The Rainmaking Podcast TRP 282: [Legal] Becoming a Visible Expert with Elise Holtzman
In this legal-focused episode of The Rainmaking Podcast, Scott Love speaks with Elise Holtzman, former BigLaw attorney and founder of The Lawyer’s Edge, about how lawyers can become visible experts rather than “well-kept secrets.” Elise explains that doing excellent work behind a closed door is not enough—clients and referral sources must see you as a top, credible choice. She introduces her simple “who, what, and where” framework: identify who your ideal clients and referral sources are, what problems you solve and value you deliver for them, and where they “hang out” for information (conferences, associations, publications, online communities). From there, she recommends pursuing speaking, writing, and podcast opportunities in those venues so you become the person who gets the call.
Elise also unpacks the main reasons lawyers resist visibility: fear of being “salesy,” lack of time, and imposter syndrome (“I’m not really an expert”). She reframes rainmaking as service, not aggressive selling, and stresses that you don’t have to be the world’s #1 authority—only valuable to your audience. A major lever is building intentional referral-source networks: other professionals who serve the same clients but don’t compete with you (accountants, consultants, marketers, recruiters, other lawyers in different practice areas). By collaborating on events, content, and introductions, you “borrow trust” and create win–win–win outcomes for yourself, your referral partners, and your shared clients. Elise closes with three action steps: (1) block a “power hour” to define your who/what/where and list specific A-level referral sources who’ve already tried to send you work; (2) proactively ask for speaking and writing opportunities instead of waiting to be discovered; and (3) talk openly about your thought-leadership work—on LinkedIn, your bio, and in conversations—so others know you’re available as a visible expert.
Visit: https://therainmakingpodcast.com/
YouTube: https://youtu.be/kNaUHw9eMOs
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This podcast is sponsored by:
SurePoint Legal Insights (formerly known as Leopard Solutions) –turning legal intelligence into opportunity
Link: https://www.leopardsolutions.com/index.php/request-a-demo/
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Elise Holtzman has dedicated over 16 years to working with lawyers and law firms to help them be proactive about business development, leadership, and career acceleration. As a former practicing attorney with experience working at Fried Frank and Morgan Lewis, Elise brings a deep understanding of the practice of law (and the demands of operating a firm) to her work.
As founder of The Lawyer’s Edge, she helps leaders promote a healthy, growth-oriented culture in their firms and coaches lawyers on how to bring in more business, retain clients, and communicate effectively. Elise frequently speaks and writes on the subject of business development and career acceleration for lawyers and is the host of The Lawyer’s Edge Podcast.
Links: https://thelawyersedge.com/lawyers-edge-podcast/
https://www.linkedin.com/in/eliseholtzman/
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