Ten Golden Rules Internet Marketing for Law Firms Podcast

Today, I’m excited to share our most recent webinar, Live Case Study: How a Small Law Firm Signed 62 New Clients, featuring Steven Goldstein, the owner of a small personal injury and criminal law firm in New York and New Jersey. In this session, we dive into how Steven’s firm signed 62 new clients in just five months from Google Screened - Local Services Ads (LSAs), with a cost per client of just $657.

Steven shares how working with my team at 10 Golden Rules has helped him leverage digital marketing strategies to drive this impressive growth. We focus on key tactics like Google Local Service Ads, where his firm ranked at the top, and optimizing Google Maps listings to boost visibility. Steven also explains how his team managed calls efficiently, ensuring that every lead was handled quickly and professionally—an approach that not only enhances client relationships but also improves performance in Google's algorithm rankings.

A major factor in Steven’s success is his focus on personal communication and responsiveness. He highlights the importance of timely follow-ups and building strong, long-term relationships with clients and even adversaries, which has had a far greater impact than just winning cases. Consistently generating positive Google Reviews has also been crucial in solidifying his firm’s reputation and driving more client acquisition.

In this webinar, Steven and I also discuss the power of video marketing in establishing trust and credibility, which has played a pivotal role in helping his firm stand out in a competitive legal market.

Key Topics

• 00:40 Ranking at the top of Google with local service ads and is performing well in Google Maps.
• 01:06 The 62 clients were acquired at a cost of $657 per client, and the data analysis in detail.
• 04:28 The importance of networking and hustling to build the firm, even before digital marketing was prevalent.
• 05:13 Discusses the founding of Goldstein and Handwork, a Personal Injury and Criminal Law Firm, in 1994.
• 09:00 Describing initial digital marketing experiences, including working with various firms that failed to deliver results.
• 09:30 The importance of monthly meetings and accountability in his current partnership with Jay and his team.
• 12:12 Sharing initial goals, which were much lower than the results achieved through Jay's guidance.
• 13:20 The use of a remote answering service to ensure calls are handled promptly and professionally.
• 13:54 The importance of answering calls quickly and efficiently, especially with local service ads.
• 14:15 The closing rate for legitimate cases is over 90%, and Steven's team follows up on leads within two hours of the initial call.
• 15:40 The competitive nature of the market and the importance of treating leads as gold to stand out.
• 22:01 Seeing the results from being mindful of budget and taking steps to maximize the leads being received.
• 22:50 Strategies implemented to focus on being local, started to see results. Clients discovered by being ranked number one on Google, before actively doing SEO.
• 26:50 The role of Google's algorithm in determining ad performance and the importance of answering the phone quickly.
• 29:24 Making a strategy for managing reviews, including asking clients for reviews in person and leveraging positive feedback.
• 31:05 Treating people kindly, even those you cannot help provide some insight – in return ask for a Google reviews. Reviews have significantly influence client decisions.
• 33:04 The importance of consistent review generation and the impact of reviews on Google's algorithm.
• 34:08 Approach to getting reviews from non-clients, such as adversaries and vendors, to boost his online presence.
• 37:19 The importance of having clients leave Google reviews for the correct office location.
• 45:33 Managing the influx of cases by partnering with another law firm to handle existing litigation cases.
• 46:35 Virtualizing some tasks, such as case management and follow-ups, to efficiently handle the increased caseload.
• 48:25 The importance of maintaining relationships with clients and ensuring they feel connected to the firm.
• 50:45 Benefits of proactive communication and the impact on client satisfaction and repeat business.
• 51:23 The importance of Google Maps and the strategies used to improve visibility and performance.
• 53:29 Experience with video marketing, including creating videos to address common client questions and concerns.
• 54:30 The benefits of video content for SEO and social media, and how it can help attract and engage potential clients.
• 55:20 The positive feedback from clients who have watched his videos and the impact on their decision-making process.
• 56:25 The importance of a strong client-agency relationship and the factors that contribute to success.
• 59:35 The importance of responsiveness, trust, and accountability in working with an agency.
• 1:01:21 Positive experience with Jay and his team, and the impact of their guidance on his firm's success.
• 1:07:03 Managing geographic targeting and the unexpected success of his local service ads.
• 1:09:00 Insights into the cost per lead calculation and the importance of maximizing ad performance to attract and convert leads.
• 1:12:45 Additional strategies for generating reviews, including leveraging relationships with adversaries and vendors.

Resources Mentioned

E-book:

"The Secret Algorithm for Dominating Local Service Ads" Available for free at: 10goldenrules.com/lsa_ebook

About Steven Goldstein:

Steven Goldstein is a partner at Goldstein & Handwerker, LLP, with a distinguished legal career spanning over three decades. An alum of New York Law School, Steven is highly regarded for his expertise in breach of contract cases, torts, and arbitration. Admitted to practice in New York in 1992 and New Jersey in 1993, he specializes in plaintiff's personal injury and criminal defense.

Steven is known for his exceptional legal writing and trial litigation skills, securing numerous multi-million dollar verdicts and settlements for his clients. Throughout his career, he has recovered millions of dollars in both New York and New Jersey.

In addition to his legal practice, Steven has also served as the Mayor of Springfield Township, New Jersey, and as an alternate public defender in Springfield. He holds a degree from the State University of New York at Albany and is committed to delivering outstanding results for his clients.

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 we have a very special guest, attorney and entrepreneur Brian Glass—renowned personal injury attorney and co-founder of Great Legal Marketing. You may recognize the name, as I had the pleasure of hosting Ben Glass, Brian’s father and the other half of the dynamic team behind Great Legal Marketing, in our previous episode. Brian shares invaluable insights on how small law firms can compete with larger ones using guerrilla marketing strategies like building strong referral networks and leveraging digital marketing to maintain a powerful online presence.

We also touch on the importance of mindset and business growth tools, including the Entrepreneurial Operating System (EOS) and the power of mastermind groups. Brian explains how these tools helped him transition from a general practice to a thriving personal injury firm. Additionally, we explore his favorite business books and productivity tools, all of which have played a key role in his success.

Finally, we get a sneak peek into the upcoming Great Legal Marketing Summit, where attendees will hear from incredible speakers like Lee Milteer on the millionaire mindset and Ed Alexander and Jonathan Hawkins on partnership agreements. All links are below!

