What If Law Firms Marketed Like They Were Raising $10M? with Jason Fishman

Update: 2025-11-11

Description

In this episode of Counsel Cast, host Karin Conroy welcomes Jason Fishman, CEO of Digital Niche Agency (DNA), to explore how law firms can borrow proven marketing strategies from the world of investor acquisition. Jason shares how his team has helped raise hundreds of millions in capital by focusing on premium audiences, strong creative strategy, and data-driven funnels, and why those same principles can transform how law firms attract clients.

Through their discussion, Jason breaks down how to market like you’re raising $10 million: start with a system, not a guess. He outlines his Eight-Point Plan, a framework that blends research, competitive insight, and creative messaging to help firms attract high-value cases and scale sustainably.

Together, they dive into what separates vanity marketing from strategy, how to use social proof that actually converts, and why most firms stop short of the most profitable part of the funnel: the follow-up.

📌 You’ll learn:

How to market your law firm like a scalable business, not a side project
Why numbers alone don’t drive growth – creative does
Jason’s Eight-Point Plan for building a strong marketing foundation
How to use competitor audits to outsmart (not outspend) your competition
The anatomy of an ad that stops the scroll and builds trust
Why landing pages outperform websites and how to design them for conversions
The simple funnel framework that turns one-time cases into repeat clients
Common mistakes law firms make with digital campaigns, and how to fix them
How to set meaningful KPIs and test your way to scalable success

💡 Featuring:

Real-world parallels between investor marketing and law firm growth, examples of high-converting funnels, and insights on creative testing, content cadence, and building brand trust online. Jason also explains why consistent content follow-up is the secret weapon of every high-performing firm, and how to turn your marketing from chaotic to compound.

Karin and Jason give listeners actionable tips on:

00:43 Why referral-only marketing is still marketing (and why it’s not enough)

02:04 What if law firms marketed like they were raising $10M?

06:45 Understanding acquisition costs and benchmarks that make sense for firms

10:15 How creative drives conversions (and why numbers aren’t enough)

11:30 Jason’s Eight-Point Plan: from industry overview to audience personas

14:00 How to ethically research competitor campaigns

17:10 The “Test, Optimize, Scale” method for smarter marketing decisions

19:10 Building client personas that drive emotional resonance

21:00 Using visuals, numbers, and trust signals to make your ads click

23:45 The 3-1-3 Method: say more with fewer words

26:00 Why social proof matters more than ever in legal marketing