Foster Web Marketing Podcast

"For 30 years… I was guessing what a case was worth." That's how Dirk Derrick describes his experience before he had data. On this episode of The World of Marketing, Tom Foster sits down with Dirk Derrick, founder of Derrick Law Firm - who went from a one room practice to a 35 attorney powerhouse. But the real story? How he flipped the legal system on its head. After decades of relying on "what insurance companies might pay", Dirk built something radically different: Real jury focus groups 26,000+ jurors worth of data AI-powered case analysis Predictable outcomes (instead of guesswork) The result? Average case value up 150% Revenue up 800% More leverage. More truth. Better outcomes for clients. "We use truth to flip leverage." If you're still making decisions based on assumptions… this one will challenge how you think about value, positioning, and leverage. Listen to the full episode of The World of Marketing Featuring Dirk Derrick, Derrick Law Firm "The information discussed in this podcast

In the latest episode of Tom's World of Marketing, I sat down with Dawn Apuan, founder of Copy Queens, who went from ministry work and nonprofit leadership to becoming a powerhouse copywriter helping businesses generate sales—sometimes within 24 hours.  Her journey started with one powerful moment. After being told she had to put her daughter in daycare and questioning her future, Dawn made a decision: "I will figure this out." That decision led her into digital marketing… and eventually to mastering the psychology behind persuasive copy. Insights she shared: Great marketing triggers five key neurochemicals in the brain: Cortisol – grabs attention by identifying the problem Dopamine – gives the audience hope and aspiration Oxytocin – builds trust and authority Serotonin – creates empathy and connection Endorphins – delivers relief and the feeling of resolution  When your message follows that sequence, your audience naturally moves toward action. We also talk about: How small copy changes can dra

And for thousands of patients, that simple truth changes everything. On this episode of Tom's World of Marketing, Tom Foster sits down with Dr. Eric Williams, a board-certified plastic & reconstructive surgeon specializing in peripheral nerve surgery—one of the most complex and misunderstood areas of medicine. Dr. Williams shares powerful stories of patients who spent years—sometimes decades—living with chronic pain, told repeatedly that "nothing could be done"… until the right specialist looked at the problem through a different lens. In one case, a patient suffered 30 years of leg pain. In under a minute, the real cause was identified. The pain was eliminated completely. This episode is more than just medicine—it's about education, mindset, and marketing: ✔ Why many patients fall through the cracks ✔ How specialized expertise changes outcomes ✔ Why great medicine needs great marketing to reach the people who need it most If you or someone you know has been told to "just live with the pain," this

What happens when a top-tier attorney thinks like a marketer? On the latest episode of Tom's World of Marketing, I sat down with Peter Hoppenfeld — the "marketer who happens to be a lawyer" behind some of the biggest names in direct response and info marketing. Peter has spent 40+ years helping entrepreneurs, health professionals, and thought leaders grow without crossing legal lines — and in this conversation, he breaks down what actually works. In this episode, we cover: Why strategy comes before lawyering How compliance can be a competitive advantage The #1 mistake professionals make when marketing their expertise Why trust, integrity, and clarity still outperform every new tool How to scale without giving away your "golden egg"  (your equity) "There's no shortcut to smart. The most effective marketing has always been the trusted advisor." If you're a lawyer, doctor, consultant, or expert trying to grow your practice without risking your license or reputation, then this episode is a must-watch. O

In the latest episode of The World of Marketing, Tom Foster sits down with Eiman Bassam, Founder & CEO of ESB Advertising, to break down how streaming TV advertising has evolved—and why lawyers and doctors can no longer afford to treat TV as a "branding-only" channel. This conversation challenges one of the biggest assumptions in marketing: that TV can't be measured. In this episode, you'll learn: Why programmatic streaming TV is now more measurable than traditional broadcast How ESB's AI platform, MACData, tracks performance down to the household level What actually drives ROI beyond cheap CPMs How AI is reshaping media buying, attribution, and even commercial creation Why "How did you hear about us?" is officially outdated If you've ever questioned whether streaming TV advertising really works - or struggled to connect ad spend to real revenue - this is a conversation worth your time.

