Part one is attract better clients. And

let's face it, look the hottest thing going on today is and

really it's a dramatic shift in the market. Google is showing

these AI overviews, their version of chat, GPT, 30% of

searches. Now I want to sort of highlight this, because that is

a dramatic shift, right? If you think about it, 30% of the time.

Google calls it one click Results. 30% of the time, people

can answer their question without clicking on an LSA,

without clicking on an ad, without clicking on a maps,

without going to your website. And that's a dramatic change in

the industry. Chat GPT is significant too, and chat GPT is

grabbing eight or 9% of the search market, so it's very

significant. But if you think of it, Google's still the big dog.

By far and away. Google is 10x and number two is YouTube, which

is owned by Google. And then everything else pales in

comparison. So the vast majority of our searches, the vast

majority of our traffic, goes through Google, and when I say

us, I mean lawyer websites, in particular, personal injury.

Lawyer websites, it's a little different. You can generate

traffic on Facebook for some of the other categories, but we're

going to talk a lot about lawyers today, and a lot about

personal injury, a lot of other things, a lot of things we talk

about are relevant for everybody else, but this is a game

changer, and that's why I'm emphasizing it. Here's what a

search looked like before the AI overviews, and then we're

watching these coming in labs, but now Google's saying 30% of

the searches look like this. So how do I choose a car accident

attorney? And they're showing this AI overview is what they

call it. Ai overview result, and that's their version of chat

GPT. Now, if I click show more, the good news is Google is

showing the websites they use to compile the answer. So like chat

GPT, AI overviews, Google, Gemini, it goes out, it reads

the entire internet, and it comes up with the answer, the

best answer to your question.

Well, welcome everybody. This month, we're going to talk about

the Law Firm Advantage: Three Breakthrough Shifts to Attract

Better Clients, Close More Cases and Build a Five Star

Reputation. I'm here with my good friend Tim Sawyer. Going to

introduce you in a minute. We call this an exclusive, limited

seat coaching call. So we're your coaches. Today, we're going

to reveal this really fantastic framework for three important

parts of every law firm that can really take you from one to 10x

the three pieces of the puzzle. Number one is, attract better

clients, attract more clients, attract more leads, and the face

of Google has changed. We're going to talk all about that in

just one minute. Number two, you've got to close more

clients, and this is something we haven't been paying enough

attention to as an industry. We're paying a ton of attention

to it at 10 golden rules, and I'm going to share with you a

couple proprietary programs. Tim's going to share some of his

expertise on conversion, because there's only so many leads

available today with all these big competitors the marketplace,

but you can literally double your signed clients each month

by improving conversion. We're going to share with you some

proprietary technology, some AI strategies and how to get it

ahead on your percentage conversion. And last, but

certainly not least, is five star operations. We're going to

share again, some new technologies, and Tim's going to

share his product, which I'm calling like five star legal,

how to run your law firm with the best of AI to streamline

operations, reduce costs and give customers much better

service. So here's what we're going to do today. You're going

to meet your coaches, we're going to introduce each other,

we're going to share these three big shifts. What's happening

differently? Where could you take advantage of in attracting

more leads. And the middle piece, how can you convert and

close more great cases? And the final piece, some very

significant evolution in building that five star

reputation, improving your five star operations, and what that

means of how to do it. We're going to talk about a lot of new

tech and AI today, and we always start our meetings at 10 golden

rules with the joke of the week. So this one's not going to be

different. We're going to joke a week, and we're going to end

with some Q and A so grab lots of great questions, because Tim

is super smart guy, and I'll give you some great answers too.

So why do we tell a joke of the week? Well, we're an EOS

company. We run on the Eos system, if you're familiar with

the book traction, and one of our core values is to be fun and

easy. So the tgr joke of the week, why don't lawyers wear

tuxedos? They prefer lawsuits. Okay? So sometimes they're dad

jokes, sometimes they're bad jokes, but we start to. Meeting

with a smile. That's pretty good. I teased a little bit. My

friend Tim Sawyer, we've become fast friends. We're hanging out

at a lot of the conferences and really shared mindset. Yeah, I

think you'll see that today. And Tim's a former two Time Inc 500

president, co founder. I mean, this guy's built companies that

rock and roll, two private equity exits with a combined

valuation of $90 million he said, I love sales and teaching

people how to sell even help me in our conversations, in how I

think about how we bring our business to market. The new

company that he's partnered with is faster outcomes. Gives him

the platform to apply his expertise in sales leaderships,

and he likes to talk in threes. So that's why we're talking to

threes today, find serve and keep clients more effectively

and profitably. And he loves to share the potential to drive

real impact and teach others along the way. So Tim is that

sum up? You pretty good. Anything you want to add,

grateful, glowing. And Tim was going to say a couple nice words

about me, hopefully.

Yeah, for starters, first of all, Jay, thank you for

hosting this. Thank you for having me on and I really do

appreciate getting to know you and our friendship, as you can

see here, guys, most of Jay already. He's the CEO of 10

golden rules. Real quick, I've got an affinity for Jay because

those two companies that he just referenced were digital

marketing and software companies so very similar to what Jay's

working on now. So we're kindred spirits, in that sense, best

selling author and a keynote speaker managed marketing

departments at huge companies like Coke, Sprint, McDonald's

and E diets. Founder and CEO, as I mentioned, of 10 golden rules,

they are an internet marketing firm for law firms, many of my

friends use Jay and nothing but great things to say. He's the

host of the 10 golden rules of internet marketing webinar and

podcast featured in The Wall Street Journal, The Business

Journal and Fox Business TV Wow, selected for membership as a

titan for elite digital marketing agencies, and

recipient of the Sophie award for most effective use of

emerging media and Bernays award. And I would be remiss if

I didn't add that he's got the coolest conference in the world,

one that we sponsored last year, and fully anticipate going and

enjoying again. So thank you for that, Jake.

Yeah, actually, we this can be the great

announcement, the grand announcement, because I signed

law firms. And we're going to be back at the opal grand in Del

Rey March, 15 and 16th. I think that's the Monday and Tuesday.

So come in on Sunday and have a little welcome party on Sunday

night, big party on Monday night. We're also looking for

the legal industry's best musicians and singers, because

we've got one of those roll up bands for me, there's another

sneaking out. Do you sing or play anything?

No, unfortunately, not a strength of mine. You

know,

I'll learn between

now, now and then,

we'll be backstage. Some of the stuff

we're sharing today, we have prepared this hottest trends

handbook, so I'm going to share this link again, but I'm just

putting it up front. If you're watching on video, you can grab

our hottest trends for law firms handbook, and Tim is going to do

a free AI benefit analysis, and again, we'll share the links. So

without further ado, let's get into the law firm. Advantage

three breakthrough shifts, and Part one is attract better

clients. And let's face it, look, the hottest thing going on

today is and really it's a dramatic shift in the market.

Google is showing these AI overviews, their version of

chat, GPT, 30% of searches. Now I want to sort of highlight

this, because that is a dramatic shift, right? If you think about

it, 30% of the time. Google calls it one click Results, 30%

of the time, people can answer their question without clicking

on an LSA, without clicking on an ad, without clicking on a

maps, without going to your website. And that's a dramatic

change in the industry. Chat GPT is significant too, and chat GPT

is grabbing eight or 9% of the search market, so it's very

significant, but if you think of it, Google's still the big dog.

