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The Renegade Lawyer Podcast
I am more convinced than ever that nothing that traditional bar organizations are doing is going to move the needle on the sad stats on lawyer happiness ...
The root cause of all lawyers' problems is financial stress. Financial stress holds you back from getting the right people on the bus, running the right systems, and being able to only do work for clients you want to work with. Financial stress keeps you in the office on nights and weekends, often doing work you hate for people you don't like, and doing that work alone.
(Yes, you have permission to do only work you like doing and doing it with people you like working with.)
The money stress is not because the lawyers are bad lawyers or bad people. In fact, most lawyers are good at the lawyering part and they are good people.
The money stress is caused by the general lack of both business skills and an entrepreneurial mindset.
Thus, good lawyers who are good people get caught up and slowed down in bringing their gifts to the world. Their families, teams, clients, and communities are not well-served because you can't serve others at your top level when you are constantly worrying about money.
We can blame the law schools and the elites of the profession who are running bar organizations, but to blame anyone else for your own woes is a loser's game. It is, in itself, a restrictive, narrow, mindset that will keep you from ever seeing, let alone experiencing, a better future.
Lawyers need to be in rooms with other entrepreneurs. They need to hang with people who won't tell you that your dreams are too big or that "they" or "the system "won't allow you to achieve them. They need to be in rooms where people will be in their ear telling them that their dreams are too small.
Get in better rooms. That would be the first step.
Second step, ignore every piece of advice any general organized bar is giving about how to make your firm or your life better.
The Renegade Lawyer Podcast
Ep. 175 - Inside the Mastermind: Playbook for Referrals, Direct Mail, and Author Authority
In this special behind-the-scenes episode of the Renegade Lawyer Podcast, Ben Glass shares highlights from a private Hero Mastermind meeting at Ben Glass Law HQ. Get a front-row seat as Ben walks through real marketing experiments, referral strategies, direct mail systems, book-building using AI, and how he's making an impact (and leads) with referee scholarships and ProVisors.
You'll learn:
- Why “networking” doesn’t work—and what to do instead
- How Ben uses personalized book mailings to build authority
- What’s working in his LTD referral pipeline (including a $45M under-management strategy)
- A sneak peek at “The Investor Report” mailed to LTD referral partners
- Why authoring books is still shockingly effective in 2025
- The mindset behind price objections and curated follow-up sequences
- How he's using ChatGPT to draft entire books and letters (real examples included!)
- A powerful strategy for inspiring young referees—and generating buzz for Ben Glass Law
This one is packed with real strategies you can steal.
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.
Ben Glass Lawyer Podcast. Our hero mastermind group in-house here at Great Legal Marketing came to the law offices at Ben Glass Law here in Fairfax, Virginia, and while most of what goes on at that meeting is confidential, there's a lot of numbers and strategies shared. At each meeting, Brian and I give a short presentation about things that we're doing at Ben Glass Law. Now, remember, we're building Ben Glass Law personal injury and long-term disability law firm with almost zero ad spend. So we're not buying PPC, we're not buying other digital ads, we don't do LSAs and while we test some of these things from time to time, our law firm continues to grow based upon our referral program, direct mail marketing, our excellent SEO partner in Hennessy Digital, because Brian and I and the rest of our team build quality relationships with human beings, Over 85% of our revenues, which are all contingent fee revenues, save for some consulting we do start because someone mentioned my name, Brian's name or the firm's name.
Speaker 1:So here's a part of the presentation I gave, a couple of weeks presentation I gave a couple of weeks ago to our mastermind group. It is inside baseball and I think you'll find it interesting. All right, here we go. Okay, good morning. First of all, I apologize to my teammates last night.
Speaker 1:You know those IQ tests that you take periodically through your life where you uh, and one part of the test is here's two shapes or here's four shapes, which two shapes are actually the same. If you twisted this one and inverted it and made it into a fourth dimension, I scored zero. And so when the guy leaves and the video goes and I just look around and like symbols on the wall, like I have no like.
Speaker 1:Only I knew is that there were two keypads and, um, next thing you know, next thing you know, ed is on the floor putting together this multi, multi-piece puzzle, which I could hardly see and then and then, um my other teammates were all excited because they're solving stuff and getting there and I'm like you don't understand, this is not my deal, so but that was fun for you all, yeah, so Brian and I have a bunch of little show and tell things and maybe some asks here. I had some conversation yesterday with people. One of the things I did this last quarter is I joined Provisors. Provisors is a national networking group of folks who are 10 years or more in their space or in their business.
Speaker 1:I hate networking. I hate networking. I hate networking groups. I went to one BNI meeting and thought it was the weirdest, effing thing I ever saw in my whole life and never went back. But Adam Rossen, who's a longtime member and a good friend down in South Florida, said I joined this thing and I think you would like it. Okay, so I investigated it. It's, I don't know 2,500, 3,000 for the year.
Speaker 1:And they have their whole language, which is really cool, right, they have their own proprietary words that mean nothing except to the insiders, and the neat thing about it is that you show up in your home group and you meet people and then after every meeting, you're either live and in person for the local guys and gals or via Zoom for folks who are out of town. You meet two other people and you just talk. You just meet each other and talk. All right, that's pretty cool. And then they allow you to do that in any meeting in the country, so you can quote unquote guest in any meeting. And I was, and I guested in a South Florida meeting and part of the group leader did a wonderful, wonderful presentation. I think I talked about it yesterday how to introduce yourself differently. Oh, it was brilliant, it was really good. And so then I'm like what should my strategy be? So that's my main question. When I meet new providers, people are like what's your strategy? You've been here for three years, what's your strategy? Most of them don't really have strategy. Most of them are average networking people, I think. But then I was going through the library we have this library upstairs of marketing books and classic marketing books and things like that and I found this book which I'm going to recommend to you. It's called Networking is Not Working and it was published a long time ago, well, 2014. Networking is Not Working and it's brilliant, and I went to see if they had it at Book Depot, where you can buy remainder books, and they don't, and Amazon only has used copies. They're like $3.
Speaker 1:But the thesis of networking is not working is this is that your job in a networking group is not to go in and say I'm Ben and I want you to remember I do disability cases and I want you to send your clients to me, because that's a mindset and that's what most everybody else is doing. I'm a commercial litigator. God bless them. Who do you serve? Anybody with a contract? Okay, commercial litigator, god bless him. Who do you serve? Anybody with a contract? This book says you have this in your life. You have this current dream of clients and friends, customers that already know you, love you and you serve them and you guys know each other.
Speaker 1:And when you go to a networking lunch meeting, the goal is not to find out, not to get. The primary goal is not to go in and get referrals for yourself. It's a byproduct which will come who had served this, who I could be the hub and say, oh, I know somebody who would be perfect for your situation, your opportunity, and so I'm expanding in this big group of thousands of people all over the country. I'm looking for the two or three every time I show up at a meeting. That kind of makes sense to me and who I think would be someone to remember and put into my database for when somebody over here in my existing world my thousand true friends or whatever that is would need somebody over here, and that changes now the whole game. Hey everyone, this is Ben again just butting in here.
Speaker 1:If you don't already have a copy of my book Renegade Lawyer Marketing, you're really missing an opportunity to help your firm grow. This book is 300 pages of very practical advice for those of us who are running solo and small firms and who are not spending tens of thousands of dollars or $100 million on advertising. At Ben Glass Law, over 80% of our new leads start because a human being has mentioned our name and in this book, brian and I share the secrets that make this possible. Now you can get the book over at Amazon, but if you do, you're going to miss out on three really terrific bonuses that are only available when you order the book from renegadelawyermarketingcom. Number one you're going to get our ultimate referral letter. This is the exact letter that we've used to drive referrals both from lawyers and other professional practice owners, including healthcare providers in our case, and has helped us accomplish our financial and growth goals. Second, you're going to get our intake success system, because what good is it to drive more cases to get more leads if you don't have a system and a person and a script for answering the phone when they do call? The Intake Success System is a complete course that will help you and your team convert more leads. And finally, you're going to get the notes from the latest Great Legal Marketing Summit. These are 100 pages of notes and slides from all of the speakers at our last summit and again, none of these bonuses are available on Amazon. Finally, if you like, after you buy the book, you'll be able to get on a 20-minute strategy call with either Brian or me. What we're really good at is helping you figure out what's the best use of your next dollar and your next hour in building the perfect practice to serve your life.
