BE THAT LAWYER

In this episode, Steve Fretzin and Heather Moulder discuss:Aligning legal careers with personal values and intentionalityLeveraging storytelling for branding and client relationshipsBalancing life, career, and embracing transformative changeAttracting ideal clients for a sustainable practice Key Takeaways:Lawyers can attract ideal clients by sharing stories that highlight their values, approach, and style, rather than focusing solely on credentials.Life challenges, like a cancer diagnosis, can spark a re-evaluation of priorities and lead to career shifts aligned with personal fulfillment.Effective storytelling involves brainstorming past experiences, organizing them into themes, and focusing on lessons or client wins while maintaining confidentiality.Strong branding stories cast the client as the hero and the lawyer as a guide, creating relatable and impactful narratives. "The brilliance of storytelling.... is it attracts better clients. And by better, I don’t mean others are bad...just not a good fit for you from a values or personality perspective." —  Heather Moulder Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name! Thank you to our Sponsors!Rankings.io: https://rankings.io/Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/ Episode References: Building a StoryBrand by Donald Miller: https://www.amazon.com/Building-StoryBrand-Clarify-Message-Customers/dp/0718033329 About Heather Moulder: Heather Moulder, former Big Law partner, lawyer business coach, and host of the Life & Law Podcast, left a multi-million-dollar book of business after 18 years in private practice and a breast cancer battle to help lawyers build their ideal law practice around the life they want to live.Using a tailored framework aligned with each client's strengths, values, and needs, Heather helps attorneys build seven-figure practices without sacrificing themselves. Her clients rave about how this approach 10x’s performance and reenergizes them professionally.When not helping clients achieve more with less, Heather is cooking gluten-free meals or cheering on her baseball-obsessed teenager in the Texas heat. Connect with Heather Moulder:  Website: https://www.coursecorrectioncoaching.com/Email: heather@heathermoulder.comLinkedIn: https://www.linkedin.com/in/heathermoulder/ Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Julia Hensel discuss:The critical role of SEO in driving law firm growthAdapting to Google’s shifting algorithms for visibilityMobile optimization as a key factor for conversionsLeveraging local search strategies for competitive legal markets Key Takeaways:Law firms with strong reputations and histories are ideal candidates for SEO, but smaller-budget firms in large geographies should explore alternative marketing strategies.Google's recent algorithm updates focus on "helpful content" written for people rather than content optimized purely for search, impacting firms using mass-generated or AI-driven content strategies.Many legal websites fail to optimize for mobile, with critical features like inquiry forms often buried at the bottom of pages, significantly reducing conversions.Local Service Ads (LSAs) operate on a pay-per-lead model and require proper tracking and optimization to ensure ROI, particularly in competitive markets. "Google looks for expertise, experience, authoritativeness, and trust. If you are a firm with strong results, with many different cases you can speak to on your site, you’re able to prove a lot of those elements, and SEO will be a really strong fit for you." —  Julia Hensel Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name! Thank you to our Sponsors!Rankings.io: https://rankings.io/Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/ Episode References: Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath: https://www.amazon.com/Made-Stick-Ideas-Survive-Others/dp/1400064287 About Julia Hensel: Julia Hensel is the CEO of Lexigate, an SEO agency that services law firms. In her role at Lexigate, Julia oversees the agency’s work across website development, content creation, on-page optimization, link building, local strategies, and more. Lexigate focuses on driving measurable growth in signed cases and guarantees an increase in the first year of working together—or will work for free until targeted results are achieved. Connect with Julia Hensel:  Website: https://lexigate.com/Email: julia.hensel@lexigate.comLinkedIn: https://www.linkedin.com/in/juliawittrockhensel/ & https://linkedin.com/company/lexigateFacebook: https://www.facebook.com/lexigateagencyInstagram: https://www.instagram.com/lexigate_com/ Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Gideon Grunfeld discuss:Strategies for pricing legal services effectivelyOvercoming psychological barriers to fee adjustments in legal practiceThe importance of tailoring legal service modelsLeveraging emotional connections and effective communication in client relationships Key Takeaways:Lawyers often undercharge because they fear client objections, but raising rates with new clients or incrementally testing higher fees with existing clients can result in fairer compensation.Time is not always the best proxy for value in legal services; using flat fees or value-based pricing can align better with the real impact of a lawyer's work.Approaching legal service delivery as a relationship rather than a transaction allows lawyers to justify higher fees by emphasizing guidance, expertise, and emotional support.A subscription model can be a game-changer for repetitive, high-volume work, such as employment law, offering consistent engagement and client satisfaction. "The value you're providing has very little to do with the time you're putting in. In fact, if you