How Targeted Strategy and Inner Work Drive Legal Success

By Steve Fretzin & Jordan Whelan

How Targeted Strategy and Inner Work Drive Legal Success

Marketing is often viewed as a numbers game, but after my conversation with Jordan Whelan, president of Grey Smoke Media, it became clear that mindset is just as critical as metrics. Jordan has built some of Canada’s largest law firms through innovative campaigns, yet he credits much of his success to the internal work that fuels external results.

Jordan’s journey began in media—television, radio, and print—before he transitioned into marketing. Over the years, he helped transform Diamond and Diamond from a modest practice into the largest personal injury and real estate law firm in Canada. He also grew the largest divorce firm in Toronto. His agency eventually shifted its entire focus to serving lawyers, and his insights into what works and what fails in legal marketing are invaluable.

The Foundation of Success: Mindset and Meditation
Jordan believes that lawyers often underestimate the role of mindset in business development. He practices daily meditation, not as a stress-relief tactic but as a way to manage and reshape his thoughts. He likens negative thoughts to clouds passing by, choosing not to attach to them but to let them drift away. This discipline, he says, allows lawyers to break free from old stories about who they are and step into the professional they want to become. The way you see yourself dictates what you attract. If you see struggle, you will encounter more struggle. If you see growth, you will find opportunities for growth.

Marketing with Precision, Not Ego
When it comes to marketing, Jordan is clear: most lawyers make mistakes by either underspending or misallocating their budgets. He stresses the importance of having a strong, emotionally resonant website. A site that feels cold, unwelcoming, or outdated will never convert visitors into clients. Likewise, spending for ego—such as buying billboards that serve only as vanity pieces—rarely pays off. Instead, Jordan emphasizes defining a buyer persona with precision. Divorce ads targeted at women, for example, are more effective when run at specific times of day when conflict is likely to occur. Similarly, personal injury campaigns resonate more with blue-collar audiences than with higher-income professionals who tend to seek referrals.

Embracing Low-Cost, High-Impact Tactics
Not every firm has a massive budget, but Jordan argues that creativity can bridge the gap. Micro-offers such as free checklists or case-value estimators provide value while capturing leads. Short, targeted videos optimized for different neighborhoods or situations are another powerful tool. He also encourages lawyers to take advantage of underused platforms like Reddit and Quora, where engaging directly with questions can generate steady streams of traffic. With tools like Metricool, a single video can be distributed across multiple platforms, maximizing visibility at minimal cost.

The Future of Search and the Role of AI
SEO remains king in Jordan’s eyes, but it is evolving. Backlinks from credible sources continue to drive rankings, yet AI is reshaping how people search. Instead of typing “personal injury lawyer Toronto,” users are now asking natural-language questions like “I just broke my leg in an accident, do I have a case?” AI tools such as ChatGPT will increasingly surface results based on authority signals—consistent content creation, strong backlinks, and brand presence. In short, lawyers who fail to build an authentic digital footprint risk being left behind as search technology shifts.

Jordan’s perspective highlights an important truth: successful marketing requires both an external strategy and an internal shift. By combining precise targeting with a disciplined mindset, lawyers can not only grow their practices but also redefine how they see themselves in the marketplace.

Learn more about Jordan HERE

For more information about taking your law practice to the next level, please email me directly at steve@fretzin.com.

Steve Fretzin, an expert at legal business development, is the author of four books regarding the topic and is the host of the Be That Lawyer podcast. He has helped hundreds of attorneys across the world dramatically grow their book of business while living a well-balanced life. He can be reached at steve@fretzin.com.

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