Speaker 1:So go over to renegadelawyermarketingcom, pay shipping and handling and order your book today, when the introvert is showing up at these things, wondering oh my God, am I sitting next to someone who's a shuck, or am I sitting next to someone who's an excellent parameter in specificity, pretty trusting person? And then my strategy is nobody else seems to be doing. This is when I find the one or two or three out of the meeting during these let alone if you have a virtual meeting and it's big enough part of the virtual meeting is quick breakout groups on Zoom of certain people with some prompt, and the prompt could be, you know what's the best thing just get to meet people. And then, when I find the one or two or three, I come back Because before the meeting they sent me the list of everyone who's going to be there, with their pictures, with their bio, who they're looking for. But then I'm a direct mail guy, so I'm putting together.
Speaker 1:If I just met Ed and Ed's a lawyer, he serves the lawyers. That's awesome. Maybe Ed doesn't know me yet, yeah, so I'm gonna send them another at this. I was awesome to meet you, like you're. You're really cool, very interesting, and I have a separate little card. There are a bunch of other notes in this front back.
Speaker 1:It really is who we serve, the why, sir, and here's, here's cool book like, and it may be one of mine. It may be the time management book, it may be the live life big journal, it may be something like that. It doesn't matter, because, no, I mean, it matters, I think, but nobody else is doing this. And then I learned I mentioned this yesterday in the world of big law they haven't even opened the box of bayonet, so don't worry about that. But they think that authoring a book is really cool and special and, oh my god, like you wrote three books. So we live in this bubble where that's more like writing a bunch of books. It's a world is still surprised by that, so that's just kind of. I recommend this book. Amazon's gone for a couple of dollars and I like it, I think, because it's a mindset shift book. Second book is, of course, long time Dan Candy member. I'm in the sort of diamond level at their thing now, and so this is their newest premium to get people to join diamond, and if you're already a member you can get it for 30 bucks and it's brilliant.
Speaker 1:I've seen everything in this book before, except maybe some of the videos. I've seen all the ads. I was probably at the events that have been now organized here, but to have in one place it's a psychology, it's a mindset book about persuasion at the events that have been now organized here. But to have in one place it's a psychology, it's a mindset book about persuasion. At the end of the day, I mean, selling Opportunity really is about how do you pitch someone in a way that's different from the way we've always pitched them, like join GLM or become a client of my law firm. It's a psychology and persuasion book filled with QR codes to go to look at videos. I don't know, I'm not saying to join, I don't get anything for saying that but you might want to join for $97, get the book. I'd really want to stay and if you like Kennedy, that's great.
Speaker 1:Okay, I think I showed prior to going to Boston we finished up our long-term disability book for doctors. I think I showed this before. If I didn't, there's a bunch of them out there, pick one up. And then I think after that we rewrote a book that we had called why your Employer's Long-Term Disability Policy May Be a Sham. We restructured that book and again now has QR codes to videos, because we have I don't know. We got 30 videos with 15 views in my YouTube LTD channel, and so one of the things we're trying to do is figure out how do we get more people to go watch videos.
Speaker 1:But my teaching point of this is we look, we wrote. I think the team wrote most of it. Team put most of it together, went and found the videos. I didn't do much at all for this book. I read it. Five different people read it before it went to publication. It still had typos in it. So they're like what do we do with it when it's got typos? We can't send it up. I said no, here's what we do. We make a sticker that says this is the uncorrected proof, the advanced reader copy not for sale, ben Glass Law, and so that makes it okay to have errors in it and if you'd like to get there again, there's a bunch of those outside of Swamiji.
Speaker 2:Can I ask you about your book? Yes, I assume that the base of the content is the same as the regular LTD.
Speaker 1:It's not actually, but go ahead and ask your question. I'll answer your question.
Speaker 2:How did you end up doing the one one for the nid?
