196: Jay Berkowitz’ Opening Keynote at TGR Live! 2026 - Growth Strategies for Law Firms “The Future of Ai”

I heard a great interview with Sundar Panchay, though he's now the CEO of Google or Alphabet, and he said we are going to achieve about 10% more efficiency in coding cost this year, but we're not going to cut people, we're going to take that money and do more projects that we couldn't fit in the budget, right, so instead of gaining the efficient, maybe his shareholders aren't too happy about that, but he's going to take that money and reinvest it, and a lot of us are looking at it that way. So I say that past technology transformed work, tractors replace manual plowing, computers replace manual accounting, and AI will usher in a new era of conscious work where we can focus on the why and what to create and leaving more and more the how to do the work to the machines.

Welcome to the 10 Golden Rules of Internet Marketing for Law Firms podcast featuring the latest strategies and techniques to drive traffic to your website and convert that traffic into clients. Now, here's the founder and CEO of 10 Golden Rules, Jay Berkowitz.

It's become a tradition at 10 Golden Rules that we tell a joke of the week in all of our meetings, and I notice there's some clients here who see the jokes. Sometimes they're dad jokes, sometimes they're bad jokes, but this one's kind of been the joke of the year. What do you call a priest who passes the bar exam? Father-in-law. So I thought I'd try some new content today too. So this will be the joke of the week, not the joke of the year. How do you know it's a lawyer telling a bedtime story? It starts with once upon a time, here and after referred to as the past. Okay, so we'll see if that one makes it okay. Quick show of hands, who's super confident? You got your internet marketing dialed in, 10s out of 10s firms running like a charm, one person. Okay, cool. Who's totally not technically savvy, and still using the flip phone. Couple of those who's kind of somewhere in the middle. Two hands up. We should have everybody covered. Okay. Well, thank you. And congratulations, you made it here. Thank you for taking time away from your business to be with us, you had other things to do, but you guys care, and there's a big difference, because I probably talk to 20 or 30 different firms every month, new prospects, and about half the people we meet at conferences, we meet at conferences like this, National Trial Lawyers, Pilma, GLM, and about half the people don't go to any conferences at all, they don't listen to podcasts, I get introduced by a friend or a vendor, and believe me, there's a lot of people out there who don't know the basic stuff that most of you know, and it makes a big difference, and I'd say the firms that put the time in, do the learning, come to the conferences, watch the webinars are two or 3x the size of firms who don't, so you guys are the rock stars. Thank you for being here in this session. I'm going to talk about how you can maximize your time with us at TGR Live over the next two days. I'm going to go

through some of the details on the agenda. I'm going to share with you that the AI we feared is finally here. Two years ago, at our conference, we talked a lot about AI, and last year we talked about AI, but I think the real deal is here, and I'll explain why. I'll talk about the hottest strategies for growth for law firms, and I'll tell you a little bit about my background. So, first of all, for those who were with us last night, thank you to Even Up, who is our cocktail party sponsor, and if you're not familiar with the area, this street to this side of the hotel is called the Ave, and there's 80 restaurants and a bunch of bars. It's a lot of fun, so get with Paul and the rest of the ambassadors after the party tonight. If you're into the late night scene, now in terms of how we do the conferences and what I've learned. I was lucky to do a lot of work with Tony Robbins. Before we specialized in working with lawyers, we did a lot of conferences and events, and I learned a lot about how to run the events and what makes great events. I did do the fire walk with Tony, as a matter of fact, I did it twice. Asked me that story at the cocktail party, but what makes these conferences great is you want to have a lot of engagement, and so we're going to do a lot of things, so that you get to meet all the other people. You want to have a lot of energy, so the guys are going to be giving us some great music, and we're going to have some awesome entertainment tonight. There's a concept of these conferences called edutainment, so it's going to be fun, it's going to be high energy, and we're going to do some exercises to work together, and we're going to do some really different things. We're going to also try some different modalities. So, while we'll be speaking from the stage, you guys also be doing a lot of work out there together at your tables. Now, a couple tips on how to make the most out of the breaks. We're going to take breaks, we're going to have a

