World of Marketing

He's a podiatric surgeon, an Army veteran, and a private pilot who flies his own airplane across the country, and he's built Sunshein Podiatry one of Ohio's most trusted foot-and-ankle practices without ever chasing the biggest patient numbers.

Dr. Sunshein has stood out for over 30 years: he treats marketing the same way he treats patients: comprehensively, personally, and always looking for the "why."

In this episode, he shares how a refreshed website, patient reviews, video content, and serious investment in treatment technology have kept his practice thriving, and why he actually decided to see fewer patients per day.

If you're looking for practical growth advice for an independent practice, this is an episode worth witnessing.

Listen now, and subscribe so you never miss an episode.

Bob Clark and his partner Alan Steinhorn of Clark & Steinhorn are finally retiring after almost 46 years, and we sat down to talk about what actually built their practice… and what happens next.

Here's the part every business owner should hear: Bob never paid a dime for ads. No PPC, no SEO, no AdWords. Instead, he built one of the most respected personal injury and malpractice firms in his community the durable way: caring deeply about clients, earning referrals, writing nearly all his own content, and recording 125+ podcast episodes over the last decade. The result is a body of work that keeps bringing the right people to his door.

The result is a genuine Google magnet.

If you're building something you want to last, this one's worth your time.

Listen now, and subscribe so you never miss an episode.

He's not an attorney, he's never worked inside a law firm, and yet he walked in and took their close rate from 50% to 84% in 90 days.

I don't know exactly how long I've known Michael Patrick Strauch but every time we talk, he challenges the way I think about sales and growth.

In this episode of Tom's World of Marketing, Michael - co-architect of Your Practice Mastered and leader of "The Closing Room" - and I sit down as he shares how he's helped law firms go from a 50% close rate to 84% in just 90 days, and how he and his team have generated north of $20 million in additional revenue for firms without adding a single new lead.

His message is simple:

You don't always need more leads. You need a better process for the leads you already have.

If you're looking for practical growth advice, this is an episode worth witnessing.

Listen now, and subscribe so you never miss an episode.

I don't know how long I've known Michael, but every time we talk, he challenges the way I think about growth.

In this episode of Tom's World of Marketing, Michael and I sit down as he shares how he's helped a law firm go from a 50% close rate to 84% in just 90 days.

His message is simple:

You don't always need more leads. Sometimes you need a better process.

We talked about sales, leadership, scaling a firm, and why the best business owners learn to stop doing everything themselves.

If you're looking for practical growth advice, this is an episode worth witnessing.

"For 30 years… I was guessing what a case was worth."

That's how Dirk Derrick describes his experience before he had data.

On this episode of The World of Marketing, Tom Foster sits down with Dirk Derrick, founder of Derrick Law Firm - who went from a one room practice to a 35 attorney powerhouse. But the real story? How he flipped the legal system on its head.

After decades of relying on "what insurance companies might pay", Dirk built something radically different:

• Real jury focus groups

• 26,000+ jurors worth of data

• AI-powered case analysis

• Predictable outcomes (instead of guesswork)

The result?

• Average case value up 150%

• Revenue up 800%

• More leverage. More truth. Better outcomes for clients.

"We use truth to flip leverage."

If you're still making decisions based on assumptions…

this one will challenge how you think about value, positioning, and leverage.

Listen to the full episode of The World of Marketing

Featuring Dirk Derrick, Derrick Law Firm

"The information discussed in this podcast is provided to the general public and does not in any manner constitute an attorney‐client relationship between Derrick Law Firm Injury Lawyers and the listener. While the information in this podcast is about legal issues, it is not intended as legal advice or as a substitute for the particularized advice of your own counsel in your state. Anyone seeking specific legal advice or assistance should retain an attorney."

In the latest episode of Tom's World of Marketing, I sat down with Dawn Apuan, founder of Copy Queens, who went from ministry work and nonprofit leadership to becoming a powerhouse copywriter helping businesses generate sales—sometimes within 24 hours.

Her journey started with one powerful moment.

After being told she had to put her daughter in daycare and questioning her future, Dawn made a decision: "I will figure this out." That decision led her into digital marketing… and eventually to mastering the psychology behind persuasive copy.

Insights she shared:

Great marketing triggers five key neurochemicals in the brain:

• Cortisol – grabs attention by identifying the problem

• Dopamine – gives the audience hope and aspiration

• Oxytocin – builds trust and authority

• Serotonin – creates empathy and connection

• Endorphins – delivers relief and the feeling of resolution

When your message follows that sequence, your audience naturally moves toward action. We also talk about:

1. How small copy changes can dramatically increase conversions

2. Why most marketers miss the most important emotional trigger

3. The surprising connection between faith, neuroscience, and storytelling

And one wild example:

A client changed just two elements on a sales page and increased revenue from $45K to $450K.

