In my 22 years as an entrepreneur, I’ve completed nearly every thing attainable to generate enterprise. I’ve run networking teams, spoken at numerous retreats and conferences, and leveraged purchasers for introductions to potential purchasers. On the advertising and marketing aspect, I’ve invested in website positioning, PPC, written a whole lot of articles, revealed 5 books, and created greater than 1,000 movies. With all of that have, nothing, and I imply nothing, has in comparison with the facility of my BE THAT LAWYER podcast.
My purpose right here is to not persuade each lawyer to start out a podcast. It’s to clarify why this could be a much more strategic development device than most attorneys understand. With greater than 550 episodes in lower than six years, and after serving to greater than a dozen attorneys construct profitable reveals of their very own, I can say with out hesitation that podcasting creates worth in ways in which conventional advertising and marketing by no means will.
A transparent instance is the attain it creates. My podcast movies now seem on Above the Regulation, giving me a broader and extra credible viewers than ever earlier than. Once you construct a powerful and constant podcast, revered platforms need to align along with your content material. That form of affiliation doesn’t occur whenever you keep invisible.
Assembly the fitting folks
Getting conferences with high-value referral sources and true choice makers is a problem for a lot of attorneys. It feels awkward to strategy them and even worse to pitch them. Podcasting removes that rigidity utterly. As a substitute of asking for enterprise, you invite them right into a helpful dialog. You give them visibility. You make it about them, not you. That builds belief from the primary change.
A fantastic instance is my five hundredth episode with John Morgan of Morgan and Morgan. If I had reached out to pitch teaching, nothing would have occurred. However the invitation to look because the five hundredth visitor was too compelling to disregard. The interview was excellent, we constructed an actual connection, and he later agreed to look in my newest guide on rainmaking. That complete chain of occasions began with a single podcast invitation.
Producing content material that by no means dries up
Legal professionals usually battle with content material creation. Some stare at LinkedIn questioning what to submit and find yourself posting nothing in any respect. A podcast solves that immediately.
Each episode produces audio, lengthy kind video, quick kind reels, and a full transcript. I publish two episodes per week and every one fuels weeks of extra advertising and marketing. The transcripts change into Blogcasts. The reels change into social media belongings. The lengthy kind movies go to YouTube and different platforms. It’s a full content material engine.
My most up-to-date bestselling guide, BE THAT LAWYER: 101 Prime Rainmakers Secrets and techniques to Rising a Profitable Regulation Apply, was created from podcast transcripts. 100 rainmakers. 100 contributors serving to promote the guide. That’s the multiplier impact a powerful podcast gives.
Constructing a model that brings purchasers to you
I usually share the story of my airplane crash in 1996 and the way my father linked me with Bob Clifford, the aviation lawyer he trusted most. That referral clearly explains the facility of branding and the way enterprise will be generated proactively, with much less competitors and energy.
Podcasting works the identical means. With out query, extra new purchasers come to me by means of my podcast than by means of every other advertising and marketing initiative. Legal professionals take heed to the present, perceive my strategy, and belief me lengthy earlier than we ever communicate. By the point they attain out, they’re already assured that I’m the fitting coach for them.
That’s the actual energy of a podcast. Listeners really feel like they know you. They join along with your voice, your insights, and your consistency. Articles and movies can do a few of that, however not on the similar degree. Audio builds a deeper relationship.
The one warning attorneys want to listen to
Podcasting solely works when you do it persistently. Month-to-month or weekly. No exceptions. You additionally want manufacturing and advertising and marketing assist, so the method doesn’t eat your time. You’re a lawyer, not a full-time media producer.
The excellent news is that there are reasonably priced options. I exploit automations and manufacturing groups so that each one I must do is present up for the interview. All the things else is dealt with.
The underside line
Podcasting is likely one of the strongest and neglected advertising and marketing instruments obtainable to attorneys as we speak. It helps you meet the fitting folks, produce nonstop content material, and construct a model that purchasers belief.
In order for you steering on find out how to get began or want introductions to respected podcast manufacturing groups, e mail me at [email protected] and I’ll join you with assets that assist attorneys at each degree.
Steve Fretzin is a bestselling creator, host of the “Be That Lawyer” podcast, and enterprise growth coach completely for attorneys. Steve has dedicated his profession to serving to attorneys be taught key development abilities not at the moment taught in legislation faculty. His purchasers quickly change into high rainmakers and credit score Steve’s program and training for his or her success. He will be reached straight by e mail at [email protected]. Or you possibly can simply discover him on his web site at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin.
