Episodes

  • Attracting Your Ideal Audience Through Authentic Brand Messaging With Eric Morgan

    Attracting Your Ideal Audience Through Authentic Brand Messaging With Eric Morgan
    Sep 12 2025
    Welcome to episode 296 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Eric Morgan, President and CEO of Roux Advertising, to discuss how law firms can develop authentic brand positioning that attracts ideal clients, even when competing against the biggest advertisers in the market.

    Eric Morgan leads Roux Advertising, a New Orleans-based agency that helps law firms build differentiated, sustainable brands. With decades of experience in media strategy, campaign development, and analytics, Eric specializes in uncovering what makes a firm truly unique - and turning that into marketing that delivers real growth. What you’ll learn about in this episode:
    1. Brand Positioning for Competitive Markets:
      – Why smaller law firms don’t need to “out-yell” or outspend big competitors
      – How to stand out by identifying and owning a unique brand message

    2. Using Client Insights to Shape Strategy:
      – The value of interviewing past clients to uncover real differentiators
      – Leveraging referrals and testimonials as brand-building tools

    3. Identifying Your Firm’s Audience Sweet Spot:
      – Mapping competitor messaging to find open market space
      – Aligning your message with your ideal client’s values and mindset

    4. Operational Alignment with Brand Identity:
      – How client service philosophies can drive both marketing and internal systems
      – Building processes and team culture around brand promises

    5. Avoiding the Data Overload Trap:
      – Why over-analyzing attribution can hurt more than help
      – Embracing a media mix and measuring success holistically


    Resources:
    Website: www.rouxadvertising.com/
    LinkedIn: www.linkedin.com/in/eric-morgan-b6a6042/ Facebook: www.facebook.com/RouxAdvertising/
    Twitter (X): twitter.com/RouxAdvertising


    Additional Resources: https://www.pilmma.org/aiworkshop https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind
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    30 mins
  • Data-Driven Strategy Boosts Case Settlement Value With Dirk Derrick

    Data-Driven Strategy Boosts Case Settlement Value With Dirk Derrick
    Sep 5 2025
    Welcome to episode 295 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Dirk Derrick, founder of The Derrick Law Firm, to discuss how data-driven strategies and focus group insights are transforming case valuation, negotiation leverage, and trial outcomes. Dirk shares the evolution of his practice, how he escaped the "insurance matrix," and how his firm now helps attorneys nationwide unlock the true value of their cases.

    Dirk Derrick is the founder of The Derrick Law Firm in South Carolina. He pioneered the use of large-scale focus groups and data analytics to shift the power dynamic away from insurance companies and in favor of injured clients. Dirk’s approach has helped double his average case value and is now used by plaintiff attorneys nationwide. What you’ll learn about in this episode: 1. Escaping the Insurance Matrix:
    – Why traditional case valuation methods undervalue claims
    – How Dirk’s data-driven approach creates new leverage with insurers
    2. Running Focus Groups at Scale:
    – How Dirk built in-house courtrooms and ran 850+ mock juries
    – Using juror data to improve presentations and trial outcomes

    3. Leveraging AI and Analytics:
    – The role of AI-generated reports in legal strategy
    – Turning juror data into case valuation and negotiation tools

    4. Creating Client-Centered Service Models:
    – How Dirk’s team builds lifetime fans through intentional relationship-building
    – The impact of communication cadence and client touchpoints
    5. Expanding with Purpose:
    – How Dirk scaled to 10 offices and 30+ attorneys without losing quality
    – The leadership model he uses to maintain consistency firm-wide


    Resources:
    Website: www.derricklawfirm.com
    LinkedIn: www.linkedin.com/company/the-derrick-law-firm/
    Facebook: www.facebook.com/derricklawfirm
    Twitter (X): x.com/DerrickLawFirm


    Additional Resources: https://www.pilmma.org/aiworkshop https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind
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    21 mins
  • The Rise of Fractional CMOs in Legal Marketing With Stuart Foster

