Ten Golden Rules Growth Strategies for Law Firms Podcast

Automate, Communicate and Innovate! At our most recent live event I had the privilege of hosting a stellar panel featuring Edward Kirk, Kellen Brown, and Jay Sarmaz, where we explored cutting-edge tools that are transforming business marketing and client engagement in the legal industry. We dove deep into the role of technology in enhancing everything from lead tracking to case management and client satisfaction. Edward introduced us to Supio, an AI-native platform tailored for law firms, helping attorneys analyze complex data and expedite case work. Kellen showcased Crystal Knows, a groundbreaking tool that uses DISC personality profiling to optimize communication and sales strategies. Jay from Case Status walked us through their client engagement platform that lets firms manage client relationships like a "pizza tracker," enhancing both satisfaction and referrals through innovative features like AI-recommended responses and multilingual communication.

Our discussion emphasized how adopting focused technology solutions can streamline operations, boost client satisfaction, and ultimately drive growth. From understanding the ethical use of AI to leveraging tools that simplify communication or provide real-time insights, these technologies aren't just add-ons—they're becoming essential for competitive success. If you're in the legal industry and looking to future-proof your practice, this episode is packed with insights and actionable advice!

Key Topics

• 02:22 The importance of technology in the legal field.
• 03:05 The various ways clients can interact with law firms, including referrals, SEO, and social media.
• 03:30 The importance of tracking leads and using technology like call tracking numbers and intake technology is highlighted.
• 04:06 The role of Lead Docket, a FileVine product, in tracking and assigning leads.
• 04:20 The significance of CRM (Case Management Systems) in tracking cases and their progression is discussed.
• 04:58 Case Status, describing it as a banking app for clients to track their cases.
• 06:52 Supio as an AI-native tool designed for plaintiff lawyers, focusing on medical data, bills, and trial data.
• 06:17 The tool helps lawyers find insights, draft motions, and summarize cases using AI.
• 10:19 The importance of using the right AI for legal tasks and the risks of unreliable results from unethical tools.
• 12:34 Supio's AI assistant interacts with medical data, providing insights and drafting assistance.
• 14:00 The tool's ability to speed up cases and free up time for lawyers to focus on client interactions is highlighted.
• 14:35 A success story of a firm using Supio to win a half-billion-dollar verdict by accessing medical records in real-time.
• 15:30 The tool also helps with other types of data, such as depositions and expert reports, using a feature called Deep Dive.
• 17:01 Supio simplifies the process of extracting line items from medical bills and creating a ledger.
• 18:05 The tool's ability to check the eligibility of medical bills and generate reports is discussed.
• 18:50 Supio's drafting feature helps lawyers tailor demand packages and letters using AI.
• 20:10 The importance of integrating Supio with existing case management systems for seamless data flow.
• 28:38 Jay from Case Status, highlights the tool's ability to provide a banking app-like experience for clients.
• 30:08 Case Status helps law firms improve client satisfaction and operational efficiency.
• 31:23 The tool's client onboarding process is described, including the use of text messages and app download links.
• 34:08 The tool's ability to predict client sentiment and provide translations for multilingual clients is highlighted.
• 35:34 The importance of measuring client experience through Net Promoter Scores and referrals.
• 38:14 The recommended responses feature, which uses AI to draft responses based on firm data and previous conversations.
• 39:55 Case Status’ new product in works, case sentiment.
• 41:10 Success stories of firms improving their response times and client satisfaction scores.
• 42:54 The tool's integration with major case management systems and its ability to save time for law firms are emphasized.
• 48:43 Crystal Knows, the tool's ability to provide personality insights from LinkedIn profiles.
• 50:55 The DISC personality framework and how Crystal Knows uses it to predict communication styles.
• 52:04 The tool's ability to provide high-level do's and don'ts for communication with different personality types is discussed.
• 53:08 Example of using Crystal Knows to understand and communicate effectively with a friend.
• 53:28 The playbooks feature, provides detailed communication strategies for different personality types.
• 55:02 The tool's ability to enrich CRM data and provide insights during virtual meetings is highlighted.
• 56:05 The calendar integration feature provides personality predictions for upcoming meetings.
• 56:38 The tool's ability to help users understand and improve their own communication styles is emphasized.
• 1:01:25 The breakdown of disc types and how to deal with them in the first 5 seconds.
• 1:10:25 The panelists answer questions from the audience, including integration details and the ease of adopting new technologies.

Resources Mentioned

• Supio's AI Solutions
• Case Status
• Lead Docket

• Crystal Knows

• Litify
• Filevine
• Smart Advocates
• Clio

About Edward Kirk:

Ed is the Head of Partnerships at Supio, where he merges 12 years of legal acumen with a specialized focus on B2B legal tech sales. A graduate in Law from the University of Law, London, and History from Royal Holloway, Ed spent several years as a family lawyer at Simons Muirhead Burton in London, UK. Transitioning into legal technology, Ed was the Head of North America & UK at Settify. He successfully drove the company’s expansion across three countries through building collaborative relationships. Ed has cultivated an expansive network among the legal and legal tech community across North America and the UK.

About Jay Sarmaz:

Jay is the Vice President of Data & AI at Case Status, bringing over 14 years of experience in Data & AI, with a specialized focus on legal technology for the past five years. Known for his innovative approach and deep expertise, Jay is passionate about transforming the legal tech landscape, particularly in client engagement. His decision to join Case Status was driven by a shared commitment to innovation and impactful solutions. As Case Status continues to set new standards in client experience and operational efficiency, Jay’s leadership in data and AI initiatives plays a pivotal role in driving forward the company’s mission and vision.

About Kellen Brown:

Kellen is a Customer Success Manager at Crystal Knows, where he empowers clients to unlock the full potential of personality-driven insights. With a focus on fostering meaningful client relationships, Kellen works closely with organizations to integrate Crystal’s AI-powered personality tools into their communication and sales strategies, improving team dynamics and client engagement. Known for his proactive approach and commitment to client success, Kellen leverages his expertise in customer relations to ensure that clients not only meet but exceed their business goals with Crystal Knows.

