Latest / Sharp Strategies Sweet Success / #63 - Inside Mass Media Marketing for PI Firms with Trudy Emlaw

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#63 - Inside Mass Media Marketing for PI Firms with Trudy Emlaw · Sharp Strategies Sweet Success

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SPEAKER_00: We have not niched down,
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SPEAKER_00: but then I will say that,
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SPEAKER_00: yeah,
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I have run into some other firms too that they don't
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necessarily niche down,
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SPEAKER_00: but they have specific even social medias for different case types.
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SPEAKER_00: So for instance,
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SPEAKER_00: if they're going after like bicyclists,
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people who have had bicycle accidents and being more present in
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that community,
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SPEAKER_00: let's say,
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SPEAKER_00: they might have specific socials just for that and really have gotten,
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SPEAKER_00: I guess,
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SPEAKER_00: niched down in terms of
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trying to build content that would be interesting to those
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different groups.
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SPEAKER_01: Sharp Strategies, Sweet Success.
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SPEAKER_01: Hello and welcome to Sharp Strategies, Sweet Success.
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SPEAKER_01: This is your host, Tiffany Swedensky.
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SPEAKER_01: And today I am talking to Trudy M Law.
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I've known Trudy kind of a few,
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few steps removed almost like a Kevin Bacon scenario.
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SPEAKER_01: Cause one of my clients coaches with Mike Morse and Fireproof.
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So I hear a lot about Trudy and the marketing programs you've
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implemented for them
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and just all the amazing stuff that that law firm is doing that
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you've helped with.
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SPEAKER_01: And I'm very excited and happy to have you here on the show.
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And I'm going to turn it over to her so she can finish out her
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introduction.
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SPEAKER_00: Yeah, I'm excited to be here.
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SPEAKER_00: Thank you for having me.
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SPEAKER_00: So my background, I started out as I was selling advertising.
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I guess initially I started my career at Fox Sports for a
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couple of years as a sales assistant.
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SPEAKER_00: Went up and decided I wanted to do sales myself.
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So I sold advertising,
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TV and digital advertising for Comcast Spotlight at the time.
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SPEAKER_00: It's now...
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effective tv from there i was there nine years approximately
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and then mike morse
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was actually a client of mine i was planning to take a couple
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years i had some
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little ones take a couple years at home but they when i went to
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tell them i was
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leaving they actually john not kazell offered me a position
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with the firm just he
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said even if you come on part-time we'd love to have you so i
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ended up being hired
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SPEAKER_00: by john and michael to come on and do their media buying
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So I did that for four to five years,
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buying TV and billboards and digital,
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of course.
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SPEAKER_00: And then during that time, took on some community events.
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And then eventually that led to the marketing director position
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and then eventually
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SPEAKER_00: on to the CMO and ended up spending about 11 years at Mike Morse Offer.
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SPEAKER_01: Well, that's awesome.
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SPEAKER_01: Well,
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SPEAKER_01: so I guess just right off the bat,
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SPEAKER_01: I've actually been thinking about this,
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but can you tell us a little bit more about what media buying
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is like for,
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SPEAKER_01: particularly for like TV and billboards?
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I'm curious about that and I've done,
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I haven't done media buying myself for TV or billboards.
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SPEAKER_01: Some of the firms I've been a part of have done that.
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SPEAKER_01: And so I really just see the data,
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SPEAKER_01: but I'm curious,
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SPEAKER_01: like from the media buyer's perspective,
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SPEAKER_01: like what that looks like,
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SPEAKER_01: how that works,
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SPEAKER_01: what you're looking for,
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SPEAKER_01: just whatever you can tell me.
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SPEAKER_00: Yeah, that's a good question.
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SPEAKER_00: Well, spend a lot of money.
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When I was at Mike Morris,
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we spent a big percentage of the budget was on TV.
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SPEAKER_00: It's where the firm got their start, really.
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I mean,
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that's the big platform that they launched on and the firm was
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grown on.
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SPEAKER_00: So yeah, it's in Detroit.
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We have a handful of stations and look at impressions and how
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different programs do
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and how they resonate with the target demographic and the
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audience that we're going
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SPEAKER_00: after.