    The Rise of Fractional CMOs in Legal Marketing With Stuart Foster
    Aug 29 2025
    Welcome to episode 294 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken is joined by Stuart Foster, co-founder of Law Firm Fractional CMOs, to explore how law firms can modernize their marketing and stand out in today’s hyper-competitive legal landscape.
    Stuart brings decades of experience leading global marketing for brands like L’Oréal, Moët Hennessy, Hilton, and Topgolf. As a seasoned fractional CMO, he now helps small and midsize law firms develop winning strategies, manage agency relationships, and create sustainable growth—without the overhead of hiring in-house. If you’re tired of random marketing tactics and ready to build a system that works, this episode is for you.


    What you’ll learn about in this episode:
    1. Why execution without strategy leads to wasted marketing spend
      – Most law firms jump into tactics like SEO or PPC without a clear plan
      – A solid marketing strategy must align with business goals and target audiences

    2. How to differentiate your firm in a saturated legal market
      – Generic messaging like “we win big” no longer cuts through the noise
      – Law firms must find unique positioning and voice that resonates with clients

    3. The importance of client-centered messaging over firm credentials
      – Clients care more about outcomes and empathy than awards or titles
      – Speak to what your clients are worried about—not just what you’ve achieved

    4. Simple ways to analyze your client base and adjust targeting
      – Data on demographics, case types, and referral sources reveals key patterns
      – Many firms are surprised to find they’re speaking to the wrong audience

    5. What fractional CMOs actually do—and why your firm might need one
      – Fractional CMOs provide strategic leadership and manage execution
      – They bring executive-level marketing expertise at a fraction of the cost



    Resources:
    Website: www.lawfirm-cmo.com
    LinkedIn: www.linkedin.com/in/hstuartfoster Facebook: www.facebook.com/profile.php?id=61576919995052


    Additional Resources: https://www.pilmma.org/aiworkshop https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind
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    29 mins
  • Differentiation Tactics in Competitive Legal Markets With Ron Latz

    Differentiation Tactics in Competitive Legal Markets With Ron Latz
    Aug 22 2025
    Welcome to episode 293 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Ron Latz, the Founder of LegalFenix, a legal marketing consultancy offering fractional CMO services to growth-minded law firms. With over 15 years of experience in legal marketing, Ron has helped hundreds of firms strengthen their strategy, hold vendors accountable, and create consistent growth. He shares how smaller law firms can stand out in saturated markets, avoid common SEO pitfalls, and use AI strategically without losing authenticity or trust.

    What you’ll learn about in this episode:
    1. AI is reshaping legal marketing strategy
      - Law firms must learn how AI-driven search and content affects visibility
      - Firms that avoid AI tools risk falling behind in efficiency and reach

    2. Smaller firms can still compete with giants
      - Community involvement and personalized branding are powerful differentiators
      - Grassroots efforts like newsletters, and speaking gigs help smaller firms build trust

    3. Differentiation starts with messaging
      - Firms must clarify why a prospect should hire them instead of a competitor
      - Storytelling, clear positioning, and niche services help break through the noise

    4. AI is a tool- use it wisely
      - AI is great for content outlines and repurposing - but human oversight is essential
      - Abuse of AI can hurt search rankings and brand credibility

    5. Authenticity wins on social media
      - Static, outsourced posts often fall flat—audiences prefer real voices and stories
      - Ghostwriters can help lawyers find and refine their authentic tone for better impact


    Resources:
    Website: www.legalfenix.com/
    LinkedIn: www.linkedin.com/in/ronlatz/
    Facebook: www.facebook.com/legalfenixmarketing
    YouTube: www.youtube.com/@LegalFenix



    Additional Resources: https://www.pilmma.org/aiworkshop https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind
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    33 mins
  • Avoiding SOP Chaos: Implementing Efficient Process Foundation With Michael Mills

