Every Slide From the Session
How great clients actually choose their lawyers, the four-step framework for engineering referral relationships, and a live demonstration of turning one idea into a compelling offer for a potential referrer.
The best clients don't Google “M&A lawyer Sydney”. They ask someone they trust, then check the evidence online before picking up the phone. We walk through the three stages: the referral, the evidence check, and the outcome. If the evidence doesn't stack up, the call never happens.
Goal, Triggers, Partners, Offer. The full framework from the session, with a worked example mapping a real referral relationship end-to-end: from defining the work you want more of, to identifying the triggers that create action, naming the people who see the opportunity first, and building an offer that starts a new referral partnership.
How AI can turn a single piece of content into a full marketing campaign. A live demonstration of repurposing one idea into many.
Download the .skill file for the skill you want, then open Claude at claude.ai.
In the left sidebar, go to Customise, then Skills, click the + button, and upload the file. Make sure the skill is toggled on.
That's it. Claude will automatically use the skill when you type the trigger phrase.
If you'd prefer to see or edit the instructions first, use the .md file instead and paste the contents into a new skill using Create skill > Start from scratch.
Skills are available on all Claude plans but require code execution to be enabled (Settings > Capabilities > toggle on “Code execution and file creation”). For full details on installing, managing, and sharing skills, see Anthropic's skills guide.
Your profile is the foundation everything else is built on.
This skill walks you through building a Lawyer Profile, a structured document that captures who you are, what you do, who you serve, and how you like to work.
It pulls from your firm bio, LinkedIn, directory listings, and your own answers to a handful of strategic questions.
The output is a reusable profile you paste into other skills so every output sounds like you, not a generic template.
Takes about ten minutes.
Type start profile builder or /lawyer-profile-builder to get started.
Most lawyers know referrals are their best source of work, but few have a plan for getting more of them.
This skill works as a funnel; it starts broad and narrows through conversation to one goal, one trigger, one referral partner category, one named referrer, and one offer.
Along the way, it uses Deep Research to find real potential referrers, then asks you to do your own desktop research and pick the one you want to start with.
The output is a focused campaign brief you can act on this week, not a long list of options you'll never get to.
Type pursue referrals or /referral-campaign-builder to get started.
You've got your referral campaign and you've chosen an offer. Now what?
This skill takes that single offer and generates initiative ideas around it; things that promote it, extend it, and deepen the relationship with your referrer.
You pick the ideas you like, then the skill maps where AI can help you execute each one.
The output is two documents: a proposal you can take to your referrer showing what you're suggesting and what you'll handle, and an AI execution map for your own reference so you know exactly how to deliver on what you've promised.
Type 1 idea = many initiatives or /content-initiatives-builder to get started.
These skills are designed for Claude, and that's where they work best.
But the thinking behind them (the frameworks, the questions, the step-by-step flow) isn't locked to one platform.
Each skill is built on a structured prompt file (the .md file), and that same file can be adapted for other AI tools.
In ChatGPT, you'd paste it into a Custom GPT (go to “Explore GPTs”, hit “Create”, and paste the instructions in).
In Microsoft Copilot, you'd build it as a custom agent using Agent Builder or Copilot Studio, which works in a similar way.
Both platforms support the kind of multi-step, conversational workflows these skills are built around.
Referred shows how to build the partnerships that send you high-value work, and how to make sure those referrals actually convert.
The book publishes in mid/late 2026. As a thank you for joining us at LSAS+1, we'll ship you a physical copy free when it's released. Request yours by Friday, 8 May 2026.
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Toro Legal Marketing is a specialist marketing agency for law firms that grow through relationships, referrals, and reputation.
With over 20 years working in law firm marketing, leading teams inside large firms (HWL Ebsworth, Macpherson Kelley, Allens and Freehills) and building an agency exclusively for lawyers, we understand a truth most agencies miss: business owners, executives, and discerning private clients don't choose their lawyers from ads or search results. They ask someone they trust, then research the names they're given before making contact.
We make sure you're ready when they do, with marketing strategy, websites, and marketing support designed to reflect the calibre of your practice and strengthen the relationships your firm is built on.
Our Services
Growth strategy for your firm, your practice groups, or individual lawyers.
Brings the plan to life: content, campaigns, events, and digital marketing.
A website that gives referrers confidence and turns research into conversations.
Visual identity that signals credibility at every touchpoint.
Paul Evans is the founder of Toro Legal Marketing. He's spent over 20 years helping law firms grow, first as head of marketing inside two of Australia's fastest-growing practices, HWL Ebsworth and Macpherson Kelley.
In 2014 he founded Toro Digital, the agency now rebranding to Toro Legal Marketing, which has worked with more than 50 law firms across Australia, Singapore, and New Zealand.
Today, Paul works with boutique and growing practices serving businesses and discerning private clients, the type of practices where the right referral from the right person matters more than cold, unqualified leads.
Paul has delivered more than 100 law firm websites, from solo practitioners to firms with over 1,000 lawyers. Inside HWL Ebsworth, he led marketing through the firm's growth from 200 to 650 people, including two major mergers. At Macpherson Kelley, he built the marketing strategy from scratch across 60+ partners, fueling years of organic growth.
The work since has fallen into a few consistent categories:
