If Part 1 made you rethink your marketing, Part 2 is where Dan Kennedy gets practical.

And maybe a little uncomfortable.

We are bringing this conversation back because it was one of the episodes listeners loved most, and the timing feels even more relevant now.

This episode picks up live from the Great Legal Marketing Summit, where Dan and Ben Glass go deeper into the marketing moves most lawyers dismiss too quickly.

Direct mail.
Personal follow-up.
Real client engagement.
Offers that do not sound like every other law firm.
Systems that keep working after the first click, call, or consultation.

In a market where everyone is chasing the same digital tactics, Dan makes the case for doing the work your competitors are too lazy, too distracted, or too “modern” to do.

Then the conversation turns to something bigger.

Consolidation.

More money is moving into legal. Bigger players are buying attention, distribution, and market share. And for small and mid-sized firms, that changes the game.

You can either compete in the same noisy arena as everyone else, or you can build a moat.

A real one.

Dan talks about what makes a firm harder to copy, why borrowed trust matters, and why mastermind groups are not just networking events. Done right, they are places where smart firm owners trade tested ideas, avoid expensive mistakes, and keep moving while the market shifts around them.

If your marketing feels decent but fragile, this episode will make you think differently about what you are really building.

This is Part 2 of Dan Kennedy’s marketing reset.

Want the notes from this conversation and the rest of the Summit sessions? Grab them at glmsummitnotes.com

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

Want to connect with Brian?

Follow Brian on Instagram: @thebrianglass
Connect on LinkedIn

Most lawyers do marketing the same way.

They look at what every other firm is doing, copy the message, copy the offer, copy the ads, and then wonder why nobody notices them.

Dan Kennedy would tell you that is exactly the problem.

We are bringing this episode back because it was one of the conversations listeners loved most. And honestly, it is not hard to see why.

This is Part 1 of a two-part conversation from the Great Legal Marketing Summit, where Ben Glass and Dan Kennedy unpack one of the simplest and most uncomfortable rules in marketing:

Stop copying your competition.

Ben starts with the story of how he went from being a good lawyer with no real business training to discovering Magnetic Marketing through a long sales letter he almost threw away. He tested the ideas anyway. That decision changed the way he built his firm, attracted clients, and created a business that did not depend on blending in.

From there, Dan does what Dan does best. He cuts through the noise.

He explains why “all digital everything” can turn law firms into commodities, why the biggest advertisers are not always your biggest threat, and why intake is not just an administrative function. It is a sales conversation with someone who is overwhelmed, skeptical, and probably wishes they did not need a lawyer at all.

You will hear practical ideas around lead magnets, follow-up, positioning, and the “invited guest” concept. In other words, how to stop chasing prospects and start building a marketing asset that brings the right people toward you over time.

If your marketing feels expensive, noisy, and too similar to everyone else’s, this episode is worth revisiting.

And this is only Part 1.

In Part 2, Dan and Ben go deeper into building a moat before consolidation changes the game.

Want the full summit notes? Grab them at glmsummitnotes.com

____________________________________
Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

Want to connect with Brian?

Follow Brian on Instagram: @thebrianglass
Connect on LinkedIn

Most law firm owners say they want freedom.

Then vacation starts.

The laptop comes out.
Slack gets checked.
A “quick email” turns into an hour.
And suddenly the business you built to create freedom is sitting right there at the hotel breakfast table with you.

That is why we are bringing this episode back.

In this conversation, Brian sits down with Conrad Saam of Mockingbird Marketing to talk about a simple test every firm owner should take:

Can your business run without you for four days?

Not forever. Not for a month. Just four days.

And if the honest answer is no, that tells you something.

Conrad walks through what had to change inside his own company so he could step away without everything falling apart. It was not about working harder. It was about building better structure, giving people real ownership, and learning to accept that someone else’s 80 percent might be better for the business than your 100 percent bottleneck.

They also get into legal marketing, AI, directories, and how law firm owners should think about shiny new trends without getting distracted by every headline.

But the real heart of this episode is simple.

Your firm should support your life.

It should not need you every hour of every day just to keep moving.

If your vacation still requires a laptop, this episode is worth another listen.

Connect with Conrad:

Mockingbird Marketing: https://mockingbirdmarketing.com/
LinkedIn: https://www.linkedin.com/in/conradsaam/

____________________________________
Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

Want to connect with Brian?

Follow Brian on Instagram: @thebrianglass
Connect on LinkedIn