315: Email is the Most Under-leveraged Marketing Channel for Lawyers (with Tyler Cook)

Email isn’t dead—it’s dominating. In this episode, email marketing expert Tyler Cook explains why email remains the highest ROI marketing channel for lawyers (and just about everyone else). You'll learn: Why email still outperforms social media by a mile What kind of emails people actually want to read The 3 automations every lawyer should set up—no exceptions How to use AI to write powerful emails fast (without sounding robotic) The truth about open rates, sender reputation, and avoiding spam filters Whether you're brand new to email marketing or ready to take your list to the next level, this episode gives you a clear roadmap—and some surprising tactics most lawyers miss. Plus: Tyler shares his favorite pro-level deliverability tips, and how even a tiny list can bring in big results when used the right way. Resource Links Tyler Cook: LinkedIn profile Tyler Cook: Hypermedia website Tyler Cook: newsletter about email marketing Rand Fiskin (SEO expert) Perry Marshall (author of 80/20 Marketing book) Neverbounce (email verification) Beehiiv (email platform for newsletters) Hubspot (CRM and email sending platform) Dean Jackson (email marketing guru) Hoppy Copy (helps write good emails) Jarvis (AI-powered marketing copy) Copy.ai (marketing copy assistant) Google Alerts (get automatically notified of important news) ChatGPT Lab (a weekly AI workshop for lawyers) Apply to join the ChatGPT Lab The 80/20 Principle (my techlaw newsletter) The Inner Circle (my online community for lawyers) Follow and Review: I’d love for you to follow me if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to the sponsor: Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.  

Law firms love their SOPs—binders full of screenshots, arrows, and step-by-step instructions. But here’s the problem: they take months to build, cost thousands to produce, and go out of date the moment software updates. There’s a better way. In this episode, I break down how forward-thinking lawyers are replacing outdated SOPs with AI-powered prompt libraries that actually get work done. You’ll hear real examples, learn why prompts are more reliable than manuals, and see how this simple shift can save your firm hours every week. If your SOP binder feels more like dead weight than a useful tool, this episode will show you what to do instead. Episode Links ChatGPT Lab (a weekly AI workshop for lawyers) Apply to join the ChatGPT Lab The 80/20 Principle (my techlaw newsletter) The Inner Circle (my online community for lawyers) Follow and Review: I’d love for you to follow me if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to the sponsor: Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.  

AI is changing how people search for lawyers, and that means your website has to do more than just “look professional.” In this episode, Megan Hargroder (of Legends Legal Marketing) explains what works—and what doesn’t—when it comes to getting found online today.  Megan also shares a powerful new strategy for ranking ethically while building long-term trust with potential clients. Episode Links Legends Legal Marketing website Book a free strategy call with Megan ChatGPT Lab (a weekly AI workshop for lawyers) Apply to join the ChatGPT Lab The 80/20 Principle (my techlaw newsletter) The Inner Circle (my online community for lawyers) Follow and Review: I’d love for you to follow me if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to the sponsor: Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.  

When big news drops—whether it’s politics, celebrity scandal, or the launch of GPT-5—the internet spins into a frenzy of hot takes, half-truths, and hype. In this episode, we discuss the rollout of GPT-5 as a case study in how to filter out bad information, pace your learning, and make better decisions without getting sucked into the vortex. You’ll hear why intentionality matters more than speed, how to choose the right sources, and the simple habits that keep you focused on what’s real and useful. Resource Links ChatGPT Lab (a weekly AI workshop for lawyers) Apply to join the ChatGPT Lab The 80/20 Principle (my techlaw newsletter) The Inner Circle (my online community for lawyers) Follow and Review: I’d love for you to follow me if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to the sponsor: Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.  

As AI tools become more prevalent in law practice, how do we keep our client data secure? In this episode, we address the biggest risks lawyers face and how to navigate them without losing the benefits of tools like ChatGPT. You’ll hear the latest insights from a consensus group of 30 legal pros, including what paid AI tools to trust, how to enable privacy settings, and why redacting sensitive info (and getting client consent) is non-negotiable. Plus, a behind-the-scenes look at the ChatGPT Lab—your go-to hub for safe, effective AI use in law. General Resources OpenAI's FAQs on Memory Handling Carolyn Elefant's AI 'Teach-In' for Lawyers (get recordings here) Other Resources ChatGPT Lab (a weekly AI workshop for lawyers) Apply to join the ChatGPT Lab The 80/20 Principle (my techlaw newsletter) The 5 Pillars of a Tech-Powered Law Practice The Inner Circle (my online community for lawyers) Follow and Review: I’d love for you to follow me if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to the sponsor: Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.  

