Law Firm Marketing Secrets with Charley Mann
Summary
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.
Takeaways
- 🎯 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.
Timeline
- 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.
Mind Map
Video Q&A
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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- 00:00:00we are live Charlie great to have you
- 00:00:02here we have an action-packed and value
- 00:00:05packed episode today Law Firm marketing
- 00:00:08Secrets Charlie if that's not a click
- 00:00:10baity title I don't know what it
- 00:00:12is hey look people should look at that
- 00:00:14right away and like throughout this play
- 00:00:16the metag game see what Sam's doing here
- 00:00:19in terms of trying to get attention it's
- 00:00:20always worth looking at what a good
- 00:00:23marketer does and why they might be
- 00:00:24doing it now be careful about trying to
- 00:00:26like duplicate too much because we don't
- 00:00:28want to give it away too much Sam but
- 00:00:29some times we're like what's the minimum
- 00:00:32viable maximum outcome option here that
- 00:00:34works for us knowing our audience so be
- 00:00:37careful too much about the copy and
- 00:00:38paste stuff we actually talked about
- 00:00:39that when you were on on my podcast I
- 00:00:41know it's something that you would Echo
- 00:00:44Sam is you careful about copy and paste
- 00:00:46but like learn from the overarching
- 00:00:48principles of what we're doing exactly
- 00:00:51and what we like doing both of us
- 00:00:52Charlie is we like being transparent and
- 00:00:54raw so let's be as raw as possible and I
- 00:00:56have some very polarizing questions for
- 00:00:58us today when it comes to marketing
- 00:00:59sweet and we're going to pray to
- 00:01:01principle it we're going to tackle the
- 00:01:03top one number one answers for these top
- 00:01:05questions you know if there's only one
- 00:01:07thing one answer that you have to give
- 00:01:08for that what what would it be and I
- 00:01:11think it'll be a really good
- 00:01:12conversation if you're tuning in please
- 00:01:14uh give us a like uh if as soon as you
- 00:01:18get value from us and share away um I
- 00:01:20think it's going to be probably our one
- 00:01:21of our best episodes yet all right
- 00:01:24putting the pressure on or anything no
- 00:01:26not at all Charlie for those very few
- 00:01:29people who don't know you uh what is
- 00:01:31your number one
- 00:01:33expertise Law Firm growth and actually
- 00:01:36you know what let me redefine it Law
- 00:01:38Firm growth patterns I will say that
- 00:01:40that is my number one expertise I've
- 00:01:42become a student yeah of the patterns of
- 00:01:44Law Firm growth and it's interesting I
- 00:01:46was just writing about this for members
- 00:01:48of my program about monitoring numbers
- 00:01:51like Revenue per employee so it's like
- 00:01:52taking some of these these growth
- 00:01:55metrics that you can observe over time
- 00:01:58if you've worked with enough law firms
- 00:01:59like Sam I know you've worked with tons
- 00:02:01of law firms and you've developed your
- 00:02:02own patterns within your multiple
- 00:02:05businesses of seeing like okay if if I'm
- 00:02:08dialing in this percentage at this level
- 00:02:10I'm probably within the range that
- 00:02:13allows me to achieve X level of growth
- 00:02:16over this next year and so over the
- 00:02:18years looking at the patterns of say
- 00:02:20dialing in percentages and marketing
- 00:02:22strategies for firms under half a
- 00:02:24million dollars then once you hit half a
- 00:02:25million dollars what usually changes in
- 00:02:27your resources and then like there's a r
- 00:02:30between $600 and $800,000 that I call
- 00:02:33the I don't I'm not going to swear on
- 00:02:35this show but it's called the Shi TTY
- 00:02:38Valley and at that range between 600 to
- 00:02:41800 for example every firm owner is
- 00:02:43going to feel a squeeze on profit growth
- 00:02:45at that point but once you then get from
- 00:02:47800 to a million you're going to see
- 00:02:49that profit release for you so those
- 00:02:51types of patterns are what I would
- 00:02:53consider myself uh that would be the
- 00:02:55highest level expertise I provide so
- 00:02:57that must mean you must have an high I Q
- 00:03:00from what I understand from IQ tests IQ
- 00:03:02test are just finding patterns did you
- 00:03:04ever take an IQ test Charlie I have
- 00:03:07taken why are you making me admit this
- 00:03:09Sam I have taken a couple of online IQ
- 00:03:13tests and I'll tell you the actual
- 00:03:14reason why is that my brother sister and
- 00:03:18I are extremely competitive like
- 00:03:20extremely competitive with each other
- 00:03:23and so we did IQ test to see who had the
- 00:03:25highest IQ test uh score and so yes I
- 00:03:29have taken a few of them the results are
- 00:03:32make me happy but I'm sure that an
- 00:03:34online IQ test is designed to give me
- 00:03:36results that make me happy if you would
- 00:03:38like to level up and take the more
- 00:03:40comprehensive IQ IQ test then you have
- 00:03:42to just have to pay
- 00:03:451999 honestly I thought about have you
- 00:03:47ever taken an IQ test uh when I was in
- 00:03:51fourth grade I believe um wow and the
- 00:03:55cool story behind this was I was when I
- 00:03:57came from Iran when I was 9 years old I
- 00:04:00got placed in third grade um and I
- 00:04:03didn't know how to speak English at all
- 00:04:05and I was dropped in a class that had no
- 00:04:08nobody that spoke farsy so I was
- 00:04:09literally just dropped in a bucket of
- 00:04:12English speakers and I didn't know how
- 00:04:13to speak to anybody and then um I was
- 00:04:17good in math because apparently in Iran
- 00:04:20they're two years ahead when it comes to
- 00:04:22math education I was learning fractions
- 00:04:24in kindergarten as weird as that sounds
- 00:04:26and and then the teacher noticed after
- 00:04:29like a year
- 00:04:30that was kind of a little bit Advanced
- 00:04:31so he I went from ESL program and then
- 00:04:34randomly I got pulled out and they there
- 00:04:37was like three people that got chosen to
- 00:04:39take an exam didn't give out any
- 00:04:41instructions remember they just like
- 00:04:42handed me the booklet I'm like what is
- 00:04:45this and the kid started filling it out
- 00:04:49okay I guess I don't know I don't have
- 00:04:50no idea what this is we filled it out
- 00:04:52that was an IQ test then later on my
- 00:04:54parents get a call that day and I got
- 00:04:56straight from ESL straight to honors
- 00:04:58there you go
- 00:05:01so yeah that was a cool little story um
- 00:05:04Charlie what's currently the number one
- 00:05:06best way to generate clients for for law
- 00:05:08firms for law firms o oh you've asked
- 00:05:12such a difficult question for a one
- 00:05:14answer
- 00:05:16piece look I I do always default back to
- 00:05:18referral marketing because it's so
- 00:05:21reliable at least and look I will offer
- 00:05:24the tiniest qualification I tend to work
- 00:05:26primarily with personal injury criminal
- 00:05:28defense family law and planning firms
- 00:05:30right so these are a lot of B Toc
- 00:05:33localized firms and they all have very
- 00:05:36strong referral opportunities cooked
- 00:05:39into them so literally at any level that
- 00:05:42you're at you can scale up add on and
- 00:05:45improve your referral marketing which is
- 00:05:47why I put it at my default number one
- 00:05:50it's also one that you do have way more
- 00:05:53control over than people perceive
- 00:05:56because it's not just a do good work in
- 00:06:00the cases will come right that's part
- 00:06:02you you need to do good work otherwise
- 00:06:03eventually people will either not refer
- 00:06:05to you or stop referring to you right
- 00:06:07you do need quality work done for sure
- 00:06:10but there's a lot more that people can
- 00:06:11do from sending a text messages to
- 00:06:13writing the handwritten note to uh
- 00:06:16grabbing a copy of a book and writing a
- 00:06:18note to someone on the inside of it and
- 00:06:19dropping it in the mail to build
- 00:06:21relationships all the way up to email
- 00:06:23marketing everything it's done on social
- 00:06:24media so I default to referral marketing
- 00:06:28because of that now I'm curious Sam
- 00:06:30you're a guy who you have very high
