What Strategies Help Lawyers Stay Consistent With Marketing

By Steve Fretzin and Susan Guthrie

There are moments in business when two professionals connect and immediately recognize they are operating from the same playbook. That was my experience with Susan Guthrie. Our conversation quickly moved past surface-level tactics and into what really drives success for lawyers today, strategy, trust, and consistency.

Susan has spent more than three decades in the legal profession, first as a litigator, then as a mediator, and now as a consultant helping lawyers build sustainable, modern practices. What stood out most was how clearly she connects the dots between planning, positioning, and long-term growth.

Why Strategy Beats Winging It Every Time

Susan opened with a simple but powerful truth. If you fail to plan, you plan to fail.

It sounds obvious, yet many lawyers still operate reactively. They rely on referrals, occasional networking, or sporadic marketing efforts and hope it leads to growth.

The problem is that hope is not a strategy.

What Susan emphasizes is not rigid business planning, but intentional thinking. Lawyers need to define where they are going, who they want to reach, and how they are going to get there. Without that clarity, even talented attorneys struggle to build consistent momentum.

The difference between those who grow and those who stall is not intelligence. It is direction.

Trust Is the Thread That Connects Everything

Trust is not one part of business development. It is the foundation of all of it.

Every interaction, every piece of content, and every conversation either builds trust or weakens it. The challenge is that many lawyers assume trust automatically transfers when they change roles or shift their practice.

It does not.

Susan works with professionals who transition into new areas, such as moving from litigation into mediation. What they often discover is that the credibility they built in one role does not automatically apply to another.

Trust must be rebuilt in context.

One of the most effective ways to do that is through targeted thought leadership. Not generic content, but content designed for a specific audience with a clear message about what you do and how you help.

Thought Leadership Only Works When It Is Focused

Most lawyers approach content the wrong way. They start producing without first defining their audience or message.

That leads to scattered efforts that do not convert.

The better approach is simple. Identify who makes the hiring decision. Clarify the problem you solve. Then create content that speaks directly to that audience.

Once that foundation is in place, the platform matters less. Whether it is a podcast, LinkedIn, articles, or video, the key is consistency and relevance.

Susan also reinforces an important point. You do not need to be everywhere. You need to be where your audience is.

Consistency, not volume, is what builds visibility and trust over time.

Repurposing Turns One Effort Into Many Opportunities

One of the smartest strategies discussed was repurposing.

A single podcast conversation can become multiple LinkedIn posts, a long-form article, short video clips, and more. Instead of constantly creating from scratch, lawyers can maximize the value of each piece of content.

This reduces the burden of marketing while increasing reach.

The lawyers who succeed are not necessarily producing more content. They are using their content more effectively.

Pricing Strategy Is a Trust Strategy

Billing is one of the fastest ways to either build trust or destroy it.

Traditional hourly billing creates uncertainty for clients. They do not know the final cost, which leads to hesitation and, often, skepticism.

Susan has seen firsthand how shifting to flat fee or value-based pricing changes that dynamic. When clients understand what they are paying and why, they feel more confident moving forward.

The impact is immediate.

Higher conversion rates. Stronger relationships. Less friction.

This is not just about pricing structure. It is about aligning your business model with how clients want to engage.

AI Is Changing How Lawyers Market and Grow

Artificial intelligence is no longer optional. It is becoming a core part of how lawyers operate, especially in marketing and business development.

Susan focuses on using AI where it adds the most value with the least risk. That includes content creation, planning, and strategy development.

These tools can help lawyers generate ideas, structure content, and stay consistent without spending excessive time on marketing tasks.

The key is collaboration.

AI should not replace expertise. It should amplify it.

Lawyers who learn how to use these tools effectively will gain a significant advantage in visibility and efficiency.

Susan Guthrie’s Biggest Mistake

Susan shared a lesson that many lawyers will recognize.

After building a successful practice, she relocated and assumed she could quickly recreate that success in a new market. The expectation was that experience alone would carry over.

It did not.

Without a clear strategy, progress was slow and uncertain. The turning point came when she invested in coaching and built a structured plan.

That shift changed everything.

The takeaway is clear. Past success does not guarantee future results. Each new stage requires intentional planning and a willingness to approach growth differently.

Closing Thoughts

Building a successful legal practice today requires more than skill.

It requires clarity, consistency, and a willingness to adapt.

Lawyers who focus on strategy, build trust intentionally, and use modern tools to amplify their efforts will continue to grow. Those who rely on outdated habits may find themselves working harder without seeing better results.

The opportunity is there.

The question is whether you are approaching your practice with a plan or simply hoping it works out.

Connect with Susan Guthrie

Website: https://susaneguthrie.com/home
Instagram: https://www.instagram.com/susaneguthrie
LinkedIn: https://www.linkedin.com/in/susaneguthrie/
Twitter: https://www.x.com/susan4biz

Connect with Steve Fretzin

LinkedIn: Steve Fretzin
Twitter: @stevefretzin
Instagram: @fretzinsteve
Facebook: Fretzin, Inc.
Website: Fretzin.com
Email: Steve@Fretzin.com
Book: Legal Business Development Isn’t Rocket Science and more
YouTube: Steve Fretzin
Call Steve directly at 847-602-6911

Ready to grow?
Schedule Your Free Consultation