Strategic Direction — Advisory Retainer for Law Firms · Hey Visible

HEY 01 — Strategic Direction · Advisory Retainer

Your Outside
Sales & Marketing
Strategist.

Strategic Direction is a monthly advisory retainer for solo and small-firm attorneys who already spend on marketing and suspect it's not pulling its weight. You get a former practicing attorney as your outside sales and marketing strategist — not an agency, not a coach, not a course. Six months of clear direction on what to fix, what to keep, and what to build next.

Book a Strategy Session See how we work together
30-minute call · Free · No pitch deck.
Investment
$1,800/mo
Flat monthly retainer. No surprises.
Starting Commitment
6 Months
Most clients stay well beyond.
Cadence
3–4x / Month
Working sessions, not status meetings.
Between Sessions
Slack Access
24-hour weekday response window.
02 — The Leak

Most Firms Lose Half
Their Marketing Spend In The Consultation.

You're not running a traffic problem. You're running a conversion problem wearing a traffic problem's clothes.

You've tried the SEO vendor. The PPC agency. The branding refresh. You're generating consultations. Then half of them don't retain, don't show, or ghost after the quote.

That's the leak. And no amount of additional marketing spend will fix a conversation you haven't systemized yet.

Strategic Direction starts with the consultation and works outward — in that order. We fix what's losing you clients before we touch what's supposed to attract them.

40% → 70%
Typical consultation-to-retainer conversion lift inside the first two quarters of a Strategic Direction engagement. Measured, not estimated.
Hey Visible client cohort · 2024–2026
03 — The Model

Advisory. Not Agency.

There are five kinds of people who want a piece of your sales and marketing budget. Strategic Direction is none of them.

What Strategic Direction Is Not

  • Not an agency. I don't run your ads, build your site, or book your posts.
  • Not a coach. No mindset work, no accountability check-ins, no worksheets.
  • Not a course. There's no video library to complete on your own time.
  • Not a generalist CMO. I don't work with dentists, med-spas, or B2B SaaS.
  • Not done-for-you. You or your team still execute. I tell you what to do and why.

What It Is

  • A fractional sales & marketing partner — the same seat you'd fill with a CMO, at 1/10th the cost.
  • Legal-industry exclusive. Family, estate, PI, criminal, immigration, business. I've built in them.
  • Sales-first. We close the consultation leak first, then pour marketing into a bucket that holds water.
  • Outside perspective. No politics, no team dynamics, no "we've always done it this way."
  • Proprietary frameworks. DEEP, GUIDE, RESOLVE, VALUE — the IP from the book, applied to your firm.
04 — The Arc

Six Months. One Arc.

Every engagement follows the same underlying structure — calibrated to what's actually leaking inside your firm. Here's what month 1 vs. month 4 looks like, so you know what you're buying.

Month 01 · Diagnose

We map every consultation you ran last quarter. We find the leak before we touch anything else.
Months 01–02Diagnose & Stop The Bleed
Full audit of your current marketing, intake, and consultation flow. We review call recordings (if you have them), website analytics, consultation-to-retainer numbers, and your current spend. Deliverable: a written diagnosis with the three leaks to fix first.
Included Intake audit + leak report Consultation call review (3 calls) Marketing spend rationalization
Months 03–04Rebuild the Consultation
We rewrite the consultation itself using the DEEP and GUIDE frameworks. You get scripts, objection-handling language, and a fee-conversation protocol your intake team can run. Deliverable: a working consultation system, tested against real prospects.
Included Consultation script + role-play Fee & objection playbook Intake team training (2 sessions)
Months 05–6+Pour Into A Bucket That Holds
Now — and only now — we rebuild the marketing engine around the new conversion number. Channel priorities, editorial cadence, brand positioning, referral systems. Deliverable: a 12-month marketing plan you own, with the numbers to defend it.
Included Channel & budget recommendation 12-month editorial calendar Referral + reactivation system
05 — What's Inside

What You Get Every Month.

Same cadence every month, regardless of where we are in the arc. Predictable, documented, defensible to your partners or your banker.

01

3–4 Working Sessions

Three to four sessions a month on Zoom. Working time, not status meetings. We review the numbers, decide the priorities, and leave each session with a written action list.

02

Weekly Slack Access

A private Slack channel with a 24-hour weekday response window. For the quick questions that don't justify a meeting — a vendor quote, a campaign idea, a difficult consultation.

03

Consultation Reviews

Up to three consultations per month reviewed against the frameworks. You send the recording, I send written feedback with exact timestamps and what to change.

04

Vendor & Spend Review

Every invoice over $500 passes through me before you renew it. I've seen 20 versions of every pitch deck. I'll tell you which ones to keep.

05

Written Playbooks

Every decision we make gets documented — scripts, protocols, briefs, positioning statements. You keep everything at the end of six months, even if we don't renew.

06

Quarterly Proof Review

Once a quarter we measure against baseline: consultation conversion, cost per signed matter, lifetime value, referral rate. No vanity metrics.