- 00:06:33level digital marketing that you do so I
- 00:06:35I I would ask the same of you what do
- 00:06:37you see as the number one channel for me
- 00:06:40it really stands out as ads just um
- 00:06:43social media ads with number one being
- 00:06:46at this point meta um yeah number two
- 00:06:49being Tik Tok number three being YouTube
- 00:06:52as concrete as that those I found to be
- 00:06:55the most lucrative the most blue ocean
- 00:06:58opportunities
- 00:07:00um trackable scalable all the good part
- 00:07:04perks versus anything else um for
- 00:07:07referral systems I think the system
- 00:07:10matters right because everybody would
- 00:07:11like referrals but it's all about being
- 00:07:13proactively building that referral
- 00:07:15system so Charlie what's the first step
- 00:07:17to building a referral system uh having
- 00:07:20a list having a list that is well
- 00:07:23curated and that you are constantly
- 00:07:25adding to before you can start the
- 00:07:26outbound Communications you need that
- 00:07:29golden list for yourself that's usually
- 00:07:33the the hardest resource for people to
- 00:07:34get started with right we can ascribe
- 00:07:36the uh email marketing we can do the
- 00:07:40print newsletters we can do all of that
- 00:07:42but if you aren't starting right now I
- 00:07:45don't care if it's a
- 00:07:46spreadsheet that you go through and
- 00:07:48every day you go can I contact three
- 00:07:50more people on this spreadsheet with a
- 00:07:52personal note that's fine but if you
- 00:07:54just don't have that list we can never
- 00:07:56get started with it and from there it's
- 00:07:58all amplification so that for me number
- 00:08:01one tool that is just simply missed in
- 00:08:03referral marketing so Step One Hit List
- 00:08:07what's step
- 00:08:08two step two get that list into a system
- 00:08:11that allows you to do outbound
- 00:08:12communication I like to do a weekly
- 00:08:14email that's my default starting
- 00:08:16position on uh email Communications for
- 00:08:19a law firm I think most law firms do the
- 00:08:22when I feel like it email communication
- 00:08:25and they're missing a ton of opportunity
- 00:08:27right there consistency and free
- 00:08:29frequency breed
- 00:08:31affinity and it I know all the law firm
- 00:08:34owners you want Affinity right you want
- 00:08:37to be the person that people think of
- 00:08:39but you can't shy away from owning that
- 00:08:41role it's the hardest thing it was
- 00:08:44interesting Sam recently uh I was
- 00:08:46talking with a bunch of people who are
- 00:08:47in the Law Firm support and success
- 00:08:49space and of course you're a crossover
- 00:08:50Law Firm owner and in the Law Firm
- 00:08:51support and success space and it was
- 00:08:54someone who works with law fir owners
- 00:08:56I'm going to avoid identifying
- 00:08:57information because I don't want to you
- 00:08:58know put them on notice but essentially
- 00:09:00what this individual was saying was they
- 00:09:02were afraid of like putting themselves
- 00:09:05out there which is so fascinating to me
- 00:09:08to hear someone who provides such a high
- 00:09:10quality service that I would gladly
- 00:09:11recommend saying I'm just afraid of
- 00:09:14getting like I'm afraid of putting
- 00:09:16myself out on social media I'm afraid of
- 00:09:18sending the email and Sam I don't know
- 00:09:20like for people like you and me I don't
- 00:09:22know what it is that either went right
- 00:09:24or went wrong for us in our you know in
- 00:09:27our heads where we go I'm gonna be part
- 00:09:30of the conversation not just part of the
- 00:09:31conversation I'm gonna try and make the
- 00:09:34conversation at times because like when
- 00:09:36I think of you it's not just what you do
- 00:09:39with my legal Academy it's not just uh
- 00:09:42what you do with your law firms it's not
- 00:09:44say clickfunnels it's I I think about
- 00:09:47what you talk about with cryptocurrency
- 00:09:49for example about some of your success
- 00:09:52quotes uh about like literally because
- 00:09:55you do it so frequently I can imagine
- 00:09:57some of the like drone Style footage
- 00:10:00videos that you put out there that have
- 00:10:02text over them with like a motivational
- 00:10:05phrase or verse on it I know and you
- 00:10:08have become part associated with some of
- 00:10:11those Concepts so like for you you're
- 00:10:13you are clearly willing to put yourself
- 00:10:15out there what was it for you that
- 00:10:16clicked in terms of I'm gonna I'm gonna
- 00:10:19be Fearless about this I'm gonna get
- 00:10:20myself out there I think everybody has
- 00:10:24gifts and specialized knowledge and
- 00:10:27information and hobbies and interest
- 00:10:29interests and everybody's born different
- 00:10:32but everybody has something and you got
- 00:10:35to be willing to share that with the
- 00:10:38world if you don't one is you're missing
- 00:10:41out on making other people's lives
- 00:10:43better and two actually when you go
- 00:10:45through the mo motions and you start
- 00:10:46sharing it with the world um you enjoy
- 00:10:48it you enjoy the process uh also you
- 00:10:51level up in your when it comes to those
- 00:10:54those fields and also becomes acts as a
- 00:10:57daily affirmation a daily thing that
- 00:10:58stays Minds for you uh for me you know
- 00:11:03um the the the first example you brought
- 00:11:05up the person who didn't want to put the
- 00:11:08SS out there that for me is just a
- 00:11:09symptom of I think introversion you know
- 00:11:12being introverted um I'm introverted not
- 00:11:15really introverted Charlie you seem like
- 00:11:18oh really okay actually deeply
- 00:11:20introverted yes um but you got to get
- 00:11:23out of your you know get out of your
- 00:11:25skin and and put yourself out there and
- 00:11:28over time as you build a habit actually
- 00:11:30you enjoy the process so Charlie every
- 00:11:33single one of those posts I do those
- 00:11:35because I enjoy it uh and then I know
- 00:11:39when I step out to the to the real world
- 00:11:41and I go out and people see me my own
- 00:11:44friends my own colleagues in Los Angeles
- 00:11:46I cannot express the amount of
- 00:11:49compliments and positivity that I get
- 00:11:50back Sam I love your stuff keep at it I
- 00:11:53love the way you think yeah keep at it
- 00:11:56um and it feels good so you got to enjoy
- 00:11:58the process and you have to get out of
- 00:12:02what's comfortable for you in order to
- 00:12:04grow it's funny I was doing a a
- 00:12:06Consulting day for someone who came into
- 00:12:08my area just outside DC and we were
- 00:12:10talking about LinkedIn strategy for him
- 00:12:12like needing to layer that in uh being
- 00:12:15involved on there and he's talking about
- 00:12:16oh you know there's I don't really know
- 00:12:19what to put up there I he's get really
- 00:12:21in his head about it and I pointed out
- 00:12:22to him that earlier on in the day he had
- 00:12:26referred to a post that I had made about
- 00:12:28my experience running marathon and it
- 00:12:30had created like connective tissue it
- 00:12:32created essentially a heuristic that
- 00:12:34allowed us to accelerate the work that
- 00:12:35we were doing together I said like if I
- 00:12:37don't put that out there that moment
- 00:12:39doesn't happen and we don't speed up
- 00:12:41this process by having this common
- 00:12:43language right here that's what you're
- 00:12:44doing you're allowing the opportunity
- 00:12:46for people
- 00:12:48to feel invested in you get to know you
- 00:12:51and boy oh boy and I'm sure you've
- 00:12:53experien this like you go to conferences
- 00:12:55or even local things like you just
- 00:12:56talked about it gives the opportunity
- 00:12:59for depth of discussion early on rather
- 00:13:02than just surface level conversations
- 00:13:05and that's what I really love about
- 00:13:06putting myself out there because for me
- 00:13:08that's the real introversion thing I
- 00:13:10don't want to talk about the weather I
- 00:13:13want to talk about indepth serious
- 00:13:16discussions like minute one right away
- 00:13:19that for me the introversion makes me
- 00:13:22anxious about the surface discussions
- 00:13:23the uh the in-depth discussions I get
- 00:13:26excited about that like that's why I'm
- 00:13:28looking I look forward to doing this
- 00:13:29type of discussion right here that you
