July 21, 2025 • 17 mins
Stop Chasing Every New Marketing Trend
You've seen it happen. A new social platform launches, a competitor raves about some shiny marketing tool, or your inbox floods with breathless pitches about "the next big thing" in legal marketing. That familiar panic sets in – are we falling behind? Should we be doing this too?
Ready to build marketing that compounds rather than constantly starting over? Stop spreading yourself thin trying to look cutting-edge, and instead master the fundamentals that actually generate clients. Because in legal marketing, the firms that win aren't those who tried everything – they're the ones who mastered what matters.
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Episode Transcript
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Speaker 1 (00:05):
Stop chasing every new marketing trend.
Welcome to Legal Marketing 101.
I'm Toby Rosen.
Every time a new app or a newplatform or a new buzzword even
drops on the internet, I get ahundred emails from people like
you law firm partners that areasking, hey, should we be doing
this?
Can you get this started for us?
(00:26):
How much is this going to cost?
Are my competitors doing this?
And for most of these guys andladies I mean, I'm very much a
using guys and dudes kind ofperson indiscriminately.
For most of you, I have to dothis little song and dance about
yeah, this platform is reallycool and this is a lot of
potential and it's something wedefinitely should be looking
(00:47):
into, but you still need to workon getting Google reviews, or
you still need to do the videowe talked about, or you still
need to look at this contentthat I sent you.
And yeah, that's typical, right?
There's always some fundamentalthing that whichever attorney
I'm working with owes me, and Ihave to redirect them into that
(01:08):
instead of saying, yeah, thisreally cool new AI platform for
local looks great, because itprobably does look great and I'm
going to go look at it andfigure out if it works for
anybody, but it is probably notfor you.
And look this whole episode.
This is not anti-innovation.
Yeah, there's going to be alittle bit of cognitive
dissonance and weirdnessthroughout this, but there is a
(01:29):
really big reason why it doesn'tmake sense to just go chasing
after every new trend Because,let's be honest, we have all had
that moment.
The new platform launches acompetitor, posts about some
shiny thing or tells you aboutit at lunch or over coffee, or a
marketing agency hits yourinbox with this breathless pitch
this is the future.
If your firm isn't doing thisyet, you're completely behind
(01:52):
all your competitors and justlike that, the panic sets in.
I know, I deal with it everyday.
That is FOMO marketing inaction.
It's the fear of missing out.
And it's powerful because ittaps into something incredibly
real to a lot of us.
None of us want to feel likewe're slipping behind the curve,
especially when we're in anindustry as competitive as law.
(02:12):
So we chase, we experiment, wetry to go back and forth and,
you know, do a bunch of testswithout actually doing the test
properly, and we burn our budgettrying to keep up, even when we
may not actually know whatwe're chasing or why.
And the legal marketing worlddoesn't make it easy to resist.
Influencers and agencies and meall of us are out here treating
(02:34):
every new trend like it is thesecond coming of Google.
Jesus.
You need a vertical videostrategy.
Your firm has to be postingthree times a day on TikTok.
Have you ever launched apodcast in the metaverse?
It sounds ridiculous when youput it in a row like that, but
in the moment, you guys do getswept up in the buzz.
I mean, we all get swept up inthis buzz.
It's easy to, and especiallywhen those ideas are dressed up
(02:57):
with these charts and casestudies and numbers and look,
marketers can be really good attheir job sometimes and it's
normal to feel annoyed when youget sucked in.
But the reality is it's.
You know it's designed to suckyou in.
But here's the thing this is abig trap.
It is misplaced envy.
You see another firm winningbig on social media or getting
(03:18):
press attention and yourassumption has to be oh, they
must be doing something new orbetter or different.
So we copy the surface leveltactics they're using instead of
digging deeper.
Maybe that firm's success isbecause they joined a trend, or
is it because they, you know,they dialed in their intake
system, their clear brand, theirconsistent messaging, their
(03:38):
fundamentals.
These trends are flashy, butthe foundations that every firm
that's doing well has, they'reinvisible.