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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

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Hiring great resources as VAs, paralegals and office staff can transform your law firm’s productivity, profitability, and your work-life balance. In this game-changing episode I am joined by Raquel Gomes, the founder of Stafi, a unique staffing solution tailored specifically for small and mid-sized law firms. Raquel shares her journey from corporate America to entrepreneurship and explains how Stafi is solving the critical hiring and delegation challenges law firms face today. Stafi’s model provides firms with skilled, vetted paralegals and support staff, predominantly from Latin America, enabling lawyers to save on costs and increase efficiency by delegating routine tasks.

Raquel and I discuss how outsourcing certain functions—like intake, marketing, and paralegal work—can free up time for law firm owners to focus on higher-value tasks and enjoy a better work-life balance. Stafi goes beyond traditional staffing with extensive coaching and support systems for virtual staff, ensuring quality performance and alignment with firm culture. Raquel also shares her passion for helping law firm owners reclaim their time and find more joy in their work by incorporating effective delegation strategies and creating robust support systems.

Key Topics

• 02:20 Raquel worked in the high-tech space as a sales representative and climbed the corporate ladder to become a successful executive.
• 04:02 Stafi was founded to help business owners, including law firm owners, grow and scale their businesses without sacrificing personal life.
• 04:36 The challenges faced by small firm law firm owners in finding and vetting talent, and the lack of time and resources to onboard and train new staff.
• 05:00 The importance of delegation and work-life balance, sharing her personal breaking point when her newborn daughter was left unattended due to work commitments.
• 05:20 Stafi aims to provide high-end professionals who are vetted, screened, and trained to support law firms, allowing attorneys to focus on their core responsibilities.
• 06:37 The services offered by Stafi, including paralegals, marketing intake, executive assistants, and project managers.
• 07:08 Stafi's paralegals are experienced lawyers from their home countries, undergoing rigorous vetting and training.
• 08:37 The pricing for a top graduate attorney working as a paralegal is $2,800 per month, including all support and coaching.
• 09:12 The importance of matching the right talent with the right roles, considering personality and soft skills for client-facing roles.
• 10:45 The support provided by Stafi, including ongoing mentoring, training, and coaching for paralegals and other staff.
• 11:06 The importance of mental health and wellness, with in-house psychologists and mindset coaches available to support staff.
• 11:48 Providing task coaches to help with time management and process documentation, ensuring smooth operations for law firms.
• 12:28 The cost-effectiveness of hiring virtual staff, allowing law firms to save time and money while improving productivity.
• 14:48 The recent launch of Stafi's in-person staffing service, catering to law firms that need US-based attorneys and paralegals.
• 15:17 The new service includes mental health and wellness coaching for in-person staff, similar to the support provided for virtual staff.
• 17:04 Raquel’s approach to decision-making, emphasizing the importance of being in a state of joy and trusting her intuition.
• 17:44 Raquel shares her personal productivity tips, including taking deep breaths in the morning and appreciating one's achievements.
• 18:56 The importance of delegating tasks to virtual assistants to free up time for personal and professional growth.
• 19:32 The recent launch of Stafi's in-person staffing service, catering to law firms that need US-based attorneys and paralegals.
• 23:42 Raquel advises against hanging up the phone with qualified leads and emphasizes the importance of scheduling the next step during the initial call.
• 24:40 Have strategies to overcome objections and understand clients' goals to facilitate the intake process.
• 22:52 The importance of qualifying leads and using facilitating documents to streamline the intake process.
• 27:02 She shares her experience of using virtual assistants for personal tasks, such as calling schools and dealing with service providers.

Resources Mentioned

Websites:

1. stafi.cc

Books:

1. "The Success Principles" by Jack Canfield

About Raquel Gomes:

Raquel Gomes is the founder and CEO of Stafi, a company revolutionizing law firms with virtual staffing solutions. Raised in Brazil and inspired by her father's entrepreneurial journey, she developed a strong work ethic and determination. Raquel defied societal norms, rejecting the notion that women must choose between career and family. With a degree in psychology and an MBA, she gained experience in the high-tech corporate world while balancing motherhood. This inspired her to create Stafi, a solution born from her personal struggles. Stafi provides flexible staffing tailored to modern professionals, especially women. Raquel is committed to reshaping work standards to help women excel without sacrificing personal well-being.

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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!

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Discover how streamlining client communication can transform your law firm’s success. I had the pleasure of speaking with Andy Seavers, co-founder and CEO of Case Status. Andy and I delved into the critical role that client communication plays in the legal industry and how Case Status is transforming client engagement for law firms. Andy shared how their platform helps law firms address one of the biggest pain points in legal services: the lack of proactive client updates. With tools like automated updates, case tracking, and client satisfaction scoring, Case Status ensures that clients stay informed and satisfied throughout their case, which in turn boosts client retention and firm efficiency.

As we discussed, law firms face increased pressure to maintain high levels of client satisfaction, especially with the rise of online reviews and competitive markets. Andy explained how Case Status not only streamlines client communication but also integrates seamlessly with case management software to deliver proactive updates and help law firms track client satisfaction. The result? Improved client experiences, higher case settlements, and a stronger reputation in the legal marketplace.

