This week, we are releasing a cleaned-up cut for one of our favorite episodes, which came out around this time last year. Enjoy Tom's conversation with Jason Abraham, the Owner and VP of the largest personal injury law firm in the Midwest!

Jason Abraham is the Owner and Vice President of Hupy and Abraham, S.C., an award-winning personal injury law firm. As a personal injury attorney, Jason has 30 years of experience in the legal field, earning numerous awards for his work. Jason earned a Juris Doctor from Marquette University Law School in 1992 and a Bachelor of Arts from the University of Wisconsin in 1989.

• Jason Abraham talks about his law firm’s marketing strategies through the years
• The benefits of using different marketing channels
• Jason shares his recipe for long-term success
• Finding an efficient philosophy for maintaining a perfect work ethic
• Jason discusses marketing strategies in a team dynamic

When considering your marketing approach, it’s important to have a clear goal in mind. Even though the path may not always be clear, success can still be achieved by understanding the key components of leading marketing strategies.

Some people might arrange these components in a list and call it a recipe, but to Jason Abraham, long-term success is much more than that. Developing mental fortitude is a crucial step toward planning for your business growth. As you are set on the “big picture,” it’s important to understand the challenges that come before and after success, and how to overcome them.

In this episode of The World of Marketing Podcast, Tom Foster Jr. is joined by Jason Abraham, personal injury lawyer, Owner, and Vice President of Hupy and Abraham, S.C. They talk about the evolution of marketing strategies, how utilizing marketing channels can present different opportunities, realistic approaches for long-term success, and how to be creative in a marketing team environment.

• Tom Foster Jr of Foster Web Marketing
• Jason Abraham of Hupy and Abraham, S.C.

This episode is brought to you by Foster Web Marketing.

Foster Web Marketing is dedicated to providing cutting-edge, highly customizable marketing and strategic solutions specifically designed for law firms and medical practices.

Our award-winning marketing and systems solutions are what sets us apart from everyone else.

Sandra Maxey is a woman with widespread interests! She is an accountant by trade, acting as the Controller for patent law firm Harrity & Harrity, LLP, in Fairfax, Virginia. However, much like Harrity’s culture, her professional life expands into corporate social responsibility (CSR); diversity, equity, and inclusion (DEI); and environmental, social, and governance (ESG) issues. She is on the Board of Directors for the non-profit ZERO Prostate Cancer based in Alexandria, Virginia, as well as a women’s self-defense trainer! While her day job focuses on keeping track of the money for a successful, local law firm, her influence expands into the social issues of today.
Here’s a Glimpse of What You’ll Learn

0:00 Intro
2:06 The Snowbird Lifestyle
4:47 Sandra’s Experience at Harrity & Harrity
8:07 No Thumbs in Butts
9:43 Sandra’s Background
10:25 How It All Started
12:44 Sandra’s Proudest Moment
15:00 Sandra’s Mentors
16:31 Guided Meditation Goes The Distance
16:41 Tom Meditates
19:06 Sandra’s Adventures
19:15 Sandra Jumped Out of an Airplane (& regrets it)
22:18 Sandra’s Book Recommendations
The Happiness Advantage - Shawn Achor
The Four Agreements - Don Michel Ruiz
24:32 About Harrity & Harrity

It can be argued that two major factors of business are money and culture. Sandra Maxey is at the crossroads of both. She and Tom discuss the benefits that come from allowing employees to give back to the community their business operates in and how to better the lives of a company’s stakeholders. Her background and story is one of adventure and curiosity and she explains how it led her to where she is today. Along the way, she also shares a few resources to improve employee satisfaction and efficacy.

Speakers Featured in this Episode
Tom Foster of Foster Web Marketing
Sandra Maxey of Harrity & Harrity, LLP and ZERO Prostate Cancer

Robert Ingalls is a legendary podcast producer for those in the legal profession! A former trial attorney himself, Robert speaks the same language as his clients as they start their own law-focused podcasts. His business, LawPods, works with attorneys and law firms around the country to build their own series that reflect their unique backgrounds and perspectives as they pertain to practicing law.

0:00 Introduction

3:20 How LawPods Got Started

9:33 Getting Into Podcasting

14:42 Leaving the Law

17:50 Following Your Passion

21:00 Robert’s Mentors

23:59 Learning From Mistakes

27:16 Investing in Yourself

30:49 How to Work With Lawyers

36:00 Working With FWM

42:15 Podcast Misconceptions

47:44 Wrapping Up

LawPods has grown considerably since its inception, from starting out working with small, local firms to landing larger institutions such as McGuireWoods, the Trial Lawyers University, and Foster Web Marketing’s very own Derrick Law Firm! Their podcast production team is familiar with effectively every discipline of law, size of firm, and personality of attorney that you can imagine. They produce great work for many law firms with fascinating stories. If your law firm matches that profile, reach out today!

- Tom Foster of Foster Web Marketing
- Robert Ingalls of LawPods

This episode is brought to you by Foster Web Marketing.

Foster Web Marketing is dedicated to providing cutting-edge, highly customizable marketing and strategic solutions specifically designed for law firms and medical practices.

Our award-winning marketing and systems solutions are what set us apart from everyone else.

Scott Duvall heads up the Video Production department here at Foster Web Marketing! He manages our in-house team of editors and interfaces with videographer contractors to bring a bit of video magic to our clients across North America. His team is behind virtually all the video content that comes out of Foster Web Marketing (including this podcast and our new web series covering the latest news in digital marketing).

Scott has been with the company for over 2 years. He started out as Senior Digital Marketing Strategist and SEO Analyst and has brought that expertise into the video realm to help our clients expand their reach and connect more deeply with their audience. Outside of work, he’s a candidate for an MBA and an MS in Television and Media Management at Drexel University.

• Scott’s Start with FWM
• The Beginning of FWM’s Video Marketing
• FWM’s Production Process
• Bringing in Professionals
• The Value of Content Videos
• Prepping Clients for Video Work
• Storybrand Marketing
• Scott’s Motivators
• Scott’s Mentors
• Daily Rituals
• Craziest Thing Scott’s Ever Done
• Podcast Recommendations

Video marketing is the future of marketing. It’s been said a thousand times before, and it will continue to echo for years to come. At Foster Web Marketing, we understand this deeply and are committed to providing our clients with the best marketing assistance humanly possible. Our video production team pulls expertise from all things SEO, videography, video editing, motion graphics, storytelling, and the newer trend of StoryBrand marketing.

Tom Foster of Foster Web Marketing

Scott Duvall of Foster Web Marketing’s Video Production Department

This episode is brought to you by Foster Web Marketing.

Foster Web Marketing is dedicated to providing cutting-edge, highly customizable marketing and strategic solutions specifically designed for law firms and medical practices.

Our award-winning marketing and systems solutions are what sets us apart from everyone else.

This week, we're remastering one of our favorite episodes from this time last year.

Jim Heininger is the Rebrand Man! He's the mind behind Rebranding Experts, a Chicago-based agency focused on breathing new life into companies such as P&G, McDonald's, and more! With 30 years of branding strategy experience, he has designed the methodology used by his team to facilitate corporate rebrands. His multi-pronged approach to branding is the secret sauce behind the successful shifts that every company wants to see when faced with a need to adapt.

• What is Branding / Rebranding?
• Famous Rebrandings
• Refresh vs Reposition vs Rebrand
• Law Firm Branding
• How Jim Got Started in Rebranding
• Reflecting Your Values & Goals
• Rebrand Marketing Tactics
• Notable Rebranding Experts Success
• Measuring Success
• Rebranding Mistakes to Avoid
• Jim's Mentors
• Podcast & Book Recommendations

A successful rebrand involves so much more than a new logo or a name change for a business. Market research and an audit of associations the current brand has in the minds of consumers are necessary to get the ball rolling. Understanding the nuances of brand strategy, design and identity, corporate and leadership communications, change management, customer experience design, and marketing and public relations is key to standing up a new brand for consumers to latch on to and relate to. Learn more about the philosophy of rebranding with Jim Heininger!

• Tom Foster of Foster Web Marketing
• Jim Heininger of Rebranding Experts

This episode is brought to you by Foster Web Marketing.

Foster Web Marketing is dedicated to providing cutting-edge, highly customizable marketing and strategic solutions specifically designed for law firms and medical practices.

Our award-winning marketing and systems solutions are what sets us apart from everyone else.

Dr. Denis Cauvier and Dr. Nathalie Beauchamp are a power duo! Authors of several books individually, they have teamed up to develop two books focused on empowering businesses to overcome adversity and increase focus and productivity through the principle of hormesis! If you’re unaware of the term “hormesis,” you’re certainly not alone. Check out this episode to discover what has been holding your practice back from reaching the next level.

0:00 Introduction

1:57 Getting to Know Denis

3:45 Getting to Know Nathalie

5:07 Improving Resilience Through Hormesis

8:19 What Is Resilience in Business?

