Be-Picked

Andrew Colsky
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Be-Picked How Lawyers Get Clients Getting found isn’t the problem anymore. Getting chosen is. Be-Picked: How Lawyers Get Hired is the podcast for attorneys who want more than visibility—they want to become the lawyer clients actually choose. Every day, potential clients search Google, ask AI assistants, read reviews, visit law firm websites, watch videos, and compare attorneys. But being found doesn't guarantee you'll be hired. The decision to hire an attorney happens long before someone fills out a contact form. It happens while they're evaluating who seems the most credible, trustworthy, and capable of handling their legal problem. Each episode explores topics such as: Why experience and credentials alone no longer differentiate attorneysHow prospective clients decide which lawyer to call firstThe psychology behind trust and legal hiring decisionsHow podcasts, videos, reviews, and thought leadership influence client choiceWhy AI search is changing legal marketing—and how to stay aheadPractical strategies for becoming the attorney clients confidently hire Hosted by Andrew Colsky, founder of Be-Picked, the show features conversations with leading experts in legal marketing, AI search, branding, business development, psychology, and client decision-making. This isn't another podcast about getting more clicks or buying more ads. It's about building the kind of credibility that earns trust before the first consultation, attracts higher-value clients, strengthens referral relationships, and positions your firm as the obvious choice. Because getting found is only the beginning. Getting hired is what matters.

  1. 6d ago

    Law Firm SEO Is Not Dead, It Just Became AI Search

    Free for attorneys: the first chapter of Left of Trust, on why excellent lawyers get overlooked and what to do about it. Get it here: https://www.leftoftrust.com SEO is not dead, but the rules have changed fast. In this episode, Andrew Colsky and Kyle Bailey break down what actually gets businesses found in today’s search landscape, from Google’s shift toward AI search and fan-out queries to reviews, YouTube, blogs, and niche positioning. Kyle Bailey, founder of Frontburner Marketing and Roofer Rocket Marketing, shares what he has learned from decades of watching search evolve, and why businesses need to rethink how their websites and online presence prove relevance and trust. In This Episode, You’ll Learn: • Why broad, general businesses are getting squeezed out of AI-driven search • How fan-out queries are changing the way search engines find answers • Why your website is now a vetting device, not just a digital brochure • What review signals AI appears to use when evaluating businesses • How FAQs, blogs, and YouTube content can work together • Why niche positioning can help AI understand and trust your business • How broken heading tags and other website issues can hurt visibility • Why your website, YouTube, LinkedIn, blogs, and social media all contribute to online authority • How to create content around the questions your customers are actually asking Kyle also explains why he focused on roofing and created Roofer Rocket Marketing to serve a highly specific market, demonstrating how niche expertise can become a competitive advantage in AI-driven search. If you want your business to be recommended by AI instead of overlooked, this conversation offers practical insights into what is changing and what you can do about it. Chapters 00:00 Introduction to SEO and Search 05:16 The Evolution of SEO 11:20 The Maturity of Search Experience and SEO 16:36 Optimizing Website Content for AI Search 22:13 Optimizing Website Elements for SEO 27:40 The Impact of YouTube and Google Maps 34:21 Incorporating Your Story into Online Assets More from Be-Picked: Free chapter of Left of Trust: https://www.leftoftrust.com Take the free Credibility Assessment: https://www.credibilitygenerator.com Get the book: https://www.leftoftrust.com Work with Andrew, or book him to speak: https://www.andrewcolsky.com #lawyers #attorneys #lawfirm #legalmarketing #lawpractice #AIsearch

