In this episode, Steve Fretzin and Hugo Gomez discuss:

• Niche down on what you know. 
• Finding your angle to stand out from the others in your field. 
• Working with outside partners to truly grow and scale your business. 
• Why lawyers should be marketing to the Spanish-speaking communities around them. 

Key Takeaways:

• You cannot please everyone - if you niche into a very specific area, you will be able to find success and give more buy-in to your clients. 
• English-only speakers are in decline according to the latest census. 
• Working with a marketing company that has cultural experience in your target market is key for getting the best results and content to that audience. 
• Multicultural marketing needs to be done from the ground up - what might work for one culture is not usually going to work for another culture. 

"What we found is that Spanish speakers when they're making a decision to hire an attorney, what they're looking for is does the firm have bilingual staff. Generally speaking, attorneys don't speak Spanish, and that's okay. All we need to do is just be honest with the consumer and say, this firm as the best bilingual staff you can talk to you regarding your and your auto accident injury." —  Hugo Gomez

Get a free copy of Steve’s book “Sales-Free Selling” here: www.fretzin.com/sales-free-selling

Thank you to our Sponsors!

Get Staffed Up: https://getstaffedup.com/bethatlawyer/

Overture: https://overture.law/

Get Visible: https://www.getvisible.com/

Episode References:

• All-In: https://www.allinpodcast.co/

About Hugo Gomez: Hugo E. Gomez is the founder of Abogados NOW, a national Spanish marketing agency that helps attorneys advertise to underrepresented communities. With a mission to forge greater awareness of Spanish-speaking communities, Hugo and his team create high-performing and cost-effective Spanish digital marketing campaigns to help attorneys grow their firms.

Connect with Hugo Gomez:  

Website: https://www.abogadosnow.com/

Email: [email protected]

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

LinkedIn: https://www.linkedin.com/company/abogados-now/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: [email protected]

Book: Legal Business Development Isn't Rocket Science and more!

YouTube: Steve Fretzin

Call Steve directly at 847-602-6911

Show notes by Podcastologist Chelsea Taylor-Sturkie

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.