BE THAT LAWYER Steve Fretzin

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.

In this episode, Steve Fretzin and Niraj Chhabra discuss:
How law firm financial planning is different from the average person.
Building a relationship on education first with your financial advisor.
Avoiding outgrowing your income.
Understanding your expenses now to know what you need for the future.
Thinking about and planning for long-term care.

Key Takeaways:
Attorneys need more than just retirement planning, but it is often overlooked.
Your savings should increase in proportion to your income and everything else.
If you think creatively, there are ways to use time and money to your advantage for the future that isn’t taxed.
Everyone considers monthly costs, but many do not consider seasonal budget items like traveling expenses or holiday budgets.

"Whether you make $100K per year or $1M per year you have the same limits on how much you can put into your 401K and defer on your taxes. So we got to find creative ways to get that money to work outside of the bank account, we have to find creative ways to defer taxes and take advantage of vehicles that other folks may not be taking advantage of." — Niraj Chhabra

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:
The Power of Less: The fine Art of Limiting Yourself to the Essential…in Business and in Life by Leo Babauta: https://www.amazon.com/Power-Less-Limiting-Yourself-Essential/dp/1401309704

About Niraj Chhabra: Niraj Chhabra is the Managing Director of SideBar Advisors. Before launching the firm in 2022, he was an advisor with Ameriprise Financial since 2005, concentrating on clients in the legal profession. His central focus includes family finances, tax and estate strategies, retirement, and financial planning for small businesses. His goal is to help attorneys navigate their unique tax challenges and modify their financial plans as their careers evolve. He does this by offering attorneys holistic financial planning and complimentary educational workshops.

Connect with Niraj Chhabra:
Website: https://sidebaradvisors.com/
Show: https://sidebaradvisors.com/podcasts/
LinkedIn: https://www.linkedin.com/in/nirajchhabra/
LinkedIn: https://www.linkedin.com/company/sidebaradvisors/
Facebook: https://www.facebook.com/SideBarAdvisors/

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 Sean Klunder discuss:
Why law firms tend to run behind other types of businesses in marketing.
Understanding your SEO strategy.
Individual lawyer marketing versus law firm marketing.
Alignment and consistency in messaging in all areas of your firm.
Watch out for fool’s gold to ensure you’re swimming in the blue ocean.

Key Takeaways:
There is a difference between Marketing and marketing. Without a strategy, it is all just random acts of marketing.
Sales patterns have changed over the last few years. People are taking themselves 60-70% through the sales cycle online digitally before ever contacting the law firm.
Identify your unique differentiator. Use the three pillars to help identify that: what do you do, who do you help, and what makes you different.
Be targeted to who you’re disseminating your message. Where are those targets digitally? Are you also there?

"It is really important to have that strategic focus before jumping directly into the tactical execution." — Sean Klunder

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:
Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne: https://www.amazon.com/Blue-Ocean-Strategy-Uncontested-Competition/dp/1591396190

About Sean Klunder: Sean Klunder is a seasoned marketing transformation expert with a particular skill set in digital marketing. He combines his business strategy expertise with marketing transformation and execution to help law firms with explosive growth. Sean has worked with numerous law firms to develop business growth strategies, brand transformations, customized digital marketing strategies, implement the latest digital marketing initiatives, automate marketing using integrated technologies, and build reporting systems to illustrate ROI.

Prior to his fractional CMO role, Sean was Senior Vice President of Marketing and Product Management at Korn Ferry International. He was also Vice President of Marketing and Digital Development at World Book (a Berkshire Hathaway company), and Divisional Vice President at ETA/Cuisenaire. For 9 years Sean was also an Adjunct Professor of Digital Marketing at the Lake Forest Graduate School of Management where he developed his own curriculum and trained MBA candidates on strategically growing businesses through modernized digital marketing.

Because of Sean’s successes in helping law firms develop and implement customized marketing strategies, he developed a proven approach to help law firms strategically grow.

Connect with Sean Klunder:
Website: https://www.lawfirm-cmo.com/
Email: sklunder@lawfirm-cmo.com
LinkedIn: https://www.linkedin.com/in/sklunder/
LinkedIn: https://www.linkedin.com/company/law-firm-fractional-cmos/

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.