cocktail party, we're going. To do a lot of networking, we're going to work together at lunch, so here's some good networking tips. If you're not familiar with how to get to know people in the room, number one is a great question I find is, what's working for you? This is an awesome question to ask the other attorneys in the room, and even ask the vendors, ask them what's working for their clients. A lot of people avoid the vendors, but I would encourage you to talk to the folks out in the hall. I'm one of them at a lot of these conferences, and if you ask me what's working for my clients, I'm going to tell you a lot of great information. That's really where the good stuff is. And then set up future meetings. If you meet someone that you think is a good connection partner, one of the other attorneys just take the time, pull your phones out, set up a future Zoom call, or obviously, if you're in the same market, to follow up, and that's really what great networking is. This is another real quick tip that I learned. It's awesome if you're a little bit more uncomfortable, and part of what we do at TGR Live is to make it easy for the folks who are at their first legal conference, because I've been there, is if you meet someone and you don't know, and you don't know how to start the conversation, picture a house in your mind. The first question is, where are you from? The second question is, tell me about your family. Do you have any pets? Maybe picture the plane in your mind. Do you have any trips planned this summer, or the clouds. What are your dreams, or the greenhouse? What are your hobbies or passions? Who's your NFL team is a great question. And these are really, really good networking questions. So, if you're a little stumped, or if you're a little introverted, just picture the house in your mind as you're having a conversation with someone. And then, in terms of advanced networking, keep a list, you know, some kind of binder, or I keep

this in the background, is the spreadsheet I keep of everyone I meet and everybody I talk to. Now at TGR Live, the last couple years I shared my tips for how to have a successful conference, because I speak at a lot of conferences, and I go to a lot of conferences, and I sit in your seats, and I'll be sitting right here with you over the next two days. So, if you're a notebook person, we have some notebooks. Brooke Lively provided the note pads you have on your desks, but if you want a little notebook, there's Maria in the back. We have some notebooks for you. But what I do at the conferences is I take a lot of notes. So the first thing I do is I'll write down, like we're in Jay's session, and we're going to learn about generative search or LSAs, or you know, the secret algorithm, and then we're going to take some notes, and I'm going to suggest you go back and star the items that you want to take action on after the conference, so I take a lot of notes, and then I star the ones that I can do something with, and then we're going to take some breaks, where we're actually going to write down our action items, and we're going to talk about how we implement the things, because it's not coming to the conference, it's not the learning that's going to drive you the success, it's the execution that's going to make the biggest difference. Now, is Jeff McDonald here yet? I flew back from a conference, and I happened to sit, you know, kitty corner from Jeff's seat. I could see what he was doing, and he had his computer out, his iPad out, and he had his notebook out, and he's furiously working the whole two and a half hour flight. And at the end of the flight, as we were getting waiting for our luggage, I said, "Jeff, you know, you did a lot of work there on the flight, what were you doing? he said. "I was putting into plans executions from all the things I learned at the conference, and when I talked to his team, because we work with their marketing team, I said, "You know,

what did you get from Jeff about the conference? And they said, "Oh, we got all these detailed steps and all these things we needed to do. Some of them were from your talk, and so it's putting these things into execution that makes the difference at conferences. I know you've heard it before, but super valuable, super important. Now I'm going to talk about a couple things about the conference, and the first thing is we got a bunch of ambassadors. Thank you all for being a part of it. Where's some of the ambassadors? Hands up. And these folks are my friends, my networking partners. We all get together once a month, and we talk about how we can help each other with our businesses, and these folks are - they are the super rock stars in the legal business. But I've asked them all to have a special job here today, and that job is to facilitate your days here at the conference. If you want to meet someone, ask one of the ambassadors, and they're going to go out of their way. If you want to meet other attorneys to refer to other states, they're going to do that. If you're looking for someone to do AI, they're going to help you with that. If you're looking for marketing, they're going to help you with that. I talked about meeting the sponsors, all of the vendors. All the sponsors have 50 or 200 lawyer clients. Ask them what's working for their clients, those are the great people to tap into. Now, quickly, here's our agenda for the next two days. I'm going to talk about AI for law firms in a minute after I finish talking about the conference. Stacy Brown Randall be up next, she's awesome, and she's going to talk about how to get referrals. Then we're going to do speed networking. This was a lot of fun last year when I said we're going to do networking, everyone's like, oh, networking, but what we're going to do is we're going to put a strip of chairs right in between those two tables, and we're going to get to know each other a little bit. My friend Steve Gersten is

