By Steve Fretzin & Jordan Whelan
How Targeted Strategy and Inner Work Drive Legal Success
Marketing is often viewed as a numbers game, but after my conversation with Jordan Whelan, president of Grey Smoke Media, it became clear that mindset is just as critical as metrics. Jordan has built some of Canada’s largest law firms

In this episode, Steve Fretzin and Jordan Whelan discuss:

• The evolving landscape of legal marketing and SEO strategies
• Identifying and targeting the right audience through buyer personas
• Leveraging video, local SEO, and low-cost marketing tactics for visibility
• The role of mindset, metaphysics, and visualization in business growth

Key Takeaways:

• A law firm’s website must be

In this episode, Steve Fretzin and Viktoria Altman discuss:

• Risk and mindset in legal marketing
• How to evaluate and choose marketing vendors
• Niche focus and ideal client definition as a growth strategy
• The emerging impact of AI on search, ads, and brand identity

Key Takeaways:

• Lawyers should stop chasing random acts of marketing and instead

In this episode, Steve Fretzin and Matt Dixon discuss:

• Client relationship dynamics in professional services
• Shifts in legal business development and rainmaking strategies
• The role of value creation in winning and retaining clients
• Evolving mindsets and habits of successful professionals

Key Takeaways:

• Top rainmakers (“activators”) don’t wait for paid work to provide value — they

In this episode, Steve Fretzin and Matt Dixon discuss:

• Client relationship dynamics in professional services
• Shifts in legal business development and rainmaking strategies
• The role of value creation in winning and retaining clients
• Evolving mindsets and habits of successful professionals

Key Takeaways:

• Top rainmakers (“activators”) don’t wait for paid work to provide value — they

In this episode, Steve Fretzin and Nick Werker discuss:

• The importance of proper phone handling in law firm intake processes
• How customer experience begins with an intentional communication strategy
• Shifting lawyer mindsets around sales and client engagement
• The evolving standards of professionalism and wellness in legal practice

Key Takeaways:

• Solo and small law firms often

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