Too many lawyers focus only on digital marketing and overlook one of the most effective ways to reach clients: direct mail. In this episode, you'll hear from Wilson Zehr, the creator of ZairMail, about why direct mail remains effective and how his platform makes it as simple as sending an email. Wilson breaks down the costs, strategies, and formats that help lawyers connect with their ideal clients through the mailbox. General Resources Zair Mail Wilson Zehr's LinkedIn Profile Other Resources ChatGPT Lab (a weekly AI workshop for lawyers) Apply to join the ChatGPT Lab  The 80/20 Principle (my techlaw newsletter) The 5 Pillars of a Tech-Powered Law Practice The Inner Circle (my online community for lawyers) Follow and Review: I’d love for you to follow me if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to the sponsor: Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.  

How can a solo personal injury lawyer run a leaner, more profitable practice without sacrificing client service? Lee Rudin, a New Orleans-based attorney, shares the tech stack and outsourcing strategies that help him do exactly that. In this episode, you'll discover: The tools Lee swears by—like Text Expander, Demands AI, and File Vine—and how they save him hours every week How virtual assistants fit into his system and boost efficiency His approach to marketing with short-form video and social media to attract ideal clients Whether you're drowning in admin work or looking to future-proof your firm, Lee’s approach offers a real-world blueprint for using tech to scale smartly. General Resources Lee's Website: https://getrude.com Lee's Phone #: 833-GET-RUDE (toll-free number) Follow @GetRudeLaw on: Instagram, TikTok, YouTube Other Resources ChatGPT Lab (learn about this weekly workshop) Apply to join the ChatGPT Lab (get the most out of your subscription) The 80/20 Principle (my techlaw newsletter) The 5 Pillars of a Tech-Powered Law Practice The Inner Circle (my online community for lawyers) Follow and Review: I’d love for you to follow me if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to the sponsor: Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.  

The best way for lawyers to master AI is to deep on just one tool: ChatGPT. In this episode, you’ll learn practical tips for using it in your practice, why the paid version is worth it, and how to get the most out of it. You’ll also learn about the new ChatGPT Lab, a hands-on training program to help solo/small firm lawyers who want weekly guidance on using AI in their practice. General Resources Sign up for ChatGPT (get the $20/month version for maximum utiliity) ChatGPT Lab (learn about the weekly coaching program) Apply to join the ChatGPT Lab (get the most out your subscription) Other Resources The 80/20 Principle (my techlaw newsletter) The 5 Pillars of a Tech-Powered Law Practice The Inner Circle (my online community for lawyers) Follow and Review: I’d love for you to follow me if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to the sponsor: Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.  

Wisper Flow is a no-fuss AI-powered dictation tool that helps you put words into documents or emails three times faster than typing. Because it's powered by AI, it can pick up your style and get better over time. Also, it works fabulously with apps like ChatGPT and Perplexity. In this episode, you'll learn exactly how it can streamline your workflows and free your mind for higher-level work. Resource links Wisper Flow (special discount link) Other Resources The 80/20 Principle (my techlaw newsletter) The 5 Pillars of a Tech-Powered Law Practice The Inner Circle (my online community for lawyers) Follow and Review: I’d love for you to follow me if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to the sponsor: Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.  

Discover how legal research giants like LexisNexis and Westlaw are being disrupted by low cost AI tools like ChatGPT. Smart solo lawyers are ignoring overpriced AI tools favored by BigLaw in favor of cheaper, more innovative options. Listen to find out which AI-powered legal research options that deliver speed, savings, and simplicity without bloated price tags. Resources from this Episode Carolyn Elefant's LinkedIn Post  ChatGPT  Google NotebookLM  Midpage  Westlaw  LexisNexis CoCounsel (Thomson Reuters / Casetext AI assistant) Fastcase Vincent AI (Fastcase’s AI research tool) Clearbrief Microsoft 365 Copilot Other Resources The 80/20 Principle (my techlaw newsletter) The 5 Pillars of a Tech-Powered Law Practice The Inner Circle (my online community for lawyers)   Follow and Review: I’d love for you to follow me if you haven’t yet. Click that purple '+' in the top right corner of your Apple Podcasts app. I’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review” then a quick line with your favorite part of the episode. It only takes a second and it helps spread the word about the podcast. Thanks to the sponsor: Smith.ai Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai, you’re hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai.