The Game Changing Attorney Podcast with Michael Mogill

380. The Real Reason Clients Choose One Lawyer Over Another

Jul 15, 2025

Discover the secrets behind growing a law firm in today’s aggressive market. Hear how one entrepreneur transformed a modest beginning into a booming legal marketing business. Learn about the critical role of brand identity and emotional connection in attracting clients. Gain insights into overcoming fear when taking risks and betting on your success. Explore the importance of authenticity and the strategic use of AI for law firms to remain competitive. This engaging discussion will empower you to stand out in a crowded field.

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ANECDOTE

Bootstrapping Crisp's Legal Niche

Michael Mogill started Crisp in 2012 with just $500 and a video camera.
Initially shooting videos for various clients, Crisp found its niche by helping struggling attorneys grow through social media videos.

ANECDOTE

TV Hustle at Conference

To showcase videos at a conference, Michael bought a TV at Best Buy, then returned it after the event.
This hustle exemplifies the resourcefulness needed when starting a business with limited funds.

ADVICE

Overcoming Fear by Betting on Yourself

Overcome fear by betting on yourself and viewing failure as your own responsibility.
Use others' success as proof that you can achieve your goals too.

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What does it really take to grow a law firm in today’s hypercompetitive, tech-driven legal landscape?

In this special episode of The Game Changing Attorney Podcast, we’re re-airing a powerful conversation between Crisp Founder & CEO Michael Mogill and the hosts of the LAWsome Podcast. From humble beginnings with just $500 to his name to leading a fast growing legal marketing company, Michael unpacks what it takes to thrive as a law firm owner, especially when the odds are stacked against you. Whether you’re building your brand, navigating fear, or facing down massive competitors, this conversation is packed with honest insights you won’t want to miss.

If you’re ready to bet on yourself, break through the noise, and build a law firm that stands out, this episode is your blueprint.

Here’s what you’ll learn:

How to overcome fear and uncertainty when starting or scaling your law firm
Why clarity of purpose and brand identity is essential for standing out in a crowded market
How to compete strategically; even when you’re up against bigger firms with bigger budgets

If you’re playing not to lose, you’re already falling behind. This episode is your call to play to win.

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Show Notes:

02:13 — Michael’s origin story: From $500 and a camera to founding Crisp

03:58 — How Crisp found its niche helping attorneys stand out in saturated markets

06:11 — The Best Buy TV hustle: Doing whatever it takes in the early days

06:31 — How to overcome fear, take risks, and bet on yourself (feat. Armageddon)

11:05 — Making video work: Michael’s guide to content creation, distribution, and ROI

15:14 — Clarifying your firm’s identity: How to uncover the “why” behind your brand

18:31 — The top 3 challenges law firms face in today’s legal landscape

20:05 — How smaller firms can outmaneuver bigger competitors without matching their budgets

22:45 — Why embracing AI is no longer optional — and how to get started

24:25 — Don’t do it alone: Why community and collaboration accelerate your growth

25:16 — Closing thoughts and 3 free ways to grow your law firm with Crisp

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Links & Resources:

LAWsome Podcast

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Past guests on The Game Changing Attorney Podcast include David Goggins, John Morgan, Alex Hormozi, Randi McGinn, Kim Scott, Chris Voss, Kevin O’Leary, Laura Wasser, John Maxwell, Mark Lanier, Robert Greene, and many more.

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