This episode features Peter Kalanda, a 20-year digital marketing veteran and the co-founder of Three Horizons Interactive. Peter shares his unique journey from managing hotels and consulting at Ernst & Young to mastering the digital marketing landscape for law firms. He breaks down the complex world of SEO and SEM with a simple analogy: SEO is like planting a garden that grows over time, while SEM is like renting a billboard for immediate visibility. Peter provides a masterclass on the immense, often-overlooked power of local search, explaining how optimizing a Google Business Profile can be a game-changer for attracting clients. He reveals the most common technical mistakes that make websites invisible to Google, how to find high-impact keywords, and the three simple fixes any lawyer can make this week to improve their online presence. This is a practical, no-nonsense guide to building a powerful digital foundation without a massive budget.Show Notes:

(0:27) Peter Kalanda’s journey from Slovakian immigrant to digital marketing expert.
(0:56) The unconventional path from hospitality management to mastering SEO.
(3:15) The validation: Taking a company’s sales from $100k to $3 million.
(5:30) How digital marketing has evolved over the last 20 years.
(8:50) Why law firms are the perfect clients: The untapped power of local search.
(12:27) Digital Marketing 101: SEO is a garden, SEM is a billboard.
(14:42) The critical error that can make your website completely invisible to Google.
(16:30) How to find the right keywords: High volume, low competition, and long-tail phrases.
(20:47) Defining Local SEO: How to target clients searching within a 20-mile radius.
(24:49) A content strategy that cuts through the noise: Answering questions with authenticity.
(30:23) The Top 3 SEO mistakes law firms make and how to fix them today.
(32:50) AI vs. SEO: Why fundamentals like structured data are more important than ever.
(34:36) How to realistically budget for digital marketing (Hint: You don’t need a giant war chest).
(36:58) The key metrics lawyers should track to know if their marketing is actually working.
(40:40) Case Study: How a simple contact form redesign increased qualified leads by 45%.
(42:59) The first 3 things every lawyer should do this week to improve their marketing.
(45:49) Hiring an Agency: How to spot red flags, understand pricing, and why you always need three quotes.
(51:18) Where to find and contact Peter Kalanda.

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Contact Peter: https://www.3h-i.com/

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This episode features Andre Rembert, a former U.S. Army artillery officer turned personal injury lawyer. He shares his journey from combat tours to founding Rembert Law in South Carolina, including living on a sailboat to save money and recovering from a major injury just weeks after launching. Andre offers sharp insights into personal injury marketing, from secret ad strategies to three-month test runs, and explains why AI won’t replace persuasive trial lawyers. A raw, honest look at the grit it takes to build a firm from scratch.

Show Notes
(0:21) Introduction: Andre Rembert’s military background and legal career.
(2:44) The #1 lesson from a large "mill" firm: Can you get clients?
(4:11) Applying a military and classics background to spot and fix law firm inefficiencies.
(7:33) How a simple follow-up process added $50,000 a month in fees.
(9:27) The importance of auditing and process enforcement to prevent "quiet quitting."
(15:45) Andre's post-law school journey through Afghanistan and document review.
(19:46) The decision to go solo and the strategy to make it work.
(20:12) The Sailboat Strategy: Living on a boat for $200/month to keep overhead non-existent.
(21:12) Catastrophe: A severe leg injury just two weeks after starting the firm.
(22:37) The Grind: Waiting tables and mowing lawns to keep the business alive while injured.
(30:36) The Hard Truths of Personal Injury Advertising.
(31:32) Your marketing source is your most valuable trade secret.
(32:59) Lessons from testing various channels: SEO, Pay-Per-Click, social media, and TV.
(39:27) The story of spending $35,000 on TV ads for a single case.
(44:40) The 3-Month Rule: How to ruthlessly vet and fire marketing agencies that don't perform.
(49:54) Andre’s take: Why AI can’t replicate the persuasion and valuation skills of a trial lawyer.
(54:36) Final Advice: Bet on yourself, manage risk, and keep costs down to ensure survival and success.

Contact Andre: [email protected]

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This episode features Chris Lusby, the founder of Lusby Law in Wilson, North Carolina, who shares his unconventional journey from being a police detective and restaurateur to running a successful law firm. Chris provides a candid look at the challenges of hiring and retaining talent in a "legal desert," detailing the evolution of his strategy from hiring recent grads to taking a chance on an experienced professional with no litigation background. He discusses his firm's focus on family law, his hands-on approach to creating a partner track, and why he embraces a value-based, flat-fee billing model. A true early adopter, Chris offers a deep dive into his tech stack, explaining how he uses tools like Spellbook, Westlaw Precision, and AI transcription to boost efficiency, improve client management, and stay ahead of the curve.

Show Notes:
(1:25) The Revolving Door: Challenges with attorney retention and having employees leave to become Sheriff and DA.
(3:50) A New Hiring Strategy: Focusing on community connection and "hunger" over direct experience to find long-term talent.
(4:15) Practicing in a "Legal Desert": The unique challenges and opportunities of opening a new firm in an underserved area.
(9:15) The Big Risk: Hiring an attorney with zero litigation experience based on mentality and teachability.
(12:39) Reevaluating the Compensation Model: Moving from "eat what you kill" to a competitive salary plus commission structure.
(16:07) Designing a Transparent Partner Track: The benchmarks and emotional investment required for partnership at his firm.
(24:08) A New Kind of Lawyer: Why clashing with tech-resistant culture at a traditional firm drove him to start his own practice.
(26:18) The Power of Resilience: How a failed restaurant venture prepared him for the risks of launching a law firm.
(32:19) The E-Filing Revolution: An inside look at the legal profession's resistance to new technology.
(35:28) Tech Stack Breakdown: The pros and cons of Practice Panther, Zola Suite, and the pains of software integration.
(44:02) Why Every Call is Recorded: Using AI transcription and recordings for CYA and effective client management.
(47:12) Inside the AI Toolkit: Practical uses for Spellbook, Westlaw Precision, Grammarly, and You.com.
(53:51) The Future of Law: Predicting that law firms that don't adopt AI will be obsolete within 15 years.
(58:07) Beyond the Billable Hour: How to implement a value-based, mixed-retainer billing model.

Contact David: [email protected], lusbylaw.com

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Join us for a conversation with Edward F. Cohn, a veteran criminal defense attorney who launched his solo practice right out of law school. Edward shares how court-appointed cases, courtroom observation, and strong mentorship shaped his early career. He reflects on the evolution of legal marketing, lessons from a Harvard negotiation course, and the value of maintaining respectful relationships with opposing counsel. Candid and practical, this episode offers real-world insights into the challenges and rewards of running a solo law firm.

Show notes:

(0:11) Introduction to Edward F. Cohn, his criminal defense practice, and his professional accolades.

(0:50) Overview of his practice in Tucson, focusing on criminal defense for misdemeanors and felonies, often for local college students.

(2:07) How he got into criminal defense: starting his own firm right out of law school and taking court appointments to gain experience.

(3:35) The decision to go solo, encouraged by a mentor, and the appeal of being his own boss.

(4:41) The fear and anxiety of starting a practice from scratch and the importance of having good mentors.

(5:06) Learning the ropes as a new solo: The invaluable and practical tip of going to the courthouse to watch hearings.

(7:48) The benefits of observing court: learning procedure, getting to know judges, and navigating different courtroom personalities.

(8:34) Learning from other attorneys in court, including the calm and effective demeanor of famed lawyer Jeff Fieger.

(9:46) Setting up the business: how a "Law Practice Management" class in law school provided the blueprint for his firm.

(10:51) Early business logistics: using mentors' conference rooms and courthouse meeting rooms to keep overhead low.

(11:56) The timeline for success: feeling comfortable after three years and feeling seasoned after seven.

(13:35) The evolution of legal marketing from Yellow Pages and early online lead generation to modern strategies.

(14:59) Current marketing strategy: the essential role of online legal directories like Avvo and Lawyers.com.

(16:49) Firm administration and management: keeping overhead low and using legal assistants or law clerks on an as-needed basis.

(18:32) Core traits of a great litigator: comfort in the courtroom and being a strong negotiator.

(18:41) Enhancing negotiation skills through an intensive executive education course at Harvard.

(19:57) The number one negotiation tip: "The art of negotiation is letting the other party have it your way."

(20:33) The power of building cordial relationships with prosecutors and advocating effectively through diligence and respect.

(23:53) Key traits for a successful solo practitioner: an entrepreneurial mindset and comfort with the "feast or famine" nature of the business.

(25:25) The necessity of a healthy appetite for risk, adaptability, and emotional resilience.

(26:54) How to contact Edward F. Cohn (website, phone, and social media).

