Traditional SEO is dying. Pay-per-click is getting gamed. And most law firms are losing clients before marketing ever gets the blame.

This week we flip the script. My fractional CEO, Mandi Ellefson of Hands-Off CEO, puts me in the hot seat and interviews me on the biggest shift I've seen in 30 years of marketing law firms.

We get into why keyword-stuffed content and AdWords no longer deliver, how AI search now recommends just three or four names instead of a long list, why authenticity beats polish, and why most firms lose clients at intake instead of marketing. We also cover why niching down beats casting a wide net, and why marketing is an investment, not a cost.

If you're looking for practical growth advice, this is an episode worth witnessing.

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Most marketing advice tells you to spend more. Tyson Franklin says the smarter move is to be first. Whoever markets a service or a piece of equipment first owns that space.

Tyson is one of the sharpest marketing minds I know. He is a business coach, best-selling author of It's No Secret There's Money in Podiatry, and host of the Podiatry Legends podcast. Over 30 years, he built, scaled, and sold more than 20 podiatry practices across Australia before moving into coaching and podcasting full time.

If you're looking for practical growth advice, this is an episode worth witnessing.

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He's a podiatric surgeon, an Army veteran, and a private pilot who flies his own airplane across the country, and he's built Sunshein Podiatry one of Ohio's most trusted foot-and-ankle practices without ever chasing the biggest patient numbers.

Dr. Sunshein has stood out for over 30 years: he treats marketing the same way he treats patients: comprehensively, personally, and always looking for the "why."

In this episode, he shares how a refreshed website, patient reviews, video content, and serious investment in treatment technology have kept his practice thriving, and why he actually decided to see fewer patients per day.

If you're looking for practical growth advice for an independent practice, this is an episode worth witnessing.

Listen now, and subscribe so you never miss an episode.