can make it go away really fast, the client values it even more. So, do not charge by the hour." —  Gideon Grunfeld Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name! Thank you to our Sponsors!Rankings.io: https://rankings.io/Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/ Episode References: Huberman Lab Podcast: https://podcasts.apple.com/us/podcast/huberman-lab/id1545953110 About Gideon Grunfeld: Gideon Grunfeld was, for almost ten years, a large law firm business litigator and an antitrust attorney. As the president and founder of Rainmaking For Lawyers, he has since 2004 consulted with law firms and coached individual partners, of counsel, and associates to grow their book of business. In this capacity, he has helped thousands of lawyers increase their initial retainers, raise their hourly rates and flat fees, communicate their fees to clients, and increase their collections. Connect with Gideon Grunfeld:  Website: https://rainmakingforlawyers.com/Email: gideon@rainmakingforlawyers.comLinkedIn: https://www.linkedin.com/in/ggrunfeld/ Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Russell Knight discuss:Challenges and strategies in scaling a legal practiceBalancing professional and personal commitments effectivelyBuilding and retaining talent within a growing law firmThe role of firm culture and external development in professional success Key Takeaways:Hiring experienced professionals, even at a higher cost, provides stability and reduces the training needs of fresh graduates who require more supervision.Ongoing recruitment through social media and outreach ensures a steady talent pipeline, allowing potential hires to learn about the firm’s culture before joining.Investing in external development programs, like trial advocacy courses, enhances lawyers’ skills, strengthens loyalty, and shows the firm’s commitment to their growth.Hosting team-building events, such as farm-to-table dinners or concert outings, fosters culture, encourages cohesion, and attracts top talent. "Stop being cheap. That dollar isn’t your dollar; it’s the firm’s dollar, and it needs to get spent on people that aren’t you." —  Russell Knight Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name! Thank you to our Sponsors!Rankings.io: https://rankings.io/Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/ Episode References: Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara: https://www.amazon.com/Unreasonable-Hospitality-Remarkable-Giving-People/dp/0593418573About Russell Knight: Russell Knight is an experienced divorce and family law attorney with offices in Chicago and Naples. He has authored over 700 articles and contributed to legal publications, including the Illinois Institute for Continuing Legal Education. Frequently quoted by NBC News and Newsweek, Russell offers expert guidance on divorce, contracts, litigation, and equity issues. Fluent in English, French, and Spanish, he provides strategic support to clients navigating complex family law matters. Connect with Russell Knight:  Website: https://rdklegal.com/Email: russelldknight@gmail.comPersonal LinkedIn: https://www.linkedin.com/in/russell-d-knight/Company LinkedIn: https://www.linkedin.com/company/law-office-of-russell-d-knight/Facebook: https://www.facebook.com/LawOfficeofRussellDKnightInstagram: https://www.instagram.com/divorceattorneyknight/ Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Jennifer Gardner discuss:The impact of emotional intelligence on personal and professional successStrategies for communication and influence in legal practiceAddressing challenges in business development and client managementLawyers’ responsibility in upholding societal values and the rule of law Key Takeaways:Lawyers can enhance their decision-making and relationship-building skills by focusing on emotional intelligence, which includes empathy and understanding clients' emotions.Influence, distinct from power or convincing, is most effective when used to align others' decisions with their own goals while fostering collaboration.Prospective client meetings are more successful when the focus is on listening and empathizing rather than pitching or hard-selling services.Recognizing every interaction as an opportunity to influence positively can help lawyers build trust, improve client outcomes, and reinforce their roles as guardians of the rule of law. "Every communication is an opportunity to move further and further toward that end—using influence in a really positive way to achieve great results for our clients and to enforce the rule of law." —  Jennifer Gardner Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name! Thank you to our Sponsors!Rankings.io: https://rankings.io/Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/ Episode References: Lex Fridman Podcast: https://podcasts.apple.com/us/podcast/lex-fridman-podcast/id1434243584 About Jennifer Gardner: Jennifer B. Gardner is a Los Angeles-based trial lawyer and persuasive communications educator. She specializes in strategic, empathic, and persuasive communication, focusing on high performers in various settings. When she is not lawyering, she educates high-performing leaders on how to grow their executive presence and confidence using persuasive communication strategies through her program, “The Art of Influence and the Power Lab,” as well as for various continuing legal education providers. She also consults with lawyers on strategic messaging for their cases and helps them enhance their courtroom presence. Connect with Jennifer Gardner:  Website: https://jenniferbgardner.com/ & https://jgardnerassociates.com/LinkedIn: https://www.linkedin.com/in/jenniferbgardner/Instagram: https://www.instagram.com/iamjenniferbgardner Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Sonya Palmer discuss:Keeping connections alive after meetingsGrowing teams and operations effectivelyEmpowering women in law firmsUsing content and AI to grow practices Key Takeaways:To avoid losing momentum after meetings, always establish a next step, whether scheduling a follow-up or agreeing on mutual actions that maintain the connection.A robust hiring process, including video interviews and task-based evaluations, ensures new hires align with company values and can meet performance standards.Women advancing in leadership roles bring invaluable diversity to law firms, fostering client trust and improving business outcomes by reflecting varied perspectives.Combining personal content strengths with tools like ChatGPT allows lawyers to efficiently generate scalable marketing materials that create lasting client engagement. "Because in by being themselves and by being authentic, [women] have value....they don't have to pretend to be like the men. They have their own unique value, just like men do." —  Sonya Palmer Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name! Thank you to our Sponsors!Rankings.io: https://rankings.io/Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/ Episode References: Personal Injury Mastermind Podcast: https://podcasts.apple.com/us/podcast/personal-injury-mastermind/id1501754955Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity by Kim Scott: https://www.amazon.com/Radical-Candor-Kick-Ass-Without-Humanity/dp/1250103509 About Sonya Palmer: Sonya Palmer, the voice behind LawHer, is a seasoned digital marketing expert and the SVP of Operations at Rankings.io, an Inc. 5000 SEO company for lawyers. Working closely with female attorneys at various career stages—many now firm owners—Sonya identified a critical gap: women were often trying to build their legal businesses alone, without visibility into successful models. Through LawHer, she aims to provide women in law the tools, insights, and community support needed to redefine success on their own terms. Connect with Sonya Palmer:  Website: https://rankings.io/Email: Sonya@rankings.ioShow: LawHer Podcast: https://podcasts.apple.com/us/podcast/lawher/id1599413853LinkedIn: https://www.linkedin.com/in/sonyapalmer/ Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911 Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Jared Correia discuss:The evolving role of AI and technology in legal practicesCommon obstacles lawyers face with adopting and implementing tech solutionsStrategies for improving law firm efficiency and productivityTrends in business development and billing models Key Takeaways:Lawyers hesitate to adopt AI due to risk aversion and limited tech savviness, but starting with free tools like ChatGPT can ease the transition.Flat fee billing models align with AI efficiencies, as ethical guidelines discourage charging for time saved through automation.AI tools like Microsoft Copilot and Google Duet AI reduce time on repetitive tasks, allowing lawyers to focus on strategic work.Large firms often beta-test AI in specific practice groups, while smaller firms use off-the-shelf or custom solutions. "I have found that most attorneys...it's a talent acquisition problem these days, not a work acquisition problem. They need to find more lawyers to do the work—another way to look at it is, maybe we need more technology to do the work and deploy that." —  Jared Correia Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name! Thank you to our Sponsors!Rankings.io: https://rankings.io/Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/ Episode References: The Rest Is History Podcast: https://podcasts.apple.com/us/podcast/the-rest-is-history/id1537788786 About Jared Correia: Jared D. Correia, Esq., a former practicing lawyer, has been a business management consultant for law firms since 2008, working with thousands of firms globally, from solo practices to Big Law. An internationally recognized legal technology expert, he is the founder and CEO of Red Cave Law Firm Consulting, serving lawyers directly and through bar associations. Correia has hosted The Legal Toolkit podcast since 2009 and The NonEventcast podcast for Above the Law. He also contributes to the NonEvent legal technology hub, presents for legal organizations, and writes for law firm business management publications. Connect with Jared Correia:  Website: https://www.redcavelegal.com/Email: jared@redcavelegal.comLinkedIn: https://www.linkedin.com/in/jaredcorreia/ & https://www.linkedin.com/company/red-cave-legal/Twitter: https://x.com/jaredcorreia & https://x.com/RedCaveLegal Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911 Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Stuart Baum discuss:Developing positive habits for personal and professional successOvercoming bad habits that hinder productivity and growthThe importance of accountability and structured systems in habit formationStrategies for effective business development and client engagement Key Takeaways:Writing down commitments and follow-ups immediately after meetings, whether by texting yourself or using a note app, ensures accountability and helps avoid forgetting key tasks or names from conversations.Allocating two 30-minute blocks each week exclusively for business development activities, such as following up on leads or setting appointments, creates consistency and avoids the excuse of being too busy to prioritize growth.Using storytelling in conversations, focusing on concise, memorable anecdotes about solving client problems, engages potential clients better than overwhelming them with a long list of services.Establishing accountability partnerships, where colleagues or peers meet regularly to share progress and co-develop opportunities, adds structure to habit-building and prevents the temptation to delay important tasks. "Not all habits work for all people, but some of it will work for you—pick the things that work for you and do it." —  Stuart Baum Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name! Thank you to our Sponsors!Rankings.io: https://rankings.io/Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/ Episode References: If Books Could Kill Podcast: https://podcasts.apple.com/us/podcast/if-books-could-kill/id1651876897 About Stuart Baum: Stuart Baum is a Sales, Marketing & Customer Success consultant and coach with proven experience helping businesses develop and implement go-to-market (GTM) and client expansion/saturation processes to increase lead generation and sales, grow client profitability, and improve the overall sales and marketing culture. He sits on a number of corporate boards, serves as the board chair of a not-for-profit, and also writes children's stories, which, along with writing activities and games, can be found at StuartStories.com. Connect with Stuart Baum:  Website: https://largerpond.com/Email: stuart@largerpond.comLinkedIn: https://www.linkedin.com/in/stuartbaum Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and Bryan Figueroa discuss:Strategies for scaling law firms effectivelyThe importance of delegation and effective team-buildingLeveraging technology and automation in legal practice managementThe evolving role of outsourcing and virtual staffing in modern law firms Key Takeaways:Solopreneurs should prioritize identifying their strengths and weaknesses to effectively delegate non-revenue generating tasks at a lower cost than their billable rate.Mid-sized law firms often struggle with innovation and can benefit from modernizing their technology stack and overcoming attachment to outdated practices.A central source of truth, such as a practice management suite, ensures all stakeholders have real-time access to essential data, streamlining firm operations.Over-hiring without sufficient revenue reserves can lead to financial strain during slow seasons, emphasizing the importance of planning and inventorying resources before scaling. "With the right standards of operations, the right training in place, and the right vision, every single one of the team members that is hired—if due diligence is done correctly—will perform accordingly, buy into the mission, and help push it forward." —  Bryan Figueroa Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name! Thank you to our Sponsors!Rankings.io: https://rankings.io/Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/ Episode References: Free Lawyer Podcast by Gary Miles: https://podcasts.apple.com/us/podcast/the-free-lawyer/id1614507857 About Bryan Figueroa: Bryan Figueroa is a seasoned Sales and Operations leader and President of ShiftSixOS, a company providing full-time support staff for law firms and legal tech companies at a fraction of traditional hiring costs. Previously, he worked at a leading legal tech company, gaining valuable insights into industry challenges and building lasting client relationships. Bryan’s leadership emphasizes personalized support and a consultative approach to help clients scale their businesses and achieve success in a rapidly evolving market. Connect with Bryan Figueroa:  Website: https://shiftsixos.com/Email: bryan.figueroa@shiftsixos.comLinkedIn: https://www.linkedin.com/in/bryan-figueroa1024/ & https://www.linkedin.com/company/shiftsixos/ Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, Steve Fretzin and John Kormanik discuss:Mastering time and prioritization for lawyersTransitioning from law practice to impactful coachingEmbracing work-life blend over balanceThe value of coaching for professional growth Key Takeaways:Lawyers should identify and focus on high-level tasks only they can perform, saying no to distractions and delegating effectively to reclaim control of their schedules.Creating space to recharge, such as leaving your phone behind during walks or taking intentional downtime, is crucial to maintaining focus and high performance.Begin each day with proactive work aligned with your goals, avoiding the trap of reactive email responses, which often represent others' priorities rather than your own.Instead of chasing an impossible balance, embrace the idea of blending professional demands and personal goals based on the current season of your life and work. "You do hard things every day—you just don’t realize it because, by the time you're done, you’ve already done them." —  John Kormanik Got a challenge growing your law practice? Email me at steve@fretzin.com with your toughest question, and I'll answer it live on the show—anonymously, just using your first name! Thank you to our Sponsors!Rankings.io: https://rankings.io/Rainmakers Roundtable: https://www.fretzin.com/lawyer-coaching-and-training/peer-advisory-groups/ Episode References: The Rich Roll Podcast: https://podcasts.apple.com/us/podcast/the-rich-roll-podcast/id582272991 About John Kormanik: John R. Kormanik is a Professional Certified Coach, known worldwide as the lawyer who coaches lawyers. His passion for human potential, combined with his coaching and legal training, along with a successful twenty-four-year career as a law firm owner and attorney, enables him to challenge his clients to achieve more than they believe possible. Connect with John Kormanik:  Website: https://www.johnrkormanik.com/Email: john@johnrkormanik.comBook: Break the Law: A Story of a Reimagined Legal Career and a Reclaimed Life: https://www.breakthelawbook.com/LinkedIn: https://www.linkedin.com/in/johnrkormanik Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.