IGrace and Liel meet at the CEO Lawyer Summit in last week’s episode, a fairly new summit with a fresh take on legal conferencing. And in this week’s conversation, we explore how we experienced our first time attending this event.

Ali Awad first started exploring this topic back in 2011 when he realized that his personality type was not well suited for being a good lawyer. He says that from there on out, something just clicked as he became an entrepreneur with a mission of teaching lawyers how they can run their businesses better. In doing so, The CEO Lawyer emerged as Ali has built his brand around the idea of helping lawyers become entrepreneurs and leaders rather than people who simply practice law.

The CEO Lawyer Summit is a fairly new summit with a fresh take on legal conferencing. It was created by Ali Awad, aka The CEO Lawyer. It covers a wide range of topics, from building your case from a medical standpoint to running a law firm virtually to the recipe for creating your content machine.

If you attended the summit, then this is a good recap of what went on, but if you missed it this year, this is an excellent opportunity to learn about a new way to look at the business of law.

Resources mentioned in our episode:

Send us your questions at ask@incamerapodcast.com

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Transcript

Liel: [00:00:00] We attended several remarkable conferences this year, both virtually and in person. And last week we had the opportunity to finish the year with a conference that we had never attended. It will most certainly not be the last. I’m Liel Levy, co-founder of Nanato Media and author of Beyond Se Habla EspaƱol How Lawyers Win the Hispanic Market and This is in camera podcast where we love attending events, where we learn about winning strategies. Welcome to in-camera podcast, Private Legal Marketing Conversations, Grace. My voice completely gone. And it’s funny, right? So probably the last time you saw me earlier this week, it wasn’t as bad as it is now, but now it’s gotten to this point. And I know it’s a change of the weather, I guess, and maybe talking too much. It was a fun. It was a fun week, right?

Grace: [00:01:19] It was a fun week. And I think that’s probably part why you lost your voice. There is a lot of talking while we were there too.

Liel: [00:01:25] Yes. And it was talking for those who are thinking, partying and other things. Not at all. Just talking. We have a lovely dinner, though, but it was all perfect behavior, right?

Grace: [00:01:38] That’s right. That’s the fun part of it. It was actually that it was all having to do with a conference that we were all at and eating dinner and everything. So yeah,

Liel: [00:01:47] Yeah, it was great. It was great. So for those of you who are not really following our line here and do not understand what are we talking about? So earlier this week, we met in Atlanta to attend the CEO Lawyers Summit, right? And so Grace. Why don’t you give us a brief intro again about the CEO lawyer and what the summit was about?

Grace: [00:02:09] Certainly so. The CEO lawyer conference was put on by Ali Awad’s firm, and it basically was to put together a bunch of attorneys. I think it was about 200 or so, maybe 250.

Liel: [00:02:21] So, yeah, you know what, Grace 350 that was. I was a final comment. Yeah, yeah.

Grace: [00:02:27] All right. Well, I was around there. I thought it was about right. Yeah, so that’s good. So yeah, there was about three hundred and fifty attendees and there were quite a lot of lawyers. There were very few vendors and the vendors that were there were hand-selected because Ali does work with them and has actually used them. And so, you know, there were no liked and trusted as vendors. And so even the vendors that were there were kind of handpicked and selected to be there. So yeah, that’s what it was about. It was about going through all of the different things as a CEO lawyer and how to be a better lawyer, everything from social media marketing to writing demands and basically everything in between.

Liel: [00:03:14] Yeah, no, it was a very, very, very comprehensive. It touched on so many different topics, as you’re saying, some of them pertaining to business growth. Some of them very strictly and in depth about marketing and some others. You know, I was not there on the first day, but just looking at the agenda, we’re very much around building the medical case, right? So it was really diverse in the range of topics that they were covered. Let’s start off here by talking about what, what, what we liked, right? Because I mean, there was a lot of really fun stuff. But why don’t we take it session by session and see whether, first of all, we weren’t there? Secondly, was there any main takeaways that we took from that one conversation? Why don’t you? Since I was not there on the first day, why don’t you tell us a little bit sum up the first day?

