Mark talks to Kyla Lee and Paul Doroshenko about their criminal law practice in Vancouver, how they’ve approached marketing themselves over the years, and their journey in opening Deep Blue Distilleries.
When it comes to legal marketing in the digital age, few lawyers have been as forward-thinking — and as candid — as Kyla Lee and Paul Doroshenko of Acumen Law. In a recent appearance on The Legal Tube Podcast hosted by Mark Robbins of LawyerLocate.ca, Kyla and Paul pulled back the curtain on how they built one of the most recognizable criminal and DUI defence firms in British Columbia — and what the next generation of lawyers need to know about connecting with clients in a rapidly changing media landscape.
“You’re Not Doing Anything If You Don’t Have Clients”
Paul Doroshenko has seen it all — from the days when Yellow Pages ads were the main way clients found lawyers, to the current reality where being on TikTok or YouTube can bring in a new file.
“You’re not doing anything as a lawyer if you don’t have clients,” Paul said. “You want them to say, ‘I remember that guy on TikTok that sings country music but also could defend you.’”
While that line may get a laugh, Paul’s message is serious: building trust and recognition online isn’t optional anymore. “It’s about accessibility,” he added. “And if you want people to remember you when they or their friends are in trouble, you need to meet them where they are.”
Authenticity Over Image: Why Being Yourself Works
Kyla Lee’s legal marketing journey began before she even joined Acumen Law. She started with a blog in law school — writing about everything from fashion critiques to academic stress — and gradually shifted toward legal education and commentary.
“Don’t feel like just because you’re a lawyer you have to now play this character of the serious boring person,” Kyla said. “Let people get to know you.”
Clients don’t come looking for perfect résumés — they come looking for people who can help them on one of the worst days of their lives.
“They’re looking for somebody who can understand them,” Kyla added. “And if you show them who you are, they’re more likely to trust you.”
Social Media: The Reluctant Ally
Both Kyla and Paul emphasized that while social media platforms can be intimidating for lawyers, they’re also powerful tools for outreach.
“Engagement in social media is important — and something lawyers are scared of, understandably so,” Paul acknowledged. “But we’ve found it works. It makes people aware of your existence.”
From TikTok to BlueSky, Kyla and Paul have tested different platforms. And while not every one hits the same way, the overall impact is clear: visibility matters.
AI and ChatGPT: Use With Caution
The conversation turned to artificial intelligence — not in the courtroom, but in marketing and legal content creation. Kyla and Paul have both experimented with tools like ChatGPT, but they stressed the importance of human oversight.
“We use ChatGPT, but we’re very careful about how we use it,” Kyla said. “There’s at least three sets of eyes on anything we’ve used AI for.”
Paul warned of a dangerous trend he calls “AI eating its own tail” — where AI models rely on content generated by other AI tools, compounding misinformation.
“There are AI-created websites for lawyers now, and that’s what the tools are relying on. It’s garbage in, garbage out,” he said. “We’ve seen ChatGPT give completely wrong answers about things like immediate roadside prohibitions in BC — the most common type of DUI we defend.”
Advice to New Lawyers: Explain, Specialize, and Stay Human
As the episode wrapped, Mark Robbins asked Kyla and Paul what advice they’d give to new lawyers looking to market themselves effectively.
Paul’s answer was straightforward:
“Be specialized. Know your stuff. And be able to explain it in a way people will understand. That’s what builds confidence.”
Kyla emphasized presence and mindset:
“Make yourself available where people are looking for you… and remind yourself every day: ‘I’m so lucky and everything always works out for me.’ It’s weird, but it works.”
Watch Legal Marketing + Opening a Distillery, with Kyla Lee and Paul Doroshenko • LegalTube Podcast Ep. 13