- 00:13:31and I are having Sam is prioritization
- 00:13:35of depth rather than just the surface
- 00:13:38level totally totally great great points
- 00:13:41there's a couple Tes I could probably
- 00:13:42take off there but yeah I want to bring
- 00:13:45it back to the referral system because I
- 00:13:46think it's very valuable and I know
- 00:13:48you're an expert in this what first of
- 00:13:50all how often did you mention is that
- 00:13:52once a week emails newsletters that
- 00:13:54should be sent out to your referrals and
- 00:13:55if so what should the emails
- 00:13:58say so we have a couple of types of
- 00:14:00emails that we can send one type of
- 00:14:02email is the personality based email the
- 00:14:05other is what I would consider a A
- 00:14:08curation or a magazine style email the
- 00:14:11personality-driven email is exactly like
- 00:14:13it describes think of it very correlated
- 00:14:16with what you might post on social media
- 00:14:19it's designed to create a lot of
- 00:14:21connective tissue it really identify
- 00:14:22with the personal brand if you are a
- 00:14:25strong writer who has strong opinions
- 00:14:28and is willing to share and give of
- 00:14:29yourself personality driven emails are
- 00:14:32great overall when you're writing when
- 00:14:35what does that mean when you say
- 00:14:36personality driven personality driven is
- 00:14:38like this is from Sam it's specifically
- 00:14:41from Sam's Point of View this is Sam's
- 00:14:43idea that he is sharing with you these
- 00:14:46are his original thoughts uh it goes
- 00:14:49into say the Hobbies it maybe you would
- 00:14:51I mean email program sometimes flag it
- 00:14:53too often but it might be the
- 00:14:54cryptocurrency stuff and you're trying
- 00:14:56to figure out always how am I looping in
- 00:14:58some of the these personal items back
- 00:15:01into what my practice does uh so like
- 00:15:04Kevin Dee down in Florida his Estate
- 00:15:07Planning and real estate firm Kevin does
- 00:15:08a fantastic job of these personality
- 00:15:11driven emails and they read and this is
- 00:15:14good they read like a poem rather than
- 00:15:17pros and it just flows and he's talking
- 00:15:21about you know Cuban coffee or he's
- 00:15:24talking about uh this interesting
- 00:15:26experience on vacation and he Loops it
- 00:15:28back into to an estate PR a planning
- 00:15:31principle that is amazing that he can do
- 00:15:35now I if you have trouble with that and
- 00:15:37I would argue it is the more difficult
- 00:15:38version we go with magazine or curation
- 00:15:41so this might be and actually if my own
- 00:15:43email marketing for law fir Aly I kind
- 00:15:45of combine these two strategies so most
- 00:15:48of my emails are personality driven but
- 00:15:50every week on Sunday I send an email
- 00:15:53that is the three weekend ideas email
- 00:15:55and it's partially a piece of curation
- 00:15:58or magazine style email first off it has
- 00:16:01multiple points to it personality driven
- 00:16:03email we're doing one thing with this
- 00:16:05thing right just one the curation or
- 00:16:07magazine email we might share a couple
- 00:16:09of stories for example we might share a
- 00:16:12national story of general interest with
- 00:16:14some light editorializing but mostly
- 00:16:16we're kind of just reporting on the
- 00:16:19information uh this is a superpower that
- 00:16:21most people don't realize they have uh
- 00:16:24accessible to them which is the power of
- 00:16:27curation rather than always creating I
- 00:16:30mean how many times did do people feel
- 00:16:33happy about being associated with Sam
- 00:16:35because you recommended a book to them
- 00:16:37right and they now associate Sam with
- 00:16:38that with recommending buyback your time
- 00:16:40or you know unreasonable Hospitality you
- 00:16:43know those are two that are always on my
- 00:16:44mind these days that's curation right
- 00:16:46there I didn't have to create original
- 00:16:50ideas to associate myself with a
- 00:16:53positive relationship with that other
- 00:16:55person I curated that information if
- 00:16:58you're a local firm you might curate a
- 00:17:00local event that is happening you might
- 00:17:02curate a recommended charity that is
- 00:17:05operating in the region you might even
- 00:17:07curate just sharing a movie or a TV show
- 00:17:11that you're enjoying and that magazine
- 00:17:13style email we try and just have three
- 00:17:15maybe even just two simple parts that we
- 00:17:18repeat let's do one National story let's
- 00:17:20share one resource directly out of our
- 00:17:22firm and then let's do one pop culture
- 00:17:25reference and voila we have our magazine
- 00:17:26style email send it out once a week week
- 00:17:30amazing so that's uh and what's step
- 00:17:33number three you you're sending out
- 00:17:34those weekly
- 00:17:35emails yeah what was that what's step
- 00:17:38number three oh step number three we're
- 00:17:40sending out weekly emails I love print I
- 00:17:43love the mail Sam uh I like putting
- 00:17:46things in the mail and I'll say this uh
- 00:17:48I know print newsletters are not exactly
- 00:17:51in Vogue today but we all understand
- 00:17:55getting something in the mail still
- 00:17:57counts the worry that a lot of folks
- 00:17:59have is this is going to cost me money
- 00:18:02and let's say I mean you have say
- 00:18:04significantly sized firms you have a lot
- 00:18:06of clients that you have worked with if
- 00:18:08I were tell you launch a print
- 00:18:09newsletter tomorrow and actually I'm
- 00:18:10curious do do you use a print newsletter
- 00:18:13we don't use a print newsletter but just
- 00:18:15a couple months ago we started getting
- 00:18:16into
- 00:18:17mailers there we go so is it like I I'm
- 00:18:20curious I I I promise we'll loop back in
- 00:18:22and I'll close that Loop but what do you
- 00:18:24do for
- 00:18:26mail uh mailers directly to to um direct
- 00:18:31prospects who are um in that need our
- 00:18:36services and yeah it does pretty pretty
- 00:18:38well and it's
- 00:18:40trackable um and high intent and pretty
- 00:18:44good good results coming in that's I I
- 00:18:47love hearing that most people just
- 00:18:49completely ignore it you know Dan
- 00:18:51Kennedy coined the idea of the shock and
- 00:18:53a package and it absolutely Works
- 00:18:55putting things in the mail absolutely
- 00:18:57works for these Law Firm terms it's
- 00:19:00putting in a mailed monthly something
- 00:19:04the reason I like to use the word
- 00:19:06something even though I've mostly use
- 00:19:08the word newsletter is I want everyone
- 00:19:10to get out of their heads about what it
- 00:19:11needs to look like what it needs to feel
- 00:19:13like like let's just strip it down to
- 00:19:15its Bare Bones can I put something in
- 00:19:17the mail every single month especially
- 00:19:20to my current and prospective referral
- 00:19:23sources okay that's that's really my
- 00:19:25focal point so if we're talking about
- 00:19:26concern of cly you're going to tell me I
- 00:19:28have to send out 2,000 newsletters every
- 00:19:31single month that might put me back
- 00:19:32$2500 to
- 00:19:34$3,000 to say nothing of design costs on
- 00:19:38it yeah that might be a bridge too far
- 00:19:39for a lot of folks but can I get you to
- 00:19:42put together a list of 250 and some of
- 00:19:45my clients have gone as high as 600
- 00:19:47other lawyers professionals and
- 00:19:50Community leaders especially focusing on
- 00:19:52other lawyers and related professionals
- 00:19:55and put something in the mail for them
- 00:19:56every month it could be a postcard it
- 00:19:58could be a simp letter it can be a
- 00:20:00self-folding newsletter I just want you
- 00:20:02to touch them in the mail every month
- 00:20:05because if we do mailed monthly
- 00:20:05newsletter we do a weekly email we're up
- 00:20:08to 64 touch points with past clients and
- 00:20:13referral sources over the course of a
- 00:20:15year and none of your competitors are
- 00:20:19doing that and if you layer on oh also
- 00:20:23I'm publishing on my YouTube channel I'm
- 00:20:26taking some of my long form videos
- 00:20:27moving them into short form and I'm
- 00:20:29doing YouTube shorts I'm doing work on
- 00:20:31Tik Tok as well I'm publishing via X via
- 00:20:36Instagram via Facebook LinkedIn now you
- 00:20:39generate omnipresence and omnipresence
- 00:20:42is another powerful powerful Factor as
