In this episode, Steve Fretzin and Sue Kirchner discuss:

• The role of personal and firm branding in professional services
• Differentiation strategies in a competitive legal marketplace
• The evolving dynamics between name-based and value-based branding
• Branding’s impact on mergers, acquisitions, and business longevity

Key Takeaways:

• Law firms that remove individual names from their brand and adopt a more strategic, memorable identity are better positioned for scalability, talent acquisition, and potential future sale or merger.
• Before spending on marketing, professional service firms must first define their brand strategy by clarifying their core values, audience, messaging, and differentiators to ensure efforts resonate and generate ROI.
• In a saturated legal market, individual lawyers must actively build personal brands—often rooted in authentic personality traits or interests—to stand out and create emotional connections that drive client decisions.
• During mergers and acquisitions, brand strategy is essential at every stage—from making the firm attractive pre-sale, to managing messaging consistency on day one, to ensuring smooth internal integration post-deal.

"The best you can do is to have your messaging and your actions best reflect what you want them to take away from your brand." — Sue Kirchner

Unlock the secrets of the industry's top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT

Thank you to our Sponsors!

Rankings.io: https://rankings.io/

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 Sue Kirchner: For over 25 years, Sue Kirchner, Founder of Brand Strong Marketing—a brand strategy consulting firm—has helped thriving businesses create Wow! brands, allowing them to scale faster, easier, and more successfully.

Her proven Brand Strong Methodology has enabled organizations to attract the right customers and employees, enter new markets successfully, create an amazing customer experience, and increase sales to consistently take the business to the next level.

She is also the host of The Turbo Branding Show, a podcast and video series designed to help Founders and CEOs of thriving businesses gain the insights and inspiration they need to ignite growth by leveraging their brand.

Connect with Sue Kirchner:

Website: https://brandstrongmarketing.com/

Show: The Turbo Branding Show: https://podcasts.apple.com/us/podcast/the-turbo-branding-show/id1771868942

LinkedIn: https://www.linkedin.com/in/suekirchner/ & https://www.linkedin.com/company/brand-strong-marketing/

Facebook: https://www.facebook.com/BrandStrongMarketing

Instagram: https://www.instagram.com/brandstrongmarketing/

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.

In this episode, Steve Fretzin and Rafi Arbel discuss:

• Persistence is a key element in long-term marketing and outreach
• The impact of in-person networking on professional relationships
• Blending digital tools with personal follow-up strategies
• System-building as a solution for scaling and stabilizing a business

Key Takeaways:

• Attending legal trade shows and following up with structured CRM tools like HubSpot or even a spreadsheet is crucial for relationship-driven client acquisition.
• AI tools like Fathom are effectively used post-Zoom calls to generate meeting summaries, action items, and even tailored follow-up emails.
• A major operational failure—losing a key employee without SOPs—led to the implementation of structured daily team meetings and detailed task documentation using ClickUp and SweetProcess.
• Personalized outreach, such as sending curated articles based on someone's interests or social media activity, is a highly effective way to maintain engagement with referral sources.
  

"The reason the water cuts through the rock is that it is a constant, constantly hitting it with small forces. And that's really what we're doing in marketing." — Rafi Arbel

Unlock the secrets of the industry's top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT

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 Sponsors!

Rankings.io: https://rankings.io/

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 Rafi Arbel: Rafi Arbel is the founder of Market JD, a digital marketing agency for consumer law firms. A former trial attorney, Rafi helps personal injury, criminal defense, family, and immigration lawyers grow their practices through SEO, PPC, and high-converting websites. He’s a recognized voice on legal marketing strategy, referral network building, and law firm growth.

Connect with Rafi Arbel:

Website: https://marketjd.com

Email: rafi@marketjd.com

LinkedIn: https://www.linkedin.com/in/rafiarbel/ & https://www.linkedin.com/company/market-jd-inc-/

Twitter: https://x.com/rarbel

Facebook: https://www.facebook.com/rafi.arbel/

Instagram: https://www.instagram.com/rafi.arbel/

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.

In this episode, Steve Fretzin and Seth Price discuss:

• Challenges of marketing and business development for lawyers and law firms
• Strategic differences between B2B and B2C legal marketing
• Importance of content creation and personal branding in legal marketing
• Lessons from entrepreneurial growth and mistakes in legal and digital ventures

Key Takeaways:

• Lawyers in B2B markets should avoid SEO as a first strategy and instead build relationships through networking, targeted events, or personalized outreach.
• Creating consistent, niche-specific content on LinkedIn is a powerful yet underutilized strategy for establishing authority in legal fields.
• Delegating legal versus business responsibilities within a firm can allow for more focused and scalable growth, as seen in the speaker's dual-leadership model.
• Trying to network with senior lawyers often yields less return than building long-term relationships with peers who grow into referral sources over time.
  

"If you create great content over time... you may not get a ton of interaction, but the people that are interested are going to find it, and you're going to be that guy." — Seth Price

Unlock the secrets of the industry's top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT

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 Sponsors!

Rankings.io: https://rankings.io/

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 Seth Price: Seth Price is a seasoned marketing and branding expert with over two decades of experience in digital marketing. He has consulted for more than 300 companies, including 19 of the Fortune 500, and has helped build four multimillion-dollar companies from the ground up. As VP of Marketing at Placester, he has guided tens of thousands of real estate professionals through social media and content strategies, and he also founded the Real Estate Marketing Academy, which reaches over 75,000 marketers monthly. A recognized thought leader, Seth is a frequent keynote speaker and contributor to outlets like Entrepreneur, Forbes, and REALTOR.com. He is also the author of The Road to Recognition, a go-to guide for building personal brands in the digital age.

Connect with Seth Price:

Website: https://pricebenowitz.com/

Book: The Road to Recognition: https://www.amazon.com/Road-Recognition-Z-Accelerating-Professional/dp/1940858364

LinkedIn: https://www.linkedin.com/in/sethprice

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.