Authenticity in marketing approaches

In this episode, Steve Fretzin and Deborah Farone discuss:

• Using business development as a path to influence and autonomy
• Starting relationship-building early in your career
• Aligning marketing with authenticity and personality
• Deepening trust by focusing on long-term relationships

Key Takeaways:

• Business development gives women greater control over their careers, choices, and leadership opportunities. A strong book of business shifts power dynamics and opens doors that talent alone often cannot.
• Business development is most effective when it begins in law school, not at a partnership. Early relationships compound over time and prevent habits that isolate lawyers from future clients.
• The most effective business development reflects who you are, not generic networking scripts. Choosing methods that fit your interests builds consistency, credibility, and long-term momentum.
• Client loyalty grows from empathy, understanding, and sustained connection beyond transactions. Investing in existing relationships delivers greater impact than constantly chasing new clients.

"They say it's five times more expensive to get a brand new client than it is to grow an existing client. So it's a better use of your time." —  Deborah Farone

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

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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 Deborah Farone: Deborah Farone is a strategic advisor, author, and speaker specializing in business development and marketing for law firms. She is the founder of Farone Advisors, where she helps lawyers build strong client relationships and sustainable practices. Deborah previously served as Chief Marketing Officer at Cravath, Swaine & Moore and Debevoise & Plimpton, and is widely recognized as a pioneer in legal business development. She is the author of Best Practices in Law Firm Business Development and Marketing and a frequent lecturer at law schools and legal organizations worldwide.

Connect with Deborah Farone:  

Website: https://deborahfarone.com/

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.