BE THAT LAWYER

In this episode, Steve Fretzin and Chris Earley discuss:

• Shifting the lawyer's mindset from traditional practice to intentional business building
• Using content and social media to establish visibility and credibility
• Leveraging coaching, mentorship, and masterminds to level up professionally
• Bringing authenticity and consistency into legal marketing and personal growth

Key Takeaways:

• Lawyers who develop consistent daily marketing habits—like posting on LinkedIn, asking for speaking gigs, or emailing newsletters—are far more likely to build lasting visibility and client pipelines.
• Podcasting serves as both a relationship engine and a powerful way to generate long-form, repurposable content that can drive compound exposure across multiple channels.
• Coaches, mentors, and mastermind groups accelerate growth by providing accountability, guidance, and fresh strategies that lawyers don’t learn in school or from peers.
• Prioritize personal growth and emotional balance to avoid burnout and sustain momentum, creating space for better decisions, more effective client interactions, and stronger business leadership.

"The lawyer who creates the most content today is going to come out ahead in the future." —  Chris Earley

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/

Thank you to our Sponsor!

Legalverse Media: https://legalversemedia.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Chris Earley: Christopher Earley is the founder and CEO of Earley Law Group Injury Lawyers, a personal injury law firm located in downtown Boston. He is a thought leader in the legal field who writes monthly for the American Bar Association, and he is also a frequent speaker to audiences of attorneys throughout the country.

He hosts The Earley Show Podcast, where he brings on some of the very best attorney-entrepreneurs in the legal industry.

He recently released his memoir, Scaling the Wall: One Man’s Journey of Healing Childhood Trauma to Find Fulfillment and Success.

When not working on growing and scaling his firm, he enjoys spending time with his wife and two children.

He is also a really bad drummer.

He strongly encourages lawyers and law students to contact him because he loves teaching and mentoring.

Connect with Chris Earley:  

Website: https://www.chrisearley.com/

Show: The Earley Show: https://podcasts.apple.com/us/podcast/the-earley-show/id1703274158

Book: Scaling the Wall: One Man's Journey of Healing Childhood Trauma to Find Fulfillment and Success: https://www.amazon.com/Scaling-Wall-Journey-Childhood-Fullfillment/dp/B0DQWFM2DY

LinkedIn: https://www.linkedin.com/in/bostonpersonalinjurylawyer/ & https://www.linkedin.com/company/earley-law-group-injury-lawyers/

Facebook: https://www.facebook.com/lawofficeofchristopherearley/

Instagram: https://www.instagram.com/explore/locations/104980886333/earley-law-group-injury-lawyers/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Nick Werker discuss:

• The importance of proper phone handling in law firm intake processes
• How customer experience begins with an intentional communication strategy
• Shifting lawyer mindsets around sales and client engagement
• The evolving standards of professionalism and wellness in legal practice

Key Takeaways:

• Solo and small law firms often lose clients due to missed calls or lack of call-forwarding plans, which can be easily fixed with tools like rollover call forwarding.
• Answering services should align intake scripts with law firms’ CRM systems and help pre-qualify callers without turning anyone away, allowing for both client conversion and effective referrals.
• Intake staff should prioritize empathy and rapport over data collection, allowing callers to fully explain their problem before asking for details.
• Lawyers frequently lose potential clients not due to pricing or competence, but due to a lack of communication and failure to follow up after the initial contact.

"Don’t pressure people, but let them know that you have a solution to their problem and that and why you're the best solution to that problem." —  Nick Werker
 

Unlock the secrets of rainmaking success—join Steve Fretzin and four powerhouse legal experts for Be That Lawyer LIVE on August 27; reserve your spot now at fretzin.com/events.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/

Thank you to our Sponsor!

Legalverse Media: https://legalversemedia.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Nick Werker: Nick is the founding marketer and current marketing leader at Answering Legal. Since 2014, Nick has been working to help lawyers improve the way they communicate with their clients, strengthen legal intake, organize messages, create workflows for CRMs, and spread awareness on all things happening in the legal community.

