BE THAT LAWYER

Colleen Breems: Why Niching Down Creates More Opportunity

In this episode, Steve Fretzin and Colleen Breems discuss: * Letting a niche form over time * Earning trust through depth and preparation * Using competence as the foundation of marketing * Positioning intentionally with the right relationships   Key Takeaways: * Niching down is a gradual process shaped by consistency, passion, and earned trust. Being focused does not require rejecting all other work, only clarifying what you are known for. A clear niche strengthens credibility and often opens doors to adjacent opportunities. * Strong niches are built by mastering statutes, procedures, and expectations within a specific role. Every case should be treated as reputation-defining, regardless of size or visibility. Reliability, preparedness, and professionalism compound into long-term trust. * Visibility is effective only when it reflects genuine skill and consistent performance. Writing, speaking, and sharing expertise help decision makers remember you for a specific strength. Marketing should amplify substance, not replace it. * Focused networking outperforms broad, unfocused relationship building. Clear positioning makes it easier for others to understand, remember, and refer to you. Niching is strongest when aligned with real demand and access to decision makers.   "Don’t wait until you’re ready… Letting fear or doubt stop you from going after a niche is really the biggest roadblock." —  Colleen Breems   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 [https://www.pimcon.org/]/   Thank you to our Sponsor! Rankings.io: https://rankings.io/ [https://rankings.io/] Lawyer.com: https://www.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/ [https://fretzin.com/]   About Colleen Breems: Colleen M. Breems is a partner practicing exclusively in matrimonial and family law. She represents clients in divorce, parentage, post-decree matters, prenuptial and postnuptial agreements, and related family law issues, with a focus on practical, client-centered solutions. In addition to representing adults, Colleen is frequently appointed by Cook County judges to serve as a Child’s Representative or Guardian ad Litem, advocating for the best interests of children in family law cases. She is also a trained mediator and parent coordinator. Colleen is deeply committed to public service, dedicating significant time to pro bono work through Chicago Volunteer Legal Services and serving as Co-Vice President of the Advocacy Council for the Junior League of Chicago.   Connect with Colleen Breems:   Website: https://beermannlaw.com/ [https://beermannlaw.com/] LinkedIn: https://www.linkedin.com/in/colleen-breems-a8a4631b/ [https://www.linkedin.com/in/colleen-breems-a8a4631b/]   Connect with Steve Fretzin: LinkedIn: Steve Fretzin [https://www.linkedin.com/in/stevefretzin/] Twitter: @stevefretzin [https://twitter.com/stevefretzin] Instagram: @fretzinsteve [https://www.instagram.com/fretzinsteve/] Facebook: Fretzin, Inc. [https://www.facebook.com/fretzinsteve] Website: Fretzin.com [https://fretzin.com/] Email: Steve@Fretzin.com [Steve@Fretzin.com] Book: Legal Business Development Isn't Rocket Science [https://www.fretzin.com/about/books/] and more! [https://fretzin.com/about/books/] YouTube: Steve Fretzin [https://www.youtube.com/user/SalesResultsInc] Call Steve directly at 847-602-6911   Audio production by Turnkey Podcast Productions. [https://www.turnkeypodcast.com/] You're the expert. Your podcast will prove it.