    Avoiding SOP Chaos: Implementing Efficient Process Foundation With Michael Mills
    Aug 15 2025
    Welcome to Episode 292 of the Grow Your Law Firm podcast, hosted by Ken Hardison. In this episode, Ken sits down with Michael Mills, founder of Business Design Corporation and creator of the TouchStone Business System, to explore how law firms can escape SOP chaos and achieve operational independence. With over 25 years of experience as an entrepreneur, software innovator, and Master Certified E-Myth Consultant, Michael has helped thousands of business owners turn disorganized operations into scalable, process-driven companies. His TouchStone platform is built specifically for implementing systems—not just documenting them—making it easier to train teams, maintain consistency, and grow without losing control. What you’ll learn about in this episode: AI-generated videos support diverse learning styles - Touchstone uses AI videos to match how different people learn - Tools like HeyGen turn SOPs into clear, engaging video formats Keep processes simple and clear - Processes should be concise and easy to follow - Train staff to write clear, actionable instructions Structure processes by core business functions - Organize SOPs across sales, marketing, HR, and more - Avoid SOP chaos with a clear implementation plan Know when and what to systematize - Only write processes for tasks that are frequent and complex - Focus leadership on high-impact work, not routine tasks Boost training with video and written SOPs - AI videos make SOPs easier to absorb and retain - Use video and text together for stronger training outcomes Resources: Website: www.businessdesigncorp.com/ LinkedIn: www.linkedin.com/in/michael-mills-bdc/ Facebook: www.facebook.com/BusinessDesignCorp Twitter (X): x.com/TouchStoneBDC Additional Resources: https://www.pilmma.org/aiworkshop https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind
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    32 mins
  • Effective Delegation: Empowering Teams for Business Growth With Eric Sanchez & Stacie Monahan

    Effective Delegation: Empowering Teams for Business Growth With Eric Sanchez & Stacie Monahan
    Aug 8 2025
    Welcome to episode 291 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Eric Sanchez and Stacie Monahan, the powerhouse duo behind Maestro Strategic Partners, to discuss the leadership and delegation strategies that help law firms scale sustainably.

    Eric Sanchez, Managing Partner at Maestro Strategic Partners, brings decades of experience at the intersection of law, leadership, and technology. A U.S. Marine Corps veteran and graduate of Northwestern University, Eric was instrumental in a landmark case resulting in a $1.25 billion settlement and an invitation to the White House. He has also designed legal software that earned nearly 30 patents, all while helping law firms enhance efficiency, innovation, and internal culture.

    Stacie Monahan, Partner at Maestro Strategic Partners, spent 25 years as a senior executive in both a large law firm and the insurance industry. Known for her emotional intelligence and operational expertise, she specializes in systems management and mentoring future leaders. Stacie has a passion for developing teams and building scalable structures that allow law firms to thrive.



    What you’ll learn about in this episode:
    1. Leverage your strengths—and delegate the rest
      - Importance of focusing on strengths in leadership roles
      - Surrounding oneself with individuals who complement strengths and address diverse needs

    2. Authenticity is the foundation of effective leadership
      - Recognizing and nurturing authentic leadership styles
      - Building a team that supports personal growth and business development

    3. Delegation is essential for scalability and sustainability
      - Emphasizing the significance of effective delegation in leadership
      - Encouraging leaders to empower their team members to prevent organizational vulnerabilities

    4. Invest in people to create future leaders
      - Encouraging leaders to invest in mentorship and personal development
      - Prioritizing creating an environment that fosters new leaders rather than hoarding power

    5. Culture thrives on vulnerability, communication, and care
      - Highlighting the value of open communication and vulnerability in leadership
      - Measuring leadership success by replicating leadership roles and positively impacting others' lives


    Resources:

    Website: mstratpartners.com
    LinkedIn: linkedin.com/company/maestro-strategic-partners Facebook: facebook.com/maestrostrategic/

    Additional Resources: https://www.pilmma.org/aiworkshop https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind
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    35 mins
  • AI, Avatars & Brand Trust: The Future of Video Marketing for Law Firms With Cindy Speaker