Speaker 1:yes, this, uh, it's a regular one so this is, uh, that the uh, unnamed title is stories from doctors, um. And then we came up with a sexier title, or we think, maybe such a guy, this is consults. This is every consult I do with the doctors 45 minutes. It's on zoom, it's transcribed, and so every consult is a story. It's a different occupation, it's a different part of the cut, a different specialty, it's a different part of the country, it's a different disease process, it's a different. Where am I along the stage? All right. So I had all this transcripts. I had uh, uh, chastity. I told, check it, I'm writing a book stories from doctors. But I'm going to give you uh, uh, sequentially, not all the same same ChatGPT, I told ChatGPT I'm writing a book Stories from Doctors. I'm going to give you sequentially, not all at the same time, one by one, by one stories. I want you to anonymize it, so no names. I want you to change the location, because we're national. These doctors are calling them all over the country, which actually is true, but just change it and then tell the story. So chat GBT came out with the first draft of those stories and it is not.
Speaker 1:That book is not much more than that. It's a bunch of stories um, which um we now you know we send to our doctor consults, which we now you know we send to our doctor consults. I was interviewed on the White Coat Investor podcast immediately. I think we've had four calls since last week about that and one is a booked consult when we get back from vacation and that's just kind of I mean, we don't make a lot of money on the consults. Writ large it was $2,000 for an hour of my time, one cent, okay, that's a lot of money. But in the, you know, I made my money with denied claims. But it is really fun to talk to these guys and gals I'm doing life coaching today and their spouse who's sure right, because I got something going on and now I can't operate it. Do whatever, but that's how we produced, um, that book.
Speaker 2:So it's kind of a completely different uh, so when people order the the doctor book, they also do also work at either the regular book or something like that yeah.
Speaker 1:So, yes, look, the volume is not like 10 000 for one or two weeks. We can figure out either, because if you called us kind of fairly on this, we can go do a little bit of research now if we want, and so we're going to try to, we're going to curate a package that makes sense for you. Years ago, kia made, uh, these nice cards for me. They live like big, they're no part for bannett, you know, just write on that and send it to them. Uh. So that's, that's the play, that's the play there with that book and anybody, and it's perfect for you because you've got all these consults with lawyers. It's easy to anonymize. The problems are all the same. The problems are a variation of all the same. Pretty easy to anonymize that and just have something which apparently still amazes some people, that you can be a book on. Okay, I'm going to give you a couple things that you can keep. We talked yesterday about price objections and again, this thing I'm going to send to you is we're testing FedEx delivery, email delivery. I didn't write, I'm responsible for it, I probably edited it. But Nassi, whose leave her last day is today, she's going to law school in Boston. Cassie, who's leaving her last days. Today she's going to law school in Boston, she and Susie, who are in on all the LTD departmental meetings, and Damon created this. So this, I think, just demonstrates the value of you've got a really good team who listens and understands and you take the time to talk about things like how do we overcome this price objection, or, you know, how do these cases even work? The team created that Mostly, team created that Mostly and now we're using it All right. So one of the things I wanted to do, lauren, was yes, sir, so when you're sending this out, you just send this in your FedEx or you're sending something up. We're curating. So again, it depends on what conversations we have had, because there is a shock of quote-unquote shock in our box that has other supporting material which may or may not have gone out by the time. The person is now reading the fee agreement and starting to raise kind of this you guys sound expensive and you know we get paid every month for the rest of our claims. So they do math and it comes up to a big number which is a lot bigger than zero, which is where they come to us because they've been denied claims and the reality is, as this paper reinforces, every month your claim is at risk because every month they're looking for a way especially if you're a high earner and you have high benefit to get you off of claim. So, at the numbers that we are doing, the number of inquiries, we can curate a box. And again, I'm not the one saying put this, put this, put this. And most of them, like Susie and the LTD team, have materials that they can use.
Speaker 1:Okay, lauren was out for a quarter maternity leave and one of the things that I had not paid too much attention to in the last year or so was our curated referral partner list.
