Start Your Own Law Firm

HOW TO START & GROW
YOUR OWN LAW FIRM
COOPER SAUNDERS
MILLER LEONARD
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CONTENTS
PART I
STARTING A LAW FIRM
Introduction 3
Chapter One: When 5
Chapter Two: The Basics 9
Chapter Three: Find Your “Why” 15
Chapter Four: The Business Is Out There - How
Will People Find You? 17
PART II
MARKETING A LAW FIRM
Chapter Five: Foundation & Expert Status 23
Chapter Six: SEO 47
Chapter Seven: Google Ads 63
Chapter Eight: Social Media Marketing 79
Chapter Nine: Hiring A Digital Marketing
Company 93
Chapter Ten: Law Firm Growth Checklist 97
Bonus Chapter-Marketing Secrets of The Ultra-
Wealthy 101
About The Authors 113

PART I
STARTING A LAW FIRM

BY MILLER LEONARD
INTRODUCTION
If you are confused about how to open your own law firm, join
the club. This book aims to help you solve the problems you
face in opening your own law firm. Unlike many books, there
are two authors of this book. One is a lawyer, and the other
helps firms market and brand themselves.
This book is designed to give you concrete suggestions on
how to make your dream a reality. It is a practical guide. Here
you will not find the Socratic method of law school.
Why is it so hard to find help in starting a law firm? Even
though the law is a profession, it is not, on the whole, a profes-
sion that sees the world with an abundance mindset. Most
lawyers and law firms view the world with a scarcity mindset.
This is a huge mistake.
This book is designed for more than just those ready to
start their own firm. It is also meant for those with it as a career
goal to be their own boss and run their own law firm. For those
who aren’t yet ready, the planning starts now. And for those
prepared to go, this book will give you the help you need.
As you read through this book, remember that owning and
3
Introduction
running a law firm is a mix of the profession of law and the

business of law. Most lawyers need to improve in the business
of law. Cooper has excelled in the business of law, and he wants
you to succeed. You can have no better teacher.
It’s time to make your dreams a reality.
4
CHAPTER ONE: WHEN
T he law is a profession. You attend three years of law

school and, upon graduation, must take and pass the bar
to practice. Despite improvements in law school, a person is not
prepared to practice law upon graduation.
Medicine has addressed the issues of preparing Doctors by
implementing residencies. The law has no such requirement.
But it is wise for a lawyer to spend several years learning the
practice before opening a law firm.
How long should someone practice before they open their
own firm? 3 – 7 years is a reasonable period. Each practice area
differs, so adjust according to your chosen area. But after 3- 7
years, a lawyer has a good amount of practice under their belt,
and they usually handle cases independently from inception to
conclusion.
If you are in law school or a new lawyer, use the time you
are studying law and learning the profession to gain better
insight into the business of law. Just because you aren't ready to
implement the strategies, blueprints, and systems you will
discover later in this book doesn't mean you shouldn't start
learning about them.
5
COOPER SAUNDERS & MILLER LEONARD
Develop a networking plan during law school and the

initial years of practice. The law, as a service industry, is an
industry of relationships. Those who run their own law firms
need both to have comprehensive and varied contacts within
the community, and they also need to start to develop a
network of their own that is not dependent upon the firm they
work for.
Networking. You'll hear this word thrown around. And you
need to network. But how?
1. Get a Plan – Any Plan is Better Than No Plan
Chances are you are a perfectionist. It is a personality trait

common in law students and lawyers. And law school makes
this trait even worse. But writing a networking plan is more
important than making the "perfect" one. You'll never have the
perfect plan. Every project you make will get adjusted, tweaked,
revised, and thrown away for a new plan. The key is to get a
plan and start executing it.
2. Actionable Items: These are the things you can set out
to do each day or week.
For instance, if you want to move to a new town, you might

have an Actionable Item contacting at least one person on
LinkedIn who lives there.
Set aside some time every day to make your plan come to
life. It doesn't have to be much. Fifteen minutes a day will add
up if you are consistent.
3. When: Make networking a priority. Priority plus

consistency is a great asset.
4. Set reasonable expectations – you won't achieve all
your goals immediately. But as you apply yourself to the
6
Chapter One: When
plan you have created, you will find that your consistent
small effort turns into dividends.
As you network, viewing it as something that you will

continue to do throughout your career is helpful. With that in
mind, network with people you enjoy, go to events you like.
Networking that is fun is something you will do.
7
CHAPTER TWO: THE BASICS
W here do you want to practice?

Since opening a law firm is opening a business, it
makes sense to figure out where you want to open your
firm. Many large metros have too many lawyers. And many
midsized to smaller communities have few lawyers, with many
aging out of practice.
So consider where opening your firm will be most advanta-
geous for your business.
Small and midsize markets are wide open in many

areas.
Technology has made the practice of law much
more uniform – no longer do you need a huge law
library because you have all the research tools you
need, and more, online.
Look for areas that need lawyers and where the
median age of lawyers is high – this is a zone of
opportunity.
Many smaller and mid sized markets have lower
costs of living.
9
Some types of law only exist in larger markets – so if

this is your practice area reality, location matters.
Small legal markets have some definite pluses:
1. Usually, a lower cost of living.

2. A smaller Bar so more collegiality.
3. Less competition for jobs.
4. Often, you get to handle your own cases faster.
5. The potential to move up the ladder in a firm faster.
6. Greater community.
7. Better commute, if any.
8. The chance to be a part of the legal community and
be known.
9. Lower office overhead.
10. Greater ability to dominate the market with SEO
and other electronic advertising strategies.
Smaller markets also tend to have less billable require-

ments, and since the pace of life is often less hectic, you get to
enjoy your work without having your work become your entire
life.
The commute aspect of smaller markets is often fantastic. A
5- or 10-minute commute in a smaller market isn't uncommon.
Office Space:
The image of a lawyer with a large, ornate office looms large

in television and the movies. And offices that are ornate and
large are nice. But they are also expensive. As you start your law
firm, look at your options for office space:
10
Chapter Two: The Basics
Can you share space in a current law firm? And if

you can, do you have the ability to get work they
don't want and don't handle?
What services are offered at the office space –
copying, reception, parking, coffee, and water?
Is the office space easy to find and easy to get to?
Does the office space have more than one
conference room? How do you reserve the
conference room?
Does the office come with a phone system? If so, do
you have to use it? Is the phone system an added
cost?
Do you need to provide your own internet service,
or can you use the one in the office location?
Do you even need an actual office, or can you use a
virtual office instead?
Office space is a cost. You should choose office space that

allows you to minimize the recurring expense of rent, as over-
head is something you want to ensure you control when
starting a law firm.
It's also important to know your clientele. Do they have
expectations about the type of office you have? Do they care? If
your office is overly ornate, will they consider it a reason to
think you are overcharging them?
On the practical side, office sharing makes much sense for
someone just opening their law firm. It allows for more services
at a lower price. And it means that you have other people to be
around – being alone is often forgotten when people discuss
opening their own firm. If you are the firm, until you grow, you
are alone.
And, sometimes, you can office share with an older attorney
or firm that is looking to find a successor.
11
Research Your Location:
It is well worth scouting your market and practice area

before determining where to open your office. Before you open
your office, get numbers on internet searches in your office area
for your practice type. Determine how many lawyers are doing
what you want to do in the area. Remember, for online ads,
your office address is crucial, which will be discussed in more
detail later.
What's In a Name:
Lawyers tend to name their firms using some variation of

their name. In many states, this is no longer required under the
rules. As people increasingly use non-referral sources to choose
a lawyer, using your name as your firm's name may not be the
wisest move. Instead, consider using a name that reflects what
you do. As an example:
Wills, Trust, and Estates Lawyers of Western Kansas

is much better than The McCrea Law Firm.
Family Lawyers of Bowling Green is much better
than The Reginald Law Firm.
Injury Lawyers of North Georgia is better than
Booth, Hamilton, and Leonard.
In all of the examples above, assume that the law firms

focus on the same practice areas in each instance. The names
that include the practice area are much more to the point and
leave no doubt in the customer's mind about what type of law
the firm practices. Often lost in the name decision is that
providing legal services is a business. So it would help if you
had a name that allows people to easily understand what legal
services you provide. Doing so gives you a competitive advan-
12
Chapter Two: The Basics
tage. And it creates trust – you've named your firm after the
services you provide, and this resonates with people.
Use Your Team:
As you consider the location of your firm and the name of

your firm, you must coordinate this with your marketing
provider. For instance, if you are using Cooper Saunders, you
want to have a Zoom with him, go over locations and names,
and get data. Data will help you decide where to locate your
firm in your chosen geographic area and will help you name
your firm.
Business is a team spot.

The law is a business and a profession.
For the business aspects of the law, use your team.
Leverage your team's knowledge and experience.
Accept that you are not a business expert. It's ok.
Part of your future success is understanding that you need a

team to grow, to expand, and to make your law firm successful.
You cannot do it on your own.
Get Insurance:
It's not sexy, but you need malpractice insurance and likely
premise insurance. Check around to see if your state bar has a
good provider.
13
CHAPTER THREE: FIND YOUR “WHY”
B efore starting a law firm, every lawyer goes to law school.

During those three years, you learn next to nothing about
the private practice of law. And what you do learn centers
around the profession of law rather than the business of law.
To some, describing the law as both a profession and a busi-
ness is offensive. And this is a sentiment that abounds in law
schools. But the law is a service profession, and services in a
free market economy come at a price. You’d think that since
most law firms are engaged in the private practice of law, the
business of law would get discussed more. But it isn’t.
And even worse, how to start your own law firm is rarely
described or talked about, except in passing.
This book aims to solve a pressing issue in the law: It aims
to help those who want to, who are planning, and even those
who have started a law firm get a blueprint and a plan. It’s 100%
doable.
It’s also essential to find your why. Why start a law firm?
Why engage in the planning process now?
Everyone’s “Why” varies. Find yours, and then let this book
15
help you engage in a systematic plan to make your “Why” a

reality.
But before moving forward, you must discover your “Why.”
Please write it down. Think about it. This is the bottom level of
the foundation of your law firm. Your “Why” will help guide
you in making crucial decisions, from where to practice, who to
hire, how many hours you want to work, how you want to bill,
and how big you want your firm to become.
Included in your “Why,” think about adopting an abun-
dance mindset. The law is packed with people who have a
scarcity mindset. The scarcity mindset fits well in a profession
dealing with conflict, emotions, and catastrophes. But, if you
throw out the scarcity mindset and adopt an abundance mind-
set, you will discover a new freedom. And with this new mind-
set, you will be prepared to implement the plans this book
lays out.
16
CHAPTER FOUR: THE BUSINESS IS
OUT THERE - HOW WILL PEOPLE
FIND YOU?
F or most people starting a law firm or wanting to start a

law firm, the scariest aspect is finding business. Business
comes to us in different ways. Let's talk about three common
ways of getting business.
1. Networking for Business
As a law firm owner, you must get out in the community

and inform people about your services. This is networking.
Networking is a long-term business prospecting model. But just
because it is a long-term model, don't avoid it. There are many
reasons to network. And one often overlooked reason is that
networking will help you to become a better salesperson. I can
hear your protest now, "But I am not in sales; I am a lawyer."
True, you are a lawyer. And you are a lawyer who is selling your
service. So you are also in sales. Networking gives us plenty of
chances to tell others what we do and how we can help, and it
allows us to become a value-added part to those we know.
As for how to network, here's what I have learned - getting
into a regular, consistent networking schedule with people who
17
aren't lawyers will pay off. Add a stable, consistent networking

schedule with lawyers, and you will have an excellent founda-
tion of relationships in a few months to a year. From that foun-
dation, you will find that consistency is your friend and that
your "network" will grow faster and larger with less effort.
2. Referrals
Referrals are the product of your network. And while refer-

rals are tied into networking, not all referrals will come from
your network. Some will come from people who know your
reputation. Others will come directly from your network.
Referrals are typically your best leads. They come with a
built-in advantage - the person coming to see you already trusts
you even though they don't know you. Why? Because they trust
the person who referred them.
There is a temptation to view referral leads as "free." I'm
afraid that's not right. They are not free. Instead, most referrals
are the product of your networking and reputation building.
There is also a temptation to view a referral lead as a "sure
thing." This is also wrong. Refrain from viewing a referral as
certain business. Instead, consider a referral as someone who
needs help, already has a good opinion of you, and, because of
these two facts, someone to whom you can show your expertise
and problem-solving skills without convincing them they need
your services.
It's essential to keep a list of who is referring your business.
The people who refer matters to you believe in you. They are
not to be taken for granted. And you must have a system to
ensure you handle referrals with the utmost care.
18
Chapter Four: The Business Is Out There - How Will People Find You?
3. Marketing
The untapped gold mine for your new firm lies in effective
marketing. A marketing genius writes the following chapters. I
cannot add to them in any technical sense. But I can talk about
what is often missing in many law firms that engage in online
marketing.
You need to have an online marketing presence. And you
need to figure out how to service the leads that come. This is
missing in almost every law firm, and because it is missing, law
firms are leaving money on the table and not taking full advan-
tage of their marketing.
The goal of marketing, be it print, online, SEO, or Google
ads, is to maximize your return on investment. The following
took me years to fully grasp. And nobody is talking about it in
law school. Let's break it down into simple terms.
1. You have a budget for marketing.