When he's not podcasting, building custom GPTs, or thinking about ways to spread the Answering Legal message, he is a strong proponent of self-improvement. He also loves helping friends and community members find business success using marketing strategies.

Connect with Nick Werker:  

Website: https://www.answeringlegal.com/

Phone: (631) 686-9700

Email: nick@answeringlegal.com

LinkedIn: https://www.linkedin.com/in/nicholas-werker/ & https://www.linkedin.com/company/answering-legal-inc/

Instagram: https://www.instagram.com/answeringlegal/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Ruby Powers discuss:

• The role of content creation in modern legal practice
• Building a personal brand as a legal professional
• Leveraging technology and AI in law firm marketing
• The intersection of entrepreneurship and legal career growth

Key Takeaways:

• A thoughtfully created core asset—such as a podcast episode, webinar, or article—can be broken down and reimagined into a wide range of content like blog posts, LinkedIn updates, short videos, newsletters, and downloadable resources, maximizing effort while expanding reach across platforms.
• Having digital workflows, remote communication systems, and flexible client service models in place early on allows a practice to stay fully functional and even thrive during major disruptions like relocations, global crises, or shifting life circumstances.
• Maintaining a well-organized archive of previously created materials—ranging from PowerPoints to articles and recorded webinars—makes it easier to consistently publish client-facing or educational content without always starting from a blank slate.
• Enhancing video content with subtitles, multilingual accessibility, and platform-specific formatting dramatically increases engagement, reach, and brand recall, especially in a mobile-first world where most viewers scroll with sound off and attention spans are short.

"If we’re not repurposing, if we’re not maximizing all of this content, then I’m upset." —  Ruby Powers

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/

Thank you to our Sponsor!

Legalverse Media: https://legalversemedia.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/
 

About Ruby Powers: Ruby L. Powers, a Board-Certified Immigration Attorney and founder of Powers Law Group, P.C., brings over 16 years of expertise in law practice management. She is the author of AILA's Build and Manage Your Successful Immigration Law Practice (Without Losing Your Mind) and Power Up Your Practice, available on Amazon. Ruby shares invaluable knowledge on law practice management and small business consulting. Through Powers Strategy Group, LLC, she offers strategic consulting services and hosts the informative podcast Power Up Your Practice, launched in 2024. With a commitment to excellence and empowerment, Ruby inspires legal professionals to thrive in their practices and grow their businesses.
 

Connect with Ruby Powers:  

Website: https://powersstrategygroup.com/ & https://rubypowerslaw.com/

Book: Power Up Your Practice: https://www.amazon.com/Power-Up-Your-Practice-Deserve/dp/B0DJB1FL5R

Show: Power Up Your Practice: https://podcasts.apple.com/us/podcast/power-up-your-practice/id1727939889

LinkedIn: https://www.linkedin.com/in/rubypowers/ & https://www.linkedin.com/company/powersstrategygroup/

Facebook: https://www.facebook.com/rubyfortexas/ & https://www.facebook.com/PowersStrategyGroup

Instagram: https://www.instagram.com/rubylpowers/ & https://www.instagram.com/powersstrategygroup/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Barbara Kaplan discuss:

• The importance of storytelling in building a compelling professional brand
• How lawyers can identify and attract their ideal clients
• Strategies to overcome self-doubt and inner critics in professional development
• The role of niching and differentiation in legal marketing and client acquisition

Key Takeaways:

• Lawyers can strengthen their marketing by identifying a compelling client success story, positioning the client as the main character who overcame a challenge, and sharing that story across platforms like LinkedIn and websites to attract similar clients and build trust without feeling like they’re selling.
• Defining an ideal client involves a clear understanding of that client’s pain points, values, lifestyle, and behavior patterns—often revealing shared traits with the lawyer themselves—so they can intentionally market to and attract more of the right fit.
• The Red Velvet Rope theory empowers lawyers to direct their time, money, and energy only toward clients who align with their values and expertise, allowing them to build a more satisfying and profitable practice while filtering out those who dilute their brand.
• Overcoming inner critics and self-doubt requires recognizing limiting beliefs like “I’m not good enough” or “no one will call,” and deliberately reframing them with empowering self-talk and bold action steps, such as finally launching a business or asking for high-value referrals.