- 00:20:45long as it's done with the level of
- 00:20:46intention like Sam doesn't it kind of
- 00:20:48drive you crazy when you see people
- 00:20:49getting started with this and They're
- 00:20:51copying and pasting the same thing that
- 00:20:53they would put on Facebook is like the
- 00:20:55same thing that's on LinkedIn is the
- 00:20:56same thing that's on X and just go
- 00:20:59if you shifted 30% of what you're trying
- 00:21:01to say it would work for the algorithm
- 00:21:03instead you're getting one like across
- 00:21:06seven different platforms and you'd be
- 00:21:08better off figuring out how to get seven
- 00:21:10likes on one platform and then moving on
- 00:21:12to the next eg onone it I see I see head
- 00:21:14nodding so take that idea farther for me
- 00:21:16Sam going all in into one platform
- 00:21:19versus diversifying across multiple
- 00:21:20platforms I've been calling this out
- 00:21:22ever since like five six years ago
- 00:21:23stopped trying to do a little bit of you
- 00:21:25know a lot of things just go all in into
- 00:21:27one platform and just get good at one
- 00:21:29right because it requires there's
- 00:21:31nuances social media is very nuanced and
- 00:21:33there is a game to the madness there are
- 00:21:36little things that you could learn and
- 00:21:38you get better and better if you don't
- 00:21:39believe us look at people that are like
- 00:21:41with big audiences you know they don't
- 00:21:42get there magically or you know it was
- 00:21:44in by luck no there's actually science
- 00:21:47to this um Charlie let's switch over
- 00:21:51to and their polarizing question what's
- 00:21:55currently the biggest scam in law firm
- 00:21:58marketing
- 00:21:59in law oh biggest scam in law firm
- 00:22:04marketing or something that maybe maybe
- 00:22:06a little bit less aggressive but very
- 00:22:09low
- 00:22:10Roi and
- 00:22:13very uh yeah that people
- 00:22:17spend easier I think one of the things
- 00:22:20that frustrates me that I've seen a lot
- 00:22:21of is uh in the last six or seven years
- 00:22:26most of the websites that I look at for
- 00:22:28law firms are pretty good pretty good
- 00:22:32minus some some design tweaks but a oh
- 00:22:37anytime that a oh this actually you know
- 00:22:39what this became very easy as I started
- 00:22:41talking myself into this Sam the
- 00:22:44biggest issue that I take with anything
- 00:22:47is Hefty gatekeeping of digital
- 00:22:51assets that that is one of the worst
- 00:22:53things the you know what we're going to
- 00:22:56set up your Google analytics profile and
- 00:22:57then we're going to own your Google
- 00:22:58analytics profile lawyers do not let
- 00:23:00that happen Law Firm owners do not let
- 00:23:02that happen you own your Google
- 00:23:03analytics account you own your website
- 00:23:07look at those contracts because if that
- 00:23:09contract has their ability to
- 00:23:11essentially pull the rug out from
- 00:23:13underneath you that's not a space you
- 00:23:15want to be involved with because there
- 00:23:16are good reputable players in this space
- 00:23:21who will gladly make you high quality
- 00:23:24websites high quality digital assets
- 00:23:27that they're more than happy for those
- 00:23:28to be yours rather than theirs that
- 00:23:33Sam boy oh boy um even simple things
- 00:23:36like being able to go in and add content
- 00:23:39to your own website being able to update
- 00:23:43a headline uh how many websites oh boy
- 00:23:46how many websites have I reviewed
- 00:23:47recently that the title tags like SEO
- 00:23:51not even acceptable for it to be 101
- 00:23:54like that's the remedial mathematics
- 00:23:56course that you take when you go to
- 00:23:58college and you bombed out on math in
- 00:24:00high school and they're like technically
- 00:24:01we're going to graduate you but you got
- 00:24:02to take like a level zero class in
- 00:24:05college on math that's what title tags
- 00:24:07are SEO wise and yet I still see Law
- 00:24:10Firm websites that cost multiple four or
- 00:24:13even five figures that don't have
- 00:24:17correct title
- 00:24:18tags drives me up a wall the digital
- 00:24:21marketing website development space
- 00:24:22because there are good reputable players
- 00:24:25but there's a lot of folks
- 00:24:28I I know I'm not allowed to have a
- 00:24:29secondary complaint which is why I'm
- 00:24:30going to go really really fast and drop
- 00:24:31this in here right now which is people
- 00:24:33who almost electively choose to not try
- 00:24:36and understand how law firms actually
- 00:24:38work as business models that also really
- 00:24:40bothers me that's a whole episode
- 00:24:45yeah um what's what about you though
- 00:24:48like yeah I I feel like you have to have
- 00:24:50something in mind for sure and it's a
- 00:24:52very controversial uh but I might be one
- 00:24:54of the very few people to kind of call
- 00:24:56it out and I o share because I'm on this
- 00:24:59side I'm on interesting side I'm as a
- 00:25:02law firm owner of five law firms active
- 00:25:04law firm owner pretty active as active
- 00:25:06as it gets um and at the same time being
- 00:25:10on the other side of advising Consulting
- 00:25:13um helping whatever you want to verb you
- 00:25:15want to put in front of it uh to to hear
- 00:25:18the feedback of what they're what law
- 00:25:21form owners are doing what's working
- 00:25:23what's not and over time picking up on
- 00:25:25some patterns over over the years I've
- 00:25:28seen that SEO is a big strap um you know
- 00:25:34yes could there be one out of 10 SEO
- 00:25:36company that's Stellar yes but nine out
- 00:25:40of 10 they're eating your money and
- 00:25:42instead instead if you just take that
- 00:25:44money put it into a higher Roi more
- 00:25:47direct Roi things like ads um like
- 00:25:51Facebook ads Google ads you know Tik Tok
- 00:25:53ads YouTube ads um that usually the ROI
- 00:25:56is significantly more and also gives you
- 00:25:58an opportunity to to scale up from the
- 00:26:00ROI not just get a flat rate Roi um and
- 00:26:04then also a I also we should I you know
- 00:26:09should I spend time and money on SEO or
- 00:26:12should I just go try to get 10 more
- 00:26:14reviews per month and I know if I just
- 00:26:17push if I have a system and I push my
- 00:26:19team to go get get 10 more Google
- 00:26:21reviews that's a lot higher value than
- 00:26:24spending $3,000 $5,000 a month in in SEO
- 00:26:27literally I'll I'll if you're not I'll
- 00:26:29prove it you know let's both build a you
- 00:26:31know Law Firm website you go do SEO I'll
- 00:26:34just go crank out crank out as many
- 00:26:35Google reviews as possible and i' see in
- 00:26:37a year which one it gets more clients so
- 00:26:40it's interesting in in our Catalyst
- 00:26:42program month one we focus on getting
- 00:26:45more referrals month two it's local SEO
- 00:26:49with the biggest thing being going to
- 00:26:50get more reviews I mean I'm with you on
- 00:26:53that there is a point in time where you
- 00:26:54can see some of these very high level
- 00:26:56SEO vendors when you can afford that
- 00:26:59super high level and you're not heavily
- 00:27:01reliant on that SEO that's always the
- 00:27:03thing that makes me nervous is over
- 00:27:04Reliance on SEO as opposed to it being
- 00:27:06one of your many channels uh then it can
- 00:27:09be worthwhile I was just reviewing for a
- 00:27:11client a
- 00:27:12$68,000 a year SEO contract and what I
- 00:27:17what we got to was we don't know how
- 00:27:18success is even being measured this will
- 00:27:20be the third year that he has paid for
- 00:27:22before he's already paid for it right so
- 00:27:24that that that's fine that that's a
- 00:27:26resource that money has now been spent
- 00:27:28if it's going to be spent though let's
- 00:27:30hold them accountable and so he's going
- 00:27:32to be going to this SEO vendor and
- 00:27:33saying great how are we measuring
- 00:27:36success on this obviously it's qualified
- 00:27:38leads cool what are we doing on like
- 00:27:41what what other things are we measuring
- 00:27:44and what's the process for getting to
- 00:27:46success in those measurables that this
- 00:27:49money is being spent
- 00:27:50on and Charlie I'll put it out there
- 00:27:52there's two things that any any law firm
- 00:27:54owner can do to be able to Future proof
- 00:27:57their Law Firm
- 00:27:59um when it comes to SEO and with ch gbt