In this powerful episode of The World of Marketing, host Tom Foster sits down with attorney, speaker, and Business Black Ops founder Dave Frees—a nationally recognized expert on implementing AI within real law practices. Dave isn't theorizing about the future. He's using AI every single day to create what he calls transformational wealth, reclaim hundreds of hours, and build systems that make small-firm lawyers more profitable, more efficient, and more competitive. Highlights from this episode: Why most lawyers are years behind on AI and what the top 5% are doing differently How AI helps you think better, not just work faster Why mindset, resilience, and "thinking about thinking" are the real competitive edge How firms are slashing 70% of document prep time without risking malpractice The coming split between firms that use AI… and firms that get left behind What the next 12-18 months will look like for AI-powered law practices A behind-the-scenes look at Tom & Dave's new AI Mastermind for A

What happens when an Olympic athlete's entire career is on the line? They call Paul Greene one of the world's leading international sports lawyers. Paul has represented elite athletes from 50+ countries, argued cases before the Court of Arbitration for Sport, taught law internationally, and built a global practice rooted in trust, expertise, and integrity. In this episode, we talk about: Why trust matters more than being the loudest voice How to build a global practice in a specialized field The importance of content-driven marketing over quick fixes Why human connection still beats automation And how Paul rebuilt his entire career from scratch This isn't just a conversation about law. It's a conversation about finding your voice, owning your expertise, and building something that matters. Featuring: Tom Foster, The World of Marketing Paul Greene, Founder of Global Sports Advocates  

From creating Disney's iconic Chef Mickey's to transforming customer experiences for NASA and even the Executive Office of the President, Vance Morris knows what it takes to build magic into every moment. In this episode, Vance joins Tom Foster to share: How a near-bankruptcy became the turning point for building lasting business success What Disney taught him about creating unforgettable customer experiences Why "response-required" marketing beats flashy advertising every time And how small businesses can "Disneyfy" their own operations for world-class service If you've ever wondered how to make your clients feel like VIP guests, and keep them coming back for years, then this episode is a masterclass in turning service into competitive advantage.    

This week, after a long voyage away from Earth, I’m thrilled to welcome a legend in the direct response marketing world: Brian Kurtz. Brian has spent over four decades shaping the landscape of direct response marketing. As the former EVP of Boardroom Inc., he helped send more than 1.3 billion pieces of direct mail, driving massive business growth and industry innovation. Today, through Titans Marketing, Brian continues to mentor marketers, lead mastermind groups, and promote ethical, relationship-driven marketing that stands the test of time. I’ve even recently joined his Titans Mastermind, which is composed of some of the brightest minds in marketing.  In this episode, we dive into: The timeless principles of direct response marketing How building deep relationships drives long-term success What separates great implementers from dreamers Balancing results-driven marketing with ethics and trust The future of marketing — what’s exciting, and what’s concerning   Tune in for a masterclass in marketi

Samantha M. Sbrocchi is a distinguished partner at Antonelli & Antonelli, specializing in probate and estate litigation in the NYC Metro Area. With a practice focused on contested wills, fiduciary misconduct, wrongful death proceedings, and complex kinship matters, Samantha has rapidly established herself as a formidable advocate in the New York trusts and estates legal community.  After joining Antonelli & Antonelli before her bar admission and being admitted to practice in 2019, she quickly rose to become a partner in January 2025. Samantha is known for her unwavering dedication to clients, exceptional work ethic, and impressive track record of results.  Here’s a Glimpse of What You’ll Learn 0:00 Preview - Compassion in Estate Law 1:29 Introduction 3:20 Samantha’s Keys to Success 5:21 How Samantha Got into Law 8:15 Be Tenacious 9:58 The Value of Self-Care 12:30 A Step-By-Step Approach 15:03 Compassion in Estate Law 19:09 A Court Appointed Empath 21:52 Changes in Estate Law 24:20 Samantha’s Outlook 2

Nia Al-Kilany is Foster Consulting’s very own COO! Nia has had quite a career, starting out as an SEO strategist in our Client Services department, stepping away to work as a contractor, and then coming back to take over Project Management. After a few years in that position, she was promoted to Chief Operations Officer, a position in which she contributes directly to our agency’s trajectory and progression in the strategy and consulting space. We're going to explore what makes her tick, where she gets her drive from, and how she built herself up to the C-suite. Let’s dive in! Here’s a Glimpse of What You’ll Learn 0:00 Preview - Nia’s Life Prior to Foster 1:21 Introduction 4:23 The Foster culture 12:07 Nia’s Life Prior to Foster 16:51 What Inspired Nia to Pivot 18:40 Nia’s Trajectory Upward 22:20 The Perfect Practice System 29:41 Going Through a Rebrand 33:12 When Nia is Out of Office 36:39 Wrap Up Foster Web Marketing is rebranding to Foster Consulting to illustrate our agency’s fit within the wider spectrum

