BE THAT LAWYER

Steve Fretzin
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  • MARKETING
  • UPDATED TWICE WEEKLY

BE THAT LAWYER is for attorneys who want more freedom, enjoyment and most importantly, control in their career. Topics will include business development, marketing, branding, technology, and law firm growth. The goal is to educate, entertain and share best practices related to these topics, so that you, the listener can get real value. This is primarily an interview show with great guests (attorneys and legal marketing professionals), sharing stories and analogies, as well as engaging in personal discussions that will keep you entertained and coming back week after week.

  1. Reid Zeising: Scaling By Letting Go And Leaning Into Leverage

    1 DAY AGO

    Reid Zeising: Scaling By Letting Go And Leaning Into Leverage

    In this episode, Steve Fretzin and Reid Zeising discuss: Letting experts elevate your business Streamlining operations to unlock scale Embracing AI as a force multiplier Releasing control and focusing on what matters most   Key Takeaways: You don’t need to master every discipline to build something great. Real growth comes from casting vision, staying close to the customer, and surrounding yourself with people who are truly exceptional in their craft. Efficiency is built through intentional systems like consolidating updates, centralizing records, leveraging provider networks, and simplifying lien resolution. These practical shifts remove bottlenecks and free up significant time for your team. AI is not a replacement for lawyers but a tool that removes redundancy and enhances decision-making. Those who integrate it into their workflows gain speed, insight, and a clear advantage over those who resist it. The biggest barrier to scaling is often the inability to let go. Defining your highest-value roles and delegating the rest allows you to operate where you are most impactful while others execute at a higher level.   "AI is not going to replace humans. AI is just replacing humans unwilling to utilize AI." —  Reid Zeising   Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.   Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/   Big news for ambitious attorneys: on April 15, we’re launching a new resource to help you be confident, organized, and a skilled Rainmaker. This is the tool I use to help my clients grow every year—don’t miss it, you’ll want to check it out as soon as it’s live.   Thank you to our Sponsor! Rankings.io: https://rankings.io/ Lawyer.com: https://www.lawyer.com/   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 Reid Zeising: Reid Zeising is the Founder and CEO of Gain Servicing, where he helps plaintiff personal injury law firms improve efficiency and outcomes through streamlined revenue cycle management and operational strategy. With a background in finance and investment banking, he brings a data-driven perspective to scaling businesses, specializing in areas such as lien resolution, medical record consolidation, and workflow optimization. Reid is known for his emphasis on delegation, hiring top-tier talent, and focusing leadership on high-value activities like strategy and client relationships. He is also an advocate for the practical use of AI in legal operations, viewing it as a tool to eliminate bottlenecks while preserving the essential role of human judgment and trust in legal representation.   Connect with Reid Zeising:  Website: https://gainservicing.com/   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   Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    32 min
  2. Danny Decker: Making The Client The Hero Of Your Marketing

    4 DAYS AGO

    Danny Decker: Making The Client The Hero Of Your Marketing

    In this episode, Steve Fretzin and Danny Decker discuss: Putting the client at the center Building your brand around real client needs Turning client questions into content Taking action and refining along the way   Key Takeaways: Strong legal marketing shifts the spotlight away from the lawyer and toward the client’s problems, emotions, and desired outcomes. Messaging that builds trust acknowledges what clients are going through and offers a clear, supportive path forward. Credentials and accolades matter less than demonstrating empathy and relevance. The most effective personal brands show clients that you understand their situation and can guide them from uncertainty to resolution. The questions asked in consultations are the same ones potential clients are searching online and through AI. Transforming these into blogs, videos, and posts builds visibility, authority, and trust over time. Progress in marketing comes from execution, not perfection. Moving quickly, learning from mistakes, and adjusting direction creates far more momentum than waiting for the perfect strategy.   "Your customers should be the hero of your marketing." —  Danny Decker   Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.   Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/   Thank you to our Sponsor! Rankings.io: https://rankings.io/ Lawyer.com: https://www.lawyer.com/   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 Danny Decker: Danny Decker is Partner & Cofounder of Spotlight Marketing & Branding. In addition to building his team, he frequently speaks at events and workshops and hosts multiple podcasts on business and marketing. His books, The Automatic Marketing Machine and Marketing Simplified, are available on Amazon. Danny lives in Huntersville, North Carolina, with his wife & their two kids.   Connect with Danny Decker:   Website: https://spotlightbranding.com/ LinkedIn: https://www.linkedin.com/in/danieljdecker/   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   Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    33 min
  3. Brian LaCien: Growing Your Practice Through Relationships

