Most lawyers wait too long to hire marketing help.

That mistake costs them time, growth, and ultimately money.

In Chapter 24 of Renegade Lawyer Marketing, Ben Glass explains why your first marketing hire shouldn't be viewed as an expense—but as one of the highest-return investments you'll ever make.

In this episode, you'll learn:

•  Why you should hire a marketing assistant sooner than you think 
•  How to recruit for attitude before technical skills 
•  The interview questions that reveal far more than a résumé ever will 
•  Why every step of your hiring process is also marketing 
•  How to avoid "warm body hiring" 
•  Why hiring slow—and firing fast—protects your firm's culture 
•  Why giving a brand-new hire the title "Marketing Director" is often a mistake 

Whether you're a solo attorney making your first hire or building an in-house marketing department, this chapter offers a practical framework for finding people who will help grow your practice instead of simply filling a seat.

Renegade Pro Tip:
Your marketing assistant isn't there to make your life easier. They're there to keep you busy by making sure the right clients keep finding your firm.

If you missed the previous chapters in the Renegade Lawyer Marketing audiobook series, be sure to catch up. New chapters are released regularly on the Renegade Lawyer Podcast.

Ben Glass is a nationally recognized personal injury and long-term disability insurance attorney in Fairfax, VA. Since 2005, Ben Glass and Great Legal Marketing have been helping solo and small firm lawyers make more money, get more clients and still get home in time for dinner. We call this TheGLMTribe.com

What Makes The GLM Tribe Special?

In short, we are the only organization within the "business builder for lawyers" space that is led by two practicing lawyers. 

One thing we're sure you've noticed is that despite the variety of options within our space, no one else is mixing
the actual practice of law with business building in the way that we are.

There are no other organizations who understand the highs and lows of running a small law firm and are engaged in talking to real clients. That is what sets GLM apart from every other organization, and it is why we have had loyal members that have been with us for two-decades.

In this episode, Ben Glass dives into Chapter 23 of Renegade Lawyer Marketing and explains why trying to serve everyone is one of the biggest mistakes lawyers make. Instead, he challenges you to define your avatar client—the people you genuinely enjoy helping and who bring the greatest value to your practice.

Ben walks through practical exercises for identifying your best clients, creating a "no list" to filter out problem cases, and building marketing that attracts the people you actually want to work with. He also shares stories of lawyers who transformed their practices simply by niching down, charging appropriately, and having the confidence to turn away cases that didn't fit.

You'll also hear why AI makes it easier than ever to create marketing tailored to your ideal audience and how saying "no" to the wrong clients creates more time to attract the right ones.

In this episode:

• Why generalists struggle to build great practices
• How to define your avatar client
• Creating a "no list" for case acceptance
• The power of niching down
• Charging premium consultation fees
• Building marketing around your ideal client
• Using AI to create better marketing assets

Stop trying to be everything to everyone—and start building the practice you actually want.

Ben Glass is a nationally recognized personal injury and long-term disability insurance attorney in Fairfax, VA. Since 2005, Ben Glass and Great Legal Marketing have been helping solo and small firm lawyers make more money, get more clients and still get home in time for dinner. We call this TheGLMTribe.com

What Makes The GLM Tribe Special?

In short, we are the only organization within the "business builder for lawyers" space that is led by two practicing lawyers. 

One thing we're sure you've noticed is that despite the variety of options within our space, no one else is mixing
the actual practice of law with business building in the way that we are.

There are no other organizations who understand the highs and lows of running a small law firm and are engaged in talking to real clients. That is what sets GLM apart from every other organization, and it is why we have had loyal members that have been with us for two-decades.

Part 2 of Ben's live CLE presentation is all about practical marketing strategies that actually work.

Ben dives into referral marketing, authority building through books and educational content, direct mail, AI, and why the best marketing often happens where your competitors can't see it. He also shares how Ben Glass Law measures marketing success, builds long-term relationships with referral partners, and has grown its long-term disability practice into a nationally recognized firm without relying on massive advertising budgets.

If you're looking for ideas to attract better clients, build lasting trust, and create marketing assets that continue working for years, this episode is packed with actionable insights.

Topics include:

• Why advertising should start conversations—not close sales
• Building a referral-driven practice
• "Making money in the dark"
• Books, videos, and educational marketing
• Direct mail in the digital age
• Using AI to accelerate content creation
• Measuring marketing ROI
• Growing a national niche practice

Ben Glass is a nationally recognized personal injury and long-term disability insurance attorney in Fairfax, VA. Since 2005, Ben Glass and Great Legal Marketing have been helping solo and small firm lawyers make more money, get more clients and still get home in time for dinner. We call this TheGLMTribe.com

What Makes The GLM Tribe Special?

In short, we are the only organization within the "business builder for lawyers" space that is led by two practicing lawyers. 

