Barbara Kaplan: Making Clients the Hero and Finding the Right Ones to Serve

In this episode, Steve Fretzin and Barbara Kaplan discuss:

• The importance of storytelling in building a compelling professional brand
• How lawyers can identify and attract their ideal clients
• Strategies to overcome self-doubt and inner critics in professional development
• The role of niching and differentiation in legal marketing and client acquisition

Key Takeaways:

• Lawyers can strengthen their marketing by identifying a compelling client success story, positioning the client as the main character who overcame a challenge, and sharing that story across platforms like LinkedIn and websites to attract similar clients and build trust without feeling like they’re selling.
• Defining an ideal client involves a clear understanding of that client’s pain points, values, lifestyle, and behavior patterns—often revealing shared traits with the lawyer themselves—so they can intentionally market to and attract more of the right fit.
• The Red Velvet Rope theory empowers lawyers to direct their time, money, and energy only toward clients who align with their values and expertise, allowing them to build a more satisfying and profitable practice while filtering out those who dilute their brand.
• Overcoming inner critics and self-doubt requires recognizing limiting beliefs like “I’m not good enough” or “no one will call,” and deliberately reframing them with empowering self-talk and bold action steps, such as finally launching a business or asking for high-value referrals.

"Facts tell, stories sell because of the human connection… You want the client to see themselves in the story you tell." —  Barbara Kaplan

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About Barbara Kaplan: Barbara is Founder & CEO of BSK Strategies, a business development consulting practice. Lawyers and law firms hire Barbara to guide them in building their brands, winning new and higher-value work, establishing thought leadership, and developing innovative strategies and approaches to distinguish themselves in a competitive and uncertain marketplace.

She has over 20 years of experience helping clients define, pursue, and win the business they want. Barbara has worked with firms of every type and style, each with a unique culture and set of challenges. She is devoted to helping them make that skill second nature.

Prior to founding BSK Strategies, Barbara held senior-level marketing and business development roles at a global AmLaw 50 firm, as well as small and mid-sized firms, making her uniquely skilled at walking in the shoes of her clients.

Connect with Barbara Kaplan:  

Website: https://www.bskstrategies.com

Email: barbara@bskstrategies.com

LinkedIn: https://www.linkedin.com/in/barbarakaplanprofile & https://www.linkedin.com/company/bsk-strategies

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

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