In this episode of Counsel Cast, host Karin Conroy sits down with Rachel Allen, founder of Bolt from the Blue Copywriting, to unpack the neuroscience of human connection, and why sounding like a real person is the secret advantage in modern law firm marketing.

They dive deep into the psychology of trust, exploring why generic, AI-sounding copy destroys credibility and how to write in your authentic “coffee shop” and “4 AM” voice, the language real clients actually use when they’re making decisions that matter.

From lawyer bios to landing pages, learn how subtle word choices trigger the brain’s trust centers and why small shifts in tone can lead to major gains in conversion and client relationships.

📌 You’ll learn:

• Why authentic tone is the #1 trust-builder in legal marketing
• Six neuroscience-backed motivators that shape every client decision
• The copywriting mistakes that make lawyers sound robotic (and how to fix them)
• When AI helps your marketing and when it kills your credibility
• How to use plain, emotionally intelligent language that converts without being salesy

💡 Featuring:

• Real examples from defense attorneys, brand messaging breakdowns, and a deep dive into The Crux by Richard Rumelt, a must-read on strategic clarity and problem-solving.

Whether you’re writing your own website, briefing your agency, or auditing your AI-assisted content, this conversation will show you exactly how to sound more human, and win more clients.

Karin and Rachel give listeners actionable tips on:

• 00:42 Why stiff lawyer bios repel clients (and what to say instead)
• 03:10 The defense attorney who chose handcuffs vs. the one who spoke to what’s at stake
• 06:43 “All copy is sales copy” – without the sleaze
• 09:39 How language builds (or erodes) trust
• 16:18 The neuroscience of connection: six universal motivators behind human decisions
• 21:23 The truth about AI in legal marketing copy
• 27:11 Book Review: The Crux by Richard Rumelt – finding the real problem to solve
• 32:28 Coffee shop vs. 4 AM language: how to sound like yourself
• 36:58 The #1 copy change lawyers should make right now

Resources mentioned in this episode:

• The Crux by Richard Rumelt

Connect with Rachel:

• LinkedIn: https://www.linkedin.com/in/rachelallenwrites/ 
• Instagram: https://instagram.com/boltfromthebluecopywriting 
• https://www.boltfromthebluecopywriting.com/ 

Connect with me

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• Karin on Twitter
• Karin on LinkedIn
• Conroy Creative Counsel on Facebook
• https://conroycreativecounsel.com