Listen to the full episode of Tom's World of Marketing to discover how better messaging can transform your marketing results.

On this episode of Tom's World of Marketing, Tom Foster sits down with Dr. Eric Williams, a board-certified plastic & reconstructive surgeon specializing in peripheral nerve surgery—one of the most complex and misunderstood areas of medicine.

Dr. Williams shares powerful stories of patients who spent years—sometimes decades—living with chronic pain, told repeatedly that "nothing could be done"… until the right specialist looked at the problem through a different lens.

• In one case, a patient suffered 30 years of leg pain.

• In under a minute, the real cause was identified.

• The pain was eliminated completely.

This episode is more than just medicine—it's about education, mindset, and marketing: ✔ Why many patients fall through the cracks ✔ How specialized expertise changes outcomes ✔ Why great medicine needs great marketing to reach the people who need it most

If you or someone you know has been told to "just live with the pain," this conversation might change how you think about what's possible.

Listen to the full episode of Tom's World of Marketing Featuring Dr. Eric Williams, Dellon Institute for Peripheral Nerve Surgery

What happens when a top-tier attorney thinks like a marketer?

On the latest episode of Tom's World of Marketing, I sat down with Peter Hoppenfeld — the "marketer who happens to be a lawyer" behind some of the biggest names in direct response and info marketing.

Peter has spent 40+ years helping entrepreneurs, health professionals, and thought leaders grow without crossing legal lines — and in this conversation, he breaks down what actually works.

In this episode, we cover:

Why strategy comes before lawyering

• How compliance can be a competitive advantage

• The #1 mistake professionals make when marketing their expertise

• Why trust, integrity, and clarity still outperform every new tool

• How to scale without giving away your "golden egg" (your equity)

"There's no shortcut to smart. The most effective marketing has always been the trusted advisor."

If you're a lawyer, doctor, consultant, or expert trying to grow your practice without risking your license or reputation, then this episode is a must-watch.

Or listen now: [link to episode]

Host: Tom Foster

Guest: Peter Hoppenfeld

#WorldOfMarketing #TrustedAdvisor #MarketingStrategy #Compliance #ProfessionalServices #Entrepreneurship #DirectResponse #PersonalBrand

In the latest episode of The World of Marketing, Tom Foster sits down with Eiman Bassam, Founder & CEO of ESB Advertising, to break down how streaming TV advertising has evolved—and why lawyers and doctors can no longer afford to treat TV as a "branding-only" channel.

This conversation challenges one of the biggest assumptions in marketing: that TV can't be measured.

In this episode, you'll learn:

• Why programmatic streaming TV is now more measurable than traditional broadcast

• How ESB's AI platform, MACData, tracks performance down to the household level

• What actually drives ROI beyond cheap CPMs

• How AI is reshaping media buying, attribution, and even commercial creation

• Why "How did you hear about us?" is officially outdated

If you've ever questioned whether streaming TV advertising really works - or struggled to connect ad spend to real revenue - this is a conversation worth your time.

🎧 Listen now to The World of Marketing

Smarter ads. Better data. Real results.

In this powerful episode of The World of Marketing, host Tom Foster sits down with attorney, speaker, and Business Black Ops founder Dave Frees—a nationally recognized expert on implementing AI within real law practices.

Dave isn't theorizing about the future.

He's using AI every single day to create what he calls transformational wealth, reclaim hundreds of hours, and build systems that make small-firm lawyers more profitable, more efficient, and more competitive.

Highlights from this episode:

• Why most lawyers are years behind on AI and what the top 5% are doing differently

• How AI helps you think better, not just work faster

• Why mindset, resilience, and "thinking about thinking" are the real competitive edge

• How firms are slashing 70% of document prep time without risking malpractice

• The coming split between firms that use AI… and firms that get left behind

• What the next 12-18 months will look like for AI-powered law practices

• A behind-the-scenes look at Tom & Dave's new AI Mastermind for Attorneys

If you're a lawyer who wants more clients, more efficiency, and more clarity about how to use AI strategically, this is a must-listen conversation.

Learn more about the Awesome and Amazing AI Mastermind at FosterConsulting.com to get the inside scoop on prompts all lawyers need to know and use to make AI work for you to beat your competition.

"AI is changing everything — not someday, but right now. The lawyers who adapt will dominate their markets." — Dave Frees