(28:28) Final thoughts: Finding motivation and a "buzz" from getting the best possible outcome for his clients.

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Join us for an insightful discussion with Peter Bochnewich, owner of Bochnewich Law Offices, as he shares wisdom from his impressive 32-year career in Trust and Estate litigation. Peter details his journey from general civil litigation to specializing in complex trust and estate disputes, emphasizing the profound impact of mentorship on his development and his commitment to guiding younger attorneys. He offers a look into managing his own firm, the importance of maintaining civility with opposing counsel, adapting to technological advancements like cloud-based software and the emerging role of AI in law, and underscores the value of hands-on experience and continuous learning in the legal profession.

Show Notes:

(0:00) Introduction: Peter details his firm's focus on trust and estate litigation (80%), estate planning (10%), and other civil matters, along with his 32 years of experience and geographic reach.

(4:29) Business Skills from Pre-Law Corporate Career

(5:09) Early Career: Civil Litigation & Insurance Defense Experience

(7:11) Critical Role of Mentorship & "Learning the Craft"

(7:41) Benefits of Office Environment & Peer Learning

(10:14) Challenges: Overwhelm, Client Management, Maintaining Passion

(11:20) Mentoring: Patience & Effective Teaching for New Attorneys

(15:16) Tech Adoption: Practice Management Software (Leap) & Cloud Systems

(16:21) AI in Law: A Helpful Tool, Not a Replacement for Human Judgment

(19:52) Tech for Efficiency & High-Quality Work Product

(21:28) Client Communication: Billing, Strategy, Managing Expectations

(23:11) Work-Life Balance & Long-Term Career Passion

(25:21) When to Start Your Own Firm: Gaining Experience & Reputation

(27:07) Running a Firm: Administrative & Business Management

(29:28) Firm Legacy & Succession Planning Thoughts

(30:51) Key Advice: Love the Profession, Hard Work, Strong Writing, Preparation

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This episode features David Gammill, owner of Gammill Law in Manhattan Beach, specializing in personal injury and civil rights cases. With 17 years of experience from LA District Attorney to founding his own firm in 2018, David explains how prioritizing family drove his career decisions. His business thrives on attorney referrals and remote work, emphasizing digital presence over physical office space. David discusses his storytelling approach to cases and predicts AI will significantly increase law firm efficiency and profitability.

Show Notes

(0:00) Introduction of David Gammill: Trial attorney with 17 years of experience in personal injury and civil rights cases.

(1:05) Gamma Law Overview: Manhattan Beach firm handling statewide California cases from wrongful deaths to police misconduct.

(1:30) Career Evolution: The journey from prosecutor to defense attorney to civil litigator, driven by public speaking skills and meaningful work.

(3:00) Breaking into Trial Law: How chance encounters and strategic advice shaped his path to the DA's office.

(6:40) Criminal to Civil Transition: Adjusting from courtroom-driven practice to brief-heavy civil litigation and intense work hours.

(9:50) Founding Gammill Law: Prioritizing family relationships over firm prestige while building a sustainable practice.

(15:40) Modern Law Firm Essentials

(19:00) Beyond Legal Practice: The non-legal tasks essential for firm success, from social media to client reviews.

(21:45) Strategic Media Engagement: Using media ethically to create pressure and drive case outcomes.

(26:50) Case Selection Strategy: Identifying high-impact cases with emotionally resonant stories.

(30:45) Business Mindset for Attorneys: The critical shift from personal finance thinking to law firm investment.

(35:20) Management Philosophy: Results-focused leadership that empowers team members rather than micromanaging.

(37:50) AI in Legal Practice: How emerging technologies will increase efficiency and potentially grow case volume by 20-50%.

Email David: [email protected]

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Join us for an engaging conversation with Katie Diemer, managing partner at Diemer & Wei LLP, as she reflects on her 41-year career in law, detailing her unexpected journey from aspiring pediatrician to a seasoned litigator. Katie shares valuable insights into the world of financial litigation and reorganization, representing creditors and other parties in bankruptcy. She emphasizes the importance of expectation setting with clients, her firm's hourly billing approach, and the significance of building strong client relationships. Katie also discusses her path to founding her own firm, the strategic importance of diversity within her practice, and offers advice for lawyers on proactive problem-solving in their careers.

Show Notes:

(1:05) Introduction and Practice Overview: Katie Diemer, managing partner at Diemer & Wei, LLP, discusses her firm's specialization in the crossover between litigation and reorganization.

