In my 22 years as an entrepreneur, I have done just about everything possible to generate business. I have run networking groups, spoken at countless retreats and conferences, and leveraged clients for introductions to prospective clients. On the marketing side, I have invested in SEO, PPC, written hundreds of articles, published five books, and created more than 1,000 videos. With all of that experience, nothing, and I mean nothing, has compared to the power of my BE THAT LAWYER podcast.
My goal here is not to convince every lawyer to start a podcast. It is to explain why this might be a far more strategic growth tool than most attorneys realize. With more than 550 episodes in less than six years, and after helping more than a dozen lawyers build successful shows of their own, I can say without hesitation that podcasting creates value in ways that traditional marketing never will.
A clear example is the reach it creates. My podcast videos now appear on Above the Law, giving me a broader and more credible audience than ever before. When you build a strong and consistent podcast, respected platforms want to align with your content. That kind of association does not happen when you stay invisible.
Meeting the right people
Getting meetings with high-value referral sources and true decision makers is a challenge for many lawyers. It feels awkward to approach them and even worse to pitch them. Podcasting removes that tension completely. Instead of asking for business, you invite them into a valuable conversation. You give them visibility. You make it about them, not you. That builds trust from the first exchange.
A great example is my 500th episode with John Morgan of Morgan and Morgan. If I had reached out to pitch coaching, nothing would have happened. But the invitation to appear as the 500th guest was too compelling to ignore. The interview was outstanding, we built a real connection, and he later agreed to appear in my latest book on rainmaking. That entire chain of events started with a single podcast invitation.
Producing content that never dries up
Lawyers often struggle with content creation. Some stare at LinkedIn wondering what to post and end up posting nothing at all. A podcast solves that instantly.
Every episode produces audio, long form video, short form reels, and a full transcript. I publish two episodes a week and each one fuels weeks of additional marketing. The transcripts become Blogcasts. The reels become social media assets. The long form videos go to YouTube and other platforms. It is a complete content engine.
My most recent bestselling book, BE THAT LAWYER: 101 Top Rainmakers Secrets to Growing a Successful Law Practice, was created from podcast transcripts. One hundred rainmakers. One hundred contributors helping promote the book. That is the multiplier effect a strong podcast provides.
Building a brand that brings clients to you
I often share the story of my plane crash in 1996 and how my father connected me with Bob Clifford, the aviation attorney he trusted most. That referral clearly explains the power of branding and how business can be generated proactively, with less competition and effort.
Podcasting works the same way. Without question, more new clients come to me through my podcast than through any other marketing initiative. Lawyers listen to the show, understand my approach, and trust me long before we ever speak. By the time they reach out, they are already confident that I am the right coach for them.
That is the real power of a podcast. Listeners feel like they know you. They connect with your voice, your insights, and your consistency. Articles and videos can do some of that, but not at the same level. Audio builds a deeper relationship.
The one warning lawyers need to hear
Podcasting only works if you do it consistently. Monthly or weekly. No exceptions. You also need production and marketing support, so the process does not eat your time. You are a lawyer, not a full-time media producer.
The good news is that there are affordable solutions. I use automations and production teams so that all I need to do is show up for the interview. Everything else is handled.
The bottom line
Podcasting is one of the most powerful and overlooked marketing tools available to lawyers today. It helps you meet the right people, produce nonstop content, and build a brand that clients trust.
If you want guidance on how to get started or need introductions to reputable podcast production teams, email me at [email protected] and I will connect you with resources that support lawyers at every level.
Steve Fretzin is a bestselling author, host of the “Be That Lawyer” podcast, and business development coach exclusively for attorneys. Steve has committed his career to helping lawyers learn key growth skills not currently taught in law school. His clients soon become top rainmakers and credit Steve’s program and coaching for their success. He can be reached directly by email at [email protected]. Or you can easily find him on his website at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin.