the kind of brutal honesty we all need to embrace.
Too often, firm owners want everyone on their team to be a“ five out of five” lawyer. But the truth is, not everyone is equipped to handle high-stakes litigation. That doesn’ t mean they aren’ t valuable— it just means we have to align cases with the right strengths, for the sake of our clients and our results.
That same level of honesty applies to ourselves as owners. Are you really a five when it comes to litigation? Or are you the strategic mind who’ s brilliant at growing the business? There’ s no shame in that! In fact, it’ s critical to own your strengths and delegate your weaknesses.
Don’ t Say“ We Already Do That”
I say this with love: Stop saying“ We already do that.”
It’ s the most dangerous phrase a law firm owner can utter. Whether we’ re talking about marketing, intake, medical records, or client follow-up—“ doing it” isn’ t the same as doing it well.
We once thought we had one of the best intake departments in the country— until someone challenged us to dig deeper. After hiring an outside expert, we uncovered holes that were costing us real money. Just a 2 % increase in conversion made a huge difference to our bottom line.
So ask yourself: Do you really have a solid plan for post-case marketing? For database engagement? For asking for referrals? Or are you just assuming it’ s“ handled”?
Implement the Idea— But Make It Yours
There are hundreds of brilliant strategies floating around in our PILMMA Mastermind meetings— and I’ ve learned just as much from smaller firms as I have from the big players. The key is to take those ideas and adapt them to your structure, your culture, and your goals.
Maybe that means creating satellite offices for your GBP strategy— but rotating staff rather than manning them full-time. Maybe it means hyper-local marketing instead of TV or billboards. One of our most successful Mastermind members does $ 40 million a year with no TV and no outdoor. They focused on grassroots, community engagement, and post-case marketing.
Whatever the strategy, remember: it’ s not about copying. It’ s about customizing.
Final Thoughts: Stretch, Don’ t Snap The legal industry is evolving fast. There are more tools, more competition, and more opportunities than ever before. But with that comes noise. Don’ t get caught chasing every new idea without vetting whether it fits your firm— today.
That’ s what the PILMMA Mastermind is all about: learning from others, sharing wins( and losses), and walking away with ideas you can make your own. If you’ re not in a Mastermind yet, do yourself a favor and join one. It will challenge you, stretch you, and give you the perspective you can’ t always get from inside your own four walls.
So yes— be bold, be strategic, and aim high.
Just don’ t forget: One size doesn’ t fit all.
Ready to find the strategies that fit your firm? If this article resonated with you, you’ ll get even more out of joining our PILM- MA Mastermind Program. It’ s where real growth happens— alongside other law firm owners who are sharing what’ s working now, getting expert insights, and tailoring proven strategies to fit their unique firms.
Spots are market-exclusive and extremely limited— visit pilmma. org / mastermind to apply now to see if there’ s availability in your area. Let’ s grow smarter, not just bigger.
MICKI LOVE
President and Chief Brand Strategist of CJ Advertising & Fractional COO of PILMMA As a leading consultant on legal marketing, strategy, management, and team leadership, Micki’ s expertise is well-renowned in the legal field. Outside of the office, she enjoys watching her children, Caleb and Ava, grow up and be passionate about the sports or activities with which they are involved.
Visit pilmma. org / mastermind to learn more about PILMMA’ s Mastermind Program, the largest and longest-running Mastermind program for Personal Injury Lawyers in the nation. To see if you’ re a good candidate for one of our Mastermind groups – or if there’ s an opening in your market, apply today at pilmma. org / mastermind – or email info @ pilmma. org for more information.
22 The Trial Lawyer