Counsel Cast

How to Build a Human-First AI Marketing System That Doesn’t Kill Trust with Mike Montague

AI marketing does not fail because the technology is broken.It fails when humans disappear from the process.In this deeply grounded and forward-looking episode of Counsel Cast, host Karin Conroy sits down with Mike Montague, founder of Avenue Nine, to explore what it really means to build human-first AI marketing systems that protect trust instead of eroding it.Mike brings a rare perspective. He speaks fluent “nerd,” has spent 15+ years coaching enterprise sales teams, has executed campaigns for Fortune-level brands, and has performed on stages in front of tens of thousands of people. That combination gives him a unique lens on AI, marketing psychology, and why most current AI advice is dangerously shallow.Together, Karin and Mike dismantle the idea that AI is a shortcut or replacement for strategy. Instead, they frame AI as an amplifier. It magnifies whatever system already exists, whether that system is thoughtful and human, or generic and broken.This conversation goes far beyond prompts and tools. It explores trust, ethics, creativity, emotional labor, and why the most powerful use of AI actually makes marketing more personal, not less.📌 You’ll learn:Why “human-first AI” is not common sense in modern marketingThe subtle red flags that instantly signal AI-generated content and quietly destroy trustWhy AI always defaults to predictable, lowest-common-denominator answersHow to build a contextual AI system that actually sounds like youWhy remixing your content beats generating new content from scratchThe real danger of letting AI start the thinking instead of supporting itHow AI can personalize campaigns at a level humans never had time to do beforeWhy mass marketing is fading and individual-based marketing is risingWhere AI belongs, where it doesn’t, and why emotional work still belongs to humansHow to pressure-test your ideas by letting AI critique them before the market doesWhy “I’ll know it when I see it” is not a strategy (and how AI exposes that gap)💡 Featuring:Karin and Mike also unpack why AI slop is everywhere right now, how marketers accidentally sabotage trust through formatting mistakes and tone mismatches, and why letting AI “drive the bus” is the fastest way to dilute your brand.Karin and Mike give listeners actionable tips on:0:00 Introduction2:00 Why AI advice today feels shallow and incomplete5:00 The chainsaw problem, power without precision8:00 How trust gets broken through obvious AI signals10:00 Why AI defaults to predictable answers13:00 Building a context-driven AI system15:00 Human-first vs Terminator-style automation18:00 Personalization at scale without losing humanity21:00 Where AI belongs, and where it absolutely doesn’t25:00 Emotional work vs intellectual work29:00 Remixing content instead of creating more noise33:00 Why mass marketing is quietly dying37:00 AI as amplifier, not replacement41:00 Creative freedom, bandwidth, and better thinking45:00 Book recommendation and responsibility in the AI era48:00 Practical first steps for using AI the right wayResources mentioned in this episode:What to Do When it's Your Turn by Seth GodinConnect with Mike:Instagram: https://www.instagram.com/tobiegroup/LinkedIn: https://www.linkedin.com/in/mikedmontague/https://avenue9.com/Connect with meInstagramPinterestFacebookTwitterKarin on TwitterKarin on LinkedInConroy Creative Counsel on Facebookhttps://conroycreativecounsel.com

[Counsel Cast Chambers] Is your brand premium or commodity? with Johanna White

In this episode of Counsel Cast Chambers, branding strategist Johanna White shares insights on how law firms can distinguish themselves from the competition and attract high-value clients through effective branding.She outlines a three-step process to transform a firm's brand from commodity to premium: know your value, show your value, and add more value. Emphasizing the importance of clarity, consistency, and continuous evolution, she explains how establishing a strong brand foundation can instill confidence and build trust, ultimately leading to clients willing to pay more for premium services and exceptional experiences.Johanna gives listeners actionable tips on:00:00 Introduction to Branding for Law Firms00:51 Three Steps to Building a Standout Brand01:03 Knowing Your Value: The Foundation of Branding02:21 Clarifying Your Message for Premium Clients03:01 Evolving Your Brand Over Time04:05 Building Trust Through Your BrandConnect with Johanna here:https://www.instagram.com/designbyjostudio/ https://www.linkedin.com/in/johanna-white-designbyjo/https://www.facebook.com/Designbyjostudio https://www.designbyjostudio.com/ Connect with meInstagramPinterestFacebookTwitterKarin on TwitterKarin on LinkedInConroy Creative Counsel on Facebookhttps://conroycreativecounsel.com

Fix Your Law Firm’s Ads with a Fortune 500 Playbook with Ryan Burch

Most law firm ad campaigns fail for a simple reason. They are turned on before the foundation is built.In this strategic and refreshingly honest episode of Counsel Cast, host Karin Conroy is joined by Ryan Burch, founder of Tobie Group, an advertising and marketing consultancy known for bringing Fortune 500-level strategy to small and mid-sized businesses.Ryan breaks down why digital advertising platforms are not magic buttons, why “testing everything” is not a strategy, and why many law firms are unknowingly burning money by skipping the most important step, defining the right audience before launching ads.Together, Karin and Ryan explore what law firms actually need in place before running ads, how to diagnose what’s broken when campaigns stall or fail, and why you cannot use advertising to fix a weak marketing foundation.This episode reframes ads not as a quick win, but as a system that only works when the right inputs, tracking, and strategy are already in place.📌 You’ll learn:Why most law firm ads fail before they even launchThe difference between a goal and an actual marketing strategyWhy “audience first, always” changes everythingHow throwing money at ads without a foundation creates false conclusionsWhy digital ad platforms are powerful and dangerous at the same timeWhat law firms misunderstand about testing and experimentationHow to diagnose whether ads failed or the strategy didWhy your current clients are not always your ideal clientsHow market shifts and new competitors silently raise ad costsWhy marketing foundations must be revisited quarterlyThe real reason “it didn’t work last time” is often misleading💡 Featuring:Real-world case examples of law firms running ads without a strategic foundation, behind-the-scenes breakdowns of how legacy landing pages, outdated tracking, and misaligned audiences quietly drain budgets, and firsthand stories of campaigns that “failed” only because the inputs were wrong. Ryan shares how ad platforms amplify whatever system already exists, why spaghetti-at-the-wall testing creates false conclusions, and how firms unknowingly sabotage performance through messy websites, conflicting call tracking, and abandoned marketing remnants. Karin and Ryan unpack how Fortune 500-style thinking, clear audience definition, clean analytics, and disciplined systems turn ads from an expense into a predictable growth lever.Karin and Ryan give listeners actionable tips on:0:00 Introduction2:00 Why ad platforms feel powerful but confusing5:00 The danger of trusting platforms without strategy8:00 Why “we want more money” is not a strategy10:00 Defining the right audience before running ads13:00 Why your current clients may not be ideal clients15:00 Market shifts, competition, and rising ad costs18:00 Why foundations must be revisited regularly21:00 Diagnosing failed ad campaigns25:00 The role of tracking and analytics29:00 Cleaning up websites and legacy marketing clutter33:00 Why systems beat one-off wins37:00 Art, science, and human psychology in marketing41:00 Where AI fits and where it doesn’t45:00 SEO, brand signals, and modern discovery48:00 Practical next steps for law firms50:00 Book recommendation and closing thoughtsResources mentioned in this episode:Beyond Entrepreneurship 2.0 by Jim Collinshttps://adsreportcard.com Connect with Ryan:Instagram: https://www.instagram.com/tobiegroup/ LinkedIn: https://www.linkedin.com/company/tobiegroup/ YouTube: https://youtu.be/a9EVr6NVN1g https://tobiegroup.com/ Connect with meInstagramPinterestFacebookTwitterKarin on TwitterKarin on LinkedInConroy Creative Counsel on Facebookhttps://conroycreativecounsel.com

[Counsel Cast Chambers] Fast Sites, Faster Results: Why Speed Matters

In this episode of Counsel Cast Chambers, digital marketing and conversion expert Jon Weberg shares powerful insights on how website speed can significantly impact your law firm's growth. Learn why having a dedicated server is crucial for optimal performance, how to streamline user experience by reducing form fields and simplifying processes, and why lead quality is paramount for profitability. Follow along as Jon explains how to move users through your website faster, enhance lead generation, and improve client conversion rates. Don't miss these essential strategies for expediting growth and enhancing your firm's digital presence.Jon gives listeners actionable tips on:00:00 Introduction: The Hidden Cost of a Slow Website00:05 Expert Insights: Jon Weberg on Website Speed00:42 Dedicated Servers: The Key to Reliable Performance01:42 Streamlining User Experience for Better Conversion01:59 Simplifying Forms and Processes03:34 Maximizing Profitability Through Speed and Efficiency03:51 Lead Generation: Quality Over Quantity04:53 Building Strong Client RelationshipsConnect with Jon here:https://www.facebook.com/JonnyWebes/https://www.instagram.com/jonnywebes/https://www.linkedin.com/in/jonweberg/https://twitter.com/jonweberghttps://profitalize.com Connect with meInstagramPinterestFacebookTwitterKarin on TwitterKarin on LinkedInConroy Creative Counsel on Facebookhttps://conroycreativecounsel.com

The Cyber Threats Lurking in Your Law Firm’s AI Stack with Tom Kirkham

Cyber warfare is no longer a distant threat reserved for governments and billion-dollar corporations. In this eye-opening episode of Counsel Cast, host Karin Conroy sits down with Tom Kirkham, cybersecurity expert and CEO of Kirkham Iron Tech, to reveal how AI, ransomware, deepfakes, and social engineering are now actively targeting law firms of every size.From fake text messages and phishing emails that fool even seasoned professionals, to nation-state level cyber weapons being used against small firms, Tom explains why no law firm is too small to be a target and why human behavior, not just technology, is the weakest link in every breach.They break down the real cost of ransomware attacks, why paying the ransom is often only the beginning, how long-term backdoors are planted during “simple” attacks, and why 40–60 percent of small businesses never recover after a major cyber incident.This episode delivers a clear message. Cybersecurity is no longer optional. It is a core leadership responsibility.📌 You’ll learn:Why ransomware is now the number one cyber threat facing law firmsHow AI is being used by both hackers and defendersWhat “Human In The Loop” security really meansWhy 95 percent of major cyber breaches begin with human errorHow deepfakes and voice cloning are already disrupting trust in legal systemsWhat an EDR is and why every firm must have oneWhy IT and cybersecurity are two different specialtiesHow law firms become targets through LinkedIn and public dataThe true cost of a law firm being down for just one hourWhy cybersecurity awareness training is the cheapest and most powerful defenseHow ransomware attacks often hide advanced persistent threats inside themWhat law firm leaders must stop delegating and start owning💡 Featuring:Real-world case examples of ransomware attacks against small and mid-sized law firms, behind-the-scenes breakdowns of how nation-state cyber weapons trickle into everyday business attacks, and firsthand stories of long-con scams like “pig butchering” that quietly drain trust before the real breach hits. Tom shares how AI is now used to scrape LinkedIn, map law firm org charts, clone voices, and generate flawless phishing campaigns that bypass traditional spam filters. Karin and Tom give listeners actionable tips on:0:00 Introduction and today’s cyber threat landscape1:00 How cyber attacks have evolved with AI5:00 Why ransomware is still the greatest threat to law firms9:00 Why law firms are valuable targets, even the smallest ones12:00 The danger of putting confidential information into AI tools15:00 Deepfakes, voice cloning, and erosion of trust19:00 Why most security breaches are caused by human behavior23:00 The rise of long-con scams and “pig butchering” fraud26:00 How attackers use LinkedIn and public data to target firms30:00 Why firing the employee who clicked is the wrong response33:00 The NIST Framework and the five pillars of cybersecurity38:00 How EDR tools actually stop modern attacks41:00 Business continuity, disaster recovery, and real downtime costs45:00 The financial reality of cybersecurity investment48:00 Why 40–60 percent of small firms never recover from breaches50:00 Book recommendation and the role of culture in security57:00 The first step every firm should take today1:01:00 Final thoughts on leadership, responsibility, and actionResources mentioned in this episode:This Is How They Tell Me the World Ends by Nicole PerlrothConnect with Tom:YouTube: https://youtu.be/MVsyN0464ZM Instagram: https://www.instagram.com/kirkhamirontech/ Twitter: https://x.com/kirkhamirontechLinkedIn: https://www.linkedin.com/company/51698665/Facebook: https://www.facebook.com/kirkhamirontech https://www.kirkhamirontech.com Connect with meInstagramPinterestFacebookTwitterKarin on TwitterKarin on LinkedInConroy Creative Counsel on Facebookhttps://conroycreativecounsel.com