going to talk about four ways to make millions more from your cases, he's awesome. Then we're going to do the third annual World Championship rock paper scissors. We have one former world champion here who's going to demonstrate for us, and if Juliana makes it, we'll have two. At lunch, we're going to do something called power tables. We did this last year, it was very well received, and all of the experts, the ambassadors, several of the speakers are going to be assigned a table. We got an amazing buffet lunch over there. You'll grab your lunch, and you can come back and talk to the experts. So, if you want to learn about an attorney's guide to get a million dollar business, Adam Ross is going to be at table one. Anna is going to be at table two, talking about near showing. Ivy is going to be at table six, talking about succession and legacy table 18, Ed Levy is going to talk about client appreciation kits, so you can get special time, one on one time with the experts in the areas that you want to solve. After lunch, Jeff McDonald is going to be here, we're going to talk about how he scaled to 200 cases, and then the coveted 10 Golden Rules Client of the Year Award will be awarded. We've got some past clients of the year here who are going to help us with that award ceremony. How about video? Would it be cool if we had the most popular lawyer online to teach us all about video? How about 2.3 billion views? Julio has accumulated on his social media and built an eight figure firm just from those 2.3 billion video views. And Chris Keller will wrap up the day. Chris has a great presentation called Five Disciplines to Improve Your Life and Your Practice. We're going to take a break from four to six. If you all didn't see the email, these guys made a great offer. They're custom tailors, and everybody here gets a free sports coat if you buy any other product from Array. He was in the booth right across from me at National Trial Lawyers, and it's a great offer.

So, if you need a really good-looking sports coat, that's a good time, between four and six, get an appointment with those guys. Our cocktail party will either be on the rooftop if the weather participates, or we'll be back here, and it'll be the debut of the Legal All Stars Band, featuring a legitimate lawyer rock star surprise. We'll get to that tonight. Quick preview of tomorrow morning, we can meet in the lobby. Allison and the ambassadors are going to lead a beach walk, a sunrise beach walk. So, meet in the lobby at 7:10am Rob Levine's got an amazing presentation on intake. Heads up on one thing we're going to do, which is again a little different that we do at our at my mastermind. It's called the Titans, and what we do is a thing called hot seats. So, over the two days, what I want you to do is think of a couple business ideas, maybe something you learned about here that you want to implement, like Julio's video program, or something in your business that's a little bit broken, or a position that you need to hire, and we're going to put you with folks at a table, like the lawyers are going to be grouped together, the vendors are going to be grouped together, and each of you is going to get six or seven minutes to do what's called a hot seat. You share with the table the issue you're trying to deal with, everybody else at the table will give you suggestions based on the success they've had dealing with a similar issue. So start thinking about what it is you would like help with in your business, and the group will help you out with that. Cassidy's got an amazing presentation on the numbers and the performance metrics from a CMO, a Chief Marketing Officer, and that's our two days. And now I'll tell you a little bit about my background. I grew up in Winnipeg, Canada. Now, Winnipeg is due north of North Dakota, and I had a snow drift like this when it snowed. It was my job, as the oldest boy and the only boy in the family, to shovel that thing

out. We got really lucky, and my wife, Bonnie, and I moved here 23 years ago, and we live in Boca Raton, which is the next community down with our little guy, Parker, early in my career, I worked for Coca Cola and McDonald's restaurants, doing TV advertising and big brand advertising as a director of marketing up in Canada, and at McDonald's we sold some of the most delicious high fat food in the world, Big Macs and French fries, and I went directly from selling Big Macs to working at E diets.com an online diet company, and it was based in an old carpet store about 20 miles from here in Deerfield Beach, Florida. And we had a tremendous run of success at E Diets. We grew the company to $60 million in revenue, and we brought about 100,000 people a day. To the website with our online advertising back in 2002 and 2003 and so I was really lucky to really learn real digital marketing 2324 years ago. I was asked to speak at the Direct Marketing Association, and I wrote a presentation called the 10 golden rules of online marketing, and a bunch of people came up to me and said they wanted to hire me as a consultant, so I've been doing the same thing for the last 23 years. I get on stages, make internet marketing simple, and then we work with some of the folks who are interested in learning more about it. Our company is called 10 Golden Rules. We do internet marketing for law firms. We work with a bunch of folks in the room. Our YouTube channel has been viewed over a million times, so there's something about our content that seems to resonate. We have some amazing clients all across the country, many of them are here with us today, and we made the Inc 5000 list this past year, which was really exciting for the firm to become one of America's fastest growing private companies. So, without further ado, I want to talk to you about AI and AI for law firms, and some of the hottest things, hottest trends for legal marketing. So, I'll give you a brief history of AI,