  2. Aug 31

    Small Law Firm Marketing Tips: Build Credibility With One Book

    Free for attorneys: the first chapter of Left of Trust, on why excellent lawyers get overlooked and what to do about it. Get it here: https://www.leftoftrust.com What if the fastest way to build authority is already sitting in your podcast, workshops, articles, and talks? Sheila Slick shows how entrepreneurs, especially service providers and lawyers, can turn spoken expertise into a published book that boosts credibility, opens speaking opportunities, and helps attract better clients. Andrew Colsky and Sheila break down a practical path from raw audio to a polished manuscript in as little as 2 to 3 hours, then into a full publishing workflow that can get you from story to book without staring at a blank page for months. If you have ever wondered how to repurpose your content into something that works as a business card, lead magnet, or authority asset, this conversation is packed with answers. You will discover: • Why a book still creates instant trust in a crowded market • How Pata Book AI uses three AI models to transcribe, analyze, and rewrite spoken content into narrative form • The difference between using the tool and using Sheila’s full publishing package • How podcasts, summits, speeches, articles, and training sessions can all become book chapters • Why self-publishing and print-on-demand have changed the game for experts who want control of their work Sheila also explains how the traditional publishing route can be slow, expensive, and gatekept by follower counts, while Amazon and IngramSpark now make it possible to publish on your own terms. Andrew adds the perspective of a lawyer and business owner who understands why trust, credibility, and consistency matter more than one-off viral attention when you are trying to grow a practice. This episode is especially valuable if you are a small professional service provider, law firm owner, consultant, or business leader who wants stronger marketing without constantly creating from scratch. Instead of producing more content and hoping it lands, you will hear how to turn what you already know into a permanent asset that can keep working for you. If you want more authority, more visibility, and a smarter way to market your expertise, this is essential listening. More from Be-Picked: Free chapter of Left of Trust: https://www.leftoftrust.com Take the free Credibility Assessment: https://www.credibilitygenerator.com Get the book: https://www.leftoftrust.com Work with Andrew, or book him to speak: https://www.andrewcolsky.com #lawyers #attorneys #lawfirm #legalmarketing #lawpractice #AIsearch

  3. Aug 24

    Why Doing Everything Yourself Makes Your Law Firm Worth Less

    Free for attorneys: the first chapter of Left of Trust, on why excellent lawyers get overlooked and what to do about it. Get it here: https://www.leftoftrust.com Most small service businesses are stuck doing $20-an-hour work while trying to build $200,000 businesses, and that is exactly why they feel overwhelmed, underpaid, and impossible to scale. Louis Swart shares the delegation and AI systems that turn a business from owner-dependent chaos into something that can actually grow, sell, and give you your life back. After selling a plumbing business at 25 and later exiting another company for $5 million, Louis learned the hard way that a business built on “I do everything” is worth almost nothing. He and Andrew unpack the brutal lesson of owner dependency, the hidden beliefs that keep professionals under-earning, and the exact mindset shift that helps you stop acting like the chief cook and bottle washer in your own company. You’ll discover: • Why “if you want it done right, do it yourself” is costing you money, time, and growth • The 2K Today formula for valuing your time and deciding what work only you should do • How to delegate in small, low-risk steps so trust builds instead of breaking • Why hiring someone who can do 60% of a task can compound your productivity fast • How AI tools and virtual assistants can take over email, content, formatting, social clips, and repetitive admin Louis also breaks down the real reason many entrepreneurs keep losing money even when sales are strong: limiting beliefs, money stories, and the pressure to stay “the underdog.” He and Andrew also tackle the AI panic head-on, comparing today’s shift to the printing press, calculators, the internet, and every other tool people were once afraid to use. If you’re a small professional service provider, a solo operator, or a founder who knows you should be focused on higher-value work but keeps getting pulled back into the weeds, this episode is a wake-up call. The opportunity is simple: delegate the low-value stuff, embrace the tools, and build a business that does not depend on you being in every task. Perfect for anyone searching for small law firm marketing tips, law firm digital marketing agency insights, or practical online marketing for law firm growth, especially if you want more visibility, more leverage, and more time. Louis Swart is a speaker, business coach, and founder of Ironbridge, where he helps business owners use virtual assistants and AI to delegate smarter and scale faster. Chapters 00:00 The Importance of Delegation 07:59 The Two K Today Formula 13:59 The Process of Delegation 19:36 The Power of AI in Business 31:14 The Fear of AI and Its Historical Context More from Be-Picked: Free chapter of Left of Trust: https://www.leftoftrust.com Take the free Credibility Assessment: https://www.credibilitygenerator.com Get the book: https://www.leftoftrust.com Work with Andrew, or book him to speak: https://www.andrewcolsky.com #lawyers #attorneys #lawfirm #legalmarketing #lawpractice #AIsearch

