Game changing marketers are connectors at heart. They cast aside the hunt for the lowest cost-per-click and ROI in exchange for genuine relationships. They make an individual feel seen and understood while talking to thousands at once.

Just as trial attorneys invest in pre-trial to maximize the value of the case, elite marketing campaigns are treated as an asset — invested generously. It is in the spirit of wise investments that we bring you some of the best marketing insights that challenge convention and spearhead innovation.

Imperfect consistency will win every time. Digital marketing moves at warp speed. To stay relevant requires nimble execution. Billy Gene Shaw is consistent in both delivery and innovation by producing daily digital content.

If you want your law firm to be number one, you have to say it — and say it often to the people you want to hear it.

Do one thing and do it well. Seth Godin posits that to become extraordinary, attorneys have to pick a focus and increase the quality of cases. Placing constraints on a law firm creates a box with edges that can be leaned into — it is in pushing these specific boundaries that innovation is possible.

Lawyers do not need to serve everyone to be successful. Pat Flynn discusses the merits of hyper-focusing existing community members and converting them into superfans.

Great content gives the client value. It demonstrates an understanding of their unique challenges and that you — and you alone — can solve them. But simply listing a law firm's success stats and data won't cut it. Ryan Deiss spent over $15 million on testing marketing strategies to understand what works. He knows that storytelling will win every time. Cost-per-click is a stable commodity. The competitive edge comes not from hacks or tricks, but from following up with the lead and turning a prospect into a client.