- 00:28:01and AI affecting things with SEO number
- 00:28:05one is make sure you have a about us
- 00:28:07page that's very comprehensive as
- 00:28:09comprehensive as possible like ideally a
- 00:28:12thousand to 2,000 words about us page
- 00:28:14most people's about us page is just a
- 00:28:16couple paragraphs that's not enough you
- 00:28:17want to feed Ai and chbt as much
- 00:28:20information about you so when let's just
- 00:28:22say somebody goes on on Gemini which is
- 00:28:25Google's AI or chbt to ask about
- 00:28:28you know you know what's the best law
- 00:28:31firm that's the second thing is have a
- 00:28:34page that explains why you're the best
- 00:28:36lawyer in best this type of lawyer in
- 00:28:39this city have a page about that and
- 00:28:42again make that as comprehensive as
- 00:28:43possible have those two pages make sure
- 00:28:45it's very thorough even if you have to
- 00:28:47use chat with to come up with the
- 00:28:49content do that you know put in and then
- 00:28:51put in your own origins in there have
- 00:28:53those two pages if you just do that
- 00:28:54that's a lot more important and a lot
- 00:28:56more valuable than spending again again
- 00:28:59money on SEO that's really smart yeah
- 00:29:01actually I hadn't given consideration to
- 00:29:02that about us page but that is exactly
- 00:29:04where it pulls a lot of that information
- 00:29:06from so yes I hope everyone who's
- 00:29:07listening just please go just go and do
- 00:29:10that that's such an immediately
- 00:29:11actionable thing to go and add to that
- 00:29:14and to create so are you suggesting for
- 00:29:16clarification for everyone are you
- 00:29:18suggesting you weave in the best uh you
- 00:29:21know best option in town language on the
- 00:29:23about us page or is that a second page
- 00:29:25that you should develop yeah I would
- 00:29:26probably do a second page so about us
- 00:29:28page will just be about your law firm
- 00:29:30and then the second one will just be
- 00:29:31about why your Law Firm is the best type
- 00:29:34of that lawyer in that City to give it
- 00:29:37more context again just more context you
- 00:29:39know you could probably combine if you
- 00:29:40really really wanted to but might as
- 00:29:41well just create two very comprehensive
- 00:29:44in our Mastermind group we've had uh
- 00:29:46multiple people now report clients
- 00:29:48saying that they found them on chat GPT
- 00:29:50yep yep there we
- 00:29:52go and also another trick and I know
- 00:29:55Charlie you've been starting to tap into
- 00:29:57it is building gpts yeah right correct
- 00:30:00um the referral system that you
- 00:30:02explained to me have you built a GPT for
- 00:30:04that or are you going to do go do that
- 00:30:05later
- 00:30:07today I love that I love how you did
- 00:30:10that Sam well played uh no interestingly
- 00:30:12enough I do not currently have a GPT for
- 00:30:15that partially because system was yeah I
- 00:30:19will go and fix that yeah I have several
- 00:30:21gpts built I have a Charlie style
- 00:30:24copyrighting GPT I have a couple of
- 00:30:26design gpts that are built for for me I
- 00:30:28created one for intake assessments Etc
- 00:30:31but I mean the the uh referral system
- 00:30:34was created right before the release of
- 00:30:36public gpts so I just didn't go in and
- 00:30:39do that one but you're right Sam way to
- 00:30:42way to put me on blast no I appreciate
- 00:30:43that's actually a good idea thank you
- 00:30:45you know on the first day that gpts got
- 00:30:47uh got released I released 30 gpts that
- 00:30:51same day nice yeah nice I come up with
- 00:30:53the it's once you and I know you have a
- 00:30:55program that teaches uh entrepreneurs
- 00:30:58how to build their gbts I'll try to put
- 00:31:00the link to your website and hopefully
- 00:31:02your website will link it out to all
- 00:31:03these things pretty much easier than
- 00:31:06people uh expect it to be I mean they
- 00:31:08really did make it pretty intuitive
- 00:31:11overall to set up some guard rails give
- 00:31:13it its specific uh objective and to
- 00:31:16upload a lot of information if you have
- 00:31:19existing information to um refine and
- 00:31:22power the GPT like I have clients now
- 00:31:24who have taken a lot of their own
- 00:31:27writing and put it up chat GPT as a way
- 00:31:30for or to create a GPT for say team
- 00:31:33members to get trained on about how they
- 00:31:36do certain things within the firm right
- 00:31:38and it's just if you're the type of firm
- 00:31:41owner who has already created a lot of
- 00:31:42systems or written a lot of content for
- 00:31:44your website whatever it might be you
- 00:31:46can always repurpose these ideas it's
- 00:31:49one thing that I I wish more folks would
- 00:31:51do is understand when you wrote all of
- 00:31:54that when you shot all the videos when
- 00:31:55you created the white paper the Playbook
- 00:31:58the book Etc you created an asset and
- 00:32:01you should always look at your asset
- 00:32:03catalog and go what's next for what I
- 00:32:06already
- 00:32:07made lot easier than building a new
- 00:32:09thing most of the time really um Charlie
- 00:32:13we have a question coming in from
- 00:32:14LinkedIn by the way if as you guys are
- 00:32:16watching us live on YouTube LinkedIn x
- 00:32:18Facebook whatever we are uh we got a
- 00:32:21question it says I increased my budget
- 00:32:23in Facebook ads number of leads did not
- 00:32:25grow by putting more money in should I
- 00:32:28add more labor force you want to give
- 00:32:31your answer and I'll try to give my
- 00:32:32insights too uh wait do we know what
- 00:32:34practice area it was no we do not okay
- 00:32:37but we could probably tell yeah we could
- 00:32:39probably tell some from some some signs
- 00:32:41from the question to where the mindset
- 00:32:43is kind of wrong so I increase the
- 00:32:44Facebook ads budgets the number of leads
- 00:32:46did not grow and the question is by
- 00:32:48putting more money in the ads should I
- 00:32:50add more labor
- 00:32:52force that's the question yeah I at
- 00:32:55least in my experience uh there's not a
- 00:32:59linear relationship between directly
- 00:33:01adding money into digital ads and being
- 00:33:05able to exactly say double triple
- 00:33:08quadruple most of the time and again I'm
- 00:33:10speaking from my experience what I have
- 00:33:12seen in most law firms and everything
- 00:33:15should be contextualized with there's
- 00:33:17high levels of variance Sam you're going
- 00:33:19to have great ideas coming in on this as
- 00:33:21well I would first look at it in my
- 00:33:25actually getting people to show up at
- 00:33:26the page am I getting optins on the page
- 00:33:29so if I'm not getting people to show up
- 00:33:30on the page I'm going to assume that my
- 00:33:31ad copy is bad now we we probably should
- 00:33:34reverse it out even further and ask
- 00:33:36about the practice area because look in
- 00:33:39again in my experience say for personal
- 00:33:42injury Facebook has been aside from
- 00:33:45retargeting campaigns not a high value
- 00:33:51uh digital ad space compared to other
- 00:33:54opportunities in a state planning you
- 00:33:57can make uh and again I'm going to speak
- 00:33:59mostly from those core four that I
- 00:34:00talked about for myself estate planning
- 00:34:02is a place that we can see them work in
- 00:34:04terms of direct advertisement to a
- 00:34:06colder list uh in family law I've at
- 00:34:10least experienced a mixed bag in that
- 00:34:13area and in criminal defense because of
- 00:34:15the really rapid turnarounds it's often
- 00:34:17better as a list building tool which I
- 00:34:20do that's one thing that I think is
- 00:34:21missing for many firm owners if we're
- 00:34:23going to go into Facebook ads what is
- 00:34:25the uh short-term gain versus verus
- 00:34:28long-term gain of what we're doing so
- 00:34:29all of that considered the Baseline is
- 00:34:32increasing budget does not automatically
- 00:34:35give you more results it is am I
- 00:34:38actually driving clicks and by the way
- 00:34:40it would be worth like learning from
- 00:34:41someone like Sam what you should be
- 00:34:43expecting to pay per click and then pay
- 00:34:45per lead and then you can start doing
- 00:34:47your calculations of cost of acquisition
- 00:34:49for each one of these clients if I am