Key Topics

• 00:43 Andy Sievers’ journey from being in a band, becoming an entertainment lawyer, and eventually transitioning to tech and founding Case Status.
• 01:05 His involvement in the legal community and how he connected with a personal injury lawyer to found Case Status.
• 01:40 The role of Case Status as a client communication portal and its importance in addressing common law firm complaints about client communication.
• 02:10 Comparing Case Status to online banking, emphasizing its role in providing clients with easy access to their case status.
• 02:30 The platform allows clients to access their case information via phone, web, or text updates, reducing the need for direct communication with the law firm.
• 02:52 Case Status helps law firms scale client engagement through automated updates, appointment scheduling, and task tracking.
• 03:45 The platform focuses on client satisfaction, providing a full life cycle of client engagement and helping law firms meet their ethical duties.
• 04:05 The importance of client reviews and ratings for law firms, highlighting the role of Case Status in improving client satisfaction scores.
• 04:50 How Case Status adds a new data set to law firm management, tracking response times and client satisfaction.
• 05:13 The platform helps law firms manage staff effectively by identifying unhappy clients and providing tools to improve client experience.
• 06:00 The integration of Case Status with existing case management software like Litify, Clio, and FileVine.
• 06:20 Status can be integrated with existing case management tools to enhance efficiency.
• 07:00 The platform uses AI to build client roadmaps, frequently asked questions, and videos, providing value to clients.
• 09:15 How Case Status addresses these challenges by providing proactive updates and better communication tools.
• 11:11 Tools for law firms that enhance efficiency, standardize client management, and incentivize staff, client relationships improve, resulting in faster case resolutions and overall better service.
• 13:16 Receive a dedicated support for integrating case management tools, cleaning up data, and using AI-driven tools to improve processes, with phased client onboarding to address backlogs and enhance client satisfaction
• 14:56 The case study of Pond, La, Hockey, Giordano, a personal injury firm in Philadelphia.
• 15:33 Client’s firm started with 400 Google reviews and a 4.5 average rating, which increased to over 2000 reviews and a 4.8 rating after 18 months with Case Status.
• 16:11 The firm saw an increase in client referrals from one per day to six per day, demonstrating the impact of improved client satisfaction.
• 17:09 The importance of client feedback and automation in scaling law firm operations.
• 17:54 The different customer segments Case Status serves, including solo and small firms, mid-sized firms, and large firms.
• 18:39 Case Status offers a light version of its platform called Portal for small firms with fewer than 100 cases, priced at $100 per month.
• 19:00 The platform is also made available to law schools and bar associations to support solo and small firms.
•  19:48 The importance of providing clients with visibility to their case as a standard practice in the legal industry.
• 21:09 The legal industry has not advanced in ways that prioritize client care and ethics, emphasizing the need for tools like Case Status to help lawyers provide better client management.
• 23:23 Challenges faced by law firms in maintaining client satisfaction and operational efficiency.
• 25:00 The need for law firms to prioritize client management and invest in scaling client services.
• 26:07 The increasing competition in the legal market and the importance of adapting to new technologies.
• 26:48 Insights on the differences between successful and less successful law firms, highlighting the importance of running a law firm like a business.
• 27:09 The use of the ChatGPT desktop application for personal productivity, using it for quick answers and tasks.
• 28:12 The impact of AI on search engines and the competition between Google and ChatGPT.

Resources Mentioned

Books:

1. "Traction"
2. “Never Split the Difference”
3. "Get A Grip"

About Andy Seavers:

Andy Seavers is the CEO and co-founder of Case Status, a venture-backed startup focused on effective attorney-client communication based in Charleston, SC. Andy is a serial-entrepreneur with a deep desire to solve problems. His technical background makes him uniquely qualified to make business decisions with the product impact in mind.

He lives in Park Circle with his wife and 2 year old. In his free time, he enjoys flying planes, kiteboarding and anything that goes fast.

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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!

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Today I welcome Greg Crabtree, author of Simple Numbers, Straight Talk, Big Profits, to dive deep into the most common sense financial strategies that I have ever used. Greg shares his straightforward approach to accounting, including focusing on gross margin instead of just revenue, and why achieving a labor efficiency ratio of 2:1 is critical for success. We discuss practical tips on how to measure marketing effectiveness, set profitability targets, and why understanding your financial reports is the key to sustainable growth.

One of the standout takeaways from our conversation is Greg’s advice on profitability and growth strategy. He emphasizes that “sales are for show, but profits are for dough”, and explains how businesses should calculate and monitor gross margins to ensure they're meeting performance goals. Greg also touches on the importance of return on invested capital and why law firms, particularly those in personal injury, need to carefully balance labor and marketing spend to ensure consistent growth. Whether you're running a small firm or looking to scale, Greg’s insights on simple, actionable financial principles are a game-changer for any business owner. Know your numbers!

Key Topics

• 03:00 How Greg’s firm specializes in helping entrepreneurs and business owners understand their financials.
• 03:20 The Focus of his practice, which is now a special consulting unit of a top 20 US accounting firm.
• 03:42 The shift from principles-based to rules-based accounting due to regulatory failures.
• 04:00 Dislike for traditional accounting and his desire to make it easier.
• 04:35 The importance of making accounting intuitive and understandable for business owners.
• 05:04 Studying client data to uncover plain truths about business performance.
• 06:14 The importance of gross margin over revenue, defining it as revenue minus cost of goods sold.
• 06:32 The need for $2 of gross margin for every dollar of labor in a business.
• 07:10 Importance of setting targets and measuring performance against these targets.
• 08:45 The concept of return on invested capital and its significance in business performance.
• 10:36 The concept of labor efficiency and the need to maintain a two-to-one gross margin target.
• 12:01 Pricing strategy and ensuring effective pricing to avoid running out of business.
• 14:34 The importance of billing quickly and often to speed up cash flow.
• 16:11 The need for optimized profitability and opportunistic growth.
• 17:46 The challenges of personal injury firms with less predictable case values.
• 18:12 The concept of rolling 36-month revenue and labor cost for personal injury firms.
• 19:03 The importance of marketing effectiveness and the need to try different strategies if current ones are not working.
• 20:01 Insights on building a stable caseload and the importance of patiently building a base of cases.
• 22:28 The future of paid search and the role of AI in search results.
• 22:44 Skepticism about the future of paid search and the importance of standing out in a crowded market.
• 23:28 Google's efforts to improve AI search results and the importance of providing the best answers to users.
• 25:09 The balance between free content and paid content in search results.
• 27:21 The importance of branding and consistency in marketing for law firms.
• 27:46 The need for firms to pick a unique value proposition and deliver it consistently across all marketing efforts.
• 28:04 The concept of launch capital and the importance of making significant investments in marketing.
• 30:14 The need for a 50% return rate on marketing investments to ensure profitability.
• 34:21 The difference between traditional accounting and the Simple Numbers approach.
• 35:29 The importance of helping clients run better businesses and providing actionable insights.
• 35:45 The fixed-price model and the focus on profitability for clients.
• 36:15 The planning session process and the importance of understanding business data.
• 37:00 Three financial challenges to profitability: setting aside taxes, reinvesting in the business to reach an optimal caseload, and paying themselves a market wage to ensure personal financial stability.
• 40:46 The importance of scheduling personal time and the benefits of a task- and appointment-driven calendar.
• 46:45 The importance of working with privately held, entrepreneurial-minded businesses.
• 48:22 A call to all entrepreneurs to rethink and reset their business strategies in the current economic climate.