By far and away. Google is 10x and number two is YouTube, which

is owned by Google. And then everything else pales in

comparison. So the vast majority of our searches, the vast

majority of our traffic, goes through Google. When I say us, I

mean lawyer websites, in particular, personal injury

lawyer websites, it's a little different. You can generate

traffic on Facebook for some of the other categories, but we're

going to talk a lot about lawyers today and a lot about

personal injury, a lot of other things. A lot of things we talk

about are relevant for everybody else. But this is a game

changer, and that's why I'm emphasizing it. Here's what a

search looked like before the AI. Overviews, and then we're

watching these coming in labs, but now Google's saying 30% of

the searches look like this. So how do I choose a car accident

attorney? And they're showing this AI overview is what they

call it. Ai overview result, and that's their version of chat,

GPT. Now if I click show more, the good news is Google is

showing the websites they use to compile the answer. So chat,

GPT, AI, overviews, Google, Gemini, it goes out, it reads

the entire internet, and it comes up with the answer, the

best answer to your question, can you get laid off on light

duty? And this is our first client result that we found

where our clients answering questions. We'll talk about that

in a minute, and they're part of the answer that Google compiled,

and chat GPT is showing their homework now too. This is one of

my buddies, Spencer. Aaron. Felt it was the first one I found on

the chat GPT results. But a lot of the rest of them are Forbes

Super Lawyers, avo Super Lawyers, right? So it's those

big listing sites that chat GPC asked answering in these

results. Now I would argue that part of our industry has

significantly changed, and SEO as we know it, search engine

optimization is partially being replaced by AQ Oh answer

questions optimization. And the reason for that is that the big

opportunity for these AI overviews is at the top of what

we call the cycle of search, or the funnel of search. So at the

top of the funnel, when people are first in a car accident, and

I've been in a couple as a lay person, and before, I worked

with a lot of lawyers, like 15 years ago, when I was rear

ended, I didn't know if I needed a lawyer. I thought I could

trust my insurance company. But once you start realizing your

insurance company is not that forthcoming with funds and

repairs and payments for medical you start asking questions like,

do I need a lawyer? Okay, what's the average settlement for a

lawyer? And when you ask, Do I need a lawyer, at the top of the

funnel, this is where Google's particularly showing those AI

overviews results. Now, when you say who is the best Car Accident

Attorney in Miami, Google is going to show the more typical

results that we were used to seeing six months ago, the local

service ads, the ads, the maps. And the reason for that is

Google still has $200 billion a year of search rep. They're not

going to throw that all away, but they do need to compete with

chat GPT, so they've got to find a balancing act where they're

showing the AI overviews results. Now, in a recent

interview Sundar Pichai, the CEO of Google, on the LEX Fridman

podcast, he said that they're going to have to figure out how

to monetize these results. So we're probably going to see paid

results in these AI overviews, but so far, they're just keeping

it clean. Well, I think what they're trying to do is train us

not to go to chat GPT, because Google can give us an answer

with an AI overview result. So the other significant mindset

shift, and we've been on top of this for three or four years at

the 10 golden rules SEO department, is that Google has

been rewriting their algorithms in order to accommodate

questions, in order to understand human language,

because they know that a lot of times we go to Siri, we say,

Hey, Siri, answer this question about car accident lawyers. Or

we use Alexa, or we use Google Voice, so we now search

differently. We ask in the form of a question, so at 10 golden

rules, we've been answering in the form of a question, right?

It's funny, Siri just answered my question here. So we're

answering questions like, What happens if I get hit by an Uber

or Lyft? This is my friend and client, Jeff McDonald, and he's

done a great job. We've done about 200 videos where he's

answered questions. We search engine optimize those on

YouTube. YouTube, remember says number two to Google, huge,

massive website, way, way bigger than chat, GPT, Tiktok, etc. And

then we use that video on a search engine optimized blog. So

we write a blog post on the website. Resident on the

website, use the YouTube video, so we're tying those two Google

algorithms together. And then we also use those videos on social

media. And very importantly, we're going to target the GBP,

the Google business profile, or Google Maps. We're going to add

content to the Google Maps with this product. Now, how do you

get listed? So what other things can you do to take advantage of

getting listed on those AI overviews. First of all, you

want to cover topics comprehensively with detailed

explanations and real examples. Come up with bulleted lists.

These are some of the things that we're doing to get our

clients listed in those AI overviews. Revisit your

frequently asked questions. You probably have three on your

website. You can have 50 frequently asked. Questions and

answer questions really, really well, become an expert or

authority on other websites throughout the internet. So when

your answers point back to your website and you're linked as the

expert who answered questions, it's super powerful PR as an

authority signal. We're writing articles for PR companies, like

for this journalist, she submitted it to USA Today, and

we got links to our client as the expert. Build your local

community brand. We're going to talk about branding a minute,

but local Community Links are very relevant in this algorithm,

important links like.gov links. Here's a couple advanced tips

for the AI overviews. Publish with regular cadence. So we do

this webinar series every month. We do a podcast every week. We

publish pretty much every day. Now, on LinkedIn, on Facebook,

on Twitter, on all the different social media, on our blog, we

get listed as an expert on other people's websites. Okay? So very

important to have a regular continuity and become an entity

and known entity as part of Google's algorithm. Come up with

proprietary data. This is again, advanced tips, right? So if we

do a study, what are the deadliest and most dangerous

roads in Florida, and publish that study, do a press release

other websites linked to our website, we become an expert,

and a lot of times chat, GPT and AI overviews are using these

studies in their answers, schema, code, advanced coding.

Make sure, I'm not going to get into it, but make sure your web

guys know what that this is. And here's my super advanced tip for

the super advanced folks in the room. This one is schema

stacking, where you're actually going to put five schema codes,

very advanced type of SEO coding on one page. So you're going to

stack schema to really make that page relevant. One other

advanced tip, basically what you can do here is answer a

question, but you're going to get that answered on LinkedIn,

articles on medium, on sub stack, so you've got five or six

answers which point to you as an expert for answering that

question. Again, super advanced. But if you want to rank for

things like, how do I select a car accident attorney? There's

your advantage. Now, Tim's got some great strategies. He calls

the secret playbook of fast growing law firms. Tim, this

slide will build for you. So go ahead and let me know when to

click. I

really appreciate it, and love all the content

that Jay's provided. He has super great strategies. But the

one thing that comes to mind as I think about leading sales at

faster outcomes in any organization that I've been

involved in for the last 30 years is, if you think about

what Jay just explained, we know that works, right, but as a

principle, why do that work? And the reason is, we want to

increase the quantity and quality of traffic to our

website and our phones, right? Ultimately, that's what we're

trying to accomplish. And the reason I mention that is

because, as I'm looking at this, if I was a lawyer, someone

responsible for the marketing in my law firm, the question that

I'm asking myself is, do I want to increase the quantity,

quality traffic to my website for what you obviously do, and

then am I willing to put the work in to do that? And if so,

when would be a good time to start? So I love webinars like

these, because it gives us an opportunity to reflect and what

we're talking about. Why do some firms consistently outperform

local and national settlement averages? Number one, because

they are relentlessly committed to growth, right? And they act

like a CEO, not a legal operator, in other words, not a

case manager, right? They're focused on the business as well

as they are focused in the business. Secondly, they track

performance big time, right? And I want to share with you the

most basic KPIs, or key performance indicators that we

should be tracking. I don't care if you're Rob Levine, who I love

got five demands that you've gotta get out this month. What

we need to do is start to track ROI, because when we track ROI,

it gives us the motivation to do what we need to do. One is, how

much money did you spend on marketing? I hope you're

spending that money with Jay. But how much money do you spend

on marketing in a month? Two, how many leaves Did you

generate? Three, what was the conversion rate of that? Four,

what were the contingency rates, fees that you got, and how much

did you spend to generate that revenue? And if we stick to just

that simple model, right, run the firm like a high performance

business, track your KPIs, understand your numbers, right?

Because I always like to say you can't manage or improve what you

haven't measured, and nothing is good or bad until it's compared

to something else. How do you stack up against competitors in

your area? One of the ideas you can do there is join a

mastermind group, right? There's some really great mastermind

groups, and Jay can point you in the direction around those, and

they embrace Lastly, real quick. It. There's three things that

every lawyer, every law firm, needs to do really well. One is

you need to aggregate data, right? So as soon as a car

accident happens, slip and fall, we've gotta gather all the data.

We need to start the case right. Two is we have to analyze that

data. Whether you're a family lawyer, a personal injury

lawyer, you have to aggregate, and then you have to research

and analyze that data, and then based on that, you have to act

intelligently to provide the best representation for your

clients, which will lead to the highest settlement values, which

will lead to the highest contingency fees. So aggregate,

analyze and act and AI whether faster outcomes or somebody else

can help you in every in each one of those three areas, big

time. So that's my advice around that relentlessly committed to

growth, act like a CEO, track key performance indicators and

use AI to aggregate, analyze and act with intelligence, and we'll

talk more about that as we go on. Thanks, Jay. I love it So

real quick, one of the tools that you can use for those folks

joining us today is notebook LM. Notebook LM is free. It's a

Google product. Now, one little caveat is it's not safe to

upload personal health information. It's not safe to

upload financial information for your clients. It's not HIPAA or

SOC, two compliant. So you don't want to do that, but you can use

non personal data. Think about this. So Jay's just showed you

how you can increase the quantity and quality of traffic

to your website and phone. Now the question is, how are you

going to convert it? And the way you're going to build conversion

is you can use a notebook to create notebooks to upload past

ads, reviews, blog content, to generate SEO pages, and work

with Jay's team to do that, and content instantly and it doesn't

cost anything. Spot trends to drive growth. We have a product

called knowledge. Other folks do too, where we want you to

aggregate all the data inside your law firm in a non

contaminated, encrypted AI instance, so you can look at

client patterns, top referral sources, messaging that

consistently converts. And also, you want to incorporate some of

the tools that Jay's team has to measure call sentiment. How are

those calls? What are the common elements in those calls that are

consistently converting at higher rates, and what are the

common elements that your highest performers are saying in

the intake process to also increase those conversion rates.

