Michael Mogill’s Book Brought Him Six-Figure Clients and $5 Million in New Business Within Two Years
Fun surprises since the book
The best cases go to the best marketers. It's this unfortunate truth about law firms that fuels Michael Mogill every day, and it's why he set out to give smaller firms a fighting chance in a saturated, competitive, and commoditized legal industry.
The Firms With Heart Were Getting Drowned Out
Michael knows the difference between choosing a great attorney who cares deeply and an average one who doesn't. It's a difference that can determine whether or not a family is able to put food on the table during trying times.
What he found was that the smaller firms, no matter how great they were, didn't have a voice in the market. The big firms with money drowned out the small firms with heart.
Michael recognized that law schools are far better at teaching law than how to run a business. Knowing this, he saw an opportunity to bring his years of big brand marketing expertise to an industry thirsty for differentiation. His company, Crisp, is now dedicated to helping these smaller firms tell their story, stand out, and have a fighting chance in the saturated, competitive, and commoditized legal industry.
"You could be a really great lawyer, but unless you know how to get out in front, you'll be at a significant disadvantage."
Michael Mogill
Done Playing Small
After years of giving presentations, keynote speeches, and webinars, Michael knew there was another level he could reach. To go all-in with his mission, Michael needed to write a book. It would be a way to pay it forward and lower the barrier to entry for smaller law firms that couldn't afford to work with Crisp. He saw his book as the guide he wished he'd had when he started his business. A book would also help Michael build his personal brand, and, most significantly, he was done playing small.
"If you're serious enough and believe in what you're doing, and if you want to help people, at some point you have to go all-in and you make that type of commitment."
Michael Mogill
To hold himself accountable, Michael announced his book at the Crisp Game Changers Summit in November 2018 in front of thousands of people. Then the real work began.
Finding The Gold Standard
Michael knew authors who'd sat down and typed every word of their book, and he knew he wasn't going to pursue that path. He wanted the definitive book on legal marketing, a book he would see at the front counter in Barnes and Noble, which meant he needed the best to help him.
"I wanted to work with an established organization that was doing things the right way, that could help me and guide me, just like I do for my clients."
Michael Mogill
Early in his search, one of Michael's trusted friends, a best-selling author, sang Scribe's praises. After looking at the company as a whole, Michael was quickly convinced he'd found the gold standard in book publishing. It was a truly start-to-finish approach, and there was no need to look anywhere else.
"You can't say you want to do the best at something and then half-ass every other decision. I went all-in and got the full package."
Michael Mogill
Facing Down The Fear
Even with Scribe by his side, Michael carried concerns: Did he have enough content? Would his book suck? Hadn't it all been written before? On his first call, his Scribe team addressed his fears one by one. He didn't just have enough content for one book; he had enough for three. And no one had written a legal marketing book from Michael Mogill, with his unique voice and wisdom.
"I felt like everyone wanted me to win. This book would never have gotten done, never have gotten written, if I hadn't worked with a partner like Scribe."
Michael Mogill
Michael especially appreciated Scribe's approach of writing the book with him and not for him, so everything was in his own voice.
The Results Were Instantaneous
After publishing The Game Changing Attorney, the results were instantaneous. One attorney read Michael's book on a flight and called him the next day. Within 30 minutes, he became a six-figure client for Crisp.
"I would do calls with clients while I was writing the book. It was almost unfair. I knew that topic so much better, having researched it and written about it. Writing this book elevated my game completely. I was like Neo from the Matrix."
Michael Mogill
With The Game Changing Attorney, Michael was done selling. Now he won't have a conversation with a prospect until they've read the book. Michael estimates that in the two years since his book was published, he's earned at least $5 million from people who've read it.
A New Trajectory
His personal brand reached another level, too. Michael became the go-to expert for legal marketing, landing bigger speaking engagements including an invitation to speak in Prague at a legal technology conference after the organizer read his book. He further parlayed the book's success into The Game Changing Attorney Podcast, which became the top podcast on legal marketing.
The book has completely altered the trajectory of Michael's life and business. He has received thousands of responses from people, each a sincere thank-you packaged in a heartfelt story. One note read: "I was about to quit after twenty years because the phone was ringing less and less. Your book has re-energized me and given me a fighting chance."
"The best attorneys can now be the best marketers. That's good for everyone."
Michael Mogill
Ready to Write Your Success Story?
Join 1,600+ authors who have published with Scribe Media and transformed their careers.
Schedule a Consult