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SPEAKER_00: And it's a lot of negotiation and figuring out,
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SPEAKER_00: you know,
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SPEAKER_00: the best placements and those kinds of things.
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SPEAKER_00: And then Billboard,
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SPEAKER_00: it's all about placement,
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SPEAKER_00: where the location,
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SPEAKER_00: the size of the board,
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SPEAKER_00: the uniqueness.
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SPEAKER_00: There's so many nuances to that.
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And radio as well as kind of falls in that same kind of similar
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to TV,
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I guess,
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in a way.
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SPEAKER_01: It's amazing to me that radio is still a thing.
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SPEAKER_01: Anytime I forget my phone and I get in my car,
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SPEAKER_01: I'm forced to listen to FM radio and I'm just like...
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SPEAKER_01: And then people play ads on there and some of them are pretty good,
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SPEAKER_01: you know,
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SPEAKER_01: top dog,
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SPEAKER_01: I think I've heard them do a few radio ads,
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SPEAKER_01: interestingly.
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SPEAKER_01: So,
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SPEAKER_01: and maybe you answered this and I just didn't quite get it,
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but you said you analyze like impressions for like the audience
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or the station or
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SPEAKER_01: the placement.
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SPEAKER_01: When you're doing like a lot of media buying,
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SPEAKER_01: are you like looking at the individual ads and saying like,
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SPEAKER_01: oh,
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SPEAKER_01: this quarter we ran this ad and we saw this change.
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SPEAKER_01: Are you doing that kind of analysis as well?
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yes to a certain level and you can really do that on the
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digital side with things
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like ott and ctv where you can see like this many this ad was
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served and it led to
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this many form fills on your website there's a pixel and it
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keeps track of all that
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stuff so you can do that a lot there we have done when i was at
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mike morris we had
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done reporting on like when we ran certain commercials which
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ones got the most
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SPEAKER_00: calls come in around that time that the commercial ran
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SPEAKER_00: We have done some analysis like that and then tweaked our ad copy or our
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SPEAKER_00: commercials based on that kind of data of what performed best.
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SPEAKER_00: We could adjust the commercials based on that.
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And are you guys like developing the commercial scripts and
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content plan in house
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SPEAKER_01: or is it like a combination thing?
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SPEAKER_00: A lot of that is the creative agency,
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SPEAKER_00: but yes,
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there is definitely the information is flowing between the
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information and ideas.
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I guess I should say is flowing between the creative agency and
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then in-house.
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SPEAKER_01: Yeah.
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SPEAKER_01: Well,
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SPEAKER_01: and one question that's maybe kind of niche,
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SPEAKER_01: I don't know,
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SPEAKER_01: but so like you're working with a creative agency,
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SPEAKER_01: are you in there?
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SPEAKER_01: I'm assuming they're doing the visuals and the copy for you.
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SPEAKER_01: Is that right?
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SPEAKER_00: Yeah.
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So they shoot the video and they do any kind of graphics or
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anything that's going
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SPEAKER_00: on in the video.
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SPEAKER_00: They're producing that too.
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SPEAKER_00: So they do everything from writing the scripts.
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They come in,
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we do several pre-pro meetings,
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making sure the scripts are perfect.
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And then when it comes time for the shoot day,
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everything should be all set.
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SPEAKER_00: We always end up changing stuff and all of a sudden...
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SPEAKER_00: There's another script added to the batch that we write the day of.
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SPEAKER_00: But yeah,
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SPEAKER_00: they do all the shooting,
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SPEAKER_00: the editing,
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SPEAKER_00: any kind of graphics or anything that are used in the spot.
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SPEAKER_00: That's what they're doing.
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And what was your favorite commercial from Mike Morrison,
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the creatives that you guys ran?
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SPEAKER_00: Yeah.
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Well,
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Ambulance Chaser by far is like the favorite of all favorites
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for just the public.
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SPEAKER_00: I had a great time.
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SPEAKER_00: We did an NIL campaign and it was a lot of fun.
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We had Donovan Edwards from U of M and Dylan Tatum,
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who was at Michigan State at the time.
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We also had a sprinter from U of M,
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Brianna Bates and Nikki Taylor,
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a gymnast from MSU.
