The Lawyer Millionaire® Podcast: Business & Financial Planning for Law Firm Owners

On this episode of The Lawyer Millionaire, host Darren Wurz explores one of the most overlooked drivers of law firm profitability: pricing. Drawing on lessons from Hermann Simon’s book Confessions of the Pricing Man, Darren explains why law firm owners often focus too much on generating more leads, hiring additional attorneys, and reducing expenses while neglecting the pricing strategies that could have the greatest impact on their profits. Darren discusses: Why price is your bigger profit lever? The importance of offering different pricing tiers, packages and service options. Why offering discounts can destroy law firm profitability? Four important pricing questions every law firm owner should ask. How to run a one-hour pricing leak audit. Resources: Profit from the Core: A Return to Growth in Turbulent Times by Chris Zook with James Allen (Book) Confessions of the Pricing Man: How Price Affects Everything by Hermann Simon (Book) What’s Your Law Firm Worth? Get a Free Instant Valuation in 5 Minutes Want to attract more of the right clients? Download our free client attraction playbook Connect with Darren Wurz: Want to work with our team? Schedule an Intro Call The Lawyer Millionaire Website LinkedIn: Darren P. Wurz Subscribe to The Lawyer Millionaire Youtube Channel Get access to insider events and weekly tools and tips. Join the Lawyer Millionaire Insider email list

On this episode I am joined by various experts from across the legal client-acquisition world, including Lawyer Millionaire marketing director Derek Unnasch, Delisi Friday of First Call Friday and Bobbee Palmer of Driven Media Group. Together our discussion focuses on practical strategies law firms can use to attract more clients, improve online visibility, generate referrals, and increase profitability. The central message is that successful law firm marketing is not just about getting more traffic or leads; it is about being discoverable, building trust, and converting potential clients into signed cases. We discuss: How to make your law firm visible to AI search engines. Why law firm should focus on a specific legal niche. How to optimize Google Business Profile and reviews. Unlocking referral opportunities via Linkedin. Using content to demonstrate authority.   Resources: Profit from the Core: A Return to Growth in Turbulent Times by Chris Zook with James Allen (Book) What’s Your Law Firm Worth? Get a Free Instant Valuation in 5 Minutes Want to attract more of the right clients? Download our free client attraction playbook Connect with Darren Wurz: Want to work with our team? Schedule an Intro Call The Lawyer Millionaire Website LinkedIn: Darren P. Wurz Subscribe to The Lawyer Millionaire Youtube Channel Get access to insider events and weekly tools and tips. Join the Lawyer Millionaire Insider email list   Connect with Delisi Friday: Linkedin: Delisi Araceli Friday Website: First Call Friday Podcast: From Coffee to Cases Book a Discovery meeting   About Delisi Friday: Delisi Friday is a legal marketing strategist and business development expert with over 20 years of experience in the legal industry. Raised inside a law firm and born the day her father became a lawyer, Delisi grew up immersed in the realities of owning a law firm. From intake and operations to trial preparation in criminal and civil matters, she has worked nearly every role inside a law firm—giving her a deep, practical understanding of how law firms operate, scale, and sustain growth. Throughout her career, Delisi has worked in multiple 7 and 8-figure businesses. She spent 7 years as Marketing Director at Cowen Rodriguez Peacock, an 8-figure boutique personal injury law firm, where she led the marketing and intake departments, helped grow the firm from 7 to 8-figures, produced the award-winning podcast Trial Lawyer Nation, and scaled the staff in San Antonio from 3 to 30 through referral-based, relationship-driven marketing. Delisi later served as Chief of Staff to RJon Robins, founder of How to Manage a Small Law Firm, and an 8-figure serial entrepreneur. She helped RJon launch and scale a business that generated $50 million in revenue within 18 months and supported 17,000 small businesses nationwide. She also led the marketing campaign connected to the best-selling book Profit First for Lawyers and its companion podcast. In 2025, Delisi founded First Call Friday, a business focused on helping lawyers grow their practices through intentional relationships, strategic referrals, and systems that produce measurable ROI. Whether a law firm wants to generate more inbound referrals, or refine their outbound referral process, Delisi brings her experience working on both sides of the attorney referral partnership to help law firms ranging in size from 6-figures to 9-figures. Recognized as a top 1% LinkedIn creator and ranked among the Top 50 legal professionals in the United States on LinkedIn, Delisi uses her podcast From Coffee to Cases with the Legal Podcast Network to teach lawyers every month how to do relationship driven referral marketing for themselves. With a background in theatre, television, and film in Los Angeles and New York, including time behind the scenes at Saturday Night Live, and as Miss Latina World (2008–2009), Delisi brings confidence, clarity, and relatability to every stage. Her message resonates across practice areas: sustainable law firm growth still comes down to trust, relationships, and consistent human connection     Connect with Bobbie Palmer: Linkedin: Dr. Bobbee Palmer Website: Driven Media Group   Connect with Derek Unnasch: Linkedin: Derek Unnasch

On this episode of The Lawyer Millionaire, host Darren Wurz interviews Howard Ankin, founding partner of Ankin Law in Chicago. Howard shares how he grew his practice into a firm with 26 attorneys and more than 80 team members. He discusses the challenges of scaling a law firm, competing against national firms, investing in technology and AI, managing unpredictable cash flow, and preparing for an evolving legal marketplace. Darren and Howard discuss: Why growing a law firm changes the role of the owner. Effective marketing means securing the right opportunities. Referral remain a powerful source of new business. How Ankin Law uses technology and AI to improve client outcomes. Why it is important for leaders to understand different generations.   Resources: Profit from the Core: A Return to Growth in Turbulent Times by Chris Zook with James Allen (Book) Law Firm Financial Reporting Template Pack (Exclusive content) Law Firm Profitability Assessment How to Calculate Your Law Firm Tax Reserve Get your Free Law Firm Audit Law Firm Valuation Tool Download the Client Attraction Playbook Connect with Darren Wurz: Want to work with our team? Schedule an Intro Call The Lawyer Millionaire Website LinkedIn: Darren P. Wurz Join The Lawyer Millionaire® Community Don’t Miss a Thing! Subscribe to The Lawyer Millionaire® Email List Subscribe to The Lawyer Millionaire Youtube Channel   Connect with Howard Ankin: Linkedin: Howard Ankin Website: Ankin Law   About Howard Ankin: Howard Ankin is a third-generation attorney who has built lifelong connections with many of his clients, some of whom he’s known since childhood. These clients are often the descendants of individuals who were represented by his father and grandfather, creating a legacy of trust and commitment. Many recall seeing Howard as a young boy accompanying his father to the court during school breaks, where his passion for justice and the law was deeply ingrained from an early age. Today, Howard is at the helm of Ankin Law, a firm he co-founded with his father, Paul B. Ankin, in March 1997. Over the years, the firm has grown under its leadership, specializing in personal injury, workers’ compensation, trucking litigation, wrongful death, social security disability, and both criminal and civil litigation. Howard’s dedication to his clients and his relentless pursuit of justice continue the proud Ankin family tradition of providing exceptional legal support. In just his third year of practice, Howard achieved a $1,000,000 recovery for his client in Latta vs. Village Green Associates—a testament to his skill and determination. Today, his record is filled with numerous legal victories, but what Howard values most is the stability and hope he brings to his clients by securing their livelihoods through his legal expertise. Howard is committed to representing his clients not just as an attorney, but as a trusted advisor and friend. He is known for providing quality referrals for legal matters beyond his practice areas, ensuring his clients receive the best possible guidance. His dedication to Ankin Law is evident every day, as families across Chicago and Illinois continue to seek the firm’s counsel at every stage of their lives.