Speaker 1:Curated referral partner list we call it Dream 100 list for long-term disability cases, and so when I started to ask questions about where's the list, what box are we keeping the list in, how do we keep updating, I was hearing answers that didn't make me throw my fault for not leading that better.
Speaker 1:So in the last quarter I took back over the thinking about because I'm a direct mail, you guys can go do your digital thing, that's cool, I'm going to mail them stuff. But think about how do we organize that list, how do we keep track of it and what do we mail to them? And so I'm going to share with you a couple of things that are actually in draft form. So, again, if there's typos or stuff that just doesn't make any sense, just understand that I'm sharing work in progress. So one of the things that I came up with and again, this was just a brain fart of an idea when I had too much time on my hands, probably in the Q1, was what if we sent a quarterly report to a paper in the form of a quarterly report to investors? And I think, maybe because I saw somebody had published or republished Jeff Bezos's- Well, jonathan Hawkins read Bezos's Okay.
Speaker 2:Maybe that's where he wrote an annual shareholder letter to his firm and that's where you got it.
Speaker 1:That's where I got it. See, when you're in groups like you don't even remember where you got it from. All right. So one of the things we do in the long-term disability departments every week we have a meeting. The whole team's in the meeting and on our issues list, our UOS issues list, we keep a running tally of stories of appeals won stories of appeals won because we win about 83% of our administrative appeals. We do them and we get paid and those are big wins for us and we're really good at it. We're really good and now we keep track of the stories.
Speaker 1:I go to ChatGPT and say, here's the list of stories and I want to do this investor report. So ChatGPT comes up with the first version of this to report. So Chachi Beat comes up with the first version of this and it is both storytelling but it's also saying, hey, this is going out to our 165 referral partners in LTD like huge trustee. Now, that doesn't mean they've all referred me a case. In some cases they're on that list because they do have my next client. They just haven't referred them to me yet. But we've identified them as Social Security lawyers, workers' comp lawyers, lawyer. We call them referral partners, I call them referral partners, and there's 965 of them, and we like to brag a lot about the $45 million of future benefits under management Again a number that no other LTD lawyer seems to be using.
Speaker 1:I haven't seen anybody use that, but it's true because I had somebody on my team do the math at one point. I like a big number, so this is what I'm going to give you is the draft of the second quarter report. Again, this may or may not fit with anything you all are doing, but maybe one day you'll say did this thing? I can't remember where I got the idea from. Brian will say well, you were sat in this meeting.
Speaker 2:It was 165 or 965.
Speaker 1:165. And actually that list needs to be curated down a bit because there's on it I think I don't know who they are Again this is when I wasn't totally in charge of curating the list.
Speaker 2:What was happening was everybody who referred us a case got on the list and the suspicion became that many people were just looking for a RISA lawyer on Google. And then somebody from Kansas finds you and you're like how did that happen? Not really sure, We've never heard of this guy before, Never contacted him, so there's probably a lot of one-off stuff on there. You know, you get a call about a case and you're like, let me find out some kind of lawyer or a service. So, guys, how many deployment lists are like apps for each of all of them they have your client, they don't know me.
Speaker 1:Here's what I'll show you, but I can't give it to you because it has client names on it. So we get this report which is all of our LTD intake, your new intake. So now you have your name and you have the referral source on the name and then the green are. We took the case, so I can see people. God bless them. They sent us a whole bunch of cases, none of which we've taken. Okay, but one of them we did I can see. Oh, brian Gillette sent me cases that we took, michelle LeWayne, again GLM members. So I would say there's probably more who either have sent us a case and so we got their name, but we're not really sure whether they see a bunch of these or we've pitched them.
Speaker 1:I'm going to show you my latest draft of the pitch letter and now they're there, at least for a bit, and what I'm trying to do is be able to pay closer attention and track who actually is sending me cases. Which gets to one story and one of our asks, because for years, of course, we're using Fusion Self-Keep in GLM to manage a lot of the database, although today we also manage the newer members through ClickFunnels, members through ClickFunnels. But I was advised in the BGL side to. There was cheaper alternatives than Keep, and so we moved to MailChimp as a CRM for this sort of stuff Turns out it's not good. It's not good for this, and so now we're on the search, as of the other day, what's the CRM that will help us manage? I'm currently managing it in Notion with a database. Susie has a different database and we kind of eyeball the two databases before we do a mailing to see who's at it, who's off, because I want to write.