I don't want more leads. I want more of the ones I'm already paying for to sign.
— Heard at Intake · Every Law Firm, Every Quarter, Of Every Year.
06 — Fit

This Works If —

Strategic Direction isn't for every firm. I'd rather tell you now than six weeks in. Here's who it's built for, and who it isn't.

Yes

You're A Fit If
  • You're a solo or small-firm owner doing $500K to $2M in annual revenue.
  • You're already spending on marketing — SEO, PPC, content, referrals — and you have numbers to show me.
  • You run consultations yourself or have a small team that does. You can change how they happen.
  • You can commit 3–4 hours a month to strategy work, not just receiving it.
  • You're the decision-maker on spend and hiring, or you can get your partner in the room when needed.

No

Not A Fit If
  • You're pre-revenue, or under $250K. You need Intake Mastery first — and a sharper offer, not a strategist.
  • You want someone to run your marketing, not advise on it. That's an agency. I can recommend two.
  • You're looking for a coach, an accountability partner, or a cheerleader. This isn't that.
  • You practice outside the United States. My frameworks are calibrated to U.S. legal buyers.
  • You think the problem is "more leads." If we start here, we'll both be frustrated by month 2.
07 — Who You're Hiring

Pamela Foley, JD.

You're not hiring a firm. You're hiring one person, with receipts.

The Edge Pamela Foley, JD

I Built The Firm
You're Trying To Build.

I practiced family law. I built a three-location family law firm from zero, which is where I learned — by burning $100K on marketing that generated consultations that didn't retain — that the problem wasn't our funnel. It was our conversation.

I'm the author of The Ultimate Guide to Legal Services Sales, a 465-page book that is the foundation of everything we do together. I work exclusively with law firms. I don't take dentists.

Strategic Direction is the engagement I wish I'd had when I was where you are.

Credential
JD · Lewis & Clark
Firms Built
3 Locations
Industry
100% Legal
Book
465 Pages · 2025
08 — Investment

$1,800 A Month. Six Months.

One line on your P&L. If we don't move the consultation number in that window, you should fire me — and most of my clients don't.

$1,800/mo
Strategic Direction
6-Month Starting Commitment · Most Clients Continue
Every Month Includes
  • 3–4 working sessions a month
  • Private Slack, 24-hr weekday response
  • Up to 3 consultation reviews
  • Vendor & spend review on invoices > $500
  • Written playbooks you keep
  • Quarterly proof review against baseline

Start With A
Strategy Session.

Thirty minutes. No deck. I'll ask about your numbers, your consultations, and your current spend. If it's a fit, we'll book the engagement on the same call. If not, I'll tell you which of the four Hey Visible products is actually right — or refer you out entirely.

Book A Strategy Session
Free · 30 minutes · Held personally by Pam.
09 — The Questions

Answered Straight.

The questions that come up on every strategy session. Answered here so the call can be about your firm, not about me.

01Why 6 months and not a shorter trial?+
Diagnosis takes 30–45 days. Rebuilding the consultation takes another 60. The marketing work that follows is only defensible once the conversion number has moved. Under six months, we diagnose and stop; we never rebuild. You'd be paying for half the work. The engagement is the arc.
02Can you run my marketing for me?+
No. I'm the strategist — the person who decides what to build and why. If you need execution, I'll recommend the two agencies I trust and vet their proposals with you. Keeping me separate from execution is how you get honest advice about your vendors.
03Do you work with firms outside family law?+
Yes. Family law is where I practiced, but the frameworks — DEEP, GUIDE, RESOLVE, VALUE — work across estate, personal injury, immigration, criminal defense, and business law. The consultation dynamics differ; the underlying economics don't. What I won't take is anything outside legal.
04What if I just want the book?+
Read it first. The book is $39 and covers the frameworks in depth. Most of my Strategic Direction clients have read it before booking a strategy session. If the book solves your problem, you've saved $10,800 — and I'd rather that than waste a seat.
05How is this different from Legal Sales Mastery or Intake Mastery?+
Legal Sales Mastery ($4.5–5K) is an 8-week consultation-conversion training — you learn the frameworks and apply them yourself. Intake Mastery ($3K) is a 30-day intake-process rebuild. Strategic Direction sits above both — it's the ongoing advisory that tells you which fire to put out first, then keeps showing up after it's out. Many clients start with Intake or Mastery and add Strategic Direction after.
06What if I need to cancel?+
The 6-month starting commitment is real — it protects the work, not me. After month 6, most clients continue; the engagement converts to month-to-month with 30 days' notice. You keep every playbook, script, and document we've produced, regardless of when you end.

Stop Paying For Marketing Your Sales Process Can't Convert.

A 30-minute strategy session, held by Pam. No deck. No up-sell ladder. Either Strategic Direction fits, or it doesn't, and you'll know before the call ends.

Book A Strategy Session
30 Minutes · Free · Held Personally By Pam