Curious if running ads is right for your law firm? In this episode of the Wildly Successful Law Firm podcast, Nermin Jasani demystifies legal advertising—from Facebook and Instagram to Google PPC, YouTube, TikTok, TV, and radio. She breaks down what works (and what doesn’t) for different types of law, why ad success is about more than just spending money, and how to set yourself up for real results. Whether you’re new to ads or rethinking your current approach, Nermin shares actionable advice on tracking results, following up with leads, and choosing the strategy that actually makes sense for your practice.

Key Takeaways:

• There are many advertising platforms, but not all are suitable for every legal practice area.
• High-volume practices like personal injury can benefit from TV and radio ads, but they require significant investment and robust intake systems.
• Social media ads (Facebook, Instagram) can work for family, estate, or bankruptcy law but need ongoing nurturing—expect a longer conversion timeline for “cold” leads.
• TikTok and YouTube are best for lawyers with established online presences; TikTok is good for brand awareness, not big-ticket services.
• Google Pay-Per-Click (PPC) can get expensive quickly and doesn’t guarantee client conversion.
• The success of any ad campaign depends on having solid systems to track leads and follow up effectively.
• Always track where your leads come from and calculate your return on ad spend to guide future decisions.
• Be cautious with marketing agencies—ensure they deliver on their tracking and reporting promises.
• Set a clear ad budget and specific goals before launching any campaign, and be ready to pivot if you’re not seeing results.
• If you’re not ready for ads, focus on lead magnets, nurturing emails, and tightening your internal processes to improve conversions.

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Key Takeaways from the Podcast Episode:

• Virality isn’t a Guaranteed Business Booster: Going viral may bring a flood of views, likes, and followers, but those numbers rarely turn into actual paying clients or revenue for a law firm.
• Focus on Meaningful Metrics: Vanity metrics like views and comments are less important than consults booked, new clients signed, and revenue generated.
• Consistent Content Wins: Success comes from consistently creating valuable, educational content that showcases expertise and builds trust over time—not from chasing the next viral hit.
• Virality is Unpredictable: There is no reliable way to reverse-engineer or force content to go viral; it often happens randomly as a result of the algorithm.
• Comprehensive Strategy is Essential: Virality should be seen as a bonus, not the strategy itself. A holistic marketing approach—including social media, email newsletters, events, and strong follow-up systems—is what actually brings in clients.
• Long-term Audience Building: The goal is to nurture relationships so that when someone is ready to hire an attorney, your firm is top of mind due to your consistent presence and demonstrated expertise.

In summary: Don’t make “going viral” the centerpiece of your marketing plan. Instead, invest in steady, well-rounded marketing that attracts, engages, and converts your ideal clients.

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• Saying you're a "business lawyer" or "family lawyer" isn't a niche—it's a practice area.
• A niche is about the specific type of client you serve, the problem you solve, and your unique angle or expertise.

1. Family Law + Neuroscience

• Help clients understand the brain science behind why they stay in toxic relationships.
• Use neurobiology to explain emotional resistance and charge premium fees due to your specialized approach.

2. Influencer Business Lawyer

• Don’t just call yourself a business lawyer.
• Target successful influencers (over 500k followers) who have brand deals and need contract, IP, and legal strategy help.

3. White Collar Defense + In-House PR

• Represent execs involved in financial or reputational scandals.
• Offer legal services + crisis PR to control the narrative and protect future employment.

• Specificity = Higher Rates: Niche attorneys can charge $500–$2,500/hr or set six-figure retainers.
• Better Referrals: Clear niches make it easy for others to refer clients to you.

1. Start with Practice Area (e.g., family, business, criminal)

2. Add Your Unique Lens (e.g., neuroscience, PR, trauma specialist)

3. Define the Client Profile/Problem (e.g., influencers with brand deals, CEOs accused of misconduct)

• “I help good people who made a mistake.” → Too vague.
• “I do family law for women.” → That’s a target audience, not a niche.
• “I only take clients I like.” → That’s a preference, not a business model.

