In this episode, Steve Fretzin and Ruby Powers discuss:
- The role of content creation in modern legal practice
- Building a personal brand as a legal professional
- Leveraging technology and AI in law firm marketing
- The intersection of entrepreneurship and legal career growth
Key Takeaways:
- A thoughtfully created core asset—such as a podcast episode, webinar, or article—can be broken down and reimagined into a wide range of content like blog posts, LinkedIn updates, short videos, newsletters, and downloadable resources, maximizing effort while expanding reach across platforms.
- Having digital workflows, remote communication systems, and flexible client service models in place early on allows a practice to stay fully functional and even thrive during major disruptions like relocations, global crises, or shifting life circumstances.
- Maintaining a well-organized archive of previously created materials—ranging from PowerPoints to articles and recorded webinars—makes it easier to consistently publish client-facing or educational content without always starting from a blank slate.
- Enhancing video content with subtitles, multilingual accessibility, and platform-specific formatting dramatically increases engagement, reach, and brand recall, especially in a mobile-first world where most viewers scroll with sound off and attention spans are short.
“If we’re not repurposing, if we’re not maximizing all of this content, then I’m upset.” — Ruby Powers
Unlock the secrets of the industry’s top rainmakers with Be That Lawyer: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice. Grab your ultimate guide to building a thriving law firm now on Amazon: https://www.amazon.com/dp/B0F78HXJHT
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About Ruby Powers: Ruby L. Powers, a Board-Certified Immigration Attorney and founder of Powers Law Group, P.C., brings over 16 years of expertise in law practice management. She is the author of AILA’s Build and Manage Your Successful Immigration Law Practice (Without Losing Your Mind) and Power Up Your Practice, available on Amazon. Ruby shares invaluable knowledge on law practice management and small business consulting. Through Powers Strategy Group, LLC, she offers strategic consulting services and hosts the informative podcast Power Up Your Practice, launched in 2024. With a commitment to excellence and empowerment, Ruby inspires legal professionals to thrive in their practices and grow their businesses.
Connect with Ruby Powers:
Website: https://powersstrategygroup.com/ & https://rubypowerslaw.com/
Book: Power Up Your Practice: https://www.amazon.com/Power-Up-Your-Practice-Deserve/dp/B0DJB1FL5R
Show: Power Up Your Practice: https://podcasts.apple.com/us/podcast/power-up-your-practice/id1727939889
LinkedIn: https://www.linkedin.com/in/rubypowers/ & https://www.linkedin.com/company/powersstrategygroup/
Facebook: https://www.facebook.com/rubyfortexas/ & https://www.facebook.com/PowersStrategyGroup
Instagram: https://www.instagram.com/rubylpowers/ & https://www.instagram.com/powersstrategygroup/
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
Audio production by Turnkey Podcast Productions. You’re the expert. Your podcast will prove it.
FULL TRANSCRIPT
Steve Fretzin [00:00]
Hey, everybody, you’re listening to be that lawyer, the chauffeur. Attorneys want more more business, more balance, more impact. Be that bold, be that driven, and be that lawyer. Let’s get to work. Enjoy the show.
Narrator [00:15]
You’re listening to be that lawyer. Life changing strategies and resources for growing a successful law practice. Each episode, your host, author and lawyer coach, Steve Fretzin, will take a deeper dive helping you grow your law practice in less time with greater results. Now here’s your host, Steve Fretzin, hey everybody.
Steve Fretzin [00:38]
Steve Fretzin, here and welcome to the be that lawyer Podcast. I’m thrilled you’re here. We are going to have some fun today. We’re going to learn some stuff. We’re going to help you be that lawyer, confident, organized and a skilled Rainmaker. For you guys that are figuring this out, for the first time, I am a business development coach exclusively for attorneys around the world. I’ve got attorneys in four or five different countries, mainly in the US, and the focus is mostly business development, a little bit of personal branding mixed in there, which we’re mixed in there, which we’re going to cover today. And really it’s about, how do we systematize and make sure that with plans and processes, we can make business development and growing a book of business a sustainable part of your day, a sustainable part of your life, and do it in less time with less effort. And a big part of that Ruby is how we develop our personal brand so that we’re thought of. How are you thought of? I’m thought of. Attorneys are thought of in general. So first of all, welcome to the show. Nice to
Ruby Powers [01:27]
see you again. Yeah, thanks, Steve. I’m glad to be here. Yeah. What an honor, awesome.
