Who loves ‘ya, baby?


We’re trained to see both sides of an issue and that’s good. It makes us better at our job. But building a successful law practice requires you to stand out from the herd. 

One way to do that is to choose sides on a controversial issue.

Not politics or religion, although you could choose one of these if you’re willing to go all in. No, I’m talking about something less ideological.

Something like reverse mortgages. 

I know someone whose parents got one and were happy until they spent all the proceeds buying things they didn’t need. It made the last few years of their life difficult and they became a burden on their kids who had to help out. 

It would be easy to demonetize reverse mortgages and use stories like this one to write and speak and warn people not to believe the hype.

You could build an entire practice doing that. 

On the other hand, I’m sure there are many people who are perfectly happy with their decision to get a reverse mortgage. They timed it right, they were careful with the money, they got good advice along the way, and they are enjoying their retirement.

You could take that side, too. 

If you adopt the latter view, you could write about how reverse mortgages can be a blessing, network with real estate professionals who specialize in them and build a successful practice as a champion for the industry. 

I don’t know if reverse mortgages are, per se, good or bad. I haven’t looked into it. I’m saying that you can get a lot of mileage out of choosing sides on a controversial issue (e.g., Bitcoin investing) and marketing the hell out of it.

Whatever the issue, choosing sides will make you some enemies.  (If it doesn’t, you haven’t chosen the right issue.) Making enemies is the price you pay to make a name for yourself. 

The other option is to play it safe and have nobody know your name. 

Marketing legal services is easier when you know the formula 

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