Intro

This chapter focuses on the essentials of establishing a successful legal practice by becoming a recognized expert in the field. It underscores the value of proactive networking and shares insights on the importance of perseverance, with an inspiring quote from Babe Ruth.

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Episode notes

In this episode, Steve Fretzin and Janet Falk discuss:

The evolving role of public relations and marketing strategies for legal professionals
Maximizing visibility and credibility through content and media engagement
Leveraging platforms like LinkedIn and newsletters to strengthen personal branding
Understanding AI’s impact on online search and credibility in the legal services marketplace

Key Takeaways:

Lawyers should use the "Marketing RBI" approach—Networking, Speaking, Writing, Trade Associations, and Online Promotion—to test what resonates and build visibility.
"Content multiplication" means repurposing one piece of content across different channels (e.g., newsletters, podcasts, articles) to expand reach and influence.
The “confirmation process” is a three-step framework that helps online visitors verify if a professional is the right fit, based on identity, qualifications, and peer/client trust.
AI search tools now evaluate online credibility using writing style, emotional tone, authorship, and references, making it essential to produce consistent, high-quality content.

"If you're not going to [put yourself out there], then someone else is going to take the bat out of your hands and they're going to be the one stepping up to the plate." — Janet Falk

Unlock the secrets of the industry's top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT

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Thank you to our Sponsors!

Rankings.io: https://rankings.io/

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 Janet Falk: Janet Falk is a strategic communications professional with over 30 years of experience in public relations and marketing communications across law firms, financial services, businesses, and nonprofits. She helps attorneys, executives, and consultants gain media coverage, attract clients, and strengthen their professional visibility through targeted PR strategies. Known for her expertise in media relations, networking, and content marketing, Falk offers tailored guidance to position her clients as go-to industry sources for reporters and prospective clients alike. Based in New York City, she works with clients locally and globally, providing strategic consultations that guarantee actionable ideas for business growth.

Connect with Janet Falk:

Website: https://janetlfalk.com/

Email: Janet@JanetLFalk.com

LinkedIn: https://www.linkedin.com/in/janetlfalk/

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!