146: Using Legal Internships to Give Back, Build Brand and Backlinks with Adam Rossen

Ten Golden Rules Internet Marketing for Law Firms Podcast

Building a thriving law firm doesn’t come from just winning cases, it comes from investing in people, systems, and community.

Jay sits down with Adam Rossen, Founder of Rossen Law Firm, to explore how leadership, mentorship, and grassroots marketing have fueled his firm's growth. From a powerful internship program to authentic networking strategies, Adam shares how long-term relationships—not just tactics—create sustainable success. If you're looking to build a firm with heart, structure, and community impact, this conversation offers a blueprint worth following.

Key Topics

03:37 – What inspired Adam to leave prosecution and start a purpose-driven criminal defence firm.

04:44 – How EOS changed the trajectory of his firm’s growth and culture.

05:57 – Why hiring a professional implementer transformed their systems and team dynamic.

07:11 – Celebrating 3,000+ cases closed with a live office counter as both a motivator and marketing tool.

08:46 – How case types are tracked to determine where marketing efforts should focus.

09:37 – The media storm surrounding a high-profile Palm Beach County case and how Adam handles public pressure.

10:59 – What grassroots marketing really means and why it only works when it’s authentic.

12:37 – How a referral-based shoe donation campaign grew into a marketing and brand asset.

14:01 – Why consistency in community outreach builds long-term trust and visibility.

14:44 – Adam’s view on bar associations vs. higher-level networking groups like Provisors.

16:42 – Why Provisors’ national network and intentional relationships elevate referral potential.

19:15 – The mindset shift required to succeed in long-term professional networking.

21:05 – What makes someone truly referable in a professional network—and why it’s not just about skill.

23:23 – Inside the Rossen Law internship program: how it evolved from shadowing to a full learning curriculum.

25:37 – What makes interns relocate for an unpaid position—and the reputation it’s built.

27:25 – A breakdown of how interns are trained, mentored, and immersed in the culture.

29:15 – The importance of alignment between personal brand and firm brand in community impact.

30:29 – How Adam is using partnerships with criminal justice organizations to expand reach and visibility.

31:53 – A smart backlink strategy for the internship program that also supports brand authority.

33:37 – The next evolution: launching a paid mentorship program to support non-traditional candidates.

35:17 – Why founders must transition from hustle mode to brand-building for long-term growth.

36:37 – How to apply grassroots PR techniques and personal connection to link-building.

40:22 – Favorite new productivity tool: Plaud Note Pen for AI-powered meeting capture.

41:37 – Recommended reading: I Am John Galt—linking Ayn Rand philosophy to modern entrepreneurship.

42:59 – Where to connect with Adam and why he’s all-in on LinkedIn for future growth.

Resources Mentioned

Books

• I Am John Galt by Donald Luskin – https://a.co/d/1uLtewk

Technology

• Plaud AI – AI-powered audio notes device - https://www.plaud.ai/

Podcasts

• The Renegade Lawyer - Ben Glass - https://podcasts.apple.com/ca/podcast/the-renegade-lawyer-podcast/id1688205104
• Hampton Law - John Hampton - https://www.youtube.com/@hamptonlawfirm

About our Guest:

Adam Rossen is a seasoned Broward criminal defense attorney who has represented thousands of clients in cases ranging from DUI and domestic violence to serious felonies such as drug trafficking, robbery, and vehicular homicide. With over 50 jury trials and numerous acquittals and dismissals, Adam is known for his fearless courtroom presence and dedication to achieving the best possible outcomes for his clients. A former Assistant State Attorney in Broward County, he brings valuable insight into the prosecution’s strategies, having once prosecuted the same crimes he now defends. A lifelong South Florida resident, Adam is also a passionate high school basketball coach, with over a decade of experience and a state championship win in 2014.

https://www.rossenlawfirm.com/

https://www.linkedin.com/in/adamrossen/

About Jay Berkowitz:

Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules, a digital marketing agency specialized in working with attorneys.

Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon. He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.

Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.

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