Law Firm Marketing Secrets with Charley Mann

00:55:11
https://www.youtube.com/watch?v=thoYINTYJUI

Zusammenfassung

TLDREpisod podcast ini menampilkan Charlie yang berkongsi tentang strategi pemasaran untuk firma undang-undang, menekankan kepentingan komunikasi telus dan membina sistem untuk pemasaran rujukan. Charlie mengenal pasti kepakaran utamanya dalam pola pertumbuhan firma undang-undang dan mengesyorkan email mingguan untuk pemasaran berkesan. Terdapat dua jenis email yang boleh digunakan: yang berasaskan personaliti dan gaya majalah. Konsistensi adalah kunci dalam pemasaran, dan Charlie menekankan keperluan untuk memelihara dan menguruskan senarai hubungan yang baik. Beliau juga membincangkan kesilapan umum yang dilakukan pemilik firma undang-undang, iaitu kurangnya konsistensi. Selain itu, beliau menasihatkan agar firma undang-undang memiliki aset digital mereka sendiri. Walaupun SEO boleh membantu, firma mungkin lebih melihat ROI yang lebih baik dari saluran pemasaran lain seperti iklan. Akhirnya, Charlie mencadangkan pemilik firma untuk mengadopsi mindset terbuka yang mengutamakan keusahawanan.

Mitbringsel

  • 🎯 Kepakaran Charlie dalam pola pertumbuhan firma undang-undang.
  • 📧 Email mingguan berkesan untuk pemasaran rujukan.
  • 💡 Konsistensi adalah kunci kejayaan dalam pemasaran.
  • 📜 Memiliki aset digital firma, seperti akaun Google Analytics adalah penting.
  • 📰 Surat berita cetak berkesan untuk sentuhan bulanan dengan klien.
  • 🌐 Pertimbangan antara SEO dan ROI saluran lain seperti iklan.
  • 📋 Langkah pertama sistem rujukan ialah menyusun senarai hubungan.
  • ✉️ Dua jenis email: berasaskan personaliti dan gaya majalah.
  • 🤝 Mindset terbuka mengutamakan keusahawanan untuk meneroka peluang.
  • 🔄 Ramai pemilik firma gagal mencapai konsistensi dalam usaha pemasaran.

Zeitleiste

  • 00:00:00 - 00:05:00

    Episod ini membincangkan rahsia pemasaran firma guaman dengan menekankan strategi menarik perhatian penonton dan pentingnya mengelakkan menyalin strategi orang lain tetapi mempelajari prinsip-prinsip amnya. Sam dan Charlie juga membincangkan pengalaman peribadi mereka dengan ujian IQ dan bagaimana persaingan sihat sesama saudara boleh menjadi motivasi.

  • 00:05:00 - 00:10:00

    Charlie berkongsi cara utama untuk menjana pelanggan bagi firma guaman ialah pemasaran rujukan. Beliau menekankan kepentingan menjaga senarai kontak dan memperkuat hubungan melalui berbagai cara komunikasi. Sam lebih fokus kepada iklan di media sosial sebagai saluran utama, dan mereka berbincang kepentingan membina sistem rujukan yang proaktif.

  • 00:10:00 - 00:15:00

    Langkah pertama membina sistem rujukan ialah memiliki senarai kontak yang kukuh dan terkini. Langkah kedua ialah menyediakan sistem komunikasi keluar melalui emel berkala. Pentingnya pengiriman informasi secara konsisten melalui emel mingguan dinyatakan. Charlie menegaskan, konsisten dalam pemasaran adalah kunci.

  • 00:15:00 - 00:20:00

    Mengirim sesuatu melalui pos secara bulanan juga didorong oleh Charlie selain emel mingguan. Beliau mencadangkan menghantar surat khabar cetak atau apa-apa bahan cetakan setiap bulan supaya hubungan terus terjalin. Ini akan mempertingkat kehadiran serta mencipta kesan omnipresence yang sangat kuat dalam kalangan kontak rujukan.

  • 00:20:00 - 00:25:00

    Mendiskusikan penipuan terbesar dalam pemasaran firma guaman, Charlie menekankan pentingnya memiliki hak ke atas aset digital dan mengelakkan menyerahkannya kepada pihak ketiga. Sam menyuarakan pandangan bahawa pelaburan dalam SEO sering mempunyai ROI rendah berbanding iklan yang lebih konkret seperti Google dan Facebook ads.

  • 00:25:00 - 00:30:00

    Mereka berbincang tentang dua halaman penting di laman web firma guaman yang harus dimaksimumkan: halaman 'about us' yang komprehensif dan halaman menerangkan mengapa firma adalah yang terbaik di daerah mereka. Ini membantu kecerdasan buatan menyedari keunggulan firma apabila pelanggan mencari maklumat.

  • 00:30:00 - 00:35:00

    Charlie dan Sam menekankan pentingnya menganalisis iklan digital dengan berhati-hati jika berlaku masalah dalam penjanaan lead. Adalah penting untuk memahami saluran, teks iklan, dan laman pemerasan untuk memastikan hasil positif. Sam memberi tip teknikal untuk iklan Facebook dan cara perbaiki kualiti lead yang diterima.

  • 00:35:00 - 00:40:00

    Mereka menekankan kesalahan umum pemilik firma dalam pemasaran adalah kurangnya konsistensi. Banyak pemilik berharap kejayaan segera selepas satu pos atau e-mel sahaja. Penekanan diberikan bahawa keberkesanan datang dengan kesabaran dan kelangsungan usaha di pelbagai saluran.

  • 00:40:00 - 00:45:00

    Charlie berpendapat sifat utama yang dikongsi oleh pemilik firma guaman yang paling berjaya adalah keterbukaan untuk mengguna pakai identiti sebagai usahawan. Ditekankan bahawa banyak dalam bidang undang-undang boleh didalami lebih baik dengan mengembangkan minat di luar bidang undang-undang.

  • 00:45:00 - 00:50:00

    Sam dan Charlie berbincang mengenai sifat entrepreneur yang berjaya, menekankan pentingnya keteguhan dan pembelajaran dari kegagalan. Pengalaman gagal boleh menjadi guru yang baik jika seseorang terus belajar dan tidak mengulangi kesilapan yang sama. Menangani kegagalan adalah sebahagian daripada pertumbuhan sebagai pengusaha.

  • 00:50:00 - 00:55:11

    Charlie mengakhiri dengan memberi tumpuan kepada pentingnya membuat keputusan berdasarkan prinsip yang lebih tinggi daripada sekadar kebiasaan dalam bidang undang-undang. Ini dapat membantu individu menjadi lebih baik dalam bidang mereka dengan pandangan yang lebih luas dan pemikiran keusahawanan.

Mehr anzeigen

Mind Map

Video-Fragen und Antworten

  • What is Charlie's number one expertise?

    Law firm growth patterns.

  • What is the recommended frequency for sending newsletters in referral marketing?

    Weekly emails are recommended for effective referral marketing.

  • What are the two types of emails mentioned for marketing?

    Personality-based emails and curation or magazine-style emails.

  • What is the main advantage of being consistent in marketing?

    Consistency builds presence and reliability, increasing the likelihood of success over time.

  • What is the first step in building a referral system?

    Creating and maintaining a well-curated contact list.

  • What is the biggest mistake law firm owners make in marketing according to Charlie?

    Lack of consistency in marketing efforts.

  • How should law firms address gatekeeping of digital assets?

    Ensure firm ownership of digital assets like Google Analytics accounts and websites.

  • What does Charlie suggest about print newsletters?

    They are an effective way to touch clients monthly, particularly for referrals.

  • What does Charlie think about SEO for law firms?

    While there are good SEO practices, many firms might see better ROI from other marketing channels like ads.

  • What mindset should law firm owners adopt according to Charlie?

    An open and entrepreneur-first mindset to explore opportunities beyond traditional practices.

