In this episode, Steve Fretzin and Robert Plotkin discuss:

• Giving information away. 
• Writing a lead-generating book while maintaining your law practice.
• Benefits of writing a book above other kinds of content marketing. 
• What to do before publication, during promotion, and after publication. 

Key Takeaways:

• Even if you gave someone your entire process, nobody will be able to execute like you do because you have value to bring to the situation. 
• Break your book down into small, manageable bites. Also, consider sharing some of the information as you go and get feedback as you go so it feels less monumental of a task. 
• Having a good outline in place is crucial - it gives you opportunities to break your script into smaller tasks that can be tackled in your 15 or 20 free minutes. 
• Have multiple ways of distributing your content - audio, digital, and print. People consume content in different ways, but you can also repackage that content in your content marketing. 

"The thing about a book is it sends this separate meta message about your clout, your credibility as an expert. I think most lawyers who are writing a book are trying to use it to establish or cement themselves as an expert, a thought leader, someone who knows how to get certain things done for their clients in the law and a book sends that meta message at just order of magnitude higher level. There's another meta message: by someone seeing that you wrote a book, they know you're someone who took the time and has the discipline to write a book. Even if they never read it, that sends a message to them." —  Robert Plotkin

Find out more about the 10 Easy-to-Execute Hacks to Unlock Your Full Potential at: https://fretzin.com/events

Thank you to our Sponsors!

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Episode References: 

• The Paradox of Choice by Barry Schwartz

About Robert Plotkin: Robert Plotkin is a patent attorney who has specialized in obtaining software patents for his clients to maximize company value for over 25 years. He focuses on obtaining patents that his clients use to attract investment, generate revenue, and secure successful exits. His clients have gone toe-to-toe against the biggest tech companies in the world in patent litigation and emerged victorious. He is a co-founder of the boutique patent law firm Blueshift IP and is sought out by the world's leading software and AI companies to obtain, enforce, and leverage patents for success. 

Connect with Robert Plotkin:  

Website: https://blueshiftip.com/

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

LinkedIn: https://www.linkedin.com/company/blueshift-ip-llc/

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.