But these foundations are thedifference between just making a
lot of noise and actuallygetting some traction, and
sometimes chasing these trends,especially when you guys bring
them to me after seeing it onInstagram or TikTok or whatever.
(04:01):
It's not even about results,it's about the appearance.
We want to look modern, we wantto feel like we're doing
cutting edge marketing, andthere is nothing wrong with
being innovative.
I said that up top.
I like innovation.
I want to test and get betterall the time.
But if we're really honest here, looking modern and being
effective are two very differentgoals and often I shouldn't say
(04:23):
often, but sometimes they pullin pretty opposite directions,
and this isn't a rant againstnew things.
I really feel I should makethat clear.
Experimentation is how we grow.
I talk about A-B testing allthe time.
But if your marketing strategyis just becoming this revolving
door of different marketingtrends, then you're not building
, You're reacting and you're notreally building up.
(04:46):
And in the legal, thank you.
So I know we've all done this,but if you've ever jumped onto a
trend without a plan, then,yeah, you're not alone, because
now it's time to rethink theimpulse.
(05:08):
We're all going to do thistogether and we are going to
start building smarter, chasingevery shiny new marketing trend.
The cost of this is not just theobvious cost, it's the not just
the ad spend, the softwaresubscriptions the real price is
this compound damage it doesover time.
Software subscriptions the realprice is this compound damage
it does over time.
First, there is the time andbudget dilution.
So when we're dabbling in fivedifferent platforms, we're
(05:29):
testing two or three new toolsevery month, we're launching
campaigns that we're maybe not100% committed to and we're
spreading our resourcesincredibly thin and unlike the
long-term channels that like SEO, email nurturing, review
generation, referral networks,these trendy tactics whatever
video thing it is, or whateveryou know hack that you found on
(05:51):
TikTok, they just don't reallycompound.
That's the thing.
You're trading this depth forwidth, and in marketing, width
without depth is usually justnoise.
We can throw it out there, butif we don't throw it out there
10 times a day, it's a problem.
And then there's the brandconfusion.
Again, I'm not the brand guy,but we're going to talk about
(06:12):
each new trend that you do here.
It has a voice.
It brings a new voice to thetable.
It brings, maybe, a newaesthetic, a new way of showing
up online.
So one week, you're postingthese polished client wins on
LinkedIn.
Next week, your intern istrying to make you go viral on
reels with legal memes.
Look, there's a lot of thingsthat we can be doing here, but
(06:32):
the bottom line is that none ofit really connects.
Your brand starts to feel likethis patchwork of personalities
and voices and it's not thistrusted, cohesive presence we
want to put forward.
And if you're confused by yourown messaging, geez man, think
about how your clients feel,because your team also is going
to feel it.
Yeah, one of them is going tobe pushing this, but your team
(06:53):
is going to feel this too.
The trend chasing createswhiplash.
One day, they're learning howto edit vertical video.
Next, they're setting up achatbot lead gen funnel and
there's no time for them toactually get good at anything.
There's just this constant loopof learning, launching and
abandoning, and that is thechaos that leads to burnout and
disengagement fast.
And the last big caveat here orthe big issue, I guess, is a
(07:15):
better word the trend chasing.
It steals focus from the boringbut powerful stuff we really
need to be working on Tighteningup our intake process, refining
our GBP, actually following upwith leads.
Yeah, they're not excitingbecause it's real work, but
these are the things that growsfirms.
If you're too busy keeping upwith all the TikTok trends to
nail following up with yourclients, you are not just
(07:39):
missing out, you are fallingbehind, and I know that's what
the marketing guy said to getyou on TikTok.
But the reality is there's somemore important things.
So if we're not going to bechasing trends all the time,
what are those more importantthings?
What should we be doing?
So let's talk about the 80-20rule.
This can be a really simple,really powerful framework for
(08:00):
our marketing that keeps usgrounded, focused and keeps us
focused on scalable things.
So it's obviously very common.
It's not flashy, but it works.