- 00:34:51getting people to click but they're not
- 00:34:54opting in to whatever it might be maybe
- 00:34:56it's a consultation or it's a book or
- 00:34:58it's a webinar or whatever now I need to
- 00:35:00look at my sales or squeeze page and
- 00:35:03upgrade the copy on that upgrade what
- 00:35:05the offer might be on that and I think a
- 00:35:07lot of people fail to think of it as an
- 00:35:10offer and make my offer really powerful
- 00:35:12and absolutely irresistible you can do
- 00:35:15value stacking bonuses out the wazo or
- 00:35:18offer to fix a very specific issue that
- 00:35:20they are likely experiencing I love
- 00:35:22specificity as a marketing strategy and
- 00:35:25if we are getting people then to opt in
- 00:35:26it's still not paying off I want to know
- 00:35:28what the quality of the people opting in
- 00:35:30is is it a bunch of garbage leads is it
- 00:35:33just a bunch of Bot leads Etc there's so
- 00:35:36many things we have to look at here but
- 00:35:37as a baseline question will raising your
- 00:35:38budget automatically raise results I say
- 00:35:41no so my answer is a little bit more
- 00:35:44technical so specifically for Facebook
- 00:35:47first thing is you want to test with
- 00:35:49Facebook lead forms Facebook lead forms
- 00:35:52doesn't require a landing page U or a
- 00:35:55funnel the funnel is pretty much just
- 00:35:57captured
- 00:35:58uh instead of Facebook so that's the
- 00:35:59first kind of uh thing to look at number
- 00:36:02two is it shouldn't take you long it
- 00:36:04shouldn't take you more than a day to
- 00:36:05know whether Facebook ads is working or
- 00:36:07not as r as it sounds um you want to
- 00:36:09spend enough which is let's just say
- 00:36:13$200 $200 should give you let's just say
- 00:36:1610 leads okay $20 cost per let's just
- 00:36:18say yeah from 10 leads your first thing
- 00:36:21you want to look for is what percentage
- 00:36:23of these leads are qualified from
- 00:36:26Facebook if you get any of them from 10
- 00:36:28to 20% of your leads to be qualified
- 00:36:31great you're on to something if zero of
- 00:36:33them are qualified then that's what you
- 00:36:35want to do is go back to the ads make
- 00:36:37sure that your ads are calling out your
- 00:36:40ideal clients uh in the ad copy in the
- 00:36:43image or the video that's usually what's
- 00:36:45missing usually if you're missing some
- 00:36:47kind of call out uh you want to adjust
- 00:36:49that second thing you can do is to make
- 00:36:52your lead form qualification questions
- 00:36:54more specific to be able to decipher who
- 00:36:57is qualified or not you adjust that
- 00:36:59relaunch see how that goes if you get
- 00:37:02about 10% qualified leads you're on the
- 00:37:03right track then at that point is about
- 00:37:05generating enough qualified leads to see
- 00:37:08what your conversion rate is from those
- 00:37:11qualified leads to get them to sign up
- 00:37:13um so you take a very systematic
- 00:37:15step-by-step approach first am I
- 00:37:17generating qualify leads and then from
- 00:37:19that am i setting up clients from this
- 00:37:21and from there you scale up um Charlie
- 00:37:23I've probably entered over my years you
- 00:37:26know 40 different practice types 40
- 00:37:28different niches that I've tested out
- 00:37:29different things over time I found out
- 00:37:30that things are a lot more Universal
- 00:37:33than I than I than you know I could
- 00:37:35imagine and over time you pick up on
- 00:37:37these Frameworks you know that you know
- 00:37:40for marketing you're always targeting
- 00:37:41certain type of people so you need to
- 00:37:43know who those people are then they have
- 00:37:44qualifications so you know to know what
- 00:37:46your qualification questions are then
- 00:37:48you need hooks which are different
- 00:37:50messages that you're going to be testing
- 00:37:51out then you also want to be mindful of
- 00:37:54what the your prospects or clients are
- 00:37:56going to be getting on the back what's
- 00:37:58the result basically um and then you try
- 00:38:00to incorporate some social proof in your
- 00:38:02ads oh yeah these all these things
- 00:38:04doesn't matter whether you know Au said
- 00:38:07immigration law immigration law or
- 00:38:10personal injury or whatever you want to
- 00:38:11say it's the same exact kind of things
- 00:38:13as I kind of mentioned um good news for
- 00:38:16you of man immigration should be very
- 00:38:18easy uh to generate I'll double thumbs
- 00:38:20up that I know people who actively get
- 00:38:23leads tons of leads on immigration on
- 00:38:25Facebook yeah yeah yeah yeah yeah should
- 00:38:27be pretty easy it just takes a little
- 00:38:29bit more understanding of this whole
- 00:38:30system if you're are a lawyer then our
- 00:38:32program is made tailored just for you
- 00:38:34know running a lot of ads um so I would
- 00:38:37highly recommend just going there to
- 00:38:38myal academy.com to book a call to speak
- 00:38:40to us yeah yeah yeah and by the way I'll
- 00:38:42second that uh go check out what Sam's
- 00:38:44doing with that stuff uh there
- 00:38:47there's it's all that technical stuff
- 00:38:50that you just heard Sam talk about it's
- 00:38:52not it used to Facebook used to be a
- 00:38:54little bit more approachable um and
- 00:38:56they've done stuff to make parts of it
- 00:38:57easier and parts of it a little bit more
- 00:38:59complicated I remember when you could
- 00:39:00just upload a big old list you could
- 00:39:02kind of click on like other pages that
- 00:39:04to advertise towards and it was off to
- 00:39:06races and we were buying leads uh you
- 00:39:09know back at the company I was with
- 00:39:11previously for like a buck 50 a pop of
- 00:39:13decent leads and it's not as easy these
- 00:39:15days but that's the good news if it's
- 00:39:17not as easy these days most people are
- 00:39:19doing very sloppy advertising on there
- 00:39:22and if you get you know a little bit
- 00:39:23more intentional listen to some of the
- 00:39:24stuff that Sam's talking about uh
- 00:39:26especially you if you combine what Sam's
- 00:39:28talking about you you also start
- 00:39:30studying some of the Russell Brunson the
- 00:39:31Alex horos of it all which I know that
- 00:39:32you're a student of as well Sam and
- 00:39:34layer in those concepts with Sam's
- 00:39:36framework like you're increasing your
- 00:39:37odds repeatedly of success and then it
- 00:39:40becomes a question of do I have the
- 00:39:42stomach to stay in the game look at my
- 00:39:44data and get better at this over time or
- 00:39:47are you just hoping for a quick cash out
- 00:39:49in the first week because if that's the
- 00:39:51case I mean I don't that's going to be
- 00:39:53trickier yeah and Charlie you mentioned
- 00:39:56personal injury and Facebook ads yeah um
- 00:39:58the Nuance is you got to know what
- 00:39:59you're doing for people that know what
- 00:40:01they're doing they're killing it with
- 00:40:02Facebook ads uh generating car accident
- 00:40:04clients and it's something that I I
- 00:40:07started sharing about three years ago
- 00:40:09and our our members have killed it over
- 00:40:11the years you know hundreds of clients
- 00:40:12generated from face ads um awesome and
- 00:40:15that's why I always say like in my
- 00:40:17experience because I am always open to
- 00:40:20being proven wrong right I because at
- 00:40:23the end of the day I want law firms to
- 00:40:24succeed if it's if it's by finding out
- 00:40:26new information like this right here
- 00:40:30fantastic Charlie what's the most common
- 00:40:33mistake the law from owners
- 00:40:34make uh not being consistent with
- 00:40:37marketing um exactly what we were just
- 00:40:40talking about there you know they they
- 00:40:41look at it as a uh oh I'm going to do
- 00:40:44one LinkedIn post and it's going to get
- 00:40:45100,000 Impressions it's going to get a
- 00:40:47th000 likes I'm going to be the next
- 00:40:48viral sensation and all the referrals
- 00:40:50are going to come to me no you're G to
- 00:40:53press post and a little puff of smoke
- 00:40:55and dust is gonna go p
- 00:40:58and it's going to
- 00:40:59fail but we know that it works over time
- 00:41:02the first time that you press publish on
- 00:41:03a video it's going to get five reviews
- 00:41:06and three of those are going to be from
- 00:41:08you watching your own video are you
- 00:41:10going to keep doing it over time it's
