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Grow Your Law Firm

Grow Your Law Firm

By: Ken Hardison
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 The Grow Your Law Firm podcast deploys the most innovative legal marketing and management tactics available to get more cases and more free time for yourself. Our law firm growth podcast can help scale your firm by 250% growth with less stress and more free time in the week by exploring the hottest topics and trends in legal marketing and management. This law firm podcast will teach you what the Law Schools don't. Start your law firm growth NOW. Economics Management Management & Leadership Marketing Marketing & Sales
Episodes
  • Data-Driven Marketing Powered by AI With Jake Soffer

    Data-Driven Marketing Powered by AI With Jake Soffer
    Dec 19 2025
    Welcome to episode 310 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken is joined by Jake Soffer, Founder and CEO of FirmPilot, an AI-driven marketing platform built to help law firms acquire more clients through intelligent automation and deep market data. Jake brings over a decade of experience in natural language processing and artificial intelligence, rooted in his computer engineering studies at RPI and NYU. Before founding FirmPilot, he built and exited companies in the NLP space and now leads one of the most advanced AI marketing systems in the legal industry—what he calls a "high-performing AI agency in a box." With FirmPilot now supporting more than 120 firms, Jake is at the forefront of how AI, competitive intelligence, and real-time data are reshaping the way legal practices grow.


    What you'll learn about in this episode:

    1. How AI Content Really Works
    - What differentiates low-quality AI content from high-performing
    - Why models trained on legal sources outperform generic tools like ChatGPT

    2. Using Market Data to Outperform Competitors
    - Why copying what you see your competitors doing will usually fail
    - How to analyze deeper signals like backlinks, markup, and behavioral data

    3. Domain Authority and Backlinks - What domain authority really measures and how to interpret it
    - Why quality, consistency, and relevance in link building now outweigh volume

    4. Attribution and Tracking in a Multi-Channel World - Why last-touch attribution no longer gives you the full picture
    - How Google Tag Manager and call-tracking create accurate marketing feedback loops

    5. Preparing for the Future of AI Search
    - How generative engines like ChatGPT and Gemini evaluate legal expertise
    - Why optimizing for "fanned-out queries" and AI overviews is becoming essential




    Resources:

    Website: firmpilot.com
    LinkedIn: linkedin.com/in/jake-soffer-jd-00797a62 Facebook: facebook.com/p/FirmPilot-100092301576461
    Instagram: instagram.com/firmpilot

    Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind


    AI for PI Expo: www.pilmma.org/ai-for-pi-expo
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    28 mins
  • How Private Equity Is Transforming Personal Injury Practices With Seth Deutsch

    How Private Equity Is Transforming Personal Injury Practices With Seth Deutsch
    Dec 12 2025
    Welcome to episode 309 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Seth Deutsch, founder of Samson Partners Group, a seasoned operator, board member, and growth leader with deep experience in private equity, alternative business structures, and multi-market professional services. Seth has architected nine buy-and-build platforms, executed more than 70 acquisitions, and served as CEO and operating partner across public, private equity-backed, and founder-led companies. His firm advises legal organizations on the evolving ABS landscape across seven submarkets, helping practices navigate consolidation, competition, and long-term value creation.


    What you'll learn about in this episode:
     1. Differentiation in Competitive Markets
    - Why "yelling louder" or copying competitors fails
    - How authentic brand positioning can outperform large market spenders

    2. Understanding What Clients Actually Value
    - Extracting insights from real client sentiment
    - Identifying the traits that truly set your practice apart

    3. Avoiding the "Gimmick Trap"
    - Why catchy nicknames and flashy identities rarely sustain long-term value
    - Ensuring your brand reflects who you really are

    4. Smarter, Not Louder, Marketing
    - Building a media plan that generates revenue, not just impressions
    - Choosing channels based on audience, message, and ROI
    5. Growth Through Mergers & Acquisitions
    - How to evaluate whether and how to merge brands
    - When to integrate two practices and when to keep identities separate




    Resources:
    Website: samsonpartnersgroup.com
    Book: a.co/d/08LZUUB
    LinkedIn: linkedin.com/in/sethdeutsch



    Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind


    AI for PI Expo: www.pilmma.org/ai-for-pi-expo
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    46 mins
  • Crafting Unique Brand Identities for Law Firms With Eric Morgan

    Crafting Unique Brand Identities for Law Firms With Eric Morgan
    Dec 5 2025
    Welcome to episode 308 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken welcomes back Eric Morgan, President and CEO of Roux Advertising, to discuss the importance of planning effective marketing strategies for small and midsize law firms. They focus on the Brand Realization Program, which helps firms identify their unique selling points and core values to create impactful marketing strategies. Eric highlights the significance of differentiation, client feedback for continuous improvement, creating memorable brand identities, and standing out without excessive spending. The discussion emphasizes the need for firms to articulate their unique value propositions and differentiate themselves from competitors by focusing on authenticity and purpose.

    What you'll learn about in this episode: 1. Planning effective marketing strategies for small and midsize law firms involves:
    - Identifying unique selling points and core values
    - Creating impactful marketing strategies that resonate with target audiences

    2. Small law firms need to:
    - Clearly articulate their unique value propositions
    - Differentiate themselves from larger competitors

    3. Soliciting client feedback is crucial for law firms to:
    - Continuously improve
    - Leverage genuine client experiences over self-promotion

    4. Memorable brand names and workshops can help firms:
    - Create distinct brand identities
    - Make informed marketing decisions

    5. Enhancing competitive edge and market presence requires law firms to:
    - Focus on authenticity, purpose, and differentiation
    - Stand out without excessive spending



    Resources:
    Website: rouxadvertising.com
    LinkedIn: linkedin.com/in/eric-morgan Facebook: facebook.com/RouxAdvertising
    Instagram: instagram.com/rouxadvertising



    Additional Resources: https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind


    AI for PI Expo: www.pilmma.org/ai-for-pi-expo
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    33 mins
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