This episode features Elijah McNally, Marketing Director at Arias Sanguinetti Trial Lawyers, a 20-attorney powerhouse that has recovered over $1.5 billion for its clients. Elijah offers a fresh perspective on legal marketing, emphasizing a move away from aggressive, jargon-filled advertising toward a "trauma-informed" and sincere approach. He explains how answering a potential client's questions directly and leading with empathy can build trust and, counterintuitively, achieve better results with SEO and AI. Elijah provides a playbook for firms of all sizes, from solos testing the waters with a $1,000/month Meta ads budget to larger firms learning how to vet and manage marketing vendors effectively. This conversation is a masterclass in modernizing your firm's outreach by focusing on the human story behind every case.

Show Notes:

(00:00) Introduction: Elijah McNally and the powerhouse firm, Arias Sanguinetti.

(00:56) A Fresh Perspective: Moving beyond "rinse and repeat" marketing to tell relatable stories.

(03:36) Trauma-Informed SEO: Answering direct client questions to build trust in sensitive practice areas.

(06:21) AI and SEO: How a client-first strategy is being rewarded by new technology.

(07:41) The "Chicken Recipe" Problem: Why direct answers are key to building trust and converting leads.

(10:14) Big Picture Strategy: A look at Arias Sanguinetti’s marketing channels, including SEO, social media, and paid Meta ads.

(12:07) Advice for Solo Attorneys: How to start marketing yourself and when to hire an expert.

(13:23) The $1,000/Month Experiment: How to test Meta ads effectively on a small budget.

(15:08) The Two-Month Rule: How long to run an ad campaign before deciding if it’s effective.

(19:58) Vetting Your Vendors: How to avoid "snake oil salesmen" and find partners aligned with your mission.

(22:11) Due Diligence Checklist: Talk to 10 vendors, check their work for typos, and ask for client references.

(23:41) Managing Your Agency: Why you must be the "squeaky wheel" to get the best results.

(25:54) Speaking Two Languages: Crafting different messages for attorney referrals (B2B) and potential clients (B2C).

(27:17) Cutting Through the Noise: How to strip away legalese and close the emotional gap with your audience.

(34:14) Tailoring the Message: Adjusting marketing strategies for different practice areas based on the client's emotional state.

(37:12) People-First Marketing: The story behind the "Women fighting for women" ad that generated a flood of leads.

(39:50) The Power of Sincerity: Why leading with your heart is the most effective and ethical marketing strategy.

Contact Elijah: [email protected] or on LinkedIn.

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This episode features Tim Reuben, a Harvard Law graduate and managing principal of Reuben Raucher & Blum, who has spent over 40 years in the trenches of high-stakes civil litigation. Tim shares his journey from being a versatile "litigator's litigator," handling everything from antitrust to securities, to his new chapter as a mediator and founder of Reuben Mediation. He offers a critical look at the evolution of the legal profession, lamenting the shift from mentorship to a focus on billable hours. Tim also dives into the impact of technology, comparing the rise of AI to past game-changers like email and LexisNexis, and explains why he believes AI is a powerful but dangerous tool that requires careful human oversight. Finally, he reveals his unique philosophy on mediation as an active, persuasive process and shares his controversial take on why trial lawyers often make better mediators than retired judges. Plus, he tells us how he found the time to write his debut thriller novel, Tequila, by replacing cocktails with chapter writing.

Show Notes:

(0:00) Introduction: Tim Reuben’s 40-year career in complex civil litigation.

(1:28) The Litigator's Path: A demanding journey of constant conflict and the transition to peacemaking through mediation.

(3:29) The Generalist Advantage: Why a skilled litigator can handle any type of case, from copyright to construction.

(6:16) The Business of Law: How the profession's focus has shifted from mentorship and skill development to billable hours.

(9:04) AI's Double-Edged Sword: Why firms must educate their lawyers on AI, a tool both powerful and dangerous if used improperly.

(11:23) Will AI Replace Young Lawyers? How associates' roles will evolve to oversee and verify AI-generated work.

(14:29) Technological Game-Changers: Comparing AI's impact to the revolution brought by LexisNexis and email.

(15:19) Digital Evidence Overload: How emails and texts have created an explosion in litigation costs and complexity.

(22:06) The Danger of Speed: Why the modern expectation of immediate responses is detrimental to thoughtful legal strategy.

(25:32) The Impetus for Mediation: Solving the crisis of an overwhelmed court system where justice delayed is justice denied.

(27:42) The Mediator's Philosophy: An interactive, forward-looking approach focused on risk analysis and problem-solving.

(32:12) The Two Stages of Mediation: The balance between letting parties air their grievances and shifting focus toward a future resolution.

(37:04) The Controversial Take: Why the advocacy skills of a career litigator can be more effective in mediation than the judgment of a retired judge.

(43:06) The Cocktail Hour Novelist: How Tim wrote his thriller, "Tequila," by writing one short chapter an hour after work.

(46:58) The Writer's Journey: Fulfilling a lifelong plan to write a book after career and family demands subsided.

(51:22) Litigation as Storytelling: Crafting clear "good guy vs. bad guy" narratives in both legal briefs and fiction.

(54:15) The Power of Simplicity and Humor: The importance of plain speaking, relatable stories, and levity in effective advocacy.

Find Tim at https://www.reubenmediation.com/, @timreubenauthor on Instagram, https://www.timreuben.com/

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This episode features Sharon Appelbaum, owner of AppelbaumLaw PC, a specialized criminal defense firm. Sharon shares her unique career path, from being a Beasley scholar and a prosecutor in the Manhattan District Attorney's prestigious cybercrime unit to becoming a top-rated defense attorney in California. She explains her proactive defense strategy, emphasizing the critical importance of pre-charge investigations to protect her clients. Sharon unpacks her approach to building a custom legal team for every case, her method for finding obscure subject-matter experts, and how her prosecutor background gives her an invaluable edge. This conversation is a masterclass in managing client expectations, the art of strategic defense, and building a referral-based practice that thrives on reputation rather than SEO.

(0:26) Introduction: Sharon’s background as a prosecutor and her move to defense.

(1:55) The strategy of pre-charge investigations and getting ahead of the case.

(3:49) The initial decision to become a prosecutor and work with victims.

(4:25) The transition to California and the surprising story of how criminal law "clawed her back in."

(6:16) The defense attorney’s edge: How a prosecutor’s background helps anticipate the other side’s strategy.

(8:20) The business of law: Why 95% of her referrals come from other lawyers, not SEO.

(9:44) The hardest lesson of going solo: Learning you can’t do everything yourself.

(12:20) The modern firm structure: Operating as a solo/small firm while building a powerful team for each case.

(17:16) Case study: How acting as a buffer for a client derailed an SEC investigation before it started.

(18:41) How to find the perfect expert for any case, no matter how obscure.

(22:32) The story of the "educational expert" who charmed a jury in a real estate fraud trial.

(25:01) The art of managing client expectations when they’re in legal limbo.

(28:14) Why making the client part of the process is a key defense strategy.

(30:03) The X-Factor: Getting to know a client's entire life story to build a stronger defense.

(33:02) Sharon’s take on the Amber Heard trial and the overwhelming influence of social media.

Contact Sharon: [email protected]

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This episode features Brian Colón, the Managing Partner of Singleton Schreiber's New Mexico offices. Brian oversees a rapidly growing practice for a national firm that has recovered over $3 billion for clients. He shares a powerful story of personal and professional resilience, from a hard-fought loss in a race for Attorney General to finding his purpose at a firm that truly aligned with his values. Brian reveals why, before accepting the partnership, he insisted on seeing the standard employee agreement—and how its contents, including 100% healthcare coverage and childcare reimbursement, sealed the deal. He offers a masterclass in authentic leadership, explaining how his firm fuses fearless legal advocacy with deep commitments to philanthropy and public policy, and why they've invested in a full-time social worker to support both their team and their clients. This is an unfiltered look at what it means to build a law firm on a foundation of service, gratitude, and unapologetic conviction.

Show Notes

(0:00) Introduction: Brian Colon’s journey through public service and private practice.
(1:40) The Firm’s 8X Growth: How Singleton Schreiber maintains a client-centered and diverse culture.
(2:49) The Righteous Case: Taking on environmental justice cases for communities without a voice, even if they aren't profitable.
(6:45) A Leader’s Philosophy: "I work for my team."
(8:28) The Three Pillars: Integrating philanthropy, public policy, and the law into the firm’s DNA.
(10:41) The Aftermath: The devastating emotional toll of losing the Attorney General primary.
(12:32) The Turning Point: How the book Untethered Soul and the mantra "Be open" created a floodgate of opportunities.
(14:43) The Ultimate Litmus Test: Why the employee agreement was the real deal-closer for joining the firm.
(15:40) What True Values Look Like: Child care reimbursement and a $1,000 nonprofit match for every employee.
(18:44) The Roots of Resilience: How growing up in poverty and personal tragedy shaped his drive.
(20:19) The Bonus Round: Brian’s passion for mentoring the next generation of leaders.
(27:25) A Radical Investment in People: Why the firm employs a full-time social worker for staff and clients.
(30:21) Scaling Culture: How to keep everyone aligned with the mission during rapid expansion.
(37:28) Unapologetic Advocacy: Why being transparent about his political values is a magnet for the right clients and talent.
(46:56) The Problem with "Inventory": How to manage mass torts cases without dehumanizing clients.
(54:30) The Future of Law: Why attorneys who don't learn to use AI will be the only ones to lose their jobs.

