Episodios

  • Leveraging Operational Strengths - Erica Caviness - PILMMA Spotlight 2025

    Leveraging Operational Strengths - Erica Caviness - PILMMA Spotlight 2025
    Apr 17 2025
    Erica Caviness is the founder and lead consultant at Thrive Concepts. In this episode, Erica discusses “How lawyers can leverage their operational strengths.” In this discussion, we discuss how Thrive Concepts uses the Colby assessment to identify operational strengths, how the effective implementation of operational strengths leads to less stress, higher productivity, and better bottom-line results, and ongoing accountability and follow-up to sustain improved work performance. Also, Erica tells us what she is looking forward to the most at PILMMA Super Summit 2025! Erica will be speaking at PILMMA Super Summit 2025 again this year. This episode and the next several will feature PILMMA speakers in our "Spotlight on PILMMA" podcast series. Visit Erica online here: https://thriveconcepts.org/about/. We'll be at PILMMA Super Summit 2025: https://optimizemyfirm.com/pilmma-2025/. See all episodes or subscribe to the Personal Injury Marketing Minute here: https://optimizemyfirm.com/podcasts/. Transcript: Welcome to the Personal Injury Marketing Minute, where we quickly cover the hot topics in the legal marketing world. I'm your host, Lindsey Busfield. Today we are kicking off our Spotlight on PILMA podcast series. Over the next couple weeks, I'll be interviewing speakers for the upcoming PILMA conference that's taking place in Denver and the end of April. This year's PILMA lineup is full of highly successful lawyers, marketing experts, and legal operational gurus, all sharing their insights on how to take your personal injury firm to the next level. For many of these speakers, taking a law firm to the next level means lead to a generation. However, that will only lead to short-term growth if your business isn't scaled appropriately and run efficiently. Our guest today is Erica Caviness, the founder and lead consultant at Thrive Concepts. She'll be focusing her PILMA presentation on leveraging your firm's operational strengths. Erica Thank you so much for joining us today. Yes, Lindsey. So good to see you. Thank you. Lindsey Well, tell us a bit about yourself and about Thrive Concepts. Erica Yeah, so I am Erica, course, and Thrive Concepts is a coaching and training company that is focused on helping law firm owners and their leadership teams really leverage their unique strengths and build a firm that they love and can actually thrive in and not just eat by and survive. So it's actually the name Thrive Concepts is really a legacy to my late mother. And the biggest lesson she always taught me growing up was we really want to thrive in life and not just eat by and survive. And so when I decided I wanted to start my own company, I knew I had to incorporate some of that. And I love being able to work with law firm owners and their team members and really help them unlock their potential and really get to the next level, whatever that means to them in their growth journey. Lindsey Well, and that's a beautiful mission. And when we think about growing our law firms, so many lawyers are focused on that survival mode and getting the next client and making sure the lights are staying on and making sure payroll has enough funds. But really having the purpose to thrive in that. are pouring so much of your life and your resources into your law firm that you should be doing that efficiently enough that you're not just in survival mode, but you're actually growing, expanding, and thriving both personally and professionally as a part of that firm. Erica Right. Absolutely. And, you know, sometimes it will be easier than others. And there's nothing wrong with being in survival mode. Lindsey You know, having seasons of that, that's normal. That's, you know, we're all human. That's life. That's life. Erica That's I think resources and someone on your side, a third party who can really give you that, you know,
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    17 m
  • Prioritizing Profit Over Calls - Cassidy Lewis - PILMMA Spotlight 2025 Podcast