Grace: [00:04:10] Yeah, I’ll bring it down pretty briefly. It was a long first day, but it was because so they started off essentially how to build a pre litigation machine. And so they taught you how to start with funding your cases. And then they went further into it by talking about how to create the perfect demand and the counteroffer. And so the whole day was focused on creating the case and what that means. They even had a very long medical panel, which was really interesting for me because we’re about to get pretty heavily into motor vehicle accidents and MVAs. And so when he was talking about creating or crafting the right counteroffer, the demand specific to trucking litigation, catastrophic injuries. And then when they really got into, you know, traumatic brain injuries and life care plans and things of that nature, it was really interesting because one of the concepts that I took away from it, as all of you know on here, I’m not a lawyer, but I do play one on TV and I like I like that information, you know what I mean? And so I can also teach our intake team, which is something that he said as well, which we’ve always said on here. The more training that your people have, the better off they are because they can help your clients better.

Grace: [00:05:30] And so that’s what he was saying on this day. Whole day of things is, you know, you don’t necessarily have to know the exact terminology that the medical, you know, people are using, but you should write it to you if you know these things. And he even said something that I’m going to go back to him and ask him for this. It was 14 things that he looks at when they look at an MRI after a car accident, 14 things and it’s a cheat sheet for his intake and paralegals and his people to look at those types of things are the things that you need as a lawyer that help you trigger, but also not just as a lawyer, but your team needs to know those things. So when the people came on and the medical staff was talking about how to interact with them, what the best way to what information they require so that your client gets the best service and the quickest service possible, right? Because these things are very timely. And so he was talking about the procedures, the timeliness and everything that has to go into it, including the medical side of things, which is probably one of the most important right. You need to prove what happened.

Liel: [00:06:42] Now, moving on into day number two, there were a few presentations, but I got there right when Ali was wrapping up his first talk of the day. And so I didn’t really got to be part of that much. But of course, you know, when Ali gets on the stage, he just, you know, his charisma and his experience and the way that he presents. It’s so engaging, so entertaining. So that for me, really, really set up the tone for the conference. It was really exciting. And then right after lunch break, Alexander Tsunade came up. And yeah, that was actually a really, really, really good conversation. You know what? Great, because the conversation centered around buying traditional media. And so for those of you who are not very familiar with Ali Awad and his trajectory and how he’s built his brand, he’s pretty much been building it heavily in social media, primarily Facebook and Instagram. And then, of course, he’s present in other platforms such as TikTok. But it was really interesting to hear right the role that traditional media continues to play even when you are with a focus on digital and social and such the relevancy that that traditional media still has, and especially coming from Alexander Shannara, who most of you know is the kings of the billboard of billboards, right? Like twenty five hundred billboards across one state. It’s pretty significant. So while he did? Not particularly focused the entire conversation about buying billboards.

Liel: [00:08:17] Here are some main takeaways, he said. Right. So let’s start with the billboards. He said, do not get into the billboards game if you’re not going to put at least 10 in the city in which you are. If you’re going to go up, put one billboard, forget it. Do use that money for something else. So think about at least 10 billboards. And that’s a good starting point. It was also very interesting. Crazy because somebody in the audience asked him like, Well, you know, how do you price billboards? How, how do you know? And so Alex right away went and asked, OK, what market? What American? The person says South Carolina and right off the top, like without even taking a split second to think $5000 for 10 billboards. Not up anymore. And so right. So that was that was amazing. That was really, really cool anyhow. So that’s billboards. Now, a lot of time was spent talking about TV advertising. And one thing I really like. So of course, he was primarily talking about his mark at Alabama and such, and which ones are the bigger networks and what he said. Right. Is that, you know, there is a lot of opportunity on TV. Well, first of all, the relevancy of TV is still there. Tv is still very relevant. It still gives you access to an audience that is present and engaging with this medium almost every single day. And then the other thing is like, it’s a great way of staying top of mind.

