BE THAT LAWYER Steve Fretzin

In this episode, Steve Fretzin and Miriam Airington-Fisher discuss:
Building your business on your own or under a firm umbrella.
Embracing an entrepreneurial mindset.
Growing and scaling in different ways.
Advice for those lawyers going out on their own.

Key Takeaways:
You get a higher return when you’re the one that you’re investing in.
Even though we are all important in our own ways, we can still delegate to others. You do not need to be the person talking to every single person on every single issue.
Take yourself out of the day-to-day equation. You can do that with technology, a small staff, or a large staff. Regardless of your goals, getting out of the whirlwind counts as scaling.
There is never a perfect time to pull the trigger. Draw a line in the sand, bet on yourself, and go do it.

"When you're an entrepreneur and you're in control, you can you can shape how the business looks." — Miriam Airington-Fisher

Take the BE THAT LAWYER challenge at Fretzin.com!

Thank you to our Sponsors!
Lawmatics: https://www.lawmatics.com/bethatlawyer/
Get Staffed Up: https://getstaffedup.com/bethatlawyer/
Green Cardigan Marketing: https://greencardiganmarketing.com/

Episode References:
Fireproof: A Five-Step Model to Take Your Law Firm from Unpredictable to Wildly Profitable by Mike Morse
The Game-Changing Attorney Podcast with Michael Mogill

About Miriam Airington-Fisher: Miriam is a lawyer, firm owner, speaker, and best-selling author. She started a practice in 2016 as a new mom in the middle of a divorce, and over the past 8 years has grown it into a 12-person, multi-million dollar firm specializing in immigration and civil rights. Today, she runs the Virginia-based firm, Airington Law, and consults with lawyers and law firm owners who want to build or scale family-friendly law firms. She is the author of Mom's A Lawyer: How to Start a Firm and Take Control of Your Life.

Connect with Miriam Airington-Fisher:
Website: https://airingtonlaw.com/
Website: https://www.momsalawyer.com/
Book: https://www.momsalawyer.com/book
LinkedIn: https://www.linkedin.com/in/lawyer-like-a-mother/
Instagram: https://www.instagram.com/lawyerlikeamother

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


Show notes by Podcastologist Chelsea Taylor-Sturkie

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

In this episode, Steve Fretzin and Laura Sauter discuss:
What branding really is and what it really means.
Personal branding to stand out authentically.
Building and protecting your reputation and brand.
Reflecting on your personal brand and values to elevate your law practice.

Key Takeaways:
People hire lawyers, not just law firms. To stand out, you must have your own branding, not just that of the firm.
You only know what your brand is when it is reflected to you by those who love you and those who hate you.
Dig deep, understand yourself, and be you. That is your biggest differentiator.
You don’t need everyone as a customer. You just need the right ones.

"No matter what the company, no matter what the size, I'm still going to go through those core values and help those entities, the person or the firm, understand how they are unique within the plethora of offerings out there." — Laura Sauter

Take the BE THAT LAWYER challenge at Fretzin.com!

Thank you to our Sponsors!
Lawmatics: https://www.lawmatics.com/bethatlawyer/
Get Staffed Up: https://getstaffedup.com/bethatlawyer/
Green Cardigan Marketing: https://greencardiganmarketing.com/

Episode References:
The Power of You by Chris Michaels
The 4-Hour Workweek by Timothy Ferriss
The Brand You by Tom Peters

About Laura Sauter:
Meet Laura Sauter, a seasoned brand expert, educator, and speaker passionate about the power of personal branding. With over two decades of experience in brand strategy and design, Laura empowers entrepreneurs, non-profits, and seasoned company founders to navigate growth, transition, and conflict with confidence.

Laura's expertise lies in strategic brand positioning, naming, corporate identity, and associated marketing. She has consulted for multinational corporations such as Fidelity, Biogen, and TJX, as well as numerous small and mid-sized companies across New England and nationwide.

As a dynamic speaker and educator, Laura shares actionable insights and strategies to help individuals and businesses amplify their personal brands. Her approach combines precision, creativity, and empathy to drive tangible results in today's competitive landscape.

Whether you're looking to enhance your personal brand or elevate your company's identity, Laura Sauter is your trusted partner in achieving lasting impact and success.

Connect with Laura Sauter:
Website: https://agencybel.com/
LinkedIn: https://www.linkedin.com/in/laura-sauter-58a341/
LinkedIn: https://www.linkedin.com/company/agency-bel/
Twitter: https://twitter.com/agencybel
Facebook: https://www.facebook.com/laura.sauter.5/
Facebook: https://www.facebook.com/agencybel
Instagram: https://www.instagram.com/designerlulu/
Instagram: https://www.instagram.com/agencybel/

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

Show notes by Podcastologist Chelsea Taylor-Sturkie

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

In this episode, Steve Fretzin and David Aaronson discuss:
Why sales has a bad reputation in the legal industry.
Being human before selling.
Properly utilizing the Universal Seven Principles of Persuasion.
Understanding the emotional decision-making that happens before the intellectual decision-making.

