Lake City Truck Accident Lawyer

Marketing key in making Glen Lerner a celebrity attorney

Close your eyes. Imagine Glen Lerner’s jingle. You can dial his number from memory, can’t you? In this age of speed dialing and cellphone-programmed contacts, how many telephone numbers can you remember? So the question has to be asked: Is Glen Lerner the most recognizable personality in Las Vegas?

The 47-year-old Las Vegas personal injury lawyer has used his marketing savvy to turn a larger-than-life personality into a multimillion-dollar enterprise that has expanded into Arizona.

Much like a singer who has a No. 1 song, Lerner didn’t want to be known as a one-hit wonder and wondered whether what worked in Las Vegas would work elsewhere. Lerner is opening offices in Providence, Chicago, Salt Lake City and Albuquerque to see whether his regular-guy-who’s-an-attorney personality could be successful there, too.

Even his business card is nothing like other attorneys’: Doing his now-classic “Mr. Universe pose” and saying how his firm crushes the competition, Lerner doesn’t come across as your typical anything, let alone a highly compensated attorney in full flight.

How many attorneys in town wear worn jeans, cowboy boots and a muscle-revealing shirt to the office? This Boston native’s look—with his unmistakable, distinguishable Red Sox-loving accent—seems more at home on Muscle Beach than the Strip.

In person, Lerner is soft-spoken and appears at peace with himself. But ask him about television advertising, and the larger-than-life character on the flat screen comes to life. This Duke University religion major has recently become deeply religious and isn’t afraid to show it—he proudly displays a cross around his large neck—or talk about it. Lerner, a father of four, says his faith has genuinely transformed him and his family. VEGAS INC sat down for this interview with the city’s most recognizable attorney.

Tell us, how do you feel about being one of the most well-known people in the city?

People tell me I’m a celebrity and I say ‘no, no, no’. I pay for it so I’m a quasi-celebrity. That’s amazing what marketing can do. A couple of guys spend nearly the same amount I do, yet, I dominate the market because of my persona. I come off differently on TV than the other guys. I don’t come across as your average lawyer, and I think that allows me to do so well here. I’ve been very blessed. I’m the largest in the state of Arizona, as well.

Why don’t you come across as the typical lawyer?