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Home / Public Resources  / How to Become the Big Fish in a Little Pond with Ronnie Morton – Part 1

Aspiring lawyers often find themselves in a challenging position when starting their careers. With bills and student loans to pay, they take on any work that comes their way, regardless of whether it aligns with their interests or career goals. It’s easy to become just another small fish in a big pond, struggling to make a name for yourself.

But what if there was a way to become a big fish in a small pond? A way to establish yourself as the go-to resource in a niche market and stand out from the competition? In this episode of the podcast, guest Ronnie Morton shares his journey to becoming the dominant market player in his niche of elder law, based in the small town of Clinton, Mississippi.

Ronnie’s journey began with a pivot in his career path. Despite initially planning to become a plaintiff’s lawyer, he realized this business model wasn’t working for him. He then became a general counsel before discovering his passion for estate planning and elder law. Wanting to be seen as an expert in this field, he began to self-educate, attending seminars and workshops, and reading books on the topic.

His strategy for shifting his practice into a niche included marketing through hosting boot camps for other professionals such as CPAs and CFPs and using a shock-and-awe box for potential clients. He also refined his SEO strategy to attract more leads and developed the Automated Attorney, a process for following up with potential leads. He emphasizes the importance of high-touch client experiences, which can lead to more referrals, and he recommends having more than one marketing tactic to remain relevant.

Ronnie’s success proves that becoming a big fish in a small pond is possible, even in a rural community. By staying up-to-date with evolving laws and regulations, refining marketing strategies, and creating high-touch client experiences, attorneys can establish themselves as the go-to resource in their niche and become the dominant market player.

If you’re an aspiring lawyer struggling to find your passion, take inspiration from Ronnie Morton’s story. With his advice, you can find the formula to become the big fish in a small pond and thrive in your legal career.

If you want to learn more about becoming the big fish in a little pond, check out

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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