Liel: [00:09:46] So what he said is that rather than getting hooked on, you know, the highly the most highly rated channels and the most highly rated shows. Think about if there is a lot of demand on one particular station, that means that potentially other stations are not having that same level of demand. Potentially, there is more of an opportunity there. And so what he says is that when it comes down to traditional media, quantity matters, right? How frequently you are showing up matters a lot. The other thing that he talked about also is about overnight advertising, and he said, that’s how I got started. That’s when that’s when I started first running my first TV ads because it was cheap. He was saying, there is like there are networks that will run your TV ad for one or two dollars a spot. And so that’s actually really gives you a different perspective. Of course, he buys volume, volume, Grace. But he also said we do not pay more than 10 dollars for TV spot. We don’t. Other thing that he mentioned that it’s extremely important and often get overlooked is how important is a to have a terrific media buyer working for you, working with you. They have obviously in-house media buyers. But it’s not just that, but it’s also then the relationships that you build with the networks.

Grace: [00:11:12] And honestly, the biggest thing is the everything that you’re talking about. That’s I completely agree, but that make good thing that he said. Do you remember that when he was talking about don’t let them make good because what they’re going to try and do is take your spot that you paid this money for and then they’ll stick it and all these other places, potentially that that’s not what you paid for. So they’re trying to make you don’t let them make good.

Liel: [00:11:36] Yeah. So a few things about that. So closing up on the first part, so being really, really, really close relationship with your network representatives, right? Understand them, get to know them, spend time to them with them, he said. Like, I take them out to dinner. I spend personally time with them, but my team as well does. And so that’s very, very important, oftentimes overlooked. Now the other thing that they’re saying there is, you know, be you need to scrutinize your schedule against your post blog and really see whether you got exactly what you paid for. Because if you did not get what you paid for a. You get money back and then you can negotiate additional things, right because of that, so that’s obviously one of the things that he brought up. And again, you know, some people that have a lot of experience doing this type of advertising will pick up. And no. But some others that are just considering getting started need to know because that’s obviously going to be critical to get the most return on your investment. And then Grace, followed by Alex Shannara. We had Mike Morris come up at the stage and talk about Fireproof, which, as we’ve heard in the past, it’s a terrific story. It’s a wonderful lesson. And, you know, always to get to see Mike and see his latest TV spots on the big screen of the conference room is great.

Grace: [00:13:04] Yeah. Mike Morse has always been. I mean, we’ve had him on the podcast before and you know, we see him at all of the conferences that you and I go to all the time. And so it was really nice to see him again on stage talking about fireproof and fire proofing your business in your law firm. Yep.

Liel: [00:13:19] So, yeah, and you know, what’s what’s my favorite part about nowadays after I’ve actually heard Mike Morris talk a few times? I can pay more, more attention on the reaction of the audience, right when he’s on the stage and he’s telling the story and how people really get captivated by his story, by what he’s telling. And particularly this audience are the CEO Lawyers Summit was diverse a lot of very, very young lawyers. So it was really, really interesting not just Mike Morris, but also, you know, when someone like Alex Anderson or I get on stage and it’s kind of like the more established law firms talking about their experience, their journey, how much interest there is from the younger audience about that. So that was also really, really interesting. So Grace right after that. We moved on to almost what wrapped up the day, which was presentation by a gentleman called Hamid Cohen, who I did not know until he got on stage and he’s the CEO for legal of solution. And what legal solution does is it basically enables law firms to manage teams remotely and scale faster, I guess, by minimizing some of their expenses, some of their overhead. And it was really interesting. Grace, he talked about his journey in the industry, how he went on to become the CEO of a law firm and how he got them to be so efficient that then other law firms started to reach out to him and say, Hey, we want also for you to help us with our operations. And then he became kind of like a fractional CEO. And then he scaled that up until the point that he created these now bigger company that helps multiple law firms. I mean, really hundreds, apparently across the nation with all kinds of solutions. And so this was interesting, right? Because right now, Grace the popularity of virtual assistants has never been higher. And look for me to understand, where does it make sense to leverage this type of employment opportunity? Because not only is it cost effective, it actually can help alleviate some of the pain points in the organization that have not been properly dealt with.

Grace: [00:15:44] It’s always about addressing pain points, right? That I think a lot of people don’t even think about or or they do, and they just keep going because it’s just easier to either do it yourself or, you know, fix it right away and keep going. So, yeah, I, you know, that was probably one of my favorite parts as well. I got to say all of the parts that were my favorite parts, but addressing pain points in your organization is always been a huge thing for me. You know, being software and tech and operations and doing all of those different things. I’m always trying to achieve the most efficient way of doing something by using technology automation and the right people in the right seats, right, which is something that he was definitely talking about.