where we are today. We'll talk about AI SEO. How do you get listed in the artificial intelligence Chat GPT search and Google Overview search? I'll give you four really useful AI tools, things you can really use today, and again, a little bit about me. So, a brief history of AI. So, in 1997 the IBM Deep Blue computer beat the world chess champion, and that was one of those seminal moments for a lot of us who were paying attention at the time. It's like we thought computers were good at calculating, and maybe checkers, but chess was supposed to be something only the human brain could do, thinking two or three steps ahead. And then, in 2011 Watson beat the world Jeopardy champions by answering the question in the form of a question, and it was like, "Whoa, these computers are getting smart. In 2018 a software called Log Geeks beat experts in contract analysis. The law geek software took only like 90 seconds. The experts took 45 minutes, and the software was much more effective on a percentage basis than the attorneys. Couple years ago, Chat GPT four passed the bar exam in the 90th percentile, and we're thinking, okay, this stuff's getting for real right now. This is a blog. How many people have seen Alex Schumer's blog about something big is happening? Not too many. This seemed to be buzzing around there in the last couple weeks, and what this gentleman explained, and he's a coder, does coding for a living. He said, imagine back to 2019 Remember, we used to go to movies and theaters, and Avengers was the number one movie of the year. And he said, if I told you in 2019 that in the next three months you're going to be holed up at home, you're going to be hoarding toilet paper and watching Tiger King, you would think I was crazy, and you're not going to go to movies, and you're not going to shake anyone's hands, and he's saying that we right now are at that kind of tectonic shift with AI, because AI has been here, but what I'm going to explain today is it's really

here now in terms of changing jobs and changing the economy. He wrote this blog for his family, he said this is not an eventually we should talk about this kind of thing. This is it's happening right now, and here's what you need to understand now. A lot of people tried AI a year ago, and they did images, and you got extra ears and extra fingers and stuff, and they kind of said, well, AI is not really ready, but I would argue AI is ready. In about 20 seconds, I asked AI to make a picture of a robot in a very modern office, and then I revised it. I said, Can you make the outside look like you're in beautiful Boca Raton, Florida? And boom, I had the cover graphic for this presentation. So, what Schumer went on to explain is, in his job in coding, he tells AI, I want to build an app. Here's what the app should do. Here's what it should roughly look like. And it writes 10,000 lines of code. And then this is the part that would have been unthinkable a year ago. The app opens itself, it clicks through the buttons, it tests the features, it uses the app the way a person would, and only once it's decided the app is ready to go. Does it tell me to come and test it? And when I test it, it's usually perfect. So his point is that you know his job is really pretty much over. The coders are now going to manage the AI to write the code, and we know this has been happening, but my point is it's like it's been happening, but now it's here. How about legal work? He went on to explain, AI can already read contracts, summarize case law, draft briefs, and do legal research at a level that rivals junior associates. The managing partner I mentioned isn't using AI because it's fun, he's using it, it's because it's outperforming his associates at basic tasks. So, he says, I'm not writing this to make you feel. Feel helpless. I'm writing this because this is the single biggest advantage you can have right now, is being early, being early to understand it, early to use it,

early to adapt it. This might be the most important year of our careers. Work accordingly. I'm not saying this to stress you out. I'm saying it because right now there's a brief window when most people at most companies are still ignoring it. The person who walks into a meeting and says, I used AI to do this analysis in an hour instead of three days, is going to be the most valuable person in the room, not eventually, but right now. Now, there's kind of the doom and gloom way of looking at it, like, oh my god, you know, AI is going to replace everything, it's going to replace what we do, but I look at it as an opportunity, and I'm going to explain those opportunities today. I heard a great interview with Sundar Panchay, he's now the CEO of Google or Alphabet, and he said we are going to achieve about 10% more efficiency in code and cost this year, but we're not going to cut people, we're going to take that money and do more projects that we couldn't fit in the budget, so instead of gaining the efficient, maybe his shareholders aren't too happy about that, but he's going to take that money and reinvest it, and a lot of us are looking at it that way. So I say that past technology transformed work, tractors replace manual plowing, computers replace manual accounting, and AI will usher in a new era of conscious work where we can focus on the why and what to create and leaving more and more the how to do the work to the machines. This next section I want to talk about what we're doing and what you all can do for AI SEO, the AI overviews in Chat GPT. I call this section AI SEO Secrets. This section here is the immediate opportunity for us, because Google is answering a lot of the questions that our blogs used to answer, but they are referring to our websites on the right-hand side that they use to compile the answer. So, this is one of our clients, and his website has been used to answer the question, and his website is still ranking very prominently in

