Sharp Strategies Sweet Success

This is a free preview of a paid episode. To hear more, visit sharpcookiedev.substack.comIn our January Sharp Marketing Mastermind meeting, we focused on how law firms can improve performance and accountability across Google Ads and Local Service Ads. We were joined by Thomas Glasgow of 1122 Marketing, who shared deep insights into how Local Service Ads actually work and what Google prioritizes today. Together, we covered where firms commonly lose money and how better intake handling and tracking directly impact results.In this meeting, we discussed:* How Local Service Ads differ from traditional Google Ads and why call handling matters so much.* Best practices for intake teams, including keeping LSA calls neutral and using lead feedback correctly.* The importance of consistent Google review activity for LSA performance.* How to audit Google Ads accounts, including search terms, negative keywords, and ad strength.* What conversion goals should be tracked, and why phone calls should carry more weight than form fills.* How to spot data issues between Google Ads, LSAs, and your CRM or lead tracking system.* Common pitfalls with vendors, automation, and AI tools, and what to approach with caution.A big thanks to everyone for attending and participating! Here’s Thomas’s information for anyone who’d me interested in contacting him: Email: thomas@1122management.comWebsite: www.1122marketing.comSchedule a meeting hereBelow are the resources for our Sharp Marketing Mastermind members:

In this episode of Sharp Strategies Sweet Success, I’m joined by Will McCreight of Blue Shark Digital to break down what law firm SEO actually looks like in 2026—and why it still matters. Will explains why “unqualified leads” are often a sign that your SEO is gaining traction, not failing. But to make that visibility useful, firms need better tracking—moving beyond the generic “organic” label to identify which sources (Google Business, directories, AI search) are truly delivering. We also dig into legal directories: which ones might be worth paying for, how to evaluate their real impact, and why they’re becoming more relevant again with the rise of AI-driven search. A key insight: SEO doesn’t work in a vacuum. Without solid intake systems and phone support, even the best search rankings can lead to lost opportunities. Will shares how marketing and operations need to align to turn leads into actual cases. This episode is a must-listen if you’re reevaluating your digital strategy, feeling stuck with low-quality leads, or just wondering how to make SEO work smarter—not harder—for your firm. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this end-of-year episode of Sharp Strategies Sweet Success, I’m joined by Conrad Saam of Mockingbird for a wide-ranging conversation about what law firms should actually be planning for in 2026. We dig into why the industry’s obsession with AI rankings risks pulling attention away from fundamentals that still drive real case volume, and how firms should think more strategically about choosing the right marketing “chess pieces” instead of trying to play every channel. Conrad breaks down why LSAs, intake performance, location strategy, and operational discipline matter more than ever as larger firms expand into smaller markets, and how competitive pressure is forcing law firms to level up across marketing, intake, and case value optimization. We also talk candidly about why intake is no longer just an operations issue, how Google is quietly shaping incentives through data collection, and why many firms are losing opportunities long before marketing ever gets blamed. If you’re heading into 2026 feeling overwhelmed by AI noise, increased competition, or shifting market dynamics, this episode offers a grounded, practical way to refocus on what actually moves the needle. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategies Sweet Success I'm joined by Adam Rossen, who opens up about a year that tested everything — leadership, culture, and the systems behind a multimillion-dollar law firm. After losing team members, facing resistance to change, and stepping back into legal work for the first time in four years, Adam shares why he dismantled attorney-led sales, rewired his intake process, and began building a team around accountability and role clarity. We talk about how EOS fits into that evolution, where it falls short, and what it really takes to shift from personality-driven to process-driven growth. If you’ve outgrown your early team structure or feel stuck in the messy middle, tune in, this episode offers clarity from someone who’s deep in the work. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategies Sweet Success, Kevin Daisey, co‑founder of Array Digital, joins me to unpack why digital PR, SEO, reviews, and PPC only work when your law firm is committed to brand consistency. We talked about why digital PR is becoming a smarter, more brand-aligned replacement for link buying, and how the best firms build processes that make five-star reviews feel personal, not transactional. We also got into PPC myths (including why Performance Max is usually a red flag) and the power of pairing lead generation with genuine brand familiarity. Tune in if you’re in the weeds of legal marketing, this one will get you thinking bigger. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

