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Two popular podcasts featuring practical, actionable tips for growing and marketing a law practice have revealed format changes complete with games and Spotify playlists.
Lunch Hour Legal Marketing is tinkering with format changes in real-time, using the podcast as a live case study to demonstrate branding, marketing techniques, and other strategies for drawing in and engaging a target audience.
Hosts Gyi Tsakalakis and Conrad Saam considered renaming the podcast and changing up the music. They are now embroiled in a marketer v. marketer throw down. The marketer who can increase the audience base the most wins.
After more than a decade in production, Jared Correia’s Legal Toolkit released its reinvigorated format in October.
Correia says he opted for a more conversational approach with shorter segments to liven up his previous straight interview format. Not to mention, everyone and their brother is podcasting these days.
In the new format, Legal Toolkit takes a page from late-night with a monologue, a conversation with a guest, plus regular segments including skits and games.
Correia found influence from Bill Simmons’s “Grantland” and “The Ringer.”
“I wanted to combine legal and pop culture the way he combined sports and pop culture,” Correia says. “ Lawyers have other interests in their life outside of the law, and I wanted to make the show reflective of that, more holistic.”
Like Lunch Hour Legal Marketing, Correia’s format change is laced with practical lessons for listeners looking to improve their business models.
“I always err on the side of being bold, and I think that lawyers should be more aggressive in the way they market their practices,” Correia says.
Lawyers are often paralyzed by change if they can’t be perfect. Correia advises the approach he’s taking with the podcast format:
“Try marketing as a series of experiments. You’re testing things out, trying things. Then, you collect the data, gauge response, and see how things go. Maybe it works out, maybe it doesn’t, maybe it needs tweaking. You’re not going to bat a 1,000 anyway, so why not be yourself.”
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Molly McDonough, a longtime legal affairs journalist, is a producer for the current events show "Legal Talk Today." She also is a media and content strategist with McDonough Media LLC. McDonough previously served as editor and publisher of the ABA’s flagship magazine, the "ABA Journal." She writes about access to justice at "A Just Society."