Live Event · June 23 · 12 PM ET
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When someone needs a lawyer, they rarely start with a search — they start with a name they already trust. Be the Lawyer Everyone Knows: Grassroots and guerrilla marketing from the local lawyer leaders is a live-streaming event about earning that kind of recognition in your own community, before anyone ever needs to look you up.
Jay Berkowitz talks with four attorneys — Chris Earley, Lee Rudin, Kurt London, and Jonathan Merel — who built thriving practices on local presence instead of national ad budgets. They grew in different markets and different practice areas, from personal injury to family law, but they share one habit: they show up where their communities already gather. They'll cover the sponsorships, community involvement, and branded merchandise that turn into referrals and signed cases — and how a strong local brand holds its ground when the national advertisers move in.
Founder and CEO of Earley Law Group Injury Lawyers in Boston, focused on personal injury and wrongful death cases. A 2025 Boston Magazine Top Lawyer, he also writes regularly on law-firm management and coaches other injury attorneys on growing their practices.
Founding attorney of RUDIN LAW, serving injured clients across New Orleans, Metairie, and Texas. A Tulane Law graduate, he's known for the firm's bold "Get Rude" brand and for taking on insurers who undervalue his clients' injuries.
Co-founder and managing partner of London Harker Injury Law, serving Utah and neighboring states. He grew the firm from its very first client largely through deep community involvement rather than big ad spend, after trial experience at some of Utah's largest injury firms.
Founder of Merel Family Law, one of the Chicagoland area's leading divorce and family-law firms, with offices across Chicago and metro Detroit. A national family-law commentator, he has been featured on the Today show, in the Wall Street Journal, and in Crain's Chicago Business.
Founder and CEO of Ten Golden Rules and host of this session. He has specialized in internet marketing for law firms since 2003, and speaks nationally on growing legal practices.
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