Key Takeaways:
Sales has changed from hard selling to consultant selling.
There is power in social proof and in having authority. What are you doing to build relationships and authority in your area of expertise?
Look at what your competitors are doing and be an authority against those competitors. If they are creating lots of content online, you should be as well to compete with them.
Do your research on those you want to build relationships with to create unity with something beyond the superficial.

"Just because the seven principles are there, doesn't mean they're going to happen naturally, you have to affect them." — David Aaronson

Take the BE THAT LAWYER challenge at Fretzin.com!

Thank you to our Sponsors!
Lawmatics: https://www.lawmatics.com/bethatlawyer/
Get Staffed Up: https://getstaffedup.com/bethatlawyer/
Green Cardigan Marketing: https://greencardiganmarketing.com/

Episode References:
ProVisors: https://www.provisors.com/
HubSpot: https://www.hubspot.com/
Thinking, Fast and Slow by Daniel Kahneman: https://www.amazon.com/Thinking-Fast-Slow-Daniel-Kahneman/dp/0374533555
Yes! By Robert B. Cialdini: https://www.amazon.com/Yes-Scientifically-Proven-Ways-Persuasive/dp/1416570969

About David Aaronson:
As the owner of Digital Inbound, David is a Cialdini Institute Certified Coach, trainer, and practitioner, specializing in the field of marketing. Our focus is leveraging the Universal 7 Principles of Persuasion (PoP) to help get more prospects to say yes. We are dedicated to demonstrating how to utilize the 7 PoPs not just for marketing and sales, but for everyday decisions we all make. We utilize insights from both Robert Cialdini, Ph.D. author of Influence, the Psychology of Influence and Daniel Kahneman, Ph.D. winner of the Nobel Prize in Economics and author of Thinking, Fast & Slow.

Connect with David Aaronson:
Website: https://www.digitalinbound.com/
Email: david@digitalinbound.com
Phone: 323-428-2015
LinkedIn: https://www.linkedin.com/in/davidcaaronson/
LinkedIn: https://www.linkedin.com/company/digital-inbound/

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


Show notes by Podcastologist Chelsea Taylor-Sturkie

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

In this episode, Steve Fretzin and Sarah Victory discuss:
Building your business without imploding.
What to focus on whether you’re running a small or large firm.
The biggest problems lawyers face when scaling.
Getting business and leads from speaking and presentations.

Key Takeaways:
Become better in the face of hard challenges. Don’t wish your challenges were easier when you can get stronger.
You can find great people, but you have to dare to do it. Do something brave every day to grow your business.
Hire somebody before you think you need them. You can also look for people outside of the US and are not constrained by only those in your area.
At speaking engagements, connect with people before and after. Network, connect, build relationships, and show your expertise.

"I believe there's a form of marketing for everybody. And that usually is something you love to do." — Sarah Victory

Take the BE THAT LAWYER challenge at Fretzin.com!

Thank you to our Sponsors!
Lawmatics: https://www.lawmatics.com/bethatlawyer/
Get Staffed Up: https://getstaffedup.com/bethatlawyer/
Green Cardigan Marketing: https://greencardiganmarketing.com/

Episode References:
Finding Your Own North Star by Martha Beck

About Sarah Victory: CEO of The Victory Company & international best-selling Author, Sarah Victory, has spoken to over 3000 distinguished audiences, including 3 ½ million people, in Europe, the US, and South America, and is sought after for popular Podcasts, and TV and Radio Shows.

She is the author of Double Your Business in One Year or Less! and Do Something Brave Every Day.

Connect with Sarah Victory:
Website: https://www.thevictorycompany.com/
Email: sarah@thevictorycompany.com
Book: How to Be Powerful: Insider Secrets to Brilliant Leadership, Sales, and Speaking
YouTube: https://www.youtube.com/@inspiringvictory
LinkedIn: https://www.linkedin.com/in/sarahvictory/
Facebook: https://www.facebook.com/sarahvictory/
Instagram: https://www.instagram.com/inspiringvictory/

Connect with Gary Johnson:
Website: j2marketingconsultants.com
Email: garyj@j2marketingconsultants.com
LinkedIn: linkedin.com/in/j2marketingconsultants
Twitter: twitter.com/j2consultants

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


Show notes by Podcastologist Chelsea Taylor-Sturkie

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

In this episode, Steve Fretzin and Robert Friedman discuss:
Focusing on the client and what their needs are, both physical and psychographic.
The five questions Robert asks each of his questions.
Setting your aperture appropriately.
Understanding your positioning and making it work for you.

