Be Distinctive, Not Different: Law Firm Marketing with Dan Toombs

In this episode, I sit down with Dan Toombs, founder of law firm marketing agency Practice Proof, who took an unorthodox path from his early days at St Mary’s in Toowoomba into law, social justice work and eventually two decades at the forefront of digital strategy for lawyers. Dan understands the legal profession from the inside, which is exactly why his take on marketing feels both practical and grounded.

We talk about what most law firms get wrong about “being different” and why the real goal is being distinctive. Dan unpacks brand salience and the long game of staying top of mind, plus we discuss a standout example from Shine Lawyers and how memorable branding can cut through a crowded market without relying on the usual legal clichés.

We also explore StoryBrand and why positioning the client as the hero matters in professional services, particularly when clients are stressed, time poor and trying to make sense of a complex process. Finally, Dan shares his candid view on how AI is starting to reshape SEO and legal marketing, what is still unclear, and what firms should be paying attention to right now.

Links:

https://www.practiceproof.com/

https://www.linkedin.com/in/marketinglawfirms/

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