Liel: [00:16:30] Then Grace right after that. Ali, what took the stage again and how this presentation I was able to be in for the entire session, and this one was actually Ali really going about how to how to establish your strategy. But he went on to talk a lot about how to build your media team, your video team, and he really gave a lot of different insights like from. What to look, how to build up your job description, to work, to post it, to, then how to evaluate candidates, how to interview them, how to assess the interview, what exercises obviously to give them during as part of the application process and then how to organize them once they start working with you, Grace. And that’s so valuable, right? So, so valuable. I’ll tell you something. I’ve had several conversations with lawyers right after that presentation or, you know, throughout the conference, and many of them were determined to hire a videographer full time as part of their marketing strategy for next year. And obviously, that just goes to show how much of a key component creating the content is when it comes down to implementing a social media strategy. So a lot of us talked around that, and again, I think it was really it was rich in information. It was reaching content and there were so many valuable insights there.

Liel: [00:17:58] Now then we close the day with our panel, which was the billion dollar panel. And so as you’re probably guessing, yes, this was a panel made out of law firms that have all hit the sorry, the billion dollar in settlements. And so who was on the stage? So we had Sara Williams from Shannara. We have Mike Morris, we have Larry, this party, we have Rick Harris and we have Eddie Edifier from Firearm Firearm. And so, Grace. Such a great panel, and I’ll tell you why, because there were not much agreement on the panel, like each one of these minds, has had a completely different take on everything, starting with work life balance all the way down to what was one of the biggest mistakes or what they would have done differently 10 years ago. What would I change? So that’s I think what made it so great is that you are not hearing the same thing over and over and over again by each one of these individuals who is kind of like agreeing with each other. There was completely different takes and at times disagreement. So it was wonderful. It was really, really, really good. I really enjoyed that one. That was the end of day number two. Is there anything else Grace that I need to add here about the number two

Grace: [00:19:20] Earlier in the day? I don’t know if you were there for the early. I was actually there in the earlier part of the day, but not the later part of the day, and they had this social media workshop in the daytime. And so I know they kind of went back over some more of that, I think, on the third day, if I’m not mistaken. But they definitely had a decent workshop in day two in the daytime that went over a couple of things that were really very interesting. But yes, exactly what you’re saying. Honestly, that’s another thing that I really loved is almost nobody agreed. It was like, they must be agreed on some basic concepts and stuff, but like the actual execution and how they all did it and how they made it big to where they were. It was very varied.

Liel: [00:20:04] There were there were a few commonalities, but there were also a lot of differentiators. Totally, totally. So just my closing remarks for that, Dave. One thing I really loved going back to the Alexander issue in our presentation was him telling everyone you advertise, you put it in your billboards, you put it in your TV spot, you put it everywhere. Clients still call in and ask you how much it’s going to cost me, right? And so you need I mean, why was that interesting for me? It’s not because like you need to remind your client, your audience, your market, that the consultation is free and that if there is no win, there is no fees. You cannot say that enough. But the part that I really took away from that is that you cannot assume things you can you can never assume your audience knows what you think they know, right? You need to confirm that with them, and you need to explain to them what they don’t know. It’s so, so important, and it’s so critical because that’s really what makes a huge differentiation between how much leads you generate and how many you actually end up converting. The last thing about that day that I also want to point out about Ali’s masterclass really here on how to build your media team, he said.

Liel: [00:21:19] Like, you need to be going after interns, you need to be going after, he said students, interns and Gen Z, that’s that’s the people that you need, right? A very young people that are native in these platforms because he has a very good point, right? They have a way more efficient way of creating content. While many of us are still in the world of recording things on DSLR cameras and then downloading the content into a computer and then using professional software to convert the content and edited and then, you know, get it ready for publishing. They’re doing all of that in 15 20 minutes, 30 minutes from the moment that you finish up creating the content all on their phone. And that’s the one main takeaway that I think Ali had when it came down to video content creation. It’s not so much about the quality of the video, it’s about the speed in which you can deploy. And he’s 100 percent right, 100 percent right. One of the examples he gave was about Astroworld when he realized when he became aware of what Astroworld, what happened in Astroworld and he went ahead, created the content, so forth and so on. So they still had an impact in the same multiple cases out of that and such.