Steve Fretzin [01:32]
And, well, it’s an honor. You had me on your podcast for everybody listening the power up your product, your practice podcast. And love doing that. And let’s take a moment and jump into our quote of the show. We got a very familiar Gandhi quote. Here Be the change you want to see in the world. And tell us a little bit about that quote and why that is your quote of the show.
Ruby Powers [01:51]
I resonated as a child. I had it on my signature, my little signature, but at my law practice, Paris law group, I painted, had a mural painted with the be the change, and I have some monarch butterflies that symbolize migrants. And so it’s sort of like, you know, be that change that you want to see in the world. And I just feel like it’s a good way to live your life. And if you see a problem, try to fix it, and be the best version of yourself in society. And and we can make the world a better place. Yeah.
Steve Fretzin [02:22]
And I think we need to take the role of setting the example. So whether that’s business development, whether that’s helping others, whether that’s being a good parent, a good sibling, whatever it might be, we are there as an example, and people see that and can emulate it, or you’re the opposite, and people probably going to run away from you. But we don’t want that. So everybody Ruby Powers is the host of the power up your practice. You’ve got a book with the same title, right? Isn’t that? Yeah, that’s awesome. So leveraging the powers, the theme of the powers,
Ruby Powers [02:54]
yeah, you go. It’s a pretty big book, but it’s a great resource, fantastic. Yeah, and not
Steve Fretzin [02:59]
most importantly, but in addition, you’re a board certified immigration attorney at power Strategy Group, so you’ve got, I mean, you’re wearing a lot of hats, and I know we’re going to get into that later, but that’s amazing. Give us a little bit of your background on how you came to be in helping Be the change in the world.
Ruby Powers [03:13]
Well, I’m a child of a lot of long line of entrepreneurs, and a child of an immigrant, and that exposure and just sort of the world view I later wanted to help others. You know, it was like, How can I do humanitarian law, human rights, type of thing, intercultural relations, living abroad or speaking other languages and business and law? And then figured out be an immigration attorney. And then as I progressed in that space, I was like, Well, how can I help others run their law practices and share? You know, because entrepreneurs everything that doesn’t always come hand easy to people, but if we if some people would learn some of these different things we’re talking about today, then they could be better at their practice and help their clients more efficiently, easier and have a better work life balance, having watched a lot of entrepreneurs in my family to go struggle and and work so hard, and small business is a bedrock of United States economy. And so that’s where I wanted to get in that space. And entrepreneurism a lot Small Business meets law. And so having my podcast and two books on the topic, and then being adjunct professor. So I’d say it’s sort of like two verticals, law practice management with a legal tech niche, and then immigration. So it’s a lot, but I enjoyed. It keeps me on my toes, and it’s enough diverse worlds that I can keep at it,
Steve Fretzin [04:43]
yeah, once, and it’s interesting and you enjoy it. And like you said, you’re helping a lot of people on the immigration side, and you’re helping a lot of lawyers on the practice management side. So kudos to you on that my late, great father, Larry, the lawyer, was the lawyer and the entrepreneur, and so his thing wasn’t about me being a lawyer. Was about me being an entrepreneur, so he was always pushing that on. And my sister and I both became entrepreneurs, and so it really resonated with us that being your own boss meant something, and is that sort of how you took it as well?
Ruby Powers [05:13]
Well, I think we sort of, we become sort of what we see a lot, right? And so on one side they were dairy farmers. On the other side, they were missionaries. And so like, you know, one was working the cows and the outside and out and about in the sun and the rain, and the other one was working for God. And so I was like, you know, there’s, I was like, Well, this is the all I could sort of see, you know, entrepreneur. And then one aunt was an attorney, and my dad had his own business later on. And so the entrepreneur spirit was like, Well, that just becomes normal. And when people aren’t entrepreneurs, I’m like, why not, you know, but because that, even though that might be the, you know, the minority, the entrepreneur and but then also just that humanitarian aspect I got from my missionary grandparents, and just giving back, which I think we all try to find ways, even through our businesses or helping maybe contribute to boards or nonprofits. And so yeah, that was my normal. And just recently, my daughter was like, she wants to be a lawyer. I was like, okay, but let’s talk about that.