2. You want to determine how many leads your budget
will bring you monthly.
3. You can only calculate reasonable leads if your
marketer can show you like kind law firm data. So,
you must ask for data and case studies. If you hire
Cooper, it's easy. He has an abundance of both.
4. Next, you need to understand how long it will take
to get you the leads. SEO takes longer to generate
leads than Google ads, for example.
5. How much is each new case worth? Is a new case
averaging to $3500.00?
6. Once you know the average case value and the
average number of leads, you can start to determine
how many cases you need to break even, how many
you need to turn a modest profit, and how many you
need to achieve a 7 or 10 times return on investment.
19
7. How will you service each incoming lead? Each lead

is worth $ 3,500.00 in my example. How will you
convert each incoming lead? Speed is of the essence
- you absolutely must have a system in place to
speak with your lead immediately or almost
immediately.
8. Why? Why do you need to act with speed? Because
you are a commodity. This lesson is lost on most
lawyers. We're a gas station, plumber, or electrician
we're a commodity.
9. So, you need to invest time to develop your system of
servicing each lead immediately.
A long time ago, I wanted to start my firm. I had no clue

how to do it. I leaped blindly into the world of law firm owner-
ship. Along the way, I made many mistakes. And I needed a
guide. But I didn't have one and didn't know where to get one.
As you read the following chapters, pay close attention to what
Cooper is teaching. I am 100% convinced that if you under-
stand what he is trying to teach you, you will find more success
than you dreamed of.
20
PART II
MARKETING A LAW FIRM

BY COOPER SAUNDERS
CHAPTER FIVE: FOUNDATION &
EXPERT STATUS
“
C ooper. No offense, but I have tried to grow my law firm
with marketing but have never seen results. So, with all
due respect, how are you different from every other marketing
guru?”
In Jim Collins’ best-selling book Good To Great, he explains
the importance of finding and understanding your hedgehog
concept.
“Are you a hedgehog, or a fox? The fox knows many things,
but the hedgehog knows one big thing. The fox is a cunning
creature, able to devise a myriad of complex strategies for
sneak attacks upon the hedgehog. Day in and day out, the fox
circles around the hedgehog’s den, waiting for the perfect
moment to pounce. Fast, sleek, beautiful, fleet of foot, and
crafty—the fox looks like a sure winner. The hedgehog, on the
other hand, is a dowdier creature, looking like a mix- up
between a porcupine and a small armadillo. He waddles along,
going about his simple day, searching for lunch and taking care
of his home.
The fox waits in cunning silence at the juncture in the trail.
The hedgehog, minding his own business, wanders right into
23
the path of the fox. ‘Aha, I’ve got you now’ thinks the fox. He
leaps out, bounding across the ground, lightning fast. The little
hedgehog, sensing danger, looks up and thinks ‘Here we go
again. Will he ever learn?” Rolling up into a perfect little ball,
the hedgehog becomes a sphere of sharp spikes, pointing
outward in all directions. The fox, bounding toward his prey,
sees the hedgehog defense and calls off the attack.
Retreating back to the forest, the fox begins to calculate a
new line of attack. Each day, some version of this battle
between the hedgehog and the fox takes place, and despite the
greater cunning of the fox, the hedgehog always wins.”
What is my hedgehog concept? When I work with law
firms, I understand that generating more cases is my job. I focus
on the tools that will generate the best results and stick with
that.
Most companies these days are like the fox. They have
plenty of tools and tactics, but they do not have one simple
quality that they are best at. Unlike the hedgehog, that can fend
off almost all attacks with one simple move.
That’s why we don’t offer year-long contracts. If we don’t
perform, my clients will leave, and I will go out of business.
But I know I can get your law firm results, and when I do,
you will want to stay. I want my clients to work with me
because the return they receive is at least ten times what they
invest.
In chapter nine, I describe what you need to look for when
hiring a digital marketing company.
Why Marketing Fails
When marketing plans fail, it's usually because they need

more focus. To make your plan work, choose a niche and focus
on marketing avenues that bring cases to your law firm. In this
book, I will guide you through the process. Remember, success
24
Chapter Five: Foundation & Expert Status
leaves clues. Other law firms have experienced success with

marketing, and I will show you how they did it.
RICHES ARE IN THE NICHES!
What is a niche? A niche is a subcategory of the law you are

practicing. Let’s say you are a personal injury lawyer; a niche
would be motorcycle accidents or trucking accidents. Focusing
on one of these niches would allow you to create an effective
marketing strategy to produce results.
I will hit on this throughout the book, but your law firm can
be a personal injury law firm that handles cases across the
board. But, you should only market to a niche. And I know
what you are already thinking: Why would I not market to
every service we offer?
Here’s why:
1. Unless you have a marketing budget the size of

Coca-Cola, you will run out of money before
generating any results.
2. Your marketing message will become diluted and
weak.
3. Your brand relevance will suffer. You want people to
see your law firm and advertisements and say, “Hey,
that’s for me!”
A 100-watt light bulb and a 100-watt laser have the same

energy, but their uses and effects differ dramatically. The light
bulb can brighten a room in a home, while the laser can cut
through steel. The key difference is how the energy is focused.
The same is true for your marketing efforts: the focus of your
efforts can greatly impact the results you achieve.
Here is an example to illustrate this point. I met with a law
25
firm in Dallas. Unfortunately, they fell into the trap most law
firms do. They were a criminal defense law firm marketing
every service it provided, thinking that if the law firm had a
wide enough net, they would have a better chance of gener-
ating clients.
After completing the steps in this chapter, we focused all of
our marketing efforts, such as Local SEO and Google Ads, on
DUI cases. We confirmed there were enough searches to keep
their law firm busy.
Once we broke free of their competition and achieved the
goal of total market domination for DUI cases, a funny thing
started to happen. The owner of the law firm called me and
said, “Hey, Cooper! Suddenly, we are receiving an enormous
amount of referrals for the other services we offer. Is this some-
thing you did? Did we start another campaign?”
Why did this law firm, which very rarely used to get refer-
rals and repeat business, start getting them in abundance?
Because they finally broke free from their competitors and were
getting seen consistently. No longer were they one out of
hundreds of law firms in
Dallas offering criminal defense services. They were the #1
law firm in Dallas for DUI cases. Big difference! And since they
did an amazing job for the DUI defense, the customers only
assume they will be amazing at the other services they provide.
Without focus, this law firm wouldn’t have met these clients in
the first place.
This is the main essence of the entire marketing plan.
Before we started working with this law firm, these were all the
services they were marketing on Google Ads with a $2,500-a
month budget split evenly for each service.
Criminal Defense
Traffic
Assault
26
Burglary
Robbery
Homicide
DUI
Sexual Assault
Drug Crimes
Domestic Violence
White-collar crimes
What is the amount of money allocated to each service?

$227. On top of that, the ads weren’t created for each service,
giving his ads a lower relevance score and making them more
expensive. Bad combination!
Before he listed all of these services, he told me he had used
a previous marketing company and hadn’t received any results
from them. Can you see why?
Instead, we allocated the entire $2,500 budget solely to
DUIs and created the ads to speak directly to this service. His
competitors didn't stand a chance!
While your competitors are wasting their dollars trying to
be seen for every service, you will be the shining beacon of
light that gets all the attention for the service you choose, not
the leftovers. Eventually, down the road, we can expand. But for
now, you need to choose your niche.
Before We Begin
Are you ready for one of the most important tips I can give
you? You are in sales. I can generate your law firm calls and
leads, but closing the leads is your job. Not only that, but you
also need to ensure all your staff who deal with clients regu-
larly have sales training. I had a personal injury client in
Houston who was ranking for over 80 personal injury
keywords. This is no small achievement. Our services were
27
generating around 150 calls a month. When we had our

monthly meeting, the client was not happy. He told us these
leads were generating him no business, and he was concerned
about the return on investment he was receiving from our
services.
I was stunned. I went into that meeting thinking we would
exchange high fives, but instead, it was a come to Jesus talk. I
thought to myself, this can’t be right. There are too many calls
for all of them to be bad.
So, I decided to see what would happen if I called the office.
First call? No answer. And to top it off, the voicemail was full.
Second call? Nothing again. Finally, on the third call, someone
answered, and you would have thought I called at 1 AM on
Christmas morning. A loud “HELLO??” came through the
phone, and I asked, “Is this the XYZ Law Firm?” After a
moment of silence, she said, “Uh yeah? What do you want?”
I immediately hung up the phone and called my client. I
asked him if he had ever mystery shopped his receptionist. He
replied, “No. Why? She has been here since I started the firm.”
I told him I found out why our calls weren’t generating new
business. After he did some testing himself, he got her into a
sales course, and now his law firm has just doubled the
previous year's revenue. What is the moral of the story? When
you start your law firm, ensure you and your staff understand
the importance of sales. If not, growing your law firm will be an
uphill battle.
For the best information on this subject, pick up two books.
They are written by Bryan Tracy—The Secrets Of Closing The
Sale and The Psychology of Selling.
28
THE FOCUS MARKETING METHOD VISUAL
How To Choose A Niche
Here is the process I take my clients through when we are

looking to identify a niche. I always tell my clients, “The single
most important thing to me is making sure your law firm is
generating cases from my services.” To ensure this happens, I
must confirm that there are enough searches to make it worth
our time. If not, the client won’t generate enough business, and
I will be headed out the door.
Luckily, Google offers a free tool called the Google Keyword
Planner. This tool gives you data on the number of searches for
29
a particular keyword in a month, the competition surrounding

this keyword, and how much money people are bidding for this
keyword.
You need to pay attention to the number of monthly
searches for each keyword surrounding the niche. Would this
keep you busy if you received 10% of the calls and inquiries
from the monthly searches? (Even though our data shows our
law firms see around 30-50%.) If the answer is yes, then you are
ready to rock and roll. Open an Excel sheet and add ten to
fifteen keywords you want to dominate. For example, if you
want to be the number one semi-truck accident lawyer in
Kansas City, your keyword list would look something like this:
Semi truck accident attorney

Semi truck accident attorney Kansas City
Semi truck accident attorney near me
Semi truck accident lawyer
Semi truck accident lawyer near me
Semi truck accident lawyer Kansas City
Best semi truck accident attorney
Best semi truck accident attorney near me
Best semi truck accident attorney in Kansas City
And so on. Ensure you write down the average monthly

searches next to each keyword.
Also, this tool will give you insight into which city or area
you want to target. Let’s say you are split between starting a law
firm in Denver or a suburb such as Lakewood. You can use this
tool to understand the differences in search volume and cost
differences between the two cities; if you don’t have to pick a
fight with an 800-pound gorilla, don’t.
If you want more information on choosing a niche and
what process I take my clients through to identify a profitable
niche, visit StartYourLawFirmToday.com/niche.
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The Foundation
With your niche identified, it’s time to build your founda-

tion. Building a successful law firm is a lot like building a
skyscraper. To do this, you must have a solid foundation. If not,
your building won’t get very far. If the foundation of your
marketing plan is flawed, everything else you do will be for
nothing.
Most law firms hire marketing companies, see terrible
results, and don’t understand why. Lawyers don’t realize that it
wasn’t the building but the foundation that made the campaign
a waste. They hire another marketing company, and their
terrible experience happens again and again until they can no
longer take it. Then, they either resign themselves to only
focusing on referral business, or worse, they close their doors
entirely. Let’s discuss the foundation you need to create to
ensure your law firm doesn’t turn into the leaning tower of
average.
The foundation of your law firm consists of the following
building blocks:
Branding
Website Basics
Expert Status
Social Media
Each one of these steps is crucial for you to have imple-

mented in your law firm if you want to see any success in
marketing.
31
Branding
I have a pet peeve that I would like to share with you,

although you may not be interested. It bothers me when people
choose random business names, like "Monarch Law." While it
may seem original and stylish, our main goal is to make money.
If you name your business something vague like "Monarch
Law," it will be difficult for potential customers to understand
what you offer. Instead, I suggest naming your law firm some-
thing more descriptive, such as "The Monarch Estate Planning
Law Firm." That way, customers can easily understand what
services you provide.
I was speaking to a lawyer just starting his firm, and he
stopped me and said, “But wait. What about companies such as
Nike and other law firms in my area that are massive? It doesn’t
seem like they have a problem.”
Sure! If you are fine with spending your hard-earned
money so people can understand what your law firm provides,
go for it. I would rather you spend your money getting in front
of people looking to hire your law firm.
That's all for my rant.
To establish your brand in your niche, focus on excellent
branding and messaging. For a new law firm, choose a name
that reflects your niche, such as The KC Motorcycle Crash
Lawyers or The Jane Doe Motorcycle Accident Lawyers.
Attached is an example of the branding of a law firm we
created.
32
Here is the checklist of things you will need to complete

your branding:
Name that will rank well on Google and makes

sense to your target market
Domain (www.motorcyclecrashlawyerxyz.com)
Website
Logo
Colors
Font
Social Media
Google Business Profile
Slogan
For your branding basics, such as your logo, colors, and

font, head over to Fiverr.com. They have great brand creation
services for around $60. But here's a fair warning: Do not buy
33
link-building or SEO services. All this will do is load your

website with toxic backlinks.
FIT THE PART WITH CONSUMER NEUROSCIENCE
When creating your law firm's brand identity, it's important to

consider the subtle messages you may be communicating to
potential clients on a subconscious level. Neuroscience studies
how the brain impacts our decisions and actions.
As such, their insights can prove invaluable to marketers
looking to create a brand that connects with clients on a
deeper, more intuitive level. By tapping into the latest research
on the brain and its workings, law firms can craft a brand iden-
tity that resonates with clients and communicates the right
message about their values, expertise, and approach to legal
services.
Referring to the book How Psychology Works, they state:
"Rather than relying on what consumers tell them—and

many individuals either cannot or choose not to express
their preferences—neuro marketers see how the brain
activity of volunteers is stimulated by emotions, the key
to deciding whether to buy something."
"Research has shown, for instance, that activity

