The Marketing Playbook Big Firms Hope You Never Read
To learn how solo and small firms win in the age of AI, radical SEO changes, and skyrocketing ad costs
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Great Legal Marketing (GLM) is a law-firm coaching and community organization that teaches solo and small-firm lawyers to build high-profit, low-maintenance practices through referral and relationship marketing instead of rising-cost ads. Founded in 2005, it’s led by Ben and Brian Glass, two practicing attorneys who still run their own firm (BenGlassLaw).
Where Solo & Small Firm Lawyers Come To Learn How To Grow
Ben Glass
Maybe you know the feeling. It’s the end of another long day, you’re sitting in your car in the parking lot, and you’re not quite ready to go back inside.
The work is fine. The clients are fine. But the whole firm runs on you — and every year the marketing costs more, the agencies promise more, and Google holds a little more of your future hostage. If any of that lands, I wrote this letter for you.
I’ve practiced personal injury and disability law since 1983, and I built BenGlassLaw the way almost nobody builds a firm anymore: on referrals and relationships, not ad spend. To this day, more than 80% of every dollar that walks through my door traces back to a human being who chose to send me someone they care about. No bidding war. No billboard. No private-equity giant breathing down my neck.
That’s not a trick. It’s a different way to grow — the one the SEO vendors and the marketing gurus will never teach you, because it takes you off their treadmill instead of putting you on it.
In 2005 I started Great Legal Marketing to teach it. Twenty-one years later, GLM is a tribe of entrepreneurial lawyers who flatly reject the status quo — solo and small-firm owners who want a practice that funds a life worth living, not one that quietly eats it.
We’ve helped lawyers all over the country build higher-profit, lower-maintenance firms that make them heroes to their families and icons in their communities — the kind of firm you run, instead of one that runs you.
You already have my book. Read it. Then, when you’re done renting your growth from a platform and you’re ready to own it, come find us. The renegades are already in the room.
Ben Glass
Founder of Great Legal Marketing · Practicing attorney since 1983
Claim Your Free BookThe book is free — you just cover shipping.
Member results shown are real but not typical. Individual results vary and depend on factors including your market, practice area, effort, and economic conditions. Great Legal Marketing does not guarantee any specific business or financial outcome.
Start Anywhere. Grow At Every Stage.
One path, three rungs. Begin free, and step up when you are ready.
Renegade Lawyer Marketing
Ben & Brian Glass’s book on building a high-profit, low-maintenance firm on referrals and relationships instead of rising ad spend. The fastest way to see how GLM works.
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The GLM Tribe
The membership where small-firm owners trade what actually works: monthly coaching, recordings, the annual Summit, vendor discounts, and a room full of lawyers who think differently.
Join The GLM Tribe
The GLM Mastermind
A small, serious group of established owners with direct access to Ben and Brian Glass. For lawyers ready to go all in on building a firm that funds the life they want.
ApplyLawyers Like You, In Their Own Words
“I went from working myself into the ground to running a firm that fits my life. The revenue followed once I stopped renting my growth and started owning it.”
Wayne HolcombHolcomb Law, GLM member“GLM gave me permission to build the practice I actually wanted. I do not miss my kids’ events anymore, and the firm is healthier than it has ever been.”
Stacey BarrusBarrus Law Group, GLM member“We grew from under ten thousand dollars a month to a seven-figure year. Same lawyer, different business owner. That is the whole shift GLM teaches.”
Van HardenberghGLM member“The room is the value. Being around small-firm owners who think differently changed how I run everything, from intake to marketing to the way I price.”
Lee BerlinBerlin Law Firm, GLM member“Ben and Brian still run a real firm with the exact playbook they teach. That is why I trust it. Nobody else in this space can say the same.”
Michele LewaneInjured Workers Law Firm, GLM member“I had been burned by coaching before. GLM was different because there was nothing to sell me but the skill. They teach you to own your marketing for good.”