    Prioritizing Profit Over Calls - Cassidy Lewis - PILMMA Spotlight 2025 Podcast
    Apr 17 2025
    Cassidy Lewis, Chief Marketing Officer at Cooper Hurley Injury Lawyers, joins us to discuss prioritizing profit over calls. Cassidy will be speaking at PILMMA Super Summit 2025. This episode and the next several will feature PILMMA speakers in our "Spotlight on PILMMA" podcast series. In this episode, Cassidy discusses her role at Cooper Hurley Injury Lawyers, some of the marketing campaigns they run, KPIs, profitability, limitations to profitability as a metric, assessing profitability, ROI, and what she is looking forward to the most at PILMMA Super Summit 2025. Visit Cassidy online here: https://cooperhurley.com/our-staff/cassidy-lewis/. We'll be at PILMMA Super Summit 2025: https://optimizemyfirm.com/pilmma-2025/. See all episodes or subscribe to the Personal Injury Marketing Minute here: https://optimizemyfirm.com/podcasts/. Transcript: Welcome to the personal injury marketing minute, where we quickly cover the hot topics in the legal marketing world. I'm your host, Lindsey Busfield. In marketing, we tend to focus on a handful of KPIs to evaluate the performance of any campaign we're running. In SEO, most of our clients want to know what keywords they're ranking for, how well they're showing up on the local map, and how many phone calls are coming in from the web. Of those, the number of calls tends to get the most attention. After all, what better metric is there to demonstrate the success of an uptick than an uptick in the phone ringing? Continuing our Spotlight on PILMMA series, Cassidy Lewis, the CMO of Cooper Hurley Injury Lawyers, joins us today to talk about her upcoming diploma presentation, Prioritizing Profit Over Calls. Thank you so much for joining us today, Cassidy. Cassidy Thank you so much for having me, Lindsey. Lindsey Busfield (optimizemyfirm.com) Well, tell us a little bit about yourself and your role at Cooper Hurley Injury Lawyers. Cassidy Sure. So I have been the chief marketing officer here for seven years, a little over seven years now. When I started, I was a one-man band, and now we are a team of five and a half. So we've come a long way. My day-to-day changes, I don't have anything that I do twice in a week or sometimes even a month, but I focus a lot of my efforts on high-level strategy, right? So how to make the phone ring, but how to make the phone ring with the right calls, with the clients that we want. Prior to this, I think I've been in every facet of my... So I got my start in politics. used to run campaigns. And then I worked at two Fortune 500s, one at headquarters, one locally, done some nonprofit work, some sales, own my own marketing firm. Just, I came to Cooper Hurley with, I feel like, a good amount of experience. And I always tell people that, not to brag, but to say, legal marketing still kicks my butt. Lindsey It is a whole different level than anything else out there. So, yeah, but I've been here a little over seven years and we're having a blast. That's excellent. sounds like you guys have had, you know, tremendous amount of growth to be able to grow it from that one man band to, you know, having, you know, several more people on staff and to be able to draw in the business support and scaffold that growth is fantastic. Clearly, you've had some success with the marketing campaigns that you're running for your firm. Cassidy What types of campaigns do you guys run? So we definitely have the multi-channel approach where we do some of the advertising pieces like TV, billboards, bus ads. And we do social media, but not social media in the way you think. We don't look for cases on social media. We use that as branding. We talk a lot of community. We talk a lot of our employees. We use social media to meet our clients, to meet our future clients, right? And then we focus a lot of efforts after the phone call. I always say that's where the most money can be made...
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    21 m
  • Turning Facebook Scrollers into Signed Clients - PIMM94 Podcast