increases in the mesolimbic (reward-linked) brain area
when participants are shown cars they find attractive
and that people's decisions change when they are more
hungry, stressed, or more tired than usual."
Now that you understand how important visuals are to your

law firm's overall marketing and branding let's look at the
specific examples in How Psychology Works.
34
Fonts - How appealing the letters look and how easy

they are to read affect whether the consumer wants to
read the message they contain. As a law firm, you want a
font that shows you are the authority. Avoid scripts and
fussy fonts with unnecessary flourishes.
Videos - Moving images can tell a story well and appeal

to consumers who are used to getting their information
from television and video clips on the Internet or social
media. Have a video on your website explaining your
process and how you are the expert for their case.
The Psychology of Color - Colors, above all, communi-

cate mood and emotion and provoke a reaction. So
designers and marketers choose a color to fuse the
nonverbal spirit with the message the company or
brand wants to convey.
Green: Foliage and bright greens look restful and

suggest a product is natural, healthy, restorative,
reassuring, a new beginning, environmentally
aware, and fresh. Darker, emerald green speaks to
wealth. If your niche deals with money, I really love
this dark green.
Red: Bright red gets a fiery response: exciting, sexy,
passionate, urgent, dramatic, dynamic, stimulating,
adventurous, and motivating.
Blue: Sky blue seems calm, dependable, serene, and
suggestive of infinity, whereas bright blue crackles
with energy. Dark blue has authority and is
associated with professionals, uniforms, banks, and
tradition. If your niche deals with people in a tight
or stressful situation, blue is an amazing color to go
with.
35
Pink: While light pink comes across as innocent,

delicate, romantic, and sweet sometimes verging on
the sentimental - bright pink, like red, is a hot,
sensual, attention-seeking, energetic, and
celebratory color.
Purple: Linked to intuition and imagination, purple
is a contemplative, spiritual, and enigmatic color,
especially on the bluer side. Red purples imply
something more thrilling, creative, witty, and
exciting.
Shapes - Geometric shapes make a product look

dependable and familiar, whereas organic forms suit a
creative idea. If you want your clients to see you as
dependable and familiar, include geometric shapes in
your branding.
Personalization - One of the most important and over-

looked aspects of marketing is personalization. Have a
professional photographer come in and take photos of
you and your office. Take photos of you doing research
and meeting with “clients.” (They can be actors if none
of your clients want to be photographed.) Show this
potential client that you are a real person. They want to
feel like they already know you once they make a call.
Isn’t it incredible we can’t even describe what we like on a

conscious level? That is why it is so important to understand
what humans actually want to see. That being said, visual
responses are the best way we'll have a profound neurological
impact on how humans make decisions without them even
knowing it. In addition, having high-quality visuals draws
customer attention and increases their engagement. This
ensures more people use your law firm.
36
Website
What are the main roles your website plays in your law
firm?
To convert visitors into leads and ultimately into

customers
Rank high on search engines
There is a cold war between my website designers and my

SEO team for this very reason. It doesn’t matter how amazing
the website is. The website is useless if no one can find it, and it
doesn’t convert traffic into leads. (Can you tell whose side I
am on?)
Your website should be built to be a lethal sales tool for
your law firm. Guide the visitor along a path that ultimately
leads them to contact your law firm. And please, please, ensure
your website is built with WordPress.
When people visit your website for the first time, especially
in the first four seconds, spell out exactly how you can help
them and an easy way to contact you. Remember, if you
confuse them, you lose them.
If you are a motorcycle injury law firm, the first thing visi-
tors should see is Motorcycle Injury Lawyers in [City]!
One of the most powerful ways to stand out from the crowd
is to create a video outlining who you are and the process you
take to ensure you obtain the best results for your clients. If
possible, slip some testimonials from past clients in there for
some social proof. Then, talk about your niche and why you are
the best law firm to handle their unique case.
37
About Us
The “About Us” page is the second most visited page on law
firm's websites after the home page. What does that say about
your potential customer's buying habits? They want to know
more about you and connect on a personal level. When they
get in touch with your law firm, they want to feel as if they
already know you.
So, let’s walk through how to set up an about us page that
turns visitors into leads. I have tested this outline over many
years, and the following format has generated the best results
for my clients.
Step One: Your Story
The first thing you need to outline is your story. What does
your law firm believe in? Why did you start this law firm? What
are your values and overall mission? Why do you get up every
morning? What drives you? Explain why you chose your niche.
Step Two: The Characters
Who is behind the law firm? Have professional headshots

and links to each team member's bio pages and LinkedIn
accounts. Consumers no longer want to work with faceless
corporations; they want to work with real people. So show off
your personality and let them connect with you and your law
firm.
Step Three: The Conflict
Why did you start this law firm or focus on this specific
niche? What did you see in the marketplace that didn’t sit right
with you? Did you work for a big law firm and notice they
38
really didn’t care about their clients? I started WiseGuys Digital

Marketing because another company took advantage of my
grandparents. What is your story?
Step Four: The Resolution
What problem did you solve? And how did you solve this
problem? Did allocating your resources to become the best at
this niche help? Show proof that this resolution is effective and
that you can solve their needs. Include awards, testimonials,
etc.
Step Five: The Dialogue
What does your law firm sound like? Do you use specific
jargon and lingo? People who ride motorcycles communicate
differently than skateboarders. This is where you will insert the
“About Us” video.
Step Six: The Call To Action
How can they get in touch with your law firm? Make this
easy; only give them one choice. Should they call? Should they
fill out a form submission? If you confuse them, you lose them!
One of the best ways to use client testimonials is to place them
under the call to action. You want as much firepower as
possible when asking someone to commit.
Step Seven: The Setting
Where is your law firm located? Add photos of your

building and the inside of your office. Show your awards and
anything else you want your potential clients to see.
Always remember, when people visit the About Us page,
39
they are trying to get to know who you are on a personal level.
So open up a bit and connect with them. Drop the facade and
show them you are a real person just trying to help.
We aren’t going to hit on how to optimize your website to
rank on search engines just yet; we will cover that in the
coming chapters.
Creating A USP
What is going to set you apart from your competition?

What does your law firm offer that your competitors don’t?
Everyone in business is trying to answer the age-old question,
“What will get customers to choose my business over my
competition?”
Last year, I was hired to perform market research for a law
firm desperately trying to understand what would make them
stand out from their competitors.
Problems and frustrations are the most valuable thing
when operating a business. Problems create industries and
inspire innovations that solve problems and improve lives.
Simply put, Problems = Money. Pinpointing these problems can
be difficult, but not anymore.
“All failed companies are the same. They were unable to
escape competition” - Peter Theil.
The One-Star Improvement Plan
To start, you first need to hop on Google and search for the law
firms that operate in the same niche as you do. Look at the onestar
reviews from your competitors and across the nation. Create a
document and gather around one hundred one-star reviews.
Once you have the reviews before you, identify four or five
that arise more often than the rest. Once you have these, you
40
need to see which frustration you can solve. For example, here
were the top five we found for the law firm we performed this
market research for:
Poor communication about case details

Rude/Dismissive
Too busy to care about the client
Complaint about a case/Specific lawyer
Unhappy with the result
As you can see, you cannot solve the last two complaints.
But look at the first three.
Could you solve these issues?
When I implemented this technique for WiseGuys, I
noticed three complaints that stood out.
Year-long contracts
Lack of transparency
Poor results
We eliminated year-long contracts, prioritized trans-

parency, and focused on being the best at what we do. This gave
us an edge over our competitors. Once you identify and resolve
these issues, you can use them as selling points to win new
customers.
Be Seen As The Expert
Being seen as the expert in your niche by your target

market is critical as a lawyer. In many situations, contacting a
lawyer about an issue or problem is the most important thing
to happen in a person's life. Step into their shoes. They want to
know the law firm representing them knows what they are
41
doing and is the expert. Another perk is that you can charge
more than your competitors and get the best cases.
So, how do you show you are an expert in your field? Create
content. You can create content in many ways, such as blogs,
podcasts, and cheat sheets, but I will cover my favorite method
of generating content for law firms. The key to successful
content creation is leverage. Create once and use it for a long
time.
Creating Webinars
Webinars are the best way to paint yourself as an expert in

your field. For example, a webinar topic could be “The 5 Things
You Need To Do If You Get A DUI In [City] In [Year]!”
As you noticed, I included the year in there. This is because
people want to know if the content is relevant. Nothing is more
frustrating than clicking a YouTube video or reading an article
made in 2013. But the more important aspect is you can dupli-
cate the same piece of content every year and change a couple
of things if the laws change.
Once your webinar is completed, you can hire a virtual
assistant on Upwork to edit this content and use it in a range of
places, such as:
Upload it to YouTube
Chop up the videos and post them on social media
Take the audio from the webinar and post it as a
podcast
Transcribe the webinar and publish it as a blog post
Create a downloadable cheatsheet to accompany
this webinar to generate leads
Once you do a webinar on “The 5 Things You Need To Do If

You Get A DUI In [City] In [Year]!” That might be a 15-20
42
minute piece of content. You want to ensure you are covering

the topic in detail. But, within that piece of content, there are
bullets that you can grab and use for social media content.
These pieces of content might only be a couple of minutes
long. You can cut these up and post them on your social media,
website, and YouTube. The client base will think to themselves,
“Wow! This law firm is providing value to my life, and if they
are making content like this, they must know what they are
talking about!”
If you don’t like being on camera, you can create the
webinar with your camera off and do a screen recording, even
though it isn’t as powerful. People want to see and connect with
you. Some of the most successful webinars I have witnessed my
clients make looked unprofessional, but the content was
phenomenal. People want authenticity and value! Use this to
your advantage!
That brings us to the next topic, which is often misunder-
stood by lawyers: how to utilize social media.
Social Media
If utilized correctly, social media can generate a lot of busi-

ness for your law firm. But, most lawyers have yet to learn how
to approach it. So, let’s start by understanding the bird's eye
view of social media.
Social media is how you show people you are the expert.
Creating webinars and educational content does no good if no
one sees it.
Social media is a place where people go to escape from real-
ity. They want to hop on Facebook or Instagram and see what
their friends are doing. The best way to think of social media is
a social gathering. Would you ever walk around a party,
handing out business cards, trying to pitch people to use your
service? Would anyone want to talk to you? Never!
43
But what if you were talking about something that came up

at work, letting everyone know what you do in an indirect way
that is entertaining? This is how you need to approach social
media. First, you need to capture the attention and interest of
your audience without directly pitching them. Then, when
they do need your services, they will remember you and give
you a call. Give out information that will interest your target
audience, post testimonials from previous cases, and updates
on the current landscape.
This is where the repurposing of your content will become
your best friend. Since it is in video format, people will watch it.
People hate reading these days, especially on social media. So
now, when creating your webinar, keep this in the back of your
mind. Can you throw in interesting stories or case studies that
would benefit your social media presence?
Your main goal is to entertain and generate engagement.
That is why influencers always say, “Like if you agree” or “Com-
ment if you disagree.” All they want is the interactions.
Show off your knowledge and build a loyal following.
You can use the same content for your personal page as well
as your law firm page.
Use tools such as Hootsuite to schedule posts months in
advance and post them to all your social media accounts simul-
taneously. Depending on your chosen niche, you should be
more active on the social media platform your target market
hangs out on.
Social media isn’t the most important thing to focus on as a
lawyer, but it can help cement your expert status for your
niche.
44
Chapter Summary
You will be ready to conquer the world once you identify

your niche and set up your online foundation. The four foun-
dational pieces are:
1. Branding
2. Website Basics
3. Expert Status
4. Social media
After you have completed this step in the process, it is time

to learn how to get your law firm in front of ready-to-buy
prospects.
45
CHAPTER SIX: SEO
S o, now we have a niche identified for your law firm, it is

time to understand the best ways to generate cases,
starting with Local SEO. The first step in generating cases for
your firm is to get in front of people who are already looking for
solutions to their problems.
Over Labor Day weekend, I was visiting my buddy's lake
house. We took turns jumping off the top of his dock and
catching a football. Of course, it got very competitive, and I
went for a ball that was a bit out of my reach. My ear took most
of the impact when I landed, and I was in pain. I hopped in my
car and found the nearest store selling Advil. Do you think I
looked at the price? No. Did the clerk have to convince me to
buy it? No. I was in pain, and I wanted it solved right away.
What is the best way to sell Advil? Get in front of people with a
blistering headache. The same goes for marketing your law
firm.
Let’s start by understanding Local SEO and the importance
of this tool in growing your law firm.
Local SEO is not the fastest way to generate clients, but it
will generate the best cases for the least amount of money for
47
your law firm. In the next chapter, we will discuss how to get
the phone ringing for your law firm almost instantly with
Google Ads. But first, we must understand the Local Map Pack
and why it was created.
THE LOCAL MAP PACK
“The ‘Google Map Pack’ (or the Google Local Map Pack) is a
prominent section in the Google local search results that show-
cases the top-ranking local listings for your location or the
search location.
In the Google Map Pack, businesses are listed alongside
48
Chapter Six: SEO
their geographic location, contact information, hours, and

other helpful information.
Users can click on a listing to learn more about the
company, call the contact number, or pull up Google Maps
navigation to the business’s physical location.” -Searchengine-
journal.com
So why does the Local Map Pack matter for your law firm?
Google Maps aims to make it easier for users to find and
interact with the business or law firm they are looking for in a
local search, especially on their mobile devices.
The best return on investment is when law firms rank #1 in
the Local Map Pack for their Core Service. This is the Holy
Grail for law firms. Let’s look at what you can expect with Local
SEO regarding ROI.
Let’s break down the numbers of a law firm that ranks #1 in
its marketplace for personal injury cases. This is a client, but I
have decided to hide their identity. When I meet with a poten-
tial client, I always pull out a case study from a previous client
who chose the same niche in the same size market.
This allows me to give you an accurate estimate of how
many calls I can generate for your law firm. Current clients
have told me this is their favorite part of the process. They are
used to going into marketing plans without really knowing
what type of results to expect. With me, you will get an inside
look at what the marketing plan will generate in terms of calls
and leads.
49
Again, if you would like the entire case study, schedule a

time to chat with me at wiseguysdm.com/contact.
This law firm chose “Semi Truck Accidents” as its first
niche. Notice our plan didn’t start with ranking for all of these
services. We chose “Semi Truck Accidents” and expanded from
there. If we had begun with all these keywords, there is no
doubt we would still be working toward ranking number 1 for
any of these keywords. Now, they rank number 1 for all Personal
50
Chapter Six: SEO
Injury Keywords in their marketplace. The red ‘A’ means they

rank #1 in the Local Map Pack for the keyword.
Average Monthly Searches: 450

Average Monthly Calls and Form Submissions: 66
Average Monthly Conversion Rate: 34-52%
I am a big fan of Local SEO because it allows law firms of

any size to rank number one in search results. If you were to
use PPC to reach the same level of visibility, it would cost you
anywhere between $60,000 to $120,000 per month, depending
on the market size. This law firm generates a monthly caseload
ranging from $50,000 to $50,000,000, an incredible return on
investment. They get to choose the cases they work on and only
accept the ones best suited for their practice.
If you want a case study from your niche and location,
contact me at Wiseguysdm.com/contact.
Now that you know the return you can generate from Local
SEO, let’s understand how you can rank your law firm #1 in the
Local Map Pack.
Local SEO
As I mentioned, Local SEO and ranking #1 in the Local Map

