First things first, you need to know what your ideal client looks like.
The more channels you market on, the fewer people see each thing which makes it more important to build a personal brand, focus on an ideal client, and get out there at scale.
As I sit down to write this, no joke, I came across:
2:40pm – a cold (probably scam) Facebook message from a Forex/Crypto trader wanting to make me money.
2:41pm – a cold email from a BDR wanting to “jump on a call” to help “up-level my offerings” (props on stealing Kristen David’s great company name).
2:43pm – a cold LinkedIn message that starts with “so we can learn about each other” and immediately pivots into why I should buy their marketing services… because I’m still a lawyer and fit into their spammy automation.
Also, according to our last Smith.ai call report, 73% of our inbound calls are blocked sales calls. And frankly, as someone who works 2—maybe 3—days a week, I am fucking tired of the bullshit tactics, especially when they’re done in ways that are UNETHICAL for their lawyer clients (depending on your state).
Thankfully, at 2:28pm someone reached out requesting a consultation for legal marketing needs, and then I had a 3pm consult with someone who passed conflict screening and wanted to talk about their firm’s marketing.
Why? Because I work on my personal brand, I have a very specific ideal client, and I’m out there (some would say too out there).
So I want to break this down so you can see it in action, tweak it for yourself, and find success from it or value your time over your money and just hire us to do it for you.
My Personal Brand
Look, I get that I’m a middle-aged white guy, which means I have no shame and people assume I know what I’m talking about all the time. But I also get to focus on what I genuinely enjoy and only speak on topics I actually know shit about.
If you want the weirdest conversation ever, ask your mom about the night you were conceived. The second weirdest conversation? A personal brand meeting.
I don’t believe people have different levels of worth. We’re all human and all worthy but it’s weird to assign “value” to a personal brand.
You have X followers, so that’s worth more.
You have a great backstory, that’s valuable for this campaign.
You don’t look great on camera, so we pivot to written content.
Uncomfortable, but helpful.
By the end, I understood my brand better. I’m a lifestyle brand. My law firm supports me working 2–3 days a week and traveling with my family, and my marketing company helps other law firm owners build systems that let them do the same.
The Hawaiian shirts, time with my son, live shows, it’s all an extension of that core brand. And it’s genuine.
Hold that thought. It’ll click even more in the next part.
My Ideal Client
The other side of the brand is who you’re trying to reach. For us, it’s you.
At scale, you’re a growth-minded law firm making (or working toward) $500,000+ in gross revenue, with a culture that supports life/work balance and a desire to stand out or at least want more than standing in front of a wall of law books in a suit talking about how aggressive you are.
You’re probably 30–50. You probably have kids. You probably have hobbies that aren’t billing 90 hours a week.
I know this because a lot of legal marketing companies either:
A) Don’t know who their ideal client is
B) Only want massive firms
C) Only care about $$$
D) Sell cheap, templated marketing with outdated ideas
If that appeals to you, cool, but then you’re probably not reading this.
And here’s how it ties together: my real backstory makes sense. I’ve lived through what we don’t want, found the other side, partnered with the right people, and realized that not having to wear a suit (even if you choose to) is one of the biggest mindset shifts law firm owners can make. Time with my wife and kid becomes the most obvious proof that good marketing, systems, and culture actually work.
We’re not for everyone and we don’t want to be. It fits. I get to be happy and help you be happy too.
Put Yourself Out There at Scale
Once brand and client fit are right, the question becomes how you market.
If you do UHNW estate planning, PPC ads may not be the move. Referrals from advisors might be.
If you serve new parents, Google might matter more.
No channel is wrong, it’s about what’s right for your ideal client.
For us, that looks like:
- Social media – Facebook groups, Instagram, LinkedIn, TikTok (which is blowing up for lawyers).
- The live show – One hour turns into referrals, audience crossover, promos, clips, podcasts, blogs, infographics, and more.
- Conferences – I love speaking. Seeing people succeed from what I share is addictive (and I wish I had that instead of blowing $200k on bad marketing).
- This newsletter – Rented platforms can disappear. Email is still ours, and I’m not selling your info. Ever.
That’s the core of how I stay in front of you and how we build customized marketing plans for firms based on their strengths. Love video? Great. Hate it? We adapt. Love social? Cool. Don’t? No problem.
Nothing is right or wrong just aligned or not.
Simple, not easy. Essential, not taught in law school.
And honestly, if you’re not my ideal client or don’t enjoy these newsletters, please unsubscribe no offense taken. But if you do find value and want to do something nice for my birthday yesterday, share this with someone who needs it.