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Untertitel
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Automatisches Blättern:
  • 00:00:00
    we are live Charlie great to have you
  • 00:00:02
    here we have an action-packed and value
  • 00:00:05
    packed episode today Law Firm marketing
  • 00:00:08
    Secrets Charlie if that's not a click
  • 00:00:10
    baity title I don't know what it
  • 00:00:12
    is hey look people should look at that
  • 00:00:14
    right away and like throughout this play
  • 00:00:16
    the metag game see what Sam's doing here
  • 00:00:19
    in terms of trying to get attention it's
  • 00:00:20
    always worth looking at what a good
  • 00:00:23
    marketer does and why they might be
  • 00:00:24
    doing it now be careful about trying to
  • 00:00:26
    like duplicate too much because we don't
  • 00:00:28
    want to give it away too much Sam but
  • 00:00:29
    some times we're like what's the minimum
  • 00:00:32
    viable maximum outcome option here that
  • 00:00:34
    works for us knowing our audience so be
  • 00:00:37
    careful too much about the copy and
  • 00:00:38
    paste stuff we actually talked about
  • 00:00:39
    that when you were on on my podcast I
  • 00:00:41
    know it's something that you would Echo
  • 00:00:44
    Sam is you careful about copy and paste
  • 00:00:46
    but like learn from the overarching
  • 00:00:48
    principles of what we're doing exactly
  • 00:00:51
    and what we like doing both of us
  • 00:00:52
    Charlie is we like being transparent and
  • 00:00:54
    raw so let's be as raw as possible and I
  • 00:00:56
    have some very polarizing questions for
  • 00:00:58
    us today when it comes to marketing
  • 00:00:59
    sweet and we're going to pray to
  • 00:01:01
    principle it we're going to tackle the
  • 00:01:03
    top one number one answers for these top
  • 00:01:05
    questions you know if there's only one
  • 00:01:07
    thing one answer that you have to give
  • 00:01:08
    for that what what would it be and I
  • 00:01:11
    think it'll be a really good
  • 00:01:12
    conversation if you're tuning in please
  • 00:01:14
    uh give us a like uh if as soon as you
  • 00:01:18
    get value from us and share away um I
  • 00:01:20
    think it's going to be probably our one
  • 00:01:21
    of our best episodes yet all right
  • 00:01:24
    putting the pressure on or anything no
  • 00:01:26
    not at all Charlie for those very few
  • 00:01:29
    people who don't know you uh what is
  • 00:01:31
    your number one
  • 00:01:33
    expertise Law Firm growth and actually
  • 00:01:36
    you know what let me redefine it Law
  • 00:01:38
    Firm growth patterns I will say that
  • 00:01:40
    that is my number one expertise I've
  • 00:01:42
    become a student yeah of the patterns of
  • 00:01:44
    Law Firm growth and it's interesting I
  • 00:01:46
    was just writing about this for members
  • 00:01:48
    of my program about monitoring numbers
  • 00:01:51
    like Revenue per employee so it's like
  • 00:01:52
    taking some of these these growth
  • 00:01:55
    metrics that you can observe over time
  • 00:01:58
    if you've worked with enough law firms
  • 00:01:59
    like Sam I know you've worked with tons
  • 00:02:01
    of law firms and you've developed your
  • 00:02:02
    own patterns within your multiple
  • 00:02:05
    businesses of seeing like okay if if I'm
  • 00:02:08
    dialing in this percentage at this level
  • 00:02:10
    I'm probably within the range that
  • 00:02:13
    allows me to achieve X level of growth
  • 00:02:16
    over this next year and so over the
  • 00:02:18
    years looking at the patterns of say
  • 00:02:20
    dialing in percentages and marketing
  • 00:02:22
    strategies for firms under half a
  • 00:02:24
    million dollars then once you hit half a
  • 00:02:25
    million dollars what usually changes in
  • 00:02:27
    your resources and then like there's a r
  • 00:02:30
    between $600 and $800,000 that I call
  • 00:02:33
    the I don't I'm not going to swear on
  • 00:02:35
    this show but it's called the Shi TTY
  • 00:02:38
    Valley and at that range between 600 to
  • 00:02:41
    800 for example every firm owner is
  • 00:02:43
    going to feel a squeeze on profit growth
  • 00:02:45
    at that point but once you then get from
  • 00:02:47
    800 to a million you're going to see
  • 00:02:49
    that profit release for you so those
  • 00:02:51
    types of patterns are what I would
  • 00:02:53
    consider myself uh that would be the
  • 00:02:55
    highest level expertise I provide so
  • 00:02:57
    that must mean you must have an high I Q
  • 00:03:00
    from what I understand from IQ tests IQ
  • 00:03:02
    test are just finding patterns did you
  • 00:03:04
    ever take an IQ test Charlie I have
  • 00:03:07
    taken why are you making me admit this
  • 00:03:09
    Sam I have taken a couple of online IQ
  • 00:03:13
    tests and I'll tell you the actual
  • 00:03:14
    reason why is that my brother sister and
  • 00:03:18
    I are extremely competitive like
  • 00:03:20
    extremely competitive with each other
  • 00:03:23
    and so we did IQ test to see who had the
  • 00:03:25
    highest IQ test uh score and so yes I
  • 00:03:29
    have taken a few of them the results are
  • 00:03:32
    make me happy but I'm sure that an
  • 00:03:34
    online IQ test is designed to give me
  • 00:03:36
    results that make me happy if you would
  • 00:03:38
    like to level up and take the more
  • 00:03:40
    comprehensive IQ IQ test then you have
  • 00:03:42
    to just have to pay
  • 00:03:45
    1999 honestly I thought about have you
  • 00:03:47
    ever taken an IQ test uh when I was in
  • 00:03:51
    fourth grade I believe um wow and the
  • 00:03:55
    cool story behind this was I was when I
  • 00:03:57
    came from Iran when I was 9 years old I
  • 00:04:00
    got placed in third grade um and I
  • 00:04:03
    didn't know how to speak English at all
  • 00:04:05
    and I was dropped in a class that had no
  • 00:04:08
    nobody that spoke farsy so I was
  • 00:04:09
    literally just dropped in a bucket of
  • 00:04:12
    English speakers and I didn't know how
  • 00:04:13
    to speak to anybody and then um I was
  • 00:04:17
    good in math because apparently in Iran
  • 00:04:20
    they're two years ahead when it comes to
  • 00:04:22
    math education I was learning fractions
  • 00:04:24
    in kindergarten as weird as that sounds
  • 00:04:26
    and and then the teacher noticed after
  • 00:04:29
    like a year
  • 00:04:30
    that was kind of a little bit Advanced
  • 00:04:31
    so he I went from ESL program and then
  • 00:04:34
    randomly I got pulled out and they there
  • 00:04:37
    was like three people that got chosen to
  • 00:04:39
    take an exam didn't give out any
  • 00:04:41
    instructions remember they just like
  • 00:04:42
    handed me the booklet I'm like what is
  • 00:04:45
    this and the kid started filling it out
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    okay I guess I don't know I don't have
  • 00:04:50
    no idea what this is we filled it out
  • 00:04:52
    that was an IQ test then later on my
  • 00:04:54
    parents get a call that day and I got
  • 00:04:56
    straight from ESL straight to honors
  • 00:04:58
    there you go
  • 00:05:01
    so yeah that was a cool little story um
  • 00:05:04
    Charlie what's currently the number one
  • 00:05:06
    best way to generate clients for for law
  • 00:05:08
    firms for law firms o oh you've asked
  • 00:05:12
    such a difficult question for a one
  • 00:05:14
    answer
  • 00:05:16
    piece look I I do always default back to
  • 00:05:18
    referral marketing because it's so
  • 00:05:21
    reliable at least and look I will offer
  • 00:05:24
    the tiniest qualification I tend to work
  • 00:05:26
    primarily with personal injury criminal
  • 00:05:28
    defense family law and planning firms
  • 00:05:30
    right so these are a lot of B Toc
  • 00:05:33
    localized firms and they all have very
  • 00:05:36
    strong referral opportunities cooked
  • 00:05:39
    into them so literally at any level that
  • 00:05:42
    you're at you can scale up add on and
  • 00:05:45
    improve your referral marketing which is
  • 00:05:47
    why I put it at my default number one
  • 00:05:50
    it's also one that you do have way more
  • 00:05:53
    control over than people perceive
  • 00:05:56
    because it's not just a do good work in
  • 00:06:00
    the cases will come right that's part
  • 00:06:02
    you you need to do good work otherwise
  • 00:06:03
    eventually people will either not refer
  • 00:06:05
    to you or stop referring to you right
  • 00:06:07
    you do need quality work done for sure
  • 00:06:10
    but there's a lot more that people can
  • 00:06:11
    do from sending a text messages to
  • 00:06:13
    writing the handwritten note to uh
  • 00:06:16
    grabbing a copy of a book and writing a
  • 00:06:18
    note to someone on the inside of it and
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    dropping it in the mail to build
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    relationships all the way up to email
  • 00:06:23
    marketing everything it's done on social
  • 00:06:24
    media so I default to referral marketing
  • 00:06:28
    because of that now I'm curious Sam
  • 00:06:30
    you're a guy who you have very high
  • 00:06:33
    level digital marketing that you do so I
  • 00:06:35
    I I would ask the same of you what do
  • 00:06:37
    you see as the number one channel for me
  • 00:06:40
    it really stands out as ads just um
  • 00:06:43
    social media ads with number one being
  • 00:06:46
    at this point meta um yeah number two
  • 00:06:49
    being Tik Tok number three being YouTube
  • 00:06:52
    as concrete as that those I found to be
  • 00:06:55
    the most lucrative the most blue ocean
  • 00:06:58
    opportunities
  • 00:07:00
    um trackable scalable all the good part
  • 00:07:04
    perks versus anything else um for
  • 00:07:07
    referral systems I think the system
  • 00:07:10
    matters right because everybody would
  • 00:07:11
    like referrals but it's all about being
  • 00:07:13
    proactively building that referral
  • 00:07:15
    system so Charlie what's the first step
  • 00:07:17
    to building a referral system uh having
  • 00:07:20
    a list having a list that is well
  • 00:07:23
    curated and that you are constantly
  • 00:07:25
    adding to before you can start the
  • 00:07:26
    outbound Communications you need that
  • 00:07:29
    golden list for yourself that's usually
  • 00:07:33
    the the hardest resource for people to
  • 00:07:34
    get started with right we can ascribe
  • 00:07:36
    the uh email marketing we can do the
  • 00:07:40
    print newsletters we can do all of that
  • 00:07:42
    but if you aren't starting right now I
  • 00:07:45
