Ep. 224 (Part 2) – Ben Unleashed: Referral Marketing, Authority Building, and Making Money in the Dark

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 salesBuilding a referral-driven practice"Making money in the dark"Books, videos, and educational marketingDirect mail in the digital ageUsing AI to accelerate content creationMeasuring marketing ROIGrowing a national niche practiceBen 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.comWhat 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 mixingthe 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.