This is a free preview of a paid episode. To hear more, visit sharpcookiedev.substack.comIn our December Sharp Marketing Mastermind meeting, we discussed how to build a review system that actually supports your law firm’s growth in a consistent, predictable way. Reviews help with social proof, visibility in search, authority in the market, and the quality of leads who decide to contact your firm. We walked through where reviews should live, how to get more of them without feeling awkward, and how to turn them into a marketing asset instead of something you only think about when Google removes one.In this meeting, we discussed:* Where law firms should prioritize getting reviews (Google, Yelp, Avvo, BBB), and how to manage cadence and review links.* What to track for every review, and how to organize all of this in review or testimonial spreadsheets.* How to get more reviews using both automation (Hona, CaseStatus, Lead Docket, your CRM with SMS) and person-to-person requests.* When to ask for reviews, including right after a positive interaction, shortly after signing, and after settlement but before the check arrives.* How to ask for reviews effectively using email, text, or one-on-one conversations, plus persuasion principles that increase follow-through.* Practical ways to make leaving reviews easier, including brochures, forwarding URLs, QR codes, reminder systems, and firm-wide review culture.* How to protect reviews through monthly audits and reinstatement requests.* How to repurpose reviews as marketing content for social media, newsletters, website sections, printed materials, and office decor.* How to respond to reviews by beginning with fact-finding, thoughtful communication, and a healthy mindset about negative feedback.A big thanks to everyone for attending and participating! Below are the resources for our Sharp Marketing Mastermind members:

In this episode of Sharp Strategies Sweet Success, I chat with Kellam Parks from Parks Zeigler, a tech-savvy attorney with advanced knowledge in cybersecurity and data privacy. We talk the realities of modern hacking, dispelling common myths and revealing how automated bots and AI are the new frontlines in cyber threats. Kellam shares his journey from personal injury law to managing a multifaceted firm with 13 practice areas across two states. We explore practical cybersecurity measures for businesses, from data breach avoidance plans to incident response strategies. The conversation also covers the transformative power of AI in legal practice, touching on tools like ChatGPT, Strong Suit, Granola, and more. This episode is a must-watch for anyone interested in the intersection of law, technology, and cybersecurity. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategies Sweet Success, I talk with Olivia Bradbury, a fractional CMO with over 10 years of experience in legal marketing. Olivia shares her unique journey from skincare marketing to becoming a key marketing player for multiple law firms in Norfolk, Virginia. We delve into why consistency and authentic writing are critical in today’s AI-saturated content world. Olivia discusses the challenges and perks of legal marketing, the effectiveness of print newsletters, and how AI can and cannot replace the human touch in content creation. She also shares insights on working with intake teams and the struggles of getting attorneys on video. Tune in for practical tips and a rich discussion on navigating the dynamic landscape of legal marketing. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategies, Sweet Success, I chat with Katie Carlson, Director of Marketing at Faster Outcomes. Join us as Katie shares her journey from power sports marketing to the legal space and discusses how AI is transforming the legal industry. We delve into the benefits and limitations of AI tools, particularly for small and large law firms, and explore the importance of integrating technology while maintaining a human touch. Katie also discusses the challenges and opportunities in legal marketing and the role of AI in streamlining repetitive tasks for lawyers. Tune in to gain insights on adopting new technologies, the future of AI in legal practice, and practical advice for law firms navigating this evolving landscape. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

This is a free preview of a paid episode. To hear more, visit sharpcookiedev.substack.comIn our November Sharp Marketing Mastermind meeting, we discussed 2026 marketing plans for law firms and why shifting from one-off ‘ideas’ to repeatable systems matters. We looked at how systems create follow-through, make budgets and staffing realistic, and align with what attorneys actually value—clear paths to cases. We also talked about planning quarterly, theming the year, and prioritizing work that directly improves lead flow and case quality.”In this meeting, we discussed:* Why to frame 2026 around systems, not standalone campaigns (follow-through beats “new idea” churn).* Quarterly planning: three “systems” per quarter, themed to firm values.* The big three for 2026: Referral Marketing, Lead Generation, and Authority Building.* Lead generation realities: what truly works (Paid Ads, LSAs, purchased leads), budget thresholds, and fixing intake/automation before spending.* Building authority the right way: brand mentions/PR, reviews beyond Google (Avvo, Justia, Yelp), community/boards, and Google Business.* Two ready-to-use systems shared: “Referable by Design” (referral engine) and the Meta Nurture Engine (website/lead/client retargeting with Meta).A big thanks to everyone for attending and participating! Below are the resources for our Sharp Marketing Mastermind members:

In this episode of Sharp Strategies, Sweet Success, I sit down with James Abrenio, a passionate attorney and former public defender, to discuss the realities of running a small law firm in Northern Virginia. We explore the intricacies of balancing personal injury and criminal defense cases, the impact of AI and politics on the legal industry, and the importance of maintaining a lifestyle business. James also shares his insights on effective marketing strategies, the role of AI in legal research, and the significance of staying focused and intentional in business. Tune in for a deep dive into the life of a dedicated attorney balancing professional pursuits with personal commitments. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategy, Sweet Success, I sit down with Trudy Emlaw, a fellow Chief Marketing Officer, to talk about how traditional media, digital content, and brand strategy all come together to drive serious results. Trudy shares lessons from managing multi-million dollar budgets, collaborating with creative agencies, and leading marketing through massive growth. Whether you’re a CMO, marketing manager, or law firm owner, this one’s packed with real tactics and takeaways you can use. Tune in to learn strategies for smarter media buying, building a brand that stands out in any market, and how to blend traditional and digital tactics for sustainable, long-term growth. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategy, Sweet Success, I’m joined by Olha Bodnar, founder of Ethos Leads, to break down how neuromarketing can help law firms ethically attract and convert more clients. We explore how the human brain really makes decisions, and why facts and credentials often come after emotion and gut instinct. Whether you’re a solo attorney, law firm owner, or legal marketer, this conversation will change the way you think about messaging and design. Stop guessing what works. Tune in to start applying science-backed strategies that connect. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategies, Sweet Success, I chat with Kayleigh Kennedy from Limitless Coaching. We delve into the importance of energy management, business alignment, and the power of mindset in achieving business success. Kayleigh shares her journey from a corporate PR background to becoming a business and mindset coach, helping entrepreneurs, including lawyers, realign their values and avoid burnout. We discuss the significance of overcoming subconscious programming, making intentional decisions, and fostering authenticity in business. As a special bonus, Kayleigh is offering all listeners a coupon code SHARPCOOKIE10 for 10% off her course. Tune in to learn strategies for smarter work, enhanced self-awareness, and achieving both personal and professional fulfillment. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategies, Sweet Success, I chat with Zarina Hernandez, a criminal defense attorney in Orlando, Florida. Join us as Zarina takes us through her journey of establishing her law firm, starting from zero marketing efforts to actively engaging in social media and networking. We explore the importance of community presence, the challenges of creating engaging content, and the value of attending networking events. Tune in to gain practical insights into legal marketing and the benefits of consistent engagement both online and offline. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategy Sweet Success, I sit down with Len Spada of Spada Law Group to uncover his strategic approach to legal marketing in the Hispanic community. Len shares his journey of evolving his law firm into a 100% plaintiff's personal injury firm with a significant focus on Spanish-speaking clients. Discover how Spada Law Group utilizes radio advertising, Spanish SEO, and community engagement to dominate their market. Len also discusses the critical role of print marketing in client retention and the importance of mentorship in the legal field. Tune in to gain valuable insights from a seasoned attorney who's successfully carved out a niche in a competitive market. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategies Sweet Success, I chat with Matthew Konecky, a personal injury, DUI, and criminal defense attorney in Florida. Join us as Matthew shares his insights on internal marketing strategies, including maintaining an extensive mailing list, leveraging both email and print newsletters, and turning personal stories into powerful engagement tools. We also dive into the challenges of marketing in the legal field, the importance of delegating tasks to specialists, and the impact of video content on platforms like YouTube. Tune in to learn how a balanced approach to marketing can help build and sustain a successful legal practice. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategies Sweet Success, I chat with Cassidy Lewis, Chief Marketing Officer at Cooper Hurley Injury Lawyers. Cassidy shares her extensive experience in legal marketing, discussing the critical need for marketing systems and operations to scale effectively. We delve into the importance of balancing creative work with operational tasks, the challenges marketers face in law firms, and the value of project management. Cassidy also provides insights into managing vendor relationships, planning marketing strategies, and the nuances of referral marketing programs. Tune in for actionable advice on navigating the dynamic world of legal marketing. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategies Sweet Success, I chat with Tony Albrecht of Contender, a lawyer turned LinkedIn expert. Tony shares his journey from practicing law in Missouri, Illinois, and Guam to mastering LinkedIn as a marketing tool. We dive deep into the art of crafting compelling hooks, the importance of specificity in posts, and the unexpected success of leveraging LinkedIn for professional growth. Tony also discusses the role of GPT in content creation and the long-term benefits of writing quality content. Tune in to learn actionable strategies for building a magnetic online presence and attracting high-quality referrals. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe

In this episode of Sharp Strategies Sweet Success, I sit down with Brandon Osterbind, co-founder of Osterbind Law in Lynchburg, Virginia. Brandon and I discuss how he and his wife Kelly manage their law practice while raising four kids. We dive into their unique referral-based marketing strategies, the journey of building capacity to handle more cases, and the challenges of scaling up a legal practice. We also explore the impact of personal injury cases on the firm's growth and the effectiveness of newsletters and direct mailing in solidifying relationships with referring attorneys. Brandon shares his insights on hiring a marketing specialist to optimize efficiency and bolster the firm's outreach efforts. Join us for an insightful discussion filled with practical tips on law firm marketing and operational strategies. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit sharpcookiedev.substack.com/subscribe