In this episode of Counsel Cast Chambers, marketing experts Paul Counts and Shreya Banerjee discuss strategies for driving free traffic to your law firm through Google. 

They highlight the importance of optimizing your Google business profile, posting regular updates, and managing reviews. The duo shares insights on how small, consistent actions can lead to steady, qualified leads without spending on ads. Whether you're currently investing in SEO or advertising without seeing results, this episode offers valuable tips to turn Google into your most effective referral source.

Stephanie gives listeners actionable tips on:

• 00:00 Introduction: The Power of Google Strategy
• 00:52 Optimizing Your Google Business Profile
• 01:19 Leveraging Blog Posts for Google Traffic
• 02:09 The Misconception of Social Media vs. Google
• 03:05 Why Google Offers Free Tools
• 04:10 The Importance of Regular Updates

Connect with Paul here:

• Instagram
• LinkedIn
• Facebook
• https://www.marketingcounts.com  

Connect with Shreya here:

• Instagram 
• LinkedIn

Connect with me

• Instagram
• Pinterest
• Facebook
• Twitter
• Karin on Twitter
• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com 

In this episode of Counsel Cast, host Karin Conroy welcomes Jason Fishman, CEO of Digital Niche Agency (DNA), to explore how law firms can borrow proven marketing strategies from the world of investor acquisition. Jason shares how his team has helped raise hundreds of millions in capital by focusing on premium audiences, strong creative strategy, and data-driven funnels, and why those same principles can transform how law firms attract clients.

Through their discussion, Jason breaks down how to market like you’re raising $10 million: start with a system, not a guess. He outlines his Eight-Point Plan, a framework that blends research, competitive insight, and creative messaging to help firms attract high-value cases and scale sustainably.

Together, they dive into what separates vanity marketing from strategy, how to use social proof that actually converts, and why most firms stop short of the most profitable part of the funnel: the follow-up.

📌 You’ll learn:

• How to market your law firm like a scalable business, not a side project
• Why numbers alone don’t drive growth – creative does
• Jason’s Eight-Point Plan for building a strong marketing foundation
• How to use competitor audits to outsmart (not outspend) your competition
• The anatomy of an ad that stops the scroll and builds trust
• Why landing pages outperform websites and how to design them for conversions
• The simple funnel framework that turns one-time cases into repeat clients
• Common mistakes law firms make with digital campaigns, and how to fix them
• How to set meaningful KPIs and test your way to scalable success

💡 Featuring:

• Real-world parallels between investor marketing and law firm growth, examples of high-converting funnels, and insights on creative testing, content cadence, and building brand trust online. Jason also explains why consistent content follow-up is the secret weapon of every high-performing firm, and how to turn your marketing from chaotic to compound.

Karin and Jason give listeners actionable tips on:

00:43 Why referral-only marketing is still marketing (and why it’s not enough)

02:04 What if law firms marketed like they were raising $10M?

06:45 Understanding acquisition costs and benchmarks that make sense for firms

10:15 How creative drives conversions (and why numbers aren’t enough)

11:30 Jason’s Eight-Point Plan: from industry overview to audience personas

14:00 How to ethically research competitor campaigns

17:10 The “Test, Optimize, Scale” method for smarter marketing decisions

19:10 Building client personas that drive emotional resonance

21:00 Using visuals, numbers, and trust signals to make your ads click

23:45 The 3-1-3 Method: say more with fewer words

26:00 Why social proof matters more than ever in legal marketing

29:30 Mapping your funnel from awareness to advocacy

32:00 The follow-up sequence most firms skip (and how to automate it)

34:00 Creating meaningful weekly content that nurtures leads

36:30 Why emotions drive even the most logical client decisions

38:15 How to avoid burnout and short-term thinking in marketing

41:00 Diversifying your marketing “lanes” and traffic sources

42:00 Book Review: The E-Myth by Michael E. Gerber – why systems build freedom

46:00 How to start: creating your own “algorithmic roadmap” for firm growth

Resources mentioned in this episode:

• The E-Myth: Why Most Small Businesses Don’t Work and What to Do About It by Michael E. Gerber
• SimilarWeb (competitor traffic insights)
• Test, Optimize, Scale Podcast with Jason Fishman

Connect with Jason:

• LinkedIn: https://www.linkedin.com/in/jafishman/ 
• http://digitalnicheagency.com 

Connect with me

• Instagram
• Pinterest
• Facebook
• Twitter
• Karin on Twitter
• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com

In this episode of Counsel Cast Chambers, brand strategist Erin Andrea Craske explores the emotional and psychological aspects of branding. 