  4. Aug 17

    Lawyer Podcasting: Build Trust and Attract More Clients

    Free for attorneys: the first chapter of Left of Trust, on why excellent lawyers get overlooked and what to do about it. Get it here: https://www.leftoftrust.com Most law firms are trying to build trust in the wrong place. In this episode, Tom Fox shows how a niche podcast can become a credibility engine, a client-development tool, and a powerful business asset in a world reshaped by AI and changing search behavior. Andrew Colsky speaks with Tom Fox, the voice of compliance, about how he built a global practice through blogging, podcasting, and disciplined niche focus. Tom shares how a major career reset pushed him to rethink his work, and how that shift led to a media-driven strategy that helped him grow authority in a highly specialized market. What You’ll Learn: • Why narrowing your niche can make your firm easier to find and remember • How one podcast can create blogs, clips, newsletters, and more • Why lawyers should consider podcasting for business growth • Why audio can build trust differently than video • How consistency and daily content help you own your space Tom also explains why preparation matters more than luck, how AI is influencing discovery, and why attorneys who wait for the perfect marketing strategy risk falling behind. If you’re a lawyer or law firm looking to attract more clients, strengthen credibility, and turn expertise into a repeatable marketing asset, this episode offers a practical roadmap. More from Be-Picked: Free chapter of Left of Trust: https://www.leftoftrust.com Take the free Credibility Assessment: https://www.credibilitygenerator.com Get the book: https://www.leftoftrust.com Work with Andrew, or book him to speak: https://www.andrewcolsky.com #lawyers #attorneys #lawfirm #legalmarketing #lawpractice #AIsearch

  5. Aug 10

    The Hidden LinkedIn Strategy: Find Referrers, Not Competitors

    Free for attorneys: the first chapter of Left of Trust, on why excellent lawyers get overlooked and what to do about it. Get it here: https://www.leftoftrust.com LinkedIn is not the strategy. Business is. Daniel Alfon breaks down the simple shift that turns your LinkedIn profile from a digital resume into a credibility-building, referral-generating asset for professional service providers who want to be picked, not just clicked. If you’re a lawyer, dentist, chiropractor, realtor, or other service-based professional trying to make LinkedIn actually produce business, this conversation cuts through the noise. Daniel explains why most people waste time chasing the wrong connections, posting for vanity metrics, and sending messages nobody wants to read, and what to do instead. What You’ll Learn: • Why your LinkedIn profile should answer your prospect’s questions before they ever contact you • How to define the right ideal client and identify the people most likely to refer business • The smartest way to use mutual connections and warm introductions • What should and should not be on your LinkedIn profile, bio, and banner • Why the free LinkedIn account is enough for most service providers • How to think about content, credibility, and metrics in terms of real business outcomes, not likes and views Andrew Colsky also shares practical examples from Be Picked, including how a free credibility assessment can help prospects take a meaningful first step while reinforcing trust and authority. Together, Andrew and Daniel make the case that LinkedIn works best when it supports a clear business strategy, not when it becomes a place to spam strangers or chase exposure. Daniel Alfon is an international LinkedIn expert who helps professionals use the platform strategically to build trust, attract referrals, and generate real opportunities. This episode is especially useful for lawyers and other professional service providers who want LinkedIn to bring better connections, better conversations, and better clients without wasting time on the wrong people. Chapters: 00:00 Introduction 01:00 LinkedIn strategy for lawyers 10:05 Profile, banner, and messaging 19:46 Connections and business metrics 23:07 Content and credibility 28:56 Start with business first More from Be-Picked: Free chapter of Left of Trust: https://www.leftoftrust.com Take the free Credibility Assessment: https://www.credibilitygenerator.com Get the book: https://www.leftoftrust.com Work with Andrew, or book him to speak: https://www.andrewcolsky.com #lawyers #attorneys #lawfirm #legalmarketing #lawpractice #AIsearch

