Maria Monroy

Maria Monroy (00:00):
Our whole thing is, how do we get you cases? Even just harping on the first page of Google, it's very sexy to rank organically number one, but you could have a conversion issue, you could have an issue with intake, you could have an issue with traffic. It's no longer about being on the first page of Google organically. It's really about creating synergy on the first page of Google. So ideally, you're doing local service ads like you, local SEO, like you're about to do, organic SEO. And then, we talk about pay-per-click, because then we can get you on the first page four times. If we can do that, if, I can't guarantee that we can do that, but if we can do that, people will literally call you and be like, "You were all over the internet. It was a sign from God. I had to call you," right? If we think-

Bob Simon (00:58):
If somebody sees Mauro's face and says, "It's a sign from God," we have to have a real conversation.

Maria Monroy (01:03):
... Yes.

Bob Simon (01:11):
Welcome to this episode of Bourbon of Proof, where we interview those who have been successful in both law and life, and we do so over several high-spirited bourbons. And today will be no exception, but we are very, very honored to have one of the queens in the industry, Ms. Maria Monroy.

Maria Monroy (01:27):
Thank you.

Bob Simon (01:28):
Thank you for coming on.

Maria Monroy (01:28):
No, thank you for having me.

Mauro Fiore (01:30):
La Madrina.

Bob Simon (01:30):
La Madrina.

Mauro Fiore (01:30):
Godmother.

Bob Simon (01:33):
And also, of course, our esteemed co-host, Mauro Fiore. Mauro, why do you call her La Madrina?

Mauro Fiore (01:37):
Because I wouldn't be surprised if I saw on the news that she was running a huge drug empire. You know what I mean? She's got that badass vibe.

Bob Simon (01:47):
Dude, yeah. You do strike the fear in a lot of people, Maria.

Mauro Fiore (01:49):
Yes.

Maria Monroy (01:49):
That is so weird to me because that's not how I see myself.

Bob Simon (01:55):
But I think the thing is, everybody knows not to fuck with you.

Mauro Fiore (01:57):
That's for sure.

Maria Monroy (01:57):
I just say things how they are. I don't filter myself.

Bob Simon (02:02):
But there's power in that.

Maria Monroy (02:03):
And I have boundaries. I'm really good with boundaries.

Bob Simon (02:06):
Well, we're going to start with a no boundaries-

Mauro Fiore (02:09):
I'm really good with boundaries too.

Bob Simon (02:10):
... Yeah, okay.

Maria Monroy (02:15):
You?

Mauro Fiore (02:15):
She says, "You?"

Bob Simon (02:16):
Exactly. You're already... So this was actually a gift from one of our very good mutual friends, Mitri Shatara

Maria Monroy (02:21):
I love Mitri.

Bob Simon (02:27):
We all love him. So Mitri, this is his favorite brand. This is Orphan barrel, which I call art in a bottle. And they take these barrels, they turn them into art, that most people... Look, they didn't see him coming, right? So the reason I selected this for you, Mauro and I, is because you tend to have three beautiful children. You and your husband run your company together. You help a lot of folks out, but you're never tied down to one place. You've lived from San Diego, to Mexico City, to Vegas, to Miami. And I'm just talking the last two years.

Maria Monroy (03:01):
Yep. You missed one in there.

Bob Simon (03:02):
Which one did I miss?

Maria Monroy (03:03):
[inaudible 00:03:04].

Bob Simon (03:04):
Really? I didn't know you were there.

Maria Monroy (03:05):
Yeah.

Bob Simon (03:05):
There you go.

Mauro Fiore (03:06):
My mom was a from [inaudible 00:03:09].

Bob Simon (03:09):
I'll just give you some. Maria doesn't like to drink a lot of whiskey, so we'll give her a light pour.

Maria Monroy (03:12):
I don't think I've had it since I was a child and my grandpa-

Bob Simon (03:15):
Since you were a child?

Mauro Fiore (03:18):
Where did you grow up when Maria?

Maria Monroy (03:20):
... That came out wrong. [inaudible 00:03:23]. Thank you.

Mauro Fiore (03:23):
Oh, so you used to drink Presidente then?

Maria Monroy (03:25):
Well, no. My grandpa would drink whiskey and I would put my finger in it and lick my finger.

Bob Simon (03:29):
We [inaudible 00:03:30] the kids. To Maria Monroy. Hopefully this is not as-

Maria Monroy (03:35):
I'm scared.

Bob Simon (03:35):
... Don't be. Actually, Mauro's terrified right now.

Maria Monroy (03:38):
I know, he should be though.

Mauro Fiore (03:39):
Well, my mom was from [inaudible 00:03:40] at least.

Maria Monroy (03:41):
Really?

Bob Simon (03:42):
This one is so good. This one's so good. See how she likes it? She's your tequila girl.

Maria Monroy (03:50):
It really reminds me of my grandpa.

Bob Simon (03:52):
Really?

Maria Monroy (03:52):
Yeah.

Bob Simon (03:53):
See, I think Bob is-

Maria Monroy (03:53):
I haven't had it since.

Mauro Fiore (03:55):
That's cool. To have a reminder of a relative. I have a bottle of Brute Cologne in my house. Brute is like this old, shitty, cheap cologne that my dad wore it every day of his life. And so if I ever want to remember my dad, I just open the Brute bottle, I sniff it and it smells like my dad.

Maria Monroy (04:12):
Oh, that's sweet. No, it's not bad.

Bob Simon (04:16):
They do say that your sense of smell is the one that brings you back more than any of the senses. So we teach trial lawyers that if you want to get juries in the moment you bring them back to a smell. Not like visual, not hearing. It's just the smell of Rohypnol at the bar [inaudible 00:04:35] Mauro.

Mauro Fiore (04:35):
You're giving away all my secrets.

Maria Monroy (04:36):
You don't have any secrets.

Bob Simon (04:38):
Mauro is very-

Mauro Fiore (04:39):
Well that book, the Culture Code, you ever read the book The Culture Code? It's a marketing book by this French guy his thing was like how to market to people through their senses. It's called-

Bob Simon (04:53):
Really?

Mauro Fiore (04:54):
... His number one thing was he was the guy that did the... I think it was the Maxwell Health Coffee thing where they would smell the coffee.

Bob Simon (05:05):
I can actually smell that commercial [inaudible 00:05:09].

Mauro Fiore (05:10):
He's that guy. So he developed a [inaudible 00:05:11] through your senses for marketing.

Bob Simon (05:13):
And dovetailing out of a marketing, Maria Monroy is the master of marketing.

Maria Monroy (05:16):
Digital marketing.

Bob Simon (05:18):
Well, not only digital Maria, because we were talking off camera about I think genius things about bringing communities together and stuff to do. But how did this come about? How did LawRank... Because now I'm a customer of LawRank-

Maria Monroy (05:33):
You are?

Bob Simon (05:33):
... and-

Maria Monroy (05:36):
And you? Still waiting.

Mauro Fiore (05:38):
I'm still looking at the contract.

Maria Monroy (05:39):
I'm still waiting. The contract expired two years ago.

Bob Simon (05:45):
... So how did it come to be?