    don't care if it's a
  • 00:07:46
    spreadsheet that you go through and
  • 00:07:48
    every day you go can I contact three
  • 00:07:50
    more people on this spreadsheet with a
  • 00:07:52
    personal note that's fine but if you
  • 00:07:54
    just don't have that list we can never
  • 00:07:56
    get started with it and from there it's
  • 00:07:58
    all amplification so that for me number
  • 00:08:01
    one tool that is just simply missed in
  • 00:08:03
    referral marketing so Step One Hit List
  • 00:08:07
    what's step
  • 00:08:08
    two step two get that list into a system
  • 00:08:11
    that allows you to do outbound
  • 00:08:12
    communication I like to do a weekly
  • 00:08:14
    email that's my default starting
  • 00:08:16
    position on uh email Communications for
  • 00:08:19
    a law firm I think most law firms do the
  • 00:08:22
    when I feel like it email communication
  • 00:08:25
    and they're missing a ton of opportunity
  • 00:08:27
    right there consistency and free
  • 00:08:29
    frequency breed
  • 00:08:31
    affinity and it I know all the law firm
  • 00:08:34
    owners you want Affinity right you want
  • 00:08:37
    to be the person that people think of
  • 00:08:39
    but you can't shy away from owning that
  • 00:08:41
    role it's the hardest thing it was
  • 00:08:44
    interesting Sam recently uh I was
  • 00:08:46
    talking with a bunch of people who are
  • 00:08:47
    in the Law Firm support and success
  • 00:08:49
    space and of course you're a crossover
  • 00:08:50
    Law Firm owner and in the Law Firm
  • 00:08:51
    support and success space and it was
  • 00:08:54
    someone who works with law fir owners
  • 00:08:56
    I'm going to avoid identifying
  • 00:08:57
    information because I don't want to you
  • 00:08:58
    know put them on notice but essentially
  • 00:09:00
    what this individual was saying was they
  • 00:09:02
    were afraid of like putting themselves
  • 00:09:05
    out there which is so fascinating to me
  • 00:09:08
    to hear someone who provides such a high
  • 00:09:10
    quality service that I would gladly
  • 00:09:11
    recommend saying I'm just afraid of
  • 00:09:14
    getting like I'm afraid of putting
  • 00:09:16
    myself out on social media I'm afraid of
  • 00:09:18
    sending the email and Sam I don't know
  • 00:09:20
    like for people like you and me I don't
  • 00:09:22
    know what it is that either went right
  • 00:09:24
    or went wrong for us in our you know in
  • 00:09:27
    our heads where we go I'm gonna be part
  • 00:09:30
    of the conversation not just part of the
  • 00:09:31
    conversation I'm gonna try and make the
  • 00:09:34
    conversation at times because like when
  • 00:09:36
    I think of you it's not just what you do
  • 00:09:39
    with my legal Academy it's not just uh
  • 00:09:42
    what you do with your law firms it's not
  • 00:09:44
    say clickfunnels it's I I think about
  • 00:09:47
    what you talk about with cryptocurrency
  • 00:09:49
    for example about some of your success
  • 00:09:52
    quotes uh about like literally because
  • 00:09:55
    you do it so frequently I can imagine
  • 00:09:57
    some of the like drone Style footage
  • 00:10:00
    videos that you put out there that have
  • 00:10:02
    text over them with like a motivational
  • 00:10:05
    phrase or verse on it I know and you
  • 00:10:08
    have become part associated with some of
  • 00:10:11
    those Concepts so like for you you're
  • 00:10:13
    you are clearly willing to put yourself
  • 00:10:15
    out there what was it for you that
  • 00:10:16
    clicked in terms of I'm gonna I'm gonna
  • 00:10:19
    be Fearless about this I'm gonna get
  • 00:10:20
    myself out there I think everybody has
  • 00:10:24
    gifts and specialized knowledge and
  • 00:10:27
    information and hobbies and interest
  • 00:10:29
    interests and everybody's born different
  • 00:10:32
    but everybody has something and you got
  • 00:10:35
    to be willing to share that with the
  • 00:10:38
    world if you don't one is you're missing
  • 00:10:41
    out on making other people's lives
  • 00:10:43
    better and two actually when you go
  • 00:10:45
    through the mo motions and you start
  • 00:10:46
    sharing it with the world um you enjoy
  • 00:10:48
    it you enjoy the process uh also you
  • 00:10:51
    level up in your when it comes to those
  • 00:10:54
    those fields and also becomes acts as a
  • 00:10:57
    daily affirmation a daily thing that
  • 00:10:58
    stays Minds for you uh for me you know
  • 00:11:03
    um the the the first example you brought
  • 00:11:05
    up the person who didn't want to put the
  • 00:11:08
    SS out there that for me is just a
  • 00:11:09
    symptom of I think introversion you know
  • 00:11:12
    being introverted um I'm introverted not
  • 00:11:15
    really introverted Charlie you seem like
  • 00:11:18
    oh really okay actually deeply
  • 00:11:20
    introverted yes um but you got to get
  • 00:11:23
    out of your you know get out of your
  • 00:11:25
    skin and and put yourself out there and
  • 00:11:28
    over time as you build a habit actually
  • 00:11:30
    you enjoy the process so Charlie every
  • 00:11:33
    single one of those posts I do those
  • 00:11:35
    because I enjoy it uh and then I know
  • 00:11:39
    when I step out to the to the real world
  • 00:11:41
    and I go out and people see me my own
  • 00:11:44
    friends my own colleagues in Los Angeles
  • 00:11:46
    I cannot express the amount of
  • 00:11:49
    compliments and positivity that I get
  • 00:11:50
    back Sam I love your stuff keep at it I
  • 00:11:53
    love the way you think yeah keep at it
  • 00:11:56
    um and it feels good so you got to enjoy
  • 00:11:58
    the process and you have to get out of
  • 00:12:02
    what's comfortable for you in order to
  • 00:12:04
    grow it's funny I was doing a a
  • 00:12:06
    Consulting day for someone who came into
  • 00:12:08
    my area just outside DC and we were
  • 00:12:10
    talking about LinkedIn strategy for him
  • 00:12:12
    like needing to layer that in uh being
  • 00:12:15
    involved on there and he's talking about
  • 00:12:16
    oh you know there's I don't really know
  • 00:12:19
    what to put up there I he's get really
  • 00:12:21
    in his head about it and I pointed out
  • 00:12:22
    to him that earlier on in the day he had
  • 00:12:26
    referred to a post that I had made about
  • 00:12:28
    my experience running marathon and it
  • 00:12:30
    had created like connective tissue it
  • 00:12:32
    created essentially a heuristic that
  • 00:12:34
    allowed us to accelerate the work that
  • 00:12:35
    we were doing together I said like if I
  • 00:12:37
    don't put that out there that moment
  • 00:12:39
    doesn't happen and we don't speed up
  • 00:12:41
    this process by having this common
  • 00:12:43
    language right here that's what you're
  • 00:12:44
    doing you're allowing the opportunity
  • 00:12:46
    for people
  • 00:12:48
    to feel invested in you get to know you
  • 00:12:51
    and boy oh boy and I'm sure you've
  • 00:12:53
    experien this like you go to conferences
  • 00:12:55
    or even local things like you just
  • 00:12:56
    talked about it gives the opportunity
  • 00:12:59
    for depth of discussion early on rather
  • 00:13:02
    than just surface level conversations
  • 00:13:05
    and that's what I really love about
  • 00:13:06
    putting myself out there because for me
  • 00:13:08
    that's the real introversion thing I
  • 00:13:10
    don't want to talk about the weather I
  • 00:13:13
    want to talk about indepth serious
  • 00:13:16
    discussions like minute one right away
  • 00:13:19
    that for me the introversion makes me
  • 00:13:22
    anxious about the surface discussions
  • 00:13:23
    the uh the in-depth discussions I get
  • 00:13:26
    excited about that like that's why I'm
  • 00:13:28
    looking I look forward to doing this
  • 00:13:29
    type of discussion right here that you
  • 00:13:31
    and I are having Sam is prioritization
  • 00:13:35
    of depth rather than just the surface
  • 00:13:38
    level totally totally great great points
  • 00:13:41
    there's a couple Tes I could probably
  • 00:13:42
    take off there but yeah I want to bring
  • 00:13:45
    it back to the referral system because I
  • 00:13:46
    think it's very valuable and I know
  • 00:13:48
    you're an expert in this what first of
  • 00:13:50
    all how often did you mention is that
  • 00:13:52
    once a week emails newsletters that
  • 00:13:54
    should be sent out to your referrals and
  • 00:13:55
    if so what should the emails
  • 00:13:58
    say so we have a couple of types of
  • 00:14:00
    emails that we can send one type of
  • 00:14:02
    email is the personality based email the
  • 00:14:05
    other is what I would consider a A
  • 00:14:08
    curation or a magazine style email the
  • 00:14:11
    personality-driven email is exactly like
  • 00:14:13
    it describes think of it very correlated
  • 00:14:16
    with what you might post on social media
  • 00:14:19
    it's designed to create a lot of
  • 00:14:21
    connective tissue it really identify
  • 00:14:22
    with the personal brand if you are a
  • 00:14:25
    strong writer who has strong opinions
  • 00:14:28
    and is willing to share and give of
  • 00:14:29
    yourself personality driven emails are
  • 00:14:32
    great overall when you're writing when
  • 00:14:35
    what does that mean when you say
  • 00:14:36
    personality driven personality driven is
  • 00:14:38
    like this is from Sam it's specifically
  • 00:14:41
    from Sam's Point of View this is Sam's
  • 00:14:43
    idea that he is sharing with you these
  • 00:14:46
    are his original thoughts uh it goes
  • 00:14:49
    into say the Hobbies it maybe you would
  • 00:14:51
    I mean email program sometimes flag it
  • 00:14:53
    too often but it might be the
  • 00:14:54
    cryptocurrency stuff and you're trying
  • 00:14:56
    to figure out always how am I looping in
  • 00:14:58
    some of the these personal items back
  • 00:15:01
    into what my practice does uh so like
  • 00:15:04
    Kevin Dee down in Florida his Estate
  • 00:15:07
    Planning and real estate firm Kevin does
  • 00:15:08
    a fantastic job of these personality
  • 00:15:11
    driven emails and they read and this is
  • 00:15:14
    good they read like a poem rather than
  • 00:15:17
    pros and it just flows and he's talking
  • 00:15:21
    about you know Cuban coffee or he's
  • 00:15:24
    talking about uh this interesting
  • 00:15:26
    experience on vacation and he Loops it
  • 00:15:28
    back into to an estate PR a planning
  • 00:15:31
    principle that is amazing that he can do
  • 00:15:35
    now I if you have trouble with that and
  • 00:15:37
    I would argue it is the more difficult
  • 00:15:38