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KEY TAKEAWAYS:

- You need both digital and traditional marketing. Don’t go 100% one or the other.

- Every practice area is different. Your strategy should match your urgency level, location, and audience.

- Each platform and tactic needs its own strategy — you can’t copy-paste the same thing everywhere.

- You’re either spending time or money. There is no magical free version.

DIGITAL MARKETING OPTIONS (Pick 3–4 max):

- Influencer or affiliate shoutouts (great for PI with public clients)

- SEO + Blogs (get found on Google with keyword-packed posts)

- Ebooks/Checklists (guides like “10 things to know before your consult”)

- Social Media (every platform needs its own strategy — don’t post the same stuff everywhere)

- LinkedIn = professional network

- Instagram = visual storytelling

- TikTok = casual, real-life law

- YouTube = longform explainer content

- Pinterest = great if you sell templates, contracts, or courses

- Webinars (great for estate planning or info-heavy topics)

- Google Ads (aka pay-per-click; expensive but fast leads)

- Podcast (only if you’re really interesting)

- Guest on Podcasts (better option — share stories, not statutes)

- Google/Yelp Reviews (ask for them + use keywords!)

- Press Releases (only if you have big news to share)

- Write for online legal sites (Above the Law, Law360, etc.)

TRADITIONAL MARKETING OPTIONS (Layer these in):

- Cold calling referral sources (real estate agents, chiropractors, etc.)

- Flyers + brochures (leave them in local spots)

- Speaking engagements (CLE panels, bar events — build authority)

- Direct mailers (expensive, but people *do* keep them)

- Print ads in local magazines (great for estate or biz lawyers)

- 1:1 Lunches (Nermin’s fave — ditch the networking groups)

- Bar/professional associations (one intro could lead to big biz)

- TV + radio ads (super expensive; only works with a real strategy)

- Referral + networking groups (BNI, Lawyers 500, etc.)

- Past client check-ins (call your old clients. Seriously.)

- Promo products (pens, mugs — layered in, not random)

- Billboards (yes, they still work — include your phone number!)

- Firm-branded magazine (expensive, but unforgettable)

FINAL REMINDERS:

- You can’t just "do marketing." You need to pick a few things and do them well.

- Each channel needs its own plan — don’t treat them all the same.

- Feeling overwhelmed? That’s normal. Marketing is a full-time job.

- If you’re not spending money, you’ll need to spend time.

- If you're doing neither — you’re not marketing.

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Hey law firm owners—if you've ever wondered why your marketing isn’t working the way you expected, this episode breaks it all down in a way that finally makes sense.

Here’s what you need to know:

Think:

- Personal Injury

-Criminal Defense

-Crypto Theft

-Workers’ Comp

Clients in these areas are price insensitive and ready to hire immediately. They’re not comparing quotes. They’re Googling “lawyer near me” in a panic.

Your strategy:

-Focus on ads (PPC, SEO, Google Maps)

-Build a strong intake system

-Be ready when the phone rings—this is a volume game

Think:

-Trademarks

-Business Law

-Estate Planning

-Immigration (general)

-Family Law (general)

These clients are price sensitive, take months (or years!) to hire, and need multiple reminders before they make a move.

Your strategy:

-Newsletters, blogs, Instagram, client gifts, soft selling

-Stay top of mind

-Be consistent and omnipresent

Think:

-Asylum

-Emergency Custody/Abuse in Family Law

-Deportation/Detainment Cases

These clients swing between urgent and non-urgent depending on the situation. Your marketing has to account for both possibilities.

Don't play the urgent marketing game if your practice area is not urgent. That’s where frustration, burnout, and wasted money happen.

📌 Know your category. Play the right game. Win big.

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"Associate – Rainmaker or Not?"

