Firmly Profits

I am a fractional CFO that provides law firm owners with confidence to make strategic financial decisions in their firms. As a former law firm administrator I have the real world firm experience to know how a law firm runs day to day. 

I provide bookkeeping for law firms and small businesses in a way that gives you data to make financial decisions about the future of your firm.

With the mission to reach as many law firm owners as possible and give them financial confidence, I have appeared on many podcasts and pursue other speaking opportunities.

Fractional CFO

Parvey & Cavenago Attorneys, P.A.

Litigation/Trial Paralegal
Firm Administrator

Chief Financial Officer/Florida Registered Paralegal

Dellutri Law Group

Paralegal

As a fractional CFO I use the 10+ years I spent working IN a law firm to help law firm owners gain an in-depth understanding of their firm’s financial picture. 

I am on a mission to help law firm owners become confident in their law firm finances. When firm owners have big financial goals, the first step to reaching those goals is making strategic financial decisions.

I started as a legal assistant and worked my way up through the “law firm ranks”. I know how a law firm runs day to day. When you hire me as your fCFO I bring my financial expertise and my law firm operational experience to our meetings. 

I love working with law firms because they are unique in the small business world. Revenue can be a roller coaster and expenses are unique to law firms. 

I work with law firm owners who are in all different growth phases. This includes.

•	Firms who are hiring their first employees and making the jump from a true solo firm to a firm that has growth in their future. 
•	Firms that are pushing towards their first 7-figure year, hiring associates, and taking their expenses to the next level. 
•	Firms that have reached the big 7-figure milestone and are looking to grow in the coming years. 
•	Firms that are generating revenue but feel overwhelmed with expenses and very little profit. 
•	Firm Owners who are looking for an outside consultant to give them confidence in their finances. 

As a fractional CFO for law firms, I improve financial operations by providing strategic financial guidance, managing cash flow, and analyzing financial data to identify opportunities for growth and improvement.

When we work together you receive my unique consulting style. I believe education never stops. We should always be seeking to learn more about the world around us. From a “consultant” perspective, I believe it is my role to be the educator. I want those I work with to understand the WHY behind why we do what we do.

Understanding the “why” prepares you as a firm owner to continue to make strategic financial decisions in the future.

As we work together guiding your firm into the future, I want to give you the information for you (and your leadership team) to make the best decision. This is not a one size fits all approach.

If you are a law firm owner who is looking to feel more confident in your financial decisions as you reach and exceed growth goals this year we need to talk. Send me a DM or visit my website to schedule a free 30-minute consultation. 

WWW.LNMFinancial.com

Leah Miller, MBA

Red Kraken Creative

Elevate your law firm by building marketing assets away from the algorithms!

We create weekly email newsletters for law firms from start to finish. We write, upload, send, and monitor your email newsletter to hit your strategic goals. The weekly email newsletter ensures you have 52 positive touch points with your clients throughout the year, keeping you memorable and building a deeper connection with your audience.

Co-Founder

Law Firm Alchemy

I coach and lead law firm owners on how to get the most out of their ultimate investment vehicle: the practice (aka "business that just happens to practice law"). Our focus is TRANSFORMATION of you, the owner, as the entrepreneurial owner of a law firm. This automatically creates transformation in the law firm. It's the nature of a smaller business. When the owner adapts, the business does as well.

You get the advantages of personal development and business growth all put together in one.

We work with clients through the 7 Stages of Law Firm Leadership. This systematic approach to growth meets the law firm owner where he/she is today, providing guidance from being a true solo to becoming the CEO of a multi-seven figure firm and beyond.

Every step of the journey requires new thought patters and strategies.

Through coaching, strategy, and accountability, clients of Law Firm Alchemy achieve far greater returns on their investment in the law firm.

Additionally, by combining insights into the marketing, operations, and finance cycles of a business, we not only hit revenue goals... we set up a system to sustain and increase the revenue.

Founder

Great Legal Marketing, LLC

I coach law firm owners on building high-profit, low-maintenance law firms. These range from fast-growing six-figure firms to eight-figure practices adding new states to their portfolios. What all of these firm owners have in common is a desire to ENJOY LIFE while loving the pursuit of growth. There is no one journey for all. I help my clients figure out what a great life looks like for them and how to build a law firm to support those goals.