the SEO. As a matter of fact, old-fashioned SEO, search engine optimization, old-fashioned like the last five years, still very, very important, because generally, if you rank in this area on the bottom, in the top five to 10 of the SEO, Google is going to use your website to compile the answer in their ChatGPT style AI overviews. ChatGPT is also showing links now, so ChatGPT got hit with some trademark and copyright infringement lawsuits, and they started showing links to websites, so you can actually get traffic from Chat GPT to your website, but in terms of the volume and the importance, and where we're putting our focus, Google and YouTube together is about 19 point 7 billion searches a day. Chat GPT, although it's grown incredibly, is only about 5% the volume of Google. So we're focusing our AI SEO initiatives on how do we rank in Google's AI overviews, because it's still 95% of the market. This is the first data point we've been sharing with our clients on how many AI results you're getting. Morgan and Morgan, in this circle here, the largest legal website, or largest PI legal website, has 354 results in Chat GPT, and about 1400 results in AI overviews. Here's Will Height Law Firm. These guys do really well, 11 Chat GPT results, and 347 AI overview results. So, the question is, How do I get listed in more Chat GPT and more AI overviews? We call this AEO, answer engine optimization, which is the evolution of search engine optimization, because essentially people are asking questions of Google and ChatGPT, and if we answer the questions and facilitate, make it easier for Google to use our websites in compiling those answers, we're going to come up in those search results, so one of the things we've been doing, and a lot of our clients are very familiar with this, we get you all to answer about a dozen questions every quarter, like what happens if I get hit by an Uber, how much does it cost for an uncontested divorce, and then we search engine optimize

those videos on YouTube and the other search engines, so we place the video on YouTube. We search engine optimize it. Then we put a blog on your website with words that explain what was in the video, and we also use those videos in the social and, importantly, in your Google Maps, because that's a big part of your local SEO algorithm. So you're pre-positioning yourself to help Google answer those questions, and over and over, those answers are coming up in the AI SEO. So, Google's using your websites, our clients' websites, and the blogs, and the videos to answer those questions. Another area that's impacting the AI SEO algorithms is the answer engines themselves. Cells, Reddit and Quora have become very, very important in those algorithms, and what Reddit and Quora are, are basically their answer websites, and the community votes your answer up or votes your answer down. So, if you're helpful to the community and you become a Reddit expert, and the community likes your answers, and you get voted up, then the AI SEO is putting more weight on you as an expert. So, here's a question: Do I need an attorney? And there's only eight votes so far on the answer. The second thing that layers into that is becoming an authority, so the same way if you become a Reddit question and answer authority. You want to also become a video authority, and Google's showing the videos, and Google and ChatGPT are ranking video and YouTube very highly in the algorithm. We have, as I said, over a million views on our videos on our YouTube channel. My friend Jeff Hampton gets millions of views on his individual videos. He was our speaker last year on long form YouTube video. You will want to continue to become an expert in your marketplace. This is an article in the Palm Beach County Bar Association magazine, or things like Super Lawyers and Avo, and online publications. If you can get a Wikipedia page, that's the ultimate hard to get, but you could get a Gracapedia, and local media

is very, very good. So, if you're found in the media, you're positioned in YouTube videos, you're positioning yourself as an expert at answering questions. The third piece is what you can do on the website, and what we're doing for our clients, and that's cover topics comprehensively with detailed explanations and real examples. The AI engines like bulleted lists and frequently asked questions. Most websites did three or five frequently asked questions when they created the website five years ago. We're going back and writing 1020, 3050, FAQs, frequently asked questions, including videos and images, in their proprietary data surveys work really well for the AIO and the website code. The things you can do is things like schema code. This is a code that Google and Yahoo and all the search engines came up with eight or 10 years ago, and it's just simplified code that tells Google about your location, your type of business. There's now over 800 schemas. There's a legal service schema, and an eternity schema, and an FAQ schema. Again, this is technical stuff, but it's make sure your SEO guys are writing schema code on your website. It seems to help with the AEO. So, the AEO secrets: number one, answer questions, blogs, videos, FAQs on your website. Number two, build your authority. It's more important for Jay Berkowitz to become an authority than 10 golden rules in the current algorithm. And number three, do the things you can do on your website, answer questions, bulleted lists, proprietary data. Now, there's a certain number of cases that we used to get from Google SEO that we're just not going to get anymore, and we think it's not too significant right now. It's 10 or 12% So, I'll use the car accident example again. The first time someone says, like, do I need a lawyer for my car accident when they're just doing some research, or do I need a lawyer because the insurance company is not helping me with my case, and they're just doing the research now. In the