Law firm owners, when you bring on an associate, you’ve got two options:

➡️ Rainmaker Associate – Someone who brings in business

➡️ Non-Rainmaker Associate – Someone who just does the work you give them

Here’s the breakdown:

🔹 Rainmaker Model

✅ Builds their own network

✅ Eventually brings in 6-7 figures on their own

❌ Requires training, time, and budget

❌ Might leave once they’ve built independence

🔹 Non-Rainmaker Model

✅ Easier to manage and control

✅ You keep ownership of all marketing

❌ You become the bottleneck

❌ If your leads dry up, so does their workload

Ask yourself:

• Do I have consistent leads coming in for 6–12 months?
• Am I willing to invest in their marketing growth?
• Is this associate short-term help or a long-term partner?

If they’re a Rainmaker, give them visibility:

🎤 Speaking engagements

✍️ Personal newsletters

☕ Monthly 1:1s with potential clients

📲 Social media content with their voice

📈 Clear KPIs + marketing budget

If they’re Not, you better keep marketing to feed the both of you.

Because if they’re twiddling their thumbs—it’s on you, not them.

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Here’s How to Fix It

Hi, it’s Nermin—

And if no one’s ever walked you through how to strategically price your legal services… don’t worry, you’re not alone. Most law firm owners haven’t. But that changes today.

Because pricing isn’t something you guess at. It’s not something you copy from another firm’s website. It’s a strategy rooted in psychology, perception, and value.

Here are the biggest takeaways from our pricing podcast—use this as your cheat sheet to level up your revenue and position your firm as premium.

💡 1. Pricing Is a Business Skill—Not a Gut Feeling

Harvard teaches entire MBA courses on pricing strategy.

Uber, Grubhub, and nearly every Fortune 500 company has a pricing department.

Why? Because pricing isn’t random—it’s backed by research, data, and psychology.

You don’t need a Harvard degree, but you do need a better system than “what feels fair.”

💬 2. “Affordable” Isn’t Always a Compliment

No one says, “You’ve got to try my affordable heart surgeon.”

Same goes for lawyers.

When clients hear “cheap,” they often assume:

You’re new

You’re not confident

Or something’s missing

Let’s move you into a category where your pricing reflects the quality and care you provide.

🎁 3. Clients Buy Outcomes—Not Hours

They’re not paying you to spend 5 hours drafting.

They’re paying you because they don’t have to draft it themselves.

They’re paying for peace of mind, results, and protection.

So if you’re still billing hourly, it’s time to consider flat-fee packages. Yes, even if you litigate.

📊 4. Use Price Anchoring (It Works Because It’s Psychology)

Want clients to choose your $3,000 package?

Put it next to a $6,000 option. Suddenly, $3K looks reasonable—even smart.

Most people gravitate toward the middle tier.

So if you raise that middle price just $500 or $1,000, you can increase revenue without adding new work.

💬 5. Your Pricing Tells a Story—Make It Count

Pricing is a signal. It says:

🟢 “I’m experienced. You’re in good hands.”

🔴 Or “I’m still figuring this out.”

And I know you’re not just figuring it out anymore—so let your pricing reflect that.

🛠 6. Time for a Pricing Audit

Ask yourself:

Are you still offering services you don’t love or get hired for?

Are your prices aligned with the value you deliver today—not three years ago?

Are you covering all those “invisible” costs like mailing fees, scope creep, etc.?

If not, it’s time to recalibrate.

⚖ 7. Benchmark Without Underpricing Yourself

Yes, look at what others in your area charge. But don’t aim to be the cheapest.

Stay in the top 50%—you deserve to be paid like the experienced professional you are.

👀 8. Think Like Your Client

Clients compare prices just like you do.

Whether it’s coffee or cars or couches, they make decisions emotionally—and they look for value, not just price.

So show them the value.

Give them a clear offer, an outcome they care about, and a price that reflects your worth.

🔚 Final Thought

You don’t need to overhaul everything today. But you do need to start.

Audit your pricing

Package your services

Position yourself with intention

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🔑 KEY TAKEAWAYS

1. Stop Spiraling. Start Zooming Out.

You forgot a $100 filing fee. Is it annoying? Yes. Is it worth a three-paragraph rage email at midnight? No. If it’s less than 1% of your monthly revenue, breathe and move on.

2. Data Over Drama.

Your employee was late twice in 121 days? That’s not a firing offense—it’s a conversation. Look at the pattern before you write the panic script in your head.

3. One “No” Doesn’t Cancel Your Growth.

A $10K client didn’t hire you? You’ve already made $400K this year. Get two $5K clients or one $12K case and move on. Your business isn’t built on one maybe.

4. Don’t Let One Bad Review Ruin Your Week.

You’ve got 200 five-star reviews and one one-star. Don’t spend six hours and four emails obsessing. Instead, get five more raving reviews and drown out the noise.

5. Vanity Metrics ≠ Real Money.

So your Instagram likes dipped. But did consults and sign-ons increase? Great. That’s what matters. Focus on bank deposits, not just hearts and comments.

6. Copycats Can’t Copy Your Power.

Someone mimicked your $50K website? Take it as flattery. Your voice, your service, your client experience—that’s what they can’t steal. You’re the brand.

7. You’re Human. Your Team Is Too.

A $300 billing mistake or a wrong link in an email doesn’t mean it’s time to fire your vendor or berate your staff. People make mistakes. Address it, fix it, and use it as a systems tweak—not a meltdown trigger.

8. Perfectionism Is Not a Business Model.

If your team gets 99% of the work right, you’ve got a good team. Don’t torch your sanity trying to run a mistake-free machine. Focus on consistency, not perfection.

9. Fix It. Then Keep It Moving.

When something goes wrong, ask: How do I fix it? How do I prevent it? Then move forward. Obsessing over what already happened? That’s costing you more than the mistake did.

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🔑 Key Takeaways

💥 It’s Not Your Price, It’s Your Pitch

Most lawyers blame low conversions on fees. Reality check: it’s how you come across in the consult—pushy, cold, or robotic.

❌ Mistake #1: Being Pushy, Not Confident

Saying “Are you ready to hire me?” or fear-based pressure tactics scare clients off.

✅ Instead, use language like: “If I were in your shoes, here’s what I’d do…”

🧠 Mistake #2: Using Legal Jargon

Confusing clients doesn’t make you sound smart—it makes them walk.

✅ Speak in plain English: “This helps your family avoid court” (not “revocable trust”).

🚫 Mistake #3: Not Listening

Talking over people or rushing to pitch builds zero trust.

✅ Say things like: “Tell me more about that…” or “What’s most important to you?”

😬 Mistake #4: Being Awkward or Vague

Wishy-washy language kills your credibility.

✅ Try: “If you’re ready, here’s exactly what happens next…”

👏 Mistake #5: Making It About You

Bragging about your resume is a turnoff.

✅ Ask: “What’s keeping you up at night about this case?”

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Hey there, I’m your host, Nermin Jasani—lawyer turned law firm growth strategist, and your go-to guide for building a law firm that doesn’t just make you money, but actually supports the life you want to live.

Today, we’re talking about wealth—but not the kind you’re thinking of.

This episode is called “The Five Types of Wealth” and it’s inspired by a powerful concept from Sahil Bloom’s book. I’m going to walk you through what these five types are, how they show up in your business and personal life, and why most lawyers—especially solo and small firm owners—are only chasing one of them… and burning out in the process.

If you’re feeling stretched too thin, if you’ve been wondering why you’re working so hard and still not feeling successful, this one’s for you.

So whether you’re listening from the office, on your commute, or—hopefully—on a walk without your inbox blowing up…

Take a deep breath. This is your time.

Let’s get into it.

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