Dr. Joel Foster is a highly respected podiatrist and double board-certified surgeon based in Lee’s Summit, Missouri. Whether he’s treating sports injuries, addressing chronic conditions like diabetic foot care, or performing advanced surgical procedures, Dr. Foster is passionate about delivering personalized care that gets his patients back on their feet—literally! Today, we’ll talk about his journey, his approach to patient care, and why he’s chosen to go the “Direct Care” route. We’ll also be joined by one of Foster’s very own, John Spare, who works with Dr. Foster on his marketing, website, and SEO. Let’s dive in! Here’s a Glimpse of What You’ll Learn 0:00 Preview - Get Well, Not Bogged Down 1:23 Introduction 2:51 Joel’s Origin Story 3:43 The Insurance Problem 8:22 The Direct Care Solution 12:28 How We Were Conditioned 13:36 A Real World Example 16:10 Educating the People 18:54 The Value of Marketing 23:17 Get Well, Not Bogged Down 25:34 Social Proof Changes Minds 27:48 Starting Direct Care is Hard 30:34 P

Traci Scudder is a solo practitioner based outside of Washington, D.C., specializing in land use and zoning, particularly real estate development law. She has built a strong reputation for providing flexible, client-focused legal services in a highly niche field of law. We're going to explore what sets her apart, the challenges of navigating zoning law, and the importance of resilience in the legal field. Let’s dive in! Here’s a Glimpse of What You’ll Learn 0:00 Preview - The Business Zoning Blues 1:07 Introduction 2:54 Traci’s Start in Zoning Law 5:18 The Path Not Taken 6:45 Traci’s Differentiators 8:11 Location, Location… 10:25 Zoning Law Misconceptions 12:49 The Business Zoning Blues 17:29 When Traci Went Solo 20:57 A Country Girl in the City 22:54 The Promise 25:15 The Announcement Traci, with all her years of experience, brings a level of sophistication and professionalism to her field of law. That’s not to ignore her commitment to fair and compassionate treatment for her clients. When you work with Trac

This episode of World of Marketing discusses sensitive topics that may be difficult for some audience members to hear. Justin Hoover is CEO of The Battle Within. A Veteran himself, Justin went through numerous traumatic situations which led him to seek help later after service. During his conversation with Tom, he explains his own journey and how he felt the call to bring the same help to those who are dealing with similar ordeals in their own lives. Here’s a Glimpse of What You’ll Learn 0:00 Preview - No Time to Grieve 1:08 Introduction 2:36 What is the Battle Within? 4:32 Understanding Trauma 6:30 How Outreach Works 9:24 The 5-Day Retreat 13:25 No Time to Grieve 16:40 Letting Go of the Past 19:09 Why Justin Began This Work 22:18 The Value of Community 27:08 The Heroes Journey Dinner 29:47 Embrace the Suck 31:45 Wrap Up The Battle Within was founded to help veterans and first responders overcome the trauma they have experienced in their line of work. The goal is to heal which is often overlooked or boxed awa

Jason Schultz is a personal injury lawyer based in Peachtree City, Georgia, and a long-time client of Foster Consulting. His strong spirit and ability to go it alone as a sole practitioner makes him an inspiration for everyone he meets and works with. We'll dive into the nuances of his work life and the philosophies and mindsets he brings with him into the courtroom. Let's dive in! Here’s a Glimpse of What You’ll Learn 0:00 Preview - Likeable vs. Unlikeable 1:10 Introduction 3:00 Getting to Know Jason 7:08 What Challenges Jason 11:55 The Value of Marketing 14:04 A Unique Selling Proposition 16:08 Looking Toward the Future 18:24 The Value Jason Provides 22:27 Likeable vs. Unlikeable 24:54 Letting the Client Drive 31:30 What You Should Take Away 36:30 Wrap Up Jason has kept his practice small for the sake of creating personally-made results for his clients. His experience matches that of attorneys in larger firms. He’s seen it all but has the overhead and practice structure to ensure you get his undivided atten

