In this episode Jay shares the updates to his game changing "10 Golden Rules of Online Marketing," offering new and improved insights tailored for law firms navigating the digital landscape. He share rules like “There are no rules”, The Best Never Rest” and “Lead the Trends”. Berkowitz underscores the method to target projects for innovation, the power of subscription models, and the necessity of adapting to emerging trends to ensure sustained success in online marketing.

Key Topics

01:32 – Introduction of the legal edition of the Ten Golden Rules with case studies and top-performing trends for law firms

03:39 – Jay shares his origin story, including early marketing work with the Winnipeg Jets and McDonald’s

06:04 – His eDiets experience with $40M in ad spend and the power of A/B testing

09:12 – How the first 10 Golden Rules talk launched the agency and led to a law firm focus

11:15 – Golden Rule #1: There Are No ‘Rules’

13:23 – Learn how to stop guessing what works and start using simple tests to uncover what actually gets more clients to take action.

17:47 – Discover how to turn more leads into signed cases by understanding what people respond to and making small shifts that boost trust and follow-up.

23:58 – Golden Rule #2: The Internet Is Not Television

27:02 – Learn how classic direct mail tactics still apply online—and how quick tests can save time and money.

30:21 – See how simple math helps you make better marketing decisions without needing a huge team or big budget.

37:48 – Golden Rule #3: Create a Unique Value Proposition (UVP)

41:10 – Learn how surveys, ebooks, and even calculators can turn curiosity into clicks and clicks into conversions.

43:53 – See why certain calls to action work better in law than traditional lead magnets—and what to use instead.

44:31 – Golden Rule #4: If You Build It They Won’t Just Come

46:44 – Learn which channels still work and how to combine them to attract the right people consistently.

48:07 – Golden Rule #5: Subscription Models Survive

52:08 – See how simple habits like email newsletters or birthday cards can help your firm stay top of mind year-round.

52:53 – Golden Rule #6: Remember the 4 P’s - Product, Price, Place and Promotion

53:46 – See why Google search results matter more than physical location when it comes to being chosen first.

55:19 – Golden Rule #7: Trust Is Golden

56:02 – Learn which visual cues and social proof signals increase confidence and conversions instantly.

55:55 – Golden Rule #8: Use the Right Tactic

56:51 – See how a simple strategy like giving something away brought in better clients than expensive ads.

57:44 – Golden Rule #9: The Best Never Rest

59:19 – Discover how regular updates—even small ones—can keep your results from flatlining and help you stay competitive.

01:00:00 – Golden Rule #10: Lead the Trends

01:03:37 – Learn how to get ahead of Google’s AI Overviews by answering real client questions in blog posts and videos that boost your visibility.

01:09:47 – Discover how branding, client communication tools, and business systems like EOS can improve search rankings, client experience, and firm growth.

01:20:42 - Recap of the 10 Golden Rules

Resources Mentioned

Download the TGR Handbook - The Ten Hottest Trends for Law Firms - https://www.tengoldenrules.com/hottrends/ 

Software:

• TGR Boomerang – https://www.tengoldenrules.com
• Case Status – https://www.casestatus.com
• Hona – https://www.hona.com/ 
• BirdEye (Review Software) – https://birdeye.com

Books:

• Traction by Gino Wickman - https://a.co/d/eSfDxUZ 
• Simple Numbers by Greg Crabtree - https://a.co/d/f1i4yoq

About Jay Berkowitz:

Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules,  a digital marketing agency specialized in working with attorneys.

Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon.  He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.

Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.

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