On this episode of The Lawyer Millionaire, host Darren Wurz interviews Rafi Arbel, a former practicing attorney and founder of MarketJD, about how law firms can improve their marketing strategies, track results, strengthen client intake, and increase profitability. The central message is that law firms should fix their intake and follow-up processes before spending more money on marketing. Generating leads is only one part of growing a successful law firm. Firms must also know where their signed cases come from, build a strong reputation, and have an effective process for converting prospective clients into paying clients. Darren and Rafi discuss: How to connect marketing data with actual business outcomes. Why firms need to build a strong Google Business Profile and make Google reviews a major priority. What firms should demand when they hire an agency. Prepare for AI-driven search by building a strong brand. How to train intake teams to listen and show empathy. Using AI to amplify expertise, not replace it   Resources: Profit from the Core: A Return to Growth in Turbulent Times by Chris Zook with James Allen (Book) Law Firm Financial Reporting Template Pack (Exclusive content) Law Firm Profitability Assessment How to Calculate Your Law Firm Tax Reserve Get your Free Law Firm Audit Download the Client Attraction Playbook Connect with Darren Wurz: Want to work with our team? Schedule an Intro Call The Lawyer Millionaire Website LinkedIn: Darren P. Wurz Join The Lawyer Millionaire® Community Don’t Miss a Thing! Subscribe to The Lawyer Millionaire® Email List Subscribe to The Lawyer Millionaire Youtube Channel   Connect with Rafi Arbel: Email: [email protected] Linkedin: Rafi Arbel Website: Market JD   About Rafi Arbel: Since 2000, Rafi Arbel has been helping hundreds of attorneys double their online lead volume in as little as one year. Working for the largest provider of online marketing and legal research, Rafi built a reputation as a leader in law-firm marketing, strategy and operations. As lawyers began to face increasing competition for clients, Rafi started Market JD to offer consumer law firms a new online marketing alternative, one that provides a greater return on investment, more flexibility, and personalized service. A former litigator who ran his own practice, Mr. Arbel uses his first-hand knowledge of the legal industry to help lawyers grow their client base, increase margins and improve their quality of life. Rafi speaks to lawyers across the country on internet marketing, including in Nevada, Tennessee, Ohio, and Massachusetts. Formerly on the Board of Governors for the Northwest Suburban Bar Association, he has spoken to bar associations across the country and was the featured speaker before the entire sales force, account managers and senior executives at the TR 2008 National Sales Meeting in Orlando, Florida. In addition to his broad and diverse legal consulting experience, Rafi earned his MBA, with honors, from the University of Chicago Booth School of Business. He was inducted into the national business honors society, Beta Gamma Sigma, in 2009. If your firm is looking to meaningfully increase revenue and the size of your client base, give Rafi a call at 312.970.9353 or visit www.marketjd.com for more information.

On this episode, host Darren Wurz explores a central business-growth principle inspired by Profit from the Core by Chris Zook and James Allen: profitable growth comes from strengthening your core business before expanding into new areas. Darren challenges law firm owners who equate growth with adding practice areas, opening offices, or pursuing new markets. Darren argues that these moves can actually reduce profitability when a firm’s existing core has not been fully developed. Darren discusses: Focus on your core before expanding Why your practice area is not necessarily your core? Beware of growth distractions. How moving away from its core almost destroyed Gucci. Why Geographic expansion requires proof. How to build a core profit map. Resources: Profit from the Core: A Return to Growth in Turbulent Times by Chris Zook with James Allen (Book) Law Firm Financial Reporting Template Pack (Exclusive content) Law Firm Profitability Assessment How to Calculate Your Law Firm Tax Reserve Get your Free Law Firm Audit Download the Client Attraction Playbook Connect with Darren Wurz: Want to work with our team? Schedule an Intro Call The Lawyer Millionaire Website LinkedIn: Darren P. Wurz Join The Lawyer Millionaire® Community Don’t Miss a Thing! Subscribe to The Lawyer Millionaire® Email List Subscribe to The Lawyer Millionaire Youtube Channel