Law Firm Alchemy

Law Firm Alchemy Seeking independent, entrepreneurial law firm eager to learn fishing rather than be handed fish.

I'm Charley Mann, a coach and strategist helping entrepreneurial law firm owners. As the founder of Law Firm Alchemy and host of the "They Don't Teach This in Law School™️" podcast, I'm passionate about providing practical tools and insights not typically covered in traditional legal education.

Yesterday, I spent the whole day with these fine folks hosting a mastermind. Some could be considered "competitors." Ins...
06/17/2026

Yesterday, I spent the whole day with these fine folks hosting a mastermind. Some could be considered "competitors." Instead, all are collaborators. And I'd recommend all of them...

McKeen and Green have one of the best communities in the country for lawyers. If you haven't joined Best Era's Slack Community, you're missing out.

Andersen, MSM is literally my top recommendation for hiring an attorney or superstar support team member. She is like no other recruiter you've worked with.

Zihmer runs Vertex League, an amazing coaching program for estate planning firms. We have a lot of shared clients/members, and I'm a big fan of what he does and the impact he creates.

Roos creates and executes on webinar campaigns for law firms. Super smart and always working on how to level up what he does for lawyers. He works within a few practice areas, so you should touch base with him.

Rekas, CPFA is a financial planner for law firm owners. And he knows law firms better than most. And he's not the least bit judgmental. You can bring your financial situation to him without any puffery. He's seen it all.

Tsakalakis is doing something amazing with his company, AttorneySync. They're getting more and more involved with the full scope of law firm marketing needs. His team can step in and execute on way more campaigns and media formats than you think they can (because you probably associate him with digital marketing).

They're all good people.

And I'm grateful to call them friends, collaborators, and, in the words of Gyi, "worthy rivals." (I mean it with sincerity!)

(Also, shoutout to Hampton who was going to join us but wasn't able to be there after a last minute "life gets in the way" situation. Can't wait to have him out for the next one.)

Appreciate all for making the journey.

Let's run it back later this year.

06/15/2026

Are You Tracking the Right Numbers?

Knowing your cost per client and close rates can completely change how you invest in growth.

06/08/2026

Don't Shrink Your Goals

Too many professionals dilute their message because they're worried about being pushy. Bryan Austin shares why confidence matters in sales and leadership.

06/01/2026

Systems + Expertise = Growth

A good system can get results. Pair it with your unique strengths, and that’s where the magic happens.

05/27/2026

You look at a law firm owner’s email broadcast open rate. It's steady for months. Then it drops 10 percentage points overnight.

Nothing has fundamentally changed. But clearly something has changed.

We often joke at Red Kraken that we're more forensic analysts than creatives when it comes to email.

Now you get to be your little forensic analyst self.

You go root around. Sometimes you find out the law firm did a push from their case management system and dumped 400 low-engagement contacts into the email platform.

Sometimes you find out the IT team went in to "clean up" the DNS records and accidentally took out the SPF record you desperately need for delivery.

Sometimes they messed with the DKIM records, and now your email isn't showing up properly in inboxes.

There's no Ahrefs for this. No tool you can run the inbox through that says, "here are your broken pages."

You have to understand every person who might touch the email platform and what they could have broken completely by accident.

It's weirdly fun.

It's also why most law firms press send once a quarter and give up.

05/25/2026

One Conversation Can Become 20 Pieces of Content

Record what you already talk about. Hand it off to your team or AI and let it multiply.

05/25/2026

Sometimes I am smart enough to know how dumb I am.

Hopefully I'm smart enough to recognize that trying to outwit what has worked for a hundred plus years is a really silly way to go about business.

People want to believe human beings are changing. That this generation is different. That the rules have shifted.

The rules haven't shifted. The technology has.

Claude Hopkins wrote Scientific Advertising in 1923. The same principles that worked for the Sears Roebuck mail-order catalogs still work today. Just a different media format.

If you're only studying marketers from the last decade or two, you're at a disadvantage compared to people who have been studying it for far longer.

Listen to Hormozi. Listen to Brunson. Then notice who they talk about.

Halbert.
Kennedy.
Hopkins.
Ogilvy.
Carlton.

They're going to origin text. So should you.

05/20/2026

I subscribe to a couple of AI newsletters. They are a good reminder of how fast this technology is changing and how many rabbit holes you can go down. So what does that mean for law firm owners?

Well, you shouldn't ignore AI.

But don't ignore...
you know...
everything else in your law firm.

Are you still investing in your people?

Building offline/analog marketing?

Growing your list and regularly nurturing those relationships?

Being of interest to people?

Developing and enforcing good systems and processes?

AI can help with nearly all of it. Just know that it can also be a distraction from setting the core principles and strategies in place.

As always...
cover all the bases.

05/18/2026

Your Firm Needs More Than Legal Skills

A lot of law firm owners stay stuck because they only think like practitioners. Brad Scott explains why business thinking changes the game.

05/18/2026

Here's a reality you may not realize as a law firm owner.
To some of your employees...

You may be a father/mother figure.

It's just true.

Not necessarily what you signed up for, but you may fill that role. It may not be conscious for the team members, but it's there. I promise you, it is.

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PO Box 221814
Chantilly, VA
20153

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