First Rule of Marketing: Do The Opposite of Your Competition | Dan Kennedy pt. 1
About this episode
Dan Kennedy discusses the importance of differentiating marketing strategies for lawyers in a conversation with Ben Glass.
Most lawyers market by looking around, copying what everyone else is doing, and hoping they can outspend the next firm. Dan Kennedy thinks that is the fastest way to become invisible. This is Part 1 of a two-part conversation from the Great Legal Marketing Summit (October 2025), where Ben Glass and Dan Kennedy dig into the core idea that built Ben’s firm in the first place: don’t do what everyone else does. Ben opens with the story of being a good lawyer who had no clue how to run a bus...
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