380. The Real Reason Clients Choose One Lawyer Over Another

The Game Changing Attorney Podcast with Michael Mogill

Michael Mogill

Business, Management, Entrepreneurship, Marketing

5.0 • 539 Ratings

🗓️ 15 July 2025

⏱️ 26 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

What does it really take to grow a law firm in today’s hypercompetitive, tech-driven legal landscape? In this special episode of The Game Changing Attorney Podcast, we’re re-airing a powerful conversation between Crisp Founder & CEO Michael Mogill and the hosts of the LAWsome Podcast. From humble beginnings with just $500 to his name to leading a fast growing legal marketing company, Michael unpacks what it takes to thrive as a law firm owner, especially when the odds are stacked against you. Whether you’re building your brand, navigating fear, or facing down massive competitors, this conversation is packed with honest insights you won’t want to miss. If you’re ready to bet on yourself, break through the noise, and build a law firm that stands out, this episode is your blueprint. Here’s what you’ll learn: How to overcome fear and uncertainty when starting or scaling your law firm Why clarity of purpose and brand identity is essential for standing out in a crowded market How to compete strategically; even when you’re up against bigger firms with bigger budgets If you’re playing not to lose, you’re already falling behind. This episode is your call to play to win. ---- Show Notes: 02:13 — Michael’s origin story: From $500 and a camera to founding Crisp 03:58 — How Crisp found its niche helping attorneys stand out in saturated markets 06:11 — The Best Buy TV hustle: Doing whatever it takes in the early days 06:31 — How to overcome fear, take risks, and bet on yourself (feat. Armageddon) 11:05 — Making video work: Michael’s guide to content creation, distribution, and ROI 15:14 — Clarifying your firm’s identity: How to uncover the “why” behind your brand 18:31 — The top 3 challenges law firms face in today’s legal landscape 20:05 — How smaller firms can outmaneuver bigger competitors without matching their budgets 22:45 — Why embracing AI is no longer optional — and how to get started 24:25 — Don’t do it alone: Why community and collaboration accelerate your growth 25:16 — Closing thoughts and 3 free ways to grow your law firm with Crisp ---- Links & Resources: LAWsome Podcast ---- Do you love this podcast and want to see more game changing content? Subscribe to our YouTube channel. ---- Past guests on The Game Changing Attorney Podcast include David Goggins, John Morgan, Alex Hormozi, Randi McGinn, Kim Scott, Chris Voss, Kevin O’Leary, Laura Wasser, John Maxwell, Mark Lanier, Robert Greene, and many more. ---- If you enjoyed this episode, you may also like: 294. The Blueprint to Law Firm Expansion 296. Creating a Competitive Edge: Lessons in Legal Leadership

Transcript

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0:00.0	The most painful and slow way to learn something is through experience, right? To have to like make a mistake and then learn from the mistake and then try something different. So there's all sorts of different like just law from conferences, community, things that you can learn from other lawyers who've already been to where you're trying to go. That can give you a lot of great insights. It can save you a lot of pain and suffering.
0:31.4	I'm Michael Logel, founder and CEO of Crisp, the nation's number one law from growth company. I've built my business through practice, not theory. Crisp started with just $500
0:36.1	to my name and has grown to over eight figures in revenue
0:38.8	over the last few years, earning a spot on the Inc. 500 lists of the fastest growing private
0:43.3	companies in America.
0:44.6	Our approach has been to take everything we've learned about generating massive growth
0:48.0	within our own organization and help the country's most ambitious and committed
0:51.5	in law from owners do the same for theirs.
0:53.5	In each episode of this
0:54.5	podcast, I sit down with innovative market leaders from the legal industry and beyond to learn from
0:59.3	those who thrive in the face of adversity, challenge the status quo, and define what it means
1:03.7	to be a true game changer. This special edition episode features my conversation with Tanner Jones
1:09.3	and Mike Smires on the Lawsome
1:11.0	podcast. We discussed how brand identity becomes your competitive edge in a crowded market,
1:16.0	why emotional connection and social proof be credentials alone, and how smaller firms can outmaneuver
1:20.7	big players in the legal landscape. I wouldn't compete with a massive TV advertiser on TV,
1:26.3	and I wouldn't compete with the massive billboard advertiser with billboards because they're just going to outspend you.
1:30.6	The good news is even still today, there's still a lot of opportunities to market in other ways, digital in particular.
1:37.9	That's coming up on any ads on this podcast.
1:55.5	This allows us to present all of our episodes raw and unfiltered.
1:58.9	I'm not going to push any made-to-order meal services on you
2:01.4	or try to save you any money on your car insurance. That being said, I have one small request.
	...

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