Pack is the Holy Grail for bringing consistent cases. An entire
book could be written on this subject alone, so I will outline the
most important aspects Google looks at when ranking a local
business.
At the end of the day, Google wants the best user experi-
ence for the people who search on their platform. They want to
ensure the businesses at the top of their rankings stay active
and have a solid reputation. So, let’s jump into how to rank your
law firm #1 in the Local Map Pack.
51
Create Or Claim Google Business Listing
To start, you need to claim or create a Google Business List-

ing. Without your business listing, your law firm will not rank
in the Local Map Pack. The best way to check for this is to go to
Google and search for your law firm. There will be text that
says, “Own This Business?” Click on this and ensure it has been
claimed. If it has not, go through the steps to confirm your
listing.
If your law firm doesn’t show up, you must create a new list-
ing. Open Google, and type https://www.google.com/business/.
Once here, click “Manage Now,” then, in the top right corner,
there will be an “Add Business” button. Enter your law firm's
information. They will likely have you verify by calling or
sending you a postcard.
OPTIMIZE GOOGLE BUSINESS PROFILE
For simplicity's sake, I will go through each step you need to

take to optimize your Google Business Profile from the top
down.
Assess Your Competition
One of the first things I do when I meet with a potential

client is to assess their current competition. So open up Google,
search for your niche, and see what law firms come up in the
Local Map Pack.
How many reviews do they have? Have they replied

to them?
What does their cover photo look like?
How many photos do they have?
What does their website look like?
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Chapter Six: SEO
How often do they post updates?

What are their updates about?
Business Name
Your business name must reflect your actual business

name. For example, if you are the XYZ Law Firm, and your
Google Business Profile says, “Motorcycle Injury Law,” you
could get suspended. That is why, in the previous chapter, I
suggested creating a business name that ranks well on Google
right out of the gate. So, if Google suspends your profile, you
have the legal documents needed to submit to get your profile
reinstated. Even something as simple as XYZ Law Firm ‘Kansas
City’ could be suspended.
Business Category
Your law firm's primary category is the most important, and

you must choose properly. The categories you choose will
contribute to Google’s determination of which searches to
display your business for and determine which Google Busi-
ness Profile features (like attributes, bookings, etc.) are available
for you to use. There are thousands of categories to choose
from.
Let’s say you chose “Motorcycle Accident Lawyer” as your
niche. Unfortunately, there will not be a category for this. So,
you will need to select “Personal Injury Lawyer.” But, if your
business name is “Motorcycle Accident Lawyers,” you will
almost automatically rank in the top three for motorcycle cases.
Business Description
In the business description, outline the aspects of your law

firm that make you unique.
53
Throw in some of the keywords and locations you want to

rank for. Such as “Social Security Attorney Las Vegas.” Try to
fill in the 750 characters with rich content about your law firm.
Contact Information
A huge step in optimizing your Google Business Profile is

ensuring your law firm's contact information is correct.
Phone Number
Website URL
Location and Areas
Your business address has to be a physical address. PO

boxes or UPS boxes will not be accepted. If you work out of
your home or want to rank in a city where your office isn’t
currently based, use coworking spaces instead of getting a PO
box or UPS box. Most coworking spaces have mailboxes that
serve as “Virtual Offices.” The best part is they only cost around
$50 a month.
Hours and More
Ensure the hours displayed on your Google listing corre-

spond with those on your website. Once you confirm the hours
match, go through the holidays and mark the days you will not
be open.
Photos
This is one of the most important parts of your Google

Business Profile. The photos on your business listing are the
first impression potential customers will get of your law firm.
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Chapter Six: SEO
The first thing to do is upload a cover photo. This will be

the first photo potential customers will see. I suggest you make
the cover photo a picture of yourself or your law firm.
Next, add your business logo. Please ensure the logo is
properly sized. If not, it looks very unprofessional. Contact
whoever made your logo and tell them, “I need this logo 500 x
500.”
Add Updates
This form of microblogging enables businesses to post

short pieces of content like Facebook. So, how often should you
post? Once a week is the sweet spot we have found to work best
to increase the rankings of the law firms we work with. But,
again, consistency is key. Use snippets from the webinars you
create.
Reviews
The reviews you generate on your Google Business Profile

are one of the most important things you can do to ensure
success. I know reviews are kind of a taboo subject for lawyers,
but they are so important for rankings and building trust with
your potential clients. We have become a review-based society.
Studies have shown that we trust reviews from strangers more
than personal recommendations from people we know and
trust. Not only that, the more reviews you have, the higher you
will rank in the Local Map Pack.
So, what is the easiest way to generate reviews for your law
firm? To start, your business profile has a spot next to the
reviews that says, “Get More Reviews.” This will generate a link
to take your client's right to the review form. When they are
sitting in your office, preferably after you give them good news,
ask them if they will leave you a review. Tell them it will only
55
take 20 seconds and would mean a lot to you. Text them the
link while they are sitting there. People are busy, and once they
leave your office, it will be ten times as hard getting them to
leave you a review.
Also, try to generate reviews consistently. When you read
this section, you will want to blast this link to everyone who has
ever used your law firm, generate a bunch of reviews, and never
think about it again. Google wants to see reviews come in at a
consistent rate.
Clients often are confused about why I am so intense about
them generating reviews. Depending on your niche, these
reviews could generate millions of dollars for your law firm
over the lifetime of your firm. Since you are just getting started,
ask your friends and family.
Also, if you notice that Google is not posting all the reviews
you are generating, contact me at WiseGuysDM.com/Contact,
and I will reinstate them for you.
Services
After this, you will head over to the services tab. This is
where you will create the service and description for your
niche. Then, fill in the service description with rich, helpful
content. Few businesses, especially law firms, take the time to
fill out the service description, so ensure you are doing this.
Q&A
The Q & A function is built to serve as a frequently asked

question section. You can post your own questions and answer
them. Q&As with the most thumbs up appear on the Google
business profile. The “Ask a Question” button facilitates
queries, and the “See all questions” link takes you to an overlay
popup showing all queries. This is becoming an important new
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Chapter Six: SEO
hub of social interactivity, customer support, and maybe a

ranking factor. Just ensure you keep an eye out for spam and
abuse.
Embed Google Maps In The Footer Of Your Website
Once you have created and optimized your Google Business

Listing, you want to embed your business listing into the footer
of your website, making it easier for users to find your law firm.
This also helps Google connect the dots between your listing
and your website.
Wrapping Up Google Business Profile
As I said above, Google wants to recommend active and

reputable businesses. Google loves consistency. Ensure the
information on your Google Business Profile aligns with the
information about your law firm across the web.
Now that we have covered the most important aspect of
ranking locally, there are a handful of other things Google
looks at when ranking a local company. Below are the six other
ranking factors Google uses to rank companies in the Local
Map Pack.
Reviews – (17%)
On-page optimization – (16%)
Links – (13%)
Behavioral – (7%)
NAP Citations – (7%)
Personalization – (4%)
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The First Ranking Factor: Google Business Profile
Ensure you spend most of your time optimizing your busi-

ness listing before moving on to these other steps!
The Second Ranking Factor: Reviews
Reviews are not only important for ranking, but they are
also a leading factor in driving traffic into paying customers.
This includes your Google Business Profile and third-party
ranking sites such as Yelp, BBB.org, and Bing Local, to name
a few.
The Third Ranking Factor: On-page Signals
Individual on-page optimization factors include NAP data,

keywords in the title, and domain authority. Each page of your
website should follow the outline below. This will help Google
understand the content on your website and what keywords
you are looking to rank for.
Here’s an example of what the structure of what your
website page should look like:
-H1: Motorcycle Lawyers In Dallas

-H2: Why Choose XYZ Motorcycle Law Firm
a. H3: Expert Law Firm

b. H3: 24 Years of Experience
c. H3: Over 200 Cases
-H2: How To Choose A Motorcycle Lawyer In Dallas
a. H3: Look at our reviews

b. H3: Understand our history
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Chapter Six: SEO
c. H3: Look at our previous cases
On-page signals are massively important for both tradi-

tional and Local SEO. Your website must have a page for each
service you offer, and new content must be consistently added.
To really grow in the location you want to rank for, you’ll need
to include the city or town in multiple places across your
website. On top of this, you will need to use location-specific
keywords in your metadata for titles and descriptions across
your website.
TOPICAL AUTHORITY
Being seen as a topical authority by Google is crucial when

ranking your law firm on search engines. Topical authority is
earned by creating quality content on a specific niche or topic.
Producing high-quality and informative articles can lead to
more people trusting your website as an authoritative resource
on a specific subject matter.
Your website needs to be seen by Google as a topical
authority for your identified niche.
You must create content covering your subject in great
detail to do this. Start by creating around fifty pages
surrounding your topic. This will give you a massive advantage
over your competitors.
The Fourth Ranking Factor: Link Signals
Link signals are the number of websites that link back to

your website. I am sure you have heard the term “backlinks”
before. This task won’t be worth your time if you handle your
Local SEO yourself. However, if you have a company handling
your marketing, such as WiseGuys, we can get this done
for you.
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The Fifth Ranking Factor: Behavior Signals
Some examples of Behavior Signals include click-through

rate, mobile clicks to call, and dwell time.
But in terms of importance in ranking in the Local Map
Pack, Behavior Signals have steadily declined for three years.
So, instead of focusing on how to influence user behavior, your
time will be better spent generating reviews and optimizing
your Google Business Profile.
The Sixth Ranking Factor: Citation Signals
Individual citation ranking factors include location data,

IYP/aggregator NAP consistency, and citation volume. Having
your Name, Address, and Phone Number data consistent across
business directories such as Yelp, BBB.org, and Bing Local will
be seen as more trustworthy and authoritative by Google.
This will also be an easy way to generate backlinks to your
business website.
The Seventh Ranking Factor: Personalization Signals
Individual personalization ranking factors include search

history, search location, and the device they are searching from.
Therefore, if you search for your business, click on the Google
Business Profile, and look at the website every day, you will
always come up #1 when you search.
Always remember that Google is notorious for changing the
qualities they look for when ranking businesses.
The nice thing about hiring a company like WiseGuys
Digital Marketing is that we rank #1 in Kansas City for Digital
Marketing, Marketing Agency, and Marketing. So, if we can
beat out all companies claiming they are Local SEO experts, we
can do it for you.
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Chapter Six: SEO
Local SEO is great, but it takes time to achieve the desired

results. The next step will teach you how to generate quality
leads for your niche in about two weeks. If you are ready to
start generating results as soon as possible, let’s move on to the
next step.
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CHAPTER SEVEN: GOOGLE ADS
G oogle ads are a money-printing machine if implemented

correctly. Unfortunately, most law firms don’t see
Google ads this way. To illustrate this point, I recently met with
a lawyer in Miami. When he called me, you could tell he was
upset.
“Hey, Cooper. I got your number from a current client of
yours. Do you have a moment to talk?” He continued, “I have a
family law practice here in Miami, and I am worried about my
marketing plan. I am spending a lot of money on Google ads,
and it hasn’t generated one single case!”
I replied, “Don’t worry. I have heard this at least five times
this week. I’ll get you fixed up.
What is your monthly budget?”
“$5,500 a month. I mean, we are getting calls, but nothing of
value! My marketing company just keeps telling me I need to
spend more, but considering I haven’t generated one case, I
didn’t think that was the problem.”
Common Myth: To see results from Google ads, you

must spend more than everyone else.
63
I asked, “Could you add me to your Google Ads account or

send me the reports you are getting from your marketing
company. Usually, I can tell what the problem is within 30
seconds of getting into your account.”
Once he added me to his account, I immediately spotted
several problems.
“Okay. I have good and bad news. Which do you want first?”
I asked.
“Bad.” he replied.
“Your Google ads are a mess. The good news is that I can fix
them and bring cases to you in as little as a week.” (Which I
cover throughout this chapter.)
With a big sigh of relief, he replied, “When can you start?”
In this chapter, I will show you how to set up your Google
ads for your law firm so this doesn't happen to you. Especially
when you are just starting your law firm, you don’t have the
luxury of wasting money. By following the strategies, you can
effectively use Google search ads to drive results for your law
firm. Google’s default settings are built for you to spend the
most money. If you follow Google’s suggestions, your budget
will be gone before you know it.
When I implement Google ads for my clients, I always aim
to generate at least $10 for every $1 spent. This is a good goal to
strive toward.
While SEO and ranking organically in the Local Map Pack
is the ultimate goal, this takes time. With Google ads, you can
get the ads up and running in less than a week.
So, with that being said, let’s go through how to set up your
Google ads campaign. If you are a visual learner, I have created
a free Google ads MasterClass you can watch at WiseGuysdm.-
com/GoogleAds.
64
Chapter Seven: Google Ads
QUALITY SCORE
Before you jump into creating your Google ads campaign, we

need to understand Google’s Quality Score and why it’s impor-
tant if you want the best return on your investment.
Remember, Google is a massive referral service. People
come to Google looking for referrals when they need to find
services or information. They ask their questions by typing
them into the search bar, and Google provides results that
answer them.
If you searched for mountain bikes and then Google
returned results for dirt bikes, you aren't going to be happy. In
the future, you may even use another search engine, such as
Yahoo or Bing. This is why it's super important for Google to
ensure the results it returns to users are relevant. This applies
to both the paid search results and the organic search results.
In a basic form, quality score is Google's way of ensuring
customers have the same high-quality referral experience from
paid and organic search results. To ensure this, Google created
the Quality Score.
There are four main components of your quality score:
1. Click Through Rate