Tom Conner: Reputation Is the Business

In this episode, Steve Fretzin and Tom Conner discuss: * Treating note-taking as professional insurance * Using discomfort to set daily priorities * Choosing relationships as the foundation of business development * Letting character determine long-term success   Key Takeaways: * Relying on memory is a gamble, especially when ideas, tasks, and details arrive constantly. Writing everything down ensures nothing important slips through the cracks. The tool matters less than the habit of capturing thoughts before they disappear. * Starting with the task you least want to do lowers anxiety for the rest of the day. Avoidance only prolongs stress, whether with paperwork or difficult phone calls. Momentum is built by confronting discomfort early, not managing it away. * Referrals grow out of trust earned through service, generosity, and long-term presence. Bar involvement and community leadership create credibility that no marketing tactic can replace. Strong reputations are built quietly and often pay dividends years later. * Integrity functions as a filter for clients, colleagues, and career decisions. Fairness and honesty build trust even with opponents and judges. The same clarity guides how to retire, whom to trust, and how to leave a legacy.   "Your reputation is everything, and it's hard to build, and it's easy to destroy." — Tom Conner   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 [https://www.pimcon.org/]/   Thank you to our Sponsor! Rankings.io: https://rankings.io/ [https://rankings.io/] Lawyer.com: https://www.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/ [https://fretzin.com/]   About Tom Conner: Tom Conner is a fourth-generation Texan and veteran trial lawyer whose life and career span more than four decades of courtroom practice. Raised in a small West Texas farming community, he brought grit and resilience from his early years into a distinguished legal career in Houston, where he handled high-stakes civil and family law cases and earned a reputation for integrity and advocacy. His memoir, From Cotton Fields to Courtrooms, blends personal history with reflections on major trials, life lessons, and the discipline that shaped his path from rural beginnings to respected attorney and storyteller.   Connect with Tom Conner:   Website: https://tomconnerbooks.com/ [https://tomconnerbooks.com/] , https://www.lawcl.com/lawyers/thomas-r-conner/ [https://www.lawcl.com/lawyers/thomas-r-conner/]   Connect with Steve Fretzin: LinkedIn: Steve Fretzin [https://www.linkedin.com/in/stevefretzin/] Twitter: @stevefretzin [https://twitter.com/stevefretzin] Instagram: @fretzinsteve [https://www.instagram.com/fretzinsteve/] Facebook: Fretzin, Inc. [https://web.facebook.com/fretzinsteve] Website: Fretzin.com [https://fretzin.com/] Email: Steve@Fretzin.com [Steve@Fretzin.com] Book: Legal Business Development Isn't Rocket Science [https://www.fretzin.com/about/books/] and more! [https://fretzin.com/about/books/] YouTube: Steve Fretzin [https://www.youtube.com/user/SalesResultsInc] Call Steve directly at 847-602-6911   Audio production by Turnkey Podcast Productions. [https://www.turnkeypodcast.com/] You're the expert. Your podcast will prove it.

Jennifer Gillman: How to Become a Happy Rainmaker Early

In this episode, Steve Fretzin and Jennifer Gillman discuss: * Building rainmaking as a sustainable, early-career practice * Shifting mindset to overcome fear and unlock visibility * Using small, consistent actions to compound business development * Gaining autonomy by moving from service partner to rainmaker   Key Takeaways: * Becoming a happy rainmaker is not a late-career scramble but a long game that should begin as early as law school or the first years of practice. By consistently maintaining relationships with classmates and peers, lawyers build familiarity and trust over time. This approach replaces transactional job-seeking with organic, referral-based growth. * A core barrier to business development is the fear of judgment, captured by the reminder that what other people think of you is none of your business. This mindset shift frees lawyers to show up on LinkedIn, speak publicly, and introduce themselves without self-consciousness. Confidence grows through action rather than perfection. * Rainmaking does not require massive time blocks but thrives on small, intentional habits repeated consistently. Even 15 to 20 minutes a week spent nurturing relationships or learning LinkedIn and AI tools can create long-term leverage. Like compound interest, steady effort builds momentum and results. * Rainmakers gain control over clients, schedules, and priorities, while service partners remain dependent on others for work and timing. Building a book of business early reframes BD as an investment in future autonomy rather than an added burden. This shift creates greater flexibility and career control.   "If you can develop one dollar of business, you can develop a million dollars or ten million." —  Jennifer Gillman   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 [https://www.pimcon.org/]/   Thank you to our Sponsor! Rankings.io: https://rankings.io/ [https://rankings.io/] Lawyer.com: https://www.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/ [https://fretzin.com/]   About Jennifer Gillman: Jennifer Gillman is President and Founder of Gillman Strategic Group, a legal recruiting firm that helps law firm partners find the right fit so they can thrive and enjoy practicing law. A former lawyer herself, Jennifer spent 12 years in practice before becoming a recruiter, and she is known for her candidate-focused, confidential, and thoughtful approach to career matchmaking. She earned her J.D. from New York University School of Law and her undergraduate degree from Brandeis University.   Connect with Jennifer Gillman:   Website: https://gillmanstrategicgroup.com/ [https://gillmanstrategicgroup.com/] LinkedIn: https://www.linkedin.com/in/jennifer-gillman-law-firm-matchmaker/ [https://www.linkedin.com/in/jennifer-gillman-law-firm-matchmaker/]   Connect with Steve Fretzin: LinkedIn: Steve Fretzin [https://www.linkedin.com/in/stevefretzin/] Twitter: @stevefretzin [https://twitter.com/stevefretzin] Instagram: @fretzinsteve [https://www.instagram.com/fretzinsteve/] Facebook: Fretzin, Inc. [https://web.facebook.com/fretzinsteve] Website: Fretzin.com [https://fretzin.com/] Email: Steve@Fretzin.com [Steve@Fretzin.com] Book: Legal Business Development Isn't Rocket Science [https://www.fretzin.com/about/books/] and more! [https://fretzin.com/about/books/] YouTube: Steve Fretzin [https://www.youtube.com/user/SalesResultsInc] Call Steve directly at 847-602-6911   Audio production by Turnkey Podcast Productions. [https://www.turnkeypodcast.com/] You're the expert. Your podcast will prove it.