    Turning Facebook Scrollers into Signed Clients - PIMM94 Podcast
    Apr 2 2025
    Jan Roos from CaseFuel joins us today to discuss Meta advertising. Meta ads can be effective for PI lawyers if used strategically, focusing on educational content and earlier stages of client awareness. Success metrics should focus on qualified leads/transfers and cost per case, not vanity metrics like impressions. Ad fatigue is a key challenge; campaigns require frequent creative refreshes and strategic targeting. Meta ads can be more cost-effective than Google Ads, with clicks often $2-10. Visit Jan here: https://www.linkedin.com/in/jan-roos-27078732/. His company, CaseFuel: https://casefuel.com/home. Check out The Law Firm Growth (LFG) Podcast: https://shows.acast.com/the-law-firm-growth-podcast. See all episodes or subscribe to the Personal Injury Marketing Minute here: https://optimizemyfirm.com/podcasts/. Transcript: Welcome to the personal injury marketing minute where we quickly cover the hot topics in the legal marketing world I'm your host Lindsey busfield when discussing marketing options with our clients We constantly get asked if doing social media marketing is with it and we typically say no While social media marketing is great for some businesses I know I have personally spent a ton of money at Halara because of their facebook ads We just haven't seen much success for personal injury lawyers who try their hand at meta But the lack of success isn't necessary necessarily because of the platform. It might be that lawyers have the wrong expectations of what success should look like when using meta or their marketing specialist isn't leveraging the right opportunities. Fortunately, Jan Roos: joins us today to discuss how personal injury lawyers can best use meta to grow their practices. Jan Roos: Thank you so much for joining us today. Oh, thank you for the awesome intro Lindsey. Lindsey: Well, I'm so happy to have you here, but why don't you tell everybody else who's listening who you are and what you do. Jan Roos: Cool. So my name is Jan. I got into the legal marketing space back in 2015. So at the time, I had a lot of friends who did SEO, and I was just like, honestly, I feel a little bit intimidated by the length of the contracts you have to sign. So I got into a paper click, but I was also some step I was doing in a previous business. I exited business a short earlier that year, and I basically paid traffic was a huge aspect of what we did. So gone to Google and then shortly, kind of afterwards ended up focusing on where personal injury attorneys were actually the first clients that we ever worked with. So we kind of went a little broader on paper click within the legal niche there. you know, by the time it was getting around 2020, the Google AdWords climate had changed a bunch. I still think it's a great platform to go on, but it's just, you know, they've kind of had that creep like everything else in PI, so getting harder in order to find stuff that wasn't already exploited by somebody else. So we made a pivot to social around the end of 2019. And it was after reading one of my favorite books on marketing, which is Breakthrough Advertising by Eugene Schwartz. Have you ever ever read that one, Lindsey? Lindsey: I haven't read that one. Jan Roos: Yeah, it's super old. I think it was published in the late 60s or early 70s, but he basically talked about these stages of market awareness. And this is kind of disseminated through a lot of the marketing lore over the decades that have come since. But basically, I was like, well, we have all this competition at this last mile of the customer decision journey, which is the solution stages he describes it, which encompasses pretty much everything, referrals, search, directories, anything that most people, that's most of the legal marketing play with, but what if there was something that was outside of that? And that's kind of where we ended up looking into around 2019.
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    33 m
  • Be That Lawyer - Steve Fretzin - Personal Injury Marketing Minute 93

    Be That Lawyer - Steve Fretzin - Personal Injury Marketing Minute 93
    Apr 1 2025
    Steve Fretzin joins up for Episode 93 to discuss coaching for Personal Injury Attorneys. Steve works with solo attorneys on up to multi-million dollar firms with multiple attorneys. In this podcast, Steve discusses planning, business development, administration, intake, tech stack, systems and creating time. He helps attorneys learn leadership, hire the right people and scale with peer groups, accountability & one on one coaching. We also touch on his podcast, "Be That Lawyer". It's a great episode. Tune in now. Visit Steve online and check his podcast out here: https://fretzin.com/. See all episodes or subscribe to the Personal Injury Marketing Minute here: https://optimizemyfirm.com/podcasts/. Transcript coming soon.
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    Menos de 1 minuto
  • What is PILMMA? Ken Hardison Interview - PIMM92 Podcast