2. Keyword/Ad Relevance
3. Keyword/Query Relevance
4. Landing Page Quality
Let’s break each of these down in a little more detail.
Click-Through Rate (CTR)
Click-through rate or CTR is the percentage of people who

click on your advertisement. The CTR is calculated by your
clicks divided by your impressions times 100. So, if your adver-
65
tisement is shown ten times, and out of those ten times, it

generates one click, you would have a CTR of 10%. In other
words, 10% of people who saw your advertisement clicked. The
higher your CTR, the higher your quality score will be. If more
people click your ads, it's a good signal to Google that your ad
must be relevant.
But how does Google know what a good CTR is? They will
compare your campaign to others bidding on the same
keywords. Google has a ton of data from past advertisers and
uses this information to determine if your CTR is good or bad.
Keyword/Ad Relevance
Relevancy between the keyword you are targeting and the

text in your advertisement is super important. This means your
advertisement's text must be relevant to the keyword(s) you are
bidding on. This is why I preach the importance of focus in
your marketing campaigns.
Keyword/Query Relevance
A user types the sentence phrase or question into the

Google search box called a query. For example, if I search
“Should I hire a divorce lawyer?” and you are bidding on this
query, the ad that appears needs to be relevant to my search. As
discussed above, Google understands that the more relevant a
searcher's query is to an advertiser keyword and ad text, the
more relevant and useful that overall user experience will
likely be.
Landing Page Quality
Landing page relevance is the least weighted factor in deter-

mining your quality score, but it plays a vital role in converting
66
traffic into leads. Again, everything must match from the top
down, from your keywords to the ads and the landing page.
If someone clicks on your motorcycle accident lawyer
advertisement and lands on a generic “Contact Us” page, your
landing page quality score will suffer. Not only that, but the
user won't be happy, and Google will be aware of this.
Why am I telling you all of this? Because your quality score
depends on how much you pay per click. The lower your
quality score, the more you will have to pay to get in front of
people searching for your services. I’ve met with law firms that
were spending a small fortune just to get outperformed by a
law firm with half the budget. Don’t let this be you!
CREATING YOUR GOOGLE ADS CAMPAIGN
Step #1: Google Ads Account
The first thing you need to do is ensure you have a Google ads
account. These are free to make. Just search “Google ads” in the
search bar, and it will bring you right to it.
Step #2: New Campaign
Once you are in your Google ads account, there will be a

blue button that says “New campaign.”
Step #3: Leads
Once you click this, it will bring you to a page to select the
objective of your campaign. Choose “leads.”
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Step #4: Search
After you choose leads, you will want to create a “Search”

campaign. In the next chapter, I will discuss how to generate
results from YouTube and Display ads.
Step #5: Goal
Select the way you want to reach your goal. Choose “Form
Submissions” or “Phone Calls.” This is how your leads will get
in touch with you! When you click “Form Submissions,”
Google will create a conversion action. You will need this when
we discuss conversion tracking. Lastly, name your campaign to
keep everything organized.
Step #6: Bidding
The next screen Google will take you to is the Bidding

section. Let’s take a deeper look at another vital aspect of
Google ads. Now, in its most basic form, bidding strategies are
how you will bid on your keywords. There are many different
strategies to choose from, but I will outline what works best for
your law firm.
There are three main bidding strategies. First, there are
automated bidding strategies where Google will basically do
everything for you. Semi-automated, which is where you have a
lot of control, but you let Google’s algorithm do some work for
you. And then, there is a manual bidding strategy where you
have complete control over your campaign.
The main bidding strategy I implement is Cost Per Acquisi-
tion (CPA). Before using this strategy, ensure your conversion
tracking is in place. With this bidding strategy, Google works to
maximize the number of conversions while still hitting your
CPA. You set your CPA dollar amount at the campaign or ad
68
group level. Then, Google decides when to show your ads, who
to show them to, and how much to charge for each click so you
reach your goal.
Let’s say you know the average profit you generate for the
Core Service you are promoting is, for example, $900. You
could set the CPA at $200. The number would grow from there
for more valuable cases.
Step #7: Search Network
After you choose your bidding strategy, the next step is the
campaign settings. You can utilize two networks: the Search
Network and the Display Network. For now, just choose The
Search Network.
Choose the location you want to target. You should already
know what city or area you want to dominate.
Step #8: More Settings
The next step is to choose the “More Settings” tab. This

will give you additional options for your Google ads
campaign. The one thing I want you to focus on is the “Ad
Schedule.” If your campaign aims to generate phone calls,
only run ads when someone is available to take the calls. I’ve
witnessed thousands of dollars get wasted simply because the
ads generated calls while the office was closed. If your goal is
to generate form submissions, you don’t have to worry about
this as much.
Step #9: Keywords & Ads
Now, it is time for the “Keywords and ads” section. Edit the
“Ad group 1” to the niche you are promoting.
To start, let’s discuss your keywords. Keywords are the
69
lifeblood of your Google ads campaign. If you bid on the wrong

keywords or have too many, your ads will not perform well.
You will first open an Excel sheet and name it the [Niche]
Campaign.
After this, you will head to the Google Keyword Planner
and click “Discover new keywords.” Next, type in your Core
Service and choose the area you want to dominate.
Then click “Get results.”
Once it is finished loading, grab all the keywords corre-
sponding to the niche this campaign is promoting and paste
them into your Excel sheet. When you have around 30-40
keywords surrounding your niche, you want to add Match
Types to your keywords. If you ignore this step, as most people
do, you’ll burn through your budget in hours. On top of that,
your conversion rates will be pitiful.
There are three match types:
Broad match
Exact match
Phrase match
Let’s break down each to understand which is best for your

law firm.
Broad Match
If you don’t tell Google how and when to show your

keywords, it will default to this setting and show your ads for
any search it considers relevant. This could include searches
that use your keywords in any order or don’t even contain your
keywords at all.
70
So if your keyword is:
DUI Lawyer
With no punctuation or brackets, Google could show your

ads for searches, such as:
Law firm near me

Do I need a lawyer?
Estate planning lawyer
Become a lawyer
This was one of the problems the lawyer faced at the begin-
ning of the chapter. He was getting calls, but from keywords he
didn’t know he was bidding on! If you have run Google ads and
generated leads and calls from random cases, this is why.
Having the incorrect match type is where most law firms lose a
tremendous amount of money.
Exact Match
This option gives you total control. You no longer have to

worry about spending your marketing dollars on keywords that
aren’t relevant to your campaign. This step alone will save you
thousands of dollars in wasted marketing assets. To use the
Exact Match option, throw brackets around your keyword.
So if your keyword is:
Motorcycle Crash Lawyer
71
Your law firm won’t show up for searches such as:
Free lawyer
Crash lawyer for motorcycle accidents
Personal injury lawyer
Should I hire a crash lawyer?
If a searcher misspells the keywords in your ad, it won't

show up. This is the downside of using exact match keywords
while it can help you avoid wasting impressions, it also means
you might miss out on potential opportunities. Remember that
people often use unconventional terms or spell words differ-
ently, so you could miss valuable traffic. That brings us to the
next match type.
Phrase Match
Enter your keyword in straight quotation marks. People will

see your ad when they type in the keyword in that precise
order, but your ad will also display if they type additional
words before or after: “Motorcycle Crash Lawyer”
With this keyword match type, here are some of the
searches where your ad will appear:
Best Motorcycle Crash Lawyer

Motorcycle Crash Lawyer Near Me
Motorcycle Crash Lawyer in Kansas City
Motorcycle Crash Lawyer Consultation
However, your ad will not appear if the search includes

anything between the keywords or uses them in a different
order. For example:
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Crash Motorcycle Lawyer

Lawyer for Motorcycle Crash
Lawyer in Kansas City for Motorcycle Crash
For your law firm, I recommend using “phrase match” for

your Google ads campaign. So, you will need to go back to your
Excel sheet and add straight quotation marks to your keywords.
Negative Keywords
Once you have added your straight quotation marks to your

keyword list, the next step you need to take is to create your
negative keyword list. This step is crucial to improving your
click-through rate and overall Quality Score.
Be careful with this, though. One wrong move and your
entire campaign could suffer. So, initially, run your Google ads
with no negative keywords. Then, after a couple of weeks,
check back with your campaign and see if any keywords you
are not happy with trigger your ads. If you completed the step
above correctly, you shouldn’t have to spend much time on this.
Once you have your keywords list, copy and paste it into the
keyword box.
Step #10: Creating The Ads
The most important thing to remember when creating your

Google ads is to ensure when your target customer sees your
ad, they think to themselves, “Hey! This advertisement is for
me!” Remember, these people are already looking for solutions
to their problems. So keep it simple, and create the ads to show
you are the expert who can solve their problem.
Here are two ads that appeared when I searched for “Semi -
Truck Accident Lawyers.”
73
With Justice For All - The Local Firm - 50+ Attorneys
https://have-a-case.abclawyer.com/
For More Than 40 Years, ABC Law Has Provided

Trusted Legal Care For Clients. Our Team of Accident
Attorneys Have Recovered Over $1 Billion For Clients.
Semi-Truck Accident Lawyers - Talk To A Lawyer

Today!
www.notsemitruckaccidentlawyers.com
Our law firm specializes in helping victims get the

money they deserve.
Visit our website to learn about our law firm and our
success with semi-truck accidents.
If I am searching for a semi-truck accident lawyer, I am

choosing the second one. On top of that, the first advertise-
ment’s quality score is pitiful, making them pay more per click.
Before you move on, create 3-4 split tests of the advertisement.
Step #11: Landing Page
Before you click publish, you need to create your landing

page. To ensure success with your landing page, it's important
to consider the needs of both the Google editor and visitors.
The Google editor will review your landing page to determine
if it meets their guidelines, and if it does not, your ad may be
disapproved, or your ads account may be suspended or
banned.
Ensuring that your landing page meets Google's standards
for a good user experience is crucial to avoid these issues.
74
According to Google, five main elements contribute to a posi-

tive landing page experience:
1. Relevant, useful, and original content closely related

to your ad text and keywords.
2. Transparency and trustworthiness, including clear
information about how you will use any personal
data shared by visitors.
3. Easy navigation to help the visitors find what they
are looking for quickly and easily.
4. Fast-loading pages to keep visitors engaged.
5. Mobile-friendliness, as over half of all traffic now
comes from mobile devices. Therefore, it's best to
design your landing page with mobile users in mind
first and then optimize it for tablets and desktop
computers.
I have created a Landing Page Checklist to ensure you

follow Google’s policies:
Aligns with the overall campaign. Your landing

page must align with your overall campaign,
ensuring your quality score remains high. The
headline and copy on your landing page should
align with the text in your advertisement.
It is easy to understand what you offer. If a Google
employee reviews your landing page, what your
business offers should be clear.
Trusted claims. Make sure only to make claims that
you can support with verifiable, third-party data,
especially if you have a strong track record or have
received positive reviews or awards.
Include testimonials. Client testimonials are critical
to the success of your landing page. We have
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become a review-based society; the more social

proof you have, the better. Put the testimonials near
your call to action. You want as much firepower as
possible near your CTA.
Website design. Design is important for making a
good first impression. Make sure to invest in a
professional and well-designed page that is easy to
navigate. Keep it simple and avoid outdated or
userunfriendly design. Within the first few seconds
of landing on your page, your prospect should feel
that the content is relevant, valuable, and clear
about the action they should take.
Privacy policy. Have your privacy policy at the
bottom of your landing page. It should be easy to
find.
Contact information. While it is not strictly
required, Google prefers that you include your
physical address (not just a P.O. box) on your site
to help build trust and show that you are a
legitimate business with a physical location. At a
minimum, you should have a working phone
number or functional email address available on
your site.
Disclaimers. Be prepared to include a disclaimer
with your testimonials. Sometimes, Google may
require a disclaimer next to each testimonial,
depending on your industry. Alternatively, you can
include a main disclaimer in your footer stating that
"individual results may vary." This can help manage
expectations and ensure your testimonials are not
misleading.
The main goal of your landing page is to turn traffic into

