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EP054: Top Ten Hottest Technology Tips for Attorneys

In this Episode we review the Top Ten Hottest Technology Tips for Attorneys. We dive into the capabilities of popular Artificial Intelligence (ai) tools such as Chat GPT, Lawdroid, HarveyAI, and CaseTextAI, we tackle the latest strategies for optimizing Local Service Ads and Google Maps and take a deep dive into the changing world of SEO optimization, exploring Google auto-fill and vertical video. More than just tech tips, we share success stories that we are using right now for Ten Golden Rules clients and we elaborate on the value of creating viral videos to boost your firm’s reputation and expand its reach. With this episode, we are unlocking the tech treasure trove for law firms. Tune in and give your law firm the tech boost it needs!

Mentioned Resources:

YouTube Webinar on Technology Tips for Attorneys

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and in publications worldwide.

Facebook.com/TenGoldenRules

Linkedin.com/in/TenGoldenRules

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Transcript
Jay Berkowitz:

Good morning. Good afternoon. Good evening, whatever time you're listening to this podcast, great for you to be with us. And thank you for making the time. And today we're going to do one of the popular breakdowns of a recent webinar. And the webinar was called the 10 hottest technology tips for law firms. And with me today is Jenna. And I pulled the no show today. So we have to get by with the two of us. And what we like to do on these sessions is, you can always go back and watch the entire webinar on our YouTube channel. But when we do when we just play the webinars without the slides, and we're speaking to the slides, sometimes it's a little less exciting to follow along. So Jenna has been kind enough to craft some questions from the content on the webinar. And together we'll discuss them. And I think it'll be much better audio format. So without further ado, Jenna, say hi to the people.

Jenna Ehrhardt:

Hi, everyone. Thanks, Jay. Again, for having me back on this webinar was one of my favorites. I think it had the most crucial information for law firms to to learn. So this is a good one. And I'm excited to record this podcast version of it.

Jay Berkowitz:

Awesome, well, so you know, go ahead and hit me up with some questions. And feel free to join the discussion, and we'll just move along.

Jenna Ehrhardt:

Awesome. So as you said, This webinar was the top 10 hottest technology tips for attorneys. So what I'm gonna do, I'm kind of just gonna go along for each strategy you have and ask you a few questions on them if that's okay, perfect. All right. So your first strategy was AI tools for law firms. I know AI is the huge topic of conversation right now. So I first wanted to start by asking, What are your few favorite AI tools that law firms and attorneys can utilize right now?

Jay Berkowitz:

Great question. And no, of course, all the buzz is about tech GPT. And I always like to differentiate for people who haven't started to dig into it. The biggest difference is that there's probably 100, useful artificial intelligence companies. And then there's chat GPT, which is certainly the most famous of all these sort of consumer usable AI tools or business usable AI tools. And I'll talk about chat GPT first, you know, basically, people are describing it, you use Google in the search engines to ask questions, and chat GPT is a great place to get answers. And so it's a basically a free artificial intelligence tool, that you can ask it almost anything. And you can include prompts. And so instead of searches, they call them prompts. And you could say, you know, answer a question. Or write me an article as if you're a professional advertising agency copywriter. And you want I want this article to have conversion strategies. When people come to my website, they'll take action, and they'll fill out the contact us, or they'll call us and write the seven best reasons to call a personal injury attorney. And when you give it specific prompts, it writes the article in the format that you've requested, you can ask it to throw in a joke, you can ask it, to tell a story, you can ask it to write a story, we were playing around with writing some stories about, like writing a children's book. So it's incredibly powerful at creating content, and writing content. And the one heads up that I always fear about artificial intelligence. Well, of course, the big one that Elon Musk, and you know, all of the experts are saying, you know, this could be very risky for humanity. But, you know, let's leave that to the United Nations and bigger powers to figure out how to keep a hold on on this incredible technology as it continues to get smarter and smarter. But for now, it does have some limitations, most of the data is only up to 2021. And the other thing is that, you know, if you asked it 10 different questions about what to do after a car accident, how to select a personal injury lawyer, how to select a lawyer if you're in a motorcycle accident, it writes you a really great answer, you know, a really nice simplified summary type of answer, but it tends to have the same answer very similar answer to all 10 questions. When you're writing for SEO and when we're writing for our clients, and we want to have the best answer. According to Google, you have to have a unique answer and you have to have a comprehensive answer. And you have to have a very specific answer. So a big caution with using this technology for blogs for your website, is it tends to have a sort of similar Enos a sameness to it. Where, when you're really writing the best answer to be helpful is as a guideline from Google, you want it to be differentiated. So, you know, that's kind of covering chat GPT. And then, you know, what are some of the other tools? Well, we had the founder of log droid on one of our podcast, Tom Martin, and log droid, is a really incredible tool that lawyers can use, you know, it's it's still in beta. But it accesses chat TPT. And it also serves as a lawyer's virtual legal assistant. They've also downloaded 7 million cases from the Harvard case file, and their 7 million of the most recent United States, cases and verdicts. And so that it's drafting, you know, legal documents, summarizing documents, drafting emails, and letters, with the power of chat, GPT, and 7 million of the most recent US cases, legal cases. Some some other tools that are sort of playing in the space, there's one called harvey.ai, does contract analysis, due diligence, some regulatory compliance work? Again, you know, all these tools are being built out and growing every day. Another tool called case text, that AI car C, D, E x, t, is like LexisNexis. And it's a good case research tool. So whatever category you're in, there's dozens of different tools that are starting to make the, you know, at least the junior work very, very easy. There's a tool that can do your taxes. And there's a tool we're using that runs a DISC profile, off of your LinkedIn profile, called Crystal nose, C, Ry, S, T, a, l, K, N, O, W S. So again, hundreds of these tools out there many in if you're not in legal, many in your field. So I'm just differentiating between artificial intelligence apps and applications and plugins, and websites and companies, and chat TPT, which is the most popular of the hundreds of great applications out there.

Jenna Ehrhardt:

It's truly crazy how just in the last few months, how many different AI tools are popping up and different platforms are coming out? Like, this is definitely the future of just work, and just everything. So crazy.

Jay Berkowitz:

Are you using TPT? in your everyday life? Now? Jenna?

Jenna Ehrhardt:

I am. I mean, I think it's truly phenomenal. Like just things simple things like internally for work, it can help you draft emails, it can help you create, you know, outlines and stuff like that. So, I mean, I think if people aren't using it yet, then they're really missing out.

Jay Berkowitz:

You know, it's one of those things that, you know, I call it like, the light bulb moment, where, you know, a lot of a lot of us hit that sort of light bulb moment with YouTube, you know, several years ago. And, you know, you would always Google things, Google things, Google things. And then you started realizing, Wait a minute, you know, I really want to see a video of how to make a fluffy scrambled egg. Or I want to see a video of how to unplug a toilet. Right? So you'd go straight to YouTube. And you do your search on YouTube, instead of Google. And you Google on YouTube, it's not like you were, you know, dissing Google or anything, you just knew you'd get a better result. More precisely, and, and I've started, you know, mentally having a light bulb moment where the light bulb goes off. And it's like, Wait, this would be something much better to as chat GPT than to ask Google. And I even installed the chat GPT app on my phone and put it right on the homepage of my phone right beside, you know, Safari and Chrome. So I have a choice of browser and a choice of search engine directly to chat GPT. Now, the other implication, of course, is what's going to happen to Google search. And Microsoft's already started we, you know, reach redesigning the homepage of Bing search to try and incorporate chat GPT Google has a similar product called Barbie a arty, and they're playing around with, you know, sort of an answering engine, an AI answering engine, so it's clearly going to change the look and shape of search. And, and like I said before, you know, Google dominated 90% of searches six months ago, and I think now, I mean, they're probably down to 80 or 85%. Because I bet five or 10% of searches now are going to these different AI tools.

Jenna Ehrhardt:

Right. And speaking of like, chat GPT, Bing, do you suggest that attorneys and law firms start advertising on Bing rather than just focusing on Google Pay per click?

Jay Berkowitz:

Well, Google hasn't, or sorry, Microsoft and Bing, haven't quite figured out friendly consumer usability. And in my opinion, Bings not ready for primetime, it's still, it's a it's a really junky search result. And I haven't been too impressed with their ability to integrate chat GPT yet, I would, you know, the biggest thing that we're doing as an agency in general Gnosis is, we're being extremely focused on answering questions, and providing the best helpful content. And that's been Google's guidelines for the last three or four years in their search algorithm updates. But I think with the oncoming of these AI tools being incorporated in the search results, I think, a good you know, sort of long term white hat SEO strategy, search engine optimization strategy is to answer questions on your website. And we do this literally, with our attorney clients. And we have them answer a dozen questions and filmed them on video every couple months. And we use those video answers to create YouTube posts and search engine and video optimized blog posts, where we're answering questions and providing a high level of help, which has been Google's guidance. And frankly, you know, if you're answering questions, hopefully, the AI will start referring to the answers that are most popular across the internet. So a way to search engine optimized for artificial intelligence is to provide answers to questions, because essentially, that's what you're doing when you're searching. And that's what you're doing. When you're asking TPT for help.

Jenna Ehrhardt:

Absolutely. And that was another one of your strategies in the webinars. So that was one of the favorites that people had. So I think

Jay Berkowitz:

I cheated ahead to be number four, which was just to answer questions. So, you know, basically, sum that up again, if you collect, you know, a good good tactic is to collect questions, you know, just like I have a little notepad on my desk. And every time a client or prospect asked me a question, I jot it down. And then when we're writing blog posts for 10, golden rules, a lot of times, we will just answer the questions that we get asked frequently, in another easy one is, if you client asks you a question. And then you write an answer, and you type it out and you email the answer to them, copy and paste that email, take out any confidential information and turn that into a blog post. Because if one of your clients has that question, very high likelihood somebody else has is asking that question as well.

Jenna Ehrhardt:

Absolutely. And while we're on the topic of Google searches, can you explain to people what Google screen is local service ads and why it's beneficial to law firms?

Jay Berkowitz:

Yeah, that's, that's actually the second hot strategy that we shared, is optimizing for local searches. The LSAS local search ads, were also illegal. It's called Google screened. And in home services, it's called Google verified. And then the program, the back end of the program is called LSAS are local search ads. And it's so important to optimize for your local search ads. Because these are now the very top of Google. When you do when I do a search on my phone, the way my phone's configured, they take up about 80% of the first screen on my phone. So whether I search for, you know, car accident attorney near me, or, you know, plumber near me or divorce lawyer, the first two results on my phone, and the first three results on my computer, are the local service ads. So it's super important to figure out the secret algorithm to the local service ads. And we shared that on a webinar so you can watch the entire webinar. But just to sum up quickly, how do you get in those top three and so many attorneys are also asking us, you know, I've fallen out of the top three, I fall on how do I get back up? So that the secret algorithm that we talk about is number one is responsiveness. You've got to answer the phone And, you know, we, whenever we talk to an attorney, they're like, well, we add to the phone all the time. And then once we turn on the local service ads, we get them approved for this Google screen program, we find out that, you know, you don't always answer the phone, you know, at a lot of times, you know, one of the receptions takes a break over over lunch. And, you know, a couple of calls come come in the other one can sometimes miss a call, and missing a couple of calls can be enough to drop you out of the top three in the local service center. What's your strategy for after hours, you know, the best policy is to tell Google, you're available 24/7. But your after hours calling solution has to be on point. And the guideline is you can't let a call go more than 15 seconds without answering your call. And so responsiveness is super important. The second thing is Google reviews. And in the map section, you've got to have the most Google reviews, and the highest five star rating to come up consistently in the in the three map SEO results. But in the local service ads, we found that a way around that that algorithm, you can be a relatively new site, you can be like an upstart. And you only need one to two new reviews each week to be able to get in that top three. So the LSA algorithm seems to reward recency, newness of those reviews, more than just a total quantity of those reviews. So it's a you know, really great opportunity for a new law firm or a young law firm, where Google is allowing you to be competitive with the big, big boys in your market, because they're rewarding you for proximity. So people who are close to your location, they're rewarding you for responsiveness answering the phone, and they're rewarding you for getting one to two new reviews every week. And then there's, you know, a number of other things that you need to do in the program. But um, you know that those are the headlines on the secret algorithm for the local service. That's

Jenna Ehrhardt:

awesome. And you'll actually be touching a little bit about that in your next webinar as well. So people can look out for that.

Jay Berkowitz:

You do this with the clients? Like what are some of the things you're coaching the clients on? Jazz and Account Manager for 10 golden rules? What are some of the things like when we look at that local service ad report? What are some of the things that you think are game changers for your clients?

Jenna Ehrhardt:

Um, I think not only is putting our best strategies into place, like you said, The Secret algorithm that we have, but I think something that's super important for our clients to see is the reporting that we do not just like, not just to go over numbers, but they can see if the LSAS are actually worth it. Because they can see, like, if people are tracking their cost per case, you know, they're able to see, wow, this is really worth it. Or if someone's like I'm spending money on leads, they can really see the results. So it's really exciting for our clients to, you know, take a look at those numbers and see that it's worth it. We got to send a few emails out today that some of our clients are in the top three, because they're doing really good on implementing like our booking strategy. So that's been exciting to see like,

Jay Berkowitz:

that's the hottest new little tactic that we've discovered. Why don't you share that? What is the booking strategy for the LSAS.

Jenna Ehrhardt:

So right now, we are telling our clients about this new booking strategy. So what we're saying is that if any lead comes in, that is a good lead, you know, they search Personal Injury Attorney. It's in your practice area. It's in your location. Whether you book the case, like actually, whether you sign the case or not. We are recommending everyone to put booked market as booked in their LSA platform and to put a date, because this is really showing Google that you are really motivated to get these leads, and that they're good leads for you. So whether you marked it booked or completed, you're still paying for that lead. So we're suggesting that everyone marks them as booked unless you're archiving or disputing that lead. And we've been seeing really good results.

Jay Berkowitz:

So in the back end of the Google in the back end of the Google Dashboard, where you manage this local service app program, where you see the leads and listen to the calls, there's really like four options. So you can for the good leads, you can mark them as booked or completed. But what we're saying is mark everything that's good as booked and put in a date, as in the date that you're going to be meeting this person when they're coming into your office, and even just put a forward facing date. If you know you've got an appointment to talk to them or you will they'll talk to him at some point in the future. And then if if a leads, like really terrible, so, you know, you gotta be very careful to accept as many leads as possible and tell Google, you want more Leads. If, if something's really terrible, like, it's one of those robo calls, and they're trying to sell you something, or it's someone looking for, you know, like a real estate agent or something, nothing to do with with law, then you can archive those leads. And you if Google still wants to charge you for him, you can put the three dots of dispute those leads, but Google is going to listen to the recording, the artificial intelligence is going to read and download that content and decide whether or not they agree with your dispute as to whether or not they charge you but for the most part, if it's if it's not a lead in your category, you don't have to pay for it.

Jenna Ehrhardt:

Yep. Another thing that another strategy you talked about, sorry, I'm gonna bounce around as they relate to what we're talking about, was optimizing your Google Maps. And I know this goes hand in hand with LSAS. Because this is what's showing up on page one of Google. So how can a law firm, like see where they're ranked in Google Maps? And how do they improve that ranking?

Jay Berkowitz:

Well, there's a number of tools that can show you how you rank outside of your office. And one of the mistakes a lot of people make is they're sitting in their office with superfast internet access. And they're, they do a search for, you know, personal injury lawyer. And they're like, look, we're number one. And the maps are number one everywhere. But we use a number of tools. And there's a number of tools in the industry where we can show you how you're ranking, you know, one mile away from your office to the north, south, east and west, and in two miles, and three miles and 10 miles and 20 miles. And so we do this analysis, to show you how your distribution is throughout your target area. So if you want to see one of those distributions, you know, get in touch with us at 10 golden rules. But the, you know, the sort of basics of getting listed in the Google Maps. First and foremost, you've got there's now about 30, or 40, different things you can do to optimize your GBP, which is your Google business profile. So I assume anyone on this call is probably already claimed their Google Maps listing. But if you haven't, you know, Google, Google your your firm's name. And if you don't own your Maps listing, if you don't have a login, and an account set up, that's the first step is claimed that there's a button that will say, Do you own this business, and you click it, and you verify with Google that you do own the business. And then you can verify your company name, your address, and you can start adding information, like your hours of operation, you can add some pictures of your location. And there's like I said, 30, or 40, different things, you want to add multiple practice areas and clarification around the type of work you want that type, you know, obviously exclude the type of work you don't want. And the more precise you can be, the better. So the first step is, you know, filling out all that information on your Google business profile. And make sure that your name and your address is precisely listed exactly the way that you want it to be shown throughout the internet. And then the next step is to go to every other listing site, and make sure they're mentioning your firm precisely the way it's listed on your Google Maps, your Google business profile. And I'll give you a couple examples that I always used. Our company is called 10, golden rules. And a lot of people are very kind and they give us a listing. And they even give us a link, but they linked to one zero golden rules. Now we own the domain one zero golden rules like the number 10. But we always originally spelt the company te n 10, golden rules, right, with the word spelled out and letters. And so throughout the internet, there's always a dozen or more links to one zero golden rules. And it might even link to 10 golden rules. But any inconsistencies confusing to Google because Google's an automated robot, right? The spiders are automated, there's not a human looking at it. And so you want to make sure that you have consistency in your name, and also in your address. So a lot of different a lot of firms have different variations on their address. Like you could have unit number one, building number one. Hashtag number one, suite number one. And if you have four different variations, even though Google is smart enough to figure it out, it's it's confusing enough to knock it down a few notches in the maps. So you want to make sure that there's very consistent what we call nap in the industry. name, address and phone. So you can have consistent nap. And everywhere you're listed, it's consistent with your Google profile listing. And then the third piece of the puzzle is to get other folks to link to your Maps listing. So the types of websites that are directories, and then geographically based and, you know, local Chambers of Commerce and things like that, make sure there's a link to your Maps listing, and you can boost your Maps listing. And last but not least, Google reviews. So Google reviews are kind of like the most important part of the maps algorithm. If you have all the other stuff correct. And you're not going to turn off the spiders are confused the search engines, getting a lot of Google reviews, and a lot of Five Star 4.9 4.8 Star reviews is going to be the final determinant of who gets in the top three of the Google Maps, and who's way down the page.

Jenna Ehrhardt:

Right. And like you said, Google Maps and local service ads are so important right now, because they're taking up. Like he's like 80% of that first Google page when someone searches. So those are super important.

Jay Berkowitz:

We also add content to the Google business profile, you want to talk a little bit about that strategy.

Jenna Ehrhardt:

Yeah, of course. So what you were talking about earlier, you were talking about our q&a strategy. So what we do is have clients answer questions that are frequently asked questions on videos. And then we turn those in to blog blogs, like Jay said, we also turn them into social media posts, we can incorporate them into newsletters, and we also post that content content on their Google business profile. So it's very important to have fresh new content on your Google business profile. Because when people are actually finding you, they're able to click that see that you have a few blog posts up or videos, watch a few of those, and then they really, you know, they know like and trust you. And then that's when they'll give you a call.

Jay Berkowitz:

Oh, well, why don't you hit up? A question on the next strategy?

Jenna Ehrhardt:

All right, well, this kind of goes hand in hand. But one of your other strategies was to go mobile. So I'm kind of hitting on all the Google ones first. But um, should people differentiate between SEO tactics on desktop versus their mobile strategies? Or what do you recommend there?

Jay Berkowitz:

No, that's a great point. And, you know, really, what we're talking about is optimizing your entire business performance for mobile, because we're seeing 60 or 70% of searches, you know, for personal injury law firms, and, you know, family firms, bankruptcy firms, consumer facing searches. So, so many more are being done on mobile phones than on desktops. And a lot of times we think about our website on desktop, we think about our search results on desktop, but 60, or 70%, of the market opportunity is taking place on the tiny screen of a cell phone. And it's probably not the mass of iPhone 14, that the lawyer has, you know, the average consumer probably has an iPhone, a small iPhone seven or a little, you know, Google phone. So the the ability for your all of your digital performance, to work on the small screen is so much more important. And it's really important that you look at it, you know, on a cell phone and, and be cognizant of that. So, you asked about SEO. And, you know, there's a pretty sophisticated SEO strategy to optimize your website for mobile. You know, the first thing is your, your website's got to be super fast on mobile. And there's even some schema code sch EMA, which is a code that was developed by Google in association with like, 14 other search engines and 14 other companies that just like a standardization for how, how they will all read your website. And so you can actually create code that your website streamlined for things like blogs, and it's super easy and simplified for these automated robots to read your website, and for mobile phones to display your website. So, you know, speed and schema code are sort of two advanced SEO strategies. And then there's a whole strategy around the paid advertising. As we talked a lot about the local service ads, obviously, you want to get your piece of that pie. You want to get as many appearances on those first two listings on a mobile phone. Because those are phone calls, like the we almost skipped the most important part of the local search. sense is when people click on a local service ad and call you calls converted by 24 25% of the time. And when someone fills out a form on your website, and then you call them back 90 95% of the time, they don't even answer. So we see forms converting at five to 7%. And phone calls converting at 25%. So you really want to win in the local service ads, and come up as many times on this mobile phones as possible. And then there's an additional strategy that we use to craft our pay per click the paid Google ad campaigns, different from the local service ads, the old PPC ads, to get a much higher percentage of those ads, as a click to call, as opposed to a click to the website. Again, for the same reason, if you get a phone call, you're probably going to convert 20 25% of those calls into clients. If someone goes to your website on a mobile phone and tries to fill out a form, good luck to you. Chances are you're losing that game. And by the same token, if they do come to your website, you know, you should have a text option, you should have a click to call option. So make it super easy for people to contact you.

Jenna Ehrhardt:

Absolutely. And when someone's putting in that Google search on their mobile phone, something that you talked about in the webinar was Google autofill. Do you kind of want to touch on that real quick?

Jay Berkowitz:

That we have a pretty sophisticated solution, where if a client does a search in Google, Google shows you eight or 10 suggestions. So as you start typing in, like if you type in, I think Accident Attorney rich, or ich, it fills in Richmond, like Richmond, Virginia and assumes you're you're looking for Richmond, Virginia, and then it puts our clients name. So we've been able to, you know, work within this search suggest feature and search engine optimize our clients name, right at the top of search suggest, though, it's a pretty, it's a pretty expensive tactic. It takes a massive amount of work to get that to happen. But we've had a tremendous amount of success, even like the search motorcycle lawyers. The first suggestion is motorcycle lawyers, law tigers, and our client law attackers is first suggestion.

Jenna Ehrhardt:

Yeah, that's that tool is just crazy. And I think it's great, because a lot of the times when people are searching, I mean, their search already comes up, or the first suggestion is what they click on. So I think that's a really neat tool. But your next two strategies kind of go hand in hand. One of them is tic toc. And the next one is cascading content. Why do you think law firms should be using vertical video? And is there a strategy behind using tic toc and reels?

Jay Berkowitz:

You know, another great question. And another great strategy. We have been doing this question and answer strategy for about five years, where we asked, you know, our attorneys to answer basic questions like How much does it cost for consultative divorce? How long does it take for collaborative divorce? And answering those questions? So we're setting the website up? And the YouTube up for these question and answers. And then we've started doing, I like to call them the remarkable stories or the cocktail party stories, where we ask the attorneys to tell stories that are, you know, kind of wild instances, and we turn those videos into viral videos, with a little bit of advertising help. A lot of times you can get these to take off, and they'll get eight or 10,000 views. And we've recently had one go over 250,000 views. And these are the more interesting story. So like we had a case where one of our clients has a personal injury attorney, and his client was injured in an accident. And then he went did some research on social media and found out the individual hit his client was driving for a pizza delivery company. And when he looked a little deeper on social media, this young man had made a post at the pizza place smoking weed almost 30 minutes before the accident. Oh, no. Now we had an intoxicated driver, you know, weed intoxication indication that, you know, pizza delivery, so you got to get it there fast. I don't know if there was one of those 30 minute delivery companies. But you know, all indications that this person had additional risk factors. And so when we uncovered this information, the insurance company very quickly paid a large sum, and there was no chance this was going to court

Jenna Ehrhardt:

Oh, I'm sure that is so crazy.