(6:15) Billing Practices: The firm operates on an hourly fee basis and is transparent with clients about costs.

(17:00) Client Communication: Emphasizing the importance of open communication between lawyers and clients, especially regarding billing.

(20:00) Path to Law: Katie's initial aspiration to become a pediatrician and her unexpected journey into law.

(28:55) Finding Litigation: Discovering a passion for litigation during law school after initially pursuing transactional work.

(35:00) Influence of Family and Travel: The impact of a family of academics and international exposure on her approach to interacting with diverse individuals.

(47:45) Founding the Firm: The circumstances that led to starting her own law firm after a period as a stay-at-home mom.

(63:30) Client Retention: The surprising success in clients following her when she started her own firm.

(88:45) Importance of Diversity: Emphasizing the value of diversity in a law firm for problem-solving and understanding a diverse client base and jury pool in Silicon Valley.

(102:00) Changes for Women in Law: Reflecting on the changes and persistent biases for women in the legal profession over her 41-year career, and the importance of proactive problem-solving.

Email Katie: [email protected]

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Join us for an insightful conversation with John Begakis, founder of Altview Law Group, as he shares his journey from traditional civil litigation to building a cutting-edge entertainment law practice. John discusses how he recognized early opportunities in digital media, built a thriving practice representing social media influencers, and evolved with the changing entertainment landscape. He offers valuable insights on managing a boutique firm, balancing litigation and transactional work, and creating an attractive workplace culture without traditional billable hour requirements.

Show Notes:

(0:00) Entertainment Law Billing: The unique challenges of talent representation and commission structures

(0:46) Introduction and Practice Overview: Full-service entertainment firm focusing on influencers, producers, and IP

(2:30) Balancing the Practice: Managing the 50/50 split between transactional and litigation work

(3:43) Early Career Journey: From law school aspirations to finding opportunities in digital media

(11:39) Breaking into Digital Entertainment: Recognizing potential in early YouTube creators

(14:29) Pivotal Moment: Working with Quinta Brunson and expanding into traditional media

(21:41) Building the Firm: Partnership formation and business philosophy

(25:42) Innovative Billing Approaches: Implementing flat fees and transparent pricing

(34:35) Team Growth: Experiences with hiring and managing associates

(44:31) Employee Retention: Creating an attractive work environment without billable hour requirements

(50:47) Career Advice: The importance of patience and organic growth in legal practice

Email John: [email protected]

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This episode features Shireen Hilal, CEO of Maior Consultants, a consulting firm for law and other service firms. Shireen shares insights from her experience as a former litigator and executive, and explains how she helps law firms break through plateaus, streamline operations, and increase revenue. She emphasizes a hands-on, iterative approach to consulting, the importance of understanding client needs, and how to build a strong firm culture. Hilal also provides valuable advice on business strategy, marketing, and talent management for law firms of all sizes.

Email Shireen: [email protected]

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This episode explores the world of real estate law with Thomas Koster, a partner at Koster & Leadbetter LLP specializing in property disputes. Thomas shares his perspective on the shortcomings of legal education, emphasizing the need for practical skills like client management and negotiation. He details his firm's unique approach to serving individual clients, focusing on cost-effective solutions and utilizing technology like AI tools and contract attorneys to streamline processes.

Show Notes:

(0:49) Niche Specialization Builds Expertise: A focused practice in areas like property and landlord-tenant law strengthens expertise and better serves a specific client base.

(10:53) Serendipity Can Shape Careers: Being open to unexpected opportunities can define one’s career path in law.

(15:31) Partnership Synergy Matters: Strong partnerships are built on complementary skills and aligned values.

(21:33) Efficiency Through Lean Operations: Small teams and strategic outsourcing help maintain quality while managing costs.

(24:07) Networking Drives Client Growth: Referrals and participation in industry events are powerful drivers of client acquisition.

(31:49) Simple Tech Solutions Are Often Enough: Basic tools can efficiently support case management, especially for smaller firms.

(35:41) AI Has Potential but Needs Caution: AI tools like ChatGPT are useful for drafting and research but require oversight due to accuracy concerns.

(42:14) Litigation Success Requires More Than Legal Skills: Key skills include client management, cost-conscious strategy, and ethical diligence.

(55:04) Client-Centric Service Is Key: Providing high-quality, cost-effective service is crucial for building lasting client relationships, especially in complex areas like real estate law.

Email Thomas: [email protected]

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