Liel: [00:22:39] But one one thing he said is like, if I would have been faster at it, if I would have been made aware about it faster than I actually was. And if our deployment of videos and everything would have been even faster than, you know, our impact would have been much greater than it ended up being, which was already great. So, you know, that mindset is going to be very, very critical. Grace, day number three and last day of the conference. So. It starts up with Ali, I believe, warming up the audience, I wasn’t there when that happened, so I’m just going to assume that did happen because it’s here on the agenda. But then at nine o’clock, there was a keynote by Ryan Anderson filed by and CEO. And that was really, really great. I really enjoyed that conversation. And I’ll just summarize it by telling you what was the title of the presentation, because that basically tells you everything you need to know run your law firm like a tech company. And obviously, the whole idea behind this presentation is do you have enough data to make good decisions about your law firm? Because if you’re not, you’re flying blind, and if you’re flying blind, you may be losing and leaving a lot on the table. So obviously, a lot of the conversation, a lot of the presentation went on to explain how file buying gives you access to that data that you need to understand what’s working in your law firm, what isn’t.

Liel: [00:24:13] And it’s not just case management, right? It touches on everything from employee performance to marketing to case management to vendors, right, or partners. It’s really a really comprehensive, really, really, really cool. And so I really enjoyed that conversation, and it also helped me learn more about file line, which I think they are doing a great job in positioning themselves as potentially one one, if not the leading law firm management software. I think it’s really remarkable how far they’ve come over the years now. I would say that the second half of that presentation, maybe a tiny bit less than half, was about recruitment was about building rock star team. And actually, he created that rock star into an acronym for rock star. And I do not remember what each one of those letters stand for. But bottom line here is some of the high level ideas that he showed. Great people are not searching for work on indeed, and LinkedIn, great people are working and you need to lerche them for a lack of a better word into your business, right? And this is not a fast process.

Liel: [00:25:41] He actually talked about some of his current team members. It took him years to get them to partner with them, so it’s not a fast process. And then he went on to talk about many other things. I’m just going to share. I believe Grace you, you were part of this conference. How much more important is to have emotional intelligence over traditional IQ? Right? And I think he said something is so valuable, so important that many people have not yet thought about it, right? Because he basically went on to illustrate that lawyers are perceived as again, excuse my expression, but as assholes. And so he said, if you if you bring people to your team and you and you kind of live up to that persona that a lot of people think lawyers are, they’re going to they’re not going to put up with it or leave. So that was, you know, that was a good kind of like reality check there. It’s great if you can run your law firm as a tech company, but you need to understand that you also need to have the culture of a tech company and of a good tech company, right? Because there is also tech companies that don’t have good cultures. So it was really good. I love that Grace.

Grace: [00:26:58] I definitely I mean that I felt like he brought it all home, right? And that’s kind of what your last day is supposed to be. It’s supposed to bring it all together and really just kind of knock it out of the park. And I can’t say enough about, I mean, I even give a testimonial while I was there because I felt very strongly about how he was able to kind of craft his message and

Liel: [00:27:20] Say, Wait a second, what do you mean? You gave a testimonial. You need, you need to give me more information than that.

Grace: [00:27:25] Oh yeah, sorry, they pulled me out. So I was walking actually back from inside or outside for, you know, I just went outside for a little bit and then I came back in and there’s a gentleman with a camera that asked if I would just give a testimonial about my experience at the event. And so, yeah, I did. Awesome.