So here's the idea 80% of ourmarketing energy, time and
budget should go towards theproven channels that align with
our firm's actual goals.
So instead of 20% doing theheavy lifting for the other 80%,
(08:21):
we want this to actually be the80% being the 80%.
So this means we're doingthings like content, search
engine optimization,pay-per-click ads only when
they're targeted and trackable,referral systems that are
actually nurturing existingsources and yielding good
results.
Reviews that are buildingsocial proof and trust on Google
and on other platforms, andfocusing on marketing automation
(08:44):
that keeps our team out of theweeds and keeps our prospects
engaged.
That's the foundation, that isthe 80% we're going to work on,
and, yes, it's the boring stuff,but everything else is.
I mean, even pay-per-click iskind of a trend.
So these things compound overtime and it's not sexy to do it,
but it does perform.
Once we dial that in, then wemove to the fun zone, the 20%,
(09:08):
that last 20% of our budget andour time.
That's where we can try newthings, we can test fresh ideas,
explore platforms.
That might be the next bigthing.
Maybe we experiment with TikTokor threads or AI-powered
avatars on the website.
There are a million things youcould do a geofencing campaign
around your local courthouse forcar accidents.
(09:29):
But here's the key.
We are only going to move tothe sandbox after the house is
built.
We do that 80% first and thenwe get to the fun stuff.
Everybody else too many firmstoo many I mean people in
general they are flipping thatratio.
They are spending 80% of theirenergy chasing whatever's new
and then they end up with ahouse made out of like cardboard
(09:52):
and Lincoln logs, no foundationunder it and a bunch of
half-built experiments lyingaround and you cannot scale this
.
You can't scale chaos and youcan't grow on guesswork.
That's why we constantly talkabout A-B testing.
We're using the 80-20 rulebecause it's going to force us
to ask better questions Notwhat's trending right now, but
(10:13):
what's actually working for usand particularly, where are we
leaking clients?
That is how firms make seriousprogress.
You focus on the things thatcompound Visibility, clarity,
trust, ease of conversion.
These are timeless principlesand, unlike trends, they are
never going out of style,because the truth is that firms
(10:34):
that win in legal marketingdon't win because they tried
everything.
It's basically never that.
I don't think I've ever talkedto a firm who tried everything
and was successful.
The firms I talk to that aresuccessful are winning because
they master the few things thatreally matter to them.
It depends on their market, ontheir vibe, all these things
(10:54):
that go into a firm.
But what they did is they gotconsistent, they tracked the
results, they built systems andthen they layered in the
creativity.
I'm sorry, but it just doesn'twork the other way around.
So if you're feeling like yourmarketing is all over the place.
Start here.
Get your 80% locked in, thenyou can afford to be playful
(11:15):
with that 20%.
That's where our real leveragelives.
So let's take a break and let'szoom out for a second.
When you strip away the noise,the social trends, the AI hype I
mean, I'm a contributor to this, for sure All the hot new ad
formats, everything like that,what is actually moving the
needle for your law firm?
What is driving real growth,not just attention?
(11:36):
The answer in 99% of cases isactually kind of deceptively
simple.
It's three things systems,assets and trust.
So let's start with systems.
Systems beats hacks everysingle time.
Hacks are temporary systemsscale.
Let's start with intake.
Think intake.
If your team doesn't have areliable process for responding
(11:59):
to leads within five or sevenminutes or worse, if you don't
know how long it takes torespond, you have a conversion
leak.
There is no TikTok campaign inthe world that is going to fix
the fact that your team's notfollowing up with clients.
Let's look at your CRM.
A well-setup CRM is not just aglorified contact list.
It is your command center.
(12:21):
It tells you where leads camefrom, who followed up, who
ghosted, who needs a check-in,who's ready to sign, how much
they pay.
All of these things.
It turns chaos into clarity ina spreadsheet.
And then there's nurturing.
This one's really big.
Whether it's automated emailsto cold leads, handwritten thank
yous to new clients, quarterlycheck-ins with top referrers,
(12:42):
any of these things.
This is the kind of consistencythat builds serious momentum.
