people
that
actually
should
have
a
microphone.
In
my
22
years
as
an
entrepreneur,
I
have
done
just
about
everything
possible
to
generate
business.
I
have
run
networking
groups,
spoken
at
countless
retreats
and
conferences,
and
leveraged
clients
for
introductions
to
prospective
clients.
On
the
marketing
side,
I
have
invested
in
SEO,
PPC,
written
hundreds
of
articles,
published
five
books,
and
created
more
than
1,000
videos.
With
all
of
that
experience,
nothing,
and
I
mean
nothing,
has
compared
to
the
power
of
my
BE
THAT
LAWYER
podcast.
My
goal
here
is
not
to
convince
every
lawyer
to
start
a
podcast.
It
is
to
explain
why
this
might
be
a
far
more
strategic
growth
tool
than
most
attorneys
realize.
With
more
than
550
episodes
in
less
than
six
years,
and
after
helping
more
than
a
dozen
lawyers
build
successful
shows
of
their
own,
I
can
say
without
hesitation
that
podcasting
creates
value
in
ways
that
traditional
marketing
never
will.
A
clear
example
is
the
reach
it
creates.
My
podcast
videos
now
appear
on
Above
the
Law,
giving
me
a
broader
and
more
credible
audience
than
ever
before.
When
you
build
a
strong
and
consistent
podcast,
respected
platforms
want
to
align
with
your
content.
That
kind
of
association
does
not
happen
when
you
stay
invisible.
Meeting
the
right
people
Getting
meetings
with
high-value
referral
sources
and
true
decision
makers
is
a
challenge
for
many
lawyers.
It
feels
awkward
to
approach
them
and
even
worse
to
pitch
them.
Podcasting
removes
that
tension
completely.
Instead
of
asking
for
business,
you
invite
them
into
a
valuable
conversation.
You
give
them
visibility.
You
make
it
about
them,
not
you.
That
builds
trust
from
the
first
exchange.
A
great
example
is
my
500th
episode
with
John
Morgan
of
Morgan
and
Morgan.
If
I
had
reached
out
to
pitch
coaching,
nothing
would
have
happened.
But
the
invitation
to
appear
as
the
500th
guest
was
too
compelling
to
ignore.
The
interview
was
outstanding,
we
built
a
real
connection,
and
he
later
agreed
to
appear
in
my
latest
book
on
rainmaking.
That
entire
chain
of
events
started
with
a
single
podcast
invitation.
Producing
content
that
never
dries
up
Lawyers
often
struggle
with
content
creation.
Some
stare
at
LinkedIn
wondering
what
to
post
and
end
up
posting
nothing
at
all.
A
podcast
solves
that
instantly.
Every
episode
produces
audio,
long
form
video,
short
form
reels,
and
a
full
transcript.
I
publish
two
episodes
a
week
and
each
one
fuels
weeks
of
additional
marketing.
The
transcripts
become
Blogcasts.
The
reels
become
social
media
assets.
The
long
form
videos
go
to
YouTube
and
other
platforms.
It
is
a
complete
content
engine.
My
most
recent
bestselling
book,
BE
THAT
LAWYER:
101
Top
Rainmakers
Secrets
to
Growing
a
Successful
Law
Practice,
was
created
from
podcast
transcripts.
One
hundred
rainmakers.
One
hundred
contributors
helping
promote
the
book.
That
is
the
multiplier
effect
a
strong
podcast
provides.
Building
a
brand
that
brings
clients
to
you
I
often
share
the
story
of
my
plane
crash
in
1996
and
how
my
father
connected
me
with
Bob
Clifford,
the
aviation
attorney
he
trusted
most.
That
referral
clearly
explains
the
power
of
branding
and
how
business
can
be
generated
proactively,
with
less
competition
and
effort.
Podcasting
works
the
same
way.
Without
question,
more
new
clients
come
to
me
through
my
podcast
than
through
any
other
marketing
initiative.
Lawyers
listen
to
the
show,
understand
my
approach,
and
trust
me
long
before
we
ever
speak.
By
the
time
they
reach
out,
they
are
already
confident
that
I
am
the
right
coach
for
them.
That
is
the
real
power
of
a
podcast.
Listeners
feel
like
they
know
you.
They
connect
with
your
voice,
your
insights,
and
your
consistency.
Articles
and
videos
can
do
some
of
that,
but
not
at
the
same
level.
Audio
builds
a
deeper
relationship.
The
one
warning
lawyers
need
to
hear
Podcasting
only
works
if
you
do
it
consistently.
Monthly
or
weekly.
No
exceptions.
You
also
need
production
and
marketing
support,
so
the
process
does
not
eat
your
time.
You
are
a
lawyer,
not
a
full-time
media
producer.
The
good
news
is
that
there
are
affordable
solutions.
I
use
automations
and
production
teams
so
that
all
I
need
to
do
is
show
up
for
the
interview.
Everything
else
is
handled.
The
bottom
line
Podcasting
is
one
of
the
most
powerful
and
overlooked
marketing
tools
available
to
lawyers
today.
It
helps
you
meet
the
right
people,
produce
nonstop
content,
and
build
a
brand
that
clients
trust.
If
you
want
guidance
on
how
to
get
started
or
need
introductions
to
reputable
podcast
production
teams,
email
me
at
[email protected]
and
I
will
connect
you
with
resources
that
support
lawyers
at
every
level.
Steve
Fretzin
is
a
bestselling
author,
host
of
the
“Be
That
Lawyer”
podcast,
and
business
development
coach
exclusively
for
attorneys.
Steve
has
committed
his
career
to
helping
lawyers
learn
key
growth
skills
not
currently
taught
in
law
school.
His
clients
soon
become
top
rainmakers
and
credit
Steve’s
program
and
coaching
for
their
success.
He
can
be
reached
directly
by
email
at [email protected].
Or
you
can
easily
find
him
on
his
website
at www.fretzin.com or
LinkedIn
at https://www.linkedin.com/in/stevefretzin.