This week I had the opportunity to sit down with Chris Keller of Keller Swan Injury Attorneys to unpack 10 Golden Rules to Rise and Transform Your Life and Your Practice. Chris opened up about how he scaled Keller Swan from a two-man shop to an 80-person, multi-state law firm and we realized the lessons weren’t just about business, but about life. We dug into everything from mastering mindset and health, to building emotional and spiritual resilience, to running a firm with EOS, AI, and a CEO mindset. We talked about the messy parts too: the burnout, the bottlenecks, and the hard shift from “I can do it all” to “I need help.” This episode is part roadmap, part honest reflection—and a reminder that real transformation takes both strategy and heart.

Key Topics

01:35 – Chris shares his unexpected journey from prosecutor to entrepreneur and his breakthrough moment of realizing the money was up but health and family were down.

09:41 – Rule 1: Master the Mental — Chaos ruled until Chris faced the truth: he was the bottleneck.

13:27 – Rule 2: Master the Physical — Morning runs turned into marathons, rebuilding discipline and self-belief.

17:40 – Rule 3: Master the Emotional — Focus shifted to what’s controllable, leveling out the emotional rollercoaster.

21:45 – Rule 4: Master the Spiritual — Reconnected with faith, joined a men’s group, and found strength through service.

25:08 – Rule 5: Master the Financial — Adopted Profit First and hired a finance lead, ending the cashflow stress.

29:34 – Rule 6: Embrace AI for PI — Brought in AI tools, including “Grace,” their voice assistant, to streamline intake and follow-ups.

34:51 – Rule 7: Build Marketing Through Community — Focused on giving back with authentic projects like Project Backpack.

36:38 – Rule 8: Run It Like a CEO — Stepped out of the weeds using the Buy Back Your Time model.

38:18 – Rule 9: Implement an Operating System — Rolled out EOS for team accountability, clear goals, and leadership growth.

40:02 – Rule 10: Join Masterminds and Coaching — Found game-changing support, ideas, and accountability through peer groups.

42:34 – We reflect on how success leaves clues — and why learning from others accelerates the journey.

44:04 – Chris shares where to find him, his law firm, and news about his upcoming book Rise and Transform.

Resources Mentioned

Books

• E-Myth by Michael E. Gerber- https://a.co/d/9BhCEc0
• Same As Ever by Morgan Housel - https://a.co/d/9rc48Qy
• Profit First by Mike Michalowicz - https://a.co/d/4D3LA60
• Traction: Get a Grip on Your Business by Gino Wickman - https://a.co/d/6Hpl8EY
• Buy Back Your Time by Dan Martell - https://a.co/d/cqR7T3f
• Fireproof: A Five-Step Model to Take Your Law Firm from Unpredictable to Wildly Profitable by Mike Morse and John Nachazel - https://a.co/d/bM4unJo

Technology/Software

• ChatGPT - https://openai.com/chatgpt
• My90 (EOS) - https://www.ninety.io
• Simple Numbers →

Most people think building a personal brand is about being everywhere—but the real power comes from being consistent in one place.

I had the chance to be interviewed by Charley Mann on his podcast They Don’t Teach This in Law School, and we went deep into building a personal brand that drives real business. We talked about my story and how I went from working in top marketing roles at Coca-Cola, McDonald’s Restaurants and Sprint to launching Ten Golden Rules, and why niching down into law firm marketing helped us triple our revenue. I shared simple ways attorneys can build visibility by just answering one question a week—and how to turn that into blogs, video, SEO, and social media without burning out. If you're trying to stand out as a lawyer or grow your firm, this one is packed with practical strategies you can use today.

Key Topics

03:52 – The one thing they don’t teach in law school: how to build a personal brand.

04:28 – My journey from Coca-Cola to launching Ten Golden Rules.

05:42 – Why niching down into law firm marketing tripled my business.

06:38 – How I balance my personal brand with my company brand.

08:45 – The easiest way lawyers can start building a brand: answer common client questions.

09:48 – The exact content strategy I use for law firms (video > YouTube > blog > social).