Contact Brian: (505) 270-2154

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This episode features Michael J. Ash, a partner at Carlin, Ward, Ash & Heiart LLC and a certified civil trial attorney specializing in the niche field of eminent domain and real estate value litigation. Michael shares his unconventional journey from transactional law, where he deciphered 400-year-old deeds with descriptions like "easterly as the cow walked," to becoming a leading trial attorney in New Jersey. He reveals the creative strategies he uses to make complex property concepts compelling to a jury, including using Google Earth flyovers to create a "CSI magic" effect in the courtroom. Michael also discusses his pivotal career shift from representing the government ("the black hat") to defending property owners ("the white hat"), the power of attorney referrals as a primary marketing tool, and why finding the right business partner is the most critical skill for any firm owner.

(0:00) Introduction: Michael J. Ash’s specialization in eminent domain and real estate litigation.
(1:49) How a background in transactional law became the foundation for a career in niche litigation.
(5:28) The challenge of litigating 400-year-old deeds with descriptions like "as the cow walked."
(6:44) How to make complex real estate concepts understandable and engaging for a jury.
(8:33) The "CSI Magic": Using Google Earth flyover videos as a persuasive courtroom tool.
(11:10) Why Michael refuses to outsource trial demonstratives and insists on maintaining full control.
(15:03) The Career Shift: From representing the government ("the black hat") to defending property owners ("the white hat").
(17:38) The biggest challenge in transitioning from being an employee to a firm owner.
(20:10) A marketing model built on relationships: How attorney referrals drive their business.
(24:19) The two factors that tell you exactly when it’s time to grow your firm and hire.
(26:04) The strategy of hiring a tax court clerk to build expertise and attract partner-level talent.
(30:30) The #1 skill for running a successful practice: Finding the right business partner.
(32:57) A framework for handling disagreements and making decisions with a partner.
(36:01) Michael’s take on AI, including a clever use of image generation for marketing case studies.
(39:12) Where to find and contact Michael J. Ash.

Show Notes:

Contact Michael's firm: https://carlinward.com/

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This episode features Jason Horst, a former Am Law 100 attorney who left Big Law to build his own practice in the high-stakes world of the California cannabis industry. Jason shares the inside story of the "Green Rush," explaining why the initial excitement collapsed under the weight of crushing taxes, heavy regulation, and what he calls the "Al Capone law" that prevents legal cannabis businesses from taking normal deductions. He details his strategic pivot from a struggling industry to a diversified, locally-focused practice and offers a masterclass in marketing through genuine, one-on-one connection. The conversation takes a deep dive into the impact of artificial intelligence, as Jason—a heavy early adopter—discusses which AI tools are changing the game, the ethical thicket of their use, and his critical concerns about how the next generation of lawyers will be trained when AI automates their foundational work.

Show Notes

(0:26) Introduction: Jason Horst’s journey from Big Law to founding Horst Legal Counsel.
(3:43) Why the security of Big Law is an illusion without a book of business.
(4:11) The personal and professional constraints of a large firm's corporate culture.
(7:33) Making the jump: Why the cannabis industry required a "jump in with both feet" approach.
(8:22) The early days of cannabis law: "Everybody here is a felon."
(10:43) How Jason found his niche as one of the first insurance coverage lawyers in the cannabis space.
(12:37) The "Green Rush" fades: How unsustainable regulations and taxes crippled the industry.
(15:03) "Death by a thousand bullet holes": The 70% effective tax rate killing legal cannabis businesses.
(18:26) The "Al Capone Law": How the IRS prevents cannabis companies from taking ordinary business deductions.
(20:17) Jason’s marketing strategy: The power of showing up and building one-on-one connections.
(22:14) How to pivot when your primary industry dries up.
(31:13) When to hire: Growing a firm from a solo practice to a full-service shop.
(31:42) Using the gig economy to scale a law firm up and down effectively.
(35:34) The legal tech stack that makes running a firm easier than expected.
(38:50) A deep dive into AI's impact on legal practice.
(39:45) Why AI output should be treated like a first-year associate's work product.
(43:09) The business model paradox: AI tools increase expenses while decreasing billable hours.
(43:38) The critical question: How do we train junior lawyers when AI automates their work?
(53:58) How AI will dramatically increase the pace of litigation and the pressure on courts.
(01:03:42) Jason’s favorite AI tools that are changing his practice.
(01:06:33) Where to find and contact Jason Horst.

Contact Jason: [email protected]

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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.

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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