leads. Therefore, the better the landing page, the more leads
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you will generate from your Google ads. Here are the bullet
points you need to remember when creating your landing page.
The power of one. Only promote one service and

offer one way to contact your firm.
Keep it consistent. Your landing page needs to
remain consistent with the verbiage in your
advertisement.
Established and Trustworthy. Show the visitors your
law firm is established and trustworthy. Use client
testimonials and show off your awards.
Setting up Conversion Tracking
Tracking your conversions is the single most important

thing you can do. I am a numbers guy. I like to be able to go to
my clients and say, “This month, we generated 34 form submis-
sions from Campaign A and 44 form submissions from
Campaign B. Here are their names and numbers. How many of
these turned into paying customers?” This allows me to funnel
more money into campaigns that perform well and pull back
on those that do not.
Step #12: Launch Campaign
You are ready to launch your campaign with all the steps
above completed. But, remember, this isn’t the type of thing
where you can set it and forget about it. You will need to come
back and review this regularly.
I know that chapter was a lot. But, when Google ads are
implemented correctly, they can generate outstanding results
for your law firm. Unfortunately, most law firms don’t under-
stand the difference between a good and bad Google ads
campaign. Here is a recap:
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Quality score: Most law firms' quality scores are

pitiful!
Keywords: Use “phrase match” or [exact match] to
ensure you only pay for keywords you want to
bid on.
Landing Page: Build a landing page for the specific
campaign with conversion tracking.
Conversion Tracking: You must know how many
conversions your Google ads generate for your law
firm and how much each conversion costs you!
With your Google ads properly created, you can generate

results you never thought possible. What basic premise will
allow you to generate results with Google ads? Focus and
discipline.
Now that your Google ads campaign is ready, let’s move on
to targeted marketing.
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CHAPTER EIGHT: SOCIAL MEDIA
MARKETING
T he next step to growing your law firm is implementing

targeting ads, such as social media, YouTube, and
Display ads. Targeting ads are a form of cold outreach. You are
interrupting or inserting your law firm while someone is
engaged in another activity. Therefore, you must create some-
thing that piques their interest enough for them to take action
on your advertisement. In this chapter, I will show you how to
do just that. I will also show you how to follow up with them to
convert them into a customer and build your Golden Egg.
Since platforms such as Facebook, Instagram, and YouTube
change so often, I will give you the strategy to use when using
these advertising mediums. When you implement this method,
ensure that you have a training expert (such as myself ) imple-
ment it for you!
Let’s jump right in, starting with an Ethical Bribe.
CREATE AN ETHICAL BRIBE
An Ethical Bribe is a piece of content or information your

target market would want in exchange for their name, email,
79
and phone number. We are merely giving them something of

value for their contact information.
Here is the main reason to create an Ethical Bribe. There
is a very small chance you will generate a sale for your
targeted advertisements. Generating clients from targeted
advertising is a lot like how relationships start with the goal of
getting married. You will have no chance if you get down on
one knee and ask the person to marry you the first time you
meet them.
But, if instead you ask them for their number, build the
relationship, and eventually getting married is inevitable. (As
long as you do everything else correctly.)
Recent studies suggest that before a prospect uses your
company, they must see or hear from you seven to twelve times.
You have started that connection when you can grab their
information and contact them directly. You also won’t have to
keep paying “big tech” to get in touch with your potential
clients, but more on that later.
You need to stand out from your competition by creating an
Ethical Bribe that gives value to your target market and paints
you as an expert. Something that they actually will want to
read, rather than just getting boring information puked on
them.
Become The Expert
Another benefit of creating Ethical Bribes is that you can

paint yourself as an expert in your field. You become an expert
by educating people and showing that you know what you are
talking about. Becoming an expert is important because people
want to deal with experts and are willing to pay much more for
their services.
Your customers want to know that you completely under-
stand your profession and can solve their problems perfectly.
80
Chapter Eight: Social Media Marketing
Experts can charge what they want and bring on the best
clientele.
Teach The Why, Sell The How
Another critical element that you can take advantage of

with an Ethical Bribe is teaching why your target clientele
needs your services and then selling them the solution,
the how.
One of the biggest problems I see when taking on new
clients is this: lawyers and their employees assume that their
target market knows the benefits of using their firm. They skip
over why they need you and preach how to hire you.
Some of the most common how selling is telling people
how long you have been in business, how many employees you
have, and how you are so much better than your competitor.
Instead of telling them, show them. I live in Missouri, the Show
Me State. Show me!
Most of the time, your target market has no idea how much
your company can help them, and even if they do, remind them
every chance you get. Show that you genuinely care about them
and want their lives to improve. That is what business is truly
all about.
Benefits and Features
When you are creating these Ethical Bribes, you must

remember one thing. You are only trying to hit on the emotions
(benefits) of using your law firm. Please don’t create an Ethical
Bribe that is packed with logic. This is speaking on the tech-
nical aspect of things.
Benefits are how the product or service will improve their
lives. Your potential client always purchases everything twice,
once in their head and then once from you.
81
Remember, the potential clientele thinks in pictures and is

trying to imagine in their head all of the positive emotions they
will feel once they finally buy your product or service. So help
them as much as you can. Remember earlier in the book when
I talked about personalization? Show them who you are and
what to expect when they call your law firm. Dealing with
lawyers is intimidating for a lot of the population. Show them
there is nothing to be afraid of.
So, what are the different styles of Ethical Bribes you can
use? Below are the most common types of Ethical Bribes I have
found from The Conversion Code by Chris Smith:
1. Guide/Report/eBook: When you build a guide,

report, or eBook, you can give your potential clients
more perceived value. For example, when you take
the time to create a guide on “The First Thing To Do
If You Get A DUI,” it increases conversions
massively compared to a blog post!
2. Cheat Sheets/Checklists: People gravitate to quick
wins and shortcuts.
3. Toolkit/Resource list: “The First 5 Steps You Need
To Take If You Are Thinking About Getting A
Divorce.” Helpful content that is quick and easy to
deliver.
4. Webinar: A webinar is an online class or discussion.
People register for a spot, and you teach them
through video.
Warning: If you promise value and do not fulfill your prom-

ise, your credibility is lost, and you can kiss the prospect good-
bye. There is no second date for you! Going back to being able
to stand out from your competition, look at all of the marketing
messages today; it is usually something that looks like this:
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XYZ Law Firm

Services we provide: Service A
Service B
Service C
Call for a free case evaluation!
This advertisement is boring and will not generate any kind

of interest. You might as well light your marketing dollars on
fire; it will probably generate more attention. Law firms are
actually spending money on advertisements that look like this.
No wonder they claim marketing “doesn’t work!” This is your
competition, and we will blow their asses out of the water!
We’re only asking for a second date here, not going for the
home run with our advertisements. That will come later. Your
strategy needs to be infused with short-term tactics. When you
take the time to create something that will add value to your
target market’s lives, you move from being just another law firm
begging for attention to an expert in your field. Most
consumers have never had a company add value to their lives
before giving them money, only after.
Most companies are in a standoff with their potential
customers. It’s just like someone standing over a fire, saying, “I
will give you more wood, but first, you must produce more
heat!”
Let’s look at an example of an Ethical Bribe for an Estate
Planning Attorney.
“Free eBook: What will happen to your assets if some-

thing happens to you? Create an Estate Plan Based on
Your Individual And Family's Needs.
As you age, your financial needs and health concerns

naturally evolve.
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Estate planning allows you to age comfortably by

addressing changes and challenges head-on.
Get The FREE eBook Today!”
Is this the most riveting Ethical Bribe? No way. But it speaks

to my client’s target market. So if someone requests this, they
are his target market, and we can begin our follow-up process.
Once you have information created for your Ethical Bribe,
you need to hire a graphic designer to make it visually appeal-
ing. At WiseGuys, we create these all the time. So, if you need
an amazing graphic designer for your Ethical Bribe, reach out,
and my team will get it done at WiseGuysdm.com/contact.
Creating The Headline For The Advertisement
The headline is the starting point and most crucial part of

every advertisement. When creating the headline, ensure it
captures the attention of your target audience.
Opening with a Question
Are you curious about...?

Have you ever stayed up at night thinking about...?
Do you ever ask yourself...?
Are you secretly afraid of...?
Looking for just the right...?
Tired of empty promises from...?
Tired of the same old...?
Opening with a Statement
Let me ask you a simple question.

We will change your mind about...
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It’s not every day that...

Here’s an idea worth considering.
Don’t let ___ keep you from getting ahead.
Don’t be caught without ____.
_____ often spells the difference between failure and
success.
If you are like most people, you probably...
We live in an increasingly complex world.
Today, more than ever...
It’s never too late to...
Let’s talk about why you need ____.
Let’s face it.
Let’s be honest.
Copy For The Advertisement
Almost every platform you run these ads on will have a spot
to add a paragraph of text. Pack this with the benefits of reading
and downloading your Ethical Bribe. But, again, this should
only pique the interest of your target market. Riveting to your
target market, boring to everyone else.
Graphic For Ad
The graphic for the advertisement should be the same

image as your Ethical Bribe. Ensure the image is properly sized
for the platform you are running it on and the graphic fits the
target audience you are looking to generate leads from.
Platform To Use
My go-to platforms to run advertisements are Facebook and

Google Display ads. Since Facebook owns Instagram, you can
choose to run ads there too. Social media marketing is about
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creating that first interaction with the potential customer. You

must remember that you are interrupting something they are
doing, and if you don’t come up with anything that will stop
and catch their attention, you will be throwing money out the
window. For Social Media Marketing, it is the same strategy no
matter which platform you decide to use. Offer value, get their
contact information, and close later.
I love testing my Ethical Bribe on Facebook because you
can capture a lead without making them leave the platform.
When you log in to the ads manager and click “create a new
campaign,” there will be an option for a lead generation
campaign.
This is massive. You want your Target Market to get your
Ethical Bribe quickly and easily. If you make them leave the
platform they are on, your conversion rates will drop massively.
Landing Page To Convert
If you don’t utilize Facebook, you will need to create a

landing page for your traffic to receive your offer. I recommend
at least testing your offer on Facebook to ensure your target
market wants your Ethical Bribe before investing money in
creating a landing page.
If you decide to make a landing page, follow the checklist
outlined in the previous chapter!
Split Test & Budget
For your budget, start small and increase the amount of

money in the ads, generating the best results. Simple as that.
Every single advertisement that you make needs to have an A/B
split test. The A/B split test creates the same advertisement but
with different content.
You might have a video in advertisement A and a photo in
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advertisement B. You are testing the waters to see what works

and what does not.
I do split-testing ads to start any campaign, which has
always produced excellent advertisements.
The first thing I do is create at least ten different variations
of the same advertisement.
After that, I set them up in brackets just like they do in tour-
naments like March Madness. Then, finally, I launch all ten of
them with a budget of something small, like $3/day.
After a couple of days, I check on the advertisements and
see which ones performed better than their counterparts. The
ad that did better got to move up the bracket, and the one that
lost gets thrown out. Eventually, it makes it up to the finals, and
whichever advertisement wins gets to run. After the ad runs for
a while, the conversion rate may fall. If so, start the process over
again!
There are a couple of different ways to measure the perfor-
mance of an advertisement. It could be on the click-through
rate, clicks to your landing page, or leads generated. Depending
on how intense you are, you can make a bigger bracket and test
as many advertisements as you want. The most I have seen was
around 100 or so, which was insane, but they produced one of
the best-performing advertisements I have seen to date.
The advertisement produces 20 to 30 leads daily, while the
company spends less than 20 cents per lead. The more testing
that you do, the better your advertisements will be.
How different would your law firm be if you brought on
2030 new leads daily?
Another big factor you must consider is that marketing is
an investment; the more money you put in, the more you will
get out. That being said, marketing is not gambling. Before you
go all in, make sure that you see stable returns. If you see an
advertisement working, throw more money at it. If you see an
ad that has poor returns, shut it down.
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MANAGING YOUR GOLDEN EGG
As your law firm grows, you will build your Golden Egg. This
massive database is filled with your target market and past
clients. So, how do you nurture and take care of this Golden
Egg to ensure it provides value to your law firm for years to
come? If done correctly, you will generate loyal followers who
will never forget you. They will refer your law firm to friends
and family, and you will always stay top of mind.
The first step that we must take in the conversion process is
to nurture the prospect and continuously provide them with
substantial value. As I said earlier, a lead takes around 8 to 12
follow-ups and interactions to become a paying customer.
Simply put, the money is in the follow-up.
How many times, on average, do you think the typical busi-
ness follows up with a lead before giving up? By the fourth
contact, 89.8% of companies have given up. We’re going to be
different.
Conversion Basics
We must nurture the relationship before asking the

prospect to use our company. We need them to get to know us
more, and the best way to do this is by sending out consistent
and valuable information.
You will need to employ a couple of components to give
yourself the best chance of converting your leads into paying
customers. First, to continue to nurture the prospect, we will
need to add them to an email marketing campaign. You can use
a couple of techniques when creating your email marketing
campaign, but this is the most effective method I have used
so far.
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1. Nurturing Email
2. Nurturing Email
3. Nurturing Email
4. Sales Email
Ethical Bribe Delivery
Make sure this gets to them ASAP! Use automation tools to

ensure that there is no lag time. The longer they wait, the
harder it will be to turn them into clients. The subject of this
email needs to be what they requested. Do not try to get fancy
with this; there is no need. Keep it simple, and just make the
subject bar the headline of your Ethical Bribe.
One thing that I have learned is that people prefer to avoid
downloading items from the internet. Therefore, ensure your
Ethical Bribe is the content of the email and give them the
option to download it with a PDF attachment if they wish.
Remember to provide a quick and easy method for those
who have requested your Ethical Bribe to contact you. Some
may even book an appointment without reading it first. One
way to simplify this process is by using a Calendly link.
After the Ethical Bribe is sent, how long do you wait to start
the follow-up sequence? Remember, you have successfully got
them to take an interest in you. That is the hard part; now, all
you have to do is nurture them and eventually turn them into
paying customers!
Nurturing Emails
Believe it or not, the content of your nurturing emails

should already be created. Remember in chapter three when
we talked about repurposing content? This is another place
where you can use the content you have already created. You
89
will take pieces of the webinar you created for your Nurturing
emails and use them for your email marketing campaign.
Sales Email
Once you have sent three nurturing emails to your Golden