So at the end of the day, brand meets performance. The fastest

growing firms align messaging experience and outcomes from the

first click to the final settlement, and they know that

that process is never done. We have to stay relentlessly

committed to growth. Go ahead, Jake, all

right, I'm going to jump back into hot tactics

and talk about Google screen for a minute, because the LSAS are

still right at the top of Google. They're the top two on a

desktop, top three on a cell phone, and all of our clients

and Tim, you want to be right at the top of Google? Right? Yes,

so I do. We all want to be right at the very top of Google. And

guess what at the very top of Google? If it's not an AI

overview answer, which is about 30% of the instances, it's these

local service ads. So everybody wants to know, how do I get

there? How do I stay there? Because a lot of people have

fallen out of the top two. So here's some of our clients right

at the top of the screen. And the first thing, we call it our

secret algorithm, and this is in our handbook. We'll give you the

link to again in a few minutes. But the first thing is, you

cannot miss any phone calls. You don't want to miss phone calls,

but now Google is actually tracking you with this program.

They're recording all the calls, they're listening to all the

calls, and not only can you not miss calls, you gotta answer

within 15 seconds, they're tracking it. They're reporting

on it in the back end of the local service ad program, and

they're docking you every time you miss a call. So very, very

important second thing, if your regular answering machine is Hi,

welcome to such and such law firm. Press one, if you're a new

client. Press two, if you're an existing client. Press three, if

you're a doctor or medical provider, the answering machine

has got to go away. In this program, you can't have the

phone trees or an answering machine of any kind. What you

want to do is, if it's a local service ad call, if it's Google

screen, just your phone, guys can do this your IT. Guy can do

it automatically. Press one if you're a new client, and answer

the phone. You got to pick up the phone. You got to pick it up

on the first couple rings. Super important to getting in the top

of the rankings. Now look at this. Google is actually posting

a lot of times the tracking. This is particularly if you're

using the message system, which is, we do recommend turning on

the messages, but you've got to answer instantly. You've got to

have a solution. We have some technology I can share with you.

You've got to answer. Answer those instantly. But you see

David Ellingham, my buddy here in Boca, typically replies in a

few minutes. Rubenstein law typically replies in one day.

Who's the consumer more likely to message right? Everybody

wants their answer fast. You're going to set up the program to

maximize leads. You've got to get in the back end of the

system and designate the leads incredibly quickly as booked or

archived. You need one to two new Google reviews per week. Now

this for a small firm. This is a lot for a big firm. This is good

news. You don't have to have the most reviews to rank in the L

says you have to have a regular cadence, and if you're designing

an incentive program for your paralegals and your assistants

don't get 30 reviews at once and then no reviews for six weeks.

You want to design the program with weekly bonuses for getting

those reviews. And the last strategy, it's working really

well, the multi location strategy. So we're doing very

deep analysis for our clients and figuring out where are the

competitors, where are the potential clients, and where

should we open that second or third location? We're happy to

help you with that as well. Why do we know this works? Well,

Morgan and Morgan has a massive head office in Orlando, the

biggest personal injury firm in the country, but they have six

locations in Orlando. Nobody's told me that for sure, but I'm

sure it's for Google Maps and LSA listings throughout the

city. Tim, you want to jump in on any the LSA, stuff? No, go

ahead. You got it? I know you like this section. So we do a

lot of research for our clients. And every time we meet a

prospect, we do this deep analysis some of the stuff

you're seeing here today. And one of the simple things we do a

search, right personal injury lawyer Phoenix, Arizona, and my

buddy Jeff Phillips comes up, and Morgan and Morgan, and then

I was searching in Philadelphia. My Philadelphia client came up,

and Morgan and Morgan, and I was searching right here in South

Florida. And my buddy who has a small one man personal injury

firm came up, and John Morgan. And so I asked myself, How can

John Morgan come up in the local service ads all across the

country? And the answer is not because he has the biggest

budget. Because you can't buy your way to these LSAS. As a

matter of fact, if you put in your budget, like, a million

dollars a week, the algorithm automatically get sets it off

and it like, doesn't understand. It doesn't have that many

searches, right? So we know that the best thing to do is have the

about the right bidding, so you're bidding enough that you

could get as many clicks and cases as is sort of appropriate

for that marketplace. And that's something we gotta figure out

based in each market. So why is Morgan coming up all the time?

And I figured it out, and it is his other advertising, his

branding, where he's spending 200 $300 million a year on TV,

billboards, sponsoring the UFC and all kinds of things that he

can do. So why is that significant? Well, part of the

algorithm, part of the LSA secret algorithm, is the click

through rate, so if they recognize your face and your

brand, the consumer and the consumer clicks through, and

then you've gotta answer the phone like a demon, right?

You've gotta get those reviews and high reviews. Gotta get five

out of five Google five star reviews. You've gotta respond

super quickly. You've gotta have a very fast call answer rate we

talked about, you gotta get in the back end and disposition

each of the leads and give Google a rating. And proximity

plays into the algorithm. So why am I explaining this? Well, the

branding is a big part of the algorithm, because obviously

it's going to improve your click through rate. Now we don't have

$400 million like Morgan and Morgan, but nobody else in the

country does. But one thing you can do is be very, very

consistent with your branding. Google had a massive leak last

year, and we in the SEO industry tried to understand what was

behind the Google rankings. But the big takeaway is, brand

matters more than anything else, so what you can do as a small

firm is figure out your brand meaning and brand message and

then be very, very consistent, like a good strategic marketer,

like every ad agency would recommend, get your brand

figured out and then deliver it consistently across everything

you do. So you can be the no fee unless we win firm. You can be

the big check firm. You can be the community, the best in the

community gal. You can be the we fight the insurance companies on

your behalf. You can be the best in court, whatever you pick,

pick something, stick with it and figure out your branding.

This is Amanda, Amanda, and she actually changed her name to

demand. Her last name to demand it. First of all, it rhymes with

Amanda. Secondly, it means legal demand and lawsuit in Spanish.

She's based in Miami, and here's her entire brand guide. She

shared this from the stage, who we are, what we stand for, the

brand kit, the design concept, the typography, and look at how

that rolls out in her. Her social media communications,

very, very consistent in her delivery of that Amanda demand,

of who we are, what we stand for, and even the color schemes

she delivers on stage with her outfits. John Barry, great

personal injury attorney, also has a lot of veteran work. He

does national VA work. And everything they do, they make a

decision, like, if they're doing a community activity, if it

supports veterans, they're all in. Their branding is very

consistent. Their messaging is very consistent. John's a

veteran. His dad's a veteran. His brother works in the firm.

He's a veteran, and they hire a lot of veterans. And they're

very, very consistent with that personal brand. My friends,

Cooper Hurley in Virginia, the car crash experts, new branding

they came up with, and that appears on their logo on all

their socials. The car crash experts, like they said, they

pick in one lane, and they're going hard into that one lane.

So quick mini workshop. How do you define your law firm brand?

