BE THAT LAWYER Brian Hansen: Strategy, Niches, and Results for Law Firms
In this episode, Steve Fretzin and Brian Hansen discuss:
- Planning before marketing
- Specializing in impact
- Prioritizing practical channels
- Using AI and content wisely
Key Takeaways:
- Lawyers should focus on strategy, clear goals, and growth plans before jumping into ads or SEO. Thinking like a business owner prevents reactive, scattered efforts.
- Narrowing focus to niches ensures higher-quality results and avoids mediocrity. Saying no to misaligned work preserves reputation and effectiveness.
- Local Service Ads, SEO fundamentals, Maps visibility, and strong reviews drive results. Smaller firms may rely more on networking, referrals, and credibility than on heavy SEO spend.
- AI accelerates work, but expertise remains critical. Authentic, experience-based content on platforms clients actually use delivers lasting value.
"We only want to do what we're really good at… don’t do anything that you're going to do with a C plus or a B minus." — Brian Hansen
Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.
Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/
Thank you to our Sponsor!
Rankings.io: https://rankings.io/
Lawyer.com: https://www.lawyer.com/
Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/
About Brian Hansen: Brian Hansen is the founder and CEO of Rocket Pilots, a San Diego-based digital marketing agency specializing in helping law firms grow through targeted SEO, Local Service Ads, and paid media strategies. Since launching the agency in 2016, Brian has focused on delivering measurable results, ethical practices, and client-centered strategies that prioritize real business outcomes over vanity metrics. With expertise in niche marketing, strategy-driven campaigns, and consultative client relationships, he helps law firms navigate competitive markets and achieve sustainable growth while sharing insights on legal marketing and technology trends with the professional community.
Connect with Brian Hansen:
Website: https://rocketpilots.com/
LinkedIn: https://www.linkedin.com/in/brianghansen/
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
Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.