When launching a law firm, standing out can be a challenge. You may say you specialize in litigation, but there are likely dozens of other litigators in your immediate area. How can you make a name for yourself? 

Our owner + founder, Michele Correnti, was recently a guest on Stephen Seckler’s legal podcast, Counsel to Counsel, to discuss just that. She and Stephen dug into why marketing is a non-negotiable for small law firms just launching, and how to stand out in a crowded market. Stephen also asked her where marketing agencies fit in the age of AI, and Michele didn’t hold back.

Most attorneys who go solo picture the same thing: the freedom of running their own firm, their name on the door, calling their own shots. No more navigating firm politics or justifying your decisions to a managing partner. Just you, building something of your own.

The first 90 days don't always look like that. They often involve a thousand logistical fires, and in the middle of putting them all out, it's easy to lose ground on the marketing and visibility work that determines whether clients can actually find you.