One thing we're sure you've noticed is that despite the variety of options within our space, no one else is mixing
the actual practice of law with business building in the way that we are.

There are no other organizations who understand the highs and lows of running a small law firm and are engaged in talking to real clients. That is what sets GLM apart from every other organization, and it is why we have had loyal members that have been with us for two-decades.

In this special live edition of the Renegade Lawyer Podcast, Ben Glass takes the stage at a CLE program and delivers a candid, unfiltered session on legal marketing, law firm growth, and building a practice that serves your life—not the other way around.

Ben shares the philosophy behind decades of success, why most lawyers waste money on marketing, how delegation and global hiring transformed his firm, and why "making money in the dark" beats chasing every new digital trend.

You'll learn:

•  Why happiness should come before marketing strategy 
•  The biggest mistake lawyers make when hiring marketing vendors 
•  How Ben built authority without bragging 
•  The power of direct mail and relationship marketing 
•  Why most lawyers focus on the wrong metrics 
•  How to create a law practice that energizes your life 

This is Ben Glass live, unscripted, and unapologetically renegade.

Ben Glass is a nationally recognized personal injury and long-term disability insurance attorney in Fairfax, VA. Since 2005, Ben Glass and Great Legal Marketing have been helping solo and small firm lawyers make more money, get more clients and still get home in time for dinner. We call this TheGLMTribe.com

What Makes The GLM Tribe Special?

In short, we are the only organization within the "business builder for lawyers" space that is led by two practicing lawyers. 

One thing we're sure you've noticed is that despite the variety of options within our space, no one else is mixing
the actual practice of law with business building in the way that we are.

There are no other organizations who understand the highs and lows of running a small law firm and are engaged in talking to real clients. That is what sets GLM apart from every other organization, and it is why we have had loyal members that have been with us for two-decades.

What happens when a physician loses the ability to practice medicine?

In this episode of the Renegade Lawyer Podcast, Ben Glass welcomes Matt Wiggins, founder of DocInsure and one of the nation's leading experts on disability insurance for physicians.

Matt explains why disability insurance protects a doctor's most valuable asset—their future earning power—and why many physicians unknowingly rely on inadequate employer-provided coverage. Together, Ben and Matt break down own-occupation disability insurance, common misconceptions about disability claims, and the policy features that can make a life-changing difference when illness or injury strikes.

The conversation also explores entrepreneurship, business partnerships, leadership, and Matt's journey from building the largest disability insurance agency in the country to creating a smaller, more profitable company designed around freedom and purpose.

Whether you're a physician, attorney, entrepreneur, or professional who depends on specialized skills to earn a living, this episode offers valuable lessons on protecting your income, serving clients well, and building a life by design.

Topics discussed:
• Own-occupation disability insurance
• Group vs. individual disability coverage
• Disability claims and common mistakes
• Financial protection for physicians
• Entrepreneurship and business partnerships
• Building a company "small on purpose"
• Freedom, purpose, and long-term success

Website: www.docinsure.com

Ben Glass is a nationally recognized personal injury and long-term disability insurance attorney in Fairfax, VA. Since 2005, Ben Glass and Great Legal Marketing have been helping solo and small firm lawyers make more money, get more clients and still get home in time for dinner. We call this TheGLMTribe.com

What Makes The GLM Tribe Special?

In short, we are the only organization within the "business builder for lawyers" space that is led by two practicing lawyers. 

One thing we're sure you've noticed is that despite the variety of options within our space, no one else is mixing
the actual practice of law with business building in the way that we are.

There are no other organizations who understand the highs and lows of running a small law firm and are engaged in talking to real clients. That is what sets GLM apart from every other organization, and it is why we have had loyal members that have been with us for two-decades.

What happens when you're finally ready to step away from the law firm you've spent decades building?

In Episode 221 of the Renegade Lawyer Podcast, Ben Glass welcomes back attorney, CPA, and Law Practice Exchange founder Tom Lenfestey to discuss one of the most overlooked topics in the legal profession: exit planning.

Drawing insights from his new book, The Exit Blueprint: The Law Firm Owner's Playbook for Selling, Succession, and Life After Law, Tom explains why the biggest challenge isn't finding a buyer—it's figuring out who you are when you're no longer running the firm.

Ben and Tom explore what makes a law firm truly valuable, how lawyers can create businesses that thrive without them, and why waiting until retirement is often too late.

In this episode:

✅ Why lawyers struggle with succession planning
✅ The emotional side of selling a law firm
✅ How to increase your firm's value years before an exit
✅ The role of systems, SOPs, and AI in building transferable businesses
✅ What buyers are looking for in today's market
✅ Private equity's growing interest in legal practices
✅ Common deal killers and valuation mistakes
✅ How to create a meaningful life after law

Whether you're planning to retire in twenty years or considering a transition today, this conversation offers practical guidance for building a law firm that serves your life—and leaves a lasting legacy.

