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Home / Podcast  / 016: How to Become the Big Fish in a Little Pond with Ronnie Morton – Part 2

When attorneys embark on their legal careers, they typically struggle to identify a specific area of expertise where they can excel. Instead, they accept any available work that comes their way, even if it means settling for more minor cases because they have financial obligations such as bills and student loans to pay. Consequently, they end up fighting for scraps.

But what if you could discover the winning strategy to transform into a big fish in a small pond? By becoming the go-to person in your niche, your name will be the one that comes to mind first. Particularly in a small community, you can achieve a significant impact with strategic planning and be the prominent figure.

This episode is part two of Steve’s discussion with attorney Ronnie Morton. Ronnie’s practice, specializing in elder law, is based in the small town of Clinton, Mississippi. Although many lawyers assert that carving out a niche in a small market like his is impossible, Ronnie managed to dominate the market for elder law in his town and is now considered the authority in Clinton. However, this wasn’t always the case. He had to undergo a process of experimentation and learn from his mistakes to uncover the winning formula.

Initially, Ronnie set his sights on a career as a plaintiff’s attorney, where he would handle high-value cases. However, despite his efforts, he didn’t experience the desired outcomes. He switched gears, transitioned to a role as a general counsel, and by age 35, he realized that he needed to make a more significant change. Then, Ronnie began acquiring knowledge about utilizing technology to expand his business.

In this episode, you will hear:

  • Why he created the Automated Attorney, what his automation process looks like, and how he uses it to follow up with potential leads
  • How using high touch causes Ronnie’s clients to refer him to others by improving their experience and educating them
  • The other steps he took to become the dominant market player in his rural community
  • The new product Ronnie is launching that will be turnkey for attorneys
  • Why you have to change your processes because what works evolves over time
  • What trifecta referrals are and how Ronnie attracts them
  • His shock-and-awe box for potential clients and why it’s such a great marketing device
  • Why Ronnie’s favorite type of marketing is SEO and why you should have more than one marketing tactic to remain relevant
  • His favorite part of owning his practice
  • The advice he would give to his younger self

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Supporting Resources:

Steve Riley

Certified Practice Advisor & Attorney

Steve Riley has coached attorneys for more than 20 years. His one-on-one coaching focuses on a limited number of top producing attorneys committed to taking their practices to new levels of excellence, profit, and personal success. He also presents at group coaching workshops around the country for individual law firms, state bar associations, and other legal organizations.

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