Building a sustainable law practice that depends solely on referrals isn’t easy. It takes years of cultivating relationships and requires that you set a clear purpose for your firm, provide outstanding client service and show your appreciation for every referral that comes your way. Stopping the Big Google Ads Spend My road to building a referral-based firm was not only daunting but expensive. From 2010 to 2020, I consistently spent an average of $25,000 per month on Google AdWords while doing little else in the way of marketing. My entire practice was built on advertising, even though I hated spending so much. Then the pandemic hit and I was forced to rethink my strategy, and I stopped my ad spending altogether. Although I’d been planning for at

How do you break through the noisy attention economy and get the right people to take notice? Seize the initiative. In today’s world, in which worldwide distribution of content across the internet is largely free, the biggest personal brands are being built by going directly to the people. That’s as true for artists breaking through on TikTok as it is for contractors growing a following on LinkedIn. In yesterday’s world, publishers held the power. If you wanted to write a book, publish an article, get on the radio, have your face appear on video or get a record deal, you needed to scrape, grind and pray that you got discovered. Otherwise, you’d be a starving artist toiling in obscurity. Today, you can share your talent

Lots of articles teach interviewees how to manage an interview, what questions the interviewee can expect, and the glib answer that is supposed to show off the interviewee in the best light. One of the problems with the interview process is that, indeed, these questions are the ones prospective employers are asking and interviewees are preparing for. Guidance for the interviewer is seen less often. Once that applicant has become an employee, sometimes the smoothest interview talker can become a human resources nightmare. The Killer Question Whether you are hiring staff, a law student who has not gone through your summer associate program or a lateral, this question can help you discover the inner candidate: “What is the last book you read?” People who read