Steve Fretzin [06:17]
Let’s take a breath. We’ll take a moment. Yeah, let’s take a moment on that. Wow, that’s really great. The way that I look at too is there are people that are in house attorneys that say I’m doing that because I don’t want to be entrepreneurial, or I don’t want to have to worry about building a book of business. And I’m thinking, Yeah, but you still have to sell yourself to the company you’re with. You still have to look, if you’re going to get a new job, you have to sell yourself to get the new job, to move up, to elevate whatever it might be, to network and make sure that you’re doing things so it’s like it’s always you, Inc, no matter what you’re in, whether you’re, you know, a physic like you and I, an entrepreneur running the show, or whether we’re inside an umbrella of a facility or a company, I feel, think people need to look at it like They’re an entrepreneur within whatever operation they’re in anyway completely.
Ruby Powers [07:03]
And with my law students, I’m like, Okay, who doesn’t have a LinkedIn? Okay, you need to go make one right now. Like, why don’t you have one? You know? Yeah, you’re selling yourself when you’re trying to get a job. And everyone should know what area of law you practice or what you’re doing. There’s other little thing that happened. I don’t make a big deal about it, but it’s actually part of this conversation. I was exchange student to Belgium with Rotary, and part of what we had to do in high school the gap year, and part of what we had to do is we had to talk about ourselves. So we had to have little business cards with our little photo on it, and we had to do speeches in other languages and network and shake hands. And so honestly, that, like, really helped catapult me to a whole nother level, because I was forced to do that, but I enjoyed it as, like an 1817, year old. And so then I took that and just took it to a whole nother level when I was starting my own business.
Steve Fretzin [07:56]
Yeah, and something that I’ve observed about you, and it wasn’t too difficult to do. That was the amount of content that you create, the books, the podcasts, and the things that you’re that you’re putting out there. And I think one of the concerns that lawyers have being busy people like you are and I am, and everyone is, but is, you know, how do I make time to create content? What content do I create, and what’s the purpose of it? What, you know, I could sit and write a book, what’s the point of it? What I could write articles for a publication or for my blog, but what is it doing for me? What is it doing for the world? How is it making me the things a better place? How am I leveraging it to make that time make sense and that investment of time makes sense? What’s your take on that?
Ruby Powers [08:37]
Well, I think you ultimately need to evaluate what your goals are to establish like, what are you trying to accomplish, whether content creation makes sense or not, because I think ultimately comes down to your building out your brand and people, some people are more introverted than others, and they love the writing part. Maybe some maybe more extroverted in the the podcast makes sense, or some combination. So establishing what your goals are, and then sort of what your strengths are, and leaning into that, and then figuring out how to use what your existing time and team are, and then building upon that as you grow. Like initially, I mean, like now, at this point, we’re creating content all the time, and have a newsletter for the law firm in English and Spanish every other week, at the power Strategy Group once a month. But like, it didn’t start that way, like we built up to that. And so when some people are like, how do you even do that? Well, incrementally, and then you try to see what’s the best bang for your buck in terms of your time and energy. And then then over time, you’re like, Well, what’s another article, what’s another podcast, what’s another like? It just sort of becomes second nature, especially if it’s built into your schedule, and you have the team and you’re constantly thinking about how to like, repurpose and get the most out of of all the content you’re making.
Steve Fretzin [09:54]
Yeah, I think there’s probably also an element of, what do you enjoy? And you might say, well, I don’t enjoy any of it. Well, that. That’s problematic. But if you like to write, if you like to write, then write. If you like to speak. Speak, if you like to interview people. Podcasting could be a thing. And you know, I think there’s a barrier to entry, or perceived barrier to entry that is sort of a fake or invisible wall. So like podcasting, it’s expensive, it takes a lot of time. It’s this, it’s that and the other. And the reality is it’s not for most people. So I think it’s about just being informed on that. But I think to your point, finding what you would like to write about or speak about. What’s the what are you trying to accomplish with that? Who’s the audience and how easily can you create that content? May be a big, big part of you getting started.