Egg, you can send a sales email. Here is what the formula looks
like for the sales email.
1. The problem they are having

2. How your law firm can solve their problems with
your services
3. Describe how amazing their life would look with
emotion after you solve this problem
4. Direct call to action or calendar link
Remember, most prospects won’t use your company until

the eighth contact, so don’t get down on yourself if they don’t
convert immediately. Another critical aspect of email
marketing is that you can keep in touch with your leads and
past customers without paying “Big Tech.”
Continuously growing this massive stockpile of your target
clientele will be like sitting on a gold mine. However, before
this stockpile turns into your own Golden Egg, you must ensure
you are taking care of it and doing what is necessary for it to
thrive. Once you do this, you can profit from it for years to
come!
EMAIL MARKETING TIPS
Email Marketing will be one of the most important tools for

your company in your quest to convert leads into paying
customers. Therefore, Here are some additional tools to help
you in the world of Email Marketing.
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Tip #1: Every email you send needs to provide value to

your leads.
Tip #2: One of the main reasons someone opens an

email is the sender’s name. Make sure you use either
your first name or your business name. If your email is
sent from the “Sales Team,” it will likely not be opened.
Tip #3: Make sure all of your headlines pop. Bold claims
or mysteries work best when trying to get opens for
your email marketing campaigns.
Tip #4: Schedule and create emails at least two weeks in

advance. Make sure you are consistent with the time
and frequency of your campaigns.
Tip #5: Always make sure you are taking the time to
grow your email list. For most of your potential and
previous clientele, their email rules their lives. Email
marketing is the best way to keep in touch with your
prospects for free.
This process will allow your law firm to be seen as the

expert for your niche. Once you have a solid plan for one niche,
expand to another. Create a separate Ethical Bribe and email
follow-up.
As I was writing this chapter, an attorney posted this on
LinkedIn, and it conveyed the essence of this chapter.
“I started my law firm one year ago.
A few months later, I signed up a wrongful death case that
was referred to me by an insurance agent.
My law partner and I met with the widow. During the
consultation, the widow asked my law partner whether he
remembered her…
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Turns out, my law partner had represented the deceased

and his widow 10+ years ago. My partner did an excellent job
on the case. Why didn’t the widow call my law partner and hire
him for the wrongful death case?
She couldn’t remember his name…
The moral of this story: Lawyers have to stay top of mind.
Just doing a good job isn’t enough. It’s easier now than ever to
stay top of mind. Make sure that your former clients think of
you when they have a legal issue.”
Attract your potential client's attention with Ethical Bribes,
keep in touch with them through email marketing, and stand
apart from your competition!
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CHAPTER NINE: HIRING A DIGITAL
MARKETING COMPANY
S o, I am sure you are asking yourself, “When should I hire a

digital marketing company?” Do you want to know my
completely unbiased opinion? As soon as possible. However,
you should take a few important steps to avoid any negative
consequences before doing so.
The best way to hire a digital marketing company is to ask
around and see which company other law firms use. For exam-
ple, WiseGuys really only works with referrals these days. Very
few digital marketing companies do amazing work, so when
you are one of them, referrals come in abundance. You will
never receive a robocall from me, and I will never send you an
email promising backlinks. Why am I telling you all of this?
Because the digital marketing companies that are good at what
they do won’t spam you with robocalls.
Below is a review I received from a client that illustrates the
typical lifecycle law firms go through when choosing a digital
marketing company.
“After hiring countless Gurus and growing tired of lighting
tens of thousands of dollars on fire, I was introduced to Wise-
Guys Digital Marketing by a fellow estate planning attorney.
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We made the leap after being shown (with actual data) that
our current SEO campaign wasn't cutting it. My only regret is
not finding these guys sooner! A few months in, and we're
already up 40% during our SLOW season! I'm excited about the
opportunities this growth will provide us and look forward to
working with this crew for all of our SEO, Google Ads, and
digital advertising needs.”
Michael Jenkins; Jenkins & Jenkins, Estate Planning

Attorneys.
During my meetings with law firms, I frequently hear about

their experiences with digital marketing firms. Many have
spent significant amounts of money with little to no return on
investment, leading them to switch to a different firm and
repeat the process. Here are some things to consider when
selecting a digital marketing company to avoid this cycle.
First and foremost, if it sounds too good to be true, it prob-
ably is. There is no such thing as something for nothing.
Here are the things you need to do to ensure you won’t get
taken for a ride by a less-than-average digital marketing
company.
Since you are just starting your law firm, will they
adjust their pricing to ensure they can grow
with you?
Do they show you previous work and case studies?
Ask them about their process (data should be
mentioned.)
Look at their reviews
Do they insist on locking you into year-long
contracts?
Do they have people vouching for them?
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Chapter Nine: Hiring A Digital Marketing Company
Are they transparent about their pricing? Every law

firm is different. The price they charge should vary
based on the competition and the goals you want to
achieve. If they have packages that don’t vary, be
suspicious.
Do they ask about your law firm’s goals and
objectives? All of our plans are built around this. If
they don’t ask, it is very hard to build the roadmap.
My motto: Trust but verify. Talk is cheap.
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CHAPTER TEN: LAW FIRM GROWTH
CHECKLIST
WiseGuys Proven Process For Growing Law Firms
I created this checklist to help you grow your law firm.
1. Getting Started
Are you thinking like a lawyer or a business person?

Sales, Sales, Sales
Patience and persistence
2. Niche
Have you identified the niche you can dominate?

Are you in a city/area you want to dominate? Have
you performed market research to confirm this is a
good choice?
Have you created a USP to stand apart from your
competitors using the One Star Improvement Plan
or Groups Method?
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3. Website
Have you identified the keywords you want your

website to rank for?
Optimized website pages? (Title, H1, and H2 tags, to
name a few.)
Can you provide a walkthrough of what it's like to
work with your law firm?
Is it built to convert traffic into leads?
Is it easy to contact your law firm? (The phone
number is in the top right corner.)
Is it written so Google can understand it? (NLP)
Does it have personalization? (Photos of you and
your firm.)
Compelling “About Us” page
Does it have at least 50 pages written for SEO?
Do you write and upload a blog once a month?
Do you cover each service you offer in great detail?
(Topical Authority)
Is it fast and mobile-friendly?
Does it show the visitor you are the expert?
(Webinars, Books, Educational Content)
Does it have at least 20 client testimonials? (Video if
possible)
4. Google Business Profile
Have you claimed your Google Business Profile?

Are you posting on your GBP once a week?
Have you added photos of the interior and exterior
of your office?
Have you added all the correct information, such as
your website, physical address, and phone number?
Are you adding photos to your GBP once a week?
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Chapter Ten: Law Firm Growth Checklist
Are you getting at least three Google reviews a week?

(Ask friends and family if you are just starting out.)
Have you replied to all of your reviews?
Have you added all of your services and detailed
descriptions to your services tab?
Have you added all of your products to the products
tab?
Have you chosen the correct business category?
Have you added your appointment link?
Have you confirmed your business hours?
Have you enabled the chat feature?
Have you asked yourself and answered FAQ’s on
your profile?
Have you written a business description with your
main keyword(s) and city?
Have you allowed messages to be sent through your
profile?
5. Expert Status & Content Creation
Are you creating guides and checklists to show your

clients you are the expert?
Are you leveraging your time? (Create once, use
forever)
Do you show your clients why you are an expert?
Can you host webinars? Record them and add them
to your social media and website.
6. Local SEO
Have you run a Local Search Audit for your law firm
recently?
Does your law firm have at least 150 name, address,
phone number citations?
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Are important directories such as Apple Maps, Yelp,

and Bing Local claimed?
Is your Google Business Profile embedded into the
footer of your website?
Is the business information on your website the
same as your Google Business Profile?
Are you getting reviews on platforms such as Yelp
and Bing Local?
7. Google Ads
Run Google Ads while your organic rankings are

increasing
Are your Google ads set up correctly?
Do you have a landing page to convert the ads?
Are you keeping track of your Cost Per Acquisition?
8. Offline Marketing
Are you involved with your community?

Can you sponsor events that your target market
attends?
Are you growing your network on LinkedIn?
When someone refers you, does your online
presence show your potential customer you are the
law firm for the job?
Has everyone in your law firm taken a course on
sales?
While the methods of growing law firms are always

evolving and changing, these core principles will allow your
firm to grow.
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BONUS CHAPTER-MARKETING
SECRETS OF THE ULTRA-WEALTHY
CHAPTER ONE: BEGIN WITH THE END
IN MIND
“Let others get caught up in the twist and turns of the everyday
battle, relishing their little victories. Grand Strategy will bring you
the ultimate reward: the last laugh.”
-Robert Greene, 48 Laws Of Power
W hat qualities do some of the most successful humans

and companies have that all others don’t? You see,
success leaves clues, and it is our job as humans to pick up on
these clues and act upon them, evolve. If we didn’t evolve, we
would still be in caves, living off the land, competing with the
rest of the animal kingdom. Is it by chance or luck that since
the dawn of time, every single successful group or entity has
followed the same pattern—no matter how large or small? No.
From Alexander the Great down to the modern-day corpo-
ration, they all have one thing in common. They understood
their Grand Strategy and had the grit to complete what they set
their minds to, the one end goal they are striving to achieve. So
the question is, why do some people ignore these clues?
Wouldn’t it be easier if they just follow what works, or is it
101
merely that that just have no idea? Are they truly that oblivious,
or is it something else?
To gather some context, we need to step back and under-
stand how humans separated from the rest of the animal
kingdom in the first place. In Robert Greene’s book, The 33
Strategies of War, he says, “Thousands of years ago, we humans
elevated ourselves above the animal world and never looked
back. Figuratively speaking, the key to this evolutionary
advance was our powers of vision: language and the ability to
reason that it gave us, let us see more of the world around us.
To protect itself from a predator, an animal depending on its
senses and instincts; it could not see around the corner, or to
the other end of the forest.
“We humans, on the other hand, could map the entire
forest, study the habits of dangerous animals and even nature
itself, gaining deeper, wider knowledge of our environment. We
could see the dangers coming before they were here. This
expanded vision was abstract: where an animal is locked in the
present, we could see into the past and glimpse as far as our
reason would take us into the future. Our insight expanded
further and further into time and space, and we came to domi-
nate the world.”
This is the key that I want you to see. Very few people
nowadays utilize this fantastic tool that got us here in the first
place—drifting wherever the wind takes them, no direction
at all.
“In a world where people are increasingly incapable of thinking

consequently, more animal than ever, the practice of grand strategy
will instantly elevate you above others.”
-Robert Greene
Our strength is not that we are the fastest or the strongest in

the animal kingdom. Our power is that we are able to see what
102
Bonus Chapter-Marketing Secrets of The Ultra-Wealthy
we want, create a plan on how to get there, and get it done.

Building on past mistakes and learning from them.
This is nothing new. This is how humans survived and
evolved. We were able to have vision, and we were able to plan
tactics and strategies to get us out of harmful situations before
they happened. This is how we were able to control the animal
kingdom completely. This is why we dominate the sky, land,
and ocean.
Even with this extraordinary strength that God blessed
humanity with, we find ourselves in bad situations. Society got
too comfortable. Life is now too easy compared to our primal
days. We no longer have to worry about a saber tooth tiger
entering our cave in the middle of the night.
How was Alexander The Great able to conquer the entire
Persian Empire before the age that most of us are allowed to
have a beer? From birth, his mother gave him a clear destiny
and goal: to rule the known world. From the age of three, he
could see in his mind’s eye the role he would play when he was
thirty. He was trained to master his emotions, and understood
the tactical moves he must make. He always was thinking
ahead, saying to himself, “This action will advance me toward
my goal; this one will lead me nowhere.”
He had a Grand Strategy, and once he had that, he devel-
oped tactical objectives to get there, and then everything else
fell into place. He also had excellent teachers that helped him
along the way.
When you are trying to grow your company, there is a
system in place, a solid plan that has already worked for
centuries. All you have to do is follow it. Starbucks has a Grand
Strategy, “To inspire and nurture the human spirit – one
person, one cup, and one neighborhood at a time.” Every move
Starbucks makes, they can look back and ask themselves, “Will
this action move us toward our goal, or away from it?”
That’s it. That is the exact method that every single
103
successful person or organization took to achieve victory. They

established a clear Grand Strategy and then took steps to
achieve the goals, but seeing where you want to end up is the
easy part.
So why do some people ignore these clues? Wouldn’t it be
easier if they just follow what works? Are they indeed that
oblivious, or is it something else? As the saying goes, “If it were
more information we needed, we would all be rich and have
six-packs.” The information is here, and it’s always been here.
I believe that what separates the great companies, people,
and organizations is having the grit to see it all the way
through. They make the right moves consistently. When you
make a long-term plan, you must have a lot of patience and
resilience to see it through. At a certain point, you know that
eating your body weight in cake is not a good idea, but that is
your future self’s problem, not yours.
Humans are in love with instant gratification. They want
happiness now, even though it will prove to be detrimental
down the road. Truly great leaders are able to understand that
nothing comes easy, and if it did, everyone would do it.
I can tell within five minutes if a potential client has the grit
to implement this strategy. Are they looking for a get rich quick
scheme, or are they looking to dominate their industry? There
is nothing wrong with wanting a get rich quick scheme, but this
is not where you will find it.
Before you start this journey, ask yourself, “Am I in for the
long haul, or not?” If you are, get ready for the ride of your life.
You might be asking yourself, “Can I really use this method to
grow my company?”
My answer is this:
Humans have used the Grand Strategy to…

Dominate the Animal Kingdom
104
Harness Electricity
Communicate via Radio Frequencies
Visit the Moon
Discover Break Through Medical Treatments And
much, much more. Yes, I know it will work to grow
your company. I’ll also walk you through the exact
way to build your foundation and guide you through
every tactical step you must take to achieve your
Grand Strategy. I’m going to give you the magic
formula. Bold claim? You bet.
I can show you how to establish your foundation and

employ tactics to get to your desired end goal, but at the end of
the day, it’s up to you to take action. It’s as simple as that.
There are three main aspects of creating a Grand Strategy.
1. Identify Grand Strategy

2. Establish Foundation
3. Establish Tactical Rocks
First Step: Identify Grand Strategy
$15,000,000 in revenue in 5 years?