Guest: Tom Lenfestey
Book: The Exit Blueprint: The Law Firm Owner's Playbook for Selling, Succession, and Life After Law
https://a.co/d/0d4256oI
Website: https://www.thelawpracticeexchange.com

Ben Glass is a nationally recognized personal injury and long-term disability insurance attorney in Fairfax, VA. Since 2005, Ben Glass and Great Legal Marketing have been helping solo and small firm lawyers make more money, get more clients and still get home in time for dinner. We call this TheGLMTribe.com

What Makes The GLM Tribe Special?

In short, we are the only organization within the "business builder for lawyers" space that is led by two practicing lawyers. 

One thing we're sure you've noticed is that despite the variety of options within our space, no one else is mixing
the actual practice of law with business building in the way that we are.

There are no other organizations who understand the highs and lows of running a small law firm and are engaged in talking to real clients. That is what sets GLM apart from every other organization, and it is why we have had loyal members that have been with us for two-decades.

Most lawyers think they're in the legal business.

David Vicknair thinks differently.

In this episode of the Renegade Lawyer Podcast, Ben Glass sits down with Louisiana attorney and law firm owner David Vicknair to discuss what it really takes to build a scalable law firm, develop leaders, create an exceptional client experience, and grow a practice that can operate without the owner being involved in every decision.

David shares how he and his longtime partner, Brad Scott, built a unique multi-practice firm structure, why they view their organization as a marketing company first, and how they’ve grown a team of more than 40 professionals while staying deeply involved in their community.

You’ll hear:

•  How David and Brad built a successful partnership without fighting over money 
•  Why David believes most law firms are actually marketing companies 
•  The systems and leadership structure behind a growing Louisiana practice 
•  Lessons learned from scaling a team and developing future leaders 
•  How their firm uses community involvement, direct mail, TV, and relationship marketing 
•  The role of remote team members in Mexico and how they’ve become integral to the firm’s success 
•  Why coaching, therapy, and mindset work have become essential parts of David’s leadership journey 
•  What excites David most about AI and the future of law firm operations 

David also shares practical advice for lawyers who want to build stronger firms, create better client experiences, and stop believing they have to do everything themselves.

Bottom line:

Great lawyers don't automatically build great law firms.

Great law firms are built by leaders who understand marketing, systems, people, and culture.

And David Vicknair is proving what happens when all four come together.

Ben Glass is a nationally recognized personal injury and long-term disability insurance attorney in Fairfax, VA. Since 2005, Ben Glass and Great Legal Marketing have been helping solo and small firm lawyers make more money, get more clients and still get home in time for dinner. We call this TheGLMTribe.com

What Makes The GLM Tribe Special?

In short, we are the only organization within the "business builder for lawyers" space that is led by two practicing lawyers. 

One thing we're sure you've noticed is that despite the variety of options within our space, no one else is mixing
the actual practice of law with business building in the way that we are.

There are no other organizations who understand the highs and lows of running a small law firm and are engaged in talking to real clients. That is what sets GLM apart from every other organization, and it is why we have had loyal members that have been with us for two-decades.

What does it actually take to build—and lead—a 150-person law firm in a hyper-competitive market like Atlanta?

In this episode of The Renegade Lawyer Podcast, Ben Glass sits down with Seth Bader, founder of Bader Law, to unpack the real story behind scaling a modern personal injury and workers’ compensation firm.

This isn’t theory.
 It’s the messy, hard-earned reality of growth.

Seth shares:

•  How he went from a one-bedroom apartment (and a French bulldog) to a 150-person firm 
•  What it’s like competing in a $100M+ legal advertising market 
•  Why fast growth creates hiring mistakes—and how to fix them 
•  The difference between talent and leadership (and why most firms get it wrong) 
•  How EOS transformed his leadership structure and decision-making 
•  The truth about offshore teams—and what actually works 

They also dive into:

•  Why referrals are still the most powerful (and cheapest) growth channel 
•  How visionaries and integrators must work together—or break the business 
•  The real role of marketing in scaling impact—not just revenue 
•  What Seth is focused on right now to level up his firm even further 

Bottom line:
Scaling a law firm isn’t about doing more.
It’s about building the right people, systems, and leadership to handle what comes next.


Seth Bader LinkedIn: https://www.linkedin.com/in/seth-bader-48618016/
Bader Law LinkedIn: https://www.linkedin.com/company/bader-law/
Bader Law Website: https://baderlaw.com/?utm_source=podcast&utm_medium=referral&utm_campaign=podcast-guest 

Ben Glass is a nationally recognized personal injury and long-term disability insurance attorney in Fairfax, VA. Since 2005, Ben Glass and Great Legal Marketing have been helping solo and small firm lawyers make more money, get more clients and still get home in time for dinner. We call this TheGLMTribe.com

What Makes The GLM Tribe Special?