President and Lead Coach

My mission is to spread the message of education-based direct response marketing to every attorney I meet because I know first-hand how effective it is moving a practice from stalled to successful. 

Specialties Include:

-- Teaching attorneys how to create a magnetic message that naturally gets potential clients to raise their hands and declare “I need some help.” 
-- Constructing complete marketing campaigns (very different from just naming a list of tactics – what I teach includes all of the moving parts and making sure you use every piece of your marketing in the right areas). 

--
"I have moved from a 600 sq ft office... to now a 1,650 sq ft office. Business has exploded, growing from $155,000 to $575,000 last year. We are on track to do over $800,000 for this year.” - L. B.
--

Chief Marketing Officer

Acting for Young People

I help the company fulfill its goals in a fiscally responsible manner, while volunteering my time in a marketing capacity.

Board Member

Great Legal Marketing / BenGlassLaw

Primary Responsibilities included:
-- Product development
-- Continuing work started as Marketing Assistant (see job entry below)
-- Overhauling marketing systems
-- Bringing the Great Legal Marketing and BenGlassLaw websites "up to code" for SEO best practices
-- Managing a team of interns to build a geo-specific content strategy to dominate local markets

Business Development Specialist

Advanse International

I built the initial Facebook campaign for both the AMERIGO and SPRINT business learning programs.  Additionally, I launched the first YouTube video efforts from the company.

To make direct contact with new European clients in Spain, France, Italy and Belgium, I created a cold email campaign directed to the international student relations departments of universities and English-language learning institute.

Director of Business Development

BenGlassLaw

Oversaw and assisted in the creation of a video marketing strategy that yielded 200+ new videos.

Edited the then-current content at VAmedmal.com (300+ articles, home page, practice area pages, offer pages, etc.).

Added hundreds of new pieces of content to VAmedmal.com and associated blogs, using best practices for Search Engine Optimization.

Marketing Assistant

Bleacher Report

NFL and Denver Broncos Featured Columnist. I regularly publish stories for both categories and interact with other community members.

Featured Columnist

A Class Act: Acting for Young People and Adults

I taught as an after-school and summer camp drama instructor for groups that ranged in age from 5 to 12. I helped the students put together and put on a short play that was a combination of their ideas, my written work and my directing.

Teacher

Highlights for my client include:
✅ Doubling personal injury revenue in less than 12 months (specifically new client intake - not just collecting what was already in the firm)

✅ Adding $300,000 in new revenue to a six-figure criminal defense firm

✅ Launching one of the top podcasts on estate planning in the country (which brings in actual clients, not just listeners)

✅ Tripling average client value for multiple estate planning firms

✅ Coached numerous firms from six figures to their first million dollar year

✅ Grew a $1.1 million personal injury firm to $3.1 million (and counting!)

I wasn't brought into the legal profession as a lawyer... I started in marketing and learned everything I could about what it takes to build and grow an exceptional, high-profit law firm. Today, I coach a select group of law firm owners to 2X-5X their firms and grow as LEADERS. I also publish market-leading courses on growth tools for law firms.

👉 YOUR JOURNEY as a leader and growth engine is the #1 key to unlocking the full potential of your law firm. We can easily increase revenues while you live a better life by following the 7 Stages of Law Firm Leadership, my coaching road map developed specifically for law firms.

With 13+ years working in, for, with, and on exclusively law firms, I have seen it all.

Better yet, I saw the PATTERNS...

There are consistent challenges faced by growing law firms, from marketing to hiring to leading a growth-oriented team. These challenges evolve as the firm evolves, which is why we work with the 7 Stages of Law Firm Leadership. By focusing on change we can control (how you operate as the owner), we affect change through the whole organization!

The real secret...

is NOT a marketing strategy... or management system... or goal-setting... or any one thing.

It's understanding the WHOLE BUSINESS and getting it to work in concert!

Together, we will scale your firm and produce a transformation you may see as "impossible" today. Soon, it will be your reality! 🙌

Here is what others have said:

"Charley is a rarity and truly peerless. In an industry rife with charlatans, separating the wheat from the chaff can sometimes be difficult. It's abundantly clear that he is the genuine article. Professional without preaching, Charley commands authority naturally. I listen to this man intently. He is my coach and a true friend. Charley is the type of person you want in your inner circle."

"Charley is best in class. Can't thank him enough for always bringing out the best in me. If you listen to his suggestions and then implement, you will soar."

Charley Mann

Getting away to NYC for a few days. Catching three Broadway shows. Walking a lot. Wandering through some art museums.

I know some people say company founders shouldn’t take vacations in the first few years. And I have two companies. Both under three years old.

However 🤷‍♂️…

My kids won’t be this age forever.

They won’t smile for a photo with a mouthful of breakfast sandwich.

Won’t wander around Central Park and climb on rocks while Missy and I talk about life.

And I won’t be this age forever either.

So I made the choice to not delay.

Take the vacation.

Make the choice for YOU, not because it’s what hustle culture or whatever influencer told you you’re “supposed” to do. You can make it work.

(Doesn’t hurt to hire and partner with great people to keep it all moving.)

Coach + strategist for entrepreneurial law firm owners | Founder, Law Firm Alchemy | Co-founder, Red Kraken Creative | Host, "They Don't Teach This in Law School™️" Podcast

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You're a $2 million law firm, and you show up on Zoom with me saying, "I'm about to spend $20,000 a month on television." That statement gives me pause. 
 
Usually, in my experience, that is wasteful money because it's so broad. It's almost like a reverse funnel. That's a flood-the-zone strategy for giants like John Morgan.
 
What should you consider instead?
 
For small firms (especially under $1M in revenue), focus on direct response marketing. That means:

1) Proactive referral marketing (building relationships with ideal referral partners—these are your best pockets of new business);

2) Local SEO: making sure you show up at the top of Google Maps, collecting reviews, and running Local Service Ads;

3) Every channel you control (like your email list) should have a clear call to action. If you're in someone's inbox, take your shot—set up a referral lunch, a partnership, anything to directly drive business.
 
As your firm grows, you can build out more demand generation channels. Amplify your presence further out in the market, because you now have a strong foundation and the resources to test broader approaches.
 
The bottom line is: nurture your referral network and focus on what you can directly measure first.

Then scale out.

-----

👋 I'm Charley Mann, and I help law firm owners get more clients and build their ideal law firm.

👉 Get our FREE playbook with step-by-step instructions on referral marketing for law firms here: https://lnkd.in/eVAu6JRu

One thing I wish I understood sooner but made a massive impact on my life, career, and happiness...

The value of intentionally building and nurturing relationships.

I used to shy away from the idea because I thought that being really good at whatever I did would be enough. Turns, that's not true for the majority of us. (Also, there's a longer story about how moving around a lot in my youth caused me to view friendships as short-lived and a "doomed to fail" investment. 🤦‍♂️)

Being good at what you do is the ante to play the game.

Creating deep, long-lasting relationships levels up everything.

I have a print newsletter that's going to go out very soon to all of our paying members. It's 16 pages this December. 

It's 6,000 words of material. I've written every single one of those words.

Not one word of it came from AI. 

Because I love writing.

I was a writer before I was an actor. I'd write poetry. Stories. Essays.

My dad was an FBI agent. Good writer, really good editor. The number of sheets I'd have printed off with his red marks telling me what I had done wrong? Still some of my favorite feedback I've ever received in my life.

I still have old books I started. Real garbage stuff from high school. You go back and read it and think, "Oh, that is a real idiot putting pen to page."

But you love it because you know where you came from.

Writing has been the strongest throughline of my entire life.

And using AI would just cheapen my experience and the quality of the content, and frankly, would have made that newsletter unpleasant to write.

Are you focusing on direct response or brand? If you want more clients, the differences and strengths between the two matters. Because you should actually focus on...

BOTH.
 
Here’s how I think about it:
 
Direct response means getting someone to directly respond to an advertisement. Not just react to it, not just have an emotional trigger, but actually do something because of it.
 
It’s often associated with data-driven marketing, ROI, or ROAS, or a direct question like: if I spend $1,000, am I getting $4,000 back? It’s extremely measurable. 