    version we go with magazine or curation
  • 00:15:41
    so this might be and actually if my own
  • 00:15:43
    email marketing for law fir Aly I kind
  • 00:15:45
    of combine these two strategies so most
  • 00:15:48
    of my emails are personality driven but
  • 00:15:50
    every week on Sunday I send an email
  • 00:15:53
    that is the three weekend ideas email
  • 00:15:55
    and it's partially a piece of curation
  • 00:15:58
    or magazine style email first off it has
  • 00:16:01
    multiple points to it personality driven
  • 00:16:03
    email we're doing one thing with this
  • 00:16:05
    thing right just one the curation or
  • 00:16:07
    magazine email we might share a couple
  • 00:16:09
    of stories for example we might share a
  • 00:16:12
    national story of general interest with
  • 00:16:14
    some light editorializing but mostly
  • 00:16:16
    we're kind of just reporting on the
  • 00:16:19
    information uh this is a superpower that
  • 00:16:21
    most people don't realize they have uh
  • 00:16:24
    accessible to them which is the power of
  • 00:16:27
    curation rather than always creating I
  • 00:16:30
    mean how many times did do people feel
  • 00:16:33
    happy about being associated with Sam
  • 00:16:35
    because you recommended a book to them
  • 00:16:37
    right and they now associate Sam with
  • 00:16:38
    that with recommending buyback your time
  • 00:16:40
    or you know unreasonable Hospitality you
  • 00:16:43
    know those are two that are always on my
  • 00:16:44
    mind these days that's curation right
  • 00:16:46
    there I didn't have to create original
  • 00:16:50
    ideas to associate myself with a
  • 00:16:53
    positive relationship with that other
  • 00:16:55
    person I curated that information if
  • 00:16:58
    you're a local firm you might curate a
  • 00:17:00
    local event that is happening you might
  • 00:17:02
    curate a recommended charity that is
  • 00:17:05
    operating in the region you might even
  • 00:17:07
    curate just sharing a movie or a TV show
  • 00:17:11
    that you're enjoying and that magazine
  • 00:17:13
    style email we try and just have three
  • 00:17:15
    maybe even just two simple parts that we
  • 00:17:18
    repeat let's do one National story let's
  • 00:17:20
    share one resource directly out of our
  • 00:17:22
    firm and then let's do one pop culture
  • 00:17:25
    reference and voila we have our magazine
  • 00:17:26
    style email send it out once a week week
  • 00:17:30
    amazing so that's uh and what's step
  • 00:17:33
    number three you you're sending out
  • 00:17:34
    those weekly
  • 00:17:35
    emails yeah what was that what's step
  • 00:17:38
    number three oh step number three we're
  • 00:17:40
    sending out weekly emails I love print I
  • 00:17:43
    love the mail Sam uh I like putting
  • 00:17:46
    things in the mail and I'll say this uh
  • 00:17:48
    I know print newsletters are not exactly
  • 00:17:51
    in Vogue today but we all understand
  • 00:17:55
    getting something in the mail still
  • 00:17:57
    counts the worry that a lot of folks
  • 00:17:59
    have is this is going to cost me money
  • 00:18:02
    and let's say I mean you have say
  • 00:18:04
    significantly sized firms you have a lot
  • 00:18:06
    of clients that you have worked with if
  • 00:18:08
    I were tell you launch a print
  • 00:18:09
    newsletter tomorrow and actually I'm
  • 00:18:10
    curious do do you use a print newsletter
  • 00:18:13
    we don't use a print newsletter but just
  • 00:18:15
    a couple months ago we started getting
  • 00:18:16
    into
  • 00:18:17
    mailers there we go so is it like I I'm
  • 00:18:20
    curious I I I promise we'll loop back in
  • 00:18:22
    and I'll close that Loop but what do you
  • 00:18:24
    do for
  • 00:18:26
    mail uh mailers directly to to um direct
  • 00:18:31
    prospects who are um in that need our
  • 00:18:36
    services and yeah it does pretty pretty
  • 00:18:38
    well and it's
  • 00:18:40
    trackable um and high intent and pretty
  • 00:18:44
    good good results coming in that's I I
  • 00:18:47
    love hearing that most people just
  • 00:18:49
    completely ignore it you know Dan
  • 00:18:51
    Kennedy coined the idea of the shock and
  • 00:18:53
    a package and it absolutely Works
  • 00:18:55
    putting things in the mail absolutely
  • 00:18:57
    works for these Law Firm terms it's
  • 00:19:00
    putting in a mailed monthly something
  • 00:19:04
    the reason I like to use the word
  • 00:19:06
    something even though I've mostly use
  • 00:19:08
    the word newsletter is I want everyone
  • 00:19:10
    to get out of their heads about what it
  • 00:19:11
    needs to look like what it needs to feel
  • 00:19:13
    like like let's just strip it down to
  • 00:19:15
    its Bare Bones can I put something in
  • 00:19:17
    the mail every single month especially
  • 00:19:20
    to my current and prospective referral
  • 00:19:23
    sources okay that's that's really my
  • 00:19:25
    focal point so if we're talking about
  • 00:19:26
    concern of cly you're going to tell me I
  • 00:19:28
    have to send out 2,000 newsletters every
  • 00:19:31
    single month that might put me back
  • 00:19:32
    $2500 to
  • 00:19:34
    $3,000 to say nothing of design costs on
  • 00:19:38
    it yeah that might be a bridge too far
  • 00:19:39
    for a lot of folks but can I get you to
  • 00:19:42
    put together a list of 250 and some of
  • 00:19:45
    my clients have gone as high as 600
  • 00:19:47
    other lawyers professionals and
  • 00:19:50
    Community leaders especially focusing on
  • 00:19:52
    other lawyers and related professionals
  • 00:19:55
    and put something in the mail for them
  • 00:19:56
    every month it could be a postcard it
  • 00:19:58
    could be a simp letter it can be a
  • 00:20:00
    self-folding newsletter I just want you
  • 00:20:02
    to touch them in the mail every month
  • 00:20:05
    because if we do mailed monthly
  • 00:20:05
    newsletter we do a weekly email we're up
  • 00:20:08
    to 64 touch points with past clients and
  • 00:20:13
    referral sources over the course of a
  • 00:20:15
    year and none of your competitors are
  • 00:20:19
    doing that and if you layer on oh also
  • 00:20:23
    I'm publishing on my YouTube channel I'm
  • 00:20:26
    taking some of my long form videos
  • 00:20:27
    moving them into short form and I'm
  • 00:20:29
    doing YouTube shorts I'm doing work on
  • 00:20:31
    Tik Tok as well I'm publishing via X via
  • 00:20:36
    Instagram via Facebook LinkedIn now you
  • 00:20:39
    generate omnipresence and omnipresence
  • 00:20:42
    is another powerful powerful Factor as
  • 00:20:45
    long as it's done with the level of
  • 00:20:46
    intention like Sam doesn't it kind of
  • 00:20:48
    drive you crazy when you see people
  • 00:20:49
    getting started with this and They're
  • 00:20:51
    copying and pasting the same thing that
  • 00:20:53
    they would put on Facebook is like the
  • 00:20:55
    same thing that's on LinkedIn is the
  • 00:20:56
    same thing that's on X and just go
  • 00:20:59
    if you shifted 30% of what you're trying
  • 00:21:01
    to say it would work for the algorithm
  • 00:21:03
    instead you're getting one like across
  • 00:21:06
    seven different platforms and you'd be
  • 00:21:08
    better off figuring out how to get seven
  • 00:21:10
    likes on one platform and then moving on
  • 00:21:12
    to the next eg onone it I see I see head
  • 00:21:14
    nodding so take that idea farther for me
  • 00:21:16
    Sam going all in into one platform
  • 00:21:19
    versus diversifying across multiple
  • 00:21:20
    platforms I've been calling this out
  • 00:21:22
    ever since like five six years ago
  • 00:21:23
    stopped trying to do a little bit of you
  • 00:21:25
    know a lot of things just go all in into
  • 00:21:27
    one platform and just get good at one
  • 00:21:29
    right because it requires there's
  • 00:21:31
    nuances social media is very nuanced and
  • 00:21:33
    there is a game to the madness there are
  • 00:21:36
    little things that you could learn and
  • 00:21:38
    you get better and better if you don't
  • 00:21:39
    believe us look at people that are like
  • 00:21:41
    with big audiences you know they don't
  • 00:21:42
    get there magically or you know it was
  • 00:21:44
    in by luck no there's actually science
  • 00:21:47
    to this um Charlie let's switch over
  • 00:21:51
    to and their polarizing question what's
  • 00:21:55
    currently the biggest scam in law firm
  • 00:21:58
    marketing
  • 00:21:59
    in law oh biggest scam in law firm
  • 00:22:04
    marketing or something that maybe maybe
  • 00:22:06
    a little bit less aggressive but very
  • 00:22:09
    low
  • 00:22:10
    Roi and
  • 00:22:13
    very uh yeah that people
  • 00:22:17
    spend easier I think one of the things
  • 00:22:20
    that frustrates me that I've seen a lot
  • 00:22:21
    of is uh in the last six or seven years
  • 00:22:26
    most of the websites that I look at for
  • 00:22:28
    law firms are pretty good pretty good
  • 00:22:32
    minus some some design tweaks but a oh
  • 00:22:37
    anytime that a oh this actually you know
  • 00:22:39
    what this became very easy as I started
  • 00:22:41
    talking myself into this Sam the
  • 00:22:44
    biggest issue that I take with anything
  • 00:22:47
    is Hefty gatekeeping of digital
  • 00:22:51
    assets that that is one of the worst
  • 00:22:53
    things the you know what we're going to
  • 00:22:56
    set up your Google analytics profile and
  • 00:22:57
    then we're going to own your Google
  • 00:22:58
    analytics profile lawyers do not let
  • 00:23:00
    that happen Law Firm owners do not let
  • 00:23:02
    that happen you own your Google
  • 00:23:03
    analytics account you own your website
  • 00:23:07
    look at those contracts because if that
  • 00:23:09
    contract has their ability to
  • 00:23:11
    essentially pull the rug out from
  • 00:23:13
    underneath you that's not a space you
  • 00:23:15
    want to be involved with because there
  • 00:23:16
    are good reputable players in this space
  • 00:23:21
    who will gladly make you high quality
  • 00:23:24
    websites high quality digital assets
  • 00:23:27
    that they're more than happy for those
  • 00:23:28
    to be yours rather than theirs that
  • 00:23:33
    Sam boy oh boy um even simple things
  • 00:23:36
    like being able to go in and add content
  • 00:23:39
    to your own website being able to update
  • 00:23:43
    a headline uh how many websites oh boy
  • 00:23:46
    how many websites have I reviewed
  • 00:23:47
    recently that the title tags like SEO
  • 00:23:51
    not even acceptable for it to be 101
  • 00:23:54
    like that's the remedial mathematics
  • 00:23:56