Maria Monroy (05:48):
Yeah, so I can't take any credit for it. My husband at the time was in law school and that was the second career for him. He was late thirties, early forties, and his brother who went to law school at the normal, typical age left the DA's office and said, "Hey, you're pretty techie. Can you get a website up and running for me? I'll pay you a few grand." It was a summer, so he was free and he was like, "Sure, why not?" And because he was in law school, he was like, "Well, I can write the content." And he became fascinated by this idea of like, how does Google pick? Why does it pick one firm over the other? So long story short, he started doing SEO for his brother for free, for shits and giggles. And his brother all of a sudden had a full on business because of him and he was like, "You can't stop."

Bob Simon (06:30):
He does criminal stuff, right?

Maria Monroy (06:32):
The brother? Yeah.

Bob Simon (06:36):
Wow. But we talk a lot about, English is your second language.

Maria Monroy (06:40):
It is, yeah.

Bob Simon (06:42):
But when they're writing the content, I feel like you guys are the masters at doing SEO for the Hispanic community. [inaudible 00:06:49].

Maria Monroy (06:49):
Yeah, that's one of our specialties.

Bob Simon (06:50):
But this is why you should actually... Because you do so much in that community as well Mauro, that it's excellent

Mauro Fiore (06:57):
Because you have to a free six-month trial.

Maria Monroy (06:59):
No.

Bob Simon (06:59):
Oh, here we go.

Maria Monroy (07:00):
No, no, no.

Bob Simon (07:01):
Maria is actually the one that'll tell you, don't fucking come cheap because it ain't going to work.

Maria Monroy (07:04):
I don't work with people that ask those questions.

Mauro Fiore (07:07):
You know what, the one thing I can say about Maria [inaudible 00:07:09], years and years before I really knew her, I would just see her at conferences, but she's a stalwart at conferences. This lady spent every conference [inaudible 00:07:18] street, her free swag is the fucking best stuff.

Bob Simon (07:21):
Really?

Mauro Fiore (07:22):
She doesn't mess around. She gives away good shit. I mean, I have all my LawRank hats that I've stolen from her booth over the years.

Bob Simon (07:30):
Because they dry-fit running hats, yeah.

Mauro Fiore (07:31):
They're like Nike golf hats. You talking like, $25 hats-

Maria Monroy (07:33):
They are $25.

Mauro Fiore (07:35):
... without the logo.

Bob Simon (07:36):
They are exactly 25.

Mauro Fiore (07:38):
So I've stolen so much shit out of her booth that I still use to this day. So she doesn't cheap out on the swag-

Bob Simon (07:43):
And you still want six months free.

Mauro Fiore (07:44):
... maybe you can tell us about that. That's on purpose, that you give away good stuff.

Maria Monroy (07:52):
Yes.

Mauro Fiore (07:52):
You're not giving away cheap shit people are going to toss.

Maria Monroy (07:52):
Yeah. When we're going to go to our first conference, Marano and I were talking about swag and I was like-

Bob Simon (07:57):
How long ago was this, by the way?

Maria Monroy (07:59):
This was pre COVID, like probably a year before COVID hit.

Bob Simon (08:04):
Wow.

Maria Monroy (08:04):
Yeah, so we've been around for 10 years. It was our 10-year anniversary a few weeks ago, but we didn't do any marketing the first few years at all. It was word of mouth. I was too busy having children and that was that. But when we were like, "Okay, let's go to a conference." And we were talking about what to do, my husband was like, "Well, anything we're going to do, we're going to do high end. We're not going to cheap out." So he's like, "You want to do hats? We'll do Nike hats" And at the time we were just a brand new business and I was like, "Dude, that is going to cost thousands of dollars." And he was like, "If you are going to do it, this is how we're going to do it." He was very adamant about it. So I was like, "Okay, we'll do it."

Mauro Fiore (08:42):
I'm such a LawRank thief of stuff, that one time she switched to Puma hats, I was like, "What the fuck are these Puma hats?"

Maria Monroy (08:46):
Yeah, during COVID they had shortage.

Bob Simon (08:46):
I can't believe you actually paying attention-

Mauro Fiore (08:47):
[inaudible 00:08:47] I was like, they not even worth stealing them.

Maria Monroy (08:52):
You didn't even know me then too.

Mauro Fiore (08:53):
Yeah, it wasn't even worth stealing. I would wait for her to turn around and would just swipe it out of her booth.

Maria Monroy (08:56):
You don't have to do that. Just go up and-

Mauro Fiore (08:58):
[inaudible 00:08:59] and stole the Puma hats.

Bob Simon (09:00):
... He likes to feel like he's very-

Mauro Fiore (09:01):
[inaudible 00:09:02] stealing from booths.

Maria Monroy (09:01):
... Really free stuff?

Mauro Fiore (09:01):
I have a bunch of-

Bob Simon (09:06):
... He's a trophy room.

Mauro Fiore (09:10):
... what do you call it?

Bob Simon (09:10):
Like the guys on-

Mauro Fiore (09:11):
[inaudible 00:09:11]. I have a bunch of [inaudible 00:09:11] stolen from Ambrose. And Ambrose's never got a dollar out of me, but he has [inaudible 00:09:15] stuff in his booth, but he's very protective of his shit. You have to really be stealth to get it.

Maria Monroy (09:21):
You know what? We should play a joke on him and just take all his shit and hide it.

Mauro Fiore (09:24):
Yeah.

Bob Simon (09:25):
It would kill him.

Maria Monroy (09:26):
Let's just do it.

Bob Simon (09:26):
All right, let's do it.

Maria Monroy (09:26):
Let's do it.

Mauro Fiore (09:27):
[inaudible 00:09:29].

Bob Simon (09:27):
[inaudible 00:09:30].

Maria Monroy (09:29):
He'll never watch this, let's do it.

Bob Simon (09:31):
He'll never watch it.

Maria Monroy (09:32):
It'll be great.

Bob Simon (09:32):
Somebody will tell them about it though.

Mauro Fiore (09:34):
So you switched back to Nike after that Puma shit?

Maria Monroy (09:36):
The only reason we did Puma was because of COVID. There was a shortage and we couldn't get Nike. So we're like, "Okay, well I guess this is the next best thing." For women we do Lululemon.

Bob Simon (09:46):
Nice. I love Lululemon.

Maria Monroy (09:50):
Me too.

Bob Simon (09:50):
Actually I'm wearing all Vuori right now.

Maria Monroy (09:50):
Okay.

Bob Simon (09:51):
It's my favorite brand right now, it's Vuori.

Maria Monroy (09:54):
I've heard it's good.

Bob Simon (09:54):
It is good.

Maria Monroy (09:55):
I haven't tried it.

Bob Simon (09:55):
I like Stance socks, Vuori, I still wear Lululemon and of course any Nike product, I wear a lot of...

Maria Monroy (10:02):
Ugly tennis shoes? Yeah.

Bob Simon (10:03):
Get the fuck out of here, Maria.

Maria Monroy (10:05):
I love pissing you off with that.

Bob Simon (10:07):
It's not okay. It's not okay.

Mauro Fiore (10:08):
It's not okay.

Maria Monroy (10:08):
It's totally okay.

Bob Simon (10:10):
Mauro likes to wear designer tennis shoes.

Maria Monroy (10:13):
I like that better.

Bob Simon (10:13):
Let me see, he's wearing Coach right now.

Maria Monroy (10:15):
That's not Coach, that's Gucci.

Mauro Fiore (10:16):
No, these are Coach.

Maria Monroy (10:17):
Are they really?

Bob Simon (10:17):
Yeah, those are coach.

Maria Monroy (10:18):
Oh yeah. I don't approve

Bob Simon (10:19):
Those don't come in men's yet, but he's working on it. So what's it like working with your husband? Every time I meet him I'm fascinated. I feel like he's a genius.

