In the two-part finale of the 10-part series, Shane Smith and Trevor White break down the “Shock and Awe” follow-up system that helps firms stand out quickly. They explain what a shock and awe package really is (your “love me book”), why consistency drops during staff turnover, and how to systematize reporting so key routines never disappear. They also cover how to decide who gets physical mail vs digital, why even small swag can increase response and trust, and why you should study competitor marketing to stay ahead, without crossing the line into stealing.

The Legal Edge

"Unlock the Edge"

Get your FREE copy of The Power of the Pivot and learn more at https://www.legaledgecoaching.com/go/

In this episode of Legal Edge Coaching, Shane Smith and Trevor White break down the real role of testimonials, reviews, and case studies in growing a law firm from a few million to 10M and beyond. They explain why social proof is not optional, how Google reviews affect your local visibility, and why a mix of raw, handwritten, and produced testimonials beats polished but fake looking content every time.

Shane shares how his firm used stacks of handwritten surveys, on the spot office testimonials, and detailed case studies to close skeptical prospects and speak directly to their real avatar: regular injured people, not just million dollar cases. Trevor explains the difference between quick testimonials, deeper case studies, and how each should be used in marketing, sales, and follow up to pre sell prospects before you ever get on the phone.

They also dive into hot button issues: why you must never fake testimonials, how to ethically coach happy clients so their reviews are actually usable, what to do when a disgruntled ex-employee or non-client review bombs your Google profile, and why a perfect 5.0 rating can actually make you look less credible. The episode closes by stressing one key idea: build a simple system so every client is asked for a testimonial, every time, and let consistency compound into a wall of social proof that sells your firm for you.

If you want more free training on intake, systems, and firm growth, visit legaledgecoaching.com. Shane and Trevor are also opening a few 1 to 1 coaching slots to help firms that feel stuck at a revenue plateau identify bottlenecks and break through.

The Legal Edge

"Unlock the Edge"

Get your FREE copy of The Power of the Pivot and learn more at https://www.legaledgecoaching.com/go/

Shane and Trevor break down the truth about law-firm websites and SEO: what actually matters, what to ignore, and where to spend your first 5K if you’re not a big player yet. They cover business-card sites vs. SEO sites, why dot-com domains and professional email matter, how to avoid “page one in 32 seconds” vendors, and why pulling back on marketing in Q4 wrecks next year’s numbers. You’ll learn how to use Google Business Profile and LSAs for near-term cases, the 5-metric rule for vendor accountability, and how to stop the “feast and famine” cycle by stabilizing spend and tracking cost per case. Plus, a candid chat on handling bad reviews, setting contracts, using a fractional CMO, and why nobody truly “does it alone.”

The Legal Edge

"Unlock the Edge"

Get your FREE copy of The Power of the Pivot and learn more at https://www.legaledgecoaching.com/go/

Trevor White and Shane Smith wrap up their 3-part series on law firm marketing with a blunt truth. Stop guessing. Start measuring. This episode shows you how to build a simple scorecard, read it, and find the real leak in your marketing machine.

They break down cost per lead, cost per appointment, show rate, close rate, CAC, lifetime value, and why benchmarks keep your ego honest. Shane shares hard lessons from bot traffic and a pricey Yellow Pages buy that looked busy but did not convert. Trevor admits he almost shut off a campaign while secretly closing 62 percent of cold leads. The fix was in the funnel, not the ads.

You will learn what to track weekly, how to separate branding from true marketing, simple ways to make “untrackable” channels more measurable, and why predictability cuts stress, protects cash flow, and saves your sanity. Big or small, treat your practice like a business. Build the dashboard, follow the numbers, and make changes based on facts, not feelings.

Call to action. Visit LegalEdgeCoaching.com for free training and a deep dive on your KPIs and funnels.

The Legal Edge

"Unlock the Edge"

Get your FREE copy of The Power of the Pivot and learn more at https://www.legaledgecoaching.com/go/

In this episode of The Legal Edge Coaching Podcast, Trevor White and Shane Smith expose the real truth behind law firm marketing — from shady ad vendors to wasted budgets and broken systems. They break down how most lawyers are leaking money without realizing it, why your ROI isn’t about how much you spend but how well you measure, and how AI is about to flip SEO and ads on their head. From landing pages and drip campaigns to “ROAS” reality checks and fake vendor metrics, this one’s a wake-up call for any lawyer trying to grow their firm without burning cash. Part 2 of the 3-part deep dive on law firm marketing

Watch if you want to:

* Stop wasting money on bad ads

* Learn how to build a marketing machine that actually converts

* Hear the unfiltered truth about vendors, SEO, and AI in legal marketing

Legal Edge Coaching — by lawyers, for lawyers.

???? Visit LegalEdgeCoaching.com for free training and to audit your marketing machine.

The Legal Edge

"Unlock the Edge"

Get your FREE copy of The Power of the Pivot and learn more at https://www.legaledgecoaching.com/go/

Trevor White and Shane Smith kick off a 3-part deep dive on law firm marketing. In part one, they break down positioning and why most firms think they need more ads when they actually need clearer messaging. Shane shares how PI seasonality shifts during the holiday “vortex,” why “colors and logos” come after the message, and how to build a core story that sells on emotion, not logic. They cover avatar selection, authority, and the trap of generic taglines like “experienced” and “aggressive.” Takeaway: audit every touchpoint and do not spend another dollar on ads until your message makes you unmistakably different.

The Legal Edge

"Unlock the Edge"

Get your FREE copy of The Power of the Pivot and learn more at https://www.legaledgecoaching.com/go/

This episode of Legal Edge Coaching dives into the raw truth about building referral networks that actually make money. Shane Smith and Trevor White expose why most attorneys waste time “networking” without results, and how to fix it. Learn how to turn awkward coffee meetings into revenue, create lasting relationships with chiropractors and other partners, and build systems that generate consistent referrals even when you’re busy. From cold outreach scripts to long-term follow-up strategies, this episode shows you exactly how Shane built multi-million-dollar referral pipelines without spending six figures on ads.

The Legal Edge

"Unlock the Edge"

Get your FREE copy of The Power of the Pivot and learn more at https://www.legaledgecoaching.com/go/

In this episode of Legal Edge Coaching, Trevor White and Shane Smith reveal one of the most costly mistakes law firm owners make — ignoring their list. Trevor shares how he once literally threw away millions of dollars by misunderstanding the power of building and nurturing a contact list. Shane explains how his mentor, Dan Kennedy, drilled this lesson in early and how that single discipline fueled the growth of Shane Smith Law.

You’ll learn:

* Why your list is more valuable than your followers.

* How social media can vanish overnight (and take your leads with it).

* The simple, free way to start your own list today.

* How Shane turned cold contacts into referrals, revenue, and growth.

* The biggest myths that keep law firm owners broke and reactive.

If you’re building a law firm or business from scratch, this episode could save you years of lost opportunity — and maybe millions.

Legal Edge Coaching — helping lawyers grow their firms, reclaim their time, and build lasting systems for success.

???? Watch. Learn. Build smarter.

Visit www.LegalEdgeCoaching.com for free trainings.