Introduction, Mindset and Tools 

AN HONORABLE MINDSET

The origins of marketing, how it’s applied today and why you should do it differently.

1. The Origins of Modern Marketing

  • Edward Bernays: Nephew of Sigmund Freud, known as the “Father of Public Relations”
  • Applied Freud’s theories of the unconscious mind to mass communication
  • Shifted marketing from informing to emotionally manipulating public behavior

2. Key Concepts Introduced

  • People make decisions based on desire, identity, and emotion, not logic
  • Marketing became about selling feelings, not just products:
    • Cigarettes = freedom
    • Cars = power
    • Products = self-worth

3. The Legacy in Today’s Marketing

  • Social media ads, influencer branding, emotional triggers = Bernays' playbook modernized
  • Digital marketing often targets unconscious fears and desires
  • Consumers are being manipulated, not educated

4. Why This Matters for Attorneys Using AI

  • AI gives unprecedented power to scale outreach and influence
  • You can:
    • Manipulate and exploit emotional pain
    • OR Educate, guide, and serve with integrity

5. The Call to Ethical Marketing

  • Build trust by telling the truth well
  • Focus on value, transparency, and respect for your audience
  • Let AI amplify your honor, not your ego

‍TOOLS

For the purposes of this course, we will use Google Meet as the main tool for recording and transcribing conversations.  Google Meet is also the tool in which all webinars will be administered. However, should you wish to use an alternative tool, we have listed some below.  

  1. Google Meet
  2. Alternatives
  3. Riverside

Free Google Meet (with a basic Google Account)

  1. Hosts up to 100 participants
  2. Group meetings (3+ people) are limited to 60 minutes
  3. One-on-one calls have no time limit
  4. Includes these standard features:
    1. Screen sharing
    2. Adjustable layouts
    3. Virtual backgrounds
    4. In-call chat
    5. Live captions (English)
    6. Google Calendar integration
  5. Recording and meeting transcription are not included in the free version 

Upgrading for Recording & Transcription

To access recording and automatic transcription, attorneys must upgrade to a paid Google Workspace plan:

Google Workspace Business Standard

Features included:

Higher tiers

Alternatives for Recording and Transcribing Google Meet (Free Plan)

Option 1: Screen Recording Software

Use external software to record your Google Meet session manually:

For Windows/Mac:

  • OBS Studio (free, open-source)
  • Loom (free for short videos, paid for longer recordings)
  • Screencast-O-Matic (free and paid versions)
  • QuickTime Player (Mac only – can record screen and mic)

Steps:

  1. Start your Google Meet session.
  2. Open your screen recorder.
  3. Select the window or screen with the meeting.
  4. Press record and speak as normal.
  5. Save the video file when done.

Option 2: Use Zoom (Free Version)

If you need recording and transcription capabilities in a single tool:

  • Zoom’s free plan includes local recording on your device.
  • You can use Zoom’s built-in AI transcription (with limitations), or upload the recording to a transcription tool.

Option 3: Use Riverside

Riverside is online podcast recording platform we use, and are a great resource for this if you don’t have Meet or Zoom

  • Record the video on your phone or webcam
  • Go to https://riverside.fm/transcription and upload the file
  • Download the transcription as a word file and continue to build your GPT

DATA COLLECTION PREP

When attorneys speak unscripted on video, they naturally reveal their authentic voice, tone, phrasing, values, and pacing — all of which can help ChatGPT mirror them more precisely for content creation.

Below is a list of 10 carefully crafted questions designed to draw out not only their tone and language, but also their personality, mindset, and client philosophy. These can be answered on video (or audio), transcribed, and then used to further train or inform ChatGPT for hyper-personalized marketing content.

These questions are designed to help you articulate your natural communication style, values, tone, and client philosophy. Your responses will help your AI-generated content sound like you — not a generic law firm.

How to Use These Responses

  1. Record yourself/your attorney answering these questions naturally on video or audio.
  2. Transcribe the answers using any transcription tool (such as Otter.ai, Google Docs voice typing, or Zoom transcription).
  3. Paste the transcript into ChatGPT with this instruction (Prompt 1):

Here are my personal responses to 10 brand voice questions. Please analyze my tone, phrasing, and values. Based on this, adjust the way you write future content to match how I naturally speak and communicate with clients.

This will help ChatGPT align with your personality, tone, and values when writing social posts, blog content, email campaigns, and more.

Step-by-Step Instructions on How to Record and Transcribe a Meeting on Google Meet.

How to record and transcribe a meeting using Google Meet, including options for both paid and free accounts.

Step 1: Check Your Google Account Type

  • Recording and transcription features are only available to users with a paid Google Workspace plan (such as Business Standard, Business Plus, or Enterprise).
  • Free Gmail accounts do not include recording or transcription.

If you're unsure of your account type, go to https://myaccount.google.com, then click “Payments & subscriptions” to check your current plan.

Step 2: Start or Join a Google Meet

  1. Go to https://meet.google.com.
  2. Click “New meeting” or enter a meeting code to join an existing one.
  3. Allow access to your microphone and camera if prompted.

Step 3: Start Recording the Meeting (Paid Accounts Only)

  1. Once in the meeting, click the three vertical dots (More options) at the bottom-right corner of the screen.
  2. Select “Start recording.”
  3. A prompt will appear asking for consent; click “Start” to confirm.
  4. A red "REC" icon will appear to indicate the meeting is being recorded.

Note: All participants will be notified that recording has started.

Step 4: Stop the Recording

  1. When you're finished, click the three dots again.
  2. Select “Stop recording.”
  3. The recording will automatically save to the Google Drive of the meeting organizer (in a folder called “Meet Recordings”).

You’ll also receive an email with a link to the recording.

Step 5: Enable Transcription (Paid Accounts Only)

  1. Click the three-dot menu again during the meeting.
  2. Select “Start transcription.”
  3. Google Meet will begin transcribing everything spoken in real time.

The transcript will be saved to Google Drive alongside the recording, and you will receive a download link via email.

If You Have a Free Google Account

Free accounts do not have built-in recording or transcription.
Here are your alternative options:

  • Use Zoom (free version) with local recording enabled.
  • Use screen recording software (such as Loom, OBS Studio, or QuickTime) while you're in the Google Meet.
  • Use a transcription tool like:
    • Otter.ai (free and paid plans)
    • Descript
    • Google Docs voice typing (Tools > Voice Typing)

Step 6: Save or Edit Your Transcript (Optional)

Once the transcript file is saved:

  • Open it in Google Docs or Microsoft Word.
  • Clean up speaker tags or edit the content as needed for clarity.
  • Use it for content creation, brand voice analysis, or archiving client discussions.
Introduction
Building the Custom AI Agent (No Code Needed)