    2 APR

    Brian LaCien: Growing Your Practice Through Relationships

    In this episode, Steve Fretzin and Brian LaCien discuss: Building systems that create consistency Growing your practice through relationships Learning through mentorship and mistakes Knowing when to push and when to stop   Key Takeaways: Every case is different, but your process should not be. Strong systems like checklists and workflows help you stay organized and reliable, especially in long and complex litigation. The best cases come from trust, not volume marketing. Building genuine relationships and staying visible in the legal community drives consistent referrals and long-term growth. Becoming a great trial lawyer requires experience, guidance, and room to fail. The right mentors and real courtroom reps shape your skill far more than theory alone. One extra question can hurt your case. Great lawyers understand timing, knowing when they’ve made their point and having the discipline to stop.   "Every case is different, but how you approach it should be really similar, so that you may not remember doing something six months ago, but you know you did it because that's the way you do things." —  Brian LaCien   Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.   Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/   Thank you to our Sponsor! Rankings.io: https://rankings.io/ Lawyer.com: https://www.lawyer.com/   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 Brian LaCien: Brian LaCien is a trial lawyer and co-founder of Smith LaCien LLP, where he represents individuals in complex personal injury and wrongful death cases. With nearly two decades of experience, he has built a reputation for handling high-stakes litigation with a disciplined, detail-oriented approach rooted in strong case strategy and preparation. Before co-founding his firm, Brian spent 17 years at a leading plaintiff trial firm, where he developed his skills under experienced litigators and gained extensive courtroom and deposition experience. He is committed to the civil justice system as a way to hold powerful institutions accountable and advocates for his clients with both precision and persistence.   Connect with Brian LaCien:   Website: https://www.smithlacien.com/   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   Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    32 min
  4. Megan Hargroder: Building Trust That Converts

    30 MAR

    Megan Hargroder: Building Trust That Converts

    In this episode, Steve Fretzin and Megan Hargroder discuss: Building trust over chasing tactics Positioning with clarity and specificity Showing authenticity to attract the right clients Using story and proof to strengthen credibility   Key Takeaways: Modern marketing is shifting away from quick SEO tricks toward real human engagement. When people genuinely connect with your content and stay on your site, it signals trust. That trust is what drives visibility and long-term growth. Trying to speak to everyone weakens your authority. Focusing on a clear niche helps people understand what you do and see you as the go-to expert. Repeating one core message consistently builds recognition and trust. Relatable language, personality, and even humor make you memorable. The goal is not to impress peers but to connect with people. When you show who you really are, you naturally draw in the right clients and filter out the wrong ones. Your bio and reviews are powerful trust builders when done right. Sharing why you do what you do and highlighting specific results helps people see themselves in your story. Detailed proof builds confidence far more than generic praise.   "You want to be turning the right people on, and you want to be turning the wrong people off at all times." —  Megan Hargroder   Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.   Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/   Thank you to our Sponsor! Rankings.io: https://rankings.io/ Lawyer.com: https://www.lawyer.com/   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 Megan Hargroder: Megan Hargroder is a legal marketing strategist and entrepreneur known for helping law firms grow through authentic, relationship-driven marketing. As the founder of Legends Legal Marketing, she specializes in building systems that connect attorneys with referral partners and drive consistent business development. With a background in both marketing and operations, Megan brings a practical, results-focused approach to scaling professional services. She is passionate about mentorship, community building, and helping lawyers create sustainable growth by aligning strategy, systems, and personal strengths.   Connect with Megan Hargroder:  Website:  https://heyitsmegan.com/ , https://legendslegalmarketing.com/ LinkedIn: https://www.linkedin.com/in/heyitsmegan/   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   Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    30 min
  5. Armando Leduc: Podcasting as a Growth Engine for Lawyers

