Why Every Lawyer Needs a Podcast—How Lawyers Are Building Authority and Referral Networks Through Podcasting

Conrad Saam | Mockingbird

After leading marketing efforts for Avvo, Conrad Saam founded Mockingbird, an online marketing agency focused exclusively on legal. Called the “oeGary V of Legal”, Conrad is the author of Own the Map published by the American Bar Association and The FindLaw Jailbreak Guide, co-host of Lunch Hour Legal Marketing with Gyi Tsakalakis, a Google Small Business Advisor, and held positions for various ABA’s Practice Management marketing committees.

A semi-professional bridge arsonist, Conrad enjoys publishing Cease and Desist letters from unscrupulous legal marketing vendors. He once bought the keyword, “oemesothelioma lawyer” for $4.76. Conrad is the proud owner of Zippy, the first and only chicken to be awarded the Lawyers of Distinction Top 10% Award, which recognizes lawyers duped into buying a $700 annual subscription to a plaque.

Gyi Tsakalakis | AttorneySync

Gyi Tsakalakis founded AttorneySync because lawyers deserve better from their marketing people. As a non-practicing lawyer, Gyi is familiar with the unique considerations of ethically and effectively marketing a law practice online. He regularly writes and speaks about online legal marketing. He’s always open to talking shop, but if you really want to get him fired up ask him about Michigan football, coffee, or whiskey.

Benjamin Gold | Lawyer Stories

Benjamin Gold is a 2002 graduate of the University of Massachusetts-Amherst and a 2006 graduate of Roger Williams University School of Law. Ben is licensed to practice law in Connecticut, Maine and Massachusetts and is the Executive Director of the North Central Massachusetts Housing Authorities. He is also the founder of Lawyer Stories, which he launched in July 2017. Lawyer Stories has evolved from a small series of posts on Instagram into a global network of diverse lawyers and law students connecting and sharing their stories. It is a community dedicated to featuring lawyers and law students’ narratives regarding their personal challenges, inspirations, and motivations before and during their journeys to enter the legal profession. Lawyer Stories can be found on Instagram @lawyer_stories and on Facebook.Com/Lawyerstories.

As of today, there are approximately 56k followers on Instagram and over 9k followers on Facebook. Lawyer Stories launched a podcast in February 2020; The Lawyer Stories Podcast with Benny Gold can be seen on YouTube and heard on Apple and Spotify amongst other platforms. Lawyer Stories has also hosted networking events in Miami, New York City, and Boston. The website is located at www.thelawyerstories.com.

Session I – What Lawyers Should Think About Before Starting a Podcast | 1:00pm – 3:10pm

• Know your “Why”
  • Don’t start a podcast just to have one. Define your goal: Is it to attract clients, build authority, network with referral sources, or educate the public?
• Be human and authentic
  • Don’t try to sound like a lawyer reading a deposition. Be conversational and real. Authenticity builds trust more than polish
• Focus on the audience, not yourself
  • Avoid “vanity podcasts.” Think about what your clients care about, not your resume. Talk about their problems, not your firm’s history
• Be consistent
  • Don’t drop three episodes and disappear. Pick a schedule (weekly, monthly, etc.) and stick with it. Consistency > frequency
• Make it strategic
  • Tie your podcast into your broader marketing efforts (SEO, content, social). Let the podcast support your overall growth plan

Break | 2:00pm – 2:10pm

• Promote the hell out of it
  • Don’t just publish, repurpose. Turn episodes into blog posts, video clips, quote graphics, and email content. Promote across platforms
• Leverage guests
  • Guests expand your reach and build relationships. Think of podcasting as a strategic networking tool
• Don’t overthink the tech
  • Start simple. A decent USB mic and basic editing tools are enough. Don’t let tech be your excuse not to start
• Stay ethical
  • No legal advice. Add disclaimers. Don’t create attorney-client relationships. Watch what you say and how you say it
• Track results
  • Downloads are nice, but track leads, referrals, and traffic. Use landing pages, custom URLs, or unique offers to measure impact

Break | 3:10pm – 3:20pm

Session II – Podcasting for Legal Professionals: Navigating Ethics, Branding & Compliance | 3:20pm -3:50pm

• Understanding the latest changes to ABA Model Rule 7.2
  • Recent revisions and their impact on lawyer advertising
  • How states are interpreting and adapting these changes
• Ethical and legal boundaries for lawyers on podcasts
  • What you can and can’t say publicly as a practicing attorney
  • Real-world examples of ethical pitfalls
• Avoiding the unauthorized practice of law (UPL)
  • Structuring podcast content to educate, not advise
  • Avoiding jurisdictional overreach and client confusion
• Crafting effective and compliant CTAs, disclaimers & disclosures
  • Sample language that protects you and your firm
  • Placement and delivery best practices
• Branding without overstepping
  • Aligning your podcast voice with your firm’s mission
  • Staying authentic while remaining ethically sound
• Launching and sustaining a legal podcast
  • Tools, format ideas, and scheduling strategy
  • Building a loyal audience while remaining compliant