Noel Bagwell: Designing Profitable Law Firms That Last

In this episode, Steve Fretzin and Noel Bagwell discuss: * Prioritize profit over revenue * Cultivating virtue and adaptability in leadership * Rethinking traditional metrics * Building resilience through self-awareness   Key Takeaways: * Sustainable law firms focus on true profitability, not just top-line revenue, ensuring resources for reinvestment and owner compensation. * Effective leaders build moral character, listen deeply, transform failure into feedback, and create psychologically safe environments while holding teams accountable. * Billable hours are outdated; value-based, flat-fee, or subscription models paired with results-oriented KPIs align incentives with client outcomes and firm sustainability. * Perseverance, reflection, and deliberate self-leadership are essential for navigating personal and professional challenges and for leading others effectively.   "Profit is what happens when you get everything else right." —  Noel Bagwell   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 [https://www.pimcon.org/]/   Thank you to our Sponsor! Rankings.io: https://rankings.io/ [https://rankings.io/] Lawyer.com: https://www.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/ [https://fretzin.com/]   About Noel Bagwell: Noel Bagwell is the founder of Counsel & Clarity™, where he helps leaders and organizations build resilient leadership, profitable legal relationships, and effective legal operations. His work focuses on supporting startups, growth-stage companies, and executives navigating complexity, change, and high-stakes decision-making. Through Leadership Resilience Coaching, Noel works with leaders recovering from personal or professional setbacks, helping them rebuild capacity, strengthen self-leadership, and lead with clarity under pressure. His coaching emphasizes resilience, reflection, and sustainable performance rather than short-term fixes. Noel also provides Legal Coaching and Services, guiding clients through complex legal challenges with a practical, business-aligned approach. He helps organizations better understand the legal landscape, make informed decisions, and create legal strategies that support long-term goals rather than reactive problem-solving. In his Legal Operations Coaching, Noel partners with legal teams to optimize processes, streamline workflows, and improve how legal functions deliver value. By aligning operations with business priorities, he enables legal departments to become more efficient, effective, and strategically integrated.   Connect with Noel Bagwell:   Website: https://counselandclarity.com/home-page [https://counselandclarity.com/home-page] LinkedIn: https://www.linkedin.com/in/nbagwell3/ [https://www.linkedin.com/in/nbagwell3/]   Connect with Steve Fretzin: LinkedIn: Steve Fretzin [https://www.linkedin.com/in/stevefretzin/] Twitter: @stevefretzin [https://twitter.com/stevefretzin] Instagram: @fretzinsteve [https://www.instagram.com/fretzinsteve/] Facebook: Fretzin, Inc. [https://web.facebook.com/fretzinsteve] Website: Fretzin.com [https://fretzin.com/] Email: Steve@Fretzin.com [Steve@Fretzin.com] Book: Legal Business Development Isn't Rocket Science [https://www.fretzin.com/about/books/] and more! [https://fretzin.com/about/books/] YouTube: Steve Fretzin [https://www.youtube.com/user/SalesResultsInc] Call Steve directly at 847-602-6911   Audio production by Turnkey Podcast Productions. [https://www.turnkeypodcast.com/] You're the expert. Your podcast will prove it.