    26 MAR

    Armando Leduc: Podcasting as a Growth Engine for Lawyers

    In this episode, Steve Fretzin and Armando Leduc discuss: Building authority through podcasting Overcoming mindset barriers Leveraging content strategically Maintaining consistency for compounding impact   Key Takeaways: Hosting a weekly podcast allows lawyers to create a systematic referral network, strengthen relationships with industry partners, and position themselves as trusted authorities over time. Addressing fear, self-doubt, and perceived market saturation helps attorneys gain confidence on camera and embrace personal branding as a growth tool. Repurposing podcast recordings into articles, social posts, and even books multiplies visibility and ensures each interview provides long-term business development value. Persistently producing niche-focused content over months and years compounds authority, relationships, and opportunities, turning podcasting into a long-term growth engine.   "If you're an estate planning attorney, start a podcast... but number two, bring in financial advisors and family lawyers and wealth advisors and CPAs and people that are in the space that can refer you business." —  Armando Leduc    Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.   Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/   Thank you to our Sponsor! Rankings.io: https://rankings.io/ Lawyer.com: https://www.lawyer.com/   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 Armando Leduc: Armando Leduc is the CEO of Leduc Entertainment, a social media management company. Armando is a multifaceted and driven artist who has carved a niche for himself in the entertainment sector through determination, hard work, and an innate gift for storytelling. With a growing list of achievements and a steadfast commitment to his craft, Armando continually strives for excellence, leaving audiences eagerly anticipating his next creative endeavor.   Connect with Armando Leduc:   Website: https://www.leducentertainment.com/ Facebook: https://www.facebook.com/leducentertainment Twitter: https://twitter.com/armandoleduc Instagram: https://www.instagram.com/leducentertainment/ YouTube: https://www.youtube.com/channel/UCQ0BozS4ZM-1TqOcwSl2l0Q LinkedIn: https://www.linkedin.com/in/armando-leduc-16ba4940   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   Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    29 min
  6. Brian Hansen: Strategy, Niches, and Results for Law Firms

    23 MAR

    Brian Hansen: Strategy, Niches, and Results for Law Firms

    In this episode, Steve Fretzin and Brian Hansen discuss: Planning before marketing Specializing in impact Prioritizing practical channels Using AI and content wisely   Key Takeaways: Lawyers should focus on strategy, clear goals, and growth plans before jumping into ads or SEO. Thinking like a business owner prevents reactive, scattered efforts. Narrowing focus to niches ensures higher-quality results and avoids mediocrity. Saying no to misaligned work preserves reputation and effectiveness. Local Service Ads, SEO fundamentals, Maps visibility, and strong reviews drive results. Smaller firms may rely more on networking, referrals, and credibility than on heavy SEO spend. AI accelerates work, but expertise remains critical. Authentic, experience-based content on platforms clients actually use delivers lasting value.   "We only want to do what we're really good at… don’t do anything that you're going to do with a C plus or a B minus." —  Brian Hansen   Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.   Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/   Thank you to our Sponsor! Rankings.io: https://rankings.io/ Lawyer.com: https://www.lawyer.com/   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 Brian Hansen: Brian Hansen is the founder and CEO of Rocket Pilots, a San Diego-based digital marketing agency specializing in helping law firms grow through targeted SEO, Local Service Ads, and paid media strategies. Since launching the agency in 2016, Brian has focused on delivering measurable results, ethical practices, and client-centered strategies that prioritize real business outcomes over vanity metrics. With expertise in niche marketing, strategy-driven campaigns, and consultative client relationships, he helps law firms navigate competitive markets and achieve sustainable growth while sharing insights on legal marketing and technology trends with the professional community.   Connect with Brian Hansen:   Website: https://rocketpilots.com/ LinkedIn: https://www.linkedin.com/in/brianghansen/   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   Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    33 min
  7. Owili Eison: Owning Your Career in the Modern Legal Market

