The Law Firm Marketing Minute

What This Lawyer Did to Stand Out—and It Changed Everything

• Spotlight Marketing + Branding • Episode 1050

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In this “Best Of” episode, Mike sits down with attorney Joel Ankney to talk about how one strategic decision completely transformed his reputation and opened unexpected doors. From invitations to speak at top business schools to being instantly recognized in professional circles, Joel shares how a single move elevated his authority and credibility in ways he never imagined.

📌 Key Takeaways:

  • How credibility compounds once you’re seen as an expert
  • Why authority is the best marketing tool for lawyers
  • The ripple effect one big visibility move can create

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SPEAKER_00:

What can publishing a book do for a law firm's brand? Like what have you seen since you published your first book?

SPEAKER_01:

Well, people know who I am. Um and and that's a really kind of interesting feeling. Um I have gone to two or three, three recently in the last year, three conferences, one at the Duke Business School, which is called Fuqua. They have all different they they're you can't call them the do, you know, and one at Wharton at UPenn, um, and then uh one at uh Georgetown University at McDonough Business School. All these are on a uh topic called entrepreneurship through acquisition. It just happens that my one of my books has been picked up by that community. And so when I walk into that conference and I'm networking or just mingling with people, that's how I introduce myself. I'm I'm an author and a lawyer. They always want to know what I wrote. When I tell them what I wrote, many people say, Oh, I've heard of that book, or I've actually read that book. And that's awesome. That that just makes it so much easier for me to um gain people's, you know, create a relationship with people and gain some trust with them. Um it's been amazing. I mean, that my book has gotten me uh invited to speak to the Columbia Business School to one of their MBA classes. I've spoken regularly as a guest lecturer at the University of Illinois Business School. Um, I'm gonna be speaking at the William and Mary Business School in the spring. And, you know, none of that would happen, would have happened without me not only publishing the book, but you know, having my audience find some value in the book. I mean, that's something I can't really control. And I've I've been really grateful that people have found value in the book.

SPEAKER_00:

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