    What is PILMMA? Ken Hardison Interview - PIMM92 Podcast
    Mar 20 2025
    Ken Hardison from PILMMA joins us today to discuss what PILMMA is and how it started. Ken also covers the benefits of mastermind groups, how the PILMMA Super Summit works, his favorite part of the conference, how firms grow with the help of each other, and the future of PILMMA. PILMMA Super Summit 2025 will be April 29, 2025 - May 2, 2025 in Denver, Colorado. Visit PILMMA online here: https://www.pilmma.org/. Get Ken's book, The Mastermind Effect, here: https://www.amazon.com/Mastermind-Effect-Owners-SECRET-Growth/dp/0983937974. See all episodes or subscribe to the Personal Injury Marketing Minute here: https://optimizemyfirm.com/podcasts/. Transcript: Intro: Lindsey: Welcome to the Personal Injury Marketing Minute, where we quickly cover the hot topics in the legal marketing world. I'm your host, Lindsey Busfield. As a legal SEO agency, the law firms we work with all have a dedicated interest in growing their firms with strategic marketing initiatives. As such, we field a lot of questions regarding which marketing strategies are worth investing in and which are more hype than results. One organization we have been asked about multiple times is PILMMA. Many of the clients we work with are already PILMMA members and they consistently praise the strategic marketing and business management strategies that they receive as a result of their membership. Additionally, I had the opportunity to meet Ken Hardison, the Founder of PILMMA at their annual summit last year. And while I could talk secondhand about the great work that PILMMA does, nobody is going to be able to explain the game-changing resources PILMMA provides as well as Ken can himself. Thank you so much for joining us today. Ken: Oh, thank you, it's my honor. How Did PILMMA Start? Lindsey: Well, let's start with a little bit of information just about you. Can you share a little bit about your journey from becoming a lawyer to a leader in the legal marketing and management industry? Ken: Yeah, so I started practicing in '82 in a little town called Dunn, North Carolina. And I was a partner in another firm from 82 to 96. And I wanted to start marketing because I had went to court one day, I used to do PI, disability and criminal, and one of the partners did estate, real estate and the other one did domestic. And I went to court and this guy came in with crutches and I said, "What happened, Joe?" He said, "Well, I got hit by a semi." I said, "Well, you know, I do PI." He said, "Yeah, but I hired this guy off the TV." And it just hit me. Well, I went and tried the case and we won the case and I drove back to the office and I told my partner, I said, "I wan to have a meeting," I said, "We have got to change with the times," I said, "We need to start marketing." And they said, "No, it's unprofessional. We're not going to do it." So we had a dialogue for about six months. I left, took one associate and three staff and I went out and kind of went out, spent three days with John Morgan, this is in '96. Back then he only had 25 lawyers. I went Ken Nunn up in Indiana, and I shadowed him for two or three days and then I went and got involved with Dan Kennedy and Jay Abraham, and I just learned everything, read everything I could about marketing and then tried it to law firms. And I went out and mortgaged everything I had to my name, half a million dollars at that time and went on TV and started Yellow Pages. And of course the Yellow Pages are dead now. But anyway, in five years we went from two lawyers, three staff to 13 lawyers, 47 staff, and the rest is history. 2010, I just got up one morning and I just wasn't challenged, I wasn't looking forward to going to work, and I said, "I think I'm ready to do something else." And so I sold a law firm and I was going to retire, and I moved down to Myrtle Beach from Raleigh, I was living in Raleigh then, and I fished in golf for about six months,
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    23 m
  • Creating Memorable Super Bowl Ads - Personal Injury Marketing Minute 91 Podcast