"Facts tell, stories sell because of the human connection… You want the client to see themselves in the story you tell." —  Barbara Kaplan

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/

Thank you to our Sponsor!

Legalverse Media: https://legalversemedia.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Barbara Kaplan: Barbara is Founder & CEO of BSK Strategies, a business development consulting practice. Lawyers and law firms hire Barbara to guide them in building their brands, winning new and higher-value work, establishing thought leadership, and developing innovative strategies and approaches to distinguish themselves in a competitive and uncertain marketplace.

She has over 20 years of experience helping clients define, pursue, and win the business they want. Barbara has worked with firms of every type and style, each with a unique culture and set of challenges. She is devoted to helping them make that skill second nature.

Prior to founding BSK Strategies, Barbara held senior-level marketing and business development roles at a global AmLaw 50 firm, as well as small and mid-sized firms, making her uniquely skilled at walking in the shoes of her clients.

Connect with Barbara Kaplan:  

Website: https://www.bskstrategies.com

Email: barbara@bskstrategies.com

LinkedIn: https://www.linkedin.com/in/barbarakaplanprofile & https://www.linkedin.com/company/bsk-strategies

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and David Schnurman discuss:

• Building a resilient mindset through optimism, reflection, and habit formation
• Lessons from career pivots and entrepreneurial problem-solving in the legal space
• Cultivating emotional regulation through gratitude, compassion, and non-judgment
• Embracing technology and AI to repurpose content and increase professional impact

Key Takeaways:

• Journaling and identifying recurring mindset blocks can help lawyers recognize patterns of imposter syndrome and emotional burnout, giving them the self-awareness and clarity needed to shift their thinking and take purposeful steps toward resilience.
• When faced with the sudden loss or burnout of a critical team member, initiating an honest, values-based conversation centered on purpose, mutual respect, and long-term impact can be the difference between salvaging a project or watching it collapse.
• Implementing a simple but consistent daily practice of writing down three gratitudes, avoiding all outward complaints for 21 days, and giving five genuine compliments can rewire your stress response and gradually create a more positive, grounded internal state.
• Delaying your instinct to judge setbacks as inherently negative by using the mantra “good thing, bad thing, who knows” allows you to stay emotionally balanced, maintain perspective, and remain open to positive outcomes that may not be immediately visible.

"If you compliment somebody else, and it's authentic, it helps you get through the stress of the wave." —  David Schnurman

Unlock the secrets of the industry's top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

Episode References: 

How Full Is Your Bucket? by Tom Rath & Don Clifton: https://www.amazon.com/How-Full-Your-Bucket-Rath/dp/1595620036

A Complaint Free World by Will Bowen: https://www.amazon.com/Complaint-Free-World-Complaining-Enjoying/dp/0770436390

About David Schnurman: David Schnurman is a seasoned entrepreneur, TEDx speaker, and author of The Fast Forward Mindset: How to Be Fearless & Focused to Accelerate Your Success. As the CEO of Lawline, a leading online education platform for attorneys, David scaled the company from startup to industry leader while developing a powerful framework for personal and professional growth. Through his work and writing, David empowers others to break out of their comfort zones, manage fear, and focus their energy on making a meaningful impact. He’s also a past president of the Entrepreneurs' Organization (EO) New York Chapter and a passionate advocate for fearless leadership.