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SPEAKER_00: It was just a fun campaign.
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I mean,
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the athletes were awesome and we just,
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we made a lot of great content with
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for social media and obviously for tv we did a whole photo
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shoot and did some
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billboard stuff it was just it was really robust and a ton of
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work i was exhausted
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by the end of it running around doing all the things it was a
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tight schedule that
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SPEAKER_01: day but super fun so you mentioned social media so i gotta ask is there a
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particular platform that you pay attention to more than the
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others are you giving
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SPEAKER_01: them kind of equal treatment
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SPEAKER_00: I would say no on the equal treatment.
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Facebook and Instagram are really where we would focus the most
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of our energy.
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SPEAKER_00: But LinkedIn really was definitely getting attention as well.
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SPEAKER_00: Twitter, some TikTok, of course, YouTube.
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SPEAKER_00: So yeah, they all definitely got attention.
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But Facebook is where we had the biggest following and then
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followed by Instagram.
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SPEAKER_00: Yeah.
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Did you guys ever get into like TikTok videos and making like
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cute things?
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SPEAKER_00: Have you guys tried that?
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SPEAKER_00: We have tried that.
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SPEAKER_00: We had a phase when I was there.
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SPEAKER_00: Yeah, we definitely had a phase of trying the dances and stuff.
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SPEAKER_00: We decided that wasn't our thing.
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SPEAKER_00: So we moved on to doing different types of content,
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SPEAKER_00: but we went through the dancing phase for sure.
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SPEAKER_01: I know for,
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I've done like maybe one or two trends and every time I like
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see a dance in
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SPEAKER_01: particular,
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SPEAKER_01: I'm not very graceful.
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SPEAKER_01: I think about myself doing that and then I'm like, no, no, I can't.
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SPEAKER_00: Yeah.
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SPEAKER_00: Yeah.
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SPEAKER_00: I think in theory it sounded really good.
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SPEAKER_00: And then it was like,
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SPEAKER_00: once we started doing it,
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SPEAKER_00: it's like,
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SPEAKER_00: how does anybody take us seriously after we've done that?
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SPEAKER_00: So yeah.
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SPEAKER_01: I do see some attorneys getting silly and making some good content there,
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but it has to fit who you are and who's the star of the video
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and who's making it
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SPEAKER_01: and stuff like that.
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A lot of law firm owners just can't see themselves getting into
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a TikTok unless
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SPEAKER_01: they're taking it very,
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SPEAKER_01: very seriously,
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SPEAKER_01: which unfortunately doesn't.
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SPEAKER_01: That's not what TikTok is for.
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SPEAKER_01: TikTok is for taking things seriously.
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SPEAKER_00: Yeah, completely agree.
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SPEAKER_00: It works for some and for others.
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SPEAKER_00: It's just not their cup of tea.
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SPEAKER_01: Well,
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SPEAKER_01: I got to ask this question partially because somewhere down the road,
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SPEAKER_01: I'm giving a talk on AI and marketing.
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And so just broad strokes,
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I guess I have a few things I'm going to ask you.
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SPEAKER_01: I'm just going to ask you all of them at once.
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So like one,
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how has AI changed the way like you as a CMO,
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like operated the firm?
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SPEAKER_01: That's one.
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SPEAKER_01: Two, how do you see like AI search impacting your strategies?
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SPEAKER_01: Like,
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SPEAKER_01: do you,
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are you thinking about pivoting your firm or your firms away
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from SEO or what are
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SPEAKER_01: your thoughts there?
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SPEAKER_00: Yeah, so as far as changing the way we operate, I see it as a tool.
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SPEAKER_00: It's a great tool.
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It has helped really speed up some of the work,
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especially when it comes to content.
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SPEAKER_00: I look forward to being able to utilize it in more ways beyond content,
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SPEAKER_00: but content creation,
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SPEAKER_00: at least in marketing for me,
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SPEAKER_00: has really been where I've seen the most progress and efficiencies.
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SPEAKER_00: And then in terms of AI search and the impact,
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SPEAKER_00: No, I'm not going away from SEO, traditional SEO.
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SPEAKER_00: Yes,
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things are changing and we're changing kind of the way the
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content is structured on
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SPEAKER_00: our landing pages.
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I do think that the firms that have built brands will fare
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better,
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at least initially with AI.
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SPEAKER_00: That's some of the stuff, the conversations I'm having with
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SPEAKER_00: the SEO team that I work with.
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SPEAKER_00: So yeah,
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SPEAKER_00: that's kind of my thoughts on AI and search and the impact there,
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SPEAKER_00: but excited to see where that all goes.
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SPEAKER_01: Yeah.
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And I was just talking to a law firm earlier this week and
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there are actually two,
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SPEAKER_01: like one this week and one last week,
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and both were at a point where they're really just getting
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started with marketing.
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One of them was an attorney who somehow connected with me on
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Reddit and we did a
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SPEAKER_01: zoom meeting and it was actually a decent size firm,
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SPEAKER_01: never built a website,
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SPEAKER_01: never did any marketing,
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SPEAKER_01: none of this.
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SPEAKER_01: And they're asking like, what should we do?
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SPEAKER_01: And they didn't really even have a brand to speak of.
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SPEAKER_01: And I,
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SPEAKER_01: that was my advice to both these firms is like,
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you really need to focus on the brand building and mentioning
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having your website
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SPEAKER_01: or I'm sorry,
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having your brand name mentioned outside of your website on
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other people's
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SPEAKER_01: websites.
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And it's more difficult to do than getting a backlink and it
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requires like more internal work.
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It's hard for an agency to get a good organic mention of a
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brand elsewhere.
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SPEAKER_01: And so,
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SPEAKER_01: yeah,
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SPEAKER_01: it's interesting that you say that because I mean,
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SPEAKER_01: and I hear it a lot,
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SPEAKER_01: brand is like the new thing driving AI in a big way.
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SPEAKER_00: Yeah,
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SPEAKER_00: I think just in terms of the other websites,
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SPEAKER_00: one small thing that firms can do is,
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SPEAKER_00: and I think this is pretty well known,
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but utilize your Google reviews to help with getting some of
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those keywords.
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And I know what I've heard anyway,
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is that is one key area that AI and LLMs are pulling from.
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So make sure when you're responding that you're using responses
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that have...
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personal injury terms and keywords in them and encourage people
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that are leaving
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SPEAKER_00: reviews to use keywords if you can.
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SPEAKER_00: Yeah.
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Tell me a little bit about like where you're going,
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what you're doing now.
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SPEAKER_01: Just clue our listeners in a little bit.
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SPEAKER_00: Yeah.
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So after 11 years at Mike Moore Soft Firm and very proud of all
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the work that we
13:00
accomplished there and grateful to Michael and John for all the
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opportunity and
13:06
SPEAKER_00: leadership that they gave me.
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I have the opportunity,
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I got the opportunity to move on to another firm that's out of
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state.
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SPEAKER_00: They're in a few states.
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So I will be taking my decade plus of experience and applying
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it to the new
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SPEAKER_00: challenges at that firm.
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SPEAKER_01: Multi-state.
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SPEAKER_01: That's really cool.
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SPEAKER_01: I'm excited about that.
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I mean,
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for you,
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I don't get to participate,
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but yeah,
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that's really neat.
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SPEAKER_01: Is there like a book,
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a manual or something that like if a marketer is interested in
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learning about media
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SPEAKER_01: buying,
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SPEAKER_01: particularly like TV and billboards,
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SPEAKER_01: like where can they go just to start learning about it?
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Gosh,
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that is a really good question because I never had a book or
13:50
anything.
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SPEAKER_00: I just kind of learned it.
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SPEAKER_00: It wasn't anything that I referred to a book or anything.
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I started my career as a sales assistant,
14:01
but I worked for sellers of media.
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SPEAKER_00: So back in the day,
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SPEAKER_00: I mean,
14:06
SPEAKER_00: years and years ago,
14:07
SPEAKER_00: I was talking impressions and it just was something that I think,
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SPEAKER_00: you know,
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SPEAKER_00: more mentorship taught me than anything.
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SPEAKER_00: I don't
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SPEAKER_00: I actually don't have a resource, maybe chat GPT.
