Ep. 203 – Behind the Case: How Ben Glass Built a Niche Long-Term Disability Practice (Iowa Law Guest Lecture)

In this special recording of a guest lecture at the University of Iowa College of Law, Ben Glass gives students a rare behind-the-scenes look at how he built a national long-term disability (LTD) insurance practice—without relying on expensive digital ads.

This episode is packed with real-world insight into:

• What the ERISA long-term disability space actually is—and why it’s underserved
• How to build a multi-state legal niche that scales with systems, not billable hours
• The #1 marketing principle most lawyers ignore (but every business gets right)
• Why relationships, not algorithms, are Ben’s most profitable referral source
• The difference between transactional advertising and true “authority marketing”

💡 Highlights:

• Ben's approach to tribal leader marketing and storytelling to referral sources
• How a single $2,500 sponsored blog post led to a high-end national pipeline
• The 144-step internal process that doubles as a marketing magnet
• Why he built an entire referral stream from doctors, lawyers, and financial planners
• What to do when you’re brand new and don’t “have value” (hint: you do)

Ben closes the conversation by giving advice to future law firm owners: think like a storyteller, find a niche that needs you, and never bet your future on one marketing tactic.

Ben Glass is a nationally recognized personal injury and long-term disability insurance attorney in Fairfax, VA. Since 2005, Ben Glass and Great Legal Marketing have been helping solo and small firm lawyers make more money, get more clients and still get home in time for dinner. We call this TheGLMTribe.com

What Makes The GLM Tribe Special?

In short, we are the only organization within the "business builder for lawyers" space that is led by two practicing lawyers.

One thing we're sure you've noticed is that despite the variety of options within our space, no one else is mixing
the actual practice of law with business building in the way that we are.

There are no other organizations who understand the highs and lows of running a small law firm and are engaged in talking to real clients. That is what sets GLM apart from every other organization, and it is why we have had loyal members that have been with us for two-decades.