Resources Mentioned

Books:

1. “Quit" by Annie Duke
2. "The End of the World is Just the Beginning" by Peter Zeihan
3. "Simple Numbers, Straight Talk, Big Profits" by Greg Crabtree
4. "Simple Numbers 2.0" by Greg Crabtree

About Greg Crabtree:

Greg Crabtree is a speaker, author, entrepreneur and financial expert. Crabtree has used his entrepreneurial skills to develop Crabtree, Rowe & Berger, PC, a CPA firm focused solely on the needs of entrepreneurs, helping them build the economic engine of their businesses. Working with entrepreneurs all over the country in a broad range of industries, Crabtree has simplified financial reporting and empowered all entrepreneurs to take ownership of their finances. He has pioneered a revolutionary metric for driving business profitability: measuring labor efficiency and developing simple benchmarks for company, team and individual performance.

In 2011, Crabtree published his first book “Simple Numbers, Straight Talk, Big Profits,” in which he shares his core principles of how to turn your business into a wealth building engine. He is currently working on his second book, “Simple Numbers 2.0.”

Crabtree’s community service includes serving as Boys and Girls Clubs of America National Area Council Member, Entrepreneurs’ Organization Global Board (2006 to 2009), ALS Association of Alabama, Boys and Girls Clubs of North Alabama, Atlanta chapter of The Entrepreneurs’ Organization (EO) past board member. Crabtree is a frequent speaker at EO Chapter events, EO’s Accelerator Money Day program and the U.S. State Department’s New Beginnings program for international entrepreneurs.

Greg and his wife Debbie have four children. Greg is an avid golfer and enjoys playing historic golf courses whenever his travel plans permit.

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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!

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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.

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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. 

Today, we’re diving into the YouTube strategies that transformed Jeff Hampton’s business and can do the same for yours. My guest today, Jeff Hampton is founder of two highly successful law firms in Texas. Jeff shared invaluable insights into leveraging YouTube as a powerful tool for law firm marketing. He walked us through his YouTube journey, from starting during the pandemic to using video content to attract high-quality leads and grow his business. Jeff emphasized how he used targeted video strategies, including long-form and short-form content, to build trust, drive traffic, and ultimately convert viewers into clients. His advice on focusing content around the 20% of practice areas that generate 80% of revenue is a game-changer for law firm marketing.

We also dove deep into how attorneys can tap into AI and automation for content creation, email marketing, and even using custom AI bots to analyze client sentiment. Jeff highlighted the importance of creating valuable content, giving away insights to build trust, and using retargeting strategies to engage leads long-term. Whether you're a seasoned law firm or just starting out, Jeff’s marketing strategies offer practical and actionable steps to grow your legal business through digital channels.

Key Topics

• 02:02 Jeff’s background as a prosecutor and the value of trial experience.
• 02:27 His second law firm, STR Law Guys, which provides nationwide asset protection strategies for Airbnb owners.
• 02:55 Jeff’s personal growth journey and how he applied marketing strategies from outside the legal field to his law firms.
• 04:17 The importance of adopting new marketing philosophies and strategies to stay competitive.
• 05:07 Marketing groups and Masterminds, highlighting the value of email marketing and lead magnets.
• 05:55 The importance of visibility, trust, and retargeting in marketing strategies.
• 07:35 The challenges of managing multiple businesses, particularly when they are different types of law.
• 08:15 The strategic decision to have separate websites for his criminal defense and asset protection businesses.
• 08:45 The importance of understanding the ideal customer avatar and building relationships with influencers in the asset protection space.
• 09:05 How he built a seven-figure business by providing value to other influencers and hosting webinars.
• 10:15 Tips for asset protection for Airbnb owners, including the importance of insurance and the right type of LLC.
• 10:45 How sharing your expertise openly attracts clients who value your implementation, while DIY clients, who are often problematic.
• 12:17 Sharing enough insider information to build trust and curiosity, but not everything, you create a more customer-friendly approach that leads to referrals and increased interest in your services.
• 14:45 The benefits of holding companies from states like Wyoming, Nevada, Texas, and Delaware.
• 15:15 The importance of privacy and charging order protection for multi-state investors.
• 15:58 Prioritizing hiring a top-level integrator to handle operations and growth, allowing the focus on strengths in marketing and relationship building.
• 18:27 Discovering YouTube as a marketing tool during the pandemic.
• 19:35 How he started creating videos on narrow content related to his 20% practice areas that made 80% of his revenue.
• 20:24 The initial success of his videos, including receiving phone calls and tracking calls from YouTube leads.
• 21:00 The importance of providing value in videos and using specific call rail numbers for tracking.
• 23:14 How YouTube is pushing to make it more available and push creators out on television.
• 25:01 How YouTube search helps improve both YouTube and Google rankings, drives website traffic, and increases engagement by keeping visitors on your site longer.
• 26:47 Harnessing the power of YouTube’s algorithm by creating content that aligns with your audience, and start optimizing your videos to boost engagement.
• 28:30 Strategies for leveraging YouTube shorts.
• 29:46 The importance of longer-form videos for building trust and creating a binge-watching effect.
• 33:30 The importance of storytelling in videos and providing a narrative that resonates with viewers.
• 34:06 Steps for what’s key for long-form videos. Hook, set the stakes and payoff.
• 38:04 Getting past the mindset of recording and start getting content out.
• 40:13 The use of end screens to create a seamless viewing experience and increase viewer engagement.
• 44:10 How he uses custom AI bots to analyze comments and generate new video ideas based on viewer sentiment.
• 46:31 The importance of storytelling and empathetic communication in legal videos.
• 49:45 Treat your YouTube as a media arm of the business and adopt a creator mindset.