#1 Supplier in the Country by 2026?
Bring your product to every household in America?
Every household in the world?
The first step is to choose where you want to go. What is

your overall mission for your company? What is the end goal?
When you are lying on your death bed, what would have to
happen for you to be completely satisfied? Let’s assume that
there is such a thing.
I want your Grand Strategy to be so massive that it scares
you a little bit when you say it. When you can see it in your
105
mind and honestly believe that it is possible, that is when your

life will never be the same!
The Man Who Thinks He Can

Poem by Walter D. Wintle
If you think you are beaten, you are
If you think you dare not, you don’t,
If you like to win, but you think you can’t
It is almost certain you won’t.
If you think you’ll lose, you’re lost
For out of the world we find,
Success begins with a fellow’s will
It’s all in the state of mind.
If you think you are outclassed, you are
You’ve got to think high to rise,
You’ve got to be sure of yourself before
You can ever win a prize.
Life’s battles don’t always go
To the stronger or faster man,
But soon or late the man who wins
Is the man who thinks he can.
Choose your Grand Strategy, then commit to it. Commit

100% to everything in life, no matter what. The grass is not
greener on the other side, trust me.
Second Step: Foundation
The second step we are going to take is to set up a proper

foundation. Think about it in this context. Imagine that your
Grand Strategy is on the other side of a rushing river. Swim-
ming is not an option. We will build a foundation so that the
slippery rocks that we step on won’t slide out from underneath
us. The rocks you’re stepping on to get across the river are your
106
tactical rocks. If you do a superficial job or don’t build a foun-

dation at all, you will eventually slip, fall in the river, and die.
Rather than you actually dying, it is your dreams, goals, and
desires. Personally, I’d rather die than give up on my dreams,
goals, and desires. How about you?
Third Step: Tactical Rocks
Now that we understand where we want to go and have the

foundation in place, we will develop the steps to get there—one
step at a time, with purpose and determination. I’m going to
walk you through the exact steps I take with my clients to
achieve their desired Grand Strategy for business growth.
Remember, most companies these days are only focusing
on the tactical side of things, acting more and more like
animals. They are either too lazy or are simply unaware of
linking their Grand Strategy. Without the link, you are dead in
the water.
Without understanding your Grand Strategy, you will have
no idea where you need to go, and eventually, you will get tired
and fall into the river. Without establishing the foundation, you
will be running in quicksand and eventually get so tired and
frustrated you will lay down and die. When you use tactical
marketing, you rely on small wins that bring very little long-
term success. When you only rely on small tactical victories
without a Grand Strategy, you will get lost and ultimately fail.
Companies that “cook the books” so that their earnings calls
look good are tactical players. They only think of short-term
wins, even though the inevitable is coming.
Examples of tactical marketing are slashing your prices,
competing solely on price, and using inaccurate sales methods
to convince the client that your product or service does some-
thing that it does not. When you lie and cheat to get ahead, it
will eventually all come crashing down!
107
Not all companies that just use tactical marketing are bad!
Some companies simply do not know the difference. They were
told, “Get the most customers in the door by any means neces-
sary!” If this is you, don’t worry. This is the new normal for
companies. Humans are now so obsessed with instant gratifica-
tion that they’d rather chose the easy way out rather than
taking the time and really create something beautiful.
Truly sad.
When you use tactical marketing skills without a long-term
strategy, it is like a person with an addiction doing whatever
they can to get their next “hit.” The more you do it, the harder it
is to get off it, just like being addicted to gambling.
This is what you need to be very aware of. If all you did was
lose at the casino, they would have no clientele, so they plan
the customer’s experience flawlessly. While I was sitting in Las
Vegas, I decided to watch one guy. He was very particular about
which machine he picked. I overheard him talking to his buddy
that he wanted to find one that someone had been at for a
while. I thought it kind of made sense. The machine would be
closer to handing out a big payday.
After a lady that had been sitting there for a while got up,
he promptly sat down and deposited his crisp $100 bill. After
about 15 pulls, he was down $55, and then bang! The machine
started making all of these loud noises, and colors were lighting
up all around him. As people looked over to his machine to
watch this lucky fellow, a grin grew across his face like he was
the chosen one. He had the Midas touch, simple as that. I even
found myself smiling. I mean the colors and sounds; it was
infectious! He was now up to $223, and I thought to myself,
that’s it? After the show that machine put on, I thought he
might have won the whole damn casino!
But I continued to watch him after about thirty pulls; he
was at about $177. Still not bad! Up $77 in Vegas! A strange thing
started to happen, the wins got smaller, and the losses got
108
bigger until he was at a depressing $3.53. As he hit the “cash-

out” button, I asked myself why didn’t he stop when he was
at $223?
Here is the reason—as a human, your brain produces
chemicals for pleasure. Two of those chemicals are dopamine
and serotonin (more on serotonin later). Dopamine gets
pumped into the brain for short term wins, like eating choco-
late, hitting the jackpot at the casino— basically getting a quick
victory. Dopamine is the part of the brain connected with
addiction and what casinos take advantage of to create a loyal
customer base.
When you are growing your company, it might feel good
getting a client with false advertising or bringing on a client
even though your company isn’t truly going to solve their
needs. It feels good to bring in five new clients even though you
needed fifteen to break even. Remember, you are only hurting
yourself even though it feels incredible at the moment.
When you use strategic and tactical marketing simultane-
ously, you will be able to charge what you want and not only be
respected in your field but dominate it. The strategic marketing
outlook will take a bit more planning, but it will bring massive
results in the long term. Now that you understand your Grand
Strategy, the rest of this book will show you how to get there.
While I was writing this book, Elon Musk sent out a tweet
of his Grand Strategy of what he wanted to achieve back in
2006. It’s simple. He knew where he wanted to go. Now all he
had to do is figure out how to get there. He had his foundation
and Grand Strategy, and that is genuinely all you need. Luckily
for you, I am going to give you the step by step tactical plays as
well.
109
Elon 2006:
the master plan is:
1. Build sports car

2. Use that money to build an affordable car
3. Use that money to build an even more affordable car
4. While doing above, also provide zero emission
electric power generation options
You Will Need Gas
Before we move onto the next chapter, I want to hit on

something that I feel many people struggle with when they
achieve success, and that is suppressing their dark side. They
tell themselves that wanting a great life is selfish, but it’s not.
Since you were a kid, you were told false prophecies about
money and success, and it’s B.S. You’re supposed to live an
abundant and fruitful life. Do not let small-minded people take
that away from you.
In Tim S. Grover’s book Relentless, he does a fantastic job
explaining it this way, “You know the story of Dr. Jekyll and Mr.
Hyde? A respected, upstanding doctor discovers a potion that
temporarily turns him into a dark, sinister predator, and for a
while, he finds he enjoys being free from fear and morality and
emotions, not caring about anyone or anything. For the first
time in his life, he does what he feels, not what he’s been
taught.”
Welcome to the dark side. I want you to unmask this fabri-
cated persona that society made you put on. I want you to be
free and enjoy everything you want to enjoy. Eat whatever you
want to eat, travel wherever you want, be yourself, and listen to
your heart.
Do you know the people who made the rules? Most likely
losers. These might be people that didn’t mean you any harm.
110
They just might not know better themselves. They just listened
to their parents and accepted it as reality.
A couple of years ago, I told one of my buddies that I was
going to start a business.
His 29-year-old brother that still lived in their parents base-
ment overheard me and said, “Ah, are you sure? There is a lot of
things that could go wrong. Most businesses go bankrupt in the
first year!”
I paused for a minute and asked him, “How do you know?
Have you ever done it?”
Of course, he hadn’t. He got all defensive and gave me one
of those generic “good luck’s” as most people do when you tell
someone a big goal that they truly deep down wish they could
do, but they don’t because it scares them. They are too worried
about what their friends and family would say.
One of my favorite questions to ask is, “How do you know?”
Followed by, “Have you ever done it?”
Staple these questions into your memory every time
someone wants to unload a heaping pile of B.S. on your
dreams. Want to become a millionaire? Don’t take advice from
your broke aunt. Want to own real estate? Do not take advice
from your loser friends. Want to grow a business? Ah, you get
my point.
On this journey, you’ll be faced with people that will criti-
cize or be flat-out rude to you about your plans or goals. Here’s
how to deal with this. Don’t get upset.
Keep a calm head and reply with, “I am sorry, but I don’t
take criticism from people I wouldn’t take advice from,” and
leave it at that.
Why am I saying all of this? Because even the fastest sports
cars need gas. You need to have the motivation to see this thing
through. You are about to change the world. Not only does your
future family need you, but the world also needs you. The
world needs hope!
111
I believe in you, and I trust that you will make this world a
better place. Some people don’t like seeing someone go after
their goals because that just reminds them of the ones they
gave up on. Stand in the face of criticism, doubt, hatred, and
fear and come out victorious.
“Success Requires No Explanation, Failure Permits No Alibis.”

-Napoleon Hill, Author of Think and Grow Rich
Remember, the only difference between the successful

human and the unsuccessful human is this: the successful
human can see the bigger picture and create a plan to achieve
their goals.
112
ABOUT THE AUTHORS
Cooper Saunders is the owner and founder of WiseGuys

Digital Marketing, located in Kansas City, Missouri. He has
worked with companies across the United States to grow their
revenue and increase their brand visibility. Simply put, he
knows how to grow businesses with tried and true marketing
methods, developed by analyzing some of the world's most
successful companies.
Miller Leonard has practiced law in three states and opened
two law firms. He has practiced in the government, with small
firms, and he loves to teach and share information.

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HOW TO START & GROW

YOUR OWN LAW FIRM

Under no circumstances will any blame or legal responsibility be held against

For general information email Info@wiseguysdigitalmarketing.com

About The Authors 113

STARTING A LAW FIRM

running a law firm is a mix of the profession of law and the

T he law is a profession. You attend three years of law

Develop a networking plan during law school and the

1. Get a Plan – Any Plan is Better Than No Plan

Chances are you are a perfectionist. It is a personality trait

For instance, if you want to move to a new town, you might

3. When: Make networking a priority. Priority plus

As you network, viewing it as something that you will

W here do you want to practice?

Small and midsize markets are wide open in many

Some types of law only exist in larger markets – so if

Small legal markets have some definite pluses:

1. Usually, a lower cost of living.

Smaller markets also tend to have less billable require-

The image of a lawyer with a large, ornate oﬀice looms large

Can you share space in a current law firm? And if

Oﬀice space is a cost. You should choose oﬀice space that

Research Your Location:

It is well worth scouting your market and practice area

Lawyers tend to name their firms using some variation of

Wills, Trust, and Estates Lawyers of Western Kansas

In all of the examples above, assume that the law firms

Use Your Team:

As you consider the location of your firm and the name of

Business is a team spot.

Part of your future success is understanding that you need a

B efore starting a law firm, every lawyer goes to law school.

help you engage in a systematic plan to make your “Why” a

F or most people starting a law firm or wanting to start a

1. Networking for Business

As a law firm owner, you must get out in the community

aren't lawyers will pay oﬀ. Add a stable, consistent networking

Referrals are the product of your network. And while refer-

1. You have a budget for marketing.

7. How will you service each incoming lead? Each lead

A long time ago, I wanted to start my firm. I had no clue

MARKETING A LAW FIRM

Why Marketing Fails

When marketing plans fail, it's usually because they need

leaves clues. Other law firms have experienced success with

RICHES ARE IN THE NICHES!

What is a niche? A niche is a subcategory of the law you are

1. Unless you have a marketing budget the size of

A 100-watt light bulb and a 100-watt laser have the same

What is the amount of money allocated to each service?

generating around 150 calls a month. When we had our

THE FOCUS MARKETING METHOD VISUAL

How To Choose A Niche

Here is the process I take my clients through when we are

a particular keyword in a month, the competition surrounding

Semi truck accident attorney

And so on. Ensure you write down the average monthly

With your niche identified, it’s time to build your founda-

Each one of these steps is crucial for you to have imple-