Brad, three questions you should answer. Who are you really? Are

you the Bulldog, the neighbor? What do you stand for? Justice,

helping, taking down greedy insurance companies? How will

you prove it and deliver it consistent, visual identity,

stories and video, YouTube, community presence. Then create

your brand guide. Use the logo and slogan everywhere. And I

can't tell you how many firms we look at, we look at their

website, we look at their socials, we look at their email

signatures. They're all different. So you want to be

very, very consistent. Like I said, you don't need to spend

$400 million but you need to be incredibly consistent in

everything you do use the same logo, fonts and colors, even

script your intake team and train your staff so everybody

knows exactly who you are and what you stand for. Tim, I know

you like to talk about the brand piece, so why don't you chip in

here? It's interesting. I live in the state

of Rhode Island. Rhode Island has a million people. It's not a

huge state. However, in Rhode Island, the absolute Personal

Injury King. His name is Rob Levine, and Rob Levine 15 years

ago, and I'm friends with Rob. He's, I love Rob. He came out

with the tagline the heavy hitter, and he has been focused

for 15 to 20 years on the heavy hitter, and all his ads are

targeted to. He's got a baseball bat. He has got a lot of fun

things. Now he's migrating a little bit Morgan. And Morgan

has come into our market. I won't share his new strategies,

but if you live in Rhode Island and you're over 15 years old,

heavy hitter is the one for you, called one and 100 law for 222,

everybody knows it, and he is so disciplined about that brand.

Now, does everybody have the resources that Rob Levine does,

or even the ambition to be in the top 231, percent of law

firms? The answer doesn't have to be yes, but certainly my

encouragement, and one of the exercises I love to talk to law

firms about, is understanding who you are, what your brand is,

and then projecting that into the world. And you can't

manufacture a brand. It's gotta be authentic, right? And so one

of the things I recommend, if you've got a team of five, 710,

people, I would love to go into your office and the top lawyer

or the managing partner says to me, Oh, we've got a very unique

brand. And I said, Okay, I'd like to take three people in

that law firm, put them each in a different room and say, write

two paragraphs about the brand, what your law firm stands for,

what's your the unique selling proposition to the universe. And

very seldom do we get a 70 or even a 60% consistency rate

across all three individuals or five individuals. Or five

individuals. So I think it's really important to spend time

together as a team, let that brand manifest itself based on

skill sets, passion, love, whatever it is, and then

everyone's gotta be on board the best brands. People say, You

know what bugs me about these people? They all say the same

thing. That's when you know you have a brand, right? It's when

one person saying this and one person saying that, and we can

get on board, once we understand the motivation, the emotion

behind it, then we can use AI tools to get everybody on the

same page. We can develop scripts. We can develop

playbooks, toolkits. It's really easy to do, but it all starts

with, who are we as a brand, and then stick to it. That's Jay's

takeaway here, and I've seen it firsthand, and now Rob's on the

move in other states, and can't wait to see it.

Awesome. Thanks, Tim. Yep. Alright, so that was

strategy number one, attract. I mean, obviously Tim and I could

do a whole week's session on how to attract more clients. So Tim

the stuff that's really making a difference. The breakthroughs

today. Part two is we call close more cases, and it's pretty

simple, like calls convert at 10 to 20% And this is very

important, if nothing else, hone in on this because chats

converted about 10% and forms around 5% this is broadly

speaking across all of our clients. But one simple thing

you want to do, first of all, a lot of people don't even have

chats, right? The first thing you want to do is add chat to

your website. If you don't have something like an intake or chat

is what we're recommending. This is actually Joe from intaker. We

have the intake or chat on our website, 10 golden rules, if you

want to see it. But I'm sure you've been seeing these folks

popping up in the screen, and then it streams you through.

Were you in a car accident? Is it another issue? And it makes

it super easy for you to answer, and it's AI and automated, so

it's very, very fast to get answers back to consumer. And

guess what? The AI is now better than humans. It answers quicker.

It's trained better. If you have a new chat person on the line,

there's no way they're as good as the AI. Now let's say you get

100 phone calls, and you convert 10% of those, and a lot of firms

we meet are in this scenario, right? So they're signing 10 of

those as cases. They don't have chat on their website, and you

might get 5% on your forms, so you might get one additional

case. So a lot of firms we meet, they're signing five or 10 cases

a month, and they're looking to improve. Tim's going to talk

about treating intake like a high stakes sales team,

yeah. So a couple things here, right? And

ultimately, we're talking about conversion in the intake

process, and it is a sales process, right? So I think

fundamentally, let's go back to what we talked about at the

outset. Number one, let's try to understand those numbers, right?

Jay just showed you some numbers to compare to 10% I think 5% of

chats, and then the 5% forms, and then 10% of chats. Know what

those numbers are, that they should be, and then know what

your numbers are, right? Let's start with that. However, when

we talk about using AI, there's kind of two groups of thought,

really. And you speak to some law firms, and they have

negative default thinking. And what do I mean by negative

default thinking? This is too much to process. I don't

understand. AI, and what if I make a mistake? So those law

firms, and certainly, there's no shortage of information out

there where some law firms have made some bad choices. They're

not verifying the information they're getting in open source

AI. We need to stay away from that, but what we can't do is

think, Okay, this is too much to process. I don't stand it, and

I'm not going to do it, because the reality is, AI is going to

be an important part of the legal landscape going forward.

And the fastest growing law firms embrace change. They run

to change, they don't run from change. They're fearless

leaders. When it comes to change, they want to understand

it, and they want to know how to implement it, right? So their

mindset is, I see the potential. This is going to give us a major

edge, and let's get ahead, not fall behind, right? And so then

high performance law firms pursue innovation, not

perfection. As I said before, it's a constant state of

improvement. It never ends. Goes back to being relentless,

relentlessly committed to growth, right? But if you think

about the way AI made a few notes, and it's really important

to understand, we want to make sure that we're using LM to

create scripts, FAQs, real world objections, handling, using your

own firm's data. So taking data from successes and struggles

that you've had in the past, using that information to allow

AI to help you optimize that funnel right discover creates

structured. So using discover, that's an AI term, structured

ready to act case briefs from messy notes and forms. So now

you're processing the case faster. In addition, by the way,

when cases come in, we can use AI to prioritize those cases,

right? That's a very common use. Is this an a case, B case, C

case. I've seen a lot of great speakers at 10 golden rules talk

about that right now. The interesting part about that real

quick, is the idea that there's a b and c cases, but implied in

that is there's a b and c lawyers. That drives me nuts.

What AI does. We'll talk about this more in a minute. Is it

levels the playing field so it makes every lawyer an a lawyer.

Think about that for a second. If you had your best lawyers

working on every case, every time it's a known fact that

there is a right way to process a case, the top law firms, the

fastest law firms in the country, know how to do that

better than everybody else, because there is published

settlement data, right? So there are people who consistently beat

other law firms, right? I'm not trying to offend anybody, just

the reality is that there are certain firms that get results

because they have a specific. Process, and they're using AI to

enable them in every step in every aspect of that process. So

when you see one firm gets 10,000 average contingency, one

gets 16,000 that means they're getting 60% more money for the

firm. But more importantly, I'm not an attorney, that means

they're getting 60% higher settlements for their clients.

And as a lay person, I don't want to leave my car accident to

chance.

So Tim touched on it. We've actually built it.

We've built an AI intake conversion program. So what we

did is we access some of the best intake experts in the

world, some of the folks that have been on my podcast and

spoken on our stage at tgr live, and we downloaded a lot of their

expertise, literally from our podcast interviews and our on

stage, and we created the world's number one intake

conversion coach. Then we downloaded calls from our

clients, and we come out with this tremendous back for the

clients. So what are the strengths of their calls?

Politeness and professional demeanor. Nine out of 10 calls,

receptionist or intake in agent was friendly. Callers addressed

by name. Effort to collect basic information, consistent

structure in the early intake, attempts to schedule

appointments. Key areas for improvement, no sales mindset,

weak emotional engagement, no calls exhibited urgency, empathy

or persuasion. Callers were allowed to end the call without

being retained. Train the agents, use empathy anchors and

affirm client pain. Offer a clear next step. Example, we'll

call you back if it's something we can help with. This shows

zero urgency or rapport, no closing language, no retainer

sent. So we gotta fix that. You gotta live close by sending out

the retainers. I'm sending you a text with our retainer. Let's

review it together now so we can get started helping missed

opportunity to educate or create trust, explain what will happen

next if you choose our firm use authority statements, we help

hundreds of accident victims each year. Here's what we'll do

for you, no structured triage or disqualification script intake

agents didn't consistently ask about key qualifying details.

Implement a standardized script based on Gary falkowitz is five

point legal intake framework available on a previous 10

golden rules on our YouTube channel. Some quick wins. No

empathy train the agents on an opening empathy builds trust,

increases conversion. No retainer sent. Add DocuSign week

follow up. Add five day automated SMS email series. No

tracking. Set up KPI dashboards. Here's the training system,

recommendations. Develop a script, connect, qualify and

close framework, create a KPI tracking system. Create a

coaching call program. Listen to three calls per week, score an

empathy and triage. Use a scoring rubric. Monthly secret

shopping, text and video, follow up, automation. And then we

provide a sample script, sample intake script, to our clients.