10:43 – Why sharing the spotlight with others helps build your brand faster.

11:56 – How consistent content made me visible across the legal industry.

13:16 – My 5-year overnight success strategy—webinar every month, podcast every week.

15:07 – How to turn a client email into content for every platform.

15:53 – My “easy button” content system: one video a week, then delegate.

17:52 – What I learned about branding from Coca-Cola.

19:23 – How John Morgan’s national brand proves recognition drives results.

20:07 – Four key elements I focus on for consistent branding.

21:48 – Why done is better than perfect when it comes to brand messaging.

22:53 – The 80/20 rule that helped me choose my niche and scale faster.

24:05 – How picking a niche made things easier for me and my team.

25:46 – Why Google now rewards hyper-focused websites—and what I did to adapt.

28:15 – The three signs (I call them "God winks") that told me to niche down.

Resources Mentioned

Books:

• Outlive by Peter Attia – https://a.co/d/0a3r544
• The Nvidia Way: Jensen Huang and the Making of a Tech Giant – https://a.co/d/gW3709w
• They Don’t Teach This In Law School by Charley Mann - https://a.co/d/4QMGrJO
• 
  

Technology/Software:

• YouTube (for SEO and video marketing) – https://youtube.com
• ChatGPT (for repurposing content) – https://openai.com/chatgpt
• Upwork – https://www.upwork.com
• Fiverr – https://www.fiverr.com
• 
  

Podcasts:

• All-In Podcast –

You might think a good reputation speaks for itself until one bad news headline or “X” tweet takes over the first page of Google for your name.

I sat down with Evan Nierman, founder of Red Banyan and a true crisis whisperer, and together we developed the 10 Golden Rules of Reputation Management and Crisis Communications. You’ll learn exactly what to do before, during, and after a reputation crisis—from owning your name online to using advanced tactics like Google suggest and Everipedia. Evan and I dropped some real gems, and behind-the-scenes examples to help you manage your reputation proactively.

Key Topics

02:20 — Evan Nierman is introduced as the "crisis whisperer" who shows up when reputations are on fire

03:19 — Evan explains how he founded Red Banyan after years in high-stakes Washington, DC communications

06:15 — Touring Europe with MC Hammer and what he ordered instead of beer

07:42 — Golden Rule 1: Protect Yourself in Advance

09:11 — The 2 simple filters: Share with care, post with purpose

10:15 — Why every company needs a content strategy—even oil and gas firms

11:19 — Golden Rule 2: Take Action When the SH*T Hits the Fan

12:37 — "No comment" is a comment—and it's often worse than saying something

13:51 — Lawyers must consider both court and public opinion

14:55 — Golden Rule 3: Press the Truth—telling the truth isn’t enough, you need to fight for it

16:38 — Golden Rule 4: Start with Low-hanging Fruit

17:15 — Case study: How a CEO’s reputation was saved from a Girls Gone Wild controversy

18:21 — Techniques: Buying domains, creating websites, and naming photos for SEO

20:15 — Why staying invisible online actually leaves you more vulnerable

21:15 — Golden Rule 5: Own the Important Real Estate—lock down all versions of your name and brand

23:15 — How often should you redesign your website?

23:56 — Golden Rule 6: Monitor and Measure—set up Google Alerts and sentiment tools

25:13 — Why data matters in reputation strategy

27:10 — Golden Rule 7: Manage Google and Social Media Reviews—don’t fear the bar, respond with class

28:50 — How to reply to bad reviews without breaking confidentiality

30:55 — Golden Rule 8: Advanced Strategies

33:05 — Watch out for mugshot extortion sites

35:15 — Yes, you can manipulate Google Search Suggest

36:15 — Don’t qualify for Wikipedia? Use Everipedia to get visibility

37:15 — Golden Rule 9: Proactive Strategies—stay ahead with consistent media and content

38:30 — The benefits of podcasting for SEO and reputation

40:00 — Use S.O.S. by Peter Shankman to get quoted in media

41:00 — Golden Rule 10: Get Back to Brand Building—launch something new or support your community

42:45 — Awards help Google (and clients) trust you more—just apply

44:05 — Recap of all 10 Golden Rules

46:56 — Evan’s recommended tech, books and how to reach him.

Resources Mentioned

Books

• Crisis Averted by Evan Nierman - https://a.co/d/eVZbHom
• The Cancel Culture Curse by Evan Nierman - https://a.co/d/7gwDb0a
• The Big Leap by Gay Hendricks -https://a.co/d/7gwDb0a
• Any books by Jim Collins

Apps & Tools

• Oak Journal: https://oakjournal.com/
• Google Alerts - https://www.google.com/alerts
• Everipedia -

It’s amazing what can happen when one good conversation sparks a flood of opportunity.

I sat down with Ivy Slater on her Her Success Story podcast to talk shop—from how I broke into marketing with brands like McDonald's and Coca-Cola to building Ten Golden Rules into a top digital marketing agency for lawyers. We covered how AI is rewriting the rules of digital marketing, the smartest way to niche down, and why answering client questions is the most underrated SEO strategy out there. I also walk through my favorite ChatGPT prompt formula and how it helped me hire my new EOS Integrator (COO). This episode was too packed with strategy to keep to just one audience—so I'm sharing it here with you.

Key Topics

04:04 – How Jay’s unexpected start in advertising led to big-name roles at McDonald’s and Coca-Cola

06:45 – What early internet marketing looked like—and how Jay helped pioneer it with $40M in ad spend

08:23 – How a top 10 list turned into a personal brand and eventually launched Ten Golden Rules

10:38 – Why narrowing focus to law firms helped Jay’s agency triple in size

13:47 – How Google’s new AI search changes affect visibility for law firms and content creators

15:50 – What it takes to appear in AI Overviews (and why blog posts and videos still matter)

18:23 – The easiest way lawyers (or any pro) can turn client questions into powerful marketing

20:10 – Jay’s CRIT formula for getting smarter, more strategic output from ChatGPT

23:38 – How he used AI tools to evaluate candidates and confidently hire a new integrator

Resources Mentioned

Books

• Traction by Gino Wickman - https://a.co/d/1igrpma
• The E-Myth Revisited by Michael E. Gerber - https://a.co/d/24vGLrs

Technology / Software

• Fathom AI - AI meeting assistant that records, transcribes, and summarizes Zoom calls - https://fathom.video
• Predictive Index (PI) - Behavioral assessment used for hiring and team alignment - https://www.predictiveindex.com
• Crystal Knows - DISC-based personality insights using online profiles like LinkedIn - https://www.crystalknows.com
• ChatGPT (GPT-4, Paid Version)- Advanced AI used for hiring analysis and content generation - https://chat.openai.com

About our Guest:

Ivy Slater is the CEO of Slater Success, where she advises C-suite executives and senior managers on strategic sales growth and team performance. With over 25 years of experience, Ivy helps B2B and high-end B2C organizations improve relationship-driven sales, often boosting results by up to 40% in six months or less.

A former owner of a seven-figure printing company in NYC, Ivy now works with leaders to revitalize sales strategies, build team synergy, and exceed revenue goals. She’s a sought-after speaker, host of the Her Success Story podcast, and bestselling author of Conquering Your Fear of Money and From the Barre to the Boardroom.

Her relationship-first approach empowers organizations to align teams, clarify objectives, and drive sustainable success.

https://slatersuccess.com/

About...

Ten Golden Rules just didn’t help Kendelle Pollitt grow her law firm but we watched her become a local powerhouse in the process. In this case study, I walk you through the exact strategies we used to help Pier Law and Mediation grow 477% in just three years. From showing up in Google’s AI search to converting higher-value clients with better intake systems, we discuss what it really takes to scale with intention. We talk about what worked, what didn’t, and how focusing on the right clients, the right content, and the right systems led to exponential results. If you’re trying to grow your practice without burning out, Kendelle’s story will show you what’s possible.

Key Topics

01:29 – How Pier Law achieved 477% SEO growth and 350%+ lead increase

04:54 – Why opening in underserved communities helps growth and visibility

06:56 – Managing cross-border legal cases with US partners effectively

10:36 – Using conflict resolution training to de-escalate early in family law

13:03 – What a national award meant—and how they leveraged it for more leads

14:57 – The mindset shift from lawyer to business owner

17:22 – How niching down built consistency across locations and teams

19:43 – Why serving high-net-worth, cross-border clients works for them

20:56 – Niching helped them grow faster and made onboarding new team members easier

22:43 – SEMrush data shows 497 ranking keywords after deep SEO strategy

24:56 – How they eliminated bad leads by tightening the intake process

27:06 – Intake tips: empathetic language, follow-ups, and consistency

29:01 – Monthly performance meetings keep the team aligned and accountable

30:26 – How they landed top spots in Google’s new AI Overviews

31:46 – The secret: create Q&A videos based on common legal searches

36:18 – How those videos now bring in thousands of views and direct client leads

38:16 – Using cascading content to repurpose videos across platforms

39:28 – Local networking and giving back helped drive referrals and trust

41:13 – How to find and build COI (Centers of Influence) relationships

42:50 – Why women-led business groups like Soroptimist created deeper community roots

44:08 – Practical advice for starting out: pick one personal and one professional group

46:22 – Why board involvement leads to faster growth and better connections

48:44 – How masterminds and legal peer groups help scale smarter, not harder

52:19 – She now travels quarterly to meet her mastermind group for strategy and support

55:25 – What she looked for in choosing a good agency—and what actually mattered

58:13 – From the agency’s view: why great clients get great results

1:03:58 – The biggest growth mindset shift: "who, not how"

1:08:54 – Early steps: referral letters, community calls, and a strong website

1:13:22 – No magic bullet, but hiring the right partners made all the difference

Resources Mentioned

Books

• Who Not How by Dan Sullivan - https://a.co/d/jgM1cEZ
• Buy Back Your Time by Dan Martell - https://a.co/d/eHOZHWn

Software/Tools

• SEMrush - SEO tracking tool used to measure keyword growth and Google rankings - https://www.semrush.com
• Google Search Console - Used for in-depth SEO diagnostics and performance tracking. - https://search.google.com/search-console
• Google Ads (Pay-Per-Click) - Paid advertising platform...

I’ve seen too many law firms miss the mark with content that sounds smart—but doesn’t connect or convert or trigger free SEO traffic. That’s why David Arato and I teamed up to outline the 10 Golden Rules of Content Creation for Law Firms. Drawing from both of our backgrounds in law (David was the attorney) and digital marketing, we created a framework that helps firms write in a way that Google understands, clients relate to, and fellow attorneys respect. We covered everything from avoiding legal jargon to using AI-friendly formats, all with a focus on practical strategies that actually work. Whether you’re writing content yourself or reviewing what your agency delivers, these rules will help you create with more clarity, more purpose, and better results.

Key Topics

04:41 – Golden Rule #1 - Avoid Legal Jargon - The importance of writing for your client and matching how people actually search.

08:07 – Golden Rule #2 - Answer Questions - How answering client FAQs is now the most valuable SEO tactic and how Google’s AI Overviews and PAA (People Also Ask) results reward this strategy.

15:37 – Golden Rule #3 - Leverage Multiple Content Formats – How to cascade one video into blogs, social posts, and Google Business Profile in order to boost reach and ranking.

17:52 – Golden Rule #4 - Create Educational Resources - Why top-of-funnel content earns trust before clients are ready to hire and how education content builds long-term value.

19:39 – Golden Rule #5 - Use Advanced SEO Strategies - Learn how to use long-tail keywords for better ranking and lead quality, pruning underperforming webpages and balancing content for three target audiences.

27:09 – Golden Rule #6 - Humanize Your Firm - Using personal stories, community involvement, and first-person language.

28:24 – Golden Rule #7 - Address Timely Legal Issues - The importance of sharing your take on timely issues to show expertise.

29:50 – Golden Rule #8 - Include Calls to Action in Every Piece of Content - Placing CTAs to capture leads without being pushy and avoid losing leads in the moment.

31:24 – Golden Rule #9 - Develop Consistent Brand Message and Voices Across all Content - How brand consistency across your site and social media increases trust and recognition.

34:16 – Golden Rule #10 - Implement the Easy Book Strategy - Turning your blog content into a professional ebook that builds authority and grows your list.

38:14 – Jay’s rapid fire questions for David re: technology, apps, books and sports.

Resources Mentioned

Books:

• The 7 Habits of Highly Effective People by Stephen R. Covey – https://a.co/d/4eSjoaU
• How to Win Friends and Influence People by Dale Carnegie - https://a.co/d/4eSjoaU

Podcasts:

• The Daily Stoic – https://podcasts.apple.com/us/podcast/the-daily-stoic/id1430315931
• The Daily (New York Times) – https://podcasts.apple.com/us/podcast/the-daily/id1200361736

Apps/Tools:

• Google Tasks
• Fiverr (for ebook formatting/design) – https://www.fiverr.com/

About our Guest:

David Arato, JD is the founder of Lexicon Legal Content, a content marketing agency specializing in high-quality, SEO-driven legal content for law firms across the U.S. and Canada. With a background in law and over a...

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

Key Topics

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Resources Mentioned

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

Software:

• TGR Boomerang – https://www.tengoldenrules.com
• Case Status – https://www.casestatus.com
• Hona –

Success in business starts with showing up, but Keith Wasserstrom shows us that true impact lies in turning simple interactions into lasting connections. As a seasoned business advisor and former attorney, Keith has mastered the art of networking and shares how lawyers and professionals can build relationships that drive results. In this episode, we explore his practical tips for creating meaningful conversations, leveraging personal branding, and finding opportunities in unexpected places. From strategies to stand out at events to advice on scaling a practice, Keith’s insights reveal how the right mindset and approach can transform your career and your life.

Key Topics

02:46 – How Keith helps business owners gain clarity and balance in their professional and personal lives.

03:43 – The importance of systematizing businesses, inspired by lessons from E-Myth.

05:05 – Encouraging sole practitioners to grow their practices by delegating and building a team.

06:39 – Why scaling a legal practice requires leveraging associates and systems to increase revenue.

07:54 – The concept of aligning passion and profession using the “Hedgehog” principle.

08:44 – Keith’s early networking success as a young associate and the power of relationship-building.

09:25 – Turning casual encounters at events into high-value business opportunities.

10:39 – Networking rule #1: Show up early to maximize quality conversations.

11:47 – Why introducing yourself and exchanging business cards is essential at noisy events.

15:22 – Building rapport through shared passions, hobbies, or interests as conversation starters.

16:55 – How following up with personalized touches solidifies professional connections.

19:29 – Leveraging board memberships to connect with people who share your interests.

20:31 – Contributing your skills to boards to build credibility and expand your network.

21:48 – Selecting the right networking group based on referral opportunities and target markets.

23:00 – How organizations like BNI and chambers of commerce help in structured networking.

24:04 – Using family or community activities, like coaching, as networking opportunities.

25:07 – Focusing on service over selling to build trust and long-term relationships.

25:40 – Building a personal brand through public speaking and starting a podcast.

27:20 – Quickfire questions on productivity tools and recommended reads.

Resources Mentioned

Books:

• E-Myth by Michael Gerber - https://a.co/d/1kzzeq5
• Atomic Habits by James Clear - https://a.co/d/5byiBcD
• 10 Secrets from the Legal Pad by Keith Wasserstrom (Available upon request with Keith).

Apps & Technologies:

• Buzz.ai – https://buzz.ai/ - all-in-one sales engagement platform

Websites:

1. Corporate Council Business Advisors - https://www.corporatecounsel.com/
2. BNI (Business Network International) – Structured networking group for professionals - https://www.bni.com/

About our Guest:

Keith Wasserstrom is an accomplished Executive and Business Coach specializing in helping small businesses double their profits within 12-18 months—guaranteed. As a part of System & Soul, Keith guides leadership teams in optimizing their systems, aligning their people with company values, and fostering...