Ruby Powers [10:40]
Yeah, I’m sort of reminded of this question. So I was like, through a newly minted attorney, and I went up to this person, and I said, I want to speak at this conference. How do I get to speak at this she’s like, Well, do you know a lot about something? Are you an expert on? And I felt, felt a little harsh at first, but I was like, Well, I know this. You know? She’s like, Well, do you write about it? Do you speak about it? And I was like, well, like, Well, okay, so then I was like, pause. I went and I did that, you know, and I was like, Okay, well, that’s what I have to do, okay, fine, to help establish myself as an expert in that space. And then, you know, it was like, well, then I kept adding topics within immigration, for example, and then kept getting myself out there. And then even in the law practice management space, one of the best thing that happened was I was on the committee where we were turning out articles, and then after about four years of churning out articles, I was like, well, I could just write a book with this information. And that’s really what the beginning of that my first book was from that. And I think what I really was intrigued about in learning, meeting you, was just how well you’ve repurposed a lot of content, and you’re constantly creating so, you know, from having podcasts that turn into a book or an article or an interview can turn into an article, or a series of articles can turn into a book. And now, with AI tools, there’s just, there’s so many different ways that, like, even with my team, I’m like, if we’re not repurposing, if we’re not maximizing all of this content, then I’m upset. Like, that is like, our goal. We need to make sure that I don’t I can do one thing and we can get five things out of it,
Steve Fretzin [12:12]
yeah, but that’s really what it comes down to. So let’s say a lawyer that knows a lot about employment law and knows that there’s a lot of confusion about employment law with non competes. Are they legit? Are they not, or whatever the particular areas. And you can say, you know, here’s a top 10 list of questions people have about non competes. And you can do an article of like, you’re the top 10 Q and A of non competes. And you just, you the question down, write the answer. Chat. GPT can help you too, by the way. And now you’ve got an article, you’ve got something that you can potentially publish with, you know, some legal publication, bar journal, something like that. Or you can just put it up on your website as a blog. You’ve got, you could post it on LinkedIn, right, directly, but you have now something right, something that’s a starting point. Where do you go from there? Well, there’s
Ruby Powers [13:03]
like, if you were to just have, like, let’s say you were to make those 10 points, or something like that, of like, what people need to know in that employment law, not only could you maybe do like a webinar that you’re presenting about that, but then that could be spiced and diced into multiple little videos or and then each one could be like a little blog post within itself, or it could be like a larger article. And that’s also like you were saying, like you have to know sort of who your audience is, who. And that goes back to, like, what’s your master plan, who you’re trying to attract or intrigue? Is it fellow lawyers, because you want referrals? Is it the community at large, for potential clients, or is it both? And then that content could be used at different levels, like you maybe have to up it a little bit for the lawyer audience, and maybe you can sort of make it a little bit easier digestible for the lay person. But one of the other things I do a lot is just make little videos and I WhatsApp it to my assistant in another country, and then she converts that and puts it with subtitles, titles and captions on all the different social media platforms. And just knowing that I just did one little video at a time that went to all these different platforms makes me feel like I accomplished something. But you’re right. Like, from the writing, the video, a webinar, and then the more you can get that in multiple platforms, from like, let’s say, your LinkedIn, to your website, to a blog on your website, potentially turning into article. Then that helps your SEO and probably catch a lot more eyes, if you can put it in different bite sizeable formats. Yeah.
Steve Fretzin [14:50]
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Ruby Powers [17:30]
And like, if you were to just take like, the transcript of like, an auto air, any chat to be or whatever, of any of your podcasts, your webinar, your you know, whatever presentation you do, then you can turn that into multiple little blog posts and articles, and you don’t have to actually do a lot of writing, like if every presentation you ever do, you could, you should turn it into an article or small blog and other small and you can also do small videos of that by just using Different AI tools that you don’t even have to re record. And then, if you also use subtitles, you can reach people with different languages as well. I think they say that most people are watching these videos on their phone. They don’t even listen to the audio a lot of times, so you have to do the subtitles,
Steve Fretzin [18:16]
yeah, well, that’s why you get the transcript. So there’s automations where you get the transcript of a podcast or the transcript of a video, and that gives you the subtitles. And by the way, like my son watch does subtitles with every show he watches. I’m not, I wasn’t sure why. And then I started watching subtitles because I was realizing there’s some things, like, I’ll miss something and like, I just would normally just, like, move on with the show and not think twice about it, but when they have the subtitles in addition to the person speaking, I miss it less. So I’m not sure if that’s what’s going on with the younger folks, and now I’m starting to do that as you retain it better. Maybe I’m retaining it I’m not missing things that normally I would miss, that could be instrumental to the plot or whatever. But ultimately, there’s just a lot to do here. But I think as an individual lawyer, you need to figure out a what you would enjoy talking about. I mean, you could even talk about something that’s non legal, right, like you could say, Look, I am I love Corvettes, or I love fishing, or I love football, and I’m gonna write about that and build now that may not be something you know, you post directly on LinkedIn with no point other than talking about football, but you may attract other people that want to read about football. They get to know that you’re an attorney, an employment attorney that loves football, and now you start building an audience of football lovers who own businesses and may ultimately want to hire you and engage you because you’re the football guy they know, or gal they know that also does employment law.
