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Most people think building a personal brand is about being everywhere—but the real power comes from being consistent in one place.
I had the chance to be interviewed by Charley Mann on his podcast They Don’t Teach This in Law School, and we went deep into building a personal brand that drives real business. We talked about my story and how I went from working in top marketing roles at Coca-Cola, McDonald’s Restaurants and Sprint to launching Ten Golden Rules, and why niching down into law firm marketing helped us triple our revenue. I shared simple ways attorneys can build visibility by just answering one question a week—and how to turn that into blogs, video, SEO, and social media without burning out. If you're trying to stand out as a lawyer or grow your firm, this one is packed with practical strategies you can use today.
Key Topics
03:52 – The one thing they don’t teach in law school: how to build a personal brand.
04:28 – My journey from Coca-Cola to launching Ten Golden Rules.
05:42 – Why niching down into law firm marketing tripled my business.
06:38 – How I balance my personal brand with my company brand.
08:45 – The easiest way lawyers can start building a brand: answer common client questions.
09:48 – The exact content strategy I use for law firms (video > YouTube > blog > social).
10:43 – Why sharing the spotlight with others helps build your brand faster.
11:56 – How consistent content made me visible across the legal industry.
13:16 – My 5-year overnight success strategy—webinar every month, podcast every week.
15:07 – How to turn a client email into content for every platform.
15:53 – My “easy button” content system: one video a week, then delegate.
17:52 – What I learned about branding from Coca-Cola.
19:23 – How John Morgan’s national brand proves recognition drives results.
20:07 – Four key elements I focus on for consistent branding.
21:48 – Why done is better than perfect when it comes to brand messaging.
22:53 – The 80/20 rule that helped me choose my niche and scale faster.
24:05 – How picking a niche made things easier for me and my team.
25:46 – Why Google now rewards hyper-focused websites—and what I did to adapt.
28:15 – The three signs (I call them "God winks") that told me to niche down.
Resources Mentioned
Books:
Technology/Software:
Podcasts:
About our Guest Host:
Charley Mann has worked with law firm owners to grow their lives and practices for 15+ years. He has spoken and appeared on numerous stages and shows run by organizations including Profit With Law, Ten Golden Rules, The Law Firm Blueprint, Great Legal Marketing, Foster Consulting, 7-Figure Attorney Summit, Influential Entrepreneurs, and dozens more.
Today, he is the founder of Law Firm Alchemy, a coaching organization for law firm owners and co-founder of Red Kraken Creative, an email newsletter agency for law firms.
https://www.lawfirmalchemy.com/
About Jay Berkowitz:
Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules, a digital marketing agency specialized in working with attorneys.
Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon. He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.
Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.
Connect with Ten Golden Rules
Subscribe to Ten Golden Rules on YouTube
Check out our webinars on TenGoldenRules.com
Connect with Ten Golden Rules on LinkedIn
Follow Ten Golden Rules on Facebook
Connect with Jay Berkowitz on LinkedIn
Thanks for listening!
Thanks so much for listening to our podcast! If you enjoyed this episode and think that others could benefit from listening, please share it using the social media buttons on this page.
Do you have some feedback or questions about this episode? Leave a comment in the section below!
Subscribe to the podcast
If you would like to get automatic updates of new podcast episodes, you can subscribe to the podcast on Apple Podcasts or Stitcher. You can also subscribe in your favorite podcast app.
Leave us an Apple Podcast review
Ratings and reviews from our listeners are extremely valuable to us and greatly appreciated. They help our podcast rank higher on Apple Podcasts, which exposes our show to more awesome listeners like you. If you have a minute, please leave an honest review on Apple Podcasts.
4.3
66 ratings
Most people think building a personal brand is about being everywhere—but the real power comes from being consistent in one place.
I had the chance to be interviewed by Charley Mann on his podcast They Don’t Teach This in Law School, and we went deep into building a personal brand that drives real business. We talked about my story and how I went from working in top marketing roles at Coca-Cola, McDonald’s Restaurants and Sprint to launching Ten Golden Rules, and why niching down into law firm marketing helped us triple our revenue. I shared simple ways attorneys can build visibility by just answering one question a week—and how to turn that into blogs, video, SEO, and social media without burning out. If you're trying to stand out as a lawyer or grow your firm, this one is packed with practical strategies you can use today.
Key Topics
03:52 – The one thing they don’t teach in law school: how to build a personal brand.
04:28 – My journey from Coca-Cola to launching Ten Golden Rules.
05:42 – Why niching down into law firm marketing tripled my business.
06:38 – How I balance my personal brand with my company brand.
08:45 – The easiest way lawyers can start building a brand: answer common client questions.
09:48 – The exact content strategy I use for law firms (video > YouTube > blog > social).
10:43 – Why sharing the spotlight with others helps build your brand faster.
11:56 – How consistent content made me visible across the legal industry.
13:16 – My 5-year overnight success strategy—webinar every month, podcast every week.
15:07 – How to turn a client email into content for every platform.
15:53 – My “easy button” content system: one video a week, then delegate.
17:52 – What I learned about branding from Coca-Cola.
19:23 – How John Morgan’s national brand proves recognition drives results.
20:07 – Four key elements I focus on for consistent branding.
21:48 – Why done is better than perfect when it comes to brand messaging.
22:53 – The 80/20 rule that helped me choose my niche and scale faster.
24:05 – How picking a niche made things easier for me and my team.
25:46 – Why Google now rewards hyper-focused websites—and what I did to adapt.
28:15 – The three signs (I call them "God winks") that told me to niche down.
Resources Mentioned
Books:
Technology/Software:
Podcasts:
About our Guest Host:
Charley Mann has worked with law firm owners to grow their lives and practices for 15+ years. He has spoken and appeared on numerous stages and shows run by organizations including Profit With Law, Ten Golden Rules, The Law Firm Blueprint, Great Legal Marketing, Foster Consulting, 7-Figure Attorney Summit, Influential Entrepreneurs, and dozens more.
Today, he is the founder of Law Firm Alchemy, a coaching organization for law firm owners and co-founder of Red Kraken Creative, an email newsletter agency for law firms.
https://www.lawfirmalchemy.com/
About Jay Berkowitz:
Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules, a digital marketing agency specialized in working with attorneys.
Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon. He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.
Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.
Connect with Ten Golden Rules
Subscribe to Ten Golden Rules on YouTube
Check out our webinars on TenGoldenRules.com
Connect with Ten Golden Rules on LinkedIn
Follow Ten Golden Rules on Facebook
Connect with Jay Berkowitz on LinkedIn
Thanks for listening!
Thanks so much for listening to our podcast! If you enjoyed this episode and think that others could benefit from listening, please share it using the social media buttons on this page.
Do you have some feedback or questions about this episode? Leave a comment in the section below!
Subscribe to the podcast
If you would like to get automatic updates of new podcast episodes, you can subscribe to the podcast on Apple Podcasts or Stitcher. You can also subscribe in your favorite podcast app.
Leave us an Apple Podcast review
Ratings and reviews from our listeners are extremely valuable to us and greatly appreciated. They help our podcast rank higher on Apple Podcasts, which exposes our show to more awesome listeners like you. If you have a minute, please leave an honest review on Apple Podcasts.
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