to build trust and attract clients.
• 38:15 Outlines their digital marketing strategy, including creating YouTube videos, splitting their channel into personal injury and long-term disability pages, and using AI to create digital shorts.
• 40:00 The need for a consistent presence across various platforms and the importance of not wasting space with outdated content.
• 40:30 Cascading content from one platform to multiple social media channels for maximum reach.

Resources Mentioned:

Books:

1. "Vivid Vision" by Cameron Herold

Apps and Tools:

1. Passion Planner
2. Fathom Ai
3. Notion

Websites:

1. GLMsummit.com Great Legal Marketing Summit

Podcasts:

1. The All In Podcast
2. MoneyWise
3. My First Million

About Brian Glass:

Brian Glass is a partner and personal injury attorney at BenGlassLaw, where he represents injured individuals against insurance companies. A Fairfax native, Brian attended James Madison University and earned his law degree from the College of William & Mary, where he was a Benjamin Rush Scholar. He is licensed in Virginia and Maryland and has been recognized as a Rising Star by SuperLawyers magazine from 2017 to 2023.

In 2022, Brian secured a $4M+ verdict, including $1M in punitive damages, in a high-profile drunk driving case, marking one of Virginia’s largest punitive awards in such cases. Beyond his legal work, Brian is President of Great Legal Marketing and hosts the podcast *Time Freedom for Lawyers*, where he interviews successful individuals on business and life. Outside of work, Brian enjoys coaching his sons' sports teams, traveling, and long-distance running, including completing the Umstead 100-mile race.

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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