Liel: [00:27:45] Awesome. Awesome. Awesome, Grace. Fantastic. Right? Yeah. And that’s the thing. That’s the thing. I mean, you know, get them while they’re warm and excited and hyped up about it, how many times have we said as Grace? This is the getting talked about. We’re getting reviews right? Just like in your law firm, you should be asking for those reviews on those moments when you have them in your office, when they’re super excited, when you’re super happy, when they’re just seeing things happening for them. And that’s a moment you ask for a review, just like the Ali Awad team did here for your review at the conference. Fantastic. So, yeah, Grace. It was really, really good. I just I’m just going to close up this beat about. His presentation saying something that was almost like being a big, a big wake up call for many of the attendees. And what he said is like, you know. For many of the lawyers sitting here in this room. And that they are primarily relying on the motor vehicle accidents, we’re now leaving a world where we are potentially 10 years away from seeing the index of motor vehicle accidents reduced by 90 percent. And so the point that he was making is that if if you know you’re heading there, wouldn’t you want to know what other cases that are in your pipeline that are actually being worked on are giving you good revenues are seeing demand. Are you finding opportunities? Are you able to increase your caseload mix with those? So it was really, really very meaningful. Wake up call, I guess, for many lawyers who are not necessarily thinking of those things and the way he brought it up also is like, you know, he talked about the recently released well, not really recently, but last year release of Apple’s M1 chip on all of their new line of MacBooks.

Liel: [00:29:44] Macbook Pros, even iMacs are now starting to have it. And so he went on and say to say that that project, that project of Apple having their own microchip. Made in House took 10 years from conception all the way to deployment. And so he said, you know, you need to be thinking at that level of strategy, you need to be thinking not just what’s going to happen one year, two years, three years. You need to be thinking, you know, 10 years from now. So I think that was relevant and again, because of the audience. Now we’re not just looking at a mix of lawyers that they are all willing to their fifties or such. Now we have a lot of lawyers that are just, you know, late 20s, early 30s, and they’re getting started and they are certainly thinking about these things. That was fantastic. Now then there was another one that was all of these young lawyers that got into the stage. And what did they share in common is that they are all building great brands through social media. Some of them TikTok, some of them to Facebook and a mix of stuff. Some of them by running highly localized campaign efforts through traditional mixed with social. There was everything race. So I’ll let you tell us a little bit more about that one.

Grace: [00:31:06] Oh, my goodness. Yeah, that was crazy. That’s right. We were talking about the specifics of the videos that we’re coming up right and it was so interesting. I mean, they had the gamut sort of like they did for everything else where it was. Some people really want on Instagram, it seemed like. And for those of you that don’t know. Tick tock, tick legal services off of the service so you can’t sell like Tik Tok ads or anything like that. But that doesn’t mean you can’t have your own still your own TikTok channel. And you know one of them up there did as a matter of fact, and she has done phenomenal in TikTok. She essentially grew up on TikTok

Liel: [00:31:49] Kind of property. Property damage, right? Yes. The Yeah, yeah, yeah. I mean, I think it’s it’s funny that you say you grew up on Tik Tok because TikTok just came out a few years ago, but that’s what it is. Yeah, I mean, she she she hit it right there and there. And yeah, I mean, really, really fun stuff there, right? Fun, entertaining. Informative. Yeah, Grace. I mean, what what many of them are saying is that they have equal overflowing following from potential clients, but also from lawyers that are also interested. And they’re building communities that they want to learn. They’re finding the same challenges and such, which is great, right? You can never go wrong by surrounding yourself from people who experience similar things and you do that have overcome challenges that you may be facing and that potentially can become referral partners. I think it’s just great. There were so many fun stories there, and I think it was interesting because it was diverse. As we were saying, all the panels had a lot of very different cases or case studies in them. You had the the person that is now monetizing his content in YouTube, like literally making money out of allowing YouTube to run ads inside his content in YouTube. And you know, the volume in which is generating content, which is ridiculous. It’s ridiculous. It’s tremendous amount of content. And I don’t say ridiculous as as a bad thing. I just say that is really impressive. And then you have this other. There was one person there from Orlando. I mean, how terrible that we all have the names of any of these guys, but they’re actually really, really good.