old days, like six months ago, Google would have shown a bunch of our blogs that it answered the question, do I need a lawyer, but today Google is going to answer that question, and Chat GPT is going to answer that question, right? They're going to compile an answer to the question, so there's 10 or 12% of the searches that are not going to go out to a website. They would have gone out to our blogs in the past, because this section didn't even exist, it was just our blogs and our paid ads and everything. So, Google is going to answer the question, and they're going to come back later. They're going to do a more refined search, but where are we going to make up those 10 or 12 cases? And this is kind of like some of the hottest strategies that I see for legal marketing today. Think of it like the picks and shovels in the gold rush. Remember, in the gold rush, the story that the companies that made a lot of money were the ones that sold the picks and shovels, because all these people went out to California, and they didn't have the tools to mine for gold, and the picks and shovels companies made all the money. Or, in COVID, if you could get masks and gowns, that was the picks and shovels opportunity of COVID today. I would argue that there's five or six of these different opportunities. The first came from these searches. We always do these research searches for our clients when we're looking in a market. This is my friend Jeff Phillips and Morgan and Morgan coming up in the local service ads. Now it's not that surprising to see Morgan and Morgan, but I would see Morgan and Morgan everywhere in the country. In Philadelphia, I saw him with my client down here in South Florida with my friend Scott Leeser, who's a solo attorney in Morgan and Morgan. Now the obvious answer is, well, Morgan and Morgan has the biggest budget, but that's not the way the LSAs work. The local service ads are based on an algorithm on how you answer the phone and your click

through rate. So, why do people click on Morgan and Morgan? Well, it's because of the brand. Now, the bad news for all the rest of us, we don't have $450 million They spend $450 million annually on their advertising, but the good news is we can contribute to our click through rate by doing a good job with our local brand advertising. Google even shared that it's part of their algorithm. So, what we're encouraging, and what we're working on our clients with, is to pick a brand meaning and a brand message. If you haven't done this exercise, if you haven't done it recently, you want to pick one thing that your firm stands for, and something that resonates with you. Are you the no fees unless we win firm, or the - and these are obviously PI examples - are you the big check guys, are you the community guys, are you the we fight the insurance company law firm, are you the best in court law firm, and just pick one that's part of your core culture, and then deliver that consistently. There's an attorney in Miami, Amanda Demanda. She actually changed her last name to Rhyme with her brand, and Demanda in Spanish means legal demand or claim or lawsuit. And this is her brand kit, this is who we are, and the use of their brand, and they very consistently use the brand, even to the point where on stage she uses her brand colors. My friend John Barry is a veteran, his dad's a veteran, and his brother's a veteran. They work in the firm, and everything they do in their veterans business, even their charitable initiatives serve veterans. So the first opportunity is getting your brand message and delivering it consistently in everything you do. The second opportunity is video. We talked earlier about Jeff Hampton getting millions of video views. We're going to meet Julio this afternoon with 2.3 billion video views, and he's going to show us how he did it. I mentioned that Google and YouTube dominate search, so Google and YouTube together have about 130 million billion

visits, or whatever. Facebook pales in comparison, it's about 10% the size, with 9 million, but the important thing is YouTube's by far and away four times bigger than Facebook, the biggest website on the second biggest website on the internet, after Google. So, we're doing the SEO videos I talked about earlier with our clients. We're also doing the social media shorts, the vertical style videos, and we're doing the long form videos. Our videos are typically our webinars are an hour long, and people are watching nine and a half minutes, which tells YouTube that there's interest in those videos. The third way we're going to get those cases, or the third hottest thing to grab those other 10 or 12% of cases that we're not getting because of the AI search, is to maximize lead gen. Here's a couple of the lead gen sites that we recommend to our clients that provide exclusive leads. I'm not talking about those sites that send the leads out to like 30 lawyers at the same time. These are exclusive in your state, and this is a the report for one of our clients. This is about a nine month report, I think. They spent $122,000 got 1200 calls, signed 192 clients at a $1,500 cost per acquisition. This is a PI case study. So, while most people I talk to have had a bad experience with lead gen, if you get those proprietary lead gen opportunities and you test them and refine the ones that work and build a relationship with these guys, we believe that's part of the answer to getting those cases the next thing we can do to improve our performance is optimizing intake and we're doing a lot of work with our clients in this area and we've got a number of experts we've got Rob Levine is going to talk about intake tomorrow morning followed by an intake panel with some of the best experts in the world but here's a simple example of some simple math. This is one of our clients' annual reports. These are the totals they signed: about 20 251 new clients. They averaged 188 a month,