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SPEAKER_00: But no, I don't have a resource to send people to.
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SPEAKER_00: It's just kind of,
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SPEAKER_00: I think learning what you can get your hands on,
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SPEAKER_00: like impressions that programs deliver,
14:34
SPEAKER_00: stuff like that,
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SPEAKER_00: and what the cost is for them.
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SPEAKER_00: You can start looking at CPMs and what makes sense.
14:41
SPEAKER_00: And
14:41
SPEAKER_00: But it was kind of just,
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SPEAKER_00: like I said,
14:43
SPEAKER_00: more of a mentorship thing from others,
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SPEAKER_00: how I learned it versus a textbook.
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SPEAKER_01: Yeah.
14:50
SPEAKER_01: And I've been asked that before about like digital marketing things.
14:54
SPEAKER_01: Like where'd you learn about that?
14:55
And honestly,
14:56
it's like websites and messing around on a website and trying
14:59
to set something up.
15:01
SPEAKER_01: And a lot of trial and error.
15:02
SPEAKER_01: And I think a lot of people learn that way.
15:04
SPEAKER_01: And yeah,
15:06
SPEAKER_01: I candidly,
15:07
SPEAKER_01: I was looking for a book on media buying because I was just like,
15:10
SPEAKER_01: where do I go to start?
15:11
SPEAKER_01: Maybe I will go to ChatGPT, YouTube or something like that now.
15:15
SPEAKER_01: And I feel like that's just where a lot of people's minds go to.
15:18
SPEAKER_01: It's like, where do I go to start learning about this book?
15:20
We haven't quite programmed ourselves to go to ChatGPT yet,
15:23
or at least I haven't.
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SPEAKER_01: Not first.
15:25
SPEAKER_00: There's a lot of nuances around it.
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SPEAKER_00: I was actually listening to a podcast the other day about media.
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SPEAKER_00: It was a media buyer that was being interviewed.
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And I found it interesting what was being said,
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being that that was a lot of my background.
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SPEAKER_00: But so many nuances to like...
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agency discount and in-house agencies and negotiation and how
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much room there is
15:47
for negotiation and it's a fun I mean it gives me kind of a
15:51
thrill I guess doing it
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do placing buys and going through the negotiation I have always
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enjoyed that part
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SPEAKER_00: of the job so
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SPEAKER_01: Um,
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SPEAKER_01: it's honestly,
16:01
it sounds like it's a little more honest than like Google ads
16:05
where you're just
16:05
SPEAKER_01: build,
16:06
SPEAKER_01: you know,
16:06
SPEAKER_01: a Google ads bills.
16:07
SPEAKER_01: Yeah.
16:08
SPEAKER_00: And I don't know about that.
16:09
SPEAKER_00: Oh, really?
16:12
SPEAKER_00: There's a lot of room for negotiation,
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SPEAKER_00: usually in some of these buys and getting things thrown in and stuff.
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SPEAKER_00: But yeah, it's definitely more of a relationship.
16:22
SPEAKER_00: I feel like with Google, it's so transactional.
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SPEAKER_00: It's like we serve you this and you pay this and that's how it goes.
16:27
SPEAKER_00: But yeah, it's definitely there's more back and forth, if you will.
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SPEAKER_01: And I feel like that would be frustrating,
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but I guess you'd have to be the type of person who kind of
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likes to go back and
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SPEAKER_01: forth on a thing like that.
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SPEAKER_01: And there's so many nuance,
16:42
SPEAKER_01: the only kind of media buying I'm familiar with,
16:44
SPEAKER_01: I mentioned earlier is Google ads.
16:47
SPEAKER_01: And I probably said this on the podcast before,
16:49
SPEAKER_01: so sorry to my listeners who are bored with it,
16:51
SPEAKER_01: but I did it for hotel for like a little while,
16:54
SPEAKER_01: like about a year or so.
16:56
SPEAKER_01: And it's so interesting how different
17:00
SPEAKER_01: Google Ads is for that kind of business versus a law firm.
17:06
SPEAKER_01: And I imagine media buying is kind of the same way.
17:09
SPEAKER_01: There's different ballpark for law firms.
17:11
Actually something else I kind of wanted to know about you and
17:15
your firms.