- 00:41:12actually why it's important to start up
- 00:41:14front you know the pick that platform
- 00:41:17that you're going to focus on if you
- 00:41:19know that it it it is strong for your
- 00:41:21potential audience and you have a
- 00:41:23strategy behind it stay in the game the
- 00:41:26weekly email I was joking with a client
- 00:41:28the other day I was like look the the
- 00:41:29two hardest emails to press send on are
- 00:41:32the first one and then just about the
- 00:41:34seventh one because you get to number
- 00:41:36seven and you're like H can I skip this
- 00:41:39week and as soon as you skip that week
- 00:41:41it's all over and then you're like email
- 00:41:43doesn't email marketing doesn't work
- 00:41:46yeah it doesn't often work in the first
- 00:41:48six weeks it's a longer play than that
- 00:41:50so consistency that's my number one
- 00:41:51thing what about you I want to I'm going
- 00:41:54to add to your point um 80% of the
- 00:41:57result that you get is just the fact
- 00:41:58that you're doing it and 20% is how well
- 00:42:01you do it so b as well just do it then
- 00:42:03is B than perfer kind of mentality what
- 00:42:05was my own question
- 00:42:07Charlie what's the what's the number one
- 00:42:10mistake that you see Law Firm marketers
- 00:42:12making um
- 00:42:15overthinking oh that's a good one
- 00:42:18yeah yeah truly and that that that goes
- 00:42:21into the consistency thing they get they
- 00:42:23really do um and it's not only a law
- 00:42:26firm owner thing I mean I know that you
- 00:42:28and I both are sort of
- 00:42:29multi-disciplinary people and we've seen
- 00:42:31it in other businesses as well the
- 00:42:33person who I talked about earlier part
- 00:42:35of the reason they won't press send it's
- 00:42:36not only fear of putting themselves out
- 00:42:38there it is okay but like what's the
- 00:42:40message supposed to be how how exactly
- 00:42:43do I write this I don't know just write
- 00:42:44it press publish and then start studying
- 00:42:46your results that's the beauty of social
- 00:42:48media you get to run tests on messages
- 00:42:51every single day and when one pops now
- 00:42:55you rotate it into an even higher level
- 00:42:58uh Marketing System for yourself and
- 00:43:00when it continues to perform up there
- 00:43:01now we're going to put ad dollars behind
- 00:43:04that as well I'll also sneak in here in
- 00:43:06some cases if you want to get results
- 00:43:08fast you just go straight to add dollars
- 00:43:10you put money into it and you create
- 00:43:12your rapid fire test engine but for
- 00:43:14those who need the ramping up process
- 00:43:16you can do what I just talked about nice
- 00:43:19uh Charlie what's the number one trait
- 00:43:21that the most successful law F owners
- 00:43:25share this a good questions with it
- 00:43:27right Charlie yeah they really are I was
- 00:43:30telling by the way while you're thinking
- 00:43:32I was telling Charlie earlier that
- 00:43:33you're the best interviewer in our space
- 00:43:36By the way just a shout out to H your
- 00:43:39podcast you want to give yourself a
- 00:43:41shout out for your podcast so we get
- 00:43:43absolutely they don't teach this in law
- 00:43:45school go listen to it Sam has a recent
- 00:43:47episode that's up there that I think is
- 00:43:49just absolutely killer in terms of
- 00:43:51talking about that copy and paste
- 00:43:52marketing that we discussed earlier um
- 00:43:55and actually in terms of the trait I
- 00:43:57I'll look at a trait that I know that
- 00:44:00you have um which I have a question for
- 00:44:02you about which the number one trait is
- 00:44:06the I'll say openness to adopt an
- 00:44:10entrepreneur first identity and
- 00:44:14mindset that's that would be what I put
- 00:44:17as my my number one trait and I'm I
- 00:44:19start from the point of openness because
- 00:44:22openness doesn't guarantee that it will
- 00:44:23happen but it at least allows for the
- 00:44:26opportunity
- 00:44:27for it to happen so I I see some head
- 00:44:31nods right there Sam so I mean do you
- 00:44:33agree you want to layer on build on that
- 00:44:36if I have to give an answer that'll be
- 00:44:37the same same answer too open-mindedness
- 00:44:39basically all starts from there as you
- 00:44:41were saying starts from there you got to
- 00:44:43be open-minded for you to learn for you
- 00:44:46to grow for you to be able to network
- 00:44:49with other people um and be able to
- 00:44:51learn from each other and R rub from
- 00:44:53each other but if you don't if you're
- 00:44:55closing yourself off and I think ego is
- 00:44:57the issue Charlie right the ego right
- 00:45:00the you know whatever and most people
- 00:45:02don't don't um admit it's ego it's just
- 00:45:05it's very deep like you got to go really
- 00:45:06deep to realize all all of the you know
- 00:45:09what prevents us from growth ultimately
- 00:45:11I think is is the biggest thing is ego
- 00:45:14but once you get over that and you just
- 00:45:17let go basically then that's where you
- 00:45:20you tap into the infinite of
- 00:45:23possibilities um your mind expands the
- 00:45:26abundance it kind of opens up then you
- 00:45:28realize that there's there's a lot to do
- 00:45:30there's a lot to achieve there's a lot
- 00:45:31to grow to there's a lot to
- 00:45:34adapt and then also being as you said
- 00:45:36Being able being willing to adapt on the
- 00:45:39go on a daily basis be be willing to
- 00:45:42reinvent yourself be willing to let go
- 00:45:44of your past and continuously
- 00:45:46continuously being continuous minded
- 00:45:49basically there's there's so much more
- 00:45:52in our control about our future than
- 00:45:55most people believe at the start of any
- 00:45:58one of these entrepreneurial Journeys we
- 00:46:00think that oh my God we're going to put
- 00:46:01ourselves out there and hopefully the
- 00:46:03market is willing to accept us and yeah
- 00:46:06like just go do it make the market for
- 00:46:11yourself be present show up no one is
- 00:46:16waiting around to go Sam you are now
- 00:46:20allowed to enter this Marketplace and
- 00:46:22you will be successful because I have
- 00:46:24said so now I will say I think sometimes
- 00:46:25the bar association want wants to paint
- 00:46:27it that way so that way they can keep
- 00:46:29the existing uh you know Ivory Tower
- 00:46:32powers in control but the truth there no
- 00:46:34one no there is no actual gatekeeper
- 00:46:38right there it is entirely incumbent on
- 00:46:40you to say I'm allowed to control my
- 00:46:42future I am allowed to communicate with
- 00:46:44people I am allowed to Market myself I
- 00:46:46am allowed to provide a level of quality
- 00:46:48in my services that seems of an absurd
- 00:46:51degree of value you can you get to make
- 00:46:54all those choices and of course
- 00:46:56throughout it all number one thing you
- 00:46:58have control over is how you respond to
- 00:47:01all of it as well during the adver
- 00:47:03adversity first off yes it's okay to
- 00:47:06feel down it's going to happen
- 00:47:09throughout life you get hit with moments
- 00:47:12that are bigger emotionally for you than
- 00:47:15any you have ever experienced in the
- 00:47:16past and you will be brought down in
- 00:47:19those moments the question is how do you
- 00:47:22respond there can you refocus and say
- 00:47:25you know what how do I approach this as
- 00:47:27an entrepreneur not just as a lawyer but
- 00:47:29I'm an entrepreneur I have this wide
- 00:47:31openen world available to me of what I
- 00:47:32can do for myself uh to the benefit of
- 00:47:35myself my family my team and my clients
- 00:47:37what can I do today to turn that around
- 00:47:39well there's at least one thing that I
- 00:47:41can control so I'm going to do that gosh
- 00:47:42darn it and I'm gonna fall back on that
- 00:47:45for today and today still going to
- 00:47:46really hurt because it was really tough
- 00:47:48we had a terrible quarter that I didn't
- 00:47:50see coming because I haven't been
- 00:47:51tracking my numbers as well as I should
- 00:47:52and I didn't see the operational hiccup
- 00:47:55that was going to
- 00:47:57end up costing me 50% of my expected
- 00:47:59Revenue how do I deal with that I'm
- 00:48:01going to fix problems today and it's
- 00:48:03bigger than anything I've ever dealt
- 00:48:05with here's the good news next time you
- 00:48:06deal with that won't be as bad you'll be
- 00:48:09able to get through it easier but then
- 00:48:11something else is going to come along to
- 00:48:12kick you right in the teeth right isn't
- 00:48:14that the fun of Entrepreneurship Sam is
- 00:48:15we're always finding out what's gonna
- 00:48:17kick us in the teeth and after a couple
- 00:48:18years you just uh nothing will phase you
- 00:48:20y yep oh right this again okay cool I'm
- 00:48:24about to learn a new lesson uh as uh
- 00:48:27in the maker space there's this
- 00:48:28gentleman named Jimmy Desta who's called
- 00:48:30The Godfather of makers uh you know
- 00:48:32woodworking leathercraft metal working
- 00:48:35Etc really interesting individual he's
- 00:48:37had shows on Netflix uh HGTV all these
- 00:48:40other networks and he the phrase he says
- 00:48:43is uh you go to school on the first
- 00:48:46one you learn your lessons right you go
- 00:48:48to school on the first ones you're going
- 00:48:49to learn your hard lessons that's your
- 00:48:52tuition to get better at the game going
- 00:48:54back to consistency a lot of people
- 00:48:56people hit that first point of needing
- 00:48:58to pay their tuition which is often an
- 00:49:00intellectual and emotional
- 00:49:02tuition and they're like ah you know
- 00:49:04what cash out my chips I'm good I don't
- 00:49:06want to go any farther into that deep
- 00:49:07deep Abyss so I'll stay where it's safe
- 00:49:10just keep going it gets better amazing
- 00:49:15preach and Charlie what's one thing they
- 00:49:18don't teach you in law
- 00:49:19school oh one thing they don't teach you
- 00:49:22in law school don't don't tell me that
- 00:49:25that was a surprise for you
- 00:49:27so here's the funny part I I think I've
- 00:49:29only had one other person try and ask
- 00:49:31that question back at me and whenever I
- 00:49:32hear that question the debate that I
- 00:49:34have Sam is like do I go with really
- 00:49:36really obscure like what they don't
- 00:49:39teach you in law school is the
- 00:49:40difference between full grain and top
- 00:49:43grain leather they don't teach you that
- 00:49:44in law school sam and the truth is is
- 00:49:47well top grain sounds better full grain
- 00:49:51is actually the superior leather full so
- 00:49:54what they do is full grain leather is
- 00:49:57the whole hide it is the actual leather
- 00:50:00the skin of the animal tanned Etc
- 00:50:03prepared all that top grain leather
- 00:50:05actually technically takes off a bit of
- 00:50:08that top shell in order to have this
- 00:50:10perfectly even smooth layer and well
- 00:50:13that is still really nice if you want
- 00:50:15the OG unbreakable this is what they
- 00:50:17made Saddles out of and your bag your
- 00:50:20wallet Etc last forever you go with full
- 00:50:23grain leather and none of that suede oh
- 00:50:27related to that genuine leather is a
- 00:50:29marketing term genuine leather just
- 00:50:32means that they took a lot of leather
- 00:50:34scraps basically shredded them up and
- 00:50:36remade it into a leather
- 00:50:40composite anything else about law from
- 00:50:45growth uh yeah I mean the one that I I
- 00:50:49love to go to is um they don't tell you
- 00:50:54that you are now St starting to adopt an
- 00:50:57identity as a lawyer more and more as
- 00:51:00you go throughout law school that will
- 00:51:02be your best friend and your worst enemy
- 00:51:06depending on where you are in your
- 00:51:08journey and they don't specifically talk
- 00:51:10about how to be expansive in who you are
- 00:51:14and how to uh learn new skills and how
- 00:51:19much going outside the realm of law will
- 00:51:22benefit everything that you do within
- 00:51:24the realm of law when I see a lot of
- 00:51:28incredible say trial attorneys Etc while
- 00:51:30they are committed students to law then
- 00:51:33oftentimes the number of hobbies and
- 00:51:35even deep interests in hobbies that they
- 00:51:37have are also to a pretty high degree
- 00:51:40because they are extremely curious
- 00:51:42person people who round themselves out
- 00:51:45and construct additional components of
- 00:51:47their identity that feed back into the
- 00:51:50core sense of self so they don't teach
- 00:51:52that in law school what's the first step
- 00:51:55before that
- 00:51:57first step for that
- 00:52:01is honestly it's the old AA thing you
- 00:52:05have to know you have a problem you have
- 00:52:07to accept that that's the issue and you
- 00:52:09have to F start looking at some of what
- 00:52:12you do some of the decisions that you
- 00:52:13make and ask yourself am I making the
- 00:52:17decision because I'm a lawyer and
- 00:52:19therefore that's the decision I'm
- 00:52:21supposed to make because I'm a lawyer or
- 00:52:23am I making the decision against other
- 00:52:26principles and ideas that I have pulled
- 00:52:29together in my life from sources that I
- 00:52:31know trust and respect when you start
- 00:52:34making decisions from a High Principal
- 00:52:36level continually that will help you
- 00:52:38rebuild your identity into a person who
- 00:52:41I believe truly can be an even better
- 00:52:43practitioner at Law at least in the
- 00:52:45experience I have in working with my
- 00:52:47coaching clients those who are say well
- 00:52:51read of stoicism is kind of the the one
- 00:52:53of the most popular ones but they're
- 00:52:54well read on stoicism it them to
- 00:52:56potentially be an even better
- 00:52:58representative for the client because
- 00:52:59they don't get phased by what the other
- 00:53:01side does right kind of a cheap example
- 00:53:04there but a good one so if you make
- 00:53:06principal first decisions rather than
- 00:53:08reactive I make this decision because
- 00:53:10I'm a lawyer and within our field we've
- 00:53:12been told this is how we make the
- 00:53:13decision that's how we start it's tough
- 00:53:16It's a conscious process right we're
- 00:53:17taking what is normally a subconscious
- 00:53:20reaction it's a heris response and
- 00:53:23saying wait let's let's add like the
- 00:53:25tiniest pause here and ask why did I
- 00:53:27make the decision that
- 00:53:29way once you fully accept yourself
- 00:53:32completely that's when the world starts
- 00:53:35you know fully accepting you for who you
- 00:53:37are yeah ear what's the best way for
- 00:53:40people to reach out to you and who are
- 00:53:41your ideal clients that that should come
- 00:53:43and book a time with you absolutely so
- 00:53:47if you are a law firm owner who is
- 00:53:49between about $300,000 to $900,000 per
- 00:53:53year in Revenue go to law firm
- 00:53:55alchemy.com and depending on where you
- 00:53:57are in your journey you either want to
- 00:53:58grab one of our free resources like the
- 00:54:00referral marketing Playbook or you'll be
- 00:54:02prepared to go you know what I'm ready
- 00:54:04to be a highlevel person I'm already a
- 00:54:07student of Sams and I'm going to stay a
- 00:54:08student of Sams in my legal Academy but
- 00:54:10I'm going to layer on the Catalyst
- 00:54:12program over here and combine these
- 00:54:13ideas together by the way I have a rule
- 00:54:15you don't do something like Drop Sam's
- 00:54:17program and start oh let's see what
- 00:54:19catalyst is about you do multiple at the
- 00:54:21same time I'm a multiple student uh you
- 00:54:23know look I'm saying that for real my
- 00:54:25best clients are folks who are
- 00:54:27participating in other spaces as
- 00:54:29well excuse me if you are someone who is
- 00:54:32say a million or above first off jump
- 00:54:35right into Catalyst you're ready for it
- 00:54:37but also reach out and see if I have any
- 00:54:39openings on uh private coaching at the
- 00:54:41very least it's an opportunity to get on
- 00:54:42the wait list I am fully booked right
- 00:54:44now but there is an active weit list and
- 00:54:46it is first come first serve if you are
- 00:54:48in catalyst so that's my recommendation
- 00:54:50everyone listening amazing amazing and I
- 00:54:52highly recommend Charlie's uh and and I
- 00:54:54can attest to Charlie's
- 00:54:57um long-term kind of mindset and his
- 00:54:59heart is into everything that he does um
- 00:55:02Charlie I look forward to meeting you in
- 00:55:03person and having some drinks together
- 00:55:05thank you so much got you Sam appreciate
- 00:55:07you this has been amazing thank you my
- 00:55:09friend
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