    AI, Avatars & Brand Trust: The Future of Video Marketing for Law Firms With Cindy Speaker
    Aug 1 2025
    Welcome to episode 290 of the Grow Your Law Firm podcast, hosted by Ken Hardison. In this episode, Ken is joined by Cindy Speaker President and Founder of the Law TV Network. Cindy, a seasoned marketing strategist with nearly 20 years of experience, brings deep insight into the fast-changing world of legal video marketing. She began her career as the marketing director for a large multi-state personal injury law firm based in Philadelphia. Today, as the founder of the Law TV Network, Cindy delivers cutting-edge video marketing solutions tailored for legal professionals, helping them build credibility and authority in a competitive landscape. In this episode, she shares why both long-form FAQ videos on YouTube and short-form content on platforms like Instagram and TikTok are essential. Cindy also underscores the power of user-generated content and the critical role video plays in building brand trust—encouraging even camera-shy attorneys to embrace video as a way to connect authentically with clients.


    What you’ll learn about in this episode:

    1. Short form video content on platforms like Instagram and TikTok is increasingly important:
    - User-generated video content is popular and easy to create
    - Showcase office activities, employees, and community involvement

    2. Long form YouTube videos remain significant for building brand trust:
    - Create 25 to 50 solid FAQs to explain legal practice areas
    - Analyze YouTube analytics to understand viewer habits

    3. AI plays a vital role in content creation and research, enhancing efficiency:
    - AI tools like ChatGPT streamline writing processes and research tasks
    - Expert prompting is crucial for effective AI content generation

    4. Consistency in video marketing is key for law firms' success:
    - Done-for-you videos provide a solution for maintaining regular video content
    - In-house capabilities for video creation offer an ideal setup

    5. Exploring the use of avatars in video content creation:
    - Avatars can be a viable option for representing individuals in videos
    - Challenges may arise in replicating authentic voice and mannerisms


    Resources:
    Website: lawtvnetwork.com
    LinkedIn: linkedin.com/in/cindyspeaker/
    Facebook: facebook.com/LawTVNetwork
    Twitter (X): x.com/cindyspeaker


    Additional Resources: https://www.pilmma.org/aiworkshop https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind
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    25 mins
  • How to Hire Smarter: Offshore Staffing Strategies for Law Firms With Jason Melton

    How to Hire Smarter: Offshore Staffing Strategies for Law Firms With Jason Melton
    Jul 25 2025
    Welcome to episode 289 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken is joined by Jason Melton, President of Regents Remote Services.

    Jason brings over two decades of experience in personal injury and wrongful death litigation as Co-Founder of Whittel & Melton, LLC, where his client-first approach has helped secure millions in recoveries. His passion for justice is matched by his strategic mindset—developing customized solutions for clients during their most vulnerable moments.
    As President and Co-Founder of Regents Remote Services, Jason is leading the charge in solving the legal industry’s staffing challenges by helping firms build nearshoring teams in Mexico. From legal and operations support to marketing expertise, Regents provides highly qualified professionals who drive law firm growth. Jason is also an active member of professional organizations like the Florida Justice Association and a devoted family man.


    What you’ll learn about in this episode: 1. Importance of Over-Communication:
    - Clarity and connection are vital for remote workers
    - Humanizing employees fosters trust and engagement

    2. Structured Onboarding Process:
    - Clear expectations from the start are crucial
    - Training and support ensure understanding of roles

    3. Virtual Engagement:
    - Virtual gatherings foster belonging and accountability
    - Prioritizing quality over cost boosts growth

    4. Importance of Company Culture:
    - Inclusive environments enhance productivity
    - Personal connections foster team cohesion

    5. Supervision Strategies:
    - Regular check-ins and feedback sessions are essential
    - Balancing autonomy and support is key to success


    Resources:
    Website: www.regentsrs.com
    LinkedIn: linkedin.com/in/jason-melton Facebook: facebook.com/share/1E8auwEzjd/?mibextid=wwXIfr
    Twitter (X): x.com/jasonmeltonesq


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