Maria Monroy (10:35):
Yeah. He is.

Bob Simon (10:36):
But we all see you all the time because you have to do the sales shit, right? Is that how it goes?

Maria Monroy (10:40):
Yeah. Everyone thinks I'm the one doing stuff and I'm like, "I just do this." Which is a full-time job.

Bob Simon (10:45):
Oh it is.

Maria Monroy (10:47):
But yeah. What's it like working with him? Well it's good and it's bad at the same time, right? Because we talk about work all the time. So that's sometimes not ideal. Not ideal for the kids, not ideal for our marriage, but it's great because I trust him.

Bob Simon (11:02):
I'll tell you what, look, when we were in a conference in Miami and I saw your son Sebastian before I saw you and he was so excited because he got to see his mom talk.

Maria Monroy (11:17):
Yeah, that's cute.

Bob Simon (11:17):
Get me emotional about it. It's not even my kid. But it was-

Maria Monroy (11:19):
Don't get me emotional.

Bob Simon (11:22):
... But it's very cool to see your kids be involved and literally look up to mom on stage and your husband was so... I saw him down... We were talking to a bunch of folks I probably didn't want to talk to and your husband came up and saved me with one of your other kids and it was very nice. We had a good conversation and it was good to find good people in the industry. And we call them the rescue clubs of conferences, because if we see you or anybody else we know we can get out of any bullshit conversation we have to be having in the moment.

Maria Monroy (11:54):
Yeah.

Mauro Fiore (11:54):
My problem is that I enjoy talking to people, even like wackos, I meet at conferences. I could stay there all day [inaudible 00:12:02].

Maria Monroy (12:01):
I don't know, I don't like to have very silly superficial conversations. Like, "Where do you live? How's the weather?"

Bob Simon (12:09):
This is why I love Maria because she's right to the fucking point.

Maria Monroy (12:11):
I'm just like, if we can't talk about something more meaningful, and it doesn't have to be business, I rarely even mention SEO. Like if we can't just talk about life, I just don't want to talk to you.

Bob Simon (12:21):
Don't want to talk. When Maria calls me or texts me and she knows I don't pick up calls. If I pick-

Maria Monroy (12:25):
You pick up my call.

Bob Simon (12:26):
... I pick up his call, you're call [inaudible 00:12:28] emergency-

Mauro Fiore (12:29):
You know what? I'm old man. I like to call people.

Maria Monroy (12:30):
He hates it. And I literally, when he picks up I'm like, "I'm sorry, I know you hate this, but..."

Bob Simon (12:35):
... She gets right to the point. "This is what we got. This is what we're got to do. Good, good, good." It's literally a ten second conversation.

Maria Monroy (12:39):
It's a very quick phone call. The other day we talked for 10 minutes, we talked about 50 different things and it was like boom, boom, boom, boom, boom. Cool.

Bob Simon (12:46):
Because we're all busy people. We have stuff because for me this is why-

Mauro Fiore (12:49):
You consider phone calls like an invasion.

Maria Monroy (12:51):
He does.

Bob Simon (12:51):
I think it's fucking rude and here's why-

Mauro Fiore (12:53):
[inaudible 00:12:54].

Bob Simon (12:54):
... my day is so detailed. It's rude because I'm doing this in this moment. Yeah, it's convenient for you to call me right now, but I am entrenched in this and I'm like, "Fuck, is this an emergency?" And I pick it up Mauro's like, "What are you doing right now?" "Fucking grinding, what do you think I'm doing?"

Mauro Fiore (13:12):
But you always have to keep in the back of your mind. If I'm calling you, I might need to get bailed out.

Bob Simon (13:16):
Well, but this is why I pick up your call.

Maria Monroy (13:17):
That's funny.

Mauro Fiore (13:19):
Because I'm calling you from the joint and I need to get bailed out.

Bob Simon (13:21):
And then I can remember he's a lot of aliases so I have to remember what name he probably used. So it's always, "Where are you?" And if he's like at some place, I know this is probably the fake name he used.

Mauro Fiore (13:31):
I go by Lance Rocket a lot. [inaudible 00:13:33] One of my aliases.

Maria Monroy (13:36):
Why?

Mauro Fiore (13:36):
Oh, well I'll tell you off the air, I can't really...

Bob Simon (13:39):
So he actually met his wife giving a fake name. Did you know this Maria?

Maria Monroy (13:42):
I did.

Bob Simon (13:42):
Oh my god.

Mauro Fiore (13:43):
I gave my wife a fake name. I told her I was Persian and that my name was Reza Gigi.

Bob Simon (13:48):
And it worked.

Mauro Fiore (13:51):
It worked.

Maria Monroy (13:52):
And how long did it take you to tell her the truth?

Mauro Fiore (13:56):
I found after a month, I had to confess that I wasn't Reza Gigi, but she believed it for a long time. She [inaudible 00:14:01].

Maria Monroy (14:01):
She's definitely a keeper if she put up with you.

Bob Simon (14:04):
Alex is the best. She's the best.

Mauro Fiore (14:05):
Put up with me. You kidding me? This is the whole package here. Handsome, articulate, successful. What else you want?

Maria Monroy (14:14):
She's a lucky woman.

Mauro Fiore (14:15):
Yes. This is the whole package.

Bob Simon (14:17):
All right Maria, you better chug that up because we're going to pour another.

Maria Monroy (14:20):
What? I have to finish it?

Bob Simon (14:22):
That's the rule on the show. Did you sign the agreement?

Maria Monroy (14:24):
I signed like 20 waivers.

Bob Simon (14:27):
We actually know-

Mauro Fiore (14:27):
You haven't even drank.

Bob Simon (14:28):
... We have no agreement on the show.

Maria Monroy (14:29):
I know

Mauro Fiore (14:30):
You're really letting your country down. You're letting your country down.

Bob Simon (14:33):
You're letting your country down. So this next one we selected-

Maria Monroy (14:36):
It's Huberam's fault. Do you guys see what happened with Huberman?

Bob Simon (14:39):
No. What happened?

Maria Monroy (14:40):
That this article came out that he was dating six women at the same time and like-

Mauro Fiore (14:45):
That's very easy to do.

Maria Monroy (14:46):
... Well have you seen the internet? They're like if this 48-year-old man was dating six women at the same time without them knowing and he was in a committed relationship with two of them. Like his protocols work basically.

Bob Simon (15:00):
Yeah, exactly.

Maria Monroy (15:01):
People are like-

Bob Simon (15:02):
I'm taking a [inaudible 00:15:04] lunch tomorrow. I'm not drinking.

Mauro Fiore (15:05):
When I was in law school my roommate.

Maria Monroy (15:07):
... Yes but how old were you?

Mauro Fiore (15:08):
We were young but I mean he had a problem that he couldn't just date. I mean it's easy to date two or three girls when you're young, right Bob? You probably did it when you were young, right? [inaudible 00:15:17] did that shit.

Bob Simon (15:17):
Never.

Mauro Fiore (15:18):
You liar.

Maria Monroy (15:18):
Really? Are you lying?

Mauro Fiore (15:20):
My roommate, he made every girl that he was dating think that they were his girlfriend, he was in love with him. I would be telling him-

Bob Simon (15:29):
So he was like [inaudible 00:15:31].