So super powerful, using AI, using custom programming,

awesome results. And then this is another tool we've used,

we've built. It's a proprietary tool. We call it tgr boomerang.

It's like this Australian boomerang. Let me grab my

boomerang here. I keep it on my shelf, and this is the

Australian tool. If I throw it out, I'm not in my house, it's

going to come back to me and I can grab it, right? That's what

a boomerang is in technology. We developed this tool called

Boomerang if you miss a phone call. We talked earlier about

the importance of not missing phone calls. But guess what?

Every single firm, including Morgan and Morgan, misses phone

calls in the Google LSA program. A lot of people hear the

recording when you're using call rail, and it says this call is

being recorded for quality assurance. A lot of people hang

up that call didn't even hit your switchboard. It doesn't

matter if you have three people you have three people waiting

there to pick up the phone. You miss phone calls, so the Google

screen LSA hang ups, and lastly, form fills. What we do is we

grab this information, if it's a missed call or a form fill or a

Google screen, and we instantly text it to the intake department

with the contact information on the phone number, and then they

can immediately call this person back. So we're reactivating

misleads. This could be five or 10% of your calls, and this

every percentage is really, really critical to improving

your conversion rates. So let's go back to the numbers we first

talked about Tim. We said, if you get 100 calls and you

converted 10% you signed 10 cases. But if you get 100 calls,

and you could convert a 20% if we convert some of those missed

leads, those missed calls, if we get back to them instantly and

we get them on the phone, and we improve our overall conversion

rate, we develop things like follow on, we can improve those

100 phone calls to 20. Many cases a month, the 30 chats, if

you didn't have chat, you're missing out. But if you convert

those 30 chats at 10% there's three cases. And if those forms,

instead of sitting in someone's email box all day, forms

degradate dramatically after five minutes. So when someone

fills out a form on your site, you've got to call them back

instantly, because they're going to very quickly get itchy and

they're going to do another Google search and find another

lawyer to reach out to. So in the earlier example, the same

number of leads generated 11 cases. Now we've got 25 cases.

So we went from 11 signed cases to 25 sign cases using

proprietary technology, using some smarts, using some

training, raising the bar. Tim said this, so I'll let him say

it.

Intake is the ultimate sales function, and I

love the process that you just laid out, Jay, it's very

deliberate. There's simple action steps. And think about

this. Just that one idea, right? Hey, listen to three phone

calls. Let's go a little faster with our email, text chat

responses, and we can double, right, double our conversion

rate, which will huge boost ROI in terms of your marketing

investment. And I want to challenge folks, it's not an

option to put processes in place like Jay just described, because

the reality is, there's people out there, like me who are

trying to figure out, and many have already done it, how to

create bots that can mirror that process, right? So again, I was

at 10 golden rules, and one of the speakers got up and was

showing these flawless AI agents that had the right tone, the

right inflection in their voice. Oh, how are you today? I can't

believe you were in a car accident. I hope you're okay.

And they even tried to trick them. Oh, where are you located?

Oh, I'm in Denver. I'm right next to Mike. Mike's the

attorney who runs the these people are flawless. So my point

is, we can't get stuck in Oh, my intake process is okay. Jay,

just gave you some really simple action steps that you can take

today to improve it double the return on investment. And we

have to keep in mind that there's a bunch of folks running

around the country right now that are working on creating

bots to compete. Staying still is not an option.

That's a great point. The one thing I would

encourage everybody to do is you gotta start experimenting, like

we have a R D team and part of our EOS mission, one of our core

values is called lead the trends. Matter of fact, it was

written in my first book, 10 golden rules. And Golden Rule

Number 10 is lead to trends. And that means when something new

comes along, you got to jump on it immediately, figure it out,

test it, take advantage of it, because sometimes you only have

a six month window to beat your competitors to market. Like we

got our clients signed on local service ads right out of the

gate, and some of those clients got 200 leads in the first

couple months, because they were right at the top of Google.

There was only our client in New York was one of the number five

approved in local service ads. He was getting 200 cases a

month, and then 150 and then 100 but when he was number five of

only five people right at the top of Google, next there was

ad program. So gotta jump on those. And so that is lead the

trends. So get in there. Figure it out. Test it, actualize it.

Okay, Law Firm. Advantage three, breakthrough shifts. Number one,

we talked about attracting more customers. Number two, we talked

about the power of converting more opportunities through

technology and training and operationalizing your intake.

Part three, we call five star operations. Now, Tim, this is a

graphic for a five star hotel. You've probably stayed in a few

five star hotels in your day, right? I've been fortunate

enough, yes, and if you haven't, I highly recommend it one day.

Take advantage and get a night out of four seasons somewhere in

the world. And a lot of us are lucky enough that we go to the

legal conferences, and sometimes they're out of four seasons. And

these five star hotels have something amazing, right? They

have five star service. So when you pull your car up a lot of

times, they'll say, well, welcome Mr. Berkowitz, or

they'll ask your name, and then they'll send a note to everyone

on the staff. And now they know Mr. Berkowitz and Mrs. Berkowitz

have entered the building. When you walk to the check in, this

gentleman, the concierge, is going to say, Oh, hello, Mr.

Berkowitz, welcome back, or Welcome to the Four Seasons. And

then when you want to book theater or a restaurant

reservations, the concierge, and I don't know what it means, but

that's what they do is they make your visit five star, and they

make sure you can get into the best restaurants and the best

tickets around town. They take care of everything you need. You

need dry cleaning or whatever. And then all of the staff are

trained at a super high level. I've seen the staff huddle that

they have at the Ritz Carlton, and they go through they. 15 or

17 service policies or creeds, and they go through one of them

in every meeting, and they go through it, and they talk about

examples, and they super highly train their staff. Now the

reason why I'm explaining this is that you want to start

thinking of running your law firm like a five star operation.

So from the minute they call, you have supremely trained

intake personnel. You treat them like a five star hotel, five

star restaurant, and the purpose of that all the way through.

There's a concierge that can answer any question. You're

using the best software. You're using the best services. Tim's

going to talk about faster outcomes as the software to use

to service your clients. And the purpose is that at the end of it

all, you want to get five star Google Reviews. I'm sorry. I

need those five star Google rooms as your marketing agency,

as your marketing consultant. It's mission critical. It's not

optional anymore. I need those one to two five star Google

reviews to get you ranked and local service ads to improve

your Google Maps and your overall SEO is built heavily

today on the local SEO, the Google Maps framework of those

Google reviews. So you've got to start thinking about, how can I

operate with five star customer service? Now there's a couple

apps that we recommend to our clients in the marketplace

where, literally, your customer is injured, he or she's

accessing information on an app. And everybody knows how to use

apps. Today, most of your customers are a little bit

younger, and we know how to use an app to order Uber app to

order Uber Eats. App to look at streaming. Everybody's very

familiar. So there's a couple great apps that give the clients

24/7 access to real time updates on their case. The number one

bar complaint is, I don't know the status of my case. When I

got injured, I was constantly trying to find out, did you

guys, did you get the MRI? Did you get the MRI to the next

surgeon? What did he say? And I was calling and I was not

getting any answers. Oh, I'll call you back. I'll call you

back so you give the customer enhanced transparency, eliminate

that black box where my case went into the lawyer. I don't

know what's going on. I'm anxious see the key milestones

so they'll know exactly we got your MRI. It's been sent over to

the surgeon. We know exactly what's going on, easy

communication. But the most important thing now I don't have

to call the law firm all the time. I don't have to email them

and wait for an answer. I'm getting proactive updates when

you got my MRI, automated notifications and reminders. If

I've got a hearing, if I've got a Zoom meeting with the

insurance company, if I've got a treatment, you want to make sure

they're doing those things, not missing them. And these tools

have multi language support, so they can ask a question in

Spanish, you answer it in English, and you send out the

answer in Spanish. Now what's the advantage for the firms?

Increased efficiency and customer happiness, right? You

automate routine tasks like updates and appointment

reminders, centralized communication so you're now

you're freeing up your paralegals to actually work on

the case, instead of just answering calls and emails all

day. Identify potential issues early. It identifies tonality of

those calls. Each employee can handle a larger caseload, and

there's seamless integration with case management systems.