  6. Aug 3

    Lawyer Marketing: How to Get More Clients

    Free for attorneys: the first chapter of Left of Trust, on why excellent lawyers get overlooked and what to do about it. Get it here: https://www.leftoftrust.com Most entrepreneurs crush their growth by overcomplicating their marketing. Scott Wintheiser, CEO of Lightburn, reveals how many firms waste thousands on unnecessary website features and AI gadgets that don’t move the needle. Instead, you’ll learn the art of focusing your web presence on targeted, local messaging that resonates, saving money, attracting better leads, and turning visitors into clients. How do you craft a website that truly connects with your ideal customer? Scott breaks down practical steps, from identifying clear outcomes and narrowing messaging to leveraging simple tools like free analytics and local imagery. He shares a story of a client who saved money by ditching over-engineered platforms and instead invested in content that expanded their market reach, resulting in dramatically more leads. Plus, discover why the most effective websites speak directly to who you serve, not just what you do. We also explore the pitfalls of trying to do too much at once, whether it’s spammy social media, complex chatbots, or trying to be everything to everyone. Scott emphasizes consistency and continual small improvements over big, expensive redesigns. He warns against chasing the AI hype unless it genuinely streamlines processes or solves real problems. Most small firms are better off mastering foundational analytics and user experience first. If your website isn’t bringing in leads, or if you’re overwhelmed by shiny tools that don’t deliver, this episode is your blueprint for smarter, focused digital growth. Perfect for solo entrepreneurs and small teams craving clarity, efficiency, and real results, it’s packed with actionable advice from a digital veteran who’s been in your shoes and has the success stories to prove it. Want to double down on your online strategy? Visit lightburn.co to get in touch with Scott, or check out the free assessment on BPIC.com to pinpoint your website’s gaps. Remember, small changes today can unlock big opportunities tomorrow. Don’t miss this chance to get your digital house in order. More from Be-Picked: Free chapter of Left of Trust: https://www.leftoftrust.com Take the free Credibility Assessment: https://www.credibilitygenerator.com Get the book: https://www.leftoftrust.com Work with Andrew, or book him to speak: https://www.andrewcolsky.com #lawyers #attorneys #lawfirm #legalmarketing #lawpractice #AIsearch

  7. Jul 27

    Attorney Marketing: Get More Clients with a Better Website

    Free for attorneys: the first chapter of Left of Trust, on why excellent lawyers get overlooked and what to do about it. Get it here: https://www.leftoftrust.com Attorneys and law firms often lose potential clients because their websites are outdated, overloaded, or unclear. In this episode, Scott Wintheiser, CEO of Lightburn, explains how lawyers can build a better website that attracts the right clients without overspending on unnecessary features. Scott shares practical lessons from nearly three decades in digital strategy, including how to simplify your message, improve local relevance, use analytics more effectively, and make small website improvements that lead to better results over time. What You’ll Learn: • The one question to ask before redesigning your law firm website • How to make your website speak directly to your ideal clients • Why local messaging and imagery can improve relevance • How to avoid paying for website features you do not need • Why ongoing small improvements often work better than major redesigns • How analytics and AI tools can support smarter decisions • Why fast follow-up matters when website visitors become leads Scott also explains why many professional service firms try to do too much at once, from complicated chatbots to unfocused content and unnecessary technology. His approach focuses on building the right size digital strategy for your firm and improving it consistently. If your law firm website is not generating enough inquiries, or you are considering a redesign, this episode offers practical guidance for turning your website into a stronger client acquisition and credibility tool. More from Be-Picked: Free chapter of Left of Trust: https://www.leftoftrust.com Take the free Credibility Assessment: https://www.credibilitygenerator.com Get the book: https://www.leftoftrust.com Work with Andrew, or book him to speak: https://www.andrewcolsky.com #lawyers #attorneys #lawfirm #legalmarketing #lawpractice #AIsearch

