This is Chapter 12 of the free audio edition of Renegade Lawyer Marketing (Second Edition)—only on the Renegade Lawyer Podcast.

In this chapter, Ben Glass breaks down the real meaning of a Unique Selling Proposition (USP)—and why most law firm taglines completely miss the point.

Forget clichés like “aggressive representation” or “we fight for you.” Your USP isn’t a slogan. It’s the reason someone chooses your firm over every other option, including doing nothing at all.

You’ll learn:

What your real USP is (and why it’s probably not what you think)
How Coors Beer can teach you a killer marketing lesson
Why “we’ll make it drop-dead simple” is more powerful than “we’ll win big”
How to explain your value in a way that matters to real clients
Why your internal culture is just as important as your marketing

Shout-out: Thanks to our friends at Case Status, the #1 mobile client engagement tool for law firms—and a Premier Sponsor of the Great Legal Marketing Summit.
Download their free 2025 Client Experience Report at casestatus.com

📘 Get the book + bonuses at RenegadeLawyerMarketing.com
🎟️ Join us live this October at GLMSummit.com

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.

Bob Pearson, Vice Chair & Chief Innovation Officer, W2O: Thinking Like an Innovator