The Legal Edge: Marketing Smarter for Law Firms

The Legal Edge is for law firm owners and legal marketers who are serious about building practices that grow. Hosted by Rob Rosasco, a legal marketing strategist with 20+ years in the field, the show delivers direct, practitioner-level conversations with attorneys, consultants, and operators doing the real work of client acquisition, intake, and firm-building. No theory. No fluff. Just the strategies and hard-won lessons that move cases and grow practices. Built for consumer-facing law firm owners who want peer-level intelligence they can actually act on.

The Legal Edge: Marketing Smarter for Law Firms is a business podcast hosted by The Legal Edge, with 19 episodes on record and a Required Pod Score of 80.

The Legal Edge hosts The Legal Edge: Marketing Smarter for Law Firms, a business show with 19 episodes published.

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  Episode #19

  The Human Firewall with Matt Perry

  Oct 1, 202657 minS1

  Most law firms put their security budget into hardware. Matt Perry, IT and information security specialist at the Masters Law Firm in Charleston, West Virginia, says nearly every breach starts with a person, and that education will protect a firm better than any blinky light box. He has the stories to prove it. In this conversation, Matt and Rob trace his path from learning BASIC on an Atari 800 in 1982, to investigating financial and computer crimes for the Kanawha County Sheriff's Department, to joining the firm in 1999. His first big project there was scanning and indexing a tractor-trailer full of Fen-Phen discovery so the trial team could search it. Matt explains how the firm got through two ransomware attacks without paying, why a backup doesn't count until you've restored something from it, and the physical penetration test that ended with a well-liked attorney plugging a stranger's thumb drive into his own computer. He also shares what he does for the trial team, from straightening ties before the jury sees them to having an answer ready when a lawyer turns and asks, "Is there anything else I'm supposed to ask?" Plus how he set up ChatGPT to say "I don't know," and why he still won't put client medical records in the cloud. If you run a small firm and assume nobody would bother hacking you, this episode is a good reason to go check your backups and your front desk. Connect with Rob: LinkedIn: https://www.linkedin.com/in/rob-rosasco-57672a3/ Website: https://www.toodarnloudmarketing.com/ Connect with Matt: Email: theWestVirginiaPerrys@gmail.com Secure West Virginia: https://securewv.org Book: You're So Far Behind You Think You're In Front (https://www.amazon.com/dp/B08NYN1LWS?lv=shuf&channelId=500&plpRedirect=mhFallback)

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  Episode #18

  The Best-Kept Secret on AI in Law with Kimberly Russell

  Sep 17, 202644 minS1

  Most attorneys treat AI like a vendor problem. They wait for someone to sell them the perfect tool, or they avoid it entirely out of fear of sanctions. Kimberly Russell did neither. Kimberly is the founder and lead counsel at the Russell Law Firm. Before law school, she worked as a journalist, and she still approaches legal problems the way a producer approaches a story: starting with the end in mind. She spent years litigating mass tort cases, motion practice across multiple jurisdictions, and learning the hard way what parts of legal work are worth a lawyer's time and what can be delegated. But what sets Kimberly apart is how she thinks about technology. She didn't buy something off the shelf. She partnered with engineers who understand machine learning at the graduate level and built custom tools designed specifically for motion practice and litigation. Not chatbots that hallucinate case law, but deterministic systems that eliminate the risk of sanctions while moving work forward faster. She also trained large language models to understand her voice, her firm's objectives, and her niche, then used that foundation to generate a single LinkedIn post that pulled nearly 200,000 impressions and added 300 new followers in a matter of days. In this conversation, Kimberly and Rob break down the difference between law practice management AI and the tools you deploy in actual litigation, why most lawyers are approaching AI backwards by shopping for vendors before mapping their workflows, and how to use technology without getting sanctioned or losing your license. She walks through how she uses AI for legal research, document drafting, business development, and social media, and why she believes the lawyers who refuse to develop competency around this technology over the next two years are going to lose in the courtroom. Kimberly also talks about the emerging practice area she's building around AI harm, including cases involving deepfakes targeting minors, algorithmic employment discrimination, and product liability theories being applied to AI systems. She's tracking regulations and litigation in every state, advising businesses on liability, and co-counseling on cases that are reshaping how the law applies to technology. If you're a law firm owner who keeps putting off learning about AI, or you've tried it once and walked away frustrated, this episode will show you exactly what you're missing and how to start using it the right way. Connect with Rob: LinkedIn: https://www.linkedin.com/in/rob-rosasco-57672a3/ Website: https://www.toodarnloudmarketing.com/ Connect with Kimberly: Website: https://russellatlaw.com/ LinkedIn: https://www.linkedin.com/in/kimberly-lynn-russell/

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  Episode #16

  Why the Best Plaintiff's Attorneys Start on the Defense Side

  Aug 20, 202650 minS1

  Stolle Voigt was never supposed to be a lawyer. She grew up quiet, horse-obsessed, and far from any courtroom, until a cancer diagnosis at eighteen put her family in the middle of an insurance fight they didn't know how to win. The attorney who stepped in to help, a defense lawyer named Micah, became a mentor and close friend, and reshaped the entire direction of her life. Today Stolle is a partner at DLL Law, a Texas firm handling personal injury and commercial litigation out of Plano and Houston. She ran the trial advocacy program at Pepperdine Law School, finished second in the country in mock trial, and made partner faster than almost anyone Rob has interviewed on the show. What sets her apart is the path she took to get there: she worked plaintiff's side, then insurance defense, then came back to plaintiff's work, carrying the inside knowledge of how adjusters think with her the entire way. In this conversation, Stolle and Rob talk about why she believes plaintiff's attorneys with defense experience are simply better at the job, how a cancer diagnosis taught her patience she couldn't have learned any other way, and why she thinks the phrase "everybody hates us, so they need us" captures exactly what her profession gets wrong and right at the same time. She's honest about the reputation problem plaintiff's attorneys face, the difference between chasing a settlement and fighting for someone, and what it actually takes to market a firm without becoming the lawyer on the billboard. If you handle personal injury work, manage a firm, or want a clear-eyed look at what separates a good plaintiff's attorney from a bad one, this is a conversation worth your time.

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  Episode #15

  From the Pool to the Courtroom: How Abby Chin Leads Cooper Elliott

  Aug 6, 202638 minS1

  Most attorneys spend years waiting to be handed leadership. Abby Chin built it from scratch while still in her early career. As co-managing partner of Cooper Elliott, a 12-attorney plaintiff litigation firm in Columbus, Ohio, Abby became one of the youngest people to step into that role in the firm's 30-year history. She did it by drawing on something that had nothing to do with law school: a decade of training as an NCAA Division I swimmer who competed at the Olympic trials three times. In this conversation, Abby and Rob break down what it actually takes to run a successful litigation firm while still trying cases, how an athlete's discipline translates directly into courtroom preparation, and why the stereotype of the personal injury attorney misses the point entirely. Abby talks openly about the moment she knew trial work was where she belonged, what it is like to manage people older than you with grace and directness, and why she believes the true sign of leadership is knowing when to let go. Connect with Rob: LinkedIn: https://www.linkedin.com/in/rob-rosasco-57672a3/ Website: https://www.toodarnloudmarketing.com/ Connect with Abby: LinkedIn: https://www.linkedin.com/in/abbyfchin/ Website: https://www.cooperelliott.com/

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  Episode #14

  Why Your Microphone Beats Your Billboard: Bob Byrne’s Honest Take on Podcasting

  Jul 23, 202641 minS1

  Most attorneys who say they want to start a podcast never do. Most who do start one quit before it matters. Bob Byrne is neither. Bob is the president and managing shareholder at Martin Wren in Charlottesville, Virginia, with more than 20 years handling catastrophic personal injury and wrongful death cases. He is the only attorney in Virginia and one of roughly 100 in the entire country to hold a board certification in truck accident law from the Academy of Truck Accident Attorneys, a credential that requires years of verified experience, a written examination, peer references from opposing counsel, and judicial endorsements. A few years ago, Bob and his wife Lauren, a trial attorney and his co-counsel at Martin Wren, launched Trials of a Lawyer, a podcast built around the actual craft of trying cases. Two attorneys who try cases together and raise a house full of kids together, talking shop without a sales pitch attached. This conversation is not about whether podcasting is a good idea. Rob and Bob get into what it actually costs in time and commitment, who is and is not well suited to do it, how to navigate bar rules without neutering your content, what equipment actually matters, and what Bob has seen come back to him professionally since starting the show. Including cases, speaking invitations, and attorneys from across the country who recognized him at conferences before he knew who they were. If you are a firm owner who keeps telling yourself you need to start creating content, this is the honest read you have been looking for. Follow Rob and Bob: Connect with Rob: LinkedIn: https://www.linkedin.com/in/rob-rosasco-57672a3/ Website: https://www.toodarnloudmarketing.com/ Connect with Bob: LinkedIn: https://www.linkedin.com/in/robertebyrnejr Website: https://martinwrenlaw.com/about/attorneys/robert-byrne/

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