Women of Power Episode 7: Taking Command of Your Career With Diana Cupps
Release Date: 01/17/2025
Long-Tail FAQs: Rank Your Law Firm on ChatGPT and Google
World of Marketing
Traditional SEO is dying. Pay-per-click is getting gamed. And most law firms are losing clients before marketing ever gets the blame. This week we flip the script. My fractional CEO, Mandi Ellefson of Hands-Off CEO, puts me in the hot seat and interviews me on the biggest shift I've seen in 30 years of marketing law firms. We get into why keyword-stuffed content and AdWords no longer deliver, how AI search now recommends just three or four names instead of a long list, why authenticity beats polish, and why most firms lose clients at intake instead of marketing. We also cover why niching...
info_outline
The 6 Pillars of Marketing That Built 20 Clinics From Scratch | Tyson Franklin
World of Marketing
Most marketing advice tells you to spend more. Tyson Franklin says the smarter move is to be first. Whoever markets a service or a piece of equipment first owns that space. Tyson is one of the sharpest marketing minds I know. He is a business coach, best-selling author of It's No Secret There's Money in Podiatry, and host of the Podiatry Legends podcast. Over 30 years, he built, scaled, and sold more than 20 podiatry practices across Australia before moving into coaching and podcasting full time. If you're looking for practical growth advice, this is an episode worth witnessing. Listen now,...
info_outline
The Flying Podiatrist Pilot | Dr. Sunshein
World of Marketing
He's a podiatric surgeon, an Army veteran, and a private pilot who flies his own airplane across the country, and he's built Sunshein Podiatry one of Ohio's most trusted foot-and-ankle practices without ever chasing the biggest patient numbers. Dr. Sunshein has stood out for over 30 years: he treats marketing the same way he treats patients: comprehensively, personally, and always looking for the "why." In this episode, he shares how a refreshed website, patient reviews, video content, and serious investment in treatment technology have kept his practice thriving, and why he actually...
info_outline
How Clark & Steinhorn Built a Google Magnet Without Paid Ads | Bob Clark
World of Marketing
Bob Clark and his partner Alan Steinhorn of Clark & Steinhorn are finally retiring after almost 46 years, and we sat down to talk about what actually built their practice… and what happens next. Here's the part every business owner should hear: Bob never paid a dime for ads. No PPC, no SEO, no AdWords. Instead, he built one of the most respected personal injury and malpractice firms in his community the durable way: caring deeply about clients, earning referrals, writing nearly all his own content, and recording 125+ podcast episodes over the last decade. The result is a body of work...
info_outline
How Michael Patrick Strauch Took a Law Firm From 50% to 84% Close Rate in 90 Days
World of Marketing
He's not an attorney, he's never worked inside a law firm, and yet he walked in and took their close rate from 50% to 84% in 90 days. I don't know exactly how long I've known Michael Patrick Strauch but every time we talk, he challenges the way I think about sales and growth. In this episode of Tom's World of Marketing, Michael - co-architect of Your Practice Mastered and leader of "The Closing Room” - and I sit down as he shares how he's helped law firms go from a 50% close rate to 84% in just 90 days, and how he and his team have generated north of $20 million in additional revenue for...
info_outline
How Michael Increased the Closing Rate
World of Marketing
I don’t know how long I’ve known Michael, but every time we talk, he challenges the way I think about growth. In this episode of Tom's World of Marketing, Michael and I sit down as he shares how he’s helped a law firm go from a 50% close rate to 84% in just 90 days. His message is simple: You don't always need more leads. Sometimes you need a better process. We talked about sales, leadership, scaling a firm, and why the best business owners learn to stop doing everything themselves. If you're looking for practical growth advice, this is an episode worth witnessing.
info_outline
Jeremy Alters Was a Top Lawyer… Then Blew It All Up and Built This Instead
World of Marketing
“The legal funding industry has been predatory for decades.” So what happens when someone from inside the system decides to fix it? On this episode of The World of Marketing, Tom Foster sits down with Jeremy Alters, former top trial lawyer turned founder of Claim Angel. He’s on a mission to bring transparency to a broken industry. The problem: A $5,000 advance turning into $30,000 owed The solution: A marketplace model that forces competition, lowers rates, and protects clients The result: Faster access to funding (sometimes in minutes) Transparent pricing (no more “wild west”...
info_outline
Dirk Derrick - One Room Practice to a 35 Attorney Powerhouse
World of Marketing
“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...
info_outline
What if the secret to better marketing… was hidden in your brain chemistry?
World of Marketing
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...
info_outline
Pain Comes From a Nerve
World of Marketing
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...
info_outlineThis 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 Teamwork
24:44 Advice for Vets Considering Law School
25:20 Pitfalls of Becoming a Lawyer
26:55 Unique Perspective as a Veteran
29:49 Mentorship & Assistance for Vets
30:35 Biggest Legal Marketing Mistake
32:24 Biggest Marketing Success Story
33:35 Closing Thoughts
Diana brings a great deal of personal experience into her practice. Being a former Army medical lab technician and an emergency nurse, she has a uniquely insightful position as a medical malpractice lawyer. Further, her experience of working with multiple different attorneys with varying styles in divorce court informs her family law practice. When you hire Diana the Lawyer, you are hiring a legal team that sees you as a person and can relate to your situation more directly than most other law firms can.
Speakers Featured in This Episode
- Tom Foster of Foster Web Marketing
- Diana and Troy Cupps of Diana the Lawyer
This episode is brought to you by Foster Web Marketing.
Foster Web Marketing is dedicated to providing cutting-edge, highly customizable marketing and strategic solutions specifically designed for law firms and medical practices.
Our award-winning marketing and systems solutions are what set us apart from everyone else.