Some of the new AI in these tools, it learns from your

firm's data. It predicts the best responses. It has case

updates, and then the paralegal, it actually writes the response

like recommended responses. And the paralegal can either push

send. They could tweak it, they can rewrite it, or they can

forward it to the attorney if they want to make sure they're

answering correctly. There's AI message urgency. So the AI is

determining, like, what are the critical ones we gotta get back

to immediately due to the sentiment or the urgency,

identify if a client's at risk of missing a hearing or an

appointment. Detects tone and anxiety. And then there's case

summary so someone new comes on the case, or if the senior

attorney wants to find out, they can immediately find out what's

the sentiment, what's qualitative, and qualitative

scoring recommends actions and follow up items. And what are we

looking for? Well, look, if you give five star service, you get

five star reviews. Again. Here's my buddy, Jeff Phillips. He's up

important our client referrals. Everybody wants more referrals.

Tim, you love referrals, right? Love referrals because referrals

are the best leads you can ever get. And previously, I didn't

have a way to help my clients get more referrals, right? That

was always up to them, but now we can help by improving the

five star operations, helping them give great service and

they're going to get more referrals. And then we do things

like sending out the newsletter, social media, printed items, to

the past clients to remind them to get the more referrals. You.

Now, one of the best ways you can be better lawyers is by

using AI. And Tim isn't just here because he's a great buddy

of mine and a great sales guy and a great trainer. He's going

to tell you about his product today.

Yeah, so there's a couple of things that I want to

point out. So first of all, I believe, and hopefully you can

tell throughout this conversation that getting the

best outcome for your client is the best marketing that you can

do, right? That's a hard stop for me. Let's try to get the

best outcome from the client. I'm going to show you how we can

do that in a minute, or talk about how we can do that in a

minute. The other thing I want to talk about is the use case

that Jay just showed, right? So the output we're seeking is five

star reviews. The input is, how do we provide five star service?

And I was just at in New Orleans at the Four Seasons, and it was

five star service. So it was great and wonderful. But here's

my point. So let's say, as a use case, using our knowledge

product, you took all the data that you had around anybody

who's given you a review positive or negative, and then

you mapped, what were the common traits, what were the things

that happened inside those cases that led to positive review, a

five star review, and what were the common traits that led to a

one star or a two star review? Very quickly, again, let's go

back to what AI is very good at aggregating, analyzing and

plotting a course of action. You could put the AI to work for you

to analyze. What can we do better to get more five star

reviews? That's the output we're looking for. And then the AI

will go to work, and it will aggregate, analyze and plot a

course of action for you. So you can absolutely use your own

data, very simply, to create a blueprint or playbook to get

more five star reviews, and ultimately, starting with

getting the best results so real quick what we want to do. And as

I travel the country, speaking with lawyers, the best lawyers

all tell me the same thing. Tim, maximizing the value of the case

starts at Hello, not after we've gotten all the medicals, not

after we've gotten all the financial information and we're

getting ready to create a demand letter and pre litigation,

that's the end of the cycle where you win. Is knowing how to

set the case up to get the maximum value for your client

and the maximum contingency fee for your firm. And what AI does

is it allows you simply just imagine starting you upload your

case, and the first question the AI asks you, or prompts you to

ask is, How do I maximize the value of this case? And then it

starts to build the playbook right? The next question, is

there any evidence of traumatic brain injury. Next question, is

there any evidence that this is a candidate for mass tort? Next

question, where are the errors in my case? Next question, are

there any gaps in treatment as we're analyzing the medical

chronology

and Tim, you're talking about your faster

outcomes product

now, right? Our faster outcomes product. So what

it does, Jay, it

literally tells you what to do these questions.

Is it asking the lawyer, or is it asking the data those

questions? So

it's asked once you upload the data. Great point. So

we provide the prompts for the lawyer to use to get to the

ultimate result every time, right? Because, as we know, not

every lawyer has the same approach, but there is a

universal approach to get to the best outcome every time, and we

provide that approach so very, very simply put. And I

appreciate the opportunity, Jay, all we need to do is upload the

information into the portal, and then you have a chat feature

that allows you to communicate with the documents, but also has

an external research component. So once you start working the

case, you literally think, and I use the analogy, and I know some

people hate it, but I'm from New England, and it is what it is,

not everybody's Tom Brady, right? And as I travel the

country speaking with lawyers, I'll say, well, passing the bar

is like getting drafted. You're in the NFL. But as we know, once

we get in the NFL, not every player gets the same outcomes,

right? Some win, 12 Super Bowls, some win, none. Well, what our

platform allows to happen is everybody becomes Tom Brady, or

insert your favorite quarterback, your favorite

running back. And I like to say, so imagine you have a tool now

that drafts like the best litigator, investigates like the

best forensic analyst, analyzes records like a radiologist.

Research is like a legal expert, and we actually have

neurologists working on the platform that are using the

analysis to provide expert witness testimony. So the

platform now you have a neurologist working for you,

24/7 Right? Because not everybody's the best at

analyzing medical records. Not everybody's the best at

analyzing the information contained in a case. That's the

ABC. So what faster outcomes does is it allows everybody to

be the best team member you have. You. Every time, on every

case. So that's the benefit of AI, that's our pro product,

that's the research component, and the the analysis component

is our discover product. And then we have a product called

knowledge that everybody absolutely loves, and that's the

ability to upload all your firm's intellectual property

from inception. So if you think about it, every form template

the most current version form template case you've settled,

and now it's encrypted with bank level encryption. So it's behind

a wall. You can chat with all the information in your firm,

pull up contracts, clauses, outcomes, settlements, whatever

it is, and it becomes a fully functional, living, breathing

law partner. And the perfect example is you have a lot of

lawyers right now. It's an aging population, as we know, and

we're not necessarily filling in as fast as we're aging out.

Right? What is the problem that causes? The problem that causes

is you've got lawyers that have four decades a body of work that

spans four decades, right? It's not all organized in the same

place. However, with knowledge, we could act do exactly what we

say. We can aggregate all that data. So let's say Jeff is the

name of the top dog lawyer that's that wants to retire. Now

you've got a succession issue. Well, if we could capture all

Jeff's work and literally create for you something called Ask

Jeff when we get a new lawyer, when we get a new paralegal, or

a five year lawyer, or that C lawyer, or that B lawyer, we're

trying to level them up, him or her up. We just go to ask Jeff.

Or what would Jeff do in this case? So it's the ultimate tool

to make everybody in the firm as efficient, effective as you

possibly can every time. And I love it. And here's what I know.

The last thing I'll say is once, what I know about faster

outcomes, AI and AI in general, once someone starts using AI

effectively, and they get over the fear, and they step out in

faith, not fear, they never use AI less, I'll tell you that.

boxes, I'm sure, somewhere in some store room in the back of

the firm, with files of legal history and great demand letters

that probably Rob wrote himself in the early days and arguments

and all kinds of medical chronologies. Essentially, what

you're saying is, you take all this information, you scan

derogatory get it into knowledge, and then it creates

this incredible brain of it becomes the history of the ROB

Levine firm, all the cases they won cases they maybe didn't get

as as good as settlement from And now, for your younger

lawyers, or even for Rob himself, it gives you a tool

that tells you exactly how to deal with every case, right?

And it allows you to spread that wealth of

information across the entire enterprise, whether you have

three lawyers, 50 lawyers, or 500 lawyers, right? That's the

challenge. And everybody knows the challenges law firms face

when top producing lawyers want to retire, right? There's a lot

of data around that Jay to support that they're not only

going to take an economic hit, but they're going to take an

intellectual hit historically, right? That's the biggest fear.

And so to your point, all these paper files, hopefully firms

have done a nice job putting that information into a digital

format. You can scan it whatever you want to do. We can go hunt

and find that data. It takes a minute, right? We can go hunt

and we'll crawl all the data that we have and aggregate that

for them. So it's a really neat way to preserve legacy, to

preserve revenue, preserve intellectual property, and get

to where you're going faster, right? I mean, at the end of the

day. So give me this clause on this contract. The last time I

handled a case like this, boom, and you can talk to it all.