    course that you take when you go to
  • 00:23:58
    college and you bombed out on math in
  • 00:24:00
    high school and they're like technically
  • 00:24:01
    we're going to graduate you but you got
  • 00:24:02
    to take like a level zero class in
  • 00:24:05
    college on math that's what title tags
  • 00:24:07
    are SEO wise and yet I still see Law
  • 00:24:10
    Firm websites that cost multiple four or
  • 00:24:13
    even five figures that don't have
  • 00:24:17
    correct title
  • 00:24:18
    tags drives me up a wall the digital
  • 00:24:21
    marketing website development space
  • 00:24:22
    because there are good reputable players
  • 00:24:25
    but there's a lot of folks
  • 00:24:28
    I I know I'm not allowed to have a
  • 00:24:29
    secondary complaint which is why I'm
  • 00:24:30
    going to go really really fast and drop
  • 00:24:31
    this in here right now which is people
  • 00:24:33
    who almost electively choose to not try
  • 00:24:36
    and understand how law firms actually
  • 00:24:38
    work as business models that also really
  • 00:24:40
    bothers me that's a whole episode
  • 00:24:45
    yeah um what's what about you though
  • 00:24:48
    like yeah I I feel like you have to have
  • 00:24:50
    something in mind for sure and it's a
  • 00:24:52
    very controversial uh but I might be one
  • 00:24:54
    of the very few people to kind of call
  • 00:24:56
    it out and I o share because I'm on this
  • 00:24:59
    side I'm on interesting side I'm as a
  • 00:25:02
    law firm owner of five law firms active
  • 00:25:04
    law firm owner pretty active as active
  • 00:25:06
    as it gets um and at the same time being
  • 00:25:10
    on the other side of advising Consulting
  • 00:25:13
    um helping whatever you want to verb you
  • 00:25:15
    want to put in front of it uh to to hear
  • 00:25:18
    the feedback of what they're what law
  • 00:25:21
    form owners are doing what's working
  • 00:25:23
    what's not and over time picking up on
  • 00:25:25
    some patterns over over the years I've
  • 00:25:28
    seen that SEO is a big strap um you know
  • 00:25:34
    yes could there be one out of 10 SEO
  • 00:25:36
    company that's Stellar yes but nine out
  • 00:25:40
    of 10 they're eating your money and
  • 00:25:42
    instead instead if you just take that
  • 00:25:44
    money put it into a higher Roi more
  • 00:25:47
    direct Roi things like ads um like
  • 00:25:51
    Facebook ads Google ads you know Tik Tok
  • 00:25:53
    ads YouTube ads um that usually the ROI
  • 00:25:56
    is significantly more and also gives you
  • 00:25:58
    an opportunity to to scale up from the
  • 00:26:00
    ROI not just get a flat rate Roi um and
  • 00:26:04
    then also a I also we should I you know
  • 00:26:09
    should I spend time and money on SEO or
  • 00:26:12
    should I just go try to get 10 more
  • 00:26:14
    reviews per month and I know if I just
  • 00:26:17
    push if I have a system and I push my
  • 00:26:19
    team to go get get 10 more Google
  • 00:26:21
    reviews that's a lot higher value than
  • 00:26:24
    spending $3,000 $5,000 a month in in SEO
  • 00:26:27
    literally I'll I'll if you're not I'll
  • 00:26:29
    prove it you know let's both build a you
  • 00:26:31
    know Law Firm website you go do SEO I'll
  • 00:26:34
    just go crank out crank out as many
  • 00:26:35
    Google reviews as possible and i' see in
  • 00:26:37
    a year which one it gets more clients so
  • 00:26:40
    it's interesting in in our Catalyst
  • 00:26:42
    program month one we focus on getting
  • 00:26:45
    more referrals month two it's local SEO
  • 00:26:49
    with the biggest thing being going to
  • 00:26:50
    get more reviews I mean I'm with you on
  • 00:26:53
    that there is a point in time where you
  • 00:26:54
    can see some of these very high level
  • 00:26:56
    SEO vendors when you can afford that
  • 00:26:59
    super high level and you're not heavily
  • 00:27:01
    reliant on that SEO that's always the
  • 00:27:03
    thing that makes me nervous is over
  • 00:27:04
    Reliance on SEO as opposed to it being
  • 00:27:06
    one of your many channels uh then it can
  • 00:27:09
    be worthwhile I was just reviewing for a
  • 00:27:11
    client a
  • 00:27:12
    $68,000 a year SEO contract and what I
  • 00:27:17
    what we got to was we don't know how
  • 00:27:18
    success is even being measured this will
  • 00:27:20
    be the third year that he has paid for
  • 00:27:22
    before he's already paid for it right so
  • 00:27:24
    that that that's fine that that's a
  • 00:27:26
    resource that money has now been spent
  • 00:27:28
    if it's going to be spent though let's
  • 00:27:30
    hold them accountable and so he's going
  • 00:27:32
    to be going to this SEO vendor and
  • 00:27:33
    saying great how are we measuring
  • 00:27:36
    success on this obviously it's qualified
  • 00:27:38
    leads cool what are we doing on like
  • 00:27:41
    what what other things are we measuring
  • 00:27:44
    and what's the process for getting to
  • 00:27:46
    success in those measurables that this
  • 00:27:49
    money is being spent
  • 00:27:50
    on and Charlie I'll put it out there
  • 00:27:52
    there's two things that any any law firm
  • 00:27:54
    owner can do to be able to Future proof
  • 00:27:57
    their Law Firm
  • 00:27:59
    um when it comes to SEO and with ch gbt
  • 00:28:01
    and AI affecting things with SEO number
  • 00:28:05
    one is make sure you have a about us
  • 00:28:07
    page that's very comprehensive as
  • 00:28:09
    comprehensive as possible like ideally a
  • 00:28:12
    thousand to 2,000 words about us page
  • 00:28:14
    most people's about us page is just a
  • 00:28:16
    couple paragraphs that's not enough you
  • 00:28:17
    want to feed Ai and chbt as much
  • 00:28:20
    information about you so when let's just
  • 00:28:22
    say somebody goes on on Gemini which is
  • 00:28:25
    Google's AI or chbt to ask about
  • 00:28:28
    you know you know what's the best law
  • 00:28:31
    firm that's the second thing is have a
  • 00:28:34
    page that explains why you're the best
  • 00:28:36
    lawyer in best this type of lawyer in
  • 00:28:39
    this city have a page about that and
  • 00:28:42
    again make that as comprehensive as
  • 00:28:43
    possible have those two pages make sure
  • 00:28:45
    it's very thorough even if you have to
  • 00:28:47
    use chat with to come up with the
  • 00:28:49
    content do that you know put in and then
  • 00:28:51
    put in your own origins in there have
  • 00:28:53
    those two pages if you just do that
  • 00:28:54
    that's a lot more important and a lot
  • 00:28:56
    more valuable than spending again again
  • 00:28:59
    money on SEO that's really smart yeah
  • 00:29:01
    actually I hadn't given consideration to
  • 00:29:02
    that about us page but that is exactly
  • 00:29:04
    where it pulls a lot of that information
  • 00:29:06
    from so yes I hope everyone who's
  • 00:29:07
    listening just please go just go and do
  • 00:29:10
    that that's such an immediately
  • 00:29:11
    actionable thing to go and add to that
  • 00:29:14
    and to create so are you suggesting for
  • 00:29:16
    clarification for everyone are you
  • 00:29:18
    suggesting you weave in the best uh you
  • 00:29:21
    know best option in town language on the
  • 00:29:23
    about us page or is that a second page
  • 00:29:25
    that you should develop yeah I would
  • 00:29:26
    probably do a second page so about us
  • 00:29:28
    page will just be about your law firm
  • 00:29:30
    and then the second one will just be
  • 00:29:31
    about why your Law Firm is the best type
  • 00:29:34
    of that lawyer in that City to give it
  • 00:29:37
    more context again just more context you
  • 00:29:39
    know you could probably combine if you
  • 00:29:40
    really really wanted to but might as
  • 00:29:41
    well just create two very comprehensive
  • 00:29:44
    in our Mastermind group we've had uh
  • 00:29:46
    multiple people now report clients
  • 00:29:48
    saying that they found them on chat GPT
  • 00:29:50
    yep yep there we
  • 00:29:52
    go and also another trick and I know
  • 00:29:55
    Charlie you've been starting to tap into
  • 00:29:57
    it is building gpts yeah right correct
  • 00:30:00
    um the referral system that you
  • 00:30:02
    explained to me have you built a GPT for
  • 00:30:04
    that or are you going to do go do that
  • 00:30:05
    later
  • 00:30:07
    today I love that I love how you did
  • 00:30:10
    that Sam well played uh no interestingly
  • 00:30:12
    enough I do not currently have a GPT for
  • 00:30:15
    that partially because system was yeah I
  • 00:30:19
    will go and fix that yeah I have several
  • 00:30:21
    gpts built I have a Charlie style
  • 00:30:24
    copyrighting GPT I have a couple of
  • 00:30:26
    design gpts that are built for for me I
  • 00:30:28
    created one for intake assessments Etc
  • 00:30:31
    but I mean the the uh referral system
  • 00:30:34
    was created right before the release of
  • 00:30:36
    public gpts so I just didn't go in and
  • 00:30:39
    do that one but you're right Sam way to
  • 00:30:42
    way to put me on blast no I appreciate
  • 00:30:43
    that's actually a good idea thank you
  • 00:30:45
    you know on the first day that gpts got
  • 00:30:47
    uh got released I released 30 gpts that
  • 00:30:51
    same day nice yeah nice I come up with
  • 00:30:53
    the it's once you and I know you have a
  • 00:30:55
    program that teaches uh entrepreneurs
  • 00:30:58
    how to build their gbts I'll try to put
  • 00:31:00
    the link to your website and hopefully
  • 00:31:02
    your website will link it out to all
  • 00:31:03
    these things pretty much easier than
  • 00:31:06
    people uh expect it to be I mean they
  • 00:31:08
    really did make it pretty intuitive
  • 00:31:11
    overall to set up some guard rails give
  • 00:31:13
    it its specific uh objective and to
  • 00:31:16
    upload a lot of information if you have
  • 00:31:19
    existing information to um refine and
  • 00:31:22
    power the GPT like I have clients now
  • 00:31:24
    who have taken a lot of their own
  • 00:31:27
    writing and put it up chat GPT as a way
  • 00:31:30
    for or to create a GPT for say team
  • 00:31:33
    members to get trained on about how they
  • 00:31:36
    do certain things within the firm right
  • 00:31:38
    and it's just if you're the type of firm
  • 00:31:41
    owner who has already created a lot of
  • 00:31:42
    systems or written a lot of content for
  • 00:31:44
    your website whatever it might be you
  • 00:31:46
    can always repurpose these ideas it's
  • 00:31:49
    one thing that I I wish more folks would
  • 00:31:51
    do is understand when you wrote all of
  • 00:31:54