    19 MAR

    Owili Eison: Owning Your Career in the Modern Legal Market

    In this episode, Steve Fretzin and Owili Eison discuss: Thinking like an intrapreneur, not just an employee Balancing legal skill with business development Networking intentionally to build referral pipelines Using technology and AI to stay competitive   Key Takeaways: Lawyers who rely entirely on their firm for work risk having little control over their future. Building a personal brand, developing referral relationships, and generating your own clients creates long-term career security and flexibility. A successful legal career has two sides: practicing the law and building the firm. Lawyers who focus only on technical legal work often miss the larger opportunity, since referral relationships and originations frequently generate the greatest long-term value. Effective networking is targeted, not random. By focusing on lawyers in complementary practice areas and building genuine, reciprocal relationships, attorneys can create steady referral partnerships that grow over time. Modern legal practice increasingly relies on tools that improve efficiency and insight. Lawyers who adopt technologies like AI for document review, intake summaries, and research can work faster, scale their impact, and stay ahead in a rapidly changing profession.   "There’s two aspects to our business and the law operation. There’s the law and the firm… You need to focus on both and have a holistic approach to the business and practice of law, otherwise I think you’re going to find yourself in a tough position.” —  Owili Eison   Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.   Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/   Thank you to our Sponsor! Rankings.io: https://rankings.io/ Lawyer.com: https://www.lawyer.com/   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 Owili Eison: Owili K. Eison is a Los Angeles-based personal injury attorney and Partner at BD&J, where he focuses on catastrophic injury litigation. He also supervises a team of 20 associates and staff, helping train the next generation of trial lawyers to advocate for those harmed by negligence. A graduate of the University of Southern California and Loyola Law School, Los Angeles, Owili participated in Loyola’s Trial Advocacy Program and later completed both the CAALA Plaintiff’s Trial Academy and the Jack Daniels ABOTA Trial Academy. Owili was inspired to pursue personal injury law after suffering serious injuries when he was struck by a negligent driver in a crosswalk. Since then, he has handled thousands of cases involving automobile accidents, wrongful death, premises liability, and medical malpractice. In just over nine years at BD&J, he has recovered more than $500 million for his clients and built a reputation as a tenacious yet pragmatic advocate.   Connect with Owili Eison:   Website: https://www.bdj.com/ LinkedIn: https://www.linkedin.com/in/owilieison   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   Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    31 min
  8. Colleen Young: Turning Marketing Into Real Clients

    16 MAR

    Colleen Young: Turning Marketing Into Real Clients

    In this episode, Steve Fretzin and Colleen Young discuss: Building trust through consistent visibility Growing through relationships, referrals, and the right fit Aligning marketing and intake to convert the right clients Using time and resources more strategically   Key Takeaways: Consistent marketing builds recognition and credibility over time. Because legal services are intangible and high-stakes, potential clients rely less on impulse and more on trust, familiarity, and a sense that the lawyer understands their needs. Many successful firms grow through community presence and strong referral networks rather than pure advertising. The most sustainable practices are built around clients, partners, and team members who are the right cultural and professional fit. Marketing should nurture and educate prospects before they ever contact the firm. Intake then acts as a strategic filter, qualifying leads and converting the right, profitable matters rather than simply accepting every potential case. Lawyers should focus on legal expertise and relationship-building rather than trying to execute every marketing task themselves. Delegating content production, intake, and administrative work allows firms to maintain consistent marketing while using time and budget more effectively.   "Marketing should be teeing up, not cold leads, but nurtured leads for the sales team." —  Colleen Young   Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.   Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/   Thank you to our Sponsor! Rankings.io: https://rankings.io/ Lawyer.com: https://www.lawyer.com/   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 Colleen Young: Colleen Young is the Chief Marketing Officer at Get Staffed Up, where she helps law firms grow through smarter marketing, stronger intake systems, and strategic delegation. With more than 25 years of experience across professional services and B2B industries, she specializes in helping attorneys turn marketing into real client relationships by focusing on trust, community presence, and well-nurtured leads. At Get Staffed Up, Colleen also advocates for using virtual assistants and remote teams so lawyers can spend less time on administrative work and more time practicing law and building meaningful client connections.   Connect with Colleen Young:   Website: https://getstaffedup.com/ LinkedIn: https://www.linkedin.com/in/colleen-young-marketing/   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   Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

    33 min
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About

BE THAT LAWYER is for attorneys who want more freedom, enjoyment and most importantly, control in their career. Topics will include business development, marketing, branding, technology, and law firm growth. The goal is to educate, entertain and share best practices related to these topics, so that you, the listener can get real value. This is primarily an interview show with great guests (attorneys and legal marketing professionals), sharing stories and analogies, as well as engaging in personal discussions that will keep you entertained and coming back week after week.

Information

  • Creator
    Steve Fretzin
  • Years Active
    2020 - 2026
  • Episodes
    594
  • Rating
    Explicit
  • Copyright
    © 2020 Steve Fretzin
  • Show Website
    BE THAT LAWYER

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