Weekly Lawyer Stories

This week: why lawyers’ reach is dropping on LinkedIn, and what to do about it.

Also inside:

• The one sentence to write before your next post
• 4 PI lawyers worth following

Insights from content strategists who’ve helped 120+ attorneys build LinkedIn audiences and written 15,000+ of the most successful lawyer LinkedIn posts.

Before we dive in… here’s the short version.

📝 The Breakdown

LinkedIn got crowded. Here’s what to do about it.

What changed

Four years ago, very few lawyers posted on LinkedIn. You could write five random posts and they’d blow up, because nobody else was posting.

Now everyone is. A PI lawyer in Florida recently asked me why his posts stopped reaching anyone. I counted 20+ other PI lawyers just in Florida posting every week. Four years ago, he’d have been the only one.

What it means for you

When everyone posts, “okay” posts stop getting seen. And “PI lawyer in Florida” doesn’t set you apart anymore. It’s just a category.

Posting more won’t fix that. People need a reason to remember you.

What works now

Be known for one thing.

Kurt London does personal injury in Utah. Same crowded feed as everyone else. But he talks about his morning Monster Energy so often that I think of him every time I see the can. Monster has never paid him a cent.

Your one thing doesn’t have to be a can. Usually it’s one of these four:

• A belief. Taylor Bell thinks non-lawyers should be allowed to own law firms. Half the lawyers on LinkedIn hate that idea, and that’s exactly why they remember who said it. The test: would anyone argue with it? If not, it’s just a slogan.
• An experience. Adam Loewy writes openly about his sobriety. Those posts don’t sell anything, but they bring in his best comments and DMs, because people feel like they know him.
• A passion. Monica Ishak is a criminal defense lawyer who loves running. If she owns it, every runner on the sidewalk becomes a small reminder of her.
• A habit. Kurt and his Monster can.

Why it pays off

Most lawyers get their best cases from other lawyers. A family lawyer reads your post today and forgets it. Three months later, a car accident case walks into their office. They can’t take it, so they think of a name.

📋 The Bit to Steal

Finish this sentence:

For example: “I’m the lawyer who only handles trucking cases.” Or “I’m the lawyer who explains what insurance adjusters won’t tell you.” Or, if you’re Kurt, “I’m the lawyer with the Monster can.”

A good answer:

1. Matters to you and to the lawyers who refer to you
2. Is short enough that someone could repeat it to a friend
3. Makes you the first name they think of

Once you have it, say it a hundred different ways.

👥 People to Follow

4 lawyers known for one thing

Kurt London is 38, has three kids, gets up at 4 AM, and runs a PI firm across five states. He writes about all of it, Monster included. Follow him to see what it looks like when a lawyer is impossible to forget.

Taylor Bell is an ABS and MSO lawyer in Arizona and sits on the state’s ABS committee (speaking for himself, not for it). He explains how non-lawyer ownership actually works, in plain language and with real numbers. Follow him if you want to understand where law firm ownership is heading.

Adam Loewy carries 40 to 50 cases at a time, on purpose, while bigger PI firms spend money on AI to handle more volume. He’s also open about his own story, sobriety included. Follow him for a lawyer who sounds like a person.

Monica Ishak is a criminal defense lawyer who co-hosts a podcast breaking down high-profile cases, and she’s not afraid to disagree with her co-host on air. Follow her for case breakdowns from someone who actually defends these cases.

See you Wednesday.

Jacob