Liel: [00:33:34] I’m sure. I’m sure dig a little bit deeper. You will you can find out who were the panel participants of the CEO summit. But yeah, there was this guy also that is he’s doing his social content in Orlando, and then he’s also mixing that up with sponsorship on podcasts. That’s another thing that I love, right? I think is the first time that I heard on top of an actual legal conference, somebody talk about podcast, which it goes so unnoticed, Grace, so unnoticed. And it’s I mean, it’s it’s basically the same formula as radio, right? It’s the same formula as radio, and it’s such a, you know, it’s such a powerful place to be present, particularly going back if you know who you are by a person who is your avatar. If they listen to podcasts, then you should be there. And I’m starting to see it even more standardized now. Grace, but it’s it’s possible. You basically just create a block where you tell your you tell your advertisers, Hey, just so you know, I have here 30 second spot in the beginning, 30 second spot in the middle and 30 second spot at the end of my podcast. And you guys can go there and target your, our listeners and we’ll take some of that money, right? That’s possible. It’s easy, easy. Most of most of the podcast. Publishing platforms are already enabling those features, so it’s not hard, it’s really not hard, so all right, great. That’s one thing. Now let’s move on to the next. Session. And that was, I believe, Eddie Maloof, who is the CEO for informative marketing, and so he works together very closely with Ali. They basically do the management of the campaigns.

Liel: [00:35:26] And so he shared a lot of information about how to build the campaigns, how to leverage YouTube. And so explain also about localizing your campaign targeting particular areas, then how to build your audiences. It was really comprehensive, very interesting. And I must say that also that at the end of each one of these presentations, there was so many good questions also asked by the audience. So that was also fun. Now let’s move on. Let’s wrap it up with the last few conferences of the day. We had a gentleman called Dennis U right? And he was fun. He was really, really fun. He came in and really did kind of like a hands-on exercise, boosting and posting Twitter post live and boosting it up with $1. And then throughout the talk showing how much impressions it got, what engagement it got so far and so forth. And so his whole thing is that you don’t need to go crazy with a budget and such to really build up an audience, to create content and to have an impact. He actually made it look very simple and fair enough. He actually also simplified a lot of this process throughout his conversation. And one other thing that I really liked that he made a demo for is for a content creator for copy content creation, which is a really fun space. But in my opinion, you know, being part of more of the mindset that to create a good content, it needs to be thoughtful. I I still have my reservations about about writing content, but I will tell you something it is. It is becoming very, very, very powerful.

Grace: [00:37:20] I actually signed up for one of quite a few years ago when I first started this whole thing and it was called spin rewriter, and it would take content and scrape it across the different websites, and then it would rewrite it. It wasn’t that good. You know, it got better over the years, and most recently, I kind of looked at it again and it was decent, but it still wasn’t the type of content that I was looking for. So I’m very, very interested to see this specific piece of software and see how, yeah, if it’s been targeted to include what you know, you and I, we talk a little more nerdy on certain things. So if it’s been able to include semantic language, how Google does it?

Liel: [00:38:01] Yeah, no, it does. It does great. But the point here is is that. If you were trying to recreate content, it may be helpful up to a certain extent, but when you’re really creating content like I just I, I have to use my example because I cannot think of anything better, right? There are not more authoritative spaces online that are writing about legal, bilingual marketing or Hispanic marketing than we are, right? So we don’t have a lot of spaces where to go in, search and create, recreate content that’s already existing. So, you know, it pretty much comes down to it. Are you just repurposing content that other people have already created or do you actually need to create fresh content that has not yet been explored or talked about enough? So I guess that’s one of the considerations that you need to have because it’s, you know, these AI writers, they’re basically limited to what is already existing in the internet, and it doesn’t necessarily know everything that is in the internet, some of them. Say that they’ve already crawled 10 percent of content that exists on the internet, which is huge amounts of content, but still, you know, the point is is that this is a technology that is here, that it’s getting better. But I would just say, take, take it step by step. We use them, we have our memberships to them, but we selectively use them for certain things.

Liel: [00:39:29] It could be a good, a good tool, for instance, to punch up some of your content to do an extra grammar check. It can be good as well to run on a duplicate a test, right? So it’s just a good way of adding resources and assets to your toolkit that you can use to your advantage. Grace. Then we have two more speakers Ken Hardison, who came and talked about KPIs and knowing your numbers. And that’s always, you know, it’s mind blowing because the guy has so much experience and he knows so well, so well how to run a law firm that it never ceases to to to impress. And last but not least, Maria from low rank. We’ve had Mariano right here at the podcast. At some point got went up to talk about SEO, right? It was really, really fun because she made it very dynamic. She gave a lot of examples. She got people to take out their phones to complete search queries and things. It was fun. It was really, really educational for people that probably do not know where SEO, what a SEO is, right? What’s the difference between a paid listing on the search results page against the local park, against organic listing? And then obviously on page SEO link building, domain rating a lot of things there that were really interesting and important for people to understand.

