In my 22 years as an entrepreneur, I’ve completed nearly every part attainable to generate enterprise. I’ve run networking teams, spoken at numerous retreats and conferences, and leveraged shoppers for introductions to potential shoppers. On the advertising and marketing aspect, I’ve invested in search engine optimisation, 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 aim right here is to not persuade each lawyer to begin a podcast. It’s to clarify why this is likely to be a much more strategic progress software than most attorneys notice. With greater than 550 episodes in lower than six years, and after serving to greater than a dozen legal professionals construct profitable exhibits 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 type of affiliation doesn’t occur once you keep invisible.
Assembly the suitable individuals
Getting conferences with high-value referral sources and true choice makers is a problem for a lot of legal professionals. It feels awkward to method them and even worse to pitch them. Podcasting removes that stress 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 terrific 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 seem because the five hundredth visitor was too compelling to disregard. The interview was excellent, we constructed an actual connection, and he later agreed to seem in my newest e-book on rainmaking. That total chain of occasions began with a single podcast invitation.
Producing content material that by no means dries up
Legal professionals usually wrestle with content material creation. Some stare at LinkedIn questioning what to put up and find yourself posting nothing in any respect. A podcast solves that immediately.
Each episode produces audio, lengthy type video, brief type reels, and a full transcript. I publish two episodes every week and each fuels weeks of further advertising and marketing. The transcripts turn into Blogcasts. The reels turn into social media belongings. The lengthy type movies go to YouTube and different platforms. It’s a full content material engine.
My most up-to-date bestselling e-book, BE THAT LAWYER: 101 High Rainmakers Secrets and techniques to Rising a Profitable Regulation Observe, was created from podcast transcripts. 100 rainmakers. 100 contributors serving to promote the e-book. That’s the multiplier impact a powerful podcast offers.
Constructing a model that brings shoppers to you
I usually share the story of my airplane crash in 1996 and the way my father related me with Bob Clifford, the aviation lawyer he trusted most. That referral clearly explains the facility of branding and the way enterprise might be generated proactively, with much less competitors and energy.
Podcasting works the identical approach. With out query, extra new shoppers come to me by my podcast than by every other advertising and marketing initiative. Legal professionals hearken to the present, perceive my method, and belief me lengthy earlier than we ever communicate. By the point they attain out, they’re already assured that I’m the suitable 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 identical degree. Audio builds a deeper relationship.
The one warning legal professionals want to listen to
Podcasting solely works in the event you do it constantly. Month-to-month or weekly. No exceptions. You additionally want manufacturing and advertising and marketing help, 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 take advantage of automations and manufacturing groups so that each one I must do is present up for the interview. All the pieces else is dealt with.
The underside line
Podcasting is likely one of the strongest and ignored advertising and marketing instruments accessible to legal professionals in the present day. It helps you meet the suitable individuals, produce nonstop content material, and construct a model that shoppers belief.
If you need steerage on learn how to get began or want introductions to respected podcast manufacturing groups, e-mail me at [email protected] and I’ll join you with sources that help legal professionals at each degree.
Steve Fretzin is a bestselling writer, host of the “Be That Lawyer” podcast, and enterprise growth coach solely for attorneys. Steve has dedicated his profession to serving to legal professionals study key progress abilities not at present taught in regulation faculty. His shoppers quickly turn into high rainmakers and credit score Steve’s program and training for his or her success. He might be reached instantly by e-mail at [email protected]. Or you may simply discover him on his web site at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin.