These are the quiet systemsthat generate compounding
results and pay for your dumbTikTok ideas.
So next let's talk about assets,and this is not content for
content's sake I don't want totalk about.
Oh, let's build video, andlater we could put it on TikTok.
(13:02):
But real assets and yes, thereis a significant difference here
.
A real asset here is somethinglike a high converting landing
page that turns a Google searchinto a signed client.
An asset could be a sharp 90second explainer video on your
homepage that builds instanttrust.
An asset could be a crystalclear call to action on every
(13:26):
page of your website.
These things are working foryou 24-7.
They compound, they're not loud, but they are powerful.
Now let's compare that to themarketing noise we see every day
A half-baked Instagram reel, aone-off webinar with no comments
, nothing on it, a blog postthat's could literally have just
been written to feed intoGoogle without a human ever
(13:49):
really reading it and withobviously no point of view.
All of that stuff might feelproductive from a sort of junior
marketing perspective, but weare not building any equity here
.
That's the biggest problem is,you are spending money and you
are spending time on this and ina crowded market, attention
without trust, big dead end.
And now let's talk about thattrust, because this is where all
(14:12):
of this long game pays off.
Trust does not come from theclever slogans, no matter how
good I'm loving it is.
Trust comes from consistencythat at this McDonald's, at that
McDonald's, at the McDonald's500 miles away, it's going to
taste the same no comment onwhat it tastes like Every time
they serve one of those 1billion hamburgers.
That company I'm referring tois delivering a clear message
(14:36):
over and over again, and they'redoing it across every channel,
not just the burger.
They're doing it on theirwebsite, in their advertising,
in their delivery calls, intheir social media and for you
that means intakes, socialfollow-ups, because you don't
need a new voice every quarter.
I'm pretty sure the Hamburglarhas been around for like a
really long time.
(14:57):
You just need one voice, youneed to dial it in and you need
to make sure that it makes yourclients feel seen and safe and
and helpful content.
That's a big trust builder too.
If you want to do content, I'mnot saying don't, but it's just
about doing something that's alittle bit better than the whole
.
Like let's write a 2000 wordFAQ that no one's ever going to
(15:17):
read.
What we really want to be doingis writing practical, human
content.
A checklist to prep for acustody hearing, a three-minute
video on exactly what to expectin mediation, a story about how
you helped a client navigate atricky situation, shared,
obviously, with their permission.
These are the things that makepeople say, okay, I get this, I
(15:39):
trust this guy.
And with all the talk ofautomation for all these things,
I should also sort of hit homethe point that personalized
outreach matters so much morethan firms realize.
And yes, it can be automated.
But let's just highlight whatit is Short email from a partner
to a past client or to areferral source.
These things lead to six figure,seven figure, sometimes cases.
(16:02):
A voicemail to a lead whodidn't hire you, even just to
say you know what?
There's no hard feelings, ifyou need us, you can still reach
out.
This might be the differencebetween complete crickets
somebody who just walked out thedoor and someone who turns
around and says actually, youknow what, you guys are a good
fit.
But finally, let's not forgetabout the platforms that we know
(16:24):
really work Google, youtube,email referrals, even Facebook,
instagram.
None of them are really trendyanymore.
I mean, instagram is in acertain demographic but it's not
going to make you feel cuttingedge to have a cool Instagram
strategy.
But if you want predictable,repeatable, long-term growth,
these kinds of platforms Google,email referrals, even YouTube
(16:48):
really these are your bestfriends, because this is where
intent lives.
People go to Google whenthey're ready.
They open email when it feelsrelevant.
They trust referrals way morethan they trust some
advertisement on TV or on youknow connected TV or on Facebook
and YouTube.
I mean people build reallysignificant relationships with
(17:09):
their audiences there beforethey even know they have a
website or a business.
So here's the idea Stop worryingabout what's cool.
You're a lawyer.
You're probably never going tobe cool.
Just focus on what compounds.
We're talking about systems,assets, trust and the platforms
that are consistently deliveringleads.