Connect with David Schnurman:  

Website: https://www.lawline.com/

Book: The Fast Forward Mindset: https://www.ffwdmindset.com/

LinkedIn: https://www.linkedin.com/in/davidschnurman/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Joe Jones discuss:

• The transition from traditional legal practice to entrepreneurship
• Strategies for evaluating and managing professional risk
• Tools and systems that support solo and startup legal ventures
• The mindset and preparation needed to pursue legal tech innovation

Key Takeaways:

• Successfully transitioning from law firm practice to a tech-driven startup can be less daunting when done gradually, by maintaining income and slowly validating the new concept before fully stepping away.
• Fear of entrepreneurial failure can be reduced by building out clear backup plans—even unconventional ones—to provide psychological safety and optionality during uncertain times.
• Implementing automated scheduling systems and encouraging clients to use them can significantly reduce administrative burden, lower phone interruptions, and create a more organized and prepared client experience.
• New product ideas should be tested not by pitching, but by asking target users how they currently solve the problem, which leads to more honest feedback and uncovers existing competitors or gaps in the market.
   

"There’s just so many tools out there that you can get that aren’t very expensive, that take a huge headache away from you." —  Joe Jones
 

Unlock the secrets of the industry's top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT
 

Thank you to our Sponsors!

Rankings.io: https://rankings.io/
 

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/
 

Episode References: 

The Mom Test by Rob Fitzpatrick: https://www.amazon.com/Mom-Test-customers-business-everyone/dp/1492180742

About Joe Jones: Joe Jones is a board-certified personal injury trial lawyer, the Co-Founder and CEO of StreamSettle, and a U.S. Marine Corps veteran with a driving passion for resolving conflict. From his early days in his law school's Mediation Clinic to serving as a Judge Advocate in the Marines, Joe has been helping people find solutions to their legal disputes.

After a successful run managing a Houston office for a top Texas personal injury firm and making partner, Joe's entrepreneurial spirit led him to launch Joe Jones Law Firm. But he didn't stop there. Seeing a need for innovation, he co-founded StreamSettle with his wife Chrysa—a software solution shaking up the dispute resolution world.

When he's not working, Joe is all about family, cheering on Texas A&M and Houston sports teams, playing music, and hitting the slopes.

Connect with Joe Jones:  

Website: https://streamsettle.com/

Email: jjones@streamsettle.com

LinkedIn: https://www.linkedin.com/in/joe-jones-9802a3a/ & https://www.linkedin.com/company/streamsettle

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Dan Lear discuss:

• The evolution of modern sales philosophy and methodology
• Relationship-building and persistence in business development
• The impact of information access on buyer behavior and expectations
• Qualifying clients and aligning offerings with real needs

Key Takeaways:

• Hard-selling and product-pushing tactics no longer resonate in today's market, where the more effective approach is to guide prospects through a personalized, trust-based buying process that prioritizes their needs and decision-making journey.
• To avoid wasting time and energy, sales professionals must rigorously qualify prospects early on by confirming they have a compelling reason to change, a genuine commitment to act, decision-making authority, and the financial means to proceed.
• In a world where buyers have access to the same data and pricing transparency as sellers, attempts to manipulate or pressure them are counterproductive and often backfire, as credibility and authenticity now matter more than persuasion.
• Sustainable business development stems not from being aggressively persistent but from cultivating genuine relationships, staying consistently engaged without being overbearing, and building trust through listening, relevance, and patience.

"If you don’t know what you want, be clear about that. And second, even if it’s in the short term, put together a plan to help you... move in that direction." —  Dan Lear
 

Unlock the secrets of the industry's top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT
 

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what works. Lock in your spot now: https://www.pimcon.org/

Thank you to our Sponsors!

Rankings.io: https://rankings.io/
 

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/
 

Episode References: 

• To Sell Is Human by Daniel H. Pink: https://www.amazon.com/Sell-Human-Surprising-Moving-Others/dp/1594631905
• The Win Without Pitching Manifesto by Blair Enns: https://www.amazon.com/Win-Without-Pitching-Manifesto/dp/1605440043

About Dan Lear: Dan Lear heads up partnerships at InfoTrack. InfoTrack is a tech-enabled litigation services provider focused on court filing and service of process. Dan has started and run many legal technology ventures and has a passion for marketing, branding, business development, sales, and growth.

