Category: Strategy

A med mal firm in Tampa was celebrating a $150 cost per lead until I asked how many of those leads had actually signed and the room got quiet, because the answer was one out of a hundred and the real cost per signed case was closer to $15,000.

Somebody told a managing partner that 13.4 leads per signed case is the industry average and now he’s using it to evaluate every channel the same way, which is sort of like saying the average temperature in the US is 55 degrees and then packing for Alaska.

Two PI firms in South Florida spending the same budget, one buying cheap leads and one buying expensive ones, and the firm paying more per lead was signing more cases for less money, which made no sense until I looked at the intake numbers.

I got tired of hearing attorneys say ‘the leads are bad’ without being able to prove it with numbers, so I built the audit framework I wish someone had given me ten years ago.

I spent ten years listening to attorneys tell me their agency delivered 200 leads and they signed three cases, and it took me a while to realize that the agency and the attorney weren’t even using the same word to mean the same thing

Every January the same agencies publish the same trends list with the same buzzwords and nobody ever goes back to check which predictions were wrong, so I figured I’d write one that names the hype out loud.”

Every article ranking for “should I hire a marketing agency or do it in-house” is written by an agency, which means the answer is always “hire an agency” and the reasoning always sounds convincing because agencies are good at marketing, that’s literally what they do. There’s no honest version of this comparison available to the…

Every “marketing on a budget” article for lawyers starts with paid ads, which is the wrong starting point when the budget is $1,500 a month. At that spend level Google Ads might produce a handful of leads if the targeting is tight, and the math on cost per lead versus what a family law case…

So I was scrolling TikTok maybe four months ago and saw a PI attorney in Orlando do a 45 second video about what happens when you sign a medical release for the insurance company, and he didn’t dance and he didn’t point at text on the screen and he didn’t do any of the stuff…

A managing partner forwarded me his agency’s monthly report last fall and it was gorgeous; green arrows everywhere, impressions up 40%, clicks up 25%, and a big bold number at the top saying they’d generated 147 leads that month. And then he forwarded me his intake log from the same month and out of those…