All the funnel marketing tactics boil down to: can I get someone to take action right now because of this message?
 
Brand is different. It's associative marketing. What am I associated with? When people think of a specific problem, who do they think of?

If someone's having a tough time with the dichotomy between being a business owner and a lawyer, I want them to think, "Talk to that guy, Charley." That's brand association.

Same goes for your law firm.

When a prospect is talking with friends, family, neighbors, etc., have they experienced a connection with you in such a way that you are the first name to come to mind?

And guess what...

The best marketers do both.

Direct response will grow your brand.

And growing your brand will get you responses.

We were 52 minutes into a coaching call when I asked a question I probably should have asked an hour earlier.

We'd spent most of our time building a compensation package for the associate attorney my client said he wanted. Base salary. Bonus structure. The whole thing was dialed in.

Then I said: "What if we spent another $2-3K per month and hired a senior attorney who actually knows what they're doing?"

He laughed. "I wish you'd mentioned that 10 minutes into the call instead of with 10 minutes left."

And yes, spending more for the expertise sounded nice. A leap he was ready to make.

Here's what happened next...

Just over a day later, he texted me. An attorney from his old firm had just reached out saying she was looking for her next move. She was exactly the person we'd described. Experienced. Ready to move.

He hired her.

And I keep wondering... if we'd never asked that question, would he have thought to make the hire when she reached out? Or would he have dismissed it because he wasn't looking for that type of person?

Sometimes the breakthrough isn't finding something new.

It's finally knowing what you're looking for.

Two biases to eliminate from your mindset:

1. Thinking everyone else thinks and responds the same way you do.

2. Thinking no one else thinks and responds the same way you do.

Applies to…

Employees.
Friends.
Your spouse.
Your children.
Random people you meet.

I didn't expect this one factor to be the difference between a 10.45% open rate and 31.9% open rate for our law firm client's emails...

We have a client at Red Kraken Creative who has been on the open rate roller coaster.

High of 40%.

Low of 9%.

I've literally NEVER seen this kind of thing before.

We analyzed everything. Was it the sender? The timing? Extreme subject line sensitivity? The return email address? (Did you know you can modify this in most email programs?)

I would see a pattern... and then be proven wrong.

Finally, something emerged.

Emails WITHOUT a link in them were the weak spot.

All of the "just nurture, no link" weekly emails with zero link were getting crushed. I can't tell you exactly why (we're researching it - clearly it has something to do how the email is categorized in the inbox, not the actual psychology of subject lines), but I can tell you that including a call to action with a link is good. That's one of those things you can only catch by doing the work, paying attention, and having great clients who are patient enough to let you find the facts.

(FYI, the data exclude bot traffic on the emails, so it's not an issue with bots opening emails with links.)

EDIT FOR CLARITY: Obviously, a link doesn’t change the BEHAVIORAL nature of open rates. What we are looking closer at is whether the link’s inclusion has an effect on inbox placement or other deliverability mechanism. This is one of the most UNUSUAL case studies ever. And yes, we are investigating if it is a reporting issue (did that very early on).

Okay, so this stat does make me a little nervous...

"A recent Circana report found that adults (over age 18) accounted for toy sales of $1.5 billion over the last three months of 2024. That made the 18+ demographic the toy industry’s most important age group, as they officially spent more on themselves than on its former most important category: toddlers age 3 to 5."

Source: Morning Brew

Feel free to draw your own conclusions.

I definitely have some thoughts. Perhaps those will show up in an upcoming email... maybe my print newsletter.

But what do you think about it?

When you "do your research" before a cold pitch but your email reads like Mad Libs, it turns out like this...

"Hello Charley,

I was looking at your LinkedIn and your Seven Stages of Law Firm Leadership plus that estate planning podcast that actually converts listeners to clients really shows how you doubled personal injury intake and added three hundred thousand to a six figure criminal defense firm."

Credit for spelling my name right, I guess. 🤷‍♂️

Who else gets cold pitches that are so close to getting your attention and yet end up so far off the mark? 🙋‍♂️

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Leah Miller, MBA

Charley Mann

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Charley Mann

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