The conversation highlights why logical approaches often fall short in law firm branding and how emotional resonance can earn trust and influence decisions. Erin discusses various buyer personalities and stresses the importance of catering to each type to drive conversions. She emphasizes a consideration stage in the marketing funnel that is often overlooked but crucial for decision-making. 

The episode also addresses the misalignment of marketing investments focused heavily on awareness and neglecting the emotional connections needed throughout the customer journey.

Stephanie gives listeners actionable tips on:

• 00:00 Introduction to Emotional Branding
• 00:51 Understanding Different Buyer Types
• 02:35 The Importance of Conversions
• 03:28 Hidden Steps in the Customer Funnel
• 04:21 The Role of Emotions in Marketing
• 05:08 Building an Effective Marketing Funnel
• 06:25 Challenges in Digital Marketing
• 07:37 The Power of Brand Loyalty

Connect with Erin here:

• https://linktr.ee/eacraske
• https://www.erinandreacraske.com

Connect with me

• Instagram
• Pinterest
• Facebook
• Twitter
• Karin on Twitter
• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com 

In this episode of Counsel Cast, host Karin Conroy sits down with Lynn Colepaugh, founder of Cyber PR Army, to unpack why most law firms don’t fail at marketing because of talent, but because of chaos. Lynn shares her framework-first approach to creating marketing systems that protect your reputation, save time, and keep your firm’s messaging consistent even through turnover, regulation shifts, and daily fire drills.

They explore how to build simple, durable frameworks that free up billable hours, reduce decision fatigue, and make your marketing sound like you. From automating your inbox to taming your tech stack, Lynn shows how to delete duplication, clarify your voice, and scale your firm sustainably.

📌 You’ll learn:

• Why authentic tone is the #1 trust-builder in legal marketing
• Six neuroscience-backed motivators that shape every client decision
• The copywriting mistakes that make lawyers sound robotic (and how to fix them)
• When AI helps your marketing and when it kills your credibility
• How to use plain, emotionally intelligent language that converts without being salesy

💡 Featuring:

• Real examples from defense attorneys, brand messaging breakdowns, and a deep dive into The Crux by Richard Rumelt, a must-read on strategic clarity and problem-solving.

Whether you’re writing your own website, briefing your agency, or auditing your AI-assisted content, this conversation will show you exactly how to sound more human, and win more clients.

Karin and Rachel give listeners actionable tips on:

• 00:42 Why stiff lawyer bios repel clients (and what to say instead)
• 03:10 The defense attorney who chose handcuffs vs. the one who spoke to what’s at stake
• 06:43 “All copy is sales copy” without the sleaze
• 09:39 How language builds (or erodes) trust
• 16:18 The neuroscience of connection: six universal motivators behind human decisions
• 21:23 The truth about AI in legal marketing copy
• 27:11 Book Review: The Crux by Richard Rumelt, finding the real problem to solve
• 32:28 Coffee shop vs. 4 AM language: how to sound like yourself
• 36:58 The #1 copy change lawyers should make right now

Resources mentioned in this episode:

• Become What You Are by Alan Watts

Connect with Lynn:

• LinkedIn: https://www.linkedin.com/in/lynncolepaugh/ 
• Instagram: https://www.instagram.com/lynncolepaugh/ 
• X: https://x.com/lynndaigle
• Facebook: https://www.facebook.com/cyberprarmy
• http://cyberprarmy.com/thecastle 

Connect with me

• Instagram
• Pinterest
• Facebook
• Twitter
• Karin on Twitter
• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com 

In this episode of Counsel Cast Chambers, Mandy Hoskinson discusses the keys to creating a focused and effective social media strategy for law firms. 

Learn how to select the right platform, create suitable content, and maintain consistency without burnout. Insights include the specific advantages and limitations of platforms like TikTok and LinkedIn for localized and national reach, the importance of aligning marketing goals with broader business objectives, and the necessity of detailed target audience understanding. 

Mandy also emphasizes the role of C-suite executives in content creation and the value of local marketing strategies over spreading efforts too thin across multiple platforms.

Stephanie gives listeners actionable tips on:

• 00:00 The Importance of C-Suite Presence on Social Media
• 00:51 Challenges of Outsourcing Marketing
• 01:37 TikTok's Unique Algorithm and Its Implications
• 02:56 Finding the Right Marketing Inspiration
• 07:03 Understanding Your Audience's Broader Interests
• 09:01 Choosing the Right Platforms for Legal Marketing
• 09:31 Aligning Marketing Goals with Business Objectives
• 11:16 Effective Local Marketing Strategies
• 12:10 The Value of Social Media in Modern Marketing

Connect with Mandy here:

• https://www.instagram.com/mediamandy/
• https://www.linkedin.com/in/amandahoskinson/
• https://twitter.com/mediamandy/ 
• http://mandyhoskinson.com

Connect with me

• Instagram
• Pinterest
• Facebook
• Twitter
• Karin on Twitter
• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com 

In this episode of Counsel Cast, host Karin Conroy sits down with Rachel Allen, founder of Bolt from the Blue Copywriting, to unpack the neuroscience of human connection, and why sounding like a real person is the secret advantage in modern law firm marketing.

They dive deep into the psychology of trust, exploring why generic, AI-sounding copy destroys credibility and how to write in your authentic “coffee shop” and “4 AM” voice, the language real clients actually use when they’re making decisions that matter.

From lawyer bios to landing pages, learn how subtle word choices trigger the brain’s trust centers and why small shifts in tone can lead to major gains in conversion and client relationships.

📌 You’ll learn:

• Why authentic tone is the #1 trust-builder in legal marketing
• Six neuroscience-backed motivators that shape every client decision
• The copywriting mistakes that make lawyers sound robotic (and how to fix them)
• When AI helps your marketing and when it kills your credibility
• How to use plain, emotionally intelligent language that converts without being salesy

💡 Featuring:

• Real examples from defense attorneys, brand messaging breakdowns, and a deep dive into The Crux by Richard Rumelt, a must-read on strategic clarity and problem-solving.

Whether you’re writing your own website, briefing your agency, or auditing your AI-assisted content, this conversation will show you exactly how to sound more human, and win more clients.

Karin and Rachel give listeners actionable tips on:

• 00:42 Why stiff lawyer bios repel clients (and what to say instead)
• 03:10 The defense attorney who chose handcuffs vs. the one who spoke to what’s at stake
• 06:43 “All copy is sales copy” – without the sleaze
• 09:39 How language builds (or erodes) trust
• 16:18 The neuroscience of connection: six universal motivators behind human decisions
• 21:23 The truth about AI in legal marketing copy
• 27:11 Book Review: The Crux by Richard Rumelt – finding the real problem to solve
• 32:28 Coffee shop vs. 4 AM language: how to sound like yourself
• 36:58 The #1 copy change lawyers should make right now

Resources mentioned in this episode:

• The Crux by Richard Rumelt

Connect with Rachel:

• LinkedIn: https://www.linkedin.com/in/rachelallenwrites/ 
• Instagram: https://instagram.com/boltfromthebluecopywriting 
• https://www.boltfromthebluecopywriting.com/ 

Connect with me

• Instagram
• Pinterest
• Facebook
• Twitter
• Karin on Twitter
• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com 

In this episode of Counsel Cast Chambers, key moments are revisited from a conversation with branding expert Stephanie Riel. 

The discussion centers around how effective branding for law firms goes beyond aesthetics, delving into the importance of consistency, clarity, and psychology in building emotional connections with clients. Stephanie explains how different branding elements, like logo design, wording, and fonts, must align with the firm's identity and audience. 

We also cover the significance of data analysis, digital assets, and targeted marketing to better understand client behavior and improve lead generation. Through practical advice, Stephanie helps law firms rethink their branding strategies to ensure they resonate deeply with potential clients.

Stephanie gives listeners actionable tips on:

• 00:00 Introduction 
• 00:43 The Role of Consistency and Clarity
• 01:46 Analyzing Marketing Data
• 03:40 Understanding User Behavior
• 05:01 Calls to Action and Nurturing Leads
• 06:16 Empathy in Legal Branding
• 07:51 Conclusion and Final Thoughts

Connect with Stephanie here:

• www.instagram.com/rieldeal
• www.twitter.com/rieldeal
• https://www.linkedin.com/in/stephanieriel/
• https://www.facebook.com/stephanieriel.rieldeal
• www.stephanieriel.com

Connect with me

• Instagram
• Pinterest
• Facebook
• Twitter
• Karin on Twitter
• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com 

In this episode, I’m joined by Reid Holmes, dubbed as a 'marketing therapist,' sharing insights from his 30-year career in branding, strategy, and advertising. 

He discusses the concept of 'Appreciated Branding' from his bestseller and how it focuses on creating meaningful connections rather than intrusive marketing. Reid contrasts traditional advertising's interruptive nature with modern approaches that emphasize value and emotional connection. He provides practical examples and strategies applicable to various industries, including law firms, demonstrating how businesses can build stronger, trust-based relationships with their audiences. 

Key recommendations include leveraging social media for value-driven content and storytelling to foster deeper connections and brand loyalty.

Reid gives listeners actionable tips on:

• 00:00 Introduction to Reed Holmes and Appreciated Branding
• 01:23 Understanding Branding: Beyond Logos and Visuals
• 03:15 The Importance of Branding for Law Firms
• 04:34 Historical Perspective: Evolution of Branding
• 07:05 Appreciated Branding: A New Approach
• 09:01 Marketing Missteps and Effective Strategies
• 12:38 Creating Emotional Connections in Marketing
• 18:55 Leveraging Appreciation in Marketing Campaigns
• 20:38 Real-World Examples of Appreciated Branding
• 26:13 Implementing Appreciated Branding in Law Firms
• 29:40 Neutral Storytelling Techniques
• 30:39 Revitalizing Deluxe Checks
• 33:14 Small Business Revolution
• 36:05 Book Recommendation: The Untethered Soul
• 43:10 Marketing Strategies and Social Media
• 52:32 Conclusion and Resources

Resources mentioned in this episode:

• The Untethered Soul by Michael Singer
• Download the Branding Guide: 5 Steps to Building a Successful Brand Identity

Connect with Reid:

• LinkedIn: http://linkedin.com/in/reidholmes 
• Instagram: http://instagram.com/appreciatedbranding 
• TikTok: http://tiktok.com/@appreciatedbrand 
• http://reidholmes.com 

Connect with me

• Instagram
• Pinterest
• Facebook
• Twitter
• Karin on Twitter
• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com 

In this episode of Counsel Cast Chambers, we revisit key insights from our conversation with Cindy Chang, focused on using brand personality to connect with the right clients and stand out in a crowded market. 

Cindy provides actionable advice on defining your firm's voice, creating emotional resonance, and building a brand that attracts your ideal audience. The discussion also covers the importance of balancing reputation and relationships when it comes to maintaining client connections and underscores the power of emotional appeal in business decisions.

Cindy gives listeners actionable tips on:

• 00:00 Introduction 
• 00:47 Maintaining Client Relationships
• 01:49 Balancing Reputation and Relationships
• 02:27 Emotional vs. Logical Decision Making
• 03:20 Real-World Examples of Emotional Connections
• 05:31 Conclusion and Final Thoughts

Connect with Cindy here:

• Instagram
• LinkedIn
• http://www.thehustlingheart.com

Connect with me

• Instagram
• Pinterest
• Facebook
• Twitter
• Karin on Twitter
• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com 

In this episode, I’m joined by Jake Isham, CEO of Creative Minds, to talk about the significance of omnipresence in the digital landscape, especially for lawyers. 

He emphasizes the importance of being visible on multiple social media platforms and leveraging AI tools for content creation. Jake outlines strategies for building trust through consistent, high-quality content and the role of patience and perseverance in marketing. He also provides practical advice on starting a digital show and repurposing content across various platforms to maximize reach. 

Highlighting the power of social media, he shares insights on how lawyers can become thought leaders by educating, entertaining, and inspiring their audience.

Jake Robertson gives listeners actionable tips on:

• 00:00 Introduction
• 01:25 Understanding Omnipresence in Marketing
• 02:34 Building Trust Through Digital Presence
• 08:39 The Importance of Consistency in Marketing
• 11:11 Creating Engaging and Valuable Content
• 18:05 Leveraging Video Content for Omnipresence
• 25:28 Utilizing AI and Tools for Content Creation
• 29:46 The Evolution of AI and Its Role as a Tool
• 30:48 The Importance of Social Media in Modern Branding
• 32:59 Leveraging Social Media for Business Success
• 35:02 The Power of Interest-Based Social Media Algorithms
• 36:20 Effective Marketing Strategies for Entrepreneurs
• 40:00 The 10X Rule: Maximizing Effort and Goals
• 46:13 Practical Steps for Social Media and Content Creation
• 53:38 Repurposing Content for Maximum Reach

Resources mentioned in this episode:

• The 10x Rule by Grant Cardone

Connect with Jake:

• LinkedIn: https://www.linkedin.com/in/jakeisham/ 
• Instagram: http://www.instagram.com/jakecreativemarketing 
• http://www.jakeisham.com 

Connect with me

• Instagram
• Pinterest
• Facebook
• Twitter
• Karin on Twitter
• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com