Book Review: Renegade Lawyer Marketing by Ben Glass

Ben Glass is an internet marketing entrepreneur who runs his own personal injury practice in Fairfax, VA.  I came across his work because he is a prominent online voice for legal marketing, specifically for the small firm environment.

There are many ways to approach marketing, and many lawyers and marketing companies will have their own philosophy.  Ben’s might be right for you, or it might not.  As we talk to more legal marketing entrepreneurs with their own philosophies, we’ll be able to compare and contrast different styles and methods.  But for now, let’s start with Ben Glass.

Ben’s written many books on legal marketing, and this one, Renegade Lawyer Marketing, is subtitled “How Today’s Solo and Small-Firm Lawyers Survive and Thrive in a World of Marketing Vultures, 800-Pound Gorillas, and LegalZoom.”  It’s an overview of how any small firm lawyer can create an effective marketing structure that works for him or her.  Ben doesn’t only cover the logistic “how-tos” of a small firm marketing plan, he also describes the mental state you need to achieve your goals, and the common pitfalls to avoid.  It’s both a business guide and a self-help book.  Let’s take a closer look at the book’s contents:

Ben Glass TOC 2Ben Glass TOC 1


What NOT to Do

The first seven chapters of the book give you a rundown of your competition: (1) Big Law firms that spend millions on advertising, (2) legal information websites that help people handle their own cases, and (3) law firms who retain “Marketing Experts” to handle their firms marketing.

Ben’s book argues that not only are these competitors not a threat, the fact that your competitors are distracted by these inefficient marketing strategies are an advantage for your firm.  While other firms are implementing the overpriced and inefficient marketing plans, you can stand out by doing what they’re not.

If you’re a small firm attorney, you won’t have the budget to compete with the big dogs who have every billboard in town and television commercials running in prime time.  You also can’t stop people from handling their cases on their own from internet resources.  There’s no use in worrying about the things you can’t control, especially because your marketing plan will give prospective clients what others cannot.  The specific details of the plan are explained in the third part of the book.


Chapters 8 through 21 are more meditative exercises.  A lot of attorneys will want to skip this part to get to the blueprint of exactly how to run their firm, but I recommend against it.  These mental exercises are the foundation for accurate marketing and system planning, not to mention mental and emotional peace.  Their usefulness is unaffected by technological innovation.  The best marketing strategies might change every few years, but these principles worked 50 or 100 years ago, and they’ll likely work 50 or 100 years from now.

A lot of this section deals with how a lawyer should approach his practice mentally.  What should his attitude in approaching a new marketing plan?  How about his attitude in running his business generally?  These chapters offer a lot of motivating food for thought to improve your practice, mainly by visualizing your goals and slowly taking steps toward them.  Obviously you can’t have a stellar marketing system in one week, but by sticking to these principals, you will always be improving your business instead of lamenting about how there’s too much work to do.

The Proven Methods

If you just want to get to the nitty-gritty, chapters 22 to 35 cover how you can improve your firm today.  Ben lays out the marketing pillars of success for the small law firm: Telephone Scripts, Newsletters, Website, etc.  He tells you what you should set up and how to go about doing it.

For those that just want the concrete tips, this is your section.  Knowing what not to do and having a good mindset are both important to the process, but you also need to know what specifically you need to do to improve your marketing plan.  Of course, this list isn’t exhaustive, but it’s a great start.  Once you get the wheels turning, you’ll know what to focus on next.

Speaking of “what to do next”, Ben references other marketing books (not just his own) throughout the book for a deeper dive into the subjects mentioned.  If you’re unfamiliar with the legal marketing world, Renegade Lawyer Marketing may be your gateway.


Ben Glass’s Renegade Lawyer Marketing is an inspiring take on how to be competitive in today’s legal market.  His marketing plan has a number of specific suggestions, so you can pick what you like and leave the rest.  Written in 2015, this book contains many tips that still apply in 2018, and many of them are timeless.  If you’re looking to make a change this year to your firm’s marketing program, reading this 200-page book would be a great start.  It’s entertaining and practical, but not exhaustive.  Click here if you’re interested in buying the book.

If you finish this book and agree with the message, Ben also offers his comprehensive package, filled with written materials you can use right now for your firm’s marketing program. The official name is “Practice Power Tools,” although Ben throws in a lot of extra bonuses to make it a marketing package for $279.  I haven’t purchased the package, but it’s worth checking out to see if it’s right for you.


Do you have any experience with Ben Glass or his books?  Do you have a recommendation for me to review a different attorney marketing book?  Please drop your thoughts and suggestions in the comment section below.

