In this episode, Steve Fretzin and Mike Capuzzi discuss:
- Writing a quality book to stand out from the crowd.
- Why you should write a shook.
- Self-publishing versus working with a publisher versus a hybrid approach.
- Getting the buzz of the book out.
- Most people have not written a book. It is a way to differentiate yourself from your competition.
- Writing a shook – a short, helpful book – is a great option as most people don’t have time or attention spans for longer books.
- Self-publishing gives you more control than you would have with a big publisher. However, it does mean you have more responsibility for marketing and promoting your book.
- The key thing is the relationship you have – this may be online, on various social media platforms, or even with local businesses where your potential clients may be.
“When you are a book author of a quality book, it definitely positions you differently. In this day and age, a lot of people put a lot of respect on quality book authors.” — Mike Capuzzi
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Show notes by Podcastologist Chelsea Taylor-Sturkie
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book, people, lawyers, steve, publisher, podcast, perceived, self publishing, helping, marketing, business, amazon, clients, author, practice, read, write, business owners, thinking, year
Narrator, Mike Capuzzi, Stephanie Vaughn Jones, Steve Fretzin, Jordan Ostroff
Mike Capuzzi [00:00]
When you were a book author of a quality book, it definitely positions you differently. In this day and age, a lot of people put a lot of respect on Bobby book authors.
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.
Steve Fretzin [00:37]
Hey, everybody, welcome to be that lawyer. I am Steve Fretzin, your host and listen, it’s another wonderful beautiful day in Chicago. I got no complaints, businesses, good families good. And summers in Chicago and not easy to beat that. But you know, it’s all about being that lawyer, someone who’s competent, organized and a skilled Rainmaker, and this show is all about that. In fact, I just got off the phone with a lawyer out of California who found me through the podcast, and he read one of my books, and was telling me about how great my guests are and how many great takeaways and I really hope that that’s the general feeling that you’re getting from the show that it’s helpful to you and your career as a lawyer. And of course, I’m not going to disappoint you today. I’ve got Mike waiting in the wings. And I want of course, thank our sponsors. We’ve got practice Panther, we’ve got legalese marketing. And we’ve got mani pedi, all of them helping to save you time, money and energy, so you can do your job practicing the law. And Mike was so kind for spying on Mike. Good to see you, Steve. I’m doing well. Thank you. Awesome, awesome. And I appreciated the quote only for a number of reasons. But one is I’m a big Grateful Dead fan from back in the 80s. And 90s. I can’t tell you I’ve been to a show in a while. But I’ve got some pretty great stories from some of the shows, and getting to some of the shows, quite frankly, that I’ve been to but your quote of the show is Jerry Garcia, it’s not enough to be best at what you do. You must be perceived as the only one who does what you do. That’s pretty slick. What does that quote mean to you? Like, why did you submit that one specifically?
Mike Capuzzi [02:08]
Yeah, it’s not because I’m a Jerry Garcia fan. So I haven’t been any paid for their concerts. But it’s really about, you know, he really nailed it. I think when it comes to how business owners, lawyers, professional service providers must be thinking in this day and age, I mean, they’re all qualified. They’re all, you know, went to good schools, you know, went to law school and all that stuff, the bar and all that good stuff. There’s a lot of competition, obviously, and Jerry’s quote about, it’s not just the best of being academically the best or even practicing law, you’ve got to be perceived as doing only what you do. And we’ll talk more about that. We do that through books, but it’s just an important criteria. I mean, there’s just so much competition these days,
Steve Fretzin [02:53]
you know, in the word perceived, I really liked that word, because it is mostly about perception. Right? We get business and lawyers get business, not necessarily on the reality of their work, because you you, they haven’t hired you yet. So it’s the perception of your expertise. It’s the perception of your the way that you’re in the way that you manage a meeting, and I teach lawyers how to really run meetings, run effective meetings, because then the perception goes way up, based on how they’re running the meeting. It’s not a sales pitch. It’s a consultation. It’s it’s more, you know, bloodletting exercise to understand the problems at the highest level and stuff. So I love that word perceived. Really good.
Mike Capuzzi [03:31]
Good for you for actually picking that up. Because you’re absolutely right. It doesn’t matter what we’re thinking, right. It’s what the prospect what our potential clients are thinking. Yeah, yeah, we got to do our part to make sure it’s all positive stuff.
Steve Fretzin [03:43]
Okay. Well, offline, I’ll tell you some of my some of my Grateful Dead. I’m grateful I’m not dead. Let me say that about them put that in perspective for you. Some hairy situations, I found myself man as a passer really, I know who to thought it’s supposed to be peace and love Well, anyway, Mike kahuzi, the founder of Bite Size books. And thank you so much for being here. Give my audience a little flavor from your background and how you got into helping lawyers write books or shorter versions of books shocks.
Mike Capuzzi [04:13]
Well, interestingly enough, Steve, by degree, I’m an engineer and industrial engineering major from Penn State, did engineering for a number of years out of college, then I actually joined a small software company that got very large it went from I was employee number 57. By the time I left in 1989 98, there was a couple 1000 employees. Ironically, a company just went public two years ago, and I kept my stock
Steve Fretzin [04:38]
so Oh, nice. Cool.
Mike Capuzzi [04:40]
Yeah. Cool. Yeah. Little now it’s done.
Steve Fretzin [04:43]
Hindsight is 2020. Right? Yeah, well, I
Mike Capuzzi [04:46]
was intentional. I you know, I just said what the heck was a gift then? Why Why get rid of it? And anyway, so I started my own company in 1998. consulting for other software companies in the engineering space, and did that While the.com bubble was big, and I’d say probably around 2004 2005, I started segwaying to more what I call Main Street business owners like lawyers, and helping them very specifically with direct marketing, which is a type of marketing that’s a little bit different than, you know, general marketing. So yeah, I’ve been helping businesses grow. I wrote my first published my first book in 2007. I’ve helped many clients now we’re up over 200. Now clients, a lot of lawyers, publish their own short, helpful books. And I still love what I do every day. So and I love talking to smart guys like you on these podcasts are Thank you.
Steve Fretzin [05:37]
I love being called smart. So we have that in common. I can’t say you know, everybody agrees with that. But okay, the long and the short is