In short, we are the only organization within the "business builder for lawyers" space that is led by two practicing lawyers. 

One thing we're sure you've noticed is that despite the variety of options within our space, no one else is mixing
the actual practice of law with business building in the way that we are.

There are no other organizations who understand the highs and lows of running a small law firm and are engaged in talking to real clients. That is what sets GLM apart from every other organization, and it is why we have had loyal members that have been with us for two-decades.

How much do you really need to know to market your law firm effectively?

According to Ben Glass… a lot less than you think.

In this episode of The Renegade Lawyer Podcast, Ben delivers Chapter 22 of Renegade Lawyer Marketing—and breaks down one of the biggest myths in legal marketing: that you need to master every tool, platform, and tactic to succeed.

You don’t.

Most lawyers aren’t losing because they lack knowledge—
 They’re losing because they’re wasting money, copying the crowd, and ignoring the fundamentals.

In this episode, Ben walks through the five essential marketing principles every lawyer must understand:

•  How to create a message that actually attracts the right clients 
•  Why having a book instantly separates you from the competition 
•  What you really need to know about internet marketing (and what you don’t) 
•  How to build and use a marketing database the right way 
•  Why follow-up—not ads—is where most firms win or lose 

You’ll also hear why:

•  Most lawyer marketing is “drop dead boring” 
•  Spending more money is usually not the solution 
•  The biggest gains come from fixing what’s already broken 
•  The ultimate goal is to own your marketing—not rent it from agencies

If you’re a solo or small firm lawyer trying to grow without burning cash on “marketing vultures,” this episode is a must-listen.

Bottom line:
You don’t need to be a marketing genius.
You just need to be better than the average lawyer—and execute the basics well.

🎧 Listen now on Apple Podcasts or Spotify

Ben Glass is a nationally recognized personal injury and long-term disability insurance attorney in Fairfax, VA. Since 2005, Ben Glass and Great Legal Marketing have been helping solo and small firm lawyers make more money, get more clients and still get home in time for dinner. We call this TheGLMTribe.com

What Makes The GLM Tribe Special?

In short, we are the only organization within the "business builder for lawyers" space that is led by two practicing lawyers. 

One thing we're sure you've noticed is that despite the variety of options within our space, no one else is mixing
the actual practice of law with business building in the way that we are.

There are no other organizations who understand the highs and lows of running a small law firm and are engaged in talking to real clients. That is what sets GLM apart from every other organization, and it is why we have had loyal members that have been with us for two-decades.

Everyone is telling lawyers the same thing right now: lean into AI or get left behind.

Dan Kennedy says… not so fast.

In this episode of The Renegade Lawyer Podcast, Ben Glass sits down with legendary marketing strategist Dan Kennedy to unpack his newest book, The Business Owner’s Emergency Survival Guide for the AI Revolution—and to challenge the hype, the herd mentality, and the hidden risks no one is talking about.

This is not a conversation about tools.

It’s a conversation about what happens to your business when everyone uses the same tools.

Dan explains why:

•  AI is rapidly commoditizing professionals by making everyone sound the same 
•  Big firms rushing to automate client interaction may be creating a massive competitive opening 
•  Over-reliance on AI can quietly destroy differentiation, pricing power, and trust 
•  The real leverage point in any practice is still marketing, persuasion, and human connection 

You’ll also hear a practical framework for thinking about AI the right way:

•  Where it belongs (internal efficiency) 
•  Where it doesn’t (client-facing experience) 
•  And how to use it without surrendering your unique voice and value 

If you’re a solo or small firm lawyer trying to figure out how AI fits into your practice—without becoming just another interchangeable option—this episode is essential listening.

Bottom line:
AI may be the most powerful tool we’ve ever seen…
But used carelessly, it may also be the fastest way to become invisible.

Link to the book:
https://www.amazon.com/business-Owners-Emergency-Survival-Revolution/dp/1953321305

Ben Glass is a nationally recognized personal injury and long-term disability insurance attorney in Fairfax, VA. Since 2005, Ben Glass and Great Legal Marketing have been helping solo and small firm lawyers make more money, get more clients and still get home in time for dinner. We call this TheGLMTribe.com

What Makes The GLM Tribe Special?

In short, we are the only organization within the "business builder for lawyers" space that is led by two practicing lawyers. 

One thing we're sure you've noticed is that despite the variety of options within our space, no one else is mixing
the actual practice of law with business building in the way that we are.

There are no other organizations who understand the highs and lows of running a small law firm and are engaged in talking to real clients. That is what sets GLM apart from every other organization, and it is why we have had loyal members that have been with us for two-decades.