Rocket Matter Review: Case Management and Billing Services

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Rocket Matter is one of the “Big Four” in Case Management software, along with Clio, PracticePanther, and MyCase.  The software is mostly known for its excellence in billing management and timekeeping.  With Rocket Matter, you can combine your Calendar, Billing, and Document management into one program. In this review, we’re going to see what Rocket Matter does best, and which kind of attorneys would benefit most from using it.  We’ll also look at which attorneys shouldn’t use Rocket Matter.  Let’s dive in:

Ease of Use and Integrations

Rocket Matter has a very accessible dashboard.  Creating tasks is simple, and you can even assign them to other attorneys.  The built-in stopwatch of the program allows you to easily track the amount of time you spend on each task.  The program is fully functional for desktop, tablet, or smartphone (Apple and Android) use. (more…)

Ruby Receptionists Review: The Biggest Name in Call Centers

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A good receptionist can be the cornerstone of any law firm’s practice.  They are the face of your firm; they are the first impression clients get when they walk into your office.  But your receptionist can only do so much, and he/she’s often torn between helping clients physically and helping them on the phone.  Physical clients should take priority, which is why you need a backup: a virtual receptionist to catch all the calls after a few rings.

From my research, Ruby Receptionists is the most widely used virtual receptionist/call center service.  While not exclusive to attorneys, the company markets heavily toward the legal profession; they integrate with Clio and Lexicata among other attorney products.  In this review, we’ll take a look at Ruby Receptionist’s major selling points, and why they seem to be on top of the answering service/virtual receptionist market. (more…)

Captorra CRM Review: Intake for High Volume Firms

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Captorra is a legal intake and Client Relationship Management (CRM) tool that focuses on high volume Plaintiff attorneys.  Like most CRM software, Captorra manages your contacts’ information and reminds you when to follow up with them for your intake.   The program is not as well-known as Lexicata or Contactually, but it offers a central feature that its competitors don’t have: an emphasis on immediate response to website inquiries.  We’ll cover this feature, as well as many others, in this review.  Let’s dive in with its central selling point:

Captorra: Multiple Leads, Immediate Responses

If you’ve read our post on Conversion Rate Optimization, you’ll know how important it is to offer an easy way to contact your firm through your website.  Usually that’s in the form of a text box where the prospective client can enter his contact information and briefly explain his case: (more…)

Contactually CRM Review: Features, Pricing, and More

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Contactually is a Customer Relationship Management (CRM) tool that markets to Lawyers and Real Estate Brokers.  Along with Lexicata, Contactually is one of the most popular CRM tools among lawyers.  As a modern CRM platform, Contactually’s bread and butter is streamlining your communication with clients.  From setting up meetings to sending reminders, Contactually aims to reduce the amount of time you spend on your email client.  In this review, we will talk about the main features of Contactually, its pros and cons, and which attorneys would benefit most from the software.

The Dashboard

Dashboard Contactually

Contactually’s dashboard keeps you up to date with your clients.  It shows you what tasks should be completed today from the automatic deadlines you set for yourself, or you can see what’s “recommended”.  In “recommended,” Contactually’s own algorithm will suggest which clients you should follow up with based on frequency of contact and importance of client.  With Contactually’s “recommended” feature, clients won’t fall through the cracks if you forget to remind yourself to follow up. (more…)

Guest Post on Lexicata’s Blog

Hello Small Firm Legal Marketing Readers!

I recently did a guest post on “How to Hire a Good Law Firm SEO Company” on Lexicata‘s blog.  We’ve covered a lot about SEO companies recently with our guide on SEO for Lawyers and our list of the Best SEO Services,  so a lot of the information you’ve heard before.  But if you’re interested in following all of our work at SFLM, please check it out!

Thanks for reading!


Intake Conversion Experts (ICE) Review

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Intake Conversion Experts (known as ICE for short) is a 24/7 legal intake answering service specializing in mass tort cases.  100% of their clients are mass tort law firms.  This review will give an overview of some of the best features of ICE, and which attorneys would benefit most from their services.

The Intake Conversion Experts ICE Call Center

ICE was founded by Gary Falkowitz, a former Managing Attorney of the law firm Parker Waichman, one of New York’s largest in personal injury.  Gary started the company with the founders of Captora, a client relationship management (CRM) software company.  While the two companies operate separately, the ICE team’s thorough understanding of Captora makes them more effective and detail-oriented.

ICE has over 150 clients, all of them mass tort law firms.  50% of their call center staff speak Spanish, and the company uses 3rd party interpreter services for any other languages needed. (more…)