Mace YampolskyMace Yampolsky & Associates, GLM memberMember results shown are real but not typical. Individual results vary and depend on factors including your market, practice area, effort, and economic conditions. Great Legal Marketing does not guarantee any specific business or financial outcome.
Two Ways To Market A Law Firm
| The treadmill most firms are on | The GLM way |
|---|---|
| Rent your growth from an agency that wants more every year | Own a referral engine no one can take from you |
| Compete by outspending the giants (you cannot) | Win the one game the giants are too big to play |
| Hand your fate to the next algorithm change | Build relationships no algorithm can touch |
| Be at the mercy of vendors you cannot evaluate | Understand your own marketing well enough to judge anyone |
| Told you may not market or talk about your wins | Given permission to be excellent and say so |
A Great Life Of Your Own Design IS Possible, No Matter What They Say
Chances are, you went to law school because you dreamt of a great life. You thought to yourself, “Lawyers are esteemed, respected, and well off financially. I want that!”
Those dreams pushed you through long nights and longer weekends in school… which has, unfortunately, turned into long days and longer years in the office, because the class your law firm never offered was:
How To Have Fun And Get Rich As A Lawyer While Serving Your Clients Well And Still Getting Home For Dinner.
For many of us lawyers, the dreams we so diligently planned on — and worked our tails off for — have not yet materialized. The slog of law school turned into the slog of an unfulfilling legal practice, in a profession where very few of us are willing to say to the elites:
“Stop the nonsense, there is a better way!”
I’m here to tell you there is a better way. You can join the thousands of GLM-trained lawyers over the last 20+ years who have discovered it.
Here’s Where To Start…
The fastest way to see how we do it is to read the book. In Renegade Lawyer Marketing, I lay out the same step-by-step process that I and thousands of other GLM members have used to build solo and small-firm practices that are high-profit, low-maintenance, and finally leave room for a life.
So before anything else…
Grab your free copy, read it, and decide for yourself whether the renegade way is for you. No pressure, no pitch — just the playbook.
Claim Your Free BookThe book is free — you just cover shipping.
Member results shown are real but not typical. Individual results vary and depend on factors including your market, practice area, effort, and economic conditions. Great Legal Marketing does not guarantee any specific business or financial outcome.
GLM Resources For Law Firms
The FREE GLM Summit Notes
The best ideas from our biggest event of the year, written down for you, the exact strategies top small-firm owners came to learn, with no plane ticket required.
Yes! Send Me The Free Notes →The FREE Renegade Lawyer Marketing Book
Two practicing attorneys hand you the marketing playbook they built their own firm on, how to grow on referrals and relationships instead of outspending the giants.
Claim Your FREE Book Today →The GLM Journal FREE Trial
What’s actually working in small-firm marketing, in print and mailed to your door each month. Take an issue for a test drive, on us.
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Join The GLM Tribe
Apply Now To See If You’re A Good Fit
The ONLY organization in the “business builder for lawyers” space led by two practicing lawyers who’ve trialed and errored what does and doesn’t work in legal marketing FOR YOU, saving you time, money, and headaches.
Check Out The GLM Tribe →The GLM Summit
Join Hundreds Of Other Law Firm Owners & Learn Groundbreaking New Strategies
The GLM Summit is our annual gathering of some of the leading small-firm owners across the US and Canada. Join us for the 2025 conference in Virginia!
Join Us At The 2025 Summit →
You Do Not Have To Outspend The Giants. You Have To Out-Relationship Them.
The one marketing game a small firm can win is the one the giants are too big to play. We teach you to play it, because we built our own firm on it.
Questions Lawyers Ask Us
I am a good lawyer. Why don’t I have more cases?
Is this just another marketing guru program?
Will this work in my market and practice area?
I do not have time for one more thing.
What does it cost to join?
What makes GLM different from the big-name coaches?
Start Where Thousands Of Lawyers Started
It all starts with the book. Get your free copy — you just cover shipping — and see exactly how we built our own firm on referrals and relationships, not ad spend.