Ruby Powers [19:44]
Well, another thing is, like, people just want to have a connection, right? So, like, even on my personal social media I know, like, I’ll get business leads from it, from my you know people that I know, friends and acquaintances, and a lot of times they like see a picture. Like, Oh Ruby. Oh, Ruby does immigration. Oh, okay. And then they, they message me. So like, I think that just being true to who you are and your content, like, if you really like, I like to post pictures of my garden or National Park trips or something like that. But then people like, Oh, Ruby likes that stuff. Oh yeah, I like that too, or whatever, I don’t know. And so that’s part of your brand, is being authentic to who you truly are, and having that resonate so or like, if you write articles but you put lots of, you know, funny I don’t know quotes, or, you know, sort of like, I don’t know little hidden gems or something that people think are cute and funny people remember that,
Steve Fretzin [20:42]
yeah, I think one of the big challenges lawyers have with what we’re talking about, in addition to, you know, coming up with what they should create and then how to repurpose it. And I would always say, get help, meaning, AI assistance, virtual assistants, like, don’t think this is something you should be doing at $5,000 an hour, that you should be doing this yourself a lot. I mean the content creation and the writing maybe at the beginning, and even that you can use chat GPT, but I think then, you know, a lot of the back end stuff of how you repurpose, it should be leveraged through people. But ultimately, I wanted to ask you about how have you seen creating content and repurposing content impact your immigration business and your other in your in your practice management business. Because I think that’s important for people to understand that this isn’t an overnight success thing. Oh yeah, no, we’re not some crazy you know, Tiktok fee on I typically this takes an effort over a period of time when you
Ruby Powers [21:42]
follow, like a lot of you know, people who’ve been in the space, or influencers like it, didn’t just wake up overnight and start doing this like that. Some of them, you know that they’ve been building out videos on their YouTube for more than a decade, or something like that. Like the books I wrote were because of years of me writing articles, thinking, speaking, talking. I have so many PowerPoints. But then, like, I forgot to mention, like, my book is my textbook for my course. I know that stuff so well. I can just walk in. This is not a true story, but I can walk in and I can just start talking about stuff, because it’s all in my head. I wrote it, I speak it, I think it. And so it’s a textbook. It’s, I think about this content, I’m on the podcast, and so that those are a lot of the ways that it’s been recycled. But it came over time, like it wasn’t an overnight thing. And then the same thing with the immigration space, like we have. So we do an English and Spanish webinar every week for the law firm, but it’s because we have so many PowerPoints of all of our content that we’ve been doing, and then whenever something new happens, we just tweak it a little bit. We don’t have to build it out from scratch. But I yeah, I agree. Like, you know, you have to start somewhere, and AI has made it so much easier. There’s you can get assistant help and find out what you enjoy the most, lean into that and then add, honestly, some of my funnest times are just getting on and doing social media videos and things like that, especially when they’re like the fun viral type. You know, you can really be silly with those, but I do enjoy it. And I think once you start getting into that rhythm, then you’ll it makes it easier to become a habit, to want to continue to build that into your schedule? Yeah.
