How to Build a 9-figure Personal Brand with Michael Mogill
Nov 26, 2024
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Michael Mogill, Founder and CEO of Crisp and author of "The Game Changing Attorney," shares his journey of building a thriving business by focusing exclusively on law firms. He discusses the critical importance of niche positioning and the power of word-of-mouth marketing. Michael emphasizes the real challenges of entrepreneurship, contrasting it with glamorous portrayals. His innovative strategies, like community-centric giveaways, transformed branding, and he highlights the goals of the Crisp Game Changers Summit in fostering industry growth.
Focusing on a specific niche, like serving only law firms, enables deeper relationships and drives substantial growth for personal brands.
Bold investments, such as offering a Tesla as a referral prize, can differentiate a brand and significantly enhance client engagement.
Adapting service offerings based on client feedback leads to comprehensive solutions that foster long-term partnerships and ensure sustained success.
Deep dives
Building a Niche in the Legal Sector
Michael Mogul emphasizes the importance of focusing on a specific niche by exclusively serving law firms. His company, Crisp, began as a video production service but pivoted to cater solely to legal professionals, recognizing the opportunity to provide significant value in a saturated market. This targeted approach proved beneficial, allowing Crisp to serve approximately 1,000 law firms and their team members while generating high revenue with a nine-figure valuation. Mogul's experience illustrates that narrowing focus does not limit growth but rather enhances it by fostering deeper relationships and expertise within a defined audience.
The Power of Courageous Investment
Crisp's growth trajectory showcases the impact of bold investments, as seen when Mogul decided to offer a Tesla as a prize to incentivize client referrals. Despite initial skepticism and financial risk, this daring move generated significant attention and referrals, proving successful in increasing engagement within the legal community. Mogul's strategy emphasizes that taking calculated risks, such as offering extravagant prizes, can distinguish a brand in a crowded industry. This investment mindset not only helps in building a robust reputation but also creates excitement and anticipation within the audience.
Evolving Offerings to Meet Client Needs
Crisp's service offerings expanded organically based on client feedback and emerging needs, transitioning from video production to comprehensive growth consulting for law firms. This evolution saw the company integrate marketing strategies, leadership coaching, and operational support to provide a holistic approach to law firm success. Mogul stresses the importance of adapting services to address the multifaceted challenges law firms face, highlighting that growth involves more than just one-off projects. By continually assessing and meeting client needs, Crisp has created an ecosystem that fosters long-term partnerships.
Creating an Engaging Conference Experience
The launch of the Crisp Game Changers Summit marked a significant milestone in Mogul's journey, positioning it as a refreshing alternative to traditional legal conferences. By focusing on high production values, engaging speakers from various industries, and creating an exciting atmosphere, the summit attracted increasingly larger audiences, growing from 500 attendees to 5,000 in just a few years. This event not only showcases Crisp's brand but also serves as a platform to share invaluable knowledge. Mogul's innovative approach to conference planning proves that elevating attendee experience can yield impressive business results.
The Courage to Lead by Example
Mogul highlights the crucial role of leadership and transparency in driving the success of Crisp. By embracing a philosophy of investment in both the company and its clients, Mogul exemplifies the spirit of entrepreneurship. He insists that various risks undertaken, from significant event expenditures to developing a supportive community, must align with the company's core message to resonate with clients. This foundational belief not only aids in establishing credibility but also inspires others in the industry to follow suit, showcasing that bold leadership can lead to sustained growth.
Today’s guest does everything we teach personal brands to do, except for one thing, he’s not our client! Michael Mogill is the Founder and CEO of Crisp – America’s number one law firm growth company – and he joins us today to share his story of how he’s built a massive business by serving one, very specific niche. Crisp, America’s fastest-growing company of its kind, advises law firms on how to grow their practices and improve operational efficiency, and we begin today’s conversation with some interesting analytics about the company, including details on how it was founded and why it chose to only serve lawyers. Then, we dive into Michael’s recipes for success as we learn how to narrow one’s niche effectively, the power of free marketing through satisfied customers, his advice to novice entrepreneurs who want a better life for themselves, and his tips for scaling a business in a short time. To end, Michael underlines the goals of the Crisp Game Changers Summit, how it’s evolved since its inception, and how it plans to grow moving forward.
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