17:16
SPEAKER_01: So how far has your personal injury practice like niche down?
17:21
SPEAKER_01: Are you guys like looking for all types of car accidents?
17:25
Are you guys putting out there like you're looking for a
17:27
specific type of person,
17:29
SPEAKER_01: specific type of accident?
17:31
SPEAKER_01: Like are you guys niching down at all there?
17:34
SPEAKER_00: No, very broad.
17:35
SPEAKER_00: I mean,
17:36
SPEAKER_00: we'll take in any type of car accident or accident,
17:40
SPEAKER_00: auto accident,
17:40
SPEAKER_00: truck accident,
17:41
SPEAKER_00: motorcycle accident.
17:42
SPEAKER_00: So no, I would not say niching down in terms of the case type.
17:47
I have talked to some firms where they're really focused on
17:50
like motorcycle
17:51
SPEAKER_00: accidents or something like that.
17:52
But no,
17:54
there's no niching down,
17:56
I guess,
17:56
in terms of the type of accidents.
17:59
SPEAKER_01: So about niching down,
18:00
SPEAKER_01: it's kind of comical to me because I,
18:02
SPEAKER_01: as a fractional,
18:03
I'm sitting in on a lot of SEO meetings and I've done the thing
18:07
where we move from
18:08
one company to another and the new SEO company or even a new
18:12
account manager,
18:13
SPEAKER_01: if you get a new account manager,
18:14
all of my clients are personal injury attorneys and the account
18:18
manager always asks
18:19
SPEAKER_01: like,
18:20
SPEAKER_01: so what types of case are you looking for?
18:22
And what's funny is every single attorney I worked for who
18:25
answers that question,
18:26
SPEAKER_01: it's like,
18:27
SPEAKER_01: well,
18:27
SPEAKER_01: I'm just looking for anyone who's been injured and goes to the hospital.
18:31
SPEAKER_01: And not all of my clients have an accident.
18:33
SPEAKER_01: I guess feel bad that I did that.
18:35
SPEAKER_01: And it got me wondering, like SEO companies ask that so much.
18:38
SPEAKER_01: It's like,
18:39
SPEAKER_01: are there PI firms outside of motorcycle accidents,
18:42
SPEAKER_01: which is kind of its own thing,
18:45
SPEAKER_01: that are really that niched down?
18:47
SPEAKER_01: Because it's my impression most car accident firms are like that,
18:50
SPEAKER_01: where they're just like,
18:51
SPEAKER_01: I'm going to take an accident where somebody is injured,
18:54
SPEAKER_01: the insurance is good,
18:55
SPEAKER_01: and they weren't at fault.
18:56
SPEAKER_01: Anyway,
18:57
so I was just curious if you guys have talked about niching
19:00
down or if you're like,
19:01
SPEAKER_01: okay,
19:01
SPEAKER_01: we're going to focus on a certain demographic.
19:04
SPEAKER_01: And really like when you think about it for a personal injury firm,
19:06
SPEAKER_01: that kind of thing doesn't make sense to me,
19:08
SPEAKER_01: but I'm happy to be proven wrong.
19:12
SPEAKER_00: Yeah, definitely.
19:13
SPEAKER_00: We have not niched down,
19:15
SPEAKER_00: but then I will say that,
19:16
SPEAKER_00: yeah,
19:17
I have run into some other firms too that they don't
19:21
necessarily niche down,
19:22
SPEAKER_00: but they have specific even social medias for different case types.
19:27
SPEAKER_00: So for instance,
19:28
SPEAKER_00: if they're going after like bicyclists,
19:31
people who have had bicycle accidents and being more present in
19:34
that community,
19:35
SPEAKER_00: let's say,
19:36
SPEAKER_00: they might have specific socials just for that and really have gotten,
19:40
SPEAKER_00: I guess,
19:41
niched down in terms of trying to build content that would be
19:45
interesting to those
19:46
SPEAKER_00: different groups.
19:47
SPEAKER_00: So that I've seen more than necessarily like niching down in terms of,
19:52
SPEAKER_00: we're only going to look for this type of case.
19:56
Man,
19:56
that is something I've seen other companies do and it just
20:00
didn't make the connection.
20:01
SPEAKER_01: But like, yeah, if you're, like you said, bicycle attorney,
20:05
You can tap into the bicycle and bicyclist community on
20:08
Instagram and TikTok and
20:10
just make memes and that type of content and probably get more
20:15
engagement than a
20:17
SPEAKER_01: legal FAQ or just a generic post from a law firm page.
20:21
SPEAKER_01: That's a really good idea.
20:22
SPEAKER_00: I hadn't thought about that.
20:24
SPEAKER_00: I thought it was a great idea too.
20:26
The other place my brain goes is you have to have a huge social
20:29
media team to be
20:30
SPEAKER_00: able to have all those different platforms that you're posting on.
20:33
But with AI,
20:35
it makes it a little easier to be able to post multi-platform
20:39
like that.
20:40
SPEAKER_01: Yeah.
20:41
SPEAKER_01: Yeah.
20:42
SPEAKER_01: AI has made a lot of things easier.
20:44
SPEAKER_01: I'm saying a lot on AI video and it's weird.
20:47
SPEAKER_01: Cause like on Instagram, I see a lot of people hating on AI video.
20:52
And then I go to a platform like LinkedIn and I talk to
20:56
business owners and some of
20:57
SPEAKER_01: them adopt the AI video.
21:00
SPEAKER_01: And I keep,
21:02
SPEAKER_01: it's one of the things like people will tell you,
21:03
SPEAKER_01: it's like,
21:04
SPEAKER_01: oh,
21:04
SPEAKER_01: it's actually really good.
21:05
And then like,
21:06
I look at it and it's like,
21:07
are we looking at the same thing?
21:08
SPEAKER_01: Like.
21:10
SPEAKER_01: But not to be mean about it.
21:12
SPEAKER_00: No, I completely agree.
21:14
SPEAKER_00: And you're so right in terms of there's definitely haters.
21:18
SPEAKER_00: It might be just me,
21:19
SPEAKER_00: but it seems like the 20s,
21:20
some of the 20 somethings are like anti doing everything with
21:24
it or younger.
21:25
I mean,
21:25
I have a 14 year old son and he's like,
21:27
oh,
21:28
you're doing,
21:29
you know what I mean?
21:30
So,
21:31
and then,
21:32
but yeah,
21:32
on LinkedIn,
21:33
I feel like it's welcomed and even appreciated.
21:36
SPEAKER_00: So I guess it just to each their own.
21:41
SPEAKER_01: Well, and the proof is in the pudding.
21:43
When businesses start using AI video,
21:46
we'll start to see what the real results of it are.
21:48
SPEAKER_01: And I'm always happy to be proven wrong because AI video,
21:52
SPEAKER_01: it's so damn hard to get these attorneys behind the camera,
21:55
SPEAKER_01: at least some of the ones that I work with.
21:56
And they're busy,
21:57
you know,
21:58
no,
21:58
you know,
21:58
I not knocking them for being lazy.
22:01
SPEAKER_01: It's just hard to find the time.
22:02
SPEAKER_01: I even struggle with it.
22:04
SPEAKER_01: And AI video is definitely a shortcut, I suppose.
22:09
SPEAKER_01: By the kind of the proof is in the pudding.
22:11
SPEAKER_01: And my 14 year old is the same way, by the way.
22:13
SPEAKER_01: It's like, oh, AI, like that's so lame.
22:16
SPEAKER_01: But I lit her up.
22:17
Cause I went into her bedroom one night and she was using chat
22:19
GPT and I'm like,
22:20
SPEAKER_01: what are you asking chat GPT?
22:22
SPEAKER_01: And she was like, what role Mercutio served in Romeo and Juliet?
22:26
SPEAKER_01: And I'm like, girl, you better know that.
22:28
SPEAKER_01: Like you better.
22:29
SPEAKER_01: Like, I can't believe it.
22:30
SPEAKER_01: You don't know that.
22:31
SPEAKER_01: You can go back and read it.
22:33
SPEAKER_01: I was so mad at her.
22:34
SPEAKER_00: I was like, just go watch the movie.
22:35
SPEAKER_00: Go watch the movie.
22:37
SPEAKER_00: No, that's funny.
22:38
SPEAKER_00: I will tell you,
22:40
the same situation happened with me and my 14-year-old when he
22:43
was struggling with
22:44
SPEAKER_00: something,
22:45
SPEAKER_00: I think it was math-related.
22:46
SPEAKER_00: And I'm like, put it into ChatGPT.
22:49
SPEAKER_00: And it explains, of course, like how to solve the problem.
22:51
SPEAKER_00: Not just the answer, but like how to solve the problem.
22:55
SPEAKER_00: So that shut him up real quick when he was like, oh.
22:57
SPEAKER_00: Yeah.
22:59
SPEAKER_01: So we're coming up on time.
23:00
SPEAKER_01: And so I got to ask,
23:02
was there anything that we didn't end up talking about that you
23:05
wanted to go over?
23:07
SPEAKER_00: No, not really.
23:08
I mean,
23:08
a lot of one of the topics I talk about a lot is community
23:12
events and things like that.
23:13
That's,
23:14
I don't know,
23:15
Tiffany,
23:15
we don't know that would be a whole nother cup of tea.
23:17
SPEAKER_00: So I guess the answer is no.
23:20
Well,
23:21
so like,
23:22
I will say like,
23:23
and I feel I'm kicking myself a little bit for not asking.
23:26
SPEAKER_01: I asked a lot about the mass media and didn't ask about that,
23:28
SPEAKER_01: but like,
23:29
SPEAKER_01: yeah,
23:29
SPEAKER_01: like the community marketing that you guys are doing,
23:32
SPEAKER_01: I really admire it.
23:34
I've had to implement some of it kind of based on what you guys
23:37
have done for sure.
23:38
SPEAKER_01: It's always really smart.
23:40
And it's kind of the key to the whole brand building thing,
23:44
like you mentioned earlier.
23:45
SPEAKER_01: But yeah,
23:46
SPEAKER_01: if you're curious about some of the stuff that they've done,
23:49
SPEAKER_01: I guess go visit the web,
23:50
SPEAKER_01: their website,
23:50
SPEAKER_01: Mike Morse's website,
23:52
SPEAKER_01: LinkedIn,
23:52
SPEAKER_01: whatever.
23:53
And as somebody who has implemented it on some of these
23:56
programs,
23:57
it does indeed work.
23:58
SPEAKER_01: It doesn't seem.
24:00
you're really focused on the roi and the dollars for dollar
24:03
maybe it doesn't seem
24:04
like it but like i'll attest to that so i'll say that much you
24:08
know about community
24:09
marketing i should have asked you more about that no it's it
24:12
has been really great
24:14
for mike morris law firm and what it's done not only for the
24:17
brand but obviously
24:19
just being more present in the community and when you have a
24:23
lot of national
24:24
SPEAKER_00: players that are coming into your market it's something that definitely
24:29
makes the firm stand out and show that it's a local firm that
24:34
is real and there and
24:36
being part of the fabric of the community versus just in the
24:40
community to make a
24:41
quick buck and that's it so yeah definitely been a big part of
24:45
what i did at mike
24:46
more soft firm and would love to carry that through because i
24:49
have seen how it
24:51
SPEAKER_00: works and does so well for the brand yeah
24:55
SPEAKER_01: Well, thank you so much for being a guest.
24:58
SPEAKER_01: Really loved having you on.
24:59
SPEAKER_01: I feel like we had a really good conversation.
25:01
SPEAKER_01: Where do you want people to go look you up and learn more about you?
25:04
SPEAKER_00: Yeah, just LinkedIn.
25:05
You can look me up on LinkedIn,
25:07
Trudy Emlaw,
25:08
and that's probably the best place to find me.
25:11
SPEAKER_01: Oh, thanks so much again.
25:12
SPEAKER_01: And everyone will talk to you soon.
25:15
SPEAKER_01: Check out Trudy, follow her journey.
25:18
SPEAKER_01: I guarantee,
25:19
SPEAKER_01: particularly the marketers,
25:20
SPEAKER_01: you're just going to learn a lot and thank you so much again,
25:23
SPEAKER_01: and we'll see everyone soon.
25:26
SPEAKER_01: Thanks.