Liel: [00:40:55] So. Definitely a good aha moment for many, for many lawyers. And then the day wrapped up with two things a panel the marketing panel, where basically everyone who was in the day giving conversations about marketing went back up and had a conversation, you know, got questions asked by Ibrahim or Ibrahim Issa, Ali’s brother. Correct? Correct. It was moderated by Ibrahim. Ibrahim was quite a bit on the stage as well. It was fun. He’s a great guy. Great, great. Very smart guy. So that that was a fun panel as well and Grace. At the end, it ended up with the raffle of some really cool stuff. They gave away camera kit like for creating content, iPads, which was very nice, I must say. They actually gave the iPad specifically for the audience that was on the livestream, so that’s very cool, very thoughtful. Then they gave away our very powerful MacBook Pro and Rolex craze, believe it or not. So, yeah, very fancy giveaways towards the end. And the last and most important thing here, Grace to mention, is that Ali is putting together as CEO Lawyer Academy, which is really, really great, really fun. I mean, it sounds like a great learning academy mastermind. Really, really interesting stuff there. What do you think?

Grace: [00:42:23] Definitely. I mean, I I mean, we signed up for it and we locked out New York PI and mass tort. So yeah, I I was looking for resources for for our content person and that you remember you were saying that earlier in this podcast was about that portal and being able to look at the content. So they’re going to turn around the content in 48 hours. We have so much content that needs to be looked at that I don’t have time to look at all the time, and I’m the one that’s kind of been looking at all of our content. So yeah, it’s it’s phenomenal to have a portal and resources, and the academy seems like it’s going to be something very good for us. They even gave you a 90 day money back guarantee that, you know, of course, if you use their services, you it comes out of the 90 days. But it’s to me, it seemed very reasonable. And one thing I said on the testimonial that I would like to say here on the podcast is there was a vacuum for a young, hungry lawyer who understood implicitly all the things that you and I talk about on these podcasts every day, all the time. And that is brand yourself. Tell your story and it will. It’s not. If you build it, they will come. No, put your message out there and have a consistent message and brand yourself. Because the branding play is long term, it’s for you, it’s for your firm. And it’s you telling your story. There was a vacuum for that social media young, hungry lawyer, and I feel like Ali’s firm has been able to fill that, and he’s kind of bringing all of the people that were there onto the same path. And that’s very helpful.

Liel: [00:44:01] Yeah, yeah. And I mean, again, Ali, you know, he’s become well known. There’s a. All set of lawyers that are in the same game, you need to understand where you are or where you’re standing, what’s your strategy, what, what works for you and double down on that right? Double down on that. Good, good. Good opportunity. Also to remember, you know, do not get distracted by the shiny objects. Know very well. Where is it that you are succeeding, what is available for you, for your firm and go up from there? But without it being said, do not miss out on the opportunity to experiment, to try something new and to see whether you can potentially get yourself grow through opportunities that you may have not considered in the past. That’s right. Yep. Yeah. All right. Grace. Well, that’s right. And I think that’s our takeaways, right? That’s our takeaway. Yeah. Know your strengths. Double down on them, explore opportunities, and you’re going to give us a third one.

Grace: [00:45:01] Grace, stick to telling your story. Don’t be somebody else because nobody wants that someone else. They want to know you and to know, like and trust you. So just tell your story and whether you have a face for radio, as he said or you look great on camera, it doesn’t really matter. Just tell your story. Find the avenue that works for you and do it.

Liel: [00:45:22] That’s right. Grace. Well, thank you so much for another great conversation, and we’ll be back again next week. Have a great rest of your day. Grace. You, too, Liel. And if you like our show, make sure you subscribe. Tell your coworkers. Leave us a review and send us your questions at: ask@incamerapodcast.com. We’ll see you next week.

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