Brett Trembly: Spend to Grow, Not Save to Spend in Your Law Firm

Randi Cohen: Building a Rainmaking Practice Through Authentic Relationships

Discover how an employment lawyer built a seven-figure practice not by “working the room,” but by being radically authentic, hyper-generous, and unforgettable in her relationships. This episode breaks down how to turn clients, competitors, and even adversaries into your most loyal referral sources.   In this episode, Steve Fretzin and Randi Cohen discuss: * Non-traditional path from prosecutor to employment law partner * Forming and growing a boutique firm through partnership * Authentic, curiosity-driven networking (not “working the room”) * Turning clients, competitors, and adversaries into referral sources * Overcoming imposter syndrome and trusting your own skills   Key Takeaways: * Business development becomes much easier when you stop “networking” and instead focus on being genuinely curious about people’s lives, needs, and goals. * Long-term success often comes from leading with generosity—connecting others, sharing referrals, and helping even when there’s nothing immediate in it for you. * The most valuable relationships are built over time through repeated touchpoints, shared experiences, and small acts of follow-up and care. * How you handle billing and money can either cement trust or destroy it; protecting relationships is far more valuable than squeezing every last 0.2 from a time entry. * Confidence is often forged in scary, high-stakes cases—learning to push through imposter syndrome and rely on your preparation and judgment is a pivotal professional shift.   "My entire approach to networking is not to think of it as networking. It's just authenticity." —  Randi Cohen   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.   Join the Be That Lawyer Community [https://fretzin.com/community/?utm_source=chatgpt.com] and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.   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! LEX Reception: https://www.lexreception.com/partners/bethatlawyer [https://www.lexreception.com/partners/bethatlawyer] 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 Randi Cohen: Randi M. Cohen, Esq. is a labor and employment counselor and litigator at Kalmanson Cohen PLLC with nearly 20 years of experience representing individuals and businesses. Focused on practical, personalized problem-solving, she specializes in resolving workplace issues through strategic counseling and negotiation, while maintaining a formidable litigation practice in federal, state, and administrative tribunals across New York, New Jersey, and Pennsylvania when necessary. Widely sought after by small-to-medium businesses and individuals alike, Randi is an active author and member of the American Bar Association and the New York City Bar Association. Recognized as a New York Metro Super Lawyer, she holds a J.D., cum laude, from New York Law School and a B.A. from Muhlenberg College.   Connect with Randi Cohen:  Website: https://kalmansoncohen.com/ [https://kalmansoncohen.com/] LinkedIn: https://www.linkedin.com/in/randimcohen-employmentlawyer/ [https://www.linkedin.com/in/randimcohen-employmentlawyer/]   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.

Brett Trembly: Spend to Grow, Not Save to Spend in Your Law Firm

What’s really holding your law firm back isn’t a lack of leads—it’s how you spend your time and handle the ones you already have. In this episode, you’ll learn how smart hiring, offshore staffing, and a professional intake process can free you from $10-an-hour tasks and unlock real, sustainable growth.   In this episode, Steve Fretzin and Brett Trembly discuss: * Mindset shift from saving to spending for growth * Early-stage law firm struggles and first key hires * Offshore staffing in Latin America and founding Get Staffed Up * Broken intake systems and the client’s first experience with a firm * Delegation, KPIs, and freeing managing partners from billable work   Key Takeaways: * Clinging to a “safe” bank balance before hiring often traps owners in low-value tasks and slows growth dramatically. * Hiring support—especially before you feel fully ready—is usually the only way to stop doing admin work and start focusing on higher-value activities. * Law firms frequently don’t need more marketing; they need to fix intake and conversion so leads actually become clients. * A professional, structured intake process signals competence, builds trust, and can transform the client’s experience from chaotic to “white glove.” * Using KPIs, scorecards, and results-focused metrics is more effective than obsessing over every minute your remote or salaried team members work.   "Doing all the little things yourself prevents you from ever building up your money." — Brett Trembly   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.   Join the Be That Lawyer Community [https://fretzin.com/community/?utm_source=chatgpt.com] and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.   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! LEX Reception: https://www.lexreception.com/partners/bethatlawyer [https://www.lexreception.com/partners/bethatlawyer] 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 Brett Trembly: Brett Trembly, Esq., is the founding partner of Trembly Law Firm in Miami, Florida, where he focuses on business law, franchise law, and commercial litigation under the firm's mission of "Protecting the Economy, One Business at a Time." He earned his Bachelor of Arts in Communication from Eastern New Mexico University in 2005 and his Juris Doctor from the University of Miami School of Law in 2008. In addition to managing his legal practice, Trembly co-founded Get Staffed Up, a virtual staffing company that provides offshore support personnel to law firms across North America, and authored books on business growth including 24 Months to Freedom and The Danger Zones. Active in the South Florida legal community, he has served as President of the Miami Kendall Bar Association and Vice-Chair of the Florida Bar 11th Circuit Grievance Committee, earning recognition as a Florida Super Lawyer and an Inc. 5000 honoree.   Connect with Brett Trembly:  Website: https://tremblylaw.com/ [https://tremblylaw.com/] LinkedIn: https://www.linkedin.com/in/bretttrembly/ [https://www.linkedin.com/in/bretttrembly/]   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.

