In this episode of Legal Currents, host Will McCreight sits down with Tifiny Swedensky, Founder and CEO of Sharp Cookie, fractional CMO for law firms, podcast host, and legal marketing strategist.
Tifiny shares her unconventional path into legal marketing, starting with self-taught web development and evolving into a data-driven approach to law firm growth. Together, Will and Tifiny unpack what most firms get wrong about marketing, why systems and intake matter more than tactics, and how referral marketing continues to outperform expensive paid channels.
They explore the balance between process-driven marketing and outcome-based goals, why attribution is often misleading, and how law firms should think about websites, content, reviews, and authority building in a post-AI, post-blog era. Tifiny also delivers a strong warning about AI hype, failed implementations, and shortcut marketing promises that distract firms from fundamentals.
This episode is packed with practical advice for firm owners who want predictable growth without chasing trends, including what to do if you only have two hours per week to spend on marketing and where most firms unknowingly lose cases before they ever sign.