Speaker 1:One of my habits is every week I'm sending it In addition to anything else that we're doing. That's going out to the whole list. I'm trying to mail 15 pieces. Marcy. If I mail something to Marcy, I'd say I mailed Marcy a book and a thank you note. Congratulations on July, whatever. It is 18th. And so 15 of the 150 or so each week. The goal is to get them something that's personal from me. To do that I need to know who I mailed. Did I mail Brian two weeks ago or six weeks ago? Things like that? That's one of our challenges.
Speaker 1:The next two letters are similar. I have taught GPT ERISA. It's smart, it knows what we do, it knows what our challenges are. It knows what the individual challenges and cases are, things like that. So when I say to GPT and I've taught at Kennedy and I've taught at BAM so I say to GPT to chat, gpt, I'm going to send a pitch letter to doctors. I want you to write it in the most outrageous Dan Kennedy style. You read it and tell some stories and get them to pay attention and maybe send us either their patients or themselves if they need it. By the way, here's a new book that I just wrote for doctors.
Speaker 1:So the first thing I'm giving to you is the draft of the Dear Doctor letter. I'm not professing it's perfect, I'm just giving you an idea. And it has a QR code that drives into the recently published podcast on White Coat Investor. And the second one is very similar, but it is to insurance brokers. I've not done really anything affirmatively with insurance brokers who serve high-wealth individuals. And then there's a class of insurance brokers who serve doctors. They've at least announced that that's their specialty kudos, if it is or not. And so that's what this broker letter gets In many regards similar, and this is not pure GBT.
Speaker 1:That's GBT plus me editing. The next thing I'm going to give you is draft and it says right here the goal here is an evergreen sales letter, referral partner pitch. We can mail and mail and mail to those who are our avatar referral partners, and this one is GBT Kennedy-flavored. There are two kinds of lawyers in disability law those who refer and those who regret not referring. Let's skip the pleasantries and get to the truth. So we'll see Again, I do this to amuse myself large part, but I share, uh, uh, you may, it may provoke an idea for your practice, and what I want lawyers to do is like, just be brave, um, we're even taking this to um, to pleadings now.
Speaker 1:Uh, we have an ongoing case where the other side is just either they're, like, deliberately unethical or they're stupid as shit, or or they're unwilling to stand up to their clients. One of those three, um, and so our pleadings are now. So here's, here's my strategy. If it's marcy on the other side, I'm really frustrated with marcy because she's taking it outrageously stupid, like just look at the file and help me where I'm wrong, and marcy's ghosting me. So I writecy the love and kisses from Ben letter you are an awesome lawyer. I don't understand this. Let me just explain it to you, and I don't say like a five-year-old. But that's what it is. And I'm writing that letter knowing, knowing I'm going to attach it as an exhibit to the federal judge.
Speaker 2:Well, this also is a stolen strategy. The other side of the case attached her letter to her plea.
Speaker 1:Well, she did, but I was going to attach it to my plea. And so in one of our responses to something, court wanted a status update and you know, their status said black and our status said white. And I'm like this is white, like it's obvious, and I just basically said see attached. Here's where we tried to explain it.
Speaker 1:And everything is like you're writing every letter, not just assuming that a judge might read it, but knowing that we're actually going to use it as an exhibit. I just try to get lawyers to make judges of their clerks and that's weird, I know. So we talked briefly about this yesterday. Part of the Hennessy digital marketing plan is a grant scholarship, so I don't know where that is. It's at banglasslawcom slash scholarship. That's where I show a couple of things on the page.
Speaker 2:Can I ask you a quick question about insurance workers? I know a lot of issues that comes up with. That is, since the LLC has language or bad language, when you are dealing with the independent workers who are supposed to be dealing with high wealth insurance, do those guys really know what they're selling?
Speaker 1:They know what they're selling, they don't know what the claims process looks like and they're oftentimes the first one to get called. Barry, you sent me this policy and I got diagnosed with MS and you know I think this is going to happen. So you're getting the first call and now you've got a letter from a guy that says I'm the guy that's speaking on stages in front of doctors and lawyers and explaining all this stuff and walking people through the claims process, explaining all this stuff, walking people through the claims process, and actually, if your client calls me, they're going to avoid having to pay me that big, expensive, long tail because your claim is not going to be denied or they're not going to make a claim because it's actually not a valid claim. So that's the positioning I'm trying to take with them. They do not, they have no idea and in fact, because we've talked to auto brokers and stuff, they're actively dissuaded from learning anything about the claims process. And it's a small world, it's a moment, okay, so, yeah.
Speaker 1:So I said, well, what would you like to do a scholarship on? They probably pitched some ideas. I remember I'm passionate about referee, so we created it's only $2,500 scholarship that we paid to an institution for a kiddo who has some experience as a referee or an umpire doesn't matter in sport and who writes an essay. Hennessy is taking care of the big-level stuff, getting it planted on scholarship pages and then we're taking care of marketing it to associations. But I just want to show you the box over here. So they created the scholarship submission form and so I, you know, select your preferred pronouns. This is just man. It's not political, but I said pick it out. That's something else to me. All I really need, I need to make this easy, for you're 18 years old. You're going to submit a essay, 750 words or a thousand words, I don't really care what your authorize. I don't give a shit about this because we can figure that out later. So my teaching point here is when we're asking somebody, a client or somebody to fill out a form, to even come into our law firm, we don't want to create resistance. Expected graduation month and they have some other stuff like give us the tax ID of the place you're going. They're 18 and it's December. They have no idea where they're going. Am I not known as how it's acquired? Greatest software in the world is Loom. I click on the Loom, the thing comes up, I send it to Lauren. Here's what I need. You're the marketing person. You're talking to them. Here's what I need changed. If you're not using Loom to communicate things to your team or your vendors, you might want to look at that. My point, though, is you need to lower the resistance of someone walking in the door. We can figure out later.
Speaker 1:My back end on all this is yeah, at some point there's another book, right, but I don't need permission today, like I would barry. If you're one of the funny, great essays we get, I'm going to reach back out to go. I'd love to publish yours in a book. I'm writing another inspirational book for teenage referees. Say yes or not, it could be included or not, but I don't need to get all of that up front. So, um, they were. It might be they were complicating things a little bit, uh, but now my in my rock this quarter is to figure out the plan so that, when October comes around, we have an actual plan to go and to get. See, they're all interested in backlinks. I'm actually interested in dinging the world right and inspiring teenage referees, so we need a way to get to them. So, dual strategy, yeah, I mean yeah, let me just think, if there was anything else.
Speaker 2:Will Hennessy presumably be able to get you EDU backlinks from that Multiple EDU? Yeah?
Speaker 1:I mean, look, they've already got that.
Speaker 2:Because they would post that this tool school for people to apply for it. So their PR strategy is this website page goes up, then they send a press release to everybody that they've ever sent a scholarship press release to before and then that gets posted on edu gov and org websites that are scholarship aggregators. Gov and org websites that are scholarship agronomists.
Speaker 1:They are really good at having created some complex systems that any one of us could create on our own, but we'd be doing it for the first time and they have it, so their other one it's an extra fee, like Tiffany was talking about yesterday. It's about doing some sort of a a Like a car crash study?
Speaker 2:Yeah, a study. So Fairfax is the most dangerous county and here's the most dangerous intersection, right? So they go and they get all this data and then Douglas Law has sponsored the study, and then the study gets blasted around all of your local news and newspaper in the hopes that somebody does a profile on you. And they've had success with Scott McNair down in New Orleans getting him on TV with that.
Speaker 1:That's a wrap for today's episode of the Renegade Warrior podcast. If you found this episode valuable, do me a favor subscribe, leave a review and share this with a fellow lawyer who needs to hear it For more powerful strategies on marketing practice growth and taking control of your legal career. Head over to greatlegalmarketingcom. You can also find us on LinkedIn. Search for Great Legal Marketing and Benjamin Glass to connect. Stay tuned.