    that when you shot all the videos when
  • 00:31:55
    you created the white paper the Playbook
  • 00:31:58
    the book Etc you created an asset and
  • 00:32:01
    you should always look at your asset
  • 00:32:03
    catalog and go what's next for what I
  • 00:32:06
    already
  • 00:32:07
    made lot easier than building a new
  • 00:32:09
    thing most of the time really um Charlie
  • 00:32:13
    we have a question coming in from
  • 00:32:14
    LinkedIn by the way if as you guys are
  • 00:32:16
    watching us live on YouTube LinkedIn x
  • 00:32:18
    Facebook whatever we are uh we got a
  • 00:32:21
    question it says I increased my budget
  • 00:32:23
    in Facebook ads number of leads did not
  • 00:32:25
    grow by putting more money in should I
  • 00:32:28
    add more labor force you want to give
  • 00:32:31
    your answer and I'll try to give my
  • 00:32:32
    insights too uh wait do we know what
  • 00:32:34
    practice area it was no we do not okay
  • 00:32:37
    but we could probably tell yeah we could
  • 00:32:39
    probably tell some from some some signs
  • 00:32:41
    from the question to where the mindset
  • 00:32:43
    is kind of wrong so I increase the
  • 00:32:44
    Facebook ads budgets the number of leads
  • 00:32:46
    did not grow and the question is by
  • 00:32:48
    putting more money in the ads should I
  • 00:32:50
    add more labor
  • 00:32:52
    force that's the question yeah I at
  • 00:32:55
    least in my experience uh there's not a
  • 00:32:59
    linear relationship between directly
  • 00:33:01
    adding money into digital ads and being
  • 00:33:05
    able to exactly say double triple
  • 00:33:08
    quadruple most of the time and again I'm
  • 00:33:10
    speaking from my experience what I have
  • 00:33:12
    seen in most law firms and everything
  • 00:33:15
    should be contextualized with there's
  • 00:33:17
    high levels of variance Sam you're going
  • 00:33:19
    to have great ideas coming in on this as
  • 00:33:21
    well I would first look at it in my
  • 00:33:25
    actually getting people to show up at
  • 00:33:26
    the page am I getting optins on the page
  • 00:33:29
    so if I'm not getting people to show up
  • 00:33:30
    on the page I'm going to assume that my
  • 00:33:31
    ad copy is bad now we we probably should
  • 00:33:34
    reverse it out even further and ask
  • 00:33:36
    about the practice area because look in
  • 00:33:39
    again in my experience say for personal
  • 00:33:42
    injury Facebook has been aside from
  • 00:33:45
    retargeting campaigns not a high value
  • 00:33:51
    uh digital ad space compared to other
  • 00:33:54
    opportunities in a state planning you
  • 00:33:57
    can make uh and again I'm going to speak
  • 00:33:59
    mostly from those core four that I
  • 00:34:00
    talked about for myself estate planning
  • 00:34:02
    is a place that we can see them work in
  • 00:34:04
    terms of direct advertisement to a
  • 00:34:06
    colder list uh in family law I've at
  • 00:34:10
    least experienced a mixed bag in that
  • 00:34:13
    area and in criminal defense because of
  • 00:34:15
    the really rapid turnarounds it's often
  • 00:34:17
    better as a list building tool which I
  • 00:34:20
    do that's one thing that I think is
  • 00:34:21
    missing for many firm owners if we're
  • 00:34:23
    going to go into Facebook ads what is
  • 00:34:25
    the uh short-term gain versus verus
  • 00:34:28
    long-term gain of what we're doing so
  • 00:34:29
    all of that considered the Baseline is
  • 00:34:32
    increasing budget does not automatically
  • 00:34:35
    give you more results it is am I
  • 00:34:38
    actually driving clicks and by the way
  • 00:34:40
    it would be worth like learning from
  • 00:34:41
    someone like Sam what you should be
  • 00:34:43
    expecting to pay per click and then pay
  • 00:34:45
    per lead and then you can start doing
  • 00:34:47
    your calculations of cost of acquisition
  • 00:34:49
    for each one of these clients if I am
  • 00:34:51
    getting people to click but they're not
  • 00:34:54
    opting in to whatever it might be maybe
  • 00:34:56
    it's a consultation or it's a book or
  • 00:34:58
    it's a webinar or whatever now I need to
  • 00:35:00
    look at my sales or squeeze page and
  • 00:35:03
    upgrade the copy on that upgrade what
  • 00:35:05
    the offer might be on that and I think a
  • 00:35:07
    lot of people fail to think of it as an
  • 00:35:10
    offer and make my offer really powerful
  • 00:35:12
    and absolutely irresistible you can do
  • 00:35:15
    value stacking bonuses out the wazo or
  • 00:35:18
    offer to fix a very specific issue that
  • 00:35:20
    they are likely experiencing I love
  • 00:35:22
    specificity as a marketing strategy and
  • 00:35:25
    if we are getting people then to opt in
  • 00:35:26
    it's still not paying off I want to know
  • 00:35:28
    what the quality of the people opting in
  • 00:35:30
    is is it a bunch of garbage leads is it
  • 00:35:33
    just a bunch of Bot leads Etc there's so
  • 00:35:36
    many things we have to look at here but
  • 00:35:37
    as a baseline question will raising your
  • 00:35:38
    budget automatically raise results I say
  • 00:35:41
    no so my answer is a little bit more
  • 00:35:44
    technical so specifically for Facebook
  • 00:35:47
    first thing is you want to test with
  • 00:35:49
    Facebook lead forms Facebook lead forms
  • 00:35:52
    doesn't require a landing page U or a
  • 00:35:55
    funnel the funnel is pretty much just
  • 00:35:57
    captured
  • 00:35:58
    uh instead of Facebook so that's the
  • 00:35:59
    first kind of uh thing to look at number
  • 00:36:02
    two is it shouldn't take you long it
  • 00:36:04
    shouldn't take you more than a day to
  • 00:36:05
    know whether Facebook ads is working or
  • 00:36:07
    not as r as it sounds um you want to
  • 00:36:09
    spend enough which is let's just say
  • 00:36:13
    $200 $200 should give you let's just say
  • 00:36:16
    10 leads okay $20 cost per let's just
  • 00:36:18
    say yeah from 10 leads your first thing
  • 00:36:21
    you want to look for is what percentage
  • 00:36:23
    of these leads are qualified from
  • 00:36:26
    Facebook if you get any of them from 10
  • 00:36:28
    to 20% of your leads to be qualified
  • 00:36:31
    great you're on to something if zero of
  • 00:36:33
    them are qualified then that's what you
  • 00:36:35
    want to do is go back to the ads make
  • 00:36:37
    sure that your ads are calling out your
  • 00:36:40
    ideal clients uh in the ad copy in the
  • 00:36:43
    image or the video that's usually what's
  • 00:36:45
    missing usually if you're missing some
  • 00:36:47
    kind of call out uh you want to adjust
  • 00:36:49
    that second thing you can do is to make
  • 00:36:52
    your lead form qualification questions
  • 00:36:54
    more specific to be able to decipher who
  • 00:36:57
    is qualified or not you adjust that
  • 00:36:59
    relaunch see how that goes if you get
  • 00:37:02
    about 10% qualified leads you're on the
  • 00:37:03
    right track then at that point is about
  • 00:37:05
    generating enough qualified leads to see
  • 00:37:08
    what your conversion rate is from those
  • 00:37:11
    qualified leads to get them to sign up
  • 00:37:13
    um so you take a very systematic
  • 00:37:15
    step-by-step approach first am I
  • 00:37:17
    generating qualify leads and then from
  • 00:37:19
    that am i setting up clients from this
  • 00:37:21
    and from there you scale up um Charlie
  • 00:37:23
    I've probably entered over my years you
  • 00:37:26
    know 40 different practice types 40
  • 00:37:28
    different niches that I've tested out
  • 00:37:29
    different things over time I found out
  • 00:37:30
    that things are a lot more Universal
  • 00:37:33
    than I than I than you know I could
  • 00:37:35
    imagine and over time you pick up on
  • 00:37:37
    these Frameworks you know that you know
  • 00:37:40
    for marketing you're always targeting
  • 00:37:41
    certain type of people so you need to
  • 00:37:43
    know who those people are then they have
  • 00:37:44
    qualifications so you know to know what
  • 00:37:46
    your qualification questions are then
  • 00:37:48
    you need hooks which are different
  • 00:37:50
    messages that you're going to be testing
  • 00:37:51
    out then you also want to be mindful of
  • 00:37:54
    what the your prospects or clients are
  • 00:37:56
    going to be getting on the back what's
  • 00:37:58
    the result basically um and then you try
  • 00:38:00
    to incorporate some social proof in your
  • 00:38:02
    ads oh yeah these all these things
  • 00:38:04
    doesn't matter whether you know Au said
  • 00:38:07
    immigration law immigration law or
  • 00:38:10
    personal injury or whatever you want to
  • 00:38:11
    say it's the same exact kind of things
  • 00:38:13
    as I kind of mentioned um good news for
  • 00:38:16
    you of man immigration should be very
  • 00:38:18
    easy uh to generate I'll double thumbs
  • 00:38:20
    up that I know people who actively get
  • 00:38:23
    leads tons of leads on immigration on
  • 00:38:25
    Facebook yeah yeah yeah yeah yeah should
  • 00:38:27
    be pretty easy it just takes a little
  • 00:38:29
    bit more understanding of this whole
  • 00:38:30
    system if you're are a lawyer then our
  • 00:38:32
    program is made tailored just for you
  • 00:38:34
    know running a lot of ads um so I would
  • 00:38:37
    highly recommend just going there to
  • 00:38:38
    myal academy.com to book a call to speak
  • 00:38:40
    to us yeah yeah yeah and by the way I'll
  • 00:38:42
    second that uh go check out what Sam's
  • 00:38:44
    doing with that stuff uh there
  • 00:38:47
    there's it's all that technical stuff
  • 00:38:50
    that you just heard Sam talk about it's
  • 00:38:52
    not it used to Facebook used to be a
  • 00:38:54
    little bit more approachable um and
  • 00:38:56
    they've done stuff to make parts of it
  • 00:38:57
    easier and parts of it a little bit more
  • 00:38:59
    complicated I remember when you could
  • 00:39:00
    just upload a big old list you could
  • 00:39:02
    kind of click on like other pages that
  • 00:39:04
    to advertise towards and it was off to
  • 00:39:06
    races and we were buying leads uh you
  • 00:39:09
    know back at the company I was with
  • 00:39:11
    previously for like a buck 50 a pop of
  • 00:39:13
    decent leads and it's not as easy these
  • 00:39:15
    days but that's the good news if it's
  • 00:39:17
    not as easy these days most people are
  • 00:39:19
    doing very sloppy advertising on there
  • 00:39:22
    and if you get you know a little bit
  • 00:39:23
    more intentional listen to some of the
  • 00:39:24
    stuff that Sam's talking about uh
  • 00:39:26