Robert Armstrong & Sandy Fisch: Why Most Law Firms Never Scale

In this episode, Steve Fretzin, Robert Armstrong, and Sandy Fisch discuss: * Legal expertise without systems limits growth * Focus outperforms expansion without infrastructure * Value-based models outperform time-based billing in an AI-driven future * Future-proof firms are systemized, collaborative, and diversified   Key Takeaways: * Most firms are built by technicians who understand legal work but not business operations. Sustainable firms require deliberate work on systems, strategy, and management. * Deep specialization strengthens results, clarity, and scale. Expanding practice areas too early dilutes effectiveness and increases operational drag. * Hourly billing weakens as automation accelerates legal work. Flat-fee pricing combined with strong human relationships aligns better with efficiency and client outcomes. * Recurring revenue, acquisition-ready structures, and trusted peer communities reduce dependence on individuals. Long-term resilience comes from systems, relationships, and adaptive business models.   "There's a difference between working on the business and working in the business." —  Sandy Fisch   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 [https://www.pimcon.org/]/   Thank you to our Sponsor! Rankings.io: https://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/ [https://fretzin.com/]   About Robert Armstrong: Robert Armstrong is President of the American Academy of Estate Planning Attorneys and co-founder of Armstrong, Fisch & Tutoli, a leading San Diego estate planning firm. A U.S. Navy veteran and summa cum laude graduate of UC San Diego, he earned his Juris Doctor from the University of San Diego in 1976. A recognized thought leader in estate planning, Robert has authored several books, including The E-Myth Attorney, and has been quoted in national publications such as the Wall Street Journal. He frequently appears on television as an estate planning expert. Robert lives in Knoxville, Tennessee, with his wife, Jennifer, and enjoys reading, daily workouts, and time outdoors with his family.   About Sandy Fisch: Sanford Fisch is a principal at Armstrong, Fisch & Tutoli, a leading San Diego estate planning firm recognized nationwide for excellence. He co-founded the American Academy of Estate Planning Attorneys to help attorneys and law firms improve their skills and practices. Known for expertise and enthusiasm, Sanford seeks more effective ways to serve clients, support fellow attorneys, and advance the practice of estate planning law across the United States.   Connect with Robert Armstrong & Sandy Fisch:   Website: https://www.aftattorneys.com/ [https://www.aftattorneys.com/]   Connect with Steve Fretzin: LinkedIn: Steve Fretzin [https://www.linkedin.com/in/stevefretzin/] Twitter: @stevefretzin [https://twitter.com/stevefretzin] Instagram: @fretzinsteve [https://www.instagram.com/fretzinsteve/] Facebook: Fretzin, Inc. [https://web.facebook.com/fretzinsteve] Website: Fretzin.com [https://fretzin.com/] Email: Steve@Fretzin.com [Steve@Fretzin.com] Book: Legal Business Development Isn't Rocket Science [https://www.fretzin.com/about/books/] and more! [https://fretzin.com/about/books/] YouTube: Steve Fretzin [https://www.youtube.com/user/SalesResultsInc] Call Steve directly at 847-602-6911   Audio production by Turnkey Podcast Productions. [https://www.turnkeypodcast.com/] You're the expert. Your podcast will prove it.