Navigating Client Expectations and Realistic Pricing in Legal Marketing

This chapter focuses on the significance of conducting comprehensive exploratory calls with potential clients and providing detailed presentations on costs and value. It also warns against unrealistic pricing in legal services and encourages practitioners to balance focused legal expertise with broad marketing strategies.

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Episode notes

In this episode, Steve Fretzin and Viktoria Altman discuss:

Risk and mindset in legal marketing
How to evaluate and choose marketing vendors
Niche focus and ideal client definition as a growth strategy
The emerging impact of AI on search, ads, and brand identity

Key Takeaways:

Lawyers should stop chasing random acts of marketing and instead copy proven tactics used by competitors who serve the same client profile and budget.
Vet agencies should ask to speak with their clients in the same practice area and budget bracket and avoid unrealistically low-priced proposals.
Concentrate marketing spend on one prioritized niche or ideal client profile first, then expand once that channel is sustainably profitable.
AI-driven search will increasingly assemble a practitioner’s brand from published content and reviews, shifting the long game toward owned content (transcripts, guest posts, reviews) and away from manipulable paid placements.

"If you are doing anything on social media, it has to come from your heart." — Viktoria Altman

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.

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About Viktoria Altman: Viktoria Altman is the founder and CEO of BSPE Legal Marketing, a digital agency dedicated to helping attorneys boost visibility in both AI-driven and traditional search results. Beyond her role as a business leader, Viktoria is also the voice behind the Law Firm Accelerator Podcast and a sought-after keynote speaker, specializing in topics at the intersection of artificial intelligence and digital marketing.

At BSPE Legal Marketing, the mission is clear: to generate qualified, conversion-ready leads that connect lawyers directly with their ideal clientele.

As an experienced public speaker, Viktoria has presented at prestigious venues such as the New York City Bar Association, served as a guest lecturer at Arizona State University and National University’s JFK School of Law, and shared her insights on search engine optimization at the SEO Mastery Summit in Saigon.

Drawing from her practical experience as an entrepreneur, Viktoria has honed a proven system to enhance websites, fine-tune AI-based strategies, and support small law firms in staying competitive. Her overarching goal is to empower attorneys to grow thriving, future-ready practices while maintaining the personal well-being and balance they deserve.

Connect with Viktoria Altman:

Website: https://bsplegalmarketing.com

Email: viktoria@bsplegalmarketing.com

Show: Law Firm Accelerator: https://podcasts.apple.com/us/podcast/law-firm-accelerator/id1760159502

LinkedIn: https://www.linkedin.com/in/viktoria-altman/

Facebook: https://www.facebook.com/viktoria.tralala

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

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.