    Creating Memorable Super Bowl Ads - Personal Injury Marketing Minute 91 Podcast
    Mar 20 2025
    Attorney David Maloney runs fantastic Super Bowl TV ads for Maloney Lyons, LLC. In this podcast, David explains how he got started running Super Bowl ads, and why the people of Mobile Alabama eagerly await his firm's ads each year. David also covers how he got started creating commercials, creating commercials in a conservative area where attorney advertising was frowned upon, which ads get traction, how the ads are created, how Super Bowl ads differ from regular TV ads, call to action vs branding, funny vs informative ads, negotiating with various TV stations such as NBC CBS Fox ABC, attention to detail, measuring success, lessons learned, and if he actually returns everyone's call. Visit David Maloney here: https://maloney-lyons.com/maloney-david-j-esq/. Watch his 2025 Super Bowl commercial here: https://youtu.be/A8tKgSKTOBw. See the Personal Injury Super Bowl Ads of 2025: https://optimizemyfirm.com/super-bowl-lix/. See all episodes or subscribe to the Personal Injury Marketing Minute here: https://optimizemyfirm.com/podcasts/. Transcript: Lindsey: Welcome to the Personal Injury Marketing Minute, where we quickly cover the hot topics in the legal marketing world. I'm your host, Lindsey Busfield. Watching the Super Bowl is one of the highlights of my year. While I'm always a little disappointed that the Broncos hardly ever make it to the big game, the commercials never let me down. This has been especially true with a handful of personal injury commercials this year. Maloney-Lyons had a particularly hilarious commercial that aired during the Super Bowl and I'm excited to have David Maloney as our guest today. David: Hey. Thanks for having me, Lindsey. Lindsey: Well, tell us a little bit about yourself, about your practice. David: Well, what's interesting is I had a commercial about what made me decide to become a lawyer to begin with. Which is that when I was 13, I had to read To Kill a Mockingbird for Mrs. Wesselman's English class. And then, that was followed up with us being able to watch it as well. And when I read it, I first started thinking, "Okay. I think this is what I want to do." And then, when I saw it, that solidified it further. And then, I was on... My father had visitation with me. I think it was like over maybe spring break or something and we were driving somewhere on the New York State Thruway. And I had told him that we had read this book and watched this and that I thought that I wanted to be a lawyer. And at that point, he told me that that was what he had always wanted to be. But that my being born kind of changed plans, and so that then bolstered it even more. And so, I decided to become an... I went to law school and I knew I wanted to represent the underdog. And then, you realize criminal law is a little different. And then, you realize also that when you're dealing with personal injury, the victims, since they're going up against big insurance companies, are usually the underdog. So ironically, years later after I'd become an attorney, I did an ad that... Especially being down here in Mobile, Alabama, which is right up the street from Monroeville, which is where the courthouse is that they still have that to Kill a Mockingbird plays every year, because that's where a lot of it was based off of. It resonated to have a commercial that focused on that. Lindsey: Well, and To Kill a Mockingbird, I think most of us read that that freshman year of high school. And Atticus Finch was such a profound character and so meaningful for people on a lot of different levels, both for career aspirations in terms of social justice. And it was one of the first books that I really connected with and it inspired my love of reading. So I love to hear that you say that and that that was part of your journey as well. David: Well, it struck a chord in the idealist in me. Lindsey: Yeah. And I mean, just such a well-written character from a literary perspective....
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    47 m
  • Top of Mind Awareness - Personal Injury Marketing Minute 90

    Top of Mind Awareness - Personal Injury Marketing Minute 90
    Mar 14 2025
    Attorney Loren Schwartz, Partner at Rouda Feder Tietjen & McGuinn in San Francisco, joins the Personal Injury Marketing Minute to discuss Top of Mind Awareness. We discuss some of the marketing strategies Loren has used, and not used, return on investment, advice for other attorneys, and what's worked for him. Top of mind awareness has worked well for Loren thanks to his authentic, genuine relationships. Loren maintains contact with past clients, contacts them on their birthday, he is personally active on social media, and he has become true friends with past clients. His biggest piece of advice is to simply be yourself. He is about to launch a quarterly newsletter as well. Top of mind awareness results in referrals. Visit Loren Schwartz online here: https://www.rftmlaw.com/attorney-profiles/loren-schwartz/. See all episodes or subscribe to the Personal Injury Marketing Minute here: https://optimizemyfirm.com/podcasts/. Transcript coming soon.
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    19 m
  • Lessons Learned as Lawyers Support Wildfire Victims - PIMM89 Podcast

    Lessons Learned as Lawyers Support Wildfire Victims - PIMM89 Podcast
    Mar 13 2025
    Attorney Brittnie Panetta joins us today to discuss wildfire lawsuits. Brittnie works with the Matthews and Associates law firm, which has handled many wildfire lawsuits in California and Hawaii. This episode covers the current status of the Eaton Wildfire (as of March 2025), why there is likely a good case against Socal Edison, how the Eaton Fire compares to other fires, legal concerns fire victims fast, lawsuits filed to date, possible evidence, how long these types of cases take, and much more. Visit Brittnie online here: https://www.dmlawfirm.com/attorneys/brittnie-panetta/. See all episodes or subscribe to the Personal Injury Marketing Minute here: https://optimizemyfirm.com/podcasts/. Transcript coming soon.
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    18 m
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