    especially you if you combine what Sam's
  • 00:39:28
    talking about you you also start
  • 00:39:30
    studying some of the Russell Brunson the
  • 00:39:31
    Alex horos of it all which I know that
  • 00:39:32
    you're a student of as well Sam and
  • 00:39:34
    layer in those concepts with Sam's
  • 00:39:36
    framework like you're increasing your
  • 00:39:37
    odds repeatedly of success and then it
  • 00:39:40
    becomes a question of do I have the
  • 00:39:42
    stomach to stay in the game look at my
  • 00:39:44
    data and get better at this over time or
  • 00:39:47
    are you just hoping for a quick cash out
  • 00:39:49
    in the first week because if that's the
  • 00:39:51
    case I mean I don't that's going to be
  • 00:39:53
    trickier yeah and Charlie you mentioned
  • 00:39:56
    personal injury and Facebook ads yeah um
  • 00:39:58
    the Nuance is you got to know what
  • 00:39:59
    you're doing for people that know what
  • 00:40:01
    they're doing they're killing it with
  • 00:40:02
    Facebook ads uh generating car accident
  • 00:40:04
    clients and it's something that I I
  • 00:40:07
    started sharing about three years ago
  • 00:40:09
    and our our members have killed it over
  • 00:40:11
    the years you know hundreds of clients
  • 00:40:12
    generated from face ads um awesome and
  • 00:40:15
    that's why I always say like in my
  • 00:40:17
    experience because I am always open to
  • 00:40:20
    being proven wrong right I because at
  • 00:40:23
    the end of the day I want law firms to
  • 00:40:24
    succeed if it's if it's by finding out
  • 00:40:26
    new information like this right here
  • 00:40:30
    fantastic Charlie what's the most common
  • 00:40:33
    mistake the law from owners
  • 00:40:34
    make uh not being consistent with
  • 00:40:37
    marketing um exactly what we were just
  • 00:40:40
    talking about there you know they they
  • 00:40:41
    look at it as a uh oh I'm going to do
  • 00:40:44
    one LinkedIn post and it's going to get
  • 00:40:45
    100,000 Impressions it's going to get a
  • 00:40:47
    th000 likes I'm going to be the next
  • 00:40:48
    viral sensation and all the referrals
  • 00:40:50
    are going to come to me no you're G to
  • 00:40:53
    press post and a little puff of smoke
  • 00:40:55
    and dust is gonna go p
  • 00:40:58
    and it's going to
  • 00:40:59
    fail but we know that it works over time
  • 00:41:02
    the first time that you press publish on
  • 00:41:03
    a video it's going to get five reviews
  • 00:41:06
    and three of those are going to be from
  • 00:41:08
    you watching your own video are you
  • 00:41:10
    going to keep doing it over time it's
  • 00:41:12
    actually why it's important to start up
  • 00:41:14
    front you know the pick that platform
  • 00:41:17
    that you're going to focus on if you
  • 00:41:19
    know that it it it is strong for your
  • 00:41:21
    potential audience and you have a
  • 00:41:23
    strategy behind it stay in the game the
  • 00:41:26
    weekly email I was joking with a client
  • 00:41:28
    the other day I was like look the the
  • 00:41:29
    two hardest emails to press send on are
  • 00:41:32
    the first one and then just about the
  • 00:41:34
    seventh one because you get to number
  • 00:41:36
    seven and you're like H can I skip this
  • 00:41:39
    week and as soon as you skip that week
  • 00:41:41
    it's all over and then you're like email
  • 00:41:43
    doesn't email marketing doesn't work
  • 00:41:46
    yeah it doesn't often work in the first
  • 00:41:48
    six weeks it's a longer play than that
  • 00:41:50
    so consistency that's my number one
  • 00:41:51
    thing what about you I want to I'm going
  • 00:41:54
    to add to your point um 80% of the
  • 00:41:57
    result that you get is just the fact
  • 00:41:58
    that you're doing it and 20% is how well
  • 00:42:01
    you do it so b as well just do it then
  • 00:42:03
    is B than perfer kind of mentality what
  • 00:42:05
    was my own question
  • 00:42:07
    Charlie what's the what's the number one
  • 00:42:10
    mistake that you see Law Firm marketers
  • 00:42:12
    making um
  • 00:42:15
    overthinking oh that's a good one
  • 00:42:18
    yeah yeah truly and that that that goes
  • 00:42:21
    into the consistency thing they get they
  • 00:42:23
    really do um and it's not only a law
  • 00:42:26
    firm owner thing I mean I know that you
  • 00:42:28
    and I both are sort of
  • 00:42:29
    multi-disciplinary people and we've seen
  • 00:42:31
    it in other businesses as well the
  • 00:42:33
    person who I talked about earlier part
  • 00:42:35
    of the reason they won't press send it's
  • 00:42:36
    not only fear of putting themselves out
  • 00:42:38
    there it is okay but like what's the
  • 00:42:40
    message supposed to be how how exactly
  • 00:42:43
    do I write this I don't know just write
  • 00:42:44
    it press publish and then start studying
  • 00:42:46
    your results that's the beauty of social
  • 00:42:48
    media you get to run tests on messages
  • 00:42:51
    every single day and when one pops now
  • 00:42:55
    you rotate it into an even higher level
  • 00:42:58
    uh Marketing System for yourself and
  • 00:43:00
    when it continues to perform up there
  • 00:43:01
    now we're going to put ad dollars behind
  • 00:43:04
    that as well I'll also sneak in here in
  • 00:43:06
    some cases if you want to get results
  • 00:43:08
    fast you just go straight to add dollars
  • 00:43:10
    you put money into it and you create
  • 00:43:12
    your rapid fire test engine but for
  • 00:43:14
    those who need the ramping up process
  • 00:43:16
    you can do what I just talked about nice
  • 00:43:19
    uh Charlie what's the number one trait
  • 00:43:21
    that the most successful law F owners
  • 00:43:25
    share this a good questions with it
  • 00:43:27
    right Charlie yeah they really are I was
  • 00:43:30
    telling by the way while you're thinking
  • 00:43:32
    I was telling Charlie earlier that
  • 00:43:33
    you're the best interviewer in our space
  • 00:43:36
    By the way just a shout out to H your
  • 00:43:39
    podcast you want to give yourself a
  • 00:43:41
    shout out for your podcast so we get
  • 00:43:43
    absolutely they don't teach this in law
  • 00:43:45
    school go listen to it Sam has a recent
  • 00:43:47
    episode that's up there that I think is
  • 00:43:49
    just absolutely killer in terms of
  • 00:43:51
    talking about that copy and paste
  • 00:43:52
    marketing that we discussed earlier um
  • 00:43:55
    and actually in terms of the trait I
  • 00:43:57
    I'll look at a trait that I know that
  • 00:44:00
    you have um which I have a question for
  • 00:44:02
    you about which the number one trait is
  • 00:44:06
    the I'll say openness to adopt an
  • 00:44:10
    entrepreneur first identity and
  • 00:44:14
    mindset that's that would be what I put
  • 00:44:17
    as my my number one trait and I'm I
  • 00:44:19
    start from the point of openness because
  • 00:44:22
    openness doesn't guarantee that it will
  • 00:44:23
    happen but it at least allows for the
  • 00:44:26
    opportunity
  • 00:44:27
    for it to happen so I I see some head
  • 00:44:31
    nods right there Sam so I mean do you
  • 00:44:33
    agree you want to layer on build on that
  • 00:44:36
    if I have to give an answer that'll be
  • 00:44:37
    the same same answer too open-mindedness
  • 00:44:39
    basically all starts from there as you
  • 00:44:41
    were saying starts from there you got to
  • 00:44:43
    be open-minded for you to learn for you
  • 00:44:46
    to grow for you to be able to network
  • 00:44:49
    with other people um and be able to
  • 00:44:51
    learn from each other and R rub from
  • 00:44:53
    each other but if you don't if you're
  • 00:44:55
    closing yourself off and I think ego is
  • 00:44:57
    the issue Charlie right the ego right
  • 00:45:00
    the you know whatever and most people
  • 00:45:02
    don't don't um admit it's ego it's just
  • 00:45:05
    it's very deep like you got to go really
  • 00:45:06
    deep to realize all all of the you know
  • 00:45:09
    what prevents us from growth ultimately
  • 00:45:11
    I think is is the biggest thing is ego
  • 00:45:14
    but once you get over that and you just
  • 00:45:17
    let go basically then that's where you
  • 00:45:20
    you tap into the infinite of
  • 00:45:23
    possibilities um your mind expands the
  • 00:45:26
    abundance it kind of opens up then you
  • 00:45:28
    realize that there's there's a lot to do
  • 00:45:30
    there's a lot to achieve there's a lot
  • 00:45:31
    to grow to there's a lot to
  • 00:45:34
    adapt and then also being as you said
  • 00:45:36
    Being able being willing to adapt on the
  • 00:45:39
    go on a daily basis be be willing to
  • 00:45:42
    reinvent yourself be willing to let go
  • 00:45:44
    of your past and continuously
  • 00:45:46
    continuously being continuous minded
  • 00:45:49
    basically there's there's so much more
  • 00:45:52
    in our control about our future than
  • 00:45:55
    most people believe at the start of any
  • 00:45:58
    one of these entrepreneurial Journeys we
  • 00:46:00
    think that oh my God we're going to put
  • 00:46:01
    ourselves out there and hopefully the
  • 00:46:03
    market is willing to accept us and yeah
  • 00:46:06
    like just go do it make the market for
  • 00:46:11
    yourself be present show up no one is
  • 00:46:16
    waiting around to go Sam you are now
  • 00:46:20
    allowed to enter this Marketplace and
  • 00:46:22
    you will be successful because I have
  • 00:46:24
    said so now I will say I think sometimes
  • 00:46:25
    the bar association want wants to paint
  • 00:46:27
    it that way so that way they can keep
  • 00:46:29
    the existing uh you know Ivory Tower
  • 00:46:32
    powers in control but the truth there no
  • 00:46:34
    one no there is no actual gatekeeper
  • 00:46:38
    right there it is entirely incumbent on
  • 00:46:40
    you to say I'm allowed to control my
  • 00:46:42
    future I am allowed to communicate with
  • 00:46:44
    people I am allowed to Market myself I
  • 00:46:46
    am allowed to provide a level of quality
  • 00:46:48
    in my services that seems of an absurd
  • 00:46:51
    degree of value you can you get to make
  • 00:46:54
    all those choices and of course
  • 00:46:56
    throughout it all number one thing you
  • 00:46:58
    have control over is how you respond to
  • 00:47:01
    all of it as well during the adver
  • 00:47:03
    adversity first off yes it's okay to
  • 00:47:06
    feel down it's going to happen
  • 00:47:09
    throughout life you get hit with moments
  • 00:47:12
    that are bigger emotionally for you than
  • 00:47:15
    any you have ever experienced in the
  • 00:47:16