Elliot Johnson: Addition by Subtraction in Law Firm Marketing

When everyone’s chasing the latest shiny marketing tactic, what does it look like to grow a law firm by doing less but better? In this episode, Elliot Johnson shares how “addition by subtraction,” disciplined strategy, and deep content can transform both your firm’s brand and your client experience.   In this episode, Steve Fretzin and Elliot Johnson discuss: * Addition by subtraction and prioritization in marketing * Career journey into legal marketing and CMO role * Jujitsu as a framework for leadership, patience, and strategy * Personal branding for lawyers vs. firm branding * Content, SEO, AI, and aligning marketing with client experience   Key Takeaways: * Focusing on a small number of high-impact initiatives—and cutting everything else—is often the fastest path to meaningful growth. * Mastery in any discipline, whether jujitsu or marketing, comes from deliberate fundamentals, patience, and long-term commitment rather than quick wins. * Lawyers who intentionally build personal brands online give clients confidence, create future career options, and support their firm’s broader marketing efforts. * Aligning your external marketing promises with a genuinely strong client experience is essential for generating trust, five-star reviews, and referrals. * Strategic, expert-driven content now serves not only human readers but also AI and search engines, making it a crucial long-term investment for any law firm.   "We want them to be able to confidently recommend us." —  Elliot Johnson   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.   Join the Be That Lawyer Community [https://fretzin.com/community/?utm_source=chatgpt.com] and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.   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! LEX Reception: https://www.lexreception.com/partners/bethatlawyer [https://www.lexreception.com/partners/bethatlawyer] 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 Elliot Johnson: Elliot Johnson is the Chief Marketing Officer of Angel Reyes & Associates, one of Texas’s fastest-growing personal injury law firms — and one of the few in the industry to build a truly world-class SEO and paid media operation entirely in-house. Where most firms outsource their digital marketing and hope for the best, Elliot has assembled and developed an elite internal team spanning paid search, SEO, content, local search, digital PR, and lead generation — with a hard focus on attribution, ROI, and performance that can be defended in a boardroom. His operating philosophy is AI-first and data-obsessed, built for a marketing landscape that is changing faster than most teams can keep up with. When he’s not optimizing campaigns or debating LLMs, Elliot is a professor of Brazilian jiu-jitsu and a cinephile with a watchlist that never gets shorter.   Connect with Elliot Johnson:  LinkedIn: https://www.linkedin.com/in/elliotjohnsonks/ [https://www.linkedin.com/in/elliotjohnsonks/]   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.

John Jakovenko: From Cash-Poor to Profitable with Law Firm KPIs and Systems

Discover how small and midsize law firms can stop being “revenue rich but cash poor” by building real systems, leveraging AI, and tracking the right numbers. In this episode, you’ll hear how to plug profit leaks, tame AR, and design a law firm that runs like a business—not a burnout machine.   In this episode, Steve Fretzin and John Jakovenko discuss: * Career path from HR to fractional law firm COO * Why systems are critical for efficient, profitable law firms * Practical AI use cases for billing, timekeeping, and intake * Revenue vs. cash flow, debt, and financial blind spots * Lead capture, AR strategies, and creative pricing/payment models   Key Takeaways: * A law firm can have impressive revenue and still be “cash poor” if systems, expense control, and debt management are ignored. * AI should be treated as a teammate, not a threat—offloading first drafts, admin tasks, time entry, and pre-bill review so attorneys can focus on higher-value work. * Profitability depends heavily on cash velocity: how quickly work is billed and money actually hits the account, not just what’s on paper. * Most firms waste a significant portion of their marketing spend because they lack proper lead capture, follow-up, and accountability metrics. * Creative product mixes (e.g., adding flat-fee or subscription-style services) and structured payment plans can smooth out revenue and reduce financial stress.   "You might be revenue rich but cash poor, and that comes from not having your systems in place, but it's also not knowing your numbers." —  John Jakovenko   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.   Join the Be That Lawyer Community [https://fretzin.com/community/?utm_source=chatgpt.com] and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.   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! LEX Reception: https://www.lexreception.com/partners/bethatlawyer [https://www.lexreception.com/partners/bethatlawyer] 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 John Jakovenko: John is a leading expert on all things business of law. Since 2006, John has devoted his career to law firm management, working with firms of all sizes and in various states. He also teaches the Association of Legal Administrators Business of Law HR courses as well as the HR section of the Legal Management Fundamentals course, helping new administrators navigate their first five years in law firms.   Connect with John Jakovenko:   Website: https://jakovenko.io/ [https://jakovenko.io/] LinkedIn: https://www.linkedin.com/in/jakovenko/ [https://www.linkedin.com/in/jakovenko/]   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.

Jamie Rubin: Why Legal Business Development Is a Marathon, Not a Sprint

Discover how a jazz pianist turned niche entertainment work into a powerhouse advertising, privacy, and tech practice—and why treating business development as a marathon, not a sprint, has allowed him to build a loyal, decades‑long client base. In this episode, you’ll hear practical, battle‑tested strategies for specialization, client relationships, and training the next generation of rainmakers.   In this episode, Steve Fretzin and Jamie Rubin discuss: * Lawyer’s journey as a marathon, not a sprint * Building a niche/specialist practice and moving firms * Impact of legal operations, budgets, and alternative fee arrangements * Personal branding vs. firm branding and the “Info Law Group way” * Training younger lawyers in organized, non-salesy business development   Key Takeaways: * Treating a legal career like a marathon allows room for ebbs and flows in work while staying confident that consistent effort will pay off over time. * Specializing deeply in a niche practice area or industry builds trust and makes it easier for clients to follow you, even when you change firms. * Modern in‑house legal operations demand sharper budgeting, clearer estimates, and more flexible fee arrangements, forcing outside counsel to become better business partners. * Strong client loyalty grows from genuine personal relationships—helping clients succeed, understanding how they are judged internally, and making them look good in front of their own stakeholders. * Younger lawyers can learn business development by following a structured, organized process that avoids pushy “sales” tactics and instead focuses on thoughtful questions, careful listening, and well‑practiced messaging.   "My big mistake is not truly understanding my client's perspective." —  Jamie Rubin   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.   Join the Be That Lawyer Community [https://fretzin.com/community/?utm_source=chatgpt.com] and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.   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! LEX Reception: https://www.lexreception.com/partners/bethatlawyer [https://www.lexreception.com/partners/bethatlawyer] 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 Jamie Rubin: Jamie Rubin is an advertising, technology, and privacy lawyer who guides clients through bringing traditional and emerging campaigns from initial concept to execution. Ranked as a Leader by Chambers and Partners and recognized by Best Lawyers, his practice covers national and digital advertising, celebrity agreements, sweepstakes, social media marketing, and claim substantiation. Certified as an Artificial Intelligence Governance Professional (AIGP) and a member of the International Association of Privacy Professionals (IAPP), Jamie previously practiced as a partner at Wildman Harrold Allen & Dixon LLP and was named one of the "40 Illinois Attorneys Under 40 To Watch" by Law Bulletin Publishing Company.   Connect with Jamie Rubin:   Website: https://www.infolawgroup.com/jamie-rubin [https://www.infolawgroup.com/jamie-rubin] LinkedIn: https://www.linkedin.com/in/jrubinadlawyer/ [https://www.linkedin.com/in/jrubinadlawyer/]   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.