Key Takeaways:
When you can position yourself precisely, you won’t attract everyone, but you will attract the right clients to your firm.
You have to do both the strategy work and the research work to know that you’re landing in the right space with your branding.
If your message is not resonating with your potential referral sources and clients, then workshop it. Ask for feedback and be willing to listen. You don’t want to spin your wheels when a simple change could bring business growth.
Focus on what makes you unique and make sure that comes across to your clients and potential clients.

"The number one way to differentiate is to really think about what you value and what you stand for and put that upfront." — Robert Friedman

Take the BE THAT LAWYER challenge at Fretzin.com!

Thank you to our Sponsors!
Lawmatics: https://www.lawmatics.com/bethatlawyer/
Get Staffed Up: https://getstaffedup.com/bethatlawyer/
Green Cardigan Marketing: https://greencardiganmarketing.com/

Episode References:
The Win Without Pitching Manifesto by Blair Enns
Take Robert’s Brand Strength Assessment for more information: https://www.fearlessbranding.com/resources/

About Robert Friedman: I am the founder of Fearless Branding. I work with experts in law and consulting who are at the top of their game, but whose firms are not realizing their full potential. They want bigger clients and more lucrative cases/engagements but they struggle to get traction with their ideal clients.

Here’s what I find: Frequently, professional services and consulting firms deliver powerful, unique expertise but they don’t reap the rewards because the way they define their value is generic. They’re not controlling their own narrative.

For over 20 years, I’ve worked with expert firms to transform the way they present themselves to their market. We define their unique brilliance and develop a winning narrative that answers their prospects’ most important question: “Why should we choose you.”

My work delivers a complete brand transformation: I deliver firms a new way to talk about themselves and position themselves precisely in the minds of their ideal clients. Deliverables include brand identities, website (including all messaging), thought leadership marketing and guidance for the right language for business development conversations. Results are significant increase in average engagement size, driven by increased clarity and confidence.

Before Fearless Branding I was in brand management for Kraft and other major food companies, and I was a “Mad Man” for big New York City advertising agencies.

Connect with Robert Friedman:
Website: https://www.fearlessbranding.com/
LinkedIn: https://www.linkedin.com/in/rfriedmanfearlessbranding/

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


Show notes by Podcastologist Chelsea Taylor-Sturkie

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

In this episode, Steve Fretzin and Andrew Michaels discuss:
Matching your branding and headshot to your firm and business goals.
Opening the doors to consultation with your headshot.
What every lawyer should have in their arsenal of headshots.
AI headshots.

Key Takeaways:
For internal purposes, you should have a friendly-looking headshot. That may not be what you want for your public headshot.
Different variations on your headshot can be used for different purposes in your branding, marketing, and social media.
A good impression will work for you. But more than that, everyone deserves to have a professional photo of themselves that they love.
A headshot is meant to create a human connection. Using AI removes that humanity from the picture.

"We talk a lot about judging a book by its cover. You're not supposed to do that, but as human beings, that’s the way that we're wired. It's just science, at this point, that a good impression will work for you." — Andrew Michaels

Email Steve at Steve@Fretzin.com for a chance to audit one of his exclusive rainmaker round table groups in April!

Thank you to our Sponsors!
Lawmatics: https://www.lawmatics.com/bethatlawyer/
Get Staffed Up: https://getstaffedup.com/bethatlawyer/
Green Cardigan Marketing: https://greencardiganmarketing.com/

Episode References:
Get your bonus offer for your Super Lawyer Session at https://www.statestreetheadshots.com/super-lawyer
Huberman Lab Podcast - https://www.hubermanlab.com/podcast

About Andrew Michaels: Andrew Michaels is a corporate headshot photographer who believes in selling without telling.

With his award-winning imagery, Andrew helps attorneys tell viewers they are looking at a winning firm.

Running his sessions with direct cues and some timely banter, he guides individuals through a range of expressions to match various content forms - from a warm smile to a game face that says "We fight for you".

Having taken over 10,000 headshots, Andrew has developed a system that caters to all personalities, so even the most camera-shy individuals can finally lean into their greatest selling point, themselves.

Connect with Andrew Michaels:
Website: https://www.statestreetheadshots.com/
Email: andrew@statestreetheadshots.com
LinkedIn: https://www.linkedin.com/in/andrewmichaelschi/
LinkedIn: https://www.linkedin.com/company/state-street-headshots/
Facebook: https://www.facebook.com/andrewmichaelschi/
Facebook: https://www.facebook.com/statestreetheadshots
Instagram: https://www.instagram.com/andrewmichaelschi
Instagram: https://www.instagram.com/statestreetheadshots

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


Show notes by Podcastologist Chelsea Taylor-Sturkie

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