  8. Jul 20

    Lawyer Marketing: Stop Wasting Money on Ads That Don't Work

    Free for attorneys: the first chapter of Left of Trust, on why excellent lawyers get overlooked and what to do about it. Get it here: https://www.leftoftrust.com Learn how attorneys can grow a professional service business through paid advertising, focused advertising niches, Meta ads, and local service marketing strategies designed to attract qualified clients. In this episode of Be Picked, host Andrew Colsky speaks with Dominick DeJoy, founder of Osric Digital, about practical ways law firms can strengthen their online visibility, reach the right prospective clients, and build credibility in competitive local markets. Dominick explains why effective legal marketing begins with a clearly defined audience. Rather than trying to appeal to everyone, attorneys can focus their campaigns around specific practice areas, client needs, cities, and neighborhoods. This approach can help firms reduce wasted advertising spending and create messages that are more relevant to the people they want to serve. What You’ll Learn: • How to identify advertising niches that are more likely to produce qualified legal leads • Why geographic and practice-area targeting can improve paid advertising performance • How law firms can use Meta ads to reach prospective clients in specific local markets • Why Google Business Profile optimization, reviews, and local content are important parts of local service marketing • How community involvement and trusted online mentions can strengthen a law firm’s credibility • How to combine short-term client acquisition strategies with long-term brand building 0:00 Defining Your Market Position 4:32 Local SEO and Discovery Strategies 9:01 Navigating Local vs National Algorithms 12:32 Differentiating in Competitive Niches 16:03 Short-Term Wins vs Long-Term Growth 26:52 AI Search and Local Visibility This episode provides attorneys and law firms with a practical framework for making smarter marketing decisions. By combining targeted advertising with strong local credibility signals, lawyers can improve visibility, attract better-fit clients, and build a more sustainable law practice. Visit be-picked.com for more resources on scaling your firm. Subscribe for weekly business growth breakdowns and comment below with the biggest advertising challenge you are currently facing in your industry. More from Be-Picked: Free chapter of Left of Trust: https://www.leftoftrust.com Take the free Credibility Assessment: https://www.credibilitygenerator.com Get the book: https://www.leftoftrust.com Work with Andrew, or book him to speak: https://www.andrewcolsky.com #lawyers #attorneys #lawfirm #legalmarketing #lawpractice #AIsearch

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About

Be-Picked How Lawyers Get Clients Getting found isn’t the problem anymore. Getting chosen is. Be-Picked: How Lawyers Get Hired is the podcast for attorneys who want more than visibility—they want to become the lawyer clients actually choose. Every day, potential clients search Google, ask AI assistants, read reviews, visit law firm websites, watch videos, and compare attorneys. But being found doesn't guarantee you'll be hired. The decision to hire an attorney happens long before someone fills out a contact form. It happens while they're evaluating who seems the most credible, trustworthy, and capable of handling their legal problem. Each episode explores topics such as: Why experience and credentials alone no longer differentiate attorneysHow prospective clients decide which lawyer to call firstThe psychology behind trust and legal hiring decisionsHow podcasts, videos, reviews, and thought leadership influence client choiceWhy AI search is changing legal marketing—and how to stay aheadPractical strategies for becoming the attorney clients confidently hire Hosted by Andrew Colsky, founder of Be-Picked, the show features conversations with leading experts in legal marketing, AI search, branding, business development, psychology, and client decision-making. This isn't another podcast about getting more clicks or buying more ads. It's about building the kind of credibility that earns trust before the first consultation, attracts higher-value clients, strengthens referral relationships, and positions your firm as the obvious choice. Because getting found is only the beginning. Getting hired is what matters.

Information

  • Creator
    Andrew Colsky
  • Years Active
    2025 - 2026
  • Episodes
    33
  • Rating
    Clean
  • Copyright
    © 2025 Andrew Colsky