11:25 Right Brain Competencies + A.I. = Success

14:00 The Importance of Self-Responsibility

19:08 Finding Work-Life Synergy

23:06 The Nuances of Changing Habits

25:42 Sitting Is the New Smoking

27:00 How to Be Coachable

30:00 How to Be a Good Coach

32:52 Coach-Coachee Mutual Respect

36:24 Discovering Your “Why”

40:27 Closing Thoughts

Building Unshakeable Business Resilience and its companion Building Health Resilience Toolkit are two books dedicated to teaching the principle of hormesis to enhance an organization’s performance. In other words, they provide guidelines and insights into how organizations such as legal and medical practices can effectively microdose stressors into their workflow to develop opportunities for improvement in terms of synergy, focus, and productivity.

- Tom Foster of Foster Web Marketing
- Dr. Denis Cauvier of DenisCauvier.com
- Dr. Nathalie Beauchampof DrNathalieBeauchamp.com

This episode is brought to you by Foster Web Marketing.

Foster Web Marketing is dedicated to providing cutting-edge, highly customizable marketing and strategic solutions specifically designed for law firms and medical practices.

Our award-winning marketing and systems solutions are what set us apart from everyone else.

Dr. Andrew Schneider is a podiatrist and the medical director of Tanglewood Foot Specialists in Houston, Texas. Not only that, he is a video marketer extraordinaire! His practice has grown significantly by way of his YouTube channel–—a channel he has built from the ground up through DIY video production in his office. Attracting patients from all over the world, Dr. Schneider and his team provide answers and explanations for many of podiatry’s mysteries with a little movie magic.

0:00 Introduction

3:22 Shoot Your Own Video Presentation

4:17 Why Video

6:03 Why Doctors Need Video Marketing

6:55 DIY vs. Pro Videography

8:55 Research & Understanding Audiences

11:50 Finding Your Patient Avatar

12:39 Components of Patient Avatars

13:46 Who’s Watching Your Videos

17:49 Topics Viewers Want to Watch

19:03 Scripted vs. Unscripted

20:14 Importance of a Good Script

21:43 Understanding Your Objective

22:23 Knowing Your Audience

22:47 Writing Tips

24:18 Equipment Checklist

26:44 Lighting Essentials

29:25 Using a Backdrop

30:08 Teleprompter Overview

32:36 Captioning Your Videos

33:25 Tripod Setup

34:20 Setting Up to Shoot

35:15 Editing Your Video

37:35 Posting & Marketing Video

43:58 Closing Thoughts

Whether you’re looking to shoot your own video or work with a professional video production team, you can’t go wrong with using digital video as a new marketing channel. It’s the way of the future for podiatrists all over the world. As Dr. Schneider put it during our conversation, it’s the second largest search engine in the world with over a billion watching hours every day. When 62% of businesses use YouTube to market their services, you’re only missing out by not publishing your own videos. Take a look at this episode and learn what you can do to bring your marketing forward into the modern era.

- Tom Foster of Foster Web Marketing
- Andrew Schneider of Tanglewood Foot Specialists

This episode is brought to you by Foster Web Marketing.

Foster Web Marketing is dedicated to providing cutting-edge, highly customizable marketing and strategic solutions specifically designed for law firms and medical practices.

Our award-winning marketing and systems solutions are what set us apart from everyone else.

Josh Kropkof is a titan of email and SMS marketing in the eCommerce world. He and his brother Ben founded The Email Agency in 2018 after starting his online business journey as a law student at the University of Miami. Known as "the quiet kid" growing up, Josh found his voice as a close-up magician & talk radio host! Today, Josh has generated $50M+ in sales for eCommerce brands using email & SMS marketing, including brands such as Mixtiles, Craft Sportswear, and the Children’s Miracle Network.

0:00 Introduction

3:08 Revolutionizing Email for eCommerce

5:26 The Mixtiles Email Challenge

9:33 The Power of Client Testimonials

13:12 What Every Lawyer Needs to Hear

16:57 Creating a Conversation via Email

19:47 Most Companies Don’t Email Enough

24:51 What About Subject Lines?

28:38 Reaching Out to Josh

30:59 Closing Thoughts

The Email Agency unlocks the power of your email list with innovative and captivating messaging techniques and strategies. In an age where so much of marketing is controlled by social media algorithms and search engine algorithms, email-based outreach marketing is still alive and well. Step above the fray with thoughtful B2C communication delivered straight to client, patient, and customer inboxes with The Email Agency.

- Tom Foster of Foster Web Marketing
- Josh Kropkof of The Email Agency

This episode is brought to you by Foster Web Marketing.

Foster Web Marketing is dedicated to providing cutting-edge, highly customizable marketing and strategic solutions specifically designed for law firms and medical practices.

Our award-winning marketing and systems solutions are what set us apart from everyone else.