Connect with Dan Lear:  

Website: https://www.infotrack.com/

LinkedIn: https://www.linkedin.com/in/danlear/ & https://www.linkedin.com/company/infotrack-us/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Gavin Sharpe discuss:

• The role of emotional intelligence and mindset in personal and professional growth
• Challenges and misconceptions around business development for lawyers
• The importance of authenticity and strategic networking in rainmaking
• Personal evolution through coaching, self-awareness, and internal firm collaboration

Key Takeaways:

• Many lawyers struggle to grow their book of business, not due to a lack of talent but because of internalized fears, self-imposed pressure to conform to extroverted norms, and a misunderstanding of what rainmaking truly requires.
• Introverted lawyers can excel at business development when they lean into structured systems, authentic communication, and consistent habits that align with their personality rather than trying to emulate traditional sales-driven approaches.
• By breaking down ambitious goals into small, specific, and manageable actions—such as reaching out to just five contacts instead of a daunting hundred—lawyers are far more likely to follow through and build lasting momentum.
• Significant untapped business opportunities often exist within a lawyer’s firm, where cross-disciplinary collaboration and internal networking are overlooked despite their potential to unlock valuable client relationships and referrals.

"The traits that most lawyers share is that instinctively... we’re low in empathy... we’re thin-skinned... we’re not that resilient." —  Gavin Sharpe
 

Unlock the secrets of the industry's top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT
 

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/
 

Thank you to our Sponsors!

Rankings.io: https://rankings.io/
 

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/
 

About Gavin Sharpe: Gavin Sharpe is a seasoned advisor with nearly 30 years of experience working with global law firms, corporations, and senior leaders. He began his career as a lawyer with Allen & Overy before founding SSQ, a leading international legal search firm. He played a pivotal role in launching the London offices of several U.S. law firms and led some of the most prominent partner and team moves of the decade. After selling his shares in 2010, Gavin retrained as an executive, team, and group coach, as well as a psychotherapist. He specializes in collaborating with international law firms looking to maximize their talent potential. He resides in the French Riviera, in Monaco.
 

Connect with Gavin Sharpe:  

Website: https://www.rivierawellbeing.com/

Email: gavin@rivierawellbeing.com

LinkedIn: https://www.linkedin.com/in/gavinsharpe/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Janet Falk discuss:

• The evolving role of public relations and marketing strategies for legal professionals
• Maximizing visibility and credibility through content and media engagement
• Leveraging platforms like LinkedIn and newsletters to strengthen personal branding
• Understanding AI’s impact on online search and credibility in the legal services marketplace

Key Takeaways:

• Lawyers should use the "Marketing RBI" approach—Networking, Speaking, Writing, Trade Associations, and Online Promotion—to test what resonates and build visibility.
• "Content multiplication" means repurposing one piece of content across different channels (e.g., newsletters, podcasts, articles) to expand reach and influence.
• The “confirmation process” is a three-step framework that helps online visitors verify if a professional is the right fit, based on identity, qualifications, and peer/client trust.
• AI search tools now evaluate online credibility using writing style, emotional tone, authorship, and references, making it essential to produce consistent, high-quality content.

"If you're not going to [put yourself out there], then someone else is going to take the bat out of your hands and they're going to be the one stepping up to the plate." —  Janet Falk
 

Unlock the secrets of the industry's top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT
 

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/
 

Thank you to our Sponsors!

Rankings.io: https://rankings.io/
 

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/
 

About Janet Falk: Janet Falk is a strategic communications professional with over 30 years of experience in public relations and marketing communications across law firms, financial services, businesses, and nonprofits. She helps attorneys, executives, and consultants gain media coverage, attract clients, and strengthen their professional visibility through targeted PR strategies. Known for her expertise in media relations, networking, and content marketing, Falk offers tailored guidance to position her clients as go-to industry sources for reporters and prospective clients alike. Based in New York City, she works with clients locally and globally, providing strategic consultations that guarantee actionable ideas for business growth.
 

Connect with Janet Falk:  

Website: https://janetlfalk.com/

Email: Janet@JanetLFalk.com

LinkedIn: https://www.linkedin.com/in/janetlfalk/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.