Mauro Fiore (15:31):
... I'd be like, "Elon. You don't have to tell them all that they're your girlfriend. I mean this is weird." So he had five girls at a time that thought they were his girlfriend and he didn't need to do it that way. This Huberman didn't have to do it like that. Probably could have dated them all candidly.

Bob Simon (15:46):
Sounds like a Dudley [inaudible 00:15:48] movie. I remember he had like two families-

Maria Monroy (15:48):
He was like trying to have a baby with one of them like IVF and shit. The story has blown up and the comments are hilarious.

Bob Simon (15:57):
... Oh, God, I actually going to need to research this If you

Maria Monroy (15:58):
Want to laugh. And then people know I'm a huge fan so everyone's sending me the article and being like-

Bob Simon (16:04):
Well everybody's a huge fan, I love that dude.

Maria Monroy (16:06):
... Yeah.

Bob Simon (16:06):
He says good shit. I don't agree with a lot of it because I just put that mental block on where he says, "No alcohol." I'm like, "Idiot." All right, so this one, speaking of alcohol, this is called Carl T. Huber.

Maria Monroy (16:25):
No.

Bob Simon (16:25):
Not Huberman. Yeah.

Maria Monroy (16:26):
Wow.

Bob Simon (16:27):
So it's like you read my mind.

Maria Monroy (16:29):
So weird.

Bob Simon (16:30):
But this one's done in a VDN barrel. So Maur, you remember this one?

Mauro Fiore (16:36):
VDN [foreign language 00:16:37], which is orange wine. So like in orange flavored liquor was in this barrel before they put [inaudible 00:16:42]-

Bob Simon (16:42):
All Spanish barrels.

Mauro Fiore (16:43):
... and this is from Spanish-

Maria Monroy (16:44):
Do I need ice?

Mauro Fiore (16:46):
... Spanish wine barrels.

Bob Simon (16:47):
If you want.

Mauro Fiore (16:48):
We have a little ice here if you want some. But if you don't drink a glass-

Bob Simon (16:53):
I'll just put a little.

Mauro Fiore (16:53):
... it'll put some hair in your chest if you drink it neat. Look, that's it.

Bob Simon (16:57):
See that? Look how nice that was.

Mauro Fiore (16:59):
What pour is that man? You're letting her off the hook.

Maria Monroy (17:01):
I have a flight to catch. Actually this will help. I have so much anxiety on flights like you.

Bob Simon (17:06):
We share this.

Mauro Fiore (17:07):
Bob does do. I've flown all over the world with Bob and it's funny. [inaudible 00:17:12] on the way here, sitting next to him, we're talking about whatever, the Dodgers or whatever and the next thing-

Bob Simon (17:18):
We weren't talking about the Dodgers [inaudible 00:17:20].

Mauro Fiore (17:19):
... and then he says, "Okay, wait." Once the plane starts moving, he has to go into some kind of trance ritual where he starts-

Maria Monroy (17:26):
I heard this before.

Bob Simon (17:26):
It's true.

Mauro Fiore (17:31):
... I'm like, "What the hell?" I told him yesterday when we flew here. I said, "If the plane's going to crash. It's going to crash, man. It doesn't give a shit if you doing your ritual, it's going to go down. It's going to go down. You got no control of it."

Bob Simon (17:40):
But it does matter.

Mauro Fiore (17:41):
Let's have another [inaudible 00:17:42].

Bob Simon (17:42):
If I don't do it might crash.

Maria Monroy (17:44):
So wait, what's the ritual?

Bob Simon (17:47):
Part of the ritual is you don't discuss the ritual, Maria. Back to the VDN barrels. This is Spanish age. I'm not going to discuss my fucking shit Mauro. So cheers. This is Spanish barrel age VDN from Carl T. Huber. Not to be confused with Huberman, who's balancing six different wives.

Mauro Fiore (18:06):
This is really good. Maria, when you're at home-

Maria Monroy (18:12):
Oh my god.

Mauro Fiore (18:12):
... Maria, when you're at home-

Bob Simon (18:12):
You don't like?

Mauro Fiore (18:12):
... or hanging-

Maria Monroy (18:12):
It's just strong.

Bob Simon (18:15):
Actually let see the proof on this because I think the last one-

Mauro Fiore (18:17):
... What is it that you drink when you're hanging with the friends or you're at home? When do you drink wine-

Bob Simon (18:20):
Yeah, it's a 106 proof. Yeah, It's over 50%.

Maria Monroy (18:20):
I don't drink at home.

Mauro Fiore (18:20):
... No?

Maria Monroy (18:20):
At all, no. Nothing.

Mauro Fiore (18:26):
What a sad place. How about out to dinner with your girlfriends and you want to get wild?

Maria Monroy (18:36):
Tequila, Mezcal. I'll drink vodka, I'll drink gin, I'll drink wine.

Bob Simon (18:42):
She's been to a lot of conferences where Maria does not drink, you don't drink.

Maria Monroy (18:45):
No, I do.

Bob Simon (18:46):
But sometimes you do not.

Maria Monroy (18:47):
Sometimes I don't. I didn't drink last night we had an event.

Mauro Fiore (18:50):
Did I ever tell you about the time I drank Mezcal in San Francisco at a Mezcal bar in Castro district?

Bob Simon (18:55):
Here we go.

Mauro Fiore (18:55):
With Spencer Lucas. We got there at noon. We drank Mezcal for like six hours. And I woke up in the bushes in San Francisco some place, literally in a bush. Spencer left me. It was a disaster. But Mezcal made me like I was hallucinating.

Maria Monroy (19:12):
Really?

Mauro Fiore (19:12):
I thought I was like an Aztec fucking warrior or something. [inaudible 00:19:15].

Maria Monroy (19:15):
I've never had that issue.

Mauro Fiore (19:16):
We got to drink-

Bob Simon (19:17):
I've never had that issue either.

Mauro Fiore (19:18):
... Spencer fucked me.

Bob Simon (19:18):
We drank for-

Mauro Fiore (19:19):
He left me in the fucking bushes.

Bob Simon (19:21):
... We drank for 16 hours yesterday and I did not end up in a bush, nor did I hallucinate.

Mauro Fiore (19:26):
Well, I felt like I told you, my brain felt like it was loose or something. I felt my brain moving in my head. We drank 16 hours. I felt like a flutter in my brain. It was weird.

Bob Simon (19:36):
Yeah, Jesus.

Mauro Fiore (19:37):
So I was trying at 2:30 in the morning I was on Postmates trying to get Taco Bell, but they were closed. So I thought the Taco Bell with cure me.

Bob Simon (19:46):
This was actually your life today?

Mauro Fiore (19:48):
Yes. [inaudible 00:19:49] Not Taco Bell.

Bob Simon (19:49):
Glad I went to bed. I was surprised Mauro walked in early. Usually I'm waiting for him. And he was there early today.

Mauro Fiore (19:56):
Yeah, I answered the bell.

Bob Simon (19:57):
He answered the bell. So Maria, you do the conference circuit pretty hard and I think I met you through somebody else and-

Mauro Fiore (20:07):
We met at Dordick.

Bob Simon (20:08):
... We met at Dordick. But you taught me a lot about how to actually aggregate cases. And if you do aggregate cases with digital marketing, what do you have to do operationally?

Mauro Fiore (20:20):
What's aggregate [inaudible 00:20:22]?

Bob Simon (20:22):
Get cases, collect, be able to do direct to consumer. And if you get a lot of calls, what happens next? You do something where you try to break... You want to break their system. You want to have so many calls. They have an intake problem, but Maria trains them to be like, "What do you have to fucking do?" She bugs me all the time. She's like, "How many LSAs did you have this week? What was the conversion?" I was like, "I don't fucking know. Ask these people."

Mauro Fiore (20:48):
What's LSA? I'm a donkey man. What's LSA?

Bob Simon (20:48):
Local service ad.

Maria Monroy (20:48):
Local service ad.

Bob Simon (20:48):
The Google-

Maria Monroy (20:49):
The Google screened.

Mauro Fiore (20:50):
Oh, those are the ones that you have to do like a background check for?

Maria Monroy (20:53):
Yeah.

Bob Simon (20:53):
We should explain-

Mauro Fiore (20:53):
[inaudible 00:20:54] don't pass [inaudible 00:20:56].

Maria Monroy (20:53):
You failed.

Bob Simon (20:56):
... You should explain to our viewers and listeners because it's very powerful and it does very well because you know what you're doing. But explain to everybody what it is.

Maria Monroy (21:03):
So local service ads, unlike pay-per-click, you're not paying per click, you're paying per qualified lead. So let's say you're running a campaign for personal injury and somebody calls you and they're either a vendor or they have a family law case, you can actually dispute it and not pay for that. It's relatively inexpensive compared to the historical data we have for pay-per-click. So a cost per case for personal injury from LSA would be like 1500 to 2,500 is considered good. We have situations where clients are getting their cost per case under a grand for PI from local service ads. The tough thing with local service ads is that it's tough to spend a significant budget. So firms will be like, "You have an unlimited budget, we want to spend 300,000 a month." Pay-per-click will let you do that. Your cost per case will be like four grand though. LSA won't let you. You might spend 10,000, 20,000. It's very lucrative. It's just finicky because it's hard to get it to spend.

Bob Simon (22:04):
But you also have to have the system in place to be able to handle these calls, track those calls. You want to talk a little bit about the call rail bridge that

Maria Monroy (22:15):
Yeah, well there's so much that goes into attribution, right? So ideally a law firm has lead docket or something similar where we can track it through Clio, we can track it. So things like that. And then we want to understand where the lead originated from. So did it come from local service ads? Did it come from pay-per-click? Did it come from local SEO? Did it come from organic SEO? So that's how we track attribution. The whole intake thing is something that just really irks me because if you don't have good intake, it doesn't matter how many leads I've sent you, and even with you, I've been like, "Hey, this call, they're saying, 'Hey, we'll call you back.'" I can't tell if they had a DocuSign sent-

Mauro Fiore (22:57):
Call you back?

Bob Simon (22:59):
Exactly. I was-

Mauro Fiore (23:01):
One thing I know after 26 years in the BI business, you don't tell anyone you're going to call them back on a new lead, we'll just call the next guy.

Maria Monroy (23:08):
... I know.

Bob Simon (23:09):
... And this is what she's teaching our firm and me. Because look, I built my whole firm off of trying cases of being the referral in. But now we have the opportunity with stuff that's happening nationally and the things that we're doing otherwise, because I want to be able to [inaudible 00:23:23] cases everywhere and get it to the best lawyer. Usually my friends, I want to go to the state of Washington and just make Maur wealthy, be a little wealthier.

Mauro Fiore (23:30):
[inaudible 00:23:31] in Washington.

Maria Monroy (23:32):
I know you do.

Mauro Fiore (23:33):
This is California.

Maria Monroy (23:33):
Seattle.

Mauro Fiore (23:35):
Yes, Seattle, I have a question for you.

Maria Monroy (23:37):
Yes.

Bob Simon (23:38):
This show is actually built on questions for Maria. So thank God you have a question for Maria. She's drinking water. Can we throw her off the fucking show?

Mauro Fiore (23:47):
This is the first time someone drank water. Seriously, I'm really upset. [inaudible 00:23:53].

Maria Monroy (23:52):
What's your question?

Mauro Fiore (23:53):
My question is-

Bob Simon (23:53):
See.

Mauro Fiore (23:55):
... Right down to business. For someone like me, I'm not super advertising, SEO, pay-per-click savvy. I know a little bit about it, but I've never had to rely on that shit, knock on wood for business. I've always had tons of business because I'm me. This face brings it all in right here, this face. So I get emails every day. "I'll put you on the first page of Google, I'll put you on the first page." Everybody claims they're going to put me on the first page of Google. Everybody claims the same exact shit in every email I get from all these randos, from crazy Indians, from India to like-

Bob Simon (24:41):
That's where they would be from.

Mauro Fiore (24:42):
... Yeah, they're a bunch of Indian from India or they're local [inaudible 00:24:47] from LA or whatever. But they all have the same pitch and the same bullshit.

Maria Monroy (24:53):
Yes.

Mauro Fiore (24:53):
So how is it that you are different? What is it different about your LawRank companies?

Bob Simon (24:57):
That's a good question.

Maria Monroy (24:57):
Well first of all, I've never told either of you, "I guarantee I can do this for you. I will get you there." Our whole thing is how do we get you cases? Even just harping on the first page of Google, it is very sexy to rank organically number one. But you could have a conversion issue, you could have an issue with intake, you could have an issue with traffic. It's no longer about being on the first page of Google organically. It's really about creating synergy on the first page of Google. So ideally you're doing local service ads like you, local SEO, like you're about to do, organic SEO, and then we talk about pay-per-click because then we can get you on the first page four times. If we can do that, I can't guarantee that we can do that, but if we can do that, people will literally call you and be like, "You were all over the internet. It was a sign from God, I had to call you." If we think-

Bob Simon (25:50):
If somebody see Maur's face and says it's a sign from God.

Mauro Fiore (25:53):
We have to have a real conversation.

Maria Monroy (25:54):
Yes.

Mauro Fiore (25:56):
It's a real come to Jesus moment.

Maria Monroy (26:00):
But that's a whole concept.

Mauro Fiore (26:02):
You know what, on this line of questioning, I had a real argument with my people that I use for doing this that I did do some of it. I was refusing to use my picture in any of the ads. No one wants to see me man, put these girls that work for me on there, but they forced me to be on the ad, but I don't want to be on it. But they wanted-

Maria Monroy (26:24):
I'm offended that you're using someone else.

Mauro Fiore (26:25):
... I know.

Maria Monroy (26:26):
We're going to talk offline. Yeah, can you believe him?

Mauro Fiore (26:27):
We'll talk.

Bob Simon (26:32):
I kind of [inaudible 00:26:34] directions, because-

Mauro Fiore (26:34):
[inaudible 00:26:34] she was like, "Your website's shit." I was like, "I just had it done." And she was like, "It's shit." I was like, "Well I'm not going to redo it."

Bob Simon (26:41):
... Maria told me the same thing and then she showed me that it was actual shit.

Maria Monroy (26:45):
Okay, but look at it this way. When you do a CO with an agency, you're asking them to be good. You're saying, "I need you to be excellent. I need you to finish top three." If you were racing in a car race and you wanted to finish top three and your engine was shitty, I don't care how good the driver is, I was just honest.

Mauro Fiore (27:06):
That's when I rely on my savviness.

Maria Monroy (27:09):
Yeah, your savviness is getting you killed.

Mauro Fiore (27:11):
That's when I turned on the charm.

Bob Simon (27:13):
Or in prison.

Maria Monroy (27:14):
In a car race?

Mauro Fiore (27:16):
That was a line my buddy Gary Dubin used to use, he died, God bless his soul. He used to always be serving for chicks on Tinder and everything. And Gary Dubin was like five foot three and he would say he was six feet tall on his dating site apps. And I'd be like, "Gary, you're five three, dude, how do you say you're six feet tall? What do you do when you meet the girls?" He goes, "That's when I turned on the charm."

Maria Monroy (27:42):
That's a lot of charm.

Bob Simon (27:45):
And now he's apparently dead.

Mauro Fiore (27:46):
It didn't work too good for him, and then he died. He had a horrible tattoo it was [inaudible 00:27:50]-

Maria Monroy (27:50):
A lot of his friends died.

Mauro Fiore (27:54):
... Listen, this guy I was really good friends with, Gary Dubin.

Maria Monroy (27:57):
Didn't your partner die too at some point?

Mauro Fiore (27:59):
Another one. Yeah. Well he-

Maria Monroy (28:01):
Are you sure you want to continue to be friends with him?

Bob Simon (28:03):
Died or killed?

Mauro Fiore (28:06):
... He had a problem with a little bit of the nose, the devil's dandruff. You know what I'm talking about?

Bob Simon (28:12):
Where's this going?

Mauro Fiore (28:14):
He had a little case of the devil's dandruff a little too much. They found him face down at [inaudible 00:28:18] on the beach.

Bob Simon (28:18):
What?

Mauro Fiore (28:20):
Yeah, what can I say?

Maria Monroy (28:23):
He has all these bad stories though.

Mauro Fiore (28:29):
He liked a little bit of the nose candy a little too much. But that was his problem. But Gary Dubin, my buddy who died was said he was six feet and he was five three. I used to work out with him at the gym and he used to ride-

Maria Monroy (28:37):
That's even funnier.

Mauro Fiore (28:37):
... Yeah. I used to work out with him and he always-

Bob Simon (28:40):
Now you know what this part of the story, I don't believe I believed everything until you worked out at a gym. And I do not believe him.

Maria Monroy (28:47):
I thought it was for comedy.

Mauro Fiore (28:47):
... And he would be on the, what do you call it? The stair thing every morning.

Maria Monroy (28:52):
The StairMaster.

Mauro Fiore (28:53):
And he'd be like, "Man, my hip hurts every time I'm on this thing." I'd be like, "Well, you ride it for an hour, man, maybe you should not do it so much." But he'd always be riding and saying his hip hurt, his hip hurt, his hip hurt. And then I didn't see him for three months and then he came over to my house and he was all like in crutches. I was like, "What the hell happened to you?" He's like, "Remember I said my hip hurt?" He goes, "Yeah, I had bone cancer."

Bob Simon (29:13):
What?

Maria Monroy (29:13):
Oh, it wasn't funny.

Mauro Fiore (29:13):
In his hip. It's not funny, it's not funny. He died from bone cancer.

Bob Simon (29:19):
Why are you laughing? Tell the story.

Mauro Fiore (29:22):
But the funny thing about Gary Dubin was he was a loser actor, but he was in one movie. He was in Jaws. So everyone called him Jaws 2 Eddie. It was in Jaws 2 when he's in a boat and they say, "Swim, Eddie swim." And he jumps in the water, he trying to swim away from Jaws and then Jaws eats him. He was in Jaws. So he's Jaws 2 Eddie. Everyone called him Jaws 2 Eddie because he was in Jaws 2.

Maria Monroy (29:43):
You need to write a book.

Bob Simon (29:44):
Yeah, actually we've been talking. He should write a coffee book and every new page is a story. Everything's just fucking crazy. But it actually happened to Mauro.

Maria Monroy (29:51):
Yes.

Bob Simon (29:53):
He should.

Maria Monroy (29:53):
So we tried playing two truths and a lie and he gave me three truths.

Mauro Fiore (29:59):
Yeah, I fucked up. I think I might have been [inaudible 00:30:03].

Maria Monroy (30:03):
No, you were totally sober. It was like 9:00 AM

Bob Simon (30:09):
So this is the last pour.

Mauro Fiore (30:10):
This is so inappropriate.

Maria Monroy (30:10):
What's inappropriate?

Mauro Fiore (30:12):
What is this?

Bob Simon (30:13):
This one I've been trying to source this-

Mauro Fiore (30:15):
All I need to hear is the word, "Cock." I see the word, "Cock." Oh, chicken cock. [inaudible 00:30:23] stop.

Bob Simon (30:23):
... Mauro this is our eighth episode in two days. And I've been trying to source this bottle from Nico who does a lot of sponsor [inaudible 00:30:32]-

Mauro Fiore (30:32):
What they called? Whiskey Barrel. What's the name of his place?

Bob Simon (30:35):
... Not even close, but I don't remember because this is our eighth episode.

Mauro Fiore (30:42):
He is good. He did give us a bottle-

Bob Simon (30:44):
But he could not find us. This is a very hard to find bottle. So when we film in Tom Hardy's private bar in LA at Bike Shed, a lot of guys have this bottle called Chicken Cock in there and it's very hard to find because it's very good. And actually I was very surprised we walked in here in Atlanta at Crisp HQ and they sourced two bottles of this and I did not know before we walked in. So this is one that I've never had and I've been trying to source for two fucking years. This is hard to get.

Maria Monroy (31:13):
You manifested it.

Bob Simon (31:13):
For some strange reason. Huh?

Maria Monroy (31:14):
You manifested it.

Bob Simon (31:15):
I did manifest it. But I don't know a whole lot about this other than wanting to drink it. But I do know it's made in the USA and if you're in Maine you get a 15%, 15 cents.

Mauro Fiore (31:32):
Maine has a very big CRP, [inaudible 00:31:38]-

Bob Simon (31:40):
Is it a 15 cents-

Mauro Fiore (31:40):
... [inaudible 00:31:40] in Maine.

Maria Monroy (31:40):
Bring it on. Don't mess on me.

Bob Simon (31:42):
... Oh god, this is going to be good.

Mauro Fiore (31:42):
You could make a living in Maine off of that.

Maria Monroy (31:44):
Smells like vanilla.

Bob Simon (31:46):
I'm excited for this. Even the bottle. So you're an I.W. Harper guy Mauro. Feel this bottle.

Mauro Fiore (31:52):
It is a similar bottle as I.W. Harper, but I.W. Harper is a square decanter, but it is beautiful.

Bob Simon (31:59):
Feel this bottle, man. This is nice.

Mauro Fiore (32:00):
The famous old brand Chicken Cock. One of the oldest bourbon brands in the US, Chicken Cock was established in 1856. Wow, that's amazing.

Bob Simon (32:13):
It is amazing. What are you going to tell us more? That's where you stop.

Mauro Fiore (32:17):
Let me read the rest. Hold up. I mean I got bad Eyes. Notice the-

Bob Simon (32:19):
The last show we're talk about getting LASIK and changing his life. Now he has bad eyes.

Mauro Fiore (32:23):
... It's wearing off, man. 15 years, I've had LASIK. For the first 10 it was really good, but now it's starting to get a little shitty.

Bob Simon (32:28):
Okay.

Maria Monroy (32:29):
Can you do it again?

Mauro Fiore (32:30):
You can do it one more time.

Bob Simon (32:32):
You get two shots.

Mauro Fiore (32:32):
There's only so much that they can shave off your cornea or whatever. So I did it one time and now they can do a little touch up and then I'll be good for another [inaudible 00:32:40].

Bob Simon (32:39):
What if they do it again, you just don't have pupils. You just have a white eye. You look like a robot.

Mauro Fiore (32:46):
Robot?

Bob Simon (32:47):
They said you wouldn't have any dark in your eye. It'd be cool.

Mauro Fiore (32:49):
Yeah, it'd be like Schwarzenegger in The Terminator.

Bob Simon (32:52):
Yeah.

Mauro Fiore (32:52):
That'd be cool.

Bob Simon (32:53):
Sure.

Mauro Fiore (32:53):
[inaudible 00:32:54] sunglasses.

Bob Simon (32:54):
So try it three times.

Mauro Fiore (32:56):
Hold on. Chicken Cock... Wait a minute, this is getting depressing. Chicken Cock died after World War II. Why did Chicken Cock die? But has now returned to its rightful place in the pantheon of Great American whiskeys.

Bob Simon (33:10):
That's right.

Mauro Fiore (33:11):
Wow. So it's been revived.

Bob Simon (33:13):
Yeah. This was, I mean, old whiskey, hard to find and now revived.

Mauro Fiore (33:20):
That's amazing.

Maria Monroy (33:21):
That's pretty cool.

Mauro Fiore (33:22):
Maria, down the hatch. I want to see you drink.

Bob Simon (33:27):
To your credit, you've drank every single pour.

Mauro Fiore (33:29):
Yeah, we had Joe Wilson on here before you, who's like six foot five and 240 pounds and you're drinking more than him. So I give you credit.

Maria Monroy (33:37):
Thank you.

Bob Simon (33:37):
Oh, this is good.

Maria Monroy (33:38):
I made sure to eat right before this.

Bob Simon (33:40):
And he was pretty drunk after two pours.

Maria Monroy (33:42):
Wait, am I going to be drunk after this?

Bob Simon (33:43):
God, this is really good. This is very good.

Mauro Fiore (33:46):
What time's our flight?

Bob Simon (33:48):
None in your business.

Mauro Fiore (33:49):
I might have another sip of this.

Bob Simon (33:52):
You can have as many sips as you want Mauro.

Maria Monroy (33:54):
I like this one the best.

Bob Simon (33:56):
It's not your time to pick.

Maria Monroy (33:57):
Oh, do we have to pick?

Bob Simon (33:59):
Yeah, you got to pick.

Maria Monroy (33:59):
Oh, shit sorry.

Bob Simon (34:01):
Well now we do this thing called pick the Bourbon of proof-

Maria Monroy (34:04):
We can edit this part out.

Mauro Fiore (34:07):
Let me ask you, this is another question I have. Where do you see your business, what you do, going in the next five years?

Bob Simon (34:10):
... Yeah, because a lot of people... I hear this all the time, SEO is dead.

Maria Monroy (34:14):
Yeah, no it's not, not yet. It has to I'm sure at some point in time, right? Or maybe not because you could just SEO to whatever the platform is that is giving us the information. So SEO is evolving. It's already changed so much from before. Five years ahead is a really long time in our world. So I have no idea.

Bob Simon (34:41):
One of the visions we had with Attorney Share is people to have virtual real estate in a real exchange, a marketplace for lawyers to be able to highlight themselves. So I always thought it would evolve where they have to have certain keywords within their profile and results to be able to get pushed the best case for them.

Maria Monroy (34:57):
So I've always thought that it'd be awesome if Google started to incorporate the results that a lawyer actually has. But it's so hard because you could co-counsel on it.

Bob Simon (35:09):
Yeah, Google doesn't know that.

Maria Monroy (35:13):
No, I don't think they want to put that much effort, but people always assume if you show up on Google, you must be good. And they just don't understand the difference.

Mauro Fiore (35:20):
I'm going to give you some free advice on this.

Maria Monroy (35:22):
Thank you.

Bob Simon (35:23):
Here we go.

Maria Monroy (35:23):
I can't wait.

Mauro Fiore (35:24):
Now. I hate-

Bob Simon (35:25):
Free advice [inaudible 00:35:27] with a liability.

Mauro Fiore (35:27):
... [inaudible 00:35:27] think that maybe I shouldn't give this information out, but Maria's a friend, so I'm going to give her some advice for her clients. Now Maria, I don't know shit about this stuff, but I am kind of like crazy like a fox. And so many lawyers spend millions of dollars pushing their websites, whatever it is, blah blah blah.com, whatever on their websites, on TV, on commercials. But they don't spend 40 bucks to go get the common misspellings of those websites.

Bob Simon (36:02):
Oh my God.

Mauro Fiore (36:03):
And someone like me who's a crazy like Fox, all of these guys that advertise a lot, I got all their misspellings and I bought all of them. And when someone puts it in and they misspell it by one letter it goes to my website.

Maria Monroy (36:18):
That's hilarious.

Mauro Fiore (36:19):
So I got all the common misspellings for all the big guys

Bob Simon (36:22):
And he's actually got many cease and desists.

Mauro Fiore (36:23):
I've gotten a few guys who have figured it out.

Maria Monroy (36:26):
Why are you saying this?

Mauro Fiore (36:28):
And they send me letters and they're like, "What the fuck? You have all of our misspellings?" I was like, "Yeah, well you didn't protect your misspellings for 40 shitty dollars. So I got them." I got the misspellings, all of them. Listen, if you take your average BI client, someone who's at home on Tuesday watching Judge Judy, I don't think they're the best spellers.

Bob Simon (36:50):
There's somebody that he put one L instead of two in this. I was in Mexico-

Mauro Fiore (36:55):
I don't think they're the best spellers, watching Judge Judy at two o'clock on Tuesday.

Bob Simon (36:59):
... Oh my God.

Mauro Fiore (36:59):
So they probably fucking misspelled everything. So that's how I got all the misspells.

Maria Monroy (37:03):
That's brilliant though. You're so sneaky.

Bob Simon (37:06):
Who's the one guy that somebody had the wanted to make his phone number one number off everything [inaudible 00:37:14]-

Mauro Fiore (37:13):
My friend has the phone number for a huge advertiser in LA and he's had the phone number where you would fuck up one instead of six, you put the nine and somehow he got that phone number and he's ran his entire law firm for 20 years off of the miss dials to that other firm. Just off the miss dials, he gets 20, 30, 40 cases a month from miss dials.

Maria Monroy (37:36):
That's nuts. That's crazy.

Bob Simon (37:39):
That's crazy.

Mauro Fiore (37:40):
But I get a few misdirected people that can't spell. They come into my office. "I thought I was this firm." "Oh no, no. That's not the firm you contacted."

Bob Simon (37:50):
But somebody unveiled him on social media.

Mauro Fiore (37:52):
Oh, I got busted once.

Bob Simon (37:54):
You got busted once. And somebody, they did a live where they did the screen record and they would put in the misspelling of the thing and they would click it and it would go right to Mauro's webpage. It caused a shit storm I was in Mexico-

Mauro Fiore (38:05):
That guy actually threatened me with many serious federal lawsuits and stuff claiming I was doing some kind of illegal... It's not illegal. I looked it up, it's not. But he was really fucking adamant.

Maria Monroy (38:16):
What about ethics?

Mauro Fiore (38:18):
No.

Maria Monroy (38:18):
No [inaudible 00:38:18].

Mauro Fiore (38:18):
Nonsense.

Maria Monroy (38:19):
Nonsense.

Bob Simon (38:20):
... Mauro was actually the way better option than that firm. Way better.

Mauro Fiore (38:24):
So that guy who threatened me with all this craziness, I actually gave him the misspellings. I didn't need the fucking problem. I just said, "Here." I forwarded him all of my [inaudible 00:38:34].

Bob Simon (38:34):
We were sitting in Cabo drinking a lot of whiskey and Mauro was just, "I have to send it to him." And I was like, "Don't fucking give him anything." And he sent it.

Mauro Fiore (38:42):
[inaudible 00:38:42]. It's okay. So I gave him all these misspellings and he should have predicted on his own.

Maria Monroy (38:44):
You didn't make him pay for it?

Mauro Fiore (38:44):
No, I just gave it to him.

Bob Simon (38:44):
That's what I said. Make him pay for it.

Mauro Fiore (38:44):
I mean he's smart enough to figure out that I had that stuff. I let him have it for free.

Maria Monroy (38:44):
Well, I mean he probably misspelled his own URL and it went to you.

Bob Simon (38:44):
So by the way, so I noticed recently that if you go to the Simonlawgroup.com. If you put an E instead of an I and O in Simon, it goes to Mauro.

Mauro Fiore (39:14):
Well I dint want everyone to know that. Of course I give you those cases back.

Maria Monroy (39:18):
Yeah. How many have you gotten back?

Bob Simon (39:20):
I'm done. So now Maria, now that we're here.

Maria Monroy (39:27):
Yes.

Bob Simon (39:28):
You get to pick your bourbon of proof and this is what bottle you select out of the three that you liked the most, had the best story for you for whatever reason. And now you get to select.

Maria Monroy (39:38):
I'm going to select, what is it called? Chicken Cock.

Bob Simon (39:44):
That's right.

Maria Monroy (39:44):
Has nothing to do with the word, "Cock." Just like the-

Bob Simon (39:47):
Just the chicken.

Mauro Fiore (39:47):
It was good.

Maria Monroy (39:48):
... Yeah.

Bob Simon (39:48):
This was by far the best one.

Maria Monroy (39:49):
It was right?

Bob Simon (39:51):
Yeah, by far.

Maria Monroy (39:51):
But maybe I built up to it. I had never really drank this before. So after having two it was got more used to it.

Bob Simon (40:00):
Out of the three, these two are probably far more expensive than this one.

Maria Monroy (40:03):
That's crazy.

Bob Simon (40:04):
It's crazy. This one's probably the most expensive-

Maria Monroy (40:06):
Its like wine.

Bob Simon (40:07):
Because it's hard to get. This one's probably 150. This one's closer to 400, but this one is not that much. And I'm going to do another pour for me because I like this one a lot.

Mauro Fiore (40:15):
So Maria, let me ask you, Maria, where you live doesn't have anything with you doing your business right? Because like Bob was saying you've lived in a lot of places for the last two years. You liked living in Miami now?

Maria Monroy (40:31):
Yeah, and I like not paying California taxes.

Mauro Fiore (40:31):
Well, I mean who likes paying taxes?

Bob Simon (40:32):
We've talked a long discussion about this. She also we-

Mauro Fiore (40:34):
Have you ever spent a summer in Miami?

Maria Monroy (40:36):
Yes.

Mauro Fiore (40:37):
You know why that heat humidity doesn't blow your socks off?

Maria Monroy (40:40):
I mean I'd rather do that than pay California taxes.

Bob Simon (40:46):
Oh, this is an interesting, we could do a whole topic on tax avoidance.

Mauro Fiore (40:49):
California's up to 14.4%.

Maria Monroy (40:51):
Yeah. Okay. What I save in taxes pays for my life in Miami.

Bob Simon (40:56):
See, I'd rather pay those taxes not have fucking humidity.

Maria Monroy (41:00):
I love the humidity.

Bob Simon (41:02):
You're weird.

Maria Monroy (41:02):
So I'm always cold, so

Bob Simon (41:03):
I'm always hot.

Mauro Fiore (41:05):
I sweat like a fucking Turkish prisoner. So I can't.

Bob Simon (41:10):
What? Your word choice is just so fucking funny.

Maria Monroy (41:14):
Where do you get that [inaudible 00:41:16]?

Bob Simon (41:15):
Out of all the prisoners on earth.

Mauro Fiore (41:17):
Every been to a Turkish prison?

Bob Simon (41:18):
No.

Mauro Fiore (41:19):
They're hot and they're humid.

Bob Simon (41:22):
No, no. He's confusing Turkish prison with Turkish bath because I feel like-

Mauro Fiore (41:25):
You've been in a Turkish bath as well. They threw me out one time, but that's another story,

Maria Monroy (41:31):
When have you had time to live all these experiences?

Mauro Fiore (41:35):
I mean I just remember one time... Where were we in those baths on the B2B Hotel?

Bob Simon (41:41):
Oh yeah, we were.

Mauro Fiore (41:42):
Where were we?

Bob Simon (41:43):
That was Switzerland, Zurich.

Mauro Fiore (41:44):
Oh, we were in Switzerland and some bathhouse at the B2B of this hotel. And there was some Russian oligarch center, like I'm talking really heavy Russians. Like the guys, you don't want to look at their women because you might get putinism at the end of the day. Next thing you know the guy died and know what happened. But I was hanging out with these Russian dudes and they were all in their sixties, remember? And they had 18-year-old Russians with them, girls prancing around in this bath house. And I was like, "You know what Bob? I'm getting out of here because even if I even look in the direction, these guys, I don't know, might have dead [inaudible 00:42:20] snowman." But they were scary Russians.

Bob Simon (42:21):
This is a very nice hotel. And it was a very weird situation. And the last time I saw Mauro that night, he was passed out in his bathing suit in between pools in this bathhouse. I actually took a video there when you're not supposed [inaudible 00:42:35].

Mauro Fiore (42:32):
I was asleep.

Maria Monroy (42:32):
You're always asleep.

Bob Simon (42:37):
He was like, you know how they have those evolution videos where the fish comes out of water and learns how to walk? Mauro got the fish out of water, took two steps and took a nap. And this is what I envisioned. He got so tired, he got out of the pool. He's like, "I'm just going to sleep right here." He's snoring and these people are stepping over him to go to cool pool, the hot pool. We had to wake him up.

Mauro Fiore (42:58):
That was a really cool hotel.

Bob Simon (42:58):
That was really cool. The B2B Hotel in Switzerland, in Zurich, one of the best hotels in the world.

Mauro Fiore (43:01):
Bob's my cruise director. Bob knows, I don't care how much it costs, whatever it is. Bob says, "We're going to go here for two weeks, a month, whatever." I say, "Bob, you book it, I'll pay my part." So Bob's a great cruise director. He books the best stuff and I always have a great time with him when we travel, but I don't have anything to do with the planning. He's a great planner.

Bob Simon (43:22):
Yeah.

Maria Monroy (43:23):
Well you're a sleep half the time.

Bob Simon (43:24):
Because I'm a control freak and that's why I do these things on the plane, control freak to another control freak. Maria Monroy from LawRank.

Maria Monroy (43:30):
Thank you.

Bob Simon (43:30):
Thank you so much for coming on the show. Thank you for being on this episode of Bourbon of Proof

Mauro Fiore (43:35):
And check out LawRank.

Maria Monroy (43:35):
Yes.

Mauro Fiore (43:35):
Shout out to LawRank.