After launching the Real Lawyers podcast last week with John Corey, we’re back for round two—this time with Guy Alvarez. Guy founded Good2bSocial, sold it and now leads Alvarez AI Advisors, where he helps firms cut through hype and use AI to power smart, niche driven marketing.
We dive into the tools that matter—ChatGPT, Jasper, Gemini and Notebook LM—the culture shifts firms face when rolling out new tech and why a tight niche beats a broad practice every time.
Watch the full episode below or listen on Spotify, Apple Podcasts or wherever you subscribe. A timestamped outline and key takeaways follow.
Topics Covered
- 00:48 — How Good2bSocial got started
- 03:25 — Early lessons in bootstrapping a legal marketing agency
- 08:42 — Why niche focus gives firms a competitive edge
- 12:30 — The role of AI in legal marketing today
- 18:55 — Jasper, Gemini and other AI tools Guy uses
- 23:10 — Challenges firms face adopting AI
- 27:45 — Client focused content vs. firm focused content
- 32:15 — Law firm culture and marketing innovation
- 36:00 — Advice for younger lawyers and marketers
- 39:40 — The future of AI and trust in legal services
Key Takeaways
- AI boosts marketing efficiency yet many firms lag in adoption
- A tight niche helps lawyers build authority faster than bigger competitors
- Client focused content, not firm focused promotion, earns trust and referrals
- Bootstrapping forces creativity and keeps teams aligned with real client needs
- AI supports original insight but never replaces the lawyer behind it