Awesome. Amen. All right, so get to the end

here, and we'll leave some time for some questions of Tim about

faster outcomes. This is a simple thing. It's been a huge

win for us. And I mentioned earlier that originally 10

golden rules, we couldn't get our clients more reviews, we

couldn't get our clients more referrals, and I came up with

these referral and review boxes. I have a live box here, and the

way it works is we send these boxes to past clients. Now we

create an incentive program for the paralegal. We give them 30

days after a case is closed, to get a five star Google review,

and we'll give a huge incentive, like I mentioned Jeff Phillips

earlier. He'll give as much as $100 restaurant gift card to a

paralegal, to an assistant to an attorney who gets a five star

review from their client. So this stuff's money, right? Like

I mentioned earlier, how important it is for the LSA

program, for SEO, for your Google Maps, you need those

Google reviews. So what we do after 30 days, after paralegals

have tried their best to get those Google. Reviews, we

prioritize. This is a kit we do for Stewart and Stewart in

Indiana, and we send out this kit, and then we call up on

behalf of the firm. We say, make sure you open up this kit.

There's some great stuff in there. We sent you some of our

products. We sent you a gift certificate so you can either

say, I bought you coffee and send them a $5 dunkin donuts or

I bought you lunch. Send them a $25 Starbucks. We have these VIP

review cards. And we say, make sure you give out those review

cards if any of your friends or family slip or fall or get in an

accident, we're going to treat them like VIPs the way we

treated you. And then the final thing is, we say, Could you do

us a big favor, I'm going to text you our link to do a five

star Google review. Now, to be clear, you can't offer people a

$25 gift card in exchange for a review, but you can make them

part of your friends and family program. You can make them part

of your Stewart and Stewart family and send them a gift box

and ask them for a review. There's nothing wrong with doing

that. So we're able to get those one to two Google reviews by

using this program and stay top of mind for the referrals. So

for the first time, the agencies found a way to contribute to

this critical part of the program. Awesome. Tim's got a

couple more thoughts around mindset shift.

Yes, as a reminder, again, I understand that

everybody is on some stage of the continuum of understanding

and accepting artificial intelligence in small ways and

big ways, right? And so my encouragement to you is to get

comfortable with it. Right. Start with chat, GPT. Write a

recipe, a poem. Just get comfortable with it. Use

notebook LM as a really cool it doesn't cost. Their premium

version is 20 bucks a month, guys, $20 a month for you to

create great playbooks, for you to create great training guides,

scripts for your team. There's no risk, right? There's not like

you're doing anything wrong. It's not nefarious. It's a

simple way to get acclimated. And what I always see, like I

said, is once people get acclimated with AI, they become

very proficient with its use and very comfortable. So it's not

too much to process. It's not that I get that you don't

understand it right now. It's that we need to shift from

negative default thinking to positive default thinking, and

we want to mirror what the high performance law firms are doing,

right? They're pursuing innovation, not perfection. And

then the other question I want you to ask yourself is, in my

world as an entrepreneur, we're always running our business as

if it's for sale. What does that do? It requires us to think

about where we're not maybe operating in an optimal way. So

if I say I would buy this firm, but because my conversion rate

is this, my number reviews is this, because my bank account is

this, instead of paying a million for it, I would only pay

500,000 The reason I encourage you to think like that, is

because then you can go about setting in motion simple steps

to maximize or optimize your firm, because, and then the

interesting thing is, there's some states now that are

allowing non lawyers to buy law firms. Once they open that up

and private equity gets involved in this industry, it's off to

the races. So you always want to think like your firm is for

sale.

Go ahead, Jay, that's great. Actually, I think

you got one more

Yes. And this is my final plea, my encouragement,

begging everyone to really think about this for a second. What

I've discovered in 25 years as an entrepreneur is there's two

reasons that an initiative doesn't really get the full

effect, right? DK versus de. DK is deficiency of knowledge,

meaning you just didn't know what to do. We just spent 90

minutes together with covering more information than you could

ever imagine. I encourage you to watch, go back and watch it

again, so that's uncommon in today's legal environment, and

for educated professionals, sell them the case. However, the

second and more prevalent reason that initiatives don't take root

the way they should is because you knew what to do and you just

didn't do it. And there's no worse pain than the pain of

regret. Jay, I know that nothing worse than seeing your two best

friends who are lawyers all of a sudden embrace modern trends,

whether it's Jay's playbooks or faster outcomes artificial

intelligence, and then fly ahead of you in a year and you're

like, damn it, now I gotta catch up. We don't need to do that.

That's the dream killer. You know what to do. You just have

to do it faster outcomes is built for the execution piece.

We can absolutely help you with that. Pro discover knowledge

tools that let your team move faster, deliver better outcomes.

And remember, you have to do three things. You have to

aggregate data. You got to analyze that data, and you got

to plot a course of action for that data, artificial

intelligence and faster outcomes. Comes is the ultimate

way to do that. And the only question is now that, what are

you going to do?

Thanks, Jake, awesome. Great job. And a couple

things to wrap up. And we'll take some questions. First of

all, Tim mentioned a couple times, and I mentioned we put

all of these recordings on our YouTube channel at 10 golden

rules. So Tim said to watch the replay. It'll be up there in a

couple days. So you just go to 10 golden rules YouTube channel.

And by the way, if you do, do me a huge favor and subscribe,

of these are amazing. 10 hottest technology, 87,000 views.

Secrets of local search, 74,000 views. Oh, yeah, this one's

amazing. Stephanie from lawyers, so there's some great content on

there. Bob, Simon, Chris, ronzio, trainual, amazing stuff

on training, creating systems. So there's awesome, awesome

content on our YouTube channel. Let's just wrap up. First of

all, attract better clients. And I think the number one thing

that I raised today is we've got a seismic change in the search

environment. 30% of Google searches are getting answered

with one click. That means 30% of Google searches are not going

to your websites the way they were six and 12 months ago. And

the biggest opportunity, I think, we're trying to figure

out where are we going to make up those 30% of clicks, and

we're doing a lot of work on branding, we're doing a lot of

work on YouTube videos. We're doing a lot of work on Facebook

and Tiktok videos. I think that's the next horizon. I think

we can make up 10 or 15% of the clicks over there. What's your

thoughts on attracting better clients.

You hit the nail right on the head. It's not

about one thing, it's about a blended strategy, and it starts

with getting great outcomes for your clients. Because Google

reviews have a huge impact on Search. Search has a huge impact

on conversion. Conversion has a huge impact on profits, and then

work with someone like Jay's organization, who can help you

think through where to deploy your money, right? Your

investment. Part of it is paid search. Part of it is looking at

even artificial intelligence, right? Folks are going to chat

GPT and finding folks now, but it's sitting down and mapping

out what that process looks like, and then being really

deliberate about measuring the results right. And my big

takeaway would be right now find out if you could figure out what

your average acquisition cost to sign a client, and then what is

your average contingency fee across the enterprise, and how

close those numbers are, and that will help you dictate, what

are you willing to spend to get that contingency fee? And if you

know that, it will unlock your mind, and you will start acting,

and you'll step out in faith, not fear.

And that's a great point, and I was going to

mention that earlier, that it's super important, like we meet

firms a lot of times we say how many leads you get every month,

and they don't really know what's your conversion rate.

They don't really know we track that. We track that to the

decimal point. Once we start working with them, they know

exactly how many calls they got, how many forms they got, how

many chats they got, what the conversion percentage was. Where

those leads came from they come from Google. They come from

Facebook. Seo, pay per click. LSAs, you gotta track that to

the penny. And my coach, Josh Nelson says, what you measure

gets attention and improves, what you measure gets attention

and improves. So you gotta know your numbers. Tim talked a lot

about that. Next piece is close, more cases, and I kind of hit on

the big point there, you gotta know how many leads you're

getting, what your conversion percentage is, and then start

doing the work to train your intake team. Use tools like tgr

Boomerang, so you're not missing any of those calls or forms.

You're immediately calling those leads back. Tim, what else do

you say about closing?

I strongly recommend using AI to do an analysis of

that to see how you're performing against the averages,

and then using a feedback loop from the AI, including the tools

that Jay is using to make adjustments. And then use tools

like nope, and I don't own, I have no financial interest in

it, notebook, LM, to create scripts, playbooks, and then

stick to and I think that's going to ultimately lead to

closing more cases, for sure.

And the last piece is building a five star

reputation. And step number one is better lawyering. And to sum

up, faster outcomes, if you can, in a quick sentence or two,

yeah, bottom line is it makes everybody the best

quarterback in the NFL. That's what faster outcomes artificial

intelligence does it levels the playing field to get the maximum

settlement and maximum contingency fee for your firm on

every case. Bottom line,

I love that. That's a great, great thought,

and that's how I feel when you use AI really. Well, I've used

it for hiring lately. I downloaded, I transcribed all

the interviews using a tool called fathom. Ai, I downloaded

the interviews into a private chat. Ai, I put in the job

description, I put in the disc profiles, and I rank candidates.

It's amazingly powerful, so it makes you feel like the best

hiring expert in the world, I've used it to audit our sales

calls. So it makes you feel like Tom Brady, it really does. Yeah,

and at the end of the day, who doesn't want to do

the best they can for their client every time it's good for

the client and it's good

for the firm, so real quick, tell people about

your free AI benefit analysis, and then we'll do so

regardless of the size of the firm, there's a lot

of customization that we do at faster outcomes. Not every firm

is different, and I always say, if your goal is you want to

smash your competition, we can absolutely help you do that. If

your goal is you want to get home a little earlier to help

put the kids to bed. We can come up with a plan that's optimized

for that. So we'll work with you, with there's a few

questions we'll send you that you can ask in advance, and

we'll be completely transparent with the benefits we think we

can get and any costs associated with it.

That's awesome. And I mentioned our hottest

trends playbook, handbook. I'm putting the link in the chat

right now, or you can scan it with your phone, and it'll bring

up the same landing page, 10 Golden rules.com/hot, trends, H,

O, T, T, R, E, N, D, S, hot trends, two words, but linked

together, and our playbook for the AI overviews how to get

ranked in those Google Chat GPT style results, the Google screen

secret algorithm. We touched on it briefly today, how to get

ranked in Google Maps and the brand guide strategies we talked

about for branding. So Tim happy to take some questions. Now, if

anyone wants to go ahead, put questions in the Q and A or the

chat. We're also streaming live on LinkedIn. We had 186 people

registered today on LinkedIn. Tim, I think it's the biggest

registration we had since the first time we did local service

ads, first time we did Google screen. So you must be a popular

guy.

Oh yeah, I was gonna say you're a handsome guy. It

makes sense to me. Thank you.

Everybody wanted to see two coaches today. All

right, we got a question from Athena and LinkedIn, how do you

see AI transforming law firms operations over the next one to

two years, especially in areas like intake, client

communications and case evaluation?

So I think we covered a lot of that, right? So

on the intake side, there's going to be a lot of learning

around what's working and what's not working, right? So call

sentiment is really important. That's very advanced. Ai,

there's trends now that folks want to install call sentiment

live so that they can flag. If someone's got a call center,

they can flag the manager to say, hey, we're predicting this

call is about to get a negative result, so they want the intake

manager to intervene, live, not post, because it's too late.

Obviously, AI is going to help with talk tracks and doing the

research around what are the best traits of the top

performers doing intake and then mirroring that on the operation

side, we talked about managing a case from the beginning the

onset, literally, how do I maximize the value of my case,

and also helping with cases that maybe we shouldn't pursue,

right? Using AI to help us determine this case isn't it's

not viable, right? So there'll be a lot there. And then on the

operation side, as we discussed, it's using your firm's own data

to become more efficient, right? And so that's the knowledge

base. So I see intake, I see conversion, sales, case

management, and on the operation side, all will be super impacted

by AI. And the one thing I do want to say is not at this

point, and no one should be thinking that AI is going to

replace any legal professionals at this point. AI is not 100%

accurate ever. I don't care what Whoever tells you that it's not

100% I also know that there's not humans that are 100% so AI

can be useful, but it's trust and verify. Still

good stuff. Yeah. I mean, specific to Athena's

question, intake is definitely seeing AI in all phases, like

number one recommended intaker, and they've built AI into the

chat. Most of the other firms have built AI in I mentioned

that if you're using the LSA, the local service ads messaging,

they're using AI to automatic respond and within seconds, so

when a message comes in, the consumer is getting responded.

To very, very quickly. And then the second thing Tim touched on

AI calls. Like I got an AI phone call today, I really couldn't

discern it from a real person. It took me drives crazy. It

asked a couple questions so the AI can speak better than I can.

No that doesn't say much. And then call analysis and training.

I showed you our call analysis training program. It's

phenomenal. It's amazing, like, the kind of stuff you can do in

AI someone like Chris Mullins or Gary bulk, who we mentioned

earlier, the folks who've been on our intake webinars. There's

great training on that, by the way, on on the YouTube channel.

It takes Chris about an hour to go through three calls and coach

a firm. And we do that with all of our clients. We record the

calls and give them the feedback, but the AI in about 10

seconds, does about three hours worth of work for an intake

specialist created the strategic plan and everything that I

shared with you today. So yeah, tip question comes in from

Katie, with all the buzz around AI, many in legal ops and

marketing wondering, is AI going to replace me? How do you see

the role of professionals evolving as AI becomes more

embedded in law firm operations?

So my simple answer for that was so I was having a

conversation with an intake specialist the other day who I

really appreciate, and she expressed concern about the use

of technology, people can become depressed and dependent on it.

And first of all, tell me one recent technology that doesn't

become predictive over time and cause people to get depressed if

they use it too much, but at the end of the day. And then my

favorite analogy is people go, Well, education is going to

change so much because people who are learning can become so

dependent on AI. What should we do? My advice, get really good

at using AI. The best professionals, the best lawyers,

the best paralegals, the ones that are going to succeed,

thrive, grow, blow past their competition, they're going to be

really proficient at using AI and zero risk of being replaced

those who become dug in and not willing to embrace and they're

walking in fear versus faith, those folks are at risk, for

sure. I'm

a little bit worried about the entry level

jobs, because a lot of the things that we do now, we would

have had someone very junior doing the best insight. This is

pretty sophisticated. Again, it was that interview with Sundar

Pichai, the Google CEO, and he said that AI has allowed them to

reduce their costs and increase their efficiency about 10%

across the board. Yeah, but what he said is that we're not

spending 10% less or doing 10% less now. We're setting our

goals and outlining our projects to do 10 or 12% more than we

could have done before. So I thought that was a really huge

paradigm shift, because that's been true for us at 10 golden

rules, the bigger we get, and thankfully, we've been growing

and we have a little bit more ability to add folks and add

specialties and add experts. We continue to add and we continue

to do more things and offer more services to our clients. So by

the same token, instead of being in fear of AI and AI is going to

replace me think of it differently. AI is going to free

you up. You don't have to do the manual, repetitive tasks that

you did before. Now you can use this thing, the brain power for

that 10 to 20% elevation. And I think there's a real opportunity

if you use that abundance mindset absolutely well, last

one, let's do a quick one. What's your favorite legal

podcast?

Legal keys. And by the way, you may be able to you

can see it in the background. I'm officially announcing today

that I've enjoyed this so much. Jay and I will be doing a follow

up podcast on legal keys in the next two weeks where we're going

to revisit a lot of the topics that will based on the feedback

that we get. We'll revisit a lot of the topics that we discussed

today. This is my open invitation, Jay, whatever your

schedule works. I really enjoyed the time. Let's get you on the

podcast and do a little quick review for the folks who enjoyed

the content today.

I love it. I was recently on Charlie man's, I

don't know if it's come out yet. Actually, I was interviewed by

Charlie Mann what they don't teach you at law school. And I

love Charlie stuff, and I love dozens of other podcasts I

listened to Lex Friedman. I mentioned that, but here's an

interesting thing. I actually really like the 10 golden rules

of internet marketing for law firms podcast. And believe it or

not, I will re listen to this one for two reasons. One,

obviously, I want to hear how I answer questions and be a bit

more precise in my own work so but what I find is a lot of

times, like when I was interviewing Tim, as soon as I

asked him a question, I was checking. In the chat and

getting messages from my team. And I gotta be honest, Tim, I

didn't really hear exactly as much as I wanted to hear about

your answers, and they were great. I re listened to all of

the 10 golden rules podcasts, so you can find that on iTunes, and

also we have the podcast on the YouTube channel. Tim, this was

great. Thank you so much for your time, your expertise and

and frankly, your inspiration for the three step process here

today.

Really, really appreciate it. Thank you, Jay.

Highly recommend everybody reach out to Jay guys. He's a

wonderful organization. I know a lot about digital marketing, and

I highly recommend Jay and his team. They do a nice job.

Thanks, buddy. Bye. Bye. Buddy. Have a great

day. Bye.