Use AI and systems to scale posting

Steve and Chris show how AI, templates and automation produce consistent, on-brand posts efficiently.

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Episode notes

In this episode, Steve Fretzin and Chris Earley discuss:

Treating consistency as the real competitive edge
Building trust through authenticity over achievement
Matching platforms to where your audience already lives
Playing the long game of value before promotion

Key Takeaways:

Showing up every day with content is not a tactic but the game itself. One post a day over time compounds into trust, visibility, and separation. Most lawyers will not endure the discipline, which is precisely why it works.
Audiences respond more to struggle, growth, and honesty than polished wins. Sharing mistakes, personal history, and lessons humanizes the professional brand. Credibility grows faster when vulnerability comes before accomplishment.
Effective content starts by knowing who you serve and where they spend their attention. B2B audiences tend to gather on LinkedIn, while B2C clients live elsewhere. Posting everywhere is fine, but focus belongs where attention already flows.
Education, insight, and generosity must outweigh direct selling over time. Promotion works only after value has been delivered consistently and visibly. Your brand strengthens when service leads and asks follow.

“I think the practitioner should be posting, if you really want to get serious, once a day on LinkedIn… One post. Can you do that for a year and stick with that? I’ve done that for like four or five years, and the flywheel just expands." — Chris Earley

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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About Chris Earley: Christopher Earley is a Boston-based personal injury attorney and founder of Earley Law Group Injury Lawyers, where he has devoted nearly two decades to advocating for injury victims and standing up to powerful insurance companies. He holds a J.D. from New England Law (2004) and is admitted to practice in Massachusetts. Chris is also an accomplished author of multiple consumer guides, a legal columnist for the American Bar Association and Massachusetts Lawyers Weekly, and a frequent speaker on law firm business topics. His work has earned recognition, including multiple Massachusetts Super Lawyer honors. Beyond law, he serves his community through youth sports coaching and local partnerships, all while emphasizing clear communication, client education, and relentless advocacy.

Connect with Chris Earley:

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

Justia Lawyers: https://lawyers.justia.com/lawyer/christopher-earley-1335943

YouTube: https://www.youtube.com/user/ChrisEarleyLaw

Twitter: https://twitter.com/chrisearleylaw

Facebook: https://www.facebook.com/Law-Offices-of-Christopher-Earley-104980886333/

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

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.