Steve Fretzin [23:24]
I mean, if we’re talking about just the lowest level of getting started for lawyers, I would say, just think about posting on LinkedIn once a week and trying to be consistent with it for eight weeks, and develop the habit of once a week, it’s 15 minutes. Come up with, again, a top 10 List. Come up with, what are the top five questions you hear every day, think about things you enjoy personally that you can relate back to business. So I don’t think on LinkedIn. This is my take, and you can agree or not, but like, don’t, it’s not Facebook. Don’t show your food and say, Hey, here’s my food. I went to this restaurant. You can do that if you’re traveling for business and you want to talk about why it’s so important to travel for business and meet people and build relationships. But like, I showed a picture of my son and I, we were in fishing in Canada last week, and I showed a beautiful picture of us on the lake holding a beautiful fish. And it wasn’t like, Hey, look at me in this fish. It was hey, this is why I work so hard. This is why I do out all that I do, and spend all the time I spend, you know, not only helping attorneys, but making a living so I can fly, you know, on a jet to, you know, private plane or whatever, to go out to, you know, drop us in the middle of nowhere in Canada fish. So I had a business angle. But the point is, like, come up with an idea to help you demonstrate authenticity, demonstrate knowledge and expertise. Don’t say you’re an expert and ultimately, just figure out what you can post once a week for eight weeks. I think that’s an easy entry point just to get started in content creation.
Ruby Powers [24:52]
Yeah, I agree. I feel like Facebook. I mean, LinkedIn has become almost like the grown up professional Facebook, so it sort of blurs these lines. You’re like, is that? LinkedIn word deep, but no, yeah, I think, but I yeah, there’s a there’s, I feel like I’m on it a lot more. A lot of times I can reach people through the LinkedIn chat than they can through their inbox. But yeah, people are living there a lot more, and it’s a great way to connect. And I think just building that habit of adding the content and chat GBT you can put in there and say, Help make his LinkedIn worthy. And put icons. I love that I put the little, pretty little
Steve Fretzin [25:31]
Yeah, and ask and ask it to keep out the end dashes. I think that’s an instant giveaway that you’ve used chat GBT for helping you post. And I think one of my client, I know one of my clients, Mandy, she put an amazing, very authentic piece together for LinkedIn. And I kind she had sent it to me to review it, because I do that from I love doing that for my clients. And I counted nine end dashes in that little post that she did, and I said, Hey, you know, do it again, but just have it take out the end dashes, because it’s just it makes it so clear that it was done through chat. GPT, but that all great stuff. I think, you know, most important thing people just get started. Just push your chips in, start doing something. Because ultimately, what every lawyer wants and tell me, if I’m wrong, is to have their phone ring and the phone rings and it’s somebody calling with a problem, saying, I found you here, I found you there and I want to hire you, or I want to talk to you, and you’re like, pre sold, right? Because they have already seen you as the expert you are, because they’ve been following you, they’ve been listening to you, they’ve been seeing what you’re doing. And if you have nothing out there, in fact, you not only have nothing out there, your LinkedIn is a total disaster. It’s all working against you instead of really working for you.
Ruby Powers [26:41]
And I think the other thing to note is, like, content and being a leader in the space begets more content and being a leader in the space. Like, yeah, I did an interview this morning with like the public like, Houston matters, like public media type of thing, radio. And you know, it’s really when you first get in the media, they don’t take you right away, unless you’ve proven yourself as an expert and knowing that you have publications or you’ve been on other like TV, live TV doesn’t want to have you unless they know you can handle regular, you know, non live TV, and then they might record you first and make sure you can handle it. And then you start to build yourself up so that they know that you can do it. But the more you do it, then the more opportunity will come from it, and then it really does become of like, keeping it going and maximizing it. And I do think it’s an exponential function and what you can accomplish. And I think we’re both good examples of how you can repurpose content. And I think the other key takeaway is like, go look at other people who are doing it successfully, and get ideas, you know, like, Oh, I like their LinkedIn post, I like what they’re doing over there, and get inspiration,
Steve Fretzin [27:47]
yeah, I think that’s really important. You’re looking at someone who’s been successful for five or 10 years, creating and putting up content and building a brand, and you can emulate that person, right? And you can start saying, Hey, this is what they’re doing. You’re not copying. You’re taking what someone’s doing, you’re making it your own, but you’re saying, Hey, this is someone who did it. This is how they did it. And I think I can follow their lead. I try to do that for my clients, you know, pretty regularly is with, you know, writing books and podcasting and articles and content and LinkedIn, and they see what I’m doing and stuff they have. They don’t have to be me and do what you and I are doing. They just have to get inspired that, hey, this knucklehead can do it. Maybe I can do it, or whatever it might be. So make it happen, everybody, because you only get one shot at this thing. And I think business development is important, but it’s so much easier when you also have the branding and the marketing component working for you at the same time. Because when I go out and I network, I’m not starting from nothing. I’m out networking. Oh my god, Steve, I hear your name everywhere I go, or I hear this, or I read that, and I’m like, okay, and it’s just working. You know, it’s didn’t happen overnight, but it is changing the subject a little bit on you Ruby. What’s Ruby’s big mistake?