That's what moves the needlefor our businesses and it's what
(17:32):
stays relevant.
If you want to be a cool lawyer, it usually has something to do
with making money or helpingpeople, and if you can't get
clients in the door, how are yougoing to do either of those?
That's it for Legal Marketing101.
Check out RosenAdvertisingcomfor more Thanks.
Stop chasing every new marketing trend.
Welcome to Legal Marketing 101.
I'm Toby Rosen.
Every time a new app or a newplatform or a new buzzword even
drops on the internet, I get ahundred emails from people like
you law firm partners that areasking, hey, should we be doing
this?
Can you get this started for us?
(00:26):
How much is this going to cost?
Are my competitors doing this?
And for most of these guys andladies I mean, I'm very much a
using guys and dudes kind ofperson indiscriminately.
For most of you, I have to dothis little song and dance about
yeah, this platform is reallycool and this is a lot of
potential and it's something wedefinitely should be looking
(00:47):
into, but you still need to workon getting Google reviews, or
you still need to do the videowe talked about, or you still
need to look at this contentthat I sent you.
And yeah, that's typical, right?
There's always some fundamentalthing that whichever attorney
I'm working with owes me, and Ihave to redirect them into that
(01:08):
instead of saying, yeah, thisreally cool new AI platform for
local looks great, because itprobably does look great and I'm
going to go look at it andfigure out if it works for
anybody, but it is probably notfor you.
And look this whole episode.
This is not anti-innovation.
Yeah, there's going to be alittle bit of cognitive
dissonance and weirdnessthroughout this, but there is a
(01:29):
really big reason why it doesn'tmake sense to just go chasing
after every new trend Because,let's be honest, we have all had
that moment.
The new platform launches acompetitor, posts about some
shiny thing or tells you aboutit at lunch or over coffee, or a
marketing agency hits yourinbox with this breathless pitch
this is the future.
If your firm isn't doing thisyet, you're completely behind
(01:52):
all your competitors and justlike that, the panic sets in.
I know, I deal with it everyday.
That is FOMO marketing inaction.
It's the fear of missing out.
And it's powerful because ittaps into something incredibly
real to a lot of us.
None of us want to feel likewe're slipping behind the curve,
especially when we're in anindustry as competitive as law.
(02:12):
So we chase, we experiment, wetry to go back and forth and,
you know, do a bunch of testswithout actually doing the test
properly, and we burn our budgettrying to keep up, even when we
may not actually know whatwe're chasing or why.
And the legal marketing worlddoesn't make it easy to resist.
Influencers and agencies and meall of us are out here treating
(02:34):
every new trend like it is thesecond coming of Google.
Jesus.
You need a vertical videostrategy.
Your firm has to be postingthree times a day on TikTok.
Have you ever launched apodcast in the metaverse?
It sounds ridiculous when youput it in a row like that, but
in the moment, you guys do getswept up in the buzz.
I mean, we all get swept up inthis buzz.
It's easy to, and especiallywhen those ideas are dressed up
(02:57):
with these charts and casestudies and numbers and look,
marketers can be really good attheir job sometimes and it's
normal to feel annoyed when youget sucked in.
But the reality is it's.
You know it's designed to suckyou in.
But here's the thing this is abig trap.
It is misplaced envy.
You see another firm winningbig on social media or getting
(03:18):
press attention and yourassumption has to be oh, they
must be doing something new orbetter or different.
So we copy the surface leveltactics they're using instead of
digging deeper.
Maybe that firm's success isbecause they joined a trend, or
is it because they, you know,they dialed in their intake
system, their clear brand, theirconsistent messaging, their
(03:38):
fundamentals.
These trends are flashy, butthe foundations that every firm
that's doing well has, they'reinvisible.
But these foundations are thedifference between just making a
lot of noise and actuallygetting some traction, and
sometimes chasing these trends,especially when you guys bring
them to me after seeing it onInstagram or TikTok or whatever.
(04:01):
It's not even about results,it's about the appearance.
We want to look modern, we wantto feel like we're doing
cutting edge marketing, andthere is nothing wrong with
being innovative.
I said that up top.
I like innovation.
I want to test and get betterall the time.
But if we're really honest here, looking modern and being
effective are two very differentgoals and often I shouldn't say
(04:23):
often, but sometimes they pullin pretty opposite directions,
and this isn't a rant againstnew things.
I really feel I should makethat clear.
Experimentation is how we grow.
I talk about A-B testing allthe time.
But if your marketing strategyis just becoming this revolving
door of different marketingtrends, then you're not building
, You're reacting and you're notreally building up.
(04:46):
And in the legal, thank you.
So I know we've all done this,but if you've ever jumped onto a
trend without a plan, then,yeah, you're not alone, because
now it's time to rethink theimpulse.
(05:08):
We're all going to do thistogether and we are going to
start building smarter, chasingevery shiny new marketing trend.
The cost of this is not just theobvious cost, it's the not just
the ad spend, the softwaresubscriptions the real price is
this compound damage it doesover time.
Software subscriptions the realprice is this compound damage
it does over time.
First, there is the time andbudget dilution.
So when we're dabbling in fivedifferent platforms, we're
(05:29):
testing two or three new toolsevery month, we're launching
campaigns that we're maybe not100% committed to and we're
spreading our resourcesincredibly thin and unlike the
long-term channels that like SEO, email nurturing, review
generation, referral networks,these trendy tactics whatever
video thing it is, or whateveryou know hack that you found on
(05:51):
TikTok, they just don't reallycompound.
That's the thing.
You're trading this depth forwidth, and in marketing, width
without depth is usually justnoise.
We can throw it out there, butif we don't throw it out there
10 times a day, it's a problem.
And then there's the brandconfusion.
Again, I'm not the brand guy,but we're going to talk about
(06:12):
each new trend that you do here.
It has a voice.
It brings a new voice to thetable.
It brings, maybe, a newaesthetic, a new way of showing
up online.
So one week, you're postingthese polished client wins on
LinkedIn.
Next week, your intern istrying to make you go viral on
reels with legal memes.
Look, there's a lot of thingsthat we can be doing here, but
(06:32):
the bottom line is that none ofit really connects.
Your brand starts to feel likethis patchwork of personalities
and voices and it's not thistrusted, cohesive presence we
want to put forward.
And if you're confused by yourown messaging, geez man, think
about how your clients feel,because your team also is going
to feel it.
Yeah, one of them is going tobe pushing this, but your team
(06:53):
is going to feel this too.
The trend chasing createswhiplash.
One day, they're learning howto edit vertical video.
Next, they're setting up achatbot lead gen funnel and
there's no time for them toactually get good at anything.
There's just this constant loopof learning, launching and
abandoning, and that is thechaos that leads to burnout and
disengagement fast.
And the last big caveat here orthe big issue, I guess, is a
(07:15):
better word the trend chasing.
It steals focus from the boringbut powerful stuff we really
need to be working on Tighteningup our intake process, refining
our GBP, actually following upwith leads.
Yeah, they're not excitingbecause it's real work, but
these are the things that growsfirms.
If you're too busy keeping upwith all the TikTok trends to
nail following up with yourclients, you are not just
(07:39):
missing out, you are fallingbehind, and I know that's what
the marketing guy said to getyou on TikTok.
But the reality is there's somemore important things.
So if we're not going to bechasing trends all the time,
what are those more importantthings?
What should we be doing?
So let's talk about the 80-20rule.
This can be a really simple,really powerful framework for
(08:00):
our marketing that keeps usgrounded, focused and keeps us
focused on scalable things.
So it's obviously very common.
It's not flashy, but it works.
So here's the idea 80% of ourmarketing energy, time and
budget should go towards theproven channels that align with
our firm's actual goals.
So instead of 20% doing theheavy lifting for the other 80%,
(08:21):
we want this to actually be the80% being the 80%.
So this means we're doingthings like content, search
engine optimization,pay-per-click ads only when
they're targeted and trackable,referral systems that are
actually nurturing existingsources and yielding good
results.
Reviews that are buildingsocial proof and trust on Google
and on other platforms, andfocusing on marketing automation
(08:44):
that keeps our team out of theweeds and keeps our prospects
engaged.
That's the foundation, that isthe 80% we're going to work on,
and, yes, it's the boring stuff,but everything else is.
I mean, even pay-per-click iskind of a trend.
So these things compound overtime and it's not sexy to do it,
but it does perform.
Once we dial that in, then wemove to the fun zone, the 20%,
(09:08):
that last 20% of our budget andour time.
That's where we can try newthings, we can test fresh ideas,
explore platforms.
That might be the next bigthing.
Maybe we experiment with TikTokor threads or AI-powered
avatars on the website.
There are a million things youcould do a geofencing campaign
around your local courthouse forcar accidents.
(09:29):
But here's the key.
We are only going to move tothe sandbox after the house is
built.
We do that 80% first and thenwe get to the fun stuff.
Everybody else too many firmstoo many I mean people in
general they are flipping thatratio.
They are spending 80% of theirenergy chasing whatever's new
and then they end up with ahouse made out of like cardboard
(09:52):
and Lincoln logs, no foundationunder it and a bunch of
half-built experiments lyingaround and you cannot scale this
.
You can't scale chaos and youcan't grow on guesswork.
That's why we constantly talkabout A-B testing.
We're using the 80-20 rulebecause it's going to force us
to ask better questions Notwhat's trending right now, but
(10:13):
what's actually working for usand particularly, where are we
leaking clients?
That is how firms make seriousprogress.
You focus on the things thatcompound Visibility, clarity,
trust, ease of conversion.
These are timeless principlesand, unlike trends, they are
never going out of style,because the truth is that firms
(10:34):
that win in legal marketingdon't win because they tried
everything.
It's basically never that.
I don't think I've ever talkedto a firm who tried everything
and was successful.
The firms I talk to that aresuccessful are winning because
they master the few things thatreally matter to them.
It depends on their market, ontheir vibe, all these things
(10:54):
that go into a firm.
But what they did is they gotconsistent, they tracked the
results, they built systems andthen they layered in the
creativity.
I'm sorry, but it just doesn'twork the other way around.
So if you're feeling like yourmarketing is all over the place.
Start here.
Get your 80% locked in, thenyou can afford to be playful
(11:15):
with that 20%.
That's where our real leveragelives.
So let's take a break and let'szoom out for a second.
When you strip away the noise,the social trends, the AI hype I
mean, I'm a contributor to this, for sure All the hot new ad
formats, everything like that,what is actually moving the
needle for your law firm?
What is driving real growth,not just attention?
(11:36):
The answer in 99% of cases isactually kind of deceptively
simple.
It's three things systems,assets and trust.
So let's start with systems.
Systems beats hacks everysingle time.
Hacks are temporary systemsscale.
Let's start with intake.
Think intake.
If your team doesn't have areliable process for responding
(11:59):
to leads within five or sevenminutes or worse, if you don't
know how long it takes torespond, you have a conversion
leak.
There is no TikTok campaign inthe world that is going to fix
the fact that your team's notfollowing up with clients.
Let's look at your CRM.
A well-setup CRM is not just aglorified contact list.
It is your command center.
(12:21):
It tells you where leads camefrom, who followed up, who
ghosted, who needs a check-in,who's ready to sign, how much
they pay.
All of these things.
It turns chaos into clarity ina spreadsheet.
And then there's nurturing.
This one's really big.
Whether it's automated emailsto cold leads, handwritten thank
yous to new clients, quarterlycheck-ins with top referrers,
(12:42):
any of these things.
This is the kind of consistencythat builds serious momentum.
These are the quiet systemsthat generate compounding
results and pay for your dumbTikTok ideas.
So next let's talk about assets,and this is not content for
content's sake I don't want totalk about.
Oh, let's build video, andlater we could put it on TikTok.
(13:02):
But real assets and yes, thereis a significant difference here
.
