Great Legal Marketing

What Great Legal Marketing does

Great Legal Marketing, LLC (GLM) is a privately held, founder-owned Virginia LLC founded on February 10, 2005, operating as a coaching and marketing education platform serving solo and small law firm owners in the United States and Canada. The company is led by Ben Glass (Founder; practicing attorney with 40+ years of legal experience and 20+ years leading GLM) and Brian Glass (President; practicing personal injury attorney and co-author of the company's flagship book). GLM monetizes through four primary streams: (1) the GLM Tribe membership community (recurring subscription, selective application-based admission, delivered on Circle.so); (2) the GLM Journal monthly print newsletter at $97/month after a 30-day free trial; (3) annual GLM Summit event tickets for a multi-day conference held in Virginia; and (4) one-time physical book sales of Renegade Lawyer Marketing (currently the 2025 2nd edition, $9.95 shipping). The offering is supported by a free content funnel — a daily 'Daily Practice Builder' newsletter to 12,476+ subscribers, free guides (10-Step Program, 7 Strategies Guide), and two podcasts (Renegade Lawyer, Life Beyond the Briefs).

Underlying technology is intentionally minimal and entirely third-party: ClickFunnels powers websites and landing pages, Circle.so hosts the membership community, and Keap/Infusionsoft is the recommended CRM. There is no proprietary software platform, API, or app; GLM's IP is its content library, methodologies, and member community rather than technology. The go-to-market motion is community-led and direct-to-consumer: educational content and events generate word-of-mouth referrals and inbound interest among solo/small firm owners, funneling prospects through free resources into the paid GLM Tribe. The company operates from a single headquarters in Fairfax, Virginia, with 1-10 total employees and no outside institutional funding, indicating a lean, founder-driven operator structure rather than a venture-backed growth business.

Name

Great Legal Marketing

Legal name

Great Legal Marketing, LLC

Website

https://greatlegalmarketing.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Great Legal Marketing is a privately held Virginia-based coaching and marketing education company serving solo and small law firm owners across the United States and Canada through subscription memberships, a monthly newsletter, an annual conference, and book sales.

Ownership category

akta.pro rank

Product category

Legal Marketing Coaching and Education

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Convention and Trade Show Organizers (561920)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Customer Success (Adoption, Retention & Expansion) (EDABABAG)

akta.pro secondary industry

Consultative Selling & Discovery (EDABABAC)

Keywords

• Legal marketing coaching
• Law firm education
• Attorney practice management
• Legal mastermind community
• Law firm growth training

Headquarters

HQ city

Fairfax

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Others

Revenue model

1. Membership Programs (GLM Tribe): Ongoing subscription membership providing access to coaching, resources, mastermind community, and exclusive content. The GLM Tribe is described as the primary vehicle for members to implement GLM methodologies.
2. GLM Journal Subscription: Monthly print newsletter subscription offering legal marketing tips, strategies, and resources. Priced at $97/month after 30-day free trial. Includes access to bonus materials including case studies, bootcamp recordings, and podcasts.
3. Renegade Lawyer Marketing Book: Physical book sale at $9.95 shipping and handling. Includes bonus materials upon purchase. Originally published 2015, updated 2nd edition for 2025.
4. GLM Summit Events: Annual conference tickets for the GLM Summit. Event brings together hundreds of law firm owners for multi-day training and networking. Investment is described as thousands of dollars plus a week of time.
5. Free Resources and Lead Magnets: Free newsletter (Daily Practice Builder), free reports (10-Step Program, 7 Strategies Guide), and free book offers used to build email list and convert prospects into paid programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Great Legal Marketing provides coaching, mastermind community, educational content, and an annual conference that teach solo and small law firm owners how to build high-profit, low-maintenance practices. The company sells a paid membership (the GLM Tribe), a monthly print newsletter subscription (GLM Journal), a physical book (Renegade Lawyer Marketing), and tickets to an annual summit (GLM Summit). It is led by practicing attorneys Ben and Brian Glass who teach marketing and management strategies they personally use in their own firms rather than reselling marketing services.

Product overview

Great Legal Marketing (GLM) is a coaching and marketing education platform for solo and small law firm owners. The offering consists of The GLM Tribe membership program providing ongoing coaching and mastermind support, the GLM Journal monthly print newsletter ($97/month subscription), the annual GLM Summit conference, and the Renegade Lawyer Marketing book. Free resources include the 10-Step Program for Marketing Success and 7 Strategies to Attract Ideal Clients guide. Content is delivered through podcasts including The Renegade Lawyer and Life Beyond the Briefs. The platform is led by two practicing attorneys, Ben Glass and Brian Glass, who teach marketing strategies they have personally proven effective rather than selling marketing services like websites, SEO, or PPC ads.

Differentiator

Problem solved

Functional benefit

Brands

• GLM Journal: Monthly print newsletter delivering legal marketing tips, strategies, and resources to law firm owners.
• GLM Tribe
• GLM Summit
• GLM Movement

Products and services

• The GLM Tribe

Quantifiable outcome

• Testimonial: Grew from $150,000 to over $500,000 in one year
• +4 more outcomes

Named customers13 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Jon Benson / Genesis (Ethical Internet Marketing): Copywriting and product-launch coaching programs for experts and professional service providers; comparable methodology (educational content funnels into high-ticket coaching) but serves a broader professional-services audience than GLM.
• Game Changers with Molly McGrath: Coaching and mastermind programs serving law firm owners on operations, marketing and hiring; directly comparable niche-coaching model with similar subscription/mastermind structures targeting solo/small firm lawyers.

Direct peers

• Lawyerist: Independent publication and community that provides practice management, technology, and marketing education targeted squarely at solo and small law firm owners - the same core customer segment GLM serves, with overlapping subscription, podcast, and book offerings.
• LawRank: Digital marketing agency specialized in law firm SEO and Google Ads, publishing extensive educational content; operates in the same niche as GLM with overlapping content-marketing acquisition tactics targeting solo and small firm owners.
• Rankings.io: SEO and content agency serving exclusively personal injury and other plaintiff law firms with significant educational content (podcasts, guides); competes with GLM for the same solo/small-firm lawyer wallet with an agency model versus GLM's coaching-only model.
• Consulting Success: Coaching, mastermind and subscription community for independent consultants and service professionals run by Michael Zipursky; directly mirrors GLM's coaching-mastermind-subscription business model and customer-acquisition funnel.
• Crisp (formerly Crisp School of Marketing / Crisp Video): Coaching, training, and done-for-you marketing services for professional service firms including a dedicated law firm practice; closest direct comparable to GLM's practitioner-led coaching/modeling approach with similar cohort and mastermind offerings.
• Attorney at Work: Educational resource hub, podcast and CLE/training content aimed at solo and small law firm attorneys - directly overlaps GLM on audience, content formats (podcasts, articles, courses) and small-firm marketing/management topics.

Broad incumbents

• American Bar Association - Law Practice Division / GPSolo: Association-backed practice management education, publications, and conferences for solo and small firm lawyers; the most established incumbent in GLM's exact niche with overlapping educational programs (SoloSez, TECHSHOW-adjacent content).
• Above the Law: Long-running legal-industry media site covering the business of law including law firm marketing; reaches the same audience GLM targets but through editorial/media rather than paid coaching.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/OfficialGLM
• YouTubeyoutube.com/user/GreatLegalMarketing
• Facebookfacebook.com/GreatLegalMarketing
• LinkedInlinkedin.com/in/benglass

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Great Legal Marketing