    past and you will be brought down in
  • 00:47:19
    those moments the question is how do you
  • 00:47:22
    respond there can you refocus and say
  • 00:47:25
    you know what how do I approach this as
  • 00:47:27
    an entrepreneur not just as a lawyer but
  • 00:47:29
    I'm an entrepreneur I have this wide
  • 00:47:31
    openen world available to me of what I
  • 00:47:32
    can do for myself uh to the benefit of
  • 00:47:35
    myself my family my team and my clients
  • 00:47:37
    what can I do today to turn that around
  • 00:47:39
    well there's at least one thing that I
  • 00:47:41
    can control so I'm going to do that gosh
  • 00:47:42
    darn it and I'm gonna fall back on that
  • 00:47:45
    for today and today still going to
  • 00:47:46
    really hurt because it was really tough
  • 00:47:48
    we had a terrible quarter that I didn't
  • 00:47:50
    see coming because I haven't been
  • 00:47:51
    tracking my numbers as well as I should
  • 00:47:52
    and I didn't see the operational hiccup
  • 00:47:55
    that was going to
  • 00:47:57
    end up costing me 50% of my expected
  • 00:47:59
    Revenue how do I deal with that I'm
  • 00:48:01
    going to fix problems today and it's
  • 00:48:03
    bigger than anything I've ever dealt
  • 00:48:05
    with here's the good news next time you
  • 00:48:06
    deal with that won't be as bad you'll be
  • 00:48:09
    able to get through it easier but then
  • 00:48:11
    something else is going to come along to
  • 00:48:12
    kick you right in the teeth right isn't
  • 00:48:14
    that the fun of Entrepreneurship Sam is
  • 00:48:15
    we're always finding out what's gonna
  • 00:48:17
    kick us in the teeth and after a couple
  • 00:48:18
    years you just uh nothing will phase you
  • 00:48:20
    y yep oh right this again okay cool I'm
  • 00:48:24
    about to learn a new lesson uh as uh
  • 00:48:27
    in the maker space there's this
  • 00:48:28
    gentleman named Jimmy Desta who's called
  • 00:48:30
    The Godfather of makers uh you know
  • 00:48:32
    woodworking leathercraft metal working
  • 00:48:35
    Etc really interesting individual he's
  • 00:48:37
    had shows on Netflix uh HGTV all these
  • 00:48:40
    other networks and he the phrase he says
  • 00:48:43
    is uh you go to school on the first
  • 00:48:46
    one you learn your lessons right you go
  • 00:48:48
    to school on the first ones you're going
  • 00:48:49
    to learn your hard lessons that's your
  • 00:48:52
    tuition to get better at the game going
  • 00:48:54
    back to consistency a lot of people
  • 00:48:56
    people hit that first point of needing
  • 00:48:58
    to pay their tuition which is often an
  • 00:49:00
    intellectual and emotional
  • 00:49:02
    tuition and they're like ah you know
  • 00:49:04
    what cash out my chips I'm good I don't
  • 00:49:06
    want to go any farther into that deep
  • 00:49:07
    deep Abyss so I'll stay where it's safe
  • 00:49:10
    just keep going it gets better amazing
  • 00:49:15
    preach and Charlie what's one thing they
  • 00:49:18
    don't teach you in law
  • 00:49:19
    school oh one thing they don't teach you
  • 00:49:22
    in law school don't don't tell me that
  • 00:49:25
    that was a surprise for you
  • 00:49:27
    so here's the funny part I I think I've
  • 00:49:29
    only had one other person try and ask
  • 00:49:31
    that question back at me and whenever I
  • 00:49:32
    hear that question the debate that I
  • 00:49:34
    have Sam is like do I go with really
  • 00:49:36
    really obscure like what they don't
  • 00:49:39
    teach you in law school is the
  • 00:49:40
    difference between full grain and top
  • 00:49:43
    grain leather they don't teach you that
  • 00:49:44
    in law school sam and the truth is is
  • 00:49:47
    well top grain sounds better full grain
  • 00:49:51
    is actually the superior leather full so
  • 00:49:54
    what they do is full grain leather is
  • 00:49:57
    the whole hide it is the actual leather
  • 00:50:00
    the skin of the animal tanned Etc
  • 00:50:03
    prepared all that top grain leather
  • 00:50:05
    actually technically takes off a bit of
  • 00:50:08
    that top shell in order to have this
  • 00:50:10
    perfectly even smooth layer and well
  • 00:50:13
    that is still really nice if you want
  • 00:50:15
    the OG unbreakable this is what they
  • 00:50:17
    made Saddles out of and your bag your
  • 00:50:20
    wallet Etc last forever you go with full
  • 00:50:23
    grain leather and none of that suede oh
  • 00:50:27
    related to that genuine leather is a
  • 00:50:29
    marketing term genuine leather just
  • 00:50:32
    means that they took a lot of leather
  • 00:50:34
    scraps basically shredded them up and
  • 00:50:36
    remade it into a leather
  • 00:50:40
    composite anything else about law from
  • 00:50:45
    growth uh yeah I mean the one that I I
  • 00:50:49
    love to go to is um they don't tell you
  • 00:50:54
    that you are now St starting to adopt an
  • 00:50:57
    identity as a lawyer more and more as
  • 00:51:00
    you go throughout law school that will
  • 00:51:02
    be your best friend and your worst enemy
  • 00:51:06
    depending on where you are in your
  • 00:51:08
    journey and they don't specifically talk
  • 00:51:10
    about how to be expansive in who you are
  • 00:51:14
    and how to uh learn new skills and how
  • 00:51:19
    much going outside the realm of law will
  • 00:51:22
    benefit everything that you do within
  • 00:51:24
    the realm of law when I see a lot of
  • 00:51:28
    incredible say trial attorneys Etc while
  • 00:51:30
    they are committed students to law then
  • 00:51:33
    oftentimes the number of hobbies and
  • 00:51:35
    even deep interests in hobbies that they
  • 00:51:37
    have are also to a pretty high degree
  • 00:51:40
    because they are extremely curious
  • 00:51:42
    person people who round themselves out
  • 00:51:45
    and construct additional components of
  • 00:51:47
    their identity that feed back into the
  • 00:51:50
    core sense of self so they don't teach
  • 00:51:52
    that in law school what's the first step
  • 00:51:55
    before that
  • 00:51:57
    first step for that
  • 00:52:01
    is honestly it's the old AA thing you
  • 00:52:05
    have to know you have a problem you have
  • 00:52:07
    to accept that that's the issue and you
  • 00:52:09
    have to F start looking at some of what
  • 00:52:12
    you do some of the decisions that you
  • 00:52:13
    make and ask yourself am I making the
  • 00:52:17
    decision because I'm a lawyer and
  • 00:52:19
    therefore that's the decision I'm
  • 00:52:21
    supposed to make because I'm a lawyer or
  • 00:52:23
    am I making the decision against other
  • 00:52:26
    principles and ideas that I have pulled
  • 00:52:29
    together in my life from sources that I
  • 00:52:31
    know trust and respect when you start
  • 00:52:34
    making decisions from a High Principal
  • 00:52:36
    level continually that will help you
  • 00:52:38
    rebuild your identity into a person who
  • 00:52:41
    I believe truly can be an even better
  • 00:52:43
    practitioner at Law at least in the
  • 00:52:45
    experience I have in working with my
  • 00:52:47
    coaching clients those who are say well
  • 00:52:51
    read of stoicism is kind of the the one
  • 00:52:53
    of the most popular ones but they're
  • 00:52:54
    well read on stoicism it them to
  • 00:52:56
    potentially be an even better
  • 00:52:58
    representative for the client because
  • 00:52:59
    they don't get phased by what the other
  • 00:53:01
    side does right kind of a cheap example
  • 00:53:04
    there but a good one so if you make
  • 00:53:06
    principal first decisions rather than
  • 00:53:08
    reactive I make this decision because
  • 00:53:10
    I'm a lawyer and within our field we've
  • 00:53:12
    been told this is how we make the
  • 00:53:13
    decision that's how we start it's tough
  • 00:53:16
    It's a conscious process right we're
  • 00:53:17
    taking what is normally a subconscious
  • 00:53:20
    reaction it's a heris response and
  • 00:53:23
    saying wait let's let's add like the
  • 00:53:25
    tiniest pause here and ask why did I
  • 00:53:27
    make the decision that
  • 00:53:29
    way once you fully accept yourself
  • 00:53:32
    completely that's when the world starts
  • 00:53:35
    you know fully accepting you for who you
  • 00:53:37
    are yeah ear what's the best way for
  • 00:53:40
    people to reach out to you and who are
  • 00:53:41
    your ideal clients that that should come
  • 00:53:43
    and book a time with you absolutely so
  • 00:53:47
    if you are a law firm owner who is
  • 00:53:49
    between about $300,000 to $900,000 per
  • 00:53:53
    year in Revenue go to law firm
  • 00:53:55
    alchemy.com and depending on where you
  • 00:53:57
    are in your journey you either want to
  • 00:53:58
    grab one of our free resources like the
  • 00:54:00
    referral marketing Playbook or you'll be
  • 00:54:02
    prepared to go you know what I'm ready
  • 00:54:04
    to be a highlevel person I'm already a
  • 00:54:07
    student of Sams and I'm going to stay a
  • 00:54:08
    student of Sams in my legal Academy but
  • 00:54:10
    I'm going to layer on the Catalyst
  • 00:54:12
    program over here and combine these
  • 00:54:13
    ideas together by the way I have a rule
  • 00:54:15
    you don't do something like Drop Sam's
  • 00:54:17
    program and start oh let's see what
  • 00:54:19
    catalyst is about you do multiple at the
  • 00:54:21
    same time I'm a multiple student uh you
  • 00:54:23
    know look I'm saying that for real my
  • 00:54:25
    best clients are folks who are
  • 00:54:27
    participating in other spaces as
  • 00:54:29
    well excuse me if you are someone who is
  • 00:54:32
    say a million or above first off jump
  • 00:54:35
    right into Catalyst you're ready for it
  • 00:54:37
    but also reach out and see if I have any
  • 00:54:39
    openings on uh private coaching at the
  • 00:54:41
    very least it's an opportunity to get on
  • 00:54:42
    the wait list I am fully booked right
  • 00:54:44
    now but there is an active weit list and
  • 00:54:46
    it is first come first serve if you are
  • 00:54:48
    in catalyst so that's my recommendation
  • 00:54:50
    everyone listening amazing amazing and I
  • 00:54:52
    highly recommend Charlie's uh and and I
  • 00:54:54
    can attest to Charlie's
  • 00:54:57
    um long-term kind of mindset and his
  • 00:54:59
    heart is into everything that he does um
  • 00:55:02
    Charlie I look forward to meeting you in
  • 00:55:03
    person and having some drinks together
  • 00:55:05
    thank you so much got you Sam appreciate
  • 00:55:07
    you this has been amazing thank you my
  • 00:55:09
    friend
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