Resources Mentioned

Books:

1. "Who Not How"
2. "Traction"
3. "Get A Grip"
4. "Storyworthy" by Matthew Dicks

About Jeff Hampton:

Jeff Hampton specializes in helping real estate investors protect their assets through comprehensive strategies, while also coaching investors on the amazing power of short-term rentals to change lives by creating generational wealth. He is a former litigator who knows what works thanks to over 100 jury trials over the last 20 years. Jeff is the founder and partner of STR Law Guys, which provides asset protection and real estate services to short-term rental owners across the country. He started and scaled three law practices from zero to multiple seven-figures. A husband and father of four children, Jeff himself is a real estate investor with a six-figure passive income through a portfolio of short-term rental investments.

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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!

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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.

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Today I’m excited to sit down with Craig Paxson, a seasoned fractional COO specializing in small law firms of up to 20 employees. In this episode, we dive deep into the key strategies that drive success in both law and business, focusing on the importance of a clear value proposition and long-term vision. Craig shares his experience using tools like EOS, "Ninety.io," and "Motion" to streamline operations and boost productivity. We also explore business development strategies that build trust with clients and set the foundation for sustainable growth. From the significance of understanding core business principles to Craig's commitment to mentoring and leadership, this conversation is packed with insights that apply to any industry.

Craig breaks down how essential it is to have the right pricing strategy and trust-building promises. His hands-on approach to operations goes beyond traditional coaching, offering a fresh take on business success. Craig shares some of his favorite resources, like "The Goal" by Eliyahu Goldratt, and lessons learned from his journey from CEO to small business coach. Whether you're in the legal industry or simply looking to refine your strategic approach, this episode is full of actionable advice to elevate your marketing and business game. 

Key Topics

• 02:50 The shift to working with small law firms, initially through referrals and enjoying the experience of bringing an outside perspective to the legal realm.
• 03:25 Elaborating on his role as a fractional COO or fractional Chief of Staff for small law firms.
• 04:25 His responsibilities, including strategy work, employee relations, technology solutions, and facilitating weekly staff meetings and monthly deep dives.
• 05:02 All engagements are in-person or remote, and Craig confirms they are all remote, with no local clients in Nashville.
• 06:15 Discussing operating systems, with Craig emphasizing the importance of understanding the principles behind different systems like EOS, Scaling Up, and the Great Game of Business.
• 06:32 The approach of melding different systems into his own, focusing on strategy formulation and execution.
• 08:18 Experience with EOS and the importance of understanding the why behind business practices.
• 09:03 The importance of having the right kind of meetings, differentiating between strategic and tactical meetings, and the rhythm of meetings as described in Scaling Up.
• 09:53 The importance of metrics, preferring to call them KSMS (Key Success Measures) to focus on measuring success rather than just performance.
• 10:03 Quality assurance and the importance of understanding statistical processes when using scorecards.
• 11:26 The 3-13-7 framework: three-year vision, 13-week quarters, and seven-day execution, to ensure focus and accountability.
• 13:21 The importance of executing a strategy that includes both winning in the market and achieving organizational results.
• 14:18 Approach to vision statements, focusing on what the world should look like rather than just aspirational goals.
• 15:13 The importance of a clear value proposition and how it influences all aspects of business, from marketing to service delivery.
• 15:45 Personal mantra: build cool stuff and mentor people, highlighting the joy of creating and helping others grow.
• 16:40 Key pivots in his life and the lessons learned, leading Craig to share his experience with Toastmasters and the importance of stepping out of comfort zones.
• 17:37 The value of forcing oneself to do uncomfortable activities to grow and develop new skills and relationships.
• 18:06 The importance of personal development and how it can lead to significant changes in one's professional life.
• 19:45 The six questions for defining a value proposition: who are we serving, what product or service do we have, how is it priced, why do they need it, why should they choose us, and why should they trust us.
• 20:06 The importance of understanding the pricing model and how it impacts the value proposition.
• 20:35 The concept of the three whys: why do they need it, why should they choose us, and why should they trust us.
• 25:44 The difference between a fractional COO and a business coach, with Craig explaining that a fractional COO is more hands-on and embedded in the business.
• 26:23 The importance of having someone to manage operational tasks and processes, allowing attorneys to focus on billable hours and business development.
• 26:50 The benefits of having a fractional COO for law firms with multiple staff members.
• 27:15 The need for operational support as firms grow, beyond the initial setup and coaching phases.
• 27:52 The use of Ninety for project management and time blocking.
• 28:38 The importance of time blocking and how it can help manage tasks and projects effectively.

Resources Mentioned

Books:

1. "Death by Meeting" by Patrick Lencioni
2. "Measures of Success" by Mark Graben
3. "The Goal" by Eli Goldratt

1. Ninety.io
2. Motion

About Craig Paxson:

Craig Paxson is a Board Certified Executive Coach, Certified Exit Planning Advisor, and Strategic Planning Professional, specializing in helping business owners maximize business value, reduce their involvement, and achieve scalable results. With over 30 years of management and consulting experience, Craig has a proven track record of guiding businesses toward success. As a former CEO of an $8 million business, he brings practical, hands-on leadership experience to his coaching practice. Craig also serves as a mentor at the Nashville Entrepreneur Center, Jumpstart Refinery, and SCORE, where he helps emerging entrepreneurs grow their ventures. His expertise lies in turning vision into predictable, scalable outcomes for business owners.

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

Connect with Ten Golden Rules

Subscribe to Ten Golden Rules on YouTube

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Follow Ten Golden Rules on Facebook

Connect with Jay Berkowitz on LinkedIn

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Today our special guest is Adam Reiman from LegalSoft. Adam brings a wealth of knowledge from his background in sales, digital marketing, and the legal sector. In this episode, he shares actionable strategies for law firms to boost their operations through virtual assistants, efficient intake processes, and structured client communication. We explore the current challenges law firms face, and Adam explains why quick response times and empathy are crucial for turning leads into clients. Whether you're a solo practitioner or part of a large firm, Adam’s insights on how to enhance your client intake process and improve overall efficiency will be invaluable.

Adam also discusses his journey from a national sales director to a legal marketing coach, underscoring the importance of intake and conversion in law firms. With LegalSoft supporting 800 law firms through 2,700 virtual assistants, Adam emphasizes the need for speed in lead conversion, noting that leads not contacted within five minutes have only a 17% conversion rate. He also highlights the scale of LegalSoft's operations, interviewing 13,000 candidates monthly to place over 200 virtual assistants. Adam advises firms to document their processes, enhance client experiences, and consider coaching to streamline operations and drive growth. This episode is packed with tips to help law firms thrive in a competitive landscape!

Key Topics

• 03:55 Experience working with various law firms and handling intake best practices and sales training.
• 04:38 Legalsoft specializes in virtual assistance in the legal space, from entry-level positions to virtual paralegals and attorneys.
• 05:06 Challenges law firms face in hiring post-Covid and how Legalsoft provides a solution.
• 06:25 The company's recruitment process, including their global offices and the high volume of applications they receive.
• 07:32 Highlighting the benefits for virtual assistants, roles they can assist with in all aspects of the office.
• 09:21 Benefits for VAs including health insurance, 401(k), and performance bonuses.
• 11:35 The company's infrastructure, such as monitoring virtual assistants' activities and ensuring they work full-time for one law firm.
• 12:35 The integration of virtual assistants into law firms and the positive impact on both the firms and the assistants.
• 13:43 The importance of intake and conversion rates in law firms.
• 13:59 Experience secret shopping law firms and the common mistakes in intake processes.
• 15:03 The top 10 skills for effective intake and the importance of empathy and unique competitive advantages.
• 16:55 The critical role of speed to lead and the negative impact of voicemail on conversion rates.
• 21:10 The sales role in intake and the importance of offering a unique competitive advantage.
• 24:25 Approach to training virtual assistants and the importance of salesmanship in intake.
• 26:35 The differences in law firm operations and the importance of documented processes and client experience management.
• 27:05 The need for law firms to micromanage the client's experience and the benefits of proactive communication.
• 31:20 The benefits of hiring coaches for law firms and the importance of finding the right coach.
• 34:23 Advises law firms to hire someone with experience in the legal space and to ask for references and success stories.
• 34:40 How his virtual assistant helps him stay on track and manage his workload effectively.
• 41:21 Expresses his openness to networking and his preference for working with small and solo law firm owners.

Resources Mentioned

Books:

1. "E-Myth" by Michael E. Gerber

Websites:

1. LegalSoft's Virtual Assistants

About Adam Reiman:

Adam Reiman is a renowned expert in the legal industry, recognized for his innovative strategies in law firm growth and scalability. Throughout his career, he has successfully trained thousands of law firms across North America, empowering them with the tools needed to thrive. As a key figure at Legal Soft, Adam continues to lead initiatives that create consistent client journeys and drive unprecedented growth for law firms. His Legal Mastermind sessions have become a cornerstone for firms looking to compete in today's fast-evolving landscape. Adam's forward-thinking approach and deep industry knowledge make him an invaluable asset to Legal Soft's mission of delivering cutting-edge solutions.

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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!

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Leave us an Apple Podcast review

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Today, I’m joined by Bill Biggs and Dominic Grew to discuss essential strategies for law firm management and business growth. Bill Biggs is one of the world’s leading experts in law firm team culture and leadership, shares insights from his role as a Chief Team and Culture Officer, and his experiences working with top athletes like Johnny Manziel and Larry Fitzgerald. He introduces his Master Plan initiative, designed to help law firms implement best practices quickly, and highlights the importance of building a strong accountability structure within firms. Dominic Grew, the head of Elevate Business Coaching, dives into the practical side of business planning, offering a four-step approach for small law firms to set clear goals and drive efficiency. Together, we explore why strategic planning, clear objectives, and maintaining a positive company culture are critical to law firm success.

Throughout the conversation, we break down the core principles of effective law firm management, including the importance of structured hiring, leadership development, and consistent staff evaluations. Bill emphasizes the role of a functional accountability chart in leadership, while Dominic stresses the value of leveraging technology and data analysis to optimize operations. We also touch on the need for simplicity in planning—following the KISS principle—and the benefits of operating systems like EOS to align objectives, strategies, and tactics.

Key Topics

• 02:26 Outlines the agenda, which includes meeting the experts, discussing planning and strategy, and a Q&A session.
• 04:50 The importance of differentiating between objectives, strategy, and tactics in business planning.
• 05:35 SMART objectives and provides an example of a revenue goal for a law firm.
• 06:07 The difference between objectives, strategies, and tactics, emphasizing that objectives are specific, measurable goals, while strategies are broad approaches to achieving those goals.
• 07:15 An example of a law firm aiming to increase revenue and the strategies they might use, such as improving marketing and client satisfaction.
• 09:09 The importance of having a clear plan and the tools to measure progress, such as KPIs and scorecards.
• 09:35 Introduces the concept of an operating system, specifically EOS, and its benefits for running a business efficiently.
• 10:10 EOS and its impact on his business, including standard operating procedures, weekly meetings, and reduced stress.
• 11:17 The importance of having a scorecard and KPIs to measure performance and focus the team on achieving goals.
• 11:40 Showing how different team members are responsible for specific metrics.
• 12:23 The benefits of having an operating system, including increased efficiency, reduced stress, and improved revenue and performance.
• 18:35 Bill’s experience as a culture officer at a large firm, including building the team, leadership structure, and organizational culture.
• 20:25 Discusses his background in media consulting and writing speeches for athletes and NFL players.
• 21:35 The Master Plan, an event focused on providing best practices and implementation for law firms.
• 23:07 The importance of having the right people at the event to ensure implementation and traction.
• 24:15 Discusses the upcoming Mastermind, a mastermind group for law firms, and its benefits for growth and strategic planning.
• 24:51 The belief in the power of masterminding and encouraging firms to participate in masterminds for growth.
• 26:05 Emphasizing the importance of design in law firms and having a plan and strategy.
• 26:31 The significance of leadership and management in running a successful law firm.
• 30:28 The concept of a functional accountability chart, which focuses on roles rather than individuals.
• 32:05 The importance of culture, core values
• 34:01 The importance of hiring the right people and providing proper onboarding and training. Using a functional accountability and Org charts
• 35:03 The key components of management and leadership, including hiring, onboarding, training, and ongoing coaching.
• 38:05 Building a training plan, to not be wasting time and money.
• 40:00 The importance of evaluating employees based on performance and culture fit.
• 40:30 The concept of the culture performance matrix and the impact of C players on the firm.
• 43:08 Approach to developing leaders within the firm and the importance of having a leadership structure.
• 48:42 The importance of culture as the foundation of a law firm and having a clear purpose and core values.
• 51:06 How core values should guide decision-making and provide a framework for the firm.
• 55:18 The importance of hiring, onboarding, training, and having standard operating procedures.
• 56:55 Experience with EOS and the benefits of having a common terminology and system for the leadership team.
• 1:09:19 Working with small law firms and the challenges they face in managing and growing their businesses.
• 1:12:26 Introduces a simple four-step business planning tool for small law firms.
• 1:13:17 The importance of having a clear vision for the firm and articulating it in writing.
• 1:15:35 The importance of setting three main goals for the year and ensuring they are SMART.
• 1:17:25 The concept of milestones and the importance of identifying stepping stones to achieve the goals.
• 1:19:33 The importance of taking action and working the plan on a weekly basis.
• 1:20:35 Encourages firms to identify specific tasks to accomplish each week to make progress towards their goals.
• 1:21:35 Asking yourself and your team what needs to change.
• 1:23:05 The importance of having data in place.
• 1:28:07 The importance of having a clear plan and focusing on the most important tasks to achieve success.

Resources Mentioned

Books:

1. "Multipliers"by Liz Wiseman

Apps and Tools:

1. Predictive Index
2. DISC Assessment
3. Crystal Knows

Websites:

1. https://elevatebusinesscoaching.com/
2. https://www.linkedin.com/in/billbiggslpdhp 

About Bill Biggs:

Bill Biggs is considered one of the nation’s most innovative thinkers in law firm leadership. His unique perspective on culture and ability to inspire and multiply leaders has created a movement reshaping firms across the country. His distinguished client list includes Heisman Trophy winners, NFL HOFers, NBA champions, Olympians, and many of the top teams in college and professional sports.

About Dominic Grew:

Dominic Grew is the Founder & Owner of Elevate Business Coaching. He founded the firm in 2019 when he saw a need in the marketplace that was not being met. As a former COO and industry outsider, he recognized that lawyers often receive little to no training on how to build, manage, and grow a law firm, yet their professional success is often dependent on mastering those skills. He asked, "How can I help these talented professionals develop the skills necessary to be successful business owners and firm leaders?" The answer was to customize coaching, training, and facilitation services to lawyers (and other highly-skilled professionals) and have them delivered by a team of seasoned, battle-tested business experts.

Prior to launching Elevate Business Coaching, Dominic held a variety of Business Management and Growth roles internationally. He holds a Masters in Management from Cambridge College, MA.

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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!

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In this episode, I sit down with Adam Rossen, a dynamic criminal defense attorney from Fort Lauderdale and founder of the Rossen Law Firm. We discuss the power of YouTube videos, social media marketing and growth in the legal world. He emphasizes the role of YouTube in generating six figures annually and explains how a balance of digital efforts and referrals has been critical to their success. We dive into how Rossen Law creates engaging content that resonates with clients and builds trust.

Beyond marketing, Adam opens up about the transformational impact of mastermind groups and EOS - the Entrepreneurial Operating System on his firm’s operations and decision-making. He also provides valuable advice on handling police encounters, staying focused on core strengths, and the importance of police accountability in his practice. This episode is packed with insights on growing a law firm by staying committed to community, mentorship, and strong core values. Don’t miss this inspiring conversation with one of the leading voices in criminal defense.

Key Topics

• 02:09 The High-energy culture of Adam's firm and the importance of in-person interactions.
• 02:43 An overview of his firm, Rossen Law Firm, highlighting its size, growth, and focus on criminal defense cases.
• 03:33 The firm's marketing strategy, emphasizing a mix of both digital and referral-based cases.
• 03:50 Journey of learning marketing after splitting from his partner and the importance of quality leads.
• 04:17 Highlighting the firm's significant digital presence through their website and social media platforms.
• 05:25 Reflects on his initial fear of perfectionism and the importance of starting with a minimum viable product.
• 05:59 The firm's success with YouTube, including making six figures annually from their channel.
• 06:45 The value of committing to a content cadence and using creative ideas from everyday life.
• 07:17 The types of content they create, including body camera videos and educational deep dives.
• 08:13 How these videos help build trust and pre-sell potential clients.
• 12:17 The importance of video content in differentiating the firm and attracting high-quality clients.
• 20:00 The legalities of visual speed estimation and the challenges of proving an illegal stop.
• 23:00 Handling police misconduct and the impact of body camera footage.
• 24:39 Credits given to Ben Glass and Brian Glass for their mentorship and the impact of their mastermind groups.
• 25:50 Journey of joining the Great Legal Marketing mastermind and the significant growth it brought to his firm.
• 30:06 The importance of having a supportive community and the value of investing in personal and business development.
• 33:45 The decision to implement EOS (Entrepreneurial Operating System) and the benefits it brought to the firm.
• 36:01 Finding the right implementer and the positive impact on decision-making and culture.
• 36:50 The importance of living and breathing core values within the firm.
• 38:20 Examples of how they gamify and reward core values to keep the team engaged and motivated.
• 40:25 The use of Ninety.io for managing EOS and the benefits it brings to their firm.
• 44:00 The importance of being around centers of influence, such as attorneys, group leaders, and therapists.

Resources Mentioned

Books:

1. "E-Myth" by Michael E. Gerber
2. "Get a Grip" by Gino Wickman

Apps/Software:

1. ninety.io - Software for managing EOS processes

Websites:

1. Rossen Law Firm 

Podcasts:

1. "They Don't Teach This in Law School" hosted by Charlie Mann
2. "Success in South Florida" hosted by Adam Rossen

Social Media:

1. Instagram - Rossen Law Firm's Instagram
2. LinkedIn - Rossen Law Firm's LinkedIn page

About Adam Rossen:

Adam Rossen is a seasoned criminal defense attorney from Fort Lauderdale with over 15 years of experience and is the founder and CEO of Rossen Law Firm, the largest criminal defense firm in Broward County. He began his legal career as a prosecutor at the Broward County State Attorney’s Office, where he gained crucial insights into the justice system. Since establishing his firm in 2008, Adam has earned a strong reputation for providing exceptional legal services, particularly in DUI defense. He is also a certified DUI defense specialist and an active member of several legal organizations.

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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!

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Today I welcome Gary Sarner, the Loud Shirted Legal Radio Guy who has made his mark with legal advertising through radio. With over 35 years in the industry, Gary transitioned from a young radio salesman to running his own agency, ROI 360+, which helps law firms expand their client base through innovative and authentic marketing strategies. Gary shares how proper branding, unique storytelling, and community engagement are critical to success, particularly in the legal world.

We also dive into the impact of social media in the legal world and how Gary’s personal branding (like his signature loud shirts!) and bold approach to networking have helped him stand out. Plus, Gary recounts memorable moments from his career, including his first sales pitch and the creation of unique branding and positioning and well-known taglines like “Your case is my cause.” 

Tune in to hear Gary's actionable insights and stories that show how creativity and dedication to client success can elevate legal advertising to new heights.

Key Topics

• 01:22 Early experiences, including hanging out at WQXI in Atlanta and witnessing the impact of a Lionel Richie song on radio listeners.
• 03:00 Initial career aspirations, his father's consumer electronics business, and his decision to quit school to join the family business.
• 04:00 Recounting his move to Miami and his father's unexpected decision to retire, forcing Gary to find a new job.
• 05:52 Persistence in getting a job at Y100 in South Florida, including his first meeting with Jim Knowles, the sales manager.
• 08:20 The story of his first sale, a $10,000 check from Computer Village, and how he learned the ropes of radio advertising.
• 09:55 Early success and his decision to leave for Baltimore, only to return to Miami after realizing his mistake.
• 11:47 How he transitioned from radio sales to legal marketing, starting with a sales call to attorney Mark Anajar.
• 13:30 Initial skepticism about legal advertising and how he eventually took over all of Mark's advertising needs.
• 15:47 The challenges and rewards of building his own ad agency, ROI 360+, and his decision to focus on legal marketing.
• 19:00 The need for authenticity in branding and shares examples of successful legal marketing campaigns.
• 22:53 The importance of having a great website and digital marketing partner for any business, including law firms.
• 24:35 The significance of community involvement and unique storytelling in building a strong legal brand.
• 25:41 Stories of successful legal marketing campaigns, including the importance of finding a firm's "why" and authentic message.
• 29:57 The differences between successful and unsuccessful law firms, focusing on marketing and legal work quality.
• 30:35 The importance of brand recognition and the role of educated consumers in choosing a law firm.
• 31:14 Tthe need for patience and the right partnerships in building a successful legal marketing campaign.
• 31:45 The importance of social media for law firms and the challenges of engaging the general public.
• 32:55 The role of social media in building brand awareness and the need for law firms to be outlandish and unique.
• 34:38 Insights on the types of social media content that resonate with potential clients and the importance of community activities.
• 36:42 The potential of social media to drive business growth and the importance of consistent branding.
• 42:42 Personal productivity tips, including his heavy use of Instagram, Facebook, and LinkedIn for business growth.

About Gary Sarner:

Gary Sarner, an expert in legal marketing, transitioned from the dynamic world of radio to revolutionize media buying strategies for law firms across the nation. With over 37 years of experience, he founded ROI360+ in 2021, crafting innovative strategies that dominate the airwaves. A dedicated professional and proud father of four—two of whom are studying law—Gary is passionate about helping his clients thrive by combining innovation with dedication. His mission: to propel law firms forward in an ever-evolving market.

• Instagram
• Website  
• LinkedIn
• Cell phone: (954) 560-63710

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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!

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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.