and we do this type of analysis with all our clients. How many came from calls? How many of those clients were signed? How many came from chats? How many came from forms, and we analyzed the data, but the point here is just to make a simple point that our phone calls converted to 20% If we could do just a little bit better job, I happen to see Chris Mullins on intake. Go from 20% signing to 22% signing, that would result in another 164 cases. What if we could get to 24% That would get us over 300 cases in one year, just for this one client. And if each case was worth $15,000 that would add an additional $4.6 million to the bottom line. So we have a software we've developed, 10 golden rules, that's an AI that coaches your intake team. We have another product called TGR Boomerang, which is designed for mislead notification. A lot of people hear the Google recording and they hang up, those calls don't even hit your switchboard, five to 10% of your leads, you don't pick up the phone because you don't even know that that person hung up, but our software can grab the name and the phone number for about 90% of those clients, and we call it boom ranks, it's like the Australian toy, we throw it out and it comes back to you, those leads can be immediately text your intake team. Same thing when someone fills out the form on your website. How many people check their email a couple times a day for those form fills? Those leads seriously degrade after five minutes. So, what you want to do is this: boomerang grabs those leads, texts it to your intake team, and you can immediately call those folks back. The last opportunity that I call in this, where to get those cases, is to run your firm with five star operations, and there's a couple of things that work really great. The first one, Andy from K Status, is going to be in our live podcast tomorrow at the end of the day, and I hope you meet those guys while you're here, because this is super important. If you haven't

explored the apps that you can use in your operations, this is a tremendous opportunity, because all of your consumers are familiar with using, like, Uber and Uber Eats, and when you order an Uber, you get an update immediately. Okay, your driver has been selected. Your driver is five minutes away. Your driver has arrived. Everybody's familiar with using apps. The number one bar complaint for law firms is that my lawyer didn't get back to me or my lawyer didn't return my call. Well, if you use an app like case status, first of all, they don't call you, so your phone calls go down, that your paralegals' time goes down, and AI writes a response, and the paralegal can press send because they create a response to your customer's query. The next thing that makes a difference, how many people in the room are running on the EOS operating system? Okay, it's still pretty small, about 10% and Brooke will be at the power tables to share with you about EOS. If you haven't explored it yet, by the way, the book Traction is the one everybody refers. I would encourage you all to read Get a Grip, particularly for you, the founder of your firm. It's really hard to read the book Traction. It's like an operating manual on this operating system, but get a grip once you read that, you'll get it, and you'll be like, aha, now I know why everyone's talking about this. The other thing, how many people are in a mastermind, a law firm mastermind? Not too many. We're going to talk about that at the end of the day today, the power of getting together with 10 or 12 of your peers in a room is unbelievable, and that's the single biggest reason why we made the Inc 5000 list this past year, because I'm in a mastermind with other law firms. So, just to wrap up, I'm going to give you four really cool AI tools that you can use immediately, and as I said, you got to jump in, you got to do this stuff. Great book called by Jeff Wood, called The AI Driven Leader, and he teaches a thing

called crit, and he says, write this down, write it on a yellow sticky, and stick it on your computer. So, if you haven't taken your action items in your notes, please write this one down, C R I T. The first is context, so when you write a query in Chat GPT or Google, give detailed background information. So, if you're preparing for a board meeting, share the agenda, the key concerns, and the objectives. The R is the role. Give the AI a role, say you're a seasoned CFO or a skeptical board member, then ask it to interview you. This is very powerful. It refines the query. Encourage the AI. I always say, ask me three non-consecutive questions, get the answer to each question before you ask me another question, and then finally give it a clear task. Clearly define what you want the AI to accomplish, whether it's analyzing the financial statements or simulating stakeholder reactions, and it's incredibly powerful. It gives you these incredible briefs. Here's one where I was asked to submit an article for a top lawyer. Publication. I said, you're one of the world's top business writers, and you're going to write in the educational style of Jay Berkowitz. Interview asked me three questions. Task, please write me an 800 to 1000 word article for The Great Legal Marketing Monthly magazine. And what I did is, I downloaded up here, you can see YouTube actually transcribes all your YouTube videos, so I just copied and pasted the transcription on a video that I made on a webinar I did about social media and YouTube videos, and then I asked the AI to ask me questions, so it said, "Do you want the article written in your voice or do you want me to write it as a profile? I said, "No, write it in my voice, and then it wrote this unbelievable article for me. I maybe changed three or four words, and I sent the article off to Great Legal Marketing. Now, in the past, that would have taken me three hours, because I would have had to research the article and go through my

presentation and write it up, and then check the grammar, and then have an editor check it, but when you do a really good prompt, C R I T, context role, interview, and task, it raises the game tremendously with using AI. Now, I mentioned earlier that the AI does an amazing job on pictures, now, and my AI of choice is Nano Banana. This is free with Google Gemini, and it does an amazing job. So I said, please draw an image of a high-tech but friendly robot. He's in a modern office with high-tech monitors and computers. Place the office in South Florida, Boca Raton, or West Palm Beach, and make it 1920 by 1080 And boom, I had the cover slide for this presentation. Then I wanted to use the same office and draw a young female attorney at her desk with a confident look on her face. Boom, same office, right in her office, unbelievably quick. Now this is my next favorite new toy. The cool kids call it vibe coding, and I don't know exactly what the vibe means, but it just means you can talk to it, like literally you can give it direction. So I said, you know, I want you to create a website for me, and I gave it some basic parameters, and I said, this is going to be a website for Jay Berkowitz, and I uploaded 10 golden rules, and I uploaded my LinkedIn profile, and then it went to work, and you see here, this was, you probably can't see, but this was one minute and 23 seconds, and this thing was changing, you know, I could play the video, but it takes too long, and it was, you know, pulling all this information and doing some designs, that's two minutes in, at about four minutes in, I get a brand new website, the Jay Berkowitz website, so this is a product called Lovable dot dev, and I'm working with my friend Scott Richardson, and we just built this new website last, or I built this website with Lovable. It took me about an hour to go back and make some changes and change the question and answers, but this thing is unbelievable. And this is part of my earlier

point, which is you've got to jump in and learn these tools, because these tools can replace full-time people that work for you are team members, but I wouldn't get rid of the team members, I would just give them more work, give them more creative work, right. And this one's really the biggest game changer. And how many people have heard of Open Claw? Open Claw, couple, three, four. This is going to be the big game changer. And last week I was at my mastermind called Seven Figure Agency with all the other agency guys, and all these guys are into this, and by the way, this is only like been around for two months, so don't worry if you haven't started, but the amazing thing is agents, if you've heard this term, it's basically like a bunch of little mini chat GPTs that go out and do a bunch of work for you, and they can do it on a schedule, so you could say, like, do calendar and meeting prep every night, so pull the agenda of meetings, summarize last week's issues, like this is preparing for our EOS level 10 meeting, and you give the agents a recurring task to do every night, or do inbox triage every night, draft responses, read through all my emails and prepare responses, and then I can just send them out, but I gave it a very specific task, and I said, we have a new client, Carl. Thank you very much. You know who it is, and I said, I want you to do research on this client, and I want you to tell me, what are the SEO keywords they're ranking for, and the SEO keywords they're not ranking for, and it came back, and it did a whole analysis on the keywords, it ranked the top keywords and the top opportunities, and it gave me a strategy, an SEO strategy that we can do to improve and rank for those keywords. It gave me a backlink strategy, and I analyzed all the competitors that said here's the top 20 low hanging fruit backlinks, the legal directories they're not in, and a whole strategy for content and building expertise and other places we can get links and

bonus tier of links, and then I said sum it up in the top 10 SEO and geo strategies, so. This is just to emphasize the point I made earlier. You got to jump in and learn this stuff. By the way, Open Cloud, it's some code involved, and I needed someone to set up my computer, and I needed to use a separate computer for security. It there's a learning curve to it, but now I'm getting the hang of it, and it's really, really awesome. If you all want to grab a copy of our top 10 hottest trends handbook, you can grab it there or go to 10 golden rules.com/hot trends, and I go, no, we got some marketing folks in the room, this would be a great tool, or if you want to send it back to your marketing team. So, just to wrap up, I encourage you all to embrace AI, because my argument is that while a year ago it was still a little funky, it's real today. We have four of the top AI vendors. You want to get out and talk to these folks if you haven't tested an AI to do your legal work. Now's the time. We talked about AI, SEO, AEO, answer engine optimization. Want to start answering questions, which we do with all our clients in their SEO, and become an expert and start answering questions on Reddit and Quora. Where are we going to get the cases? Google's answering 10% of the questions, so you want to get hone in your brand message, because brand is going to improve your click through rates. We have a statistical case study I can show you on that. Test the lead gen, optimize your intake, make sure you're taking double notes tomorrow on the intake sessions and five-star operations. And finally, four useful AI tools: C R I T context, role interview, and task. Use nano banana for visuals. Create a website with lovable and check out Open Claw.