Mark Sinatra is the CEO of Aspen HR. Mark has an extensive track record of leadership in the HR and business world. With an MBA from the Wharton School and a background in consulting and investment banking, Mark has made significant contributions to his industry and community. He has a passion for wellness and longevity, and we’re going to hear more about this, as well as Mark’s professional journey and leadership views. Let’s get started! Here’s a Glimpse of What You’ll Learn 0:00 Preview - Risk Mitigation With HR 1:08 Introduction 3:07 Mark’s Life Prior to Aspen 4:57 The Unemployable MBA 7:56 From Sale to Acquisition 11:50 The Value of Good Leaders 14:30 Risk Mitigation With HR 16:05 Aspen HR’s Differentiators 22:33 Aspen HR’s Website 23:47 Hiring the Right Workers 26:40 The Hiring Mindset 30:06 Wrap Up Aspen HR provides white-glove service with a commitment to providing the best experience for clients and their employees. Having served businesses across all verticals from life sciences to fintech, Aspen HR

Dr. Graham is a 1994 graduate of TUSPM and the Founder/President of SOLEutions. He is dedicated to providing solutions to help those suffering with foot & ankle conditions. Mike has made significant contributions to his industry and community. He has a passion for wellness and longevity, and we’re going to hear more about this, as well as Mike’s professional journey and leadership views. Let’s get started! Here’s a Glimpse of What You’ll Learn 0:00 Preview - The Mission 0:50 Introduction 3:19 Studying Podiatry 5:25 Starting the Practice 8:16 Innovation and Entrepreneurship 12:22 The Mission 13:59 The Insurance System 20:07 The Importance of Training 23:02 Improving the Business Model 23:54 Marketing and Websites 27:50 Improving Earnings 29:35 The Upcoming Training Event 32:04 Wrap Up SOLEutions is centered around implementing direct patient pay programs for podiatry practices. Members are granted everything they need to begin a revolutionized pay program within their private practice to allow for traditio

Dr. Peter Wishnie founded Family Foot & Ankle Specialists and is a renowned healthcare practice consultant. With 30 years of experience as a podiatrist, Peter has built an extraordinary career combining clinical excellence with innovative practice management strategies. Through consulting, he's helped countless health care providers transform their practices by implementing patient-centered systems while significantly improving operational efficiency and profitability. We have heard many of Peter’s clients rave at his expertise and ability to really dive into the practice to look for areas of opportunities. Let's dive into his experiences, insights, and the philosophy that guides his approach to health care practice success. Here’s a Glimpse of What You’ll Learn 0:00 Preview - Fighting Burnout at 40 0:54 Introduction 3:58 Peter’s Post-Medicine Life 7:38 Fighting Burnout at 40 11:34 Gaining Value from Mindset 14:27 Get Help: Coach vs Mentor 19:15 Practice Owners’ Dilemma 22:03 Peter’s Goal for You At 29 ye

This episode, which originally premiered in March 2024, is another highlight of a former guest who strongly embodies the values of our Women of Power series. If you missed Diana Cupps’ interview the first time around, be sure to listen to this! Diana Cupps has done it all. From training as a medical laboratory technician in the Army and working as a civilian nurse after an honorable discharge, she decided to go back to school to earn her JD. Today, she is a family law and medical malpractice lawyer based in Tulsa, Oklahoma. She runs her practice with her husband, Troy Cupps. Together, they bring Diana’s experience as a U.S. veteran into every aspect of their business. Here’s a Glimpse of What You’ll Learn 0:00 Preview - Military Teamwork vs Legal Teamwork 1:01 Introduction 7:31 Military Experience 8:53 Why Diana Enlisted 10:46 Vets Supporting Vets 12:00 Why Go Into Law? 13:10 Personal Experiences With Lawyers 16:38 Informal Legal Training 18:15 Military Lessons Learned 21:53 Military Teamwork vs. Legal Teamwo

We originally released this episode on July 5, 2024, but our guest, Brooke Lively, perfectly encapsulates the essence of the Women of Power series, so if you missed her the first time around, listen to her conversation with Tom now! Brooke Lively is founder and president of CathCap, a fractional CFO service provider focusing on lawyers and their law firms. Brooke has been named one of the Top 25 Women to Watch, one of Diversity Journal’s Women Worth Watching, and one of Fort Worth’s CFOs of the Year! She is an international speaker and best-selling author with two books under her belt. Here’s a Glimpse of What You’ll Learn 0:00 Preview - What Profit Actually Consists of 1:18 Introduction 3:15 How CathCap Got Started 4:54 What Do Fractional CFOs Do? 9:15 CathCap’s Ideal Clients 10:19  A Case Study on How CathCap Works 14:50 Understanding the Value of a True CFO 18:32 Book Alert: Exit On Top by Brooke Lively 23:38 The Key to Valuing a Law Firm 31:30 Me Inc. vs. A Branded Company 36:10 What Profit Actually Consi