Jay Berkowitz:

We've had the, you know, like the Hertz airport, Van drivers with no no driver's license. And, you know, the person who fell through the stairs at a, at an apartment complex for the second time on the same set of stairs. You know, just like these stories that are, you know, there's nothing funny about personal injury. But the stories are certainly the remarkable stories that the attorneys are probably telling their friends at cocktail parties. So we're sharing them as viral videos.

Jenna Ehrhardt:

Yeah, and it's super important to start using that vertical video strategy. Because, like you said, it allows you the opportunity to go viral, rather than just posting them on YouTube. You could even take those YouTube videos that you are shooting and turn them into video vertical format. And then you know, cascade that to all your social media platforms. And when we say

Jay Berkowitz:

I didn't answer that question really well, just so you know, explain what's the difference between a horizontal video video and a vertical video? And what is a real tip?

Jenna Ehrhardt:

Yeah, so a horizontal video is if you're shooting something, horizontal or landscape, right? Yeah, you're shooting it. You're shooting on your phone sideways. And vertical is if you're getting that long shot. Where you have where it's more, I don't know how to describe this taller knowing it's taller. Exactly. So

Jay Berkowitz:

you're Yeah, so it's up and down. And, you know, the really, I think what what's been happening is like, Facebook reels, and Instagram reels and tiktoks are almost always now formatted for the up and down the way we hold their phone in our hand. So and in the old days, we used to, you know, all video was done for your desktop, so it was more sideways. So we just people just assumed their videos should be done sideways. And now the world's changing and the TIC tock format are much more popular.

Jenna Ehrhardt:

Yes, definitely.

Jay Berkowitz:

Why don't we hit one more Jenna? And then we'll wrap up? Because I think we're getting into that long. The long podcast format.

Jenna Ehrhardt:

Yeah. All right. Um, the last strategy I'll touch on is lead generation, I think it was the last one you touched on. But what are some of your favorite lead gen sites? Well,

Jay Berkowitz:

I'm not gonna share sites per se, but I'll share some of the strategies that are working really well. And we've partnered with a number of websites and companies, the number one thing that works is getting unique leads. So the worst thing you can do is sign up with a lead company. And a lot of times they do a little bit of bait and switch, where they'll they'll give you 10 unique leads that they don't share and sell with anyone else. And then you sign up with these guys here, oh, this is great, give me 100 more leads like this. So you've got to make sure that your leads are always unique to you. So that most of the services we have, are very, very good at that. And then the other thing is, you know, finding some unique properties, like one of our websites, has like a four or five page long form that people fill out. And, and then the leads are unique. So those tend to work great for our clients. Because if somebody takes the time to fill in a lot of information about their case, there's a pretty good chance that's a legitimate lead. And then the other area where we're having a lot of successes with Spanish leads. And there's a couple of vendors who have really great Spanish leads. And that tends to be a little niche and in the market where there's a little bit less competition. And therefore if you're really good at Spanish intake, and you have a couple attorneys that can speak to Spanish clients, obviously, you're gonna have a few less competitors, depending on your market.

Jenna Ehrhardt:

Right. And there was one um, there's one last strategy that we didn't touch on, which was new tech. So I encourage you all to go check out the webinar to kind of see what new tech tools Jay was showing you

Jay Berkowitz:

all. Awesome. Well, Jenna, thanks so much for going through all this in and putting it in a auditorily favorable format. So hopefully you all enjoyed this. And if you did, you know do us a favor, give us a five star on iTunes or your favorite podcast platform. And if you would like to connect, you know, just hop over to 10 Golden Rules remembered spelled te n 10 Golden rules.com And we'd be happy to meet with you and talk about how we could help with your marketing strategies or answer any questions you have. Absolutely. Thanks everyone. And if Ike was here, what would you say Jenna?

Jenna Ehrhardt:

something outrageous and fun.

Jay Berkowitz:

Peace