A real asset here is somethinglike a high converting landing
page that turns a Google searchinto a signed client.
An asset could be a sharp 90second explainer video on your
homepage that builds instanttrust.
An asset could be a crystalclear call to action on every
(13:26):
page of your website.
These things are working foryou 24-7.
They compound, they're not loud, but they are powerful.
Now let's compare that to themarketing noise we see every day
A half-baked Instagram reel, aone-off webinar with no comments
, nothing on it, a blog postthat's could literally have just
been written to feed intoGoogle without a human ever
(13:49):
really reading it and withobviously no point of view.
All of that stuff might feelproductive from a sort of junior
marketing perspective, but weare not building any equity here
.
That's the biggest problem is,you are spending money and you
are spending time on this and ina crowded market, attention
without trust, big dead end.
And now let's talk about thattrust, because this is where all
(14:12):
of this long game pays off.
Trust does not come from theclever slogans, no matter how
good I'm loving it is.
Trust comes from consistencythat at this McDonald's, at that
McDonald's, at the McDonald's500 miles away, it's going to
taste the same no comment onwhat it tastes like Every time
they serve one of those 1billion hamburgers.
That company I'm referring tois delivering a clear message
(14:36):
over and over again, and they'redoing it across every channel,
not just the burger.
They're doing it on theirwebsite, in their advertising,
in their delivery calls, intheir social media and for you
that means intakes, socialfollow-ups, because you don't
need a new voice every quarter.
I'm pretty sure the Hamburglarhas been around for like a
really long time.
(14:57):
You just need one voice, youneed to dial it in and you need
to make sure that it makes yourclients feel seen and safe and
and helpful content.
That's a big trust builder too.
If you want to do content, I'mnot saying don't, but it's just
about doing something that's alittle bit better than the whole
.
Like let's write a 2000 wordFAQ that no one's ever going to
(15:17):
read.
What we really want to be doingis writing practical, human
content.
A checklist to prep for acustody hearing, a three-minute
video on exactly what to expectin mediation, a story about how
you helped a client navigate atricky situation, shared,
obviously, with their permission.
These are the things that makepeople say, okay, I get this, I
(15:39):
trust this guy.
And with all the talk ofautomation for all these things,
I should also sort of hit homethe point that personalized
outreach matters so much morethan firms realize.
And yes, it can be automated.
But let's just highlight whatit is Short email from a partner
to a past client or to areferral source.
These things lead to six figure,seven figure, sometimes cases.
(16:02):
A voicemail to a lead whodidn't hire you, even just to
say you know what?
There's no hard feelings, ifyou need us, you can still reach
out.
This might be the differencebetween complete crickets
somebody who just walked out thedoor and someone who turns
around and says actually, youknow what, you guys are a good
fit.
But finally, let's not forgetabout the platforms that we know
(16:24):
really work Google, youtube,email referrals, even Facebook,
instagram.
None of them are really trendyanymore.
I mean, instagram is in acertain demographic but it's not
going to make you feel cuttingedge to have a cool Instagram
strategy.
But if you want predictable,repeatable, long-term growth,
these kinds of platforms Google,email referrals, even YouTube
(16:48):
really these are your bestfriends, because this is where
intent lives.
People go to Google whenthey're ready.
They open email when it feelsrelevant.
They trust referrals way morethan they trust some
advertisement on TV or on youknow connected TV or on Facebook
and YouTube.
I mean people build reallysignificant relationships with
(17:09):
their audiences there beforethey even know they have a
website or a business.
So here's the idea Stop worryingabout what's cool.
You're a lawyer.
You're probably never going tobe cool.
Just focus on what compounds.
We're talking about systems,assets, trust and the platforms
that are consistently deliveringleads.
That's what moves the needlefor our businesses and it's what
(17:32):
stays relevant.
If you want to be a cool lawyer, it usually has something to do
with making money or helpingpeople, and if you can't get
clients in the door, how are yougoing to do either of those?
That's it for Legal Marketing101.
Check out RosenAdvertisingcomfor more Thanks.
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