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The Law Firm Marketing Framework That Actually Works with Lynn Colepaugh
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In this episode of Counsel Cast, host Karin Conroy sits down with Lynn Colepaugh, founder of Cyber PR Army, to unpack why most law firms don’t fail at marketing because of talent, but because of chaos. Lynn shares her framework-first approach to creating marketing systems that protect your reputation, save time, and keep your firm’s messaging consistent even through turnover, regulation shifts, and daily fire drills.
They explore how to build simple, durable frameworks that free up billable hours, reduce decision fatigue, and make your marketing sound like you. From automating your inbox to taming your tech stack, Lynn shows how to delete duplication, clarify your voice, and scale your firm sustainably.
📌 You’ll learn:
- Why authentic tone is the #1 trust-builder in legal marketing
- Six neuroscience-backed motivators that shape every client decision
- The copywriting mistakes that make lawyers sound robotic (and how to fix them)
- When AI helps your marketing and when it kills your credibility
- How to use plain, emotionally intelligent language that converts without being salesy
💡 Featuring:
- Real examples from defense attorneys, brand messaging breakdowns, and a deep dive into The Crux by Richard Rumelt, a must-read on strategic clarity and problem-solving.
Whether you’re writing your own website, briefing your agency, or auditing your AI-assisted content, this conversation will show you exactly how to sound more human, and win more clients.
Karin and Rachel give listeners actionable tips on:
- 00:42 Why stiff lawyer bios repel clients (and what to say instead)
- 03:10 The defense attorney who chose handcuffs vs. the one who spoke to what’s at stake
- 06:43 “All copy is sales copy” without the sleaze
- 09:39 How language builds (or erodes) trust
- 16:18 The neuroscience of connection: six universal motivators behind human decisions
- 21:23 The truth about AI in legal marketing copy
- 27:11 Book Review: The Crux by Richard Rumelt, finding the real problem to solve
- 32:28 Coffee shop vs. 4 AM language: how to sound like yourself
- 36:58 The #1 copy change lawyers should make right now
Resources mentioned in this episode:
Connect with Lynn:
- LinkedIn: https://www.linkedin.com/in/lynncolepaugh/
- Instagram: https://www.instagram.com/lynncolepaugh/
- X: https://x.com/lynndaigle
- Facebook: https://www.facebook.com/cyberprarmy
- http://cyberprarmy.com/thecastle
Connect with me
- Karin on Twitter
- Karin on LinkedIn
- Conroy Creative Counsel on Facebook
- https://conroycreativecounsel.com
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