Ruby Powers [28:55]
Well, I think one thing that was a challenge for me was when I my husband took a job to the Middle East during the Arab Spring, and I had just given birth to a baby, and I landed in a sandstorm with a six month old on my hip in Dubai. No, that’s all true story, but I ran my law firm from the Middle East for about with a 10 and 11 hour time difference. I forgot what it was, but it I took that disadvantage of having to move to halfway around the world a year and a half into starting a practice, and I found positive like, what can I turn this into an advantage? And so Friday, Sundays were a work day in Dubai, so when my American based folks could have Sunday consults and meetings with me, they loved it when I could just have quiet before America woke up and I could actually get work done and before my email started getting flooded. I love that. And I sort of niche down in a practice area within immigration. And then when I came back a. Continue to grow, but also by the time the pandemic happened, it was, it was second nature for me to run a hybrid practice or completely virtual practice. So I don’t know if I look at in terms of a mistake, but it was what could have been a disaster, in terms of my assistant told me she’s like, well, you’re going to have to go to every one of your clients and ask them if they want to stay with you. And I said, No, I’m going to go to every client and say, This is how it’s going to work.
Steve Fretzin [30:29]
Anybody? Awesome. Well, again, I think sometimes it’s the challenges that are in front of us that help define us, and how we overcome them is really what this world is all about. So really, really great stuff. Hey, let’s take a moment. Thank our wonderful sponsors. Of course, Sonia Palmer with the law her podcast, fantastic. We’ve got pimcon coming up in October, and that’s at the Venetian hotel in Scottsdale, Arizona. I will be there on stage talking about podcasts with a couple of great other podcasters. And we’ve got legal verse, if you’re looking for strategy as a lawyer, insights on planning, growth, long term success in the legal industry. Check out legal verse.com it’s actually legal verse media.com so check that out. And Ruby, if people want to get in touch with you, they want to, you know, look at you. Talk to you about immigration. They will talk to you about law, practice, management, technology. What are the best ways for them to reach you?
Ruby Powers [31:19]
So probably LinkedIn is the best way Ruby Powers r, u, b, y, p, O, W, E, R, S. And then for the law firm, it’s Ruby Powers Law. We’re power the firm is called powers Law Group, and we’re federally, federal area law. So we can help people all around the world on us, immigration based matters. And then power Strategy Group, which has power up your practice, the podcast and the book, which is available on Amazon and our school community, power up your practice. So, yeah, just reach out to me on LinkedIn. We can get connected.
Steve Fretzin [31:50]
Yeah, fantastic. Well, thank you so much for coming on the show, sharing your wisdom. I hope this was helpful for people who are stuck with not creating content, not posting anything. Just kind of take it for granted that it’s okay not to play the game, and I think it’s important to get in the game, play the game, and then decide what level you want to play the game. So I really appreciate you coming on and and talking everybody through that.
Ruby Powers [32:12]
No, I definitely agree, Steve, and I think you, you help inspire me as well to keep playing the game next level.
Steve Fretzin [32:19]
That’s it. Don’t get your pants dirty on the sidelines, right? Let’s stand up and get in and have some action. Well, listen everybody. Thank you so much for hanging out with Ruby and I for the last half an hour. I really hope that you take to heart what we shared today, and that it helps you to be that lawyer, confident, organized and a skilled Rainmaker. Take care. Everybody. Be safe. Be well. We’ll talk again soon.
Narrator [32:42]
Thanks for listening to be that loyal, life changing strategies and resources for growing a successful law practice. Visit Steve’s website. Fredson.com for additional information and to stay up to date on the latest legal business development and marketing trends. For more information and important links about today’s episode. Check out today’s show notes.