Key Topics

• 02:30 The summit's unique message of helping lawyers build practices that serve their families and lives, attracting primarily law firm owners rather than associates.
• 04:00 The variety of digital marketing content at the summit, including actionable tips for Google My Business, content repurposing, and SEO.
• 04:33 Highlighting the keynote address by Lee Miltier on millionaire mindset secrets and various breakout sessions on topics like partnership agreements and technology integration.
• 05:25 A new workshop for women lawyers is introduced, focusing on building a successful practice while balancing family life.
• 05:55 An award which recognizes firms based on various marketing metrics, and the commonality among winners of bringing their marketing directors to conferences.
• 07:15 Emphasizing the need for law firm owners to invest in this role and bring their marketing directors to conferences to ensure they implement the ideas learned.
• 08:25 The importance of having a dedicated marketing director or equivalent role in a law firm.
• 08:40 Noting that the best-performing clients in his business also have a dedicated marketing role.
• 09:26 Insights on how to effectively integrate marketing directors into the firm's operations and the benefits of having someone aligned with the firm's vision.
• 15:06 Their firm's implementation of Entrepreneurial Operating System (EOS) and the importance of having a core focus.
• 17:20 The challenges and benefits of running EOS, including the need for dedicated time with an implementer and the recognition of systems and issues.
• 17:53 The importance of having an outside mediator to help with EOS and the significant improvements seen in their business since implementing the system.
• 21:57 Advice for young lawyers about masterminds.
• 24:29 The power of mastermind groups and the success stories of members like Adam Rawson and Stephen Goldstein.
• 25:24 The structure of their mastermind groups, including the Hero Mastermind for firms under a million in revenue and the Icon Mastermind for firms over a million.
• 26:00 Individualized coaching and helping lawyers build practices that align with their personal goals.
• 29:33 Break down of their format and the power behind them.
• 32:24 Guerrilla marketing strategies for small law firms to compete with larger firms that outspend them on digital marketing.
• 34:13 The importance of cultivating referral sources, particularly medical providers, and the benefits of speedy payment and transparency.
• 35:20 Personal experience of hand-delivering checks to chiropractors to build relationships and generate referrals.
• 36:20 Highlighting the need for a functional website, Google My Business presence, and social media to build trust and attract clients.
• 38:15 Outlines their digital marketing strategy, including creating YouTube videos, splitting their channel into personal injury and long-term disability pages, and using AI to create digital shorts.
• 40:00 The need for a consistent presence across various platforms and the importance of not wasting space with outdated content.
• 40:30 Cascading content from one platform to multiple social media channels for maximum reach.

Resources Mentioned:

Books:

1. "Vivid Vision" by Cameron Herold

Apps and Tools:

1. Passion Planner
2. Fathom Ai
3. Notion

Websites:

1. GLMsummit.com Great Legal Marketing Summit

Podcasts:

1. The All In Podcast
2. MoneyWise
3. My First Million

About Brian Glass:

Brian Glass is a partner and personal injury attorney at BenGlassLaw, where he represents injured individuals against insurance companies. A Fairfax native, Brian attended James Madison University and earned his law degree from the College of William & Mary, where he was a Benjamin Rush Scholar. He is licensed in Virginia and Maryland and has been recognized as a Rising Star by SuperLawyers magazine from 2017 to 2023.

In 2022, Brian secured a $4M+ verdict, including $1M in punitive damages, in a high-profile drunk driving case, marking one of Virginia’s largest punitive awards in such cases. Beyond his legal work, Brian is President of Great Legal Marketing and hosts the podcast *Time Freedom for Lawyers*, where he interviews successful individuals on business and life. Outside of work, Brian enjoys coaching his sons' sports teams, traveling, and long-distance running, including completing the Umstead 100-mile race.

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.

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. 

In this episode, I had the pleasure of sitting down with Ben Glass, a seasoned lawyer, legal marketing expert, and founder of Great Legal Marketing. Ben shared his incredible journey from law school to building a highly successful law firm, and he offered some invaluable insights into time management and business growth for entrepreneurs, especially those in the legal field.

Breaking down the importance of recognizing the true value of your time and the power of delegating tasks that fall outside your 'zone of genius.' Ben also highlighted the transformative impact of mastermind groups, drawing inspiration from Napoleon Hill, and how these collectives can turn struggling firms into thriving businesses. We discussed the evolution of marketing strategies—from traditional methods to leveraging AI for better client engagement.

Ben also shared his experience co-authoring the fourth edition of Dan Kennedy's "No BS Time Management for Entrepreneurs," where he emphasizes the importance of time blocking, accountability, and clear communication. These strategies are essential for attracting ideal clients, hiring the right employees, and implementing innovative lead-generation techniques.

Key Topics

• 01:58 Ben recounts his initial years as a lawyer, including his law clerkship with a prominent trial lawyer and his transition to starting his own law firm.
• 03:16 He challenges running a law firm, including managing cases, people, and acquiring clients.
• 03:38 Dan Kennedy's "Magnetic Marketing" product and how it influenced his approach to marketing.
• 05:15 How he differentiated his law firm's marketing message by offering a free book to potential clients.
• 08:23 The importance of creating a personal brand and unique selling proposition (USP) in marketing.
• 09:10 Marketing strategies evolved with the advent of the internet and digital advertising.
• 10:00 The inception of Great Legal Marketing and its focus on the business side of law.
• 10:47 Addressing various business challenges, including lead generation, conversion, scaling, hiring, and developing culture and processes.
• 13:55 Building a strong community and the role of the annual summit in fostering connections among members.
• 15:45 The concept of mastermind groups and their role in supporting each other's growth and success.
• 16:53 Emphasizing the family-like atmosphere at Great Legal Marketing conferences and the value of the mastermind groups.
• 19:30 Ben shares his new book, "No BS Time Management for Entrepreneur – 4th Edition," which he co-authored with Dan Kennedy.
• 21:05 How he got involved in the project and the unique angle he brought to the book.
• 25:25 Understanding the value of time and focusing on tasks that align with one's strengths.
• 29:28 What’s new in the digital space: the six parts of Google, creating helpful content for Ai overviews and how it can boost visibility on Google.
• 30:53 Using technology in his law firm, including recording intake calls and using AI to analyze them.
• 32:32 How the insights from these calls help improve the intake process and provide valuable data for marketing efforts.
• 36:01 Advice for young attorneys, emphasizing the importance of asking "What can I do for you?" and being curious.
• 37:40 Encouraging young lawyers to network and build relationships with peers and mentors in the legal community.
• 39:00 The value of sharing knowledge and experiences with others, both in person and through mastermind groups.
• 45:46 The benefits of using the Entrepreneurial Operating System (EOS) in law firms.
• 46:34 Having honest discussions and making aligned decisions in leadership meetings.
• 47:25 How EOS helps build structure into the business and improve leadership and team alignment.
• 48:26 Ben’s top personal productivity tip: time blocking, which involves scheduling specific times for different tasks.
• 48:49 The value of staying informed about digital marketing and legal industry trends through various sources.

Resources Mentioned:

Books:

1. ”Get a Grip" by Geno Wickman
2. "Traction" by Geno Wickman
3. "Deep Work" by Cal Newport
4. "No BS Time Management for Entrepreneurs" by Dan Kennedy
5. "Think and Grow Rich" by Napoleon Hill
6. Books by Ben Glass

Podcasts:

1. "Built to Sell" by John Warrilow

Websites and Others:

1. https://www.greatlegalmarketing.com/ 
2. Lunch with Ben
3. https://benglasslaw.com/ 

About Ben Glass:

Most people who meet attorney Ben Glass come to know him as a father of nine children four of them adopted from China, a small business advocate in Northern Virginia, a non-profit and charity supporter, and a soccer referee - in addition to being one of the most-reviewed attorneys in the area.

Born and raised in Annandale, Virginia, Ben has spent his career practicing law in the courtrooms throughout Virginia. A recognized expert among his peers, lawyers travel from around the country to be trained in the Ben Glass Center for Growth and Innovation.

For over a decade, attorney Ben Glass has been teaching hundreds of solo and small firm lawyers around the globe how to market ethically and effectively using education-based, direct response style marketing.

Through Ben’s experience in testing various marketing techniques for his own firm, he has discovered what truly works and has implemented his knowledge into the creation of Great Legal Marketing in 2005. Hundreds of lawyers in the United States and Canada have already joined Great Legal Marketing and are watching their practices take off.

Ben’s innovative approach to effective, ethical, and outside the box marketing for lawyers has caused him to be viewed as America’s premier authority on this subject. He is a much sought-after speaker and author and has been featured in or quoted by TRIAL magazine, The Washington Post, Washington Post Magazine, Newsweek, USA Today, ABC News Online, The Wall Street Journal and “The Next Big Thing” Radio Show. Ben has been interviewed on television, including the stations, ABC, NBC, Fox, and Cox, as well as the show, “Leading Experts TV.”

Above all, Ben believes in the success of the solo and small firm attorney and in the power of education-based, direct response marketing. You can learn more about Ben's renegade lawyer tactics, go to https://www.greatlegalmarketing.com/ 

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!

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.

I'm thrilled to be joined by Edward Kirk, a former litigator from London who's now leading the charge in legal technology as the head of partnerships at Supio, an Ai-powered software startup.

Edward shares his fascinating journey from his legal career in London to launching Supio, a platform that streamlines case management, reduces time on desk, and enhances trial outcomes for personal injury and mass tort lawyers. We dive deep into how Supio is revolutionizing law firm operations, providing instant access to case data and insights that improve efficiency and client service. Edward even shares a remarkable story about a landmark $530 million verdict achieved with the help of Supio’s Ai tools.

We also share the breaking news about Supio’s Series A funding round led by Sapphire Ventures, which will fuel their expansion and support for law firms. Edward offers some great tips for running a law firm like a business, emphasizes the importance of excellent customer service, and recommends must-read business books like "Zero to One" and "Crossing the Chasm" for aspiring professionals.

Let's get started!

Key Topics

• 03:33 - Edward’s journey from starting his legal career in 2010, working in litigation teams, and prosecuting financial crimes.
• 04:33 - The manual and error-prone nature of data analysis in legal practice.
• 05:33 - Technology to streamline legal processes and increase efficiency, leading him to work with an Australian startup focused on family law.
• 06:31 - Transition to Supio, a company that helps personal injury lawyers with case reviews, med chronologies, and other tasks, and his role in leading partnerships for the company.
• 06:55 - Supio's role in helping personal injury and mass torts lawyers by streamlining processes, reducing time on desk, and strengthening cases.
• 08:35 - How using Supio to prepare for a mediation, resulted in a significant win and an investment in the company.
• 11:11 - How Supio works with case management software like Litify, FileVine, and Smart Advocate to streamline document delivery and reduce data entry.
• 11:10 - Details of the Ai and human labor involved in processing unstructured documents and creating accurate timelines for legal cases.
• 14:01 - The role of paralegals and lawyers in using Supio to spot issues in case records, draft demand letters, and prepare for negotiations and trials.
• 17:30 - The importance of Supio as a digital colleague that helps lawyers prepare for mediation, depositions, and trials by identifying weaknesses and blind spots in their arguments.
• 18:34 - How Supio works with complementary case management software and aims to increase efficiency and reduce data entry.
• 19:20 - Advising small law firms to be curious about their manual processes and consider how technology can improve efficiency and reduce errors.
• 22:15 - Recommending looking for AiI solutions that fit the firm's needs and offering free trials to ensure compatibility and accuracy.
• 22:51 - The importance of training staff on new technology and involving both tech-savvy and skeptical team members in the adoption process.
• 22:45 - A checklist of 10 points for choosing the right Ai solution for a firm and offering to share it with listeners.
• 34:01 - Edward’s career pivot from practicing law to working with startups, influenced by books like "The Future of Law" by Richard Susskind and "Outliers" by Malcolm Gladwell.
• 37:25 - The significance of legal technology in modern legal practice and the potential for exponential impact.
• 41:55 - Continue learning and stay updated on industry trends to succeed in legal technology.
• 43:10 - The importance of having individuals in positions who can focus on operations and the need for lawyers to be trained in business management.
• 43:48 - Manual tasks that can be automated and ensure a smooth implementation process for new technology.
• 44:40 - Considering the involvement of both tech-savvy and skeptical team members in the adoption of new technology to ensure success.
• 46:27 - Using Minuteme for recording internal meetings and Fireflies for automating meeting notes and customer support.

Resources Mentioned

Books:

1. "0 to 1" by Peter Thiel
2. "Crossing the Chasm" by Geoffrey Moore
3. "The Future of Law" by Richard Siskind
4. "Outliers" by Malcolm Gladwell

Apps and Tools:

1. MinuteMe – For recording meetings, keeping notes, and training purposes
2. Fireflies – For recording meetings, keeping notes, and training purposes
3. Fathom.ai – For taking notes during meetings and creating meeting summaries
4. ChatGPT – Used by Justin Lovely for generating blog topic ideas
5. HeyJED – Used by Justin Lovely for scripting and recording videos in English and Spanish
6. Litify - 

Websites:

1.  Supio's website: supio.com

About Edward Kirk:

Edward Kirk is the Head of Partnerships at Supio, where he brings over 12 years of legal expertise combined with a deep focus on B2B legal tech sales. A graduate in Law from the University of Law, London, and History from Royal Holloway, Ed began his career as a family lawyer at Simons Muirhead Burton in London, UK. He later transitioned into the legal technology sector, serving as the Head of North America & UK at Settify, where he played a pivotal role in expanding the company's footprint across three countries by fostering strategic partnerships. With a vast network in the legal and legal tech communities across North America and the UK, Ed continues to drive innovation and growth in the industry.

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!

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.

Bringing you another amazing recording from TGR Live! Our Growth Strategies for Law Firms event, which we hold annually in beautiful Boca Raton, Florida.

Everyone absolutely loved this presentation from Justin Lovely, the Ai Lawyer. The transformative impact of artificial intelligence on the legal industry. Justin dives deep into Ai's practical applications, starting with a live demo showcasing cutting-edge tools like PimEyes for facial recognition, Crystal for behavior analysis, and Swipe Builder for ad optimization. We discuss Ai's significant role in legal practices, marketing, and content creation, all while addressing crucial ethical concerns such as privacy and bias. From automating legal processes and enhancing communication to optimizing social media performance, this episode offers a comprehensive look at how Ai is shaping the future of law and beyond.

If you want to see more from TGR Live 2024, including this presentation and others, visit https://www.tengoldenrules.com/tgrlive/ to access the videos and learn about our upcoming events. You won’t want to miss it!

Key Topics

• 01:07 Insights on using Ai in marketing and operations, showcasing strategies and tools used in their office.
• 01:41 Beta testing for Ai-powered car wreck lawyer search tool raises ethical concerns about facial recognition technology.
• 03:55 Highlights Ai as latest general purpose technology, comparing it to past transformative inventions like fire, wheel, and internet.
• 05:41 Implementing Ai tools in a law firm, facing resistance from staff.
• 07:54 The importance of involving employees in decision-making process to gain buy-in.
• 09:33 Various Ai tools, including Chat GPT, Whisper, and Claude, and their potential uses.
• 11:09 The advantages and disadvantages of each tool, and how they can be used for different purposes.
• 12:02 Using Ai tools to solve social media problems, such as finding posts that perform well and creating effective landing pages.
• 12:42 Demonstrates Ai tool Swipe Builder, showing how to analyze competitors' ads.
• 16:00 The use of Swipe files for ad creation and Swipe builder to help create ads by copying successful ads and landing pages.
• 17:24 Using Ai-generated transcripts of successful ads and client testimonials.
• 18:00 Swipe Builder and organic video marketing for law firms, mentioning its affordability and effectiveness.
• 20:24 Tools for organic video marketing, including video editors and virtual assistants, and highlights the cost-effectiveness of the setup.
• 21:34 Using Opus for clipping and VID IQ for back-end on YouTube. 
• 23:23 HeyGen Ai-powered software to create and schedule content for various platforms with ease. Even turning clips to different languages.
• 28:01 Using tools like ChatGPT and Answer the Public for content inspiration.
• 29:05 The importance of tailoring content to specific platforms and target audiences.
• 32:00 Optimizing YouTube videos with Ai tools like vidIQ and ChatGPT.
• 33:15 Emphasizes the importance of SEO for podcasts and provides tips for optimizing show notes.
• 34:00 The competition in SEO and uses Rival Flow to keep track of competitors.
• 35:17 Using Ai tool "Rival Flow" to outrank competitors in local markets.
• 37:10 Chat GPT for data analysis and attribution audits, finding it to be "awesome" and "only going to get better."
• 38:33 Identifying demands as a bottleneck in their office, emphasizing the importance of getting demands out the door to avoid delays and lost revenue.
• 41:25 Working on automating Med Cron process using Blockchain and tokenizing data.
• 42:02 Concerns about Ai ethics and legal implications in law practice.
• 43:16 Lovely Law Firm uses Ai-powered quizzes to train and retrain staff.
• 44:01 Using Ai-powered GPT to create quizzes and tests for employees on various legal topics.
• 46:31 Using chatbot to help with large case investigations, streamlining the process and saving time.
• 47:06 Facial recognition software, PimEyes, to quickly find online information about a person's past, including criminal records and social media activity.
• 48:05 The tool's ability to provide instant information that can be used in legal cases, such as identifying a hit-and-run driver's prior DUI offense.
• 49:00 Using Ai software to find witnesses and clients in legal cases.
• 53:25 Crystal to analyze opposing counsel's LinkedIn profiles for mediation preparation.
• 54:26 Crafts mediation PowerPoint to address concerns and hit key points, despite mediator's pushback.
• 57:48 Using Ai to automate call intake for law firms, mentioning features like summarization, buzzwords, and accent dampening.
• 59:25 Highlighting the cost-effectiveness of Air.Ai, with prices starting at 32 cents per minute, and the ability to hire staff with poor accents.
• 60:50 Keep an eye on Ai developments and leave a Google review for valuable insights.
• 1:05:40 YouTube optimization strategies, including creating playlists and promoting content on social channels.

Resources Mentioned:

Ai Tools and Software

1. *PimEyes* - Facial recognition software used for identifying individuals and their past histories.
2. *Crystal* - A plugin that uses the DISC profile to analyze communication style, behavior, and personal characteristics based on LinkedIn profiles.
3. *Whisper* - Ai tool mentioned in relation to its capabilities.
4. *Claude* - Ai tool mentioned in relation to its capabilities.
5. *Perplexity* - Ai tool mentioned in relation to its capabilities.
6. *Meta Ai* - Ai tool mentioned in relation to its capabilities.
7. *Swipe Builder* - Ai tool to analyze and replicate successful ad campaigns from competitors.
8. *vidIQ* - Tool for YouTube optimization.
9. *ChatGPT* - Used for various tasks like YouTube optimization, podcast show notes, data analysis, and email sequences.
10. *Rival Flow* - Tool for competitor analysis.
11. *HeyGen* - Ai tool for creating video content, includes Ai-generated templates, avatars, and live streaming features.
12. *Opus* - Used for Ai-generated short-form content from long-form videos.
13. *Adobe* - Used for OCR (Optical Character Recognition) for scanning medical records.
14. *Bhuman* - Used for personalized video creation.
15. *CallTrackingMetrics* - Praised for its Ai buzz feature and summarization.
16. *Deceptio* - Recommended Ai tool for case analysis.

Platforms and Technologies:

1. *StreamYard* - Mentioned as part of the tech stack for organic video marketing.
2. *YouTube* - Discussed extensively for generating content, gaining subscribers, and engagement.

Legal and Marketing Tools

1. *Microsoft Facial Recognition Technology** - Mentioned in the context of Ai's potential and implications.
2. *CallTrackingMetrics* - Ai buzz feature Aiding in big case identification.
3. *Malpractice Insurance* - Mentioned in context of using Ai in legal processes.
4. *Advertising Injury Coverage* - Considerations discussed in the context of Ai use in marketing and legal fields.

About Justin Lovely:

Justin Lovely is an accomplished attorney with a diverse background in both law and finance. He earned his B.S. in Finance from the University of Tennessee at Knoxville, graduating cum laude in 2004, where he also honed his skills as an amateur Golden Gloves Boxer. After his undergraduate studies, Mr. Lovely pursued his Juris Doctor at the Appalachian School of Law, where he excelled academically and actively participated in several legal societies and moot court. His legal career began with a judicial clerkship in Knoxville, TN, followed by a role as a public defender in Knox County. Today, Mr. Lovely is admitted to practice in all South Carolina Courts and focuses on personal injury and car accident cases. Outside of the courtroom, he is a sought-after legal commentator, podcast co-host, and avid fisherman.

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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Today I’m excited to bring you something truly special. This episode features a recording from TGR Live! Our Growth Strategies for Law Firms conference, which we hold annually in beautiful Boca Raton, Florida.

In this session, we have Bill Biggs, one of the most recognized experts in law firm management and culture. Bill has over 25 years of experience transforming law firms across the country. I have to say, Bill’s energy and expertise are incredible—he’s the kind of leader who seems to never sleep, yet always has valuable insights to share.

During his presentation, Bill explores the critical role that culture plays in a law firm’s success. Sharing his journey from growing a small law firm into a powerhouse by focusing on purpose-driven culture, leadership development, and profitability. Talking about the importance of having a well-defined executive team, setting clear goals, and fostering a positive work environment where team members feel valued and motivated, Bill’s approach is all about balancing high accountability with genuine care for the team. We also touch on some of the strategies Bill uses to attract and retain top talent, the dangers of toxic high performers, and the need for continuous improvement. It’s a conversation packed with practical advice and lessons that can help you build a stronger, more successful team.

If you want to see more from TGR Live 2024, including this presentation and others, visit https://www.tengoldenrules.com/tgrlive/ to access the videos and learn about our upcoming events. You won’t want to miss it!

Key Topics

• 00:00 Insights on building a successful law firm culture, citing personal experience and research.
• 00:27 The importance of defining success and providing practical application for the audience.
• 03:10 Growing a law firm from $2M to $40M+ through cultural transformation.
• 04:52 Caring for team members as individuals!
• 06:24 Bill’s favourite leadership strategy: reward trips for high-performing team members.
• 08:00 How a team's success is due to their love for their work and their talent.
• 09:45 The emphasis of the culture's role in building a successful organization.
• 11:45 How a crappy culture can still be profitable, but it's not sustainable or ethical in the long run.
• 12:51 Treating clients with respect and empathy in the legal industry.
• 14:51 Protecting the team from abusive clients, offering support and taking action when needed.
• 16:08 High profitability, a great team, and client satisfaction as keys to success in the law firm.
• 16:52 The importance of taking ownership for the future of the firm and its team, with a focus on growth and cultural alignment.
• 20:30 Avoiding placing the blame on others, but instead take action to change the firm's future.
• 23:48 Lack of design in law firms can lead to growth bottlenecks and serious problems.
• 25:27 The importance of culture in law firms, defining it as the customs, language, arts, social institutions, and achievements of a particular nation or social group.
• 26:20 The lack of design, aggression on case value, and leadership deficit in many law firms, leading to a disconnection between the firm's vision and its actual practices.
• 28:11 Beliefs and values determine rubric for decision-making, affecting everything in the firm.
• 31:19 Bill shares a personal experience building and maintaining strong culture in multiple firms, focusing on client experience and unique expression of difference.
• 34:00 Hiring true believers, not just people for a paycheck.
• 37:10 Caring for employees, believing they deserve respect and dignity.
• 37:45 The importance of treating team members with love and respect, rather than just as means to an end.
• 38:26 Providing autonomy, mastery, and purpose to team members leads to increased loyalty and dedication.
• 42:40 Prioritizing building strong relationships with team members through love and accountability.
• 45:50 The importance of the ownership mentality in the workplace, encouraging employees to think like owners and act with a sense of responsibility and care for the firm.
• 47:44 Belief in purpose, each other, and client is key to strong culture
• 49:00 Practical steps for reinforcing culture include hiring, training, and leadership structure
• 53:20 How underperforming law firms lack leadership development, aggressive case handling, and infrastructure design.
• 58:13 The efffects of promoting high performers who are toxic and have their own agenda.
• 59:20 Leadership problems and how to fix them, emphasizing the importance of radical candor and owning up to issues.
• 1:01:17 How belief in purpose, and values are essential for creating a positive and productive work environment.

Resources Mentioned

1. Bill’s Contact LinkedIn

About Bill Biggs:

Bill Biggs is the Founder of The Master Plan and Executive Director at Garces, Grabler & LeBrocq. He specializes in creating elite law firms by designing and coaching their leadership, culture, and organizational structure. Bill is relentlessly committed to selecting the right people, inspiring them with purpose, and demanding they reach their potential. He believes that great people thrive when they are loved, valued, and respected, and he is dedicated to investing in their potential through rigorous coaching. Bill's passion for winning and his refusal to accept failure drive him to ensure his teams experience the profound joy of success.

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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Today I share the audio recording from our recent webinar on the growing trend of nearshoring and outsourcing for law firms, focusing on the benefits and practical implementation. I'm joined by an awesome panel of experts who share their insider tips and valuable insights. We explain the difference between Outsourcing, Offshoring and Nearshoring. Jason Melton, is a successful law firm owner who built a nearshore resource for himself, and now offers this service to other law firms, Zuly Murphy is the Co-Founder of ProFinder International, and Emily LaRusch the Founder and CEO of back Office Betties, 

Jason Melton shares how he started nearshoring and the advantages of hiring lawyers and legal professionals in Mexico, emphasizing cost savings, high-quality work, and cultural alignment. Zuly Murphy delves into strategic aspects, highlighting the importance of clear communication, role clarity, and rigorous onboarding processes to ensure seamless remote team operations. Emily LaRusch offers practical advice on managing remote teams, stressing the need to treat internationally hired employees like local ones and create a welcoming culture.

Our conversation covers essential practices for making remote work effective for global teams, including a process-based approach to training and documentation. We address the significance of unspoken expectations and premeditated resentments in outsourcing, sharing personal experiences and lessons learned.

Whether you're facing staffing challenges or curious about nearshoring, this episode provides a comprehensive guide to enhancing your firm's productivity and growth through innovative outsourcing practices. Tune in for expert insights, real-life case studies, and actionable strategies to navigate the complexities of remote staffing in the legal industry.

Key Topics

• 00:41 - How to leverage outsourcing and nearshoring for a law firm.
• 01:40- Jay’s story on how a team member joined the company and worked remotely after his visa expired.
• 03:56 - Definitions of the terms outsourcing, offshoring, and nearshoring.
• 05:10 - Jay’s and his team use nearshoring to hire third-party talent from Canada and South America.
• 05:44 - Using digital assets (Zoom, Slack, ClickUp, Harvest) and team building activities (virtual cocktails, Lego building, trivia nights, roast) to work seamlessly and build camaraderie with remote teams.
• 08:18 - General characteristics of remote workers, including being enthusiastic, loyal, and hardworking, and that they appreciate being part of a US-based company.
• 10:33 - Hiring remote workers in other countries, highlighting the benefits and challenges of doing so.
• 13:01 - Jason Melton’s insights on outsourcing and nearshoring for law firms.
• 15:04 - Early success in law firm due to limited competition, but comfort led to complacency and efficiency issues.
• 16:49 - Adapting to remote work in the 2010s, and how Gen Z talent brought new challenges and a "skills crunch" to law firms.
• 17:18 - Finding qualified candidates in their small town due to economic challenges and a lack of higher education.
• 19:41 - The nearshoring advantages and it is just not cost savings. 
• 20:49 - Wage issues and economic conditions in the US led Jason to consider nearshoring as a solution.
• 22:41 - How filling a video editing role in Mexico, crushed Instagram space with quick answers to important questions.
• 25:06 - Hiring in Mexico, highlighting cultural similarities to the US and ease of access.
• 27:04 - Improvement in resolving small issues with staff from an agency who work in-office, compared to those who work remotely.
• 28:44 - The importance of hiring people who can learn and take things to the next level, rather than just filling positions with unskilled workers.
• 31:53 - Treat remote workers like humans, provide a nice workspace, and foster camaraderie.
• 32:10 - Jason’s shares how his business has expanded into a building in San Pedro which is class A space and located in a nicer neighborhood.
• 36:02 - Emily LaRusch’s background and sharing her experience as a volunteer teacher and entrepreneur. 
• 36:16 - Emily’s golden rules of outsourcing for law firms, focusing on fractional remote staffing.
• 38:23 - The importance of hiring people who are amazing at what they do and loving their work. 
• 38:29 - Allowing lawyers to focus on things that move the needle for the firm, and everything else needs to go off the plate.
• 39:10 - Emily emphasizes the importance of setting clear expectations and defining roles for outsourced workers.
• 41:40 - Emily’s Case Study that saved $614,000 by hiring a fractional C suite.
• 42:56 - The Culture's importance in business success, citing a 33% revenue increase in companies with great culture.
• 43:40 - Practical ways to implement culture, such as rewarding team members for living the company's core values, providing growth paths, and conducting team-building exercises.
• 46:37 - The importance of matching personality traits with role requirements in the hiring process.
• 50:28 - Zuly Murphy’s background and her company Profinder International. 
• 51:38 - Establishing clear goals and expectations for nearshoring to avoid pitfalls.
• 52:14 - Defining SMART goals, measurable, achievable, relevant, and time-bound.
• 53:19 - Communicating openly with staff about nearshore provider partnership to prevent resistance to change.
• 55:02 - The importance of documenting processes for nearshore providers so everybody stays transparent and honest.
• 58:47 - Establishing clear policies for communication and onboarding can prevent problems.
• 1:00:56 - Nearshoring legal operations can help firms avoid issues like turnover and lack of career growth.
• 1:02:13 - Experienced nearshore partners can provide leadership and training to staff in the nearshore location.
• 1:04:41 - Reviewing existing documentation from law firms, integrating core team members into the operation, and creating process-based training manuals and tools to improve workflow.
• 1:07:00 - The importance of cultural fit in hiring, providing examples of how it can impact job performance.
• 1:07:51 - Immersing new hires in the organization's culture through activities and quizzes to help them understand the local community and organizational structure.
• 1:14:50 - Hiring a fractional administrator for law firms to avoid common mistakes and save money.
• 1:18:11 - Avoiding remote workers working multiple jobs include clearly defined KPIs and tasks, and providing a dedicated point of contact for feedback and support.
• 1:19:25 - The importance of overcommunication with remote staff to make up for lack of in-person interactions.
• 1:20:21 - Insights on monitoring call center agents' productivity.

Resources Mentioned

Tools and Apps:

1. **Zoom** - For video conferencing and communication.
2. **Slack** - For team communication and collaboration.
3. **ClickUp** - For project management.
4. **GoToMeeting** - For remote work and virtual meetings.

Websites and Companies:

1. **ProFinder International** - Founder and CEO Zuly Murphy. Involved in nearshoring and offering resources for managing remote staff.
2. **Regents Remote Services** - President and Co-Founder Jason Melton, focusing on nearshoring in Mexico. Jason’s law firm Whittel & Melton
3. **Back Office Betties** - Founder and CEO Emily LaRusch, provides premier fractional administrative staffing solutions to small law firms.

About Jason Melton: 

Jason Melton has earned a stellar reputation throughout his career for developing and executing individually tailored strategies for personal injury and wrongful death clients in Florida. Beginning his career in Florida’s criminal courtrooms, Jason has consistently championed victims' rights and has extended this commitment to the civil arena, taking on insurance companies and major corporate entities. 

He is a life member of both the Million Dollar and Multi-Million Dollar Advocates Forum and has received an AV Preeminent rating from Martindale-Hubbell. Jason is also listed among Florida’s Super Lawyers. As a founding member of the National Academy of Motorcycle Injury Lawyers, he was named one of the Top 20 Motorcycle Injury Lawyers in the United States in 2020. Recognized among the top 100 High Stakes Litigators for his experience in cases exceeding $2,000,000, Jason belongs to an elite group, with less than 0.5% of U.S. litigators earning this distinction. Additionally, he is the president and co-founder of Regents Remote Services.

About Zuly Murphy:

Zuly Murphy is the CEO and founder of ProFinder International, a company dedicated to helping entrepreneurs grow their businesses by providing and leading the human capital needed to execute their vision. At ProFinder International, Zuly sources and manages qualified professionals who are motivated and aligned with the goals, values, and business processes of their clients. Her passion lies in helping companies reduce their labor costs, streamline processes, and build dedicated teams to elevate their law firms to the next level.

About Emily LaRusch:

Emily LaRusch is the esteemed Founder and CEO of Back Office Betties, where she expertly leads her team to provide premier fractional administrative staffing solutions to small law firms. Her entrepreneurial journey was sparked by a frustration with unanswered phone calls, leading her to establish Back Office Betties, which offers US-based, highly qualified administrative staff to law firms at a fraction of the cost of full-time employees. Emily is a dedicated advocate for entrepreneurship, contributing her expertise through volunteer work with organizations like Inmates to Entrepreneurs, serving on the Board of The Entrepreneurs Organization, coaching an Accelerator Group, guest lecturing at Texas A&M, and advising as a Culture Index Advisor. In addition to her professional pursuits, Emily homeschools her two sons, Lucas and Mason, demonstrating her exceptional multitasking abilities. Outside of her professional and educational roles, she enjoys reading and outdoor adventures, exemplifying a well-balanced approach to life.

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.

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!

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Do you have some feedback or questions about this episode? Leave a comment in the section below!

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Today, I had an enlightening conversation with Jeff Nischwitz, a former lawyer turned coach and consultant who specializes in helping law firms and professional services businesses enhance their culture, leadership, and business development strategies. We delved into the dangers of defining one's identity solely by their profession, especially in the legal world, and the crucial need for a balanced and fulfilling work life.

Jeff shared invaluable insights on building strong referral networks, delivering exceptional client experiences, and prioritizing self-care and work-life balance—areas where many lawyers often struggle. We also explored innovative approaches to running a successful law practice, emphasizing the importance of people and relationships over just legal expertise. Together, we unpacked the significance of mindset, the importance of confronting fears, and the critical role of leadership in driving a firm's success.

Throughout our discussion, we touched on the necessity for law firms to adapt to changes in the industry by focusing on storytelling and relationship-building, as well as the need to systematize processes and build strategic relationships to stay competitive. Tune in to rethink how we approach the business of law and gain transformative ideas for your journey.

Key Topics

• 01:24 – Jeff’s journey from a traditional law firm to completing his life goal by 33.
• 02:22 - His experience of realizing he hated practicing law and preferred the business side.
• 04:57 - The belief that people have been doing business the same way for decades and its time to to challenge that status quo.
• 05:50 –Helping people overcome fear with one favorite question to help individuals uncover their true fears and make conscious decisions to move forward.
• 08:01 – Jay shares a story about overcoming fear during the 2009 recession by shifting his mindset.
• 10:14 – Finding opportunities during a threshold moment in 2009.
• 11:45 – Starting a business during a recession, despite being laid off and facing financial challenges.
• 12:28 - The mindset of being great despite circumstances, to take action and not let the world define your self-worth.
• 15:06 – The importance of separating identity from profession.
• 16:27 – Prioritizing self and relationships over work-related sacrifices.
• 18:24- Insights on business development and culture in the legal industry, 
• where the product is Law
• 21:06 – The importance of staying top of mind with clients for repeat business and referrals.
• 21:43 - Systematizing client communication and follow-up is key to building long-term relationships and accelerating business growth.
• 24:45 - Personalization in marketing, particularly in the legal industry!
• 28:14 - The need for law firms to think like businesses, not just practices with business operations.
• 28:42 - Personalizing work experiences for employees.
• 30:28 - The importance of praising employees for their efforts and contributions, rather than only praising them for exceptional achievements.
• 32:04 – Systematizing positive feedback and recognizing employees' core values through regular team meetings.
• 33:10 - Productivity techniques, including prioritizing tasks and using mind-mapping tools.
• 34:54 - Resources for visionaries who struggle with implementation.

Resources Mentioned

Books:

1. "Good to Great" by Jim Collins
2. “Getting Things Done" by David Allen
3. "Traction" by Gino Wickman
4. “Upstream" by Chip Heath and Dan Heath
5. "Get A Grip" by Gino Wickman and Mike Paton
6. Books by Seth Godin
7. Books by Malcolm Gladwell
8. Books by Simon Sinek, particularly "Start with Why"

Apps and Tools:

1. Outlook Tasks (for personal productivity)
2. *"I Thoughts" Mind Mapping Tool* (for creativity and strategy design)

Websites and Online Platforms:

1. *Jeff Nischwitz's Website*: Think Again Coaching
2. *Jeff Nischwitz’s YouTube Channel*: Think Again Coaching

About Jeff Nischwitz: 

Jeff Nischwitz is the Founder and Chief Story Debunker of The Nischwitz Group, a company dedicated to transforming people and organizations through speaking, consulting, and coaching. Formerly a successful lawyer, Jeff transitioned from corporate law to entrepreneurship, building a notable law firm before founding The Nischwitz Group. His work emphasizes the importance of relationships in driving business success and personal growth, helping businesses develop effective leaders and high-performing teams.

Jeff is known for his authentic storytelling, sharing the challenges and triumphs of his entrepreneurial journey to inspire others. As a national keynote speaker and master facilitator, Jeff challenges audiences to take charge of their businesses and lives, offering disruptive thinking and inspired perspectives on conscious leadership, accountable teams, and overcoming self-limiting beliefs. His books, including "Unmask," "Arrows of Truth," "Just One Step," and "Snow Globe Leadership," and programs provide practical strategies for personal and professional transformation, encouraging individuals to connect with their authentic stories and achieve meaningful success.

http://nischwitzgroup.com/

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.

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!

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Do you have some feedback or questions about this episode? Leave a comment in the section below!

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In today's episode, I speak with Phyllis Sisenwine, a Master Certified Coach specializing in coaching for attorneys. Phyllis shares insights on enhancing productivity through time blocking, the power of accountability, and maintaining focus amidst mental clutter.

We discuss her recommended reads, including "How to Become a Rainmaker" and "The Power of Focus," and explore her journey from selling office supplies to becoming a sought-after speaker and master coach. Phyllis provides practical tips on starting speaking engagements, building a strong personal brand, and structuring your days for efficiency.

Our conversation also covers strategies for young lawyers, emphasizing networking, customizing presentations, and leveraging online platforms. We highlight personalized coaching, speaking as a marketing strategy, time management, and the role of accountability in achieving goals.

Key Topics

• 01:32 Phyllis’ story of how she started coaching lawyers 25 years ago and became the largest coach in the field.
• 02:34 Building a business through networking and speaking at bar associations and law firms.
• 03:35 Leveraging speaking engagements to grow your business.
• 04:51 Strategies for growth including simply asking for speaking opportunities, interviewing attendees, and weaving in success stories.
• 06:03 Tips on how to get started with speaking engagements, including creating valuable content, networking, and customizing presentations for different audiences.
• 07:04 Customizing slides and speaking at a rotary club to gain experience and exposure as a speaker,
• 09:07 The importance of finding your "why" and networking with your ideal clients.
• 12:45 The importance of enjoying marketing strategies, such as repurposing speeches into writings. 
• 15:15 Building relationships, sharing how you can be helpful instead of focusing on sales.
• 19:19 Phyllis’s system for having a productive week - Productive days, Practical days, and Play days.
• 22:00 Blocking two hours of uninterrupted time for a client to increase productivity.
• 23:42 The significant impact for lawyers to be accountable, track progress and stay focused.
• 26:27 Tips on helping your mental clutter by checking on your physical clutter. 
• 27:20 The“brain dump technique” to write down all thoughts and tasks to clear mental clutter and stay focused.
• 28:48 Tips on how to be a great coach, including active listening and asking open-ended questions.

Resources Mentioned

Books:

1. *How to Become a Rainmaker* by Jeffrey J. Fox
2. *The Power of Focus* by Jack Canfield, Mark Victor Hansen, and Les Hewitt

Websites:

1. Phyllis Sisenwine's Website https://thelawyerscoach.com/ 
2. https://www.facebook.com/people/Phyllis-Sisenwine-Powerful-Coaching/100066793183035/ 
3. https://www.linkedin.com/in/phyllissisenwine 

Podcasts:

1.  *How I Built This* by Guy Raz

About Phyllis Sisenwine:

Phyllis Sisenwine is a Master Certified Coach, a prestigious designation held by only 4% of all credentialed coaches worldwide, bestowed by the International Coach Federation. Renowned internationally as "The Lawyer’s Coach," Phyllis specializes in working with lawyers to enhance client development and create strategies to boost performance and profitability. Her clients benefit from proven methods that increase revenue and billable hours while allowing time for personal growth.

With a commitment to helping lawyers excel, Phyllis offers her expertise in various capacities: as a dynamic speaker for large audiences, a collaborator for tailored business plans, and a trusted adviser to individual attorneys. Her high-energy presentations are captivating, informative, interactive, and packed with practical advice, consistently inspiring and engaging her audience.

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.

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.

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. 

In this special 100th episode I share our recent webinar, How to Rank Your Law Firm in All 6 Parts of Google - diving into the leading strategies for law firms to gain Google rankings. From the new Google Ai search results and getting in the Top 3 for Google Screened - Local Service Ads (LSAs) to the power of free ranking in Google Maps and SEO, we leave no stone unturned. We'll explore key performance indicators, strategies for handling Google Maps rankings, and the critical need for websites to have chat and a text function. 

I also share insights on optimizing Google rankings and local SEO for businesses, emphasizing the importance of creating informative content, answering questions, and utilizing YouTube and Google Ads. Additionally, I'll discuss the significance of optimizing SEO for question and answer content and managing online reputation. Creating well-researched and authentic content that resonates with the audience and improving Google Maps rankings for local service ads are also highlighted. You'll discover practical tips and examples to help businesses improve their search rankings and online presence.

Stay tuned to learn the secret algorithm for top placements on Google and actionable strategies from one of the best minds in internet marketing. 

Don't forget to hit subscribe and visit the 10 Golden Rules YouTube channel for more tips!

Key Topics

• 03:01 - The importance of ranking on all 6 parts of Google, including Local Service Ads, Search PPC, AI Search, Google Maps, and SEO.
• 03:45 Revealing the Mystery part of Google that's super important for search rank through examples and downloadable secret algorithm.
• 07:00 Insights on internet marketing for law firms, highlighting from our own company's success with clients across the US.
• 08:41 A mini case study with Brian Garrett, a solo personal injury attorney from Oklahoma City, who improved his SEO and local search rankings.
• 09:30 Google's AI advancements, showing examples of AI-powered search results.
• 10:10 How Google is demoting some websites in favor of AI-generated content, creating opportunities for listed sites.
• 11:12 The importance of helpful content and answering questions to rank in Google's AI-powered listings.
• 11:50 The use of videos and blogs to improve website SEO.
• 14:01 SEO strategies for AI-powered search engines.
• 17:50 The importance of mobile search, as over 60-70% of searches are now done on mobile devices.
• 18:26 Creating significant leads and sign-ups through local service ads campaigns, with some clients signing up over 275 new clients in a year.
• 20:28 The importance of promptly answering calls from local service ads program to avoid missing critical leads.
• 21:45 How a secret algorithm prioritizes bidding mode to maximize leads, with the back end of the program being crucial for designating good leads.
• 23:08 Google review strategy for law firms, emphasizing the importance of proximity and consistency in Google Maps listings.
• 24:15 The "multi locations" strategy - multiple locations can optimize their Google Maps listings and local service ads for each location.
• 25:09 How Local Service Ads and Google Maps are crucial for law firms.
• 28:19 Google reviews, their importance and local optimization for personal injury lawyers.
• 29:08 Using the Google Maps widget on a website to improve SEO and make it easy for clients to find the law firm.
• 31:24 SEO strategies for improving search engine rankings.
• 32:51 Simplifying SEO factors to "ABCs" of website architecture, speed, and performance.
• 34:34 The value of high-quality, influential links from important sites and publications.
• 37:48 The value of testing different ad copy and variants in Pay Per Click campaigns.
• 40:28 YouTube SEO and PPC opportunities for law firms.
• 43:32 Using questions in SEO, targeting the keywords and questions that potential clients are likely to search for.
• 43:57 The opportunity to rank for questions related to car accidents and hiring a lawyer, as people are increasingly using AI search to find answers to their legal questions.
• 46:06 Creating SEO-friendly content that answers questions and provides value to users.
• 48:21 SEO strategies for local businesses.
• 50:02 Quick responses and accurate note-taking in disputes for Local Service Ads (LSAs).
• 50:27 The value of paying for leads through LSAs, even if it means accepting cases outside one's practice area.
• 52:30 Creating new content to cover specific questions on transactional pages, while maintaining valuable FAQ sections.
• 54:43 Designing a website that provides helpful answers and encourages users to spend time on the site.
• 55:46 How Google Analytics and call tracking are used to measure the effectiveness of a website in providing helpful information and generating leads.
• 56:54 The importance of KPIs such as web traffic, leads, and cost per sign case for marketing agencies.
• 58:00 The significance of chat and text leads, as well as form fills, for increasing conversion opportunities.
• 01:01:47 Responding to one-star reviews professionally, rather than ignoring them.

Resources Mentioned

1. *Secret Algorithm Download Link* - Offered during the webinar for optimizing Local Service Ads.

Apps/Tools:

1. *Google My Business* - https://www.google.com/intl/en_ca/business/ Essential for managing and optimizing local business listings.
2. *PPC Ad Management Tools* - Used for managing and monitoring pay-per-click campaigns 
3. *Heat Map Analysis Tools* - Utilized for analyzing user interaction and web page performance 

Previous Guests Mentioned:

1. EP019: Interview with CraigsList.com Founder Craig Newmark 
2. EP034: Linkin Park’s Mike Shinoda & Selecting a Domain and Internet Presence, WineLibrary TV’s Gary Vaynerchuk & Personal Branding 
3. EP020: Interview with Mahalo.com founder Jason Calacanis 
4. All-In Podcast
5. EP016: Interviews with Google Engineer Matt Cutts, Link Building Expert Todd Malicoat & DMOZ Co-founder Chris Tolles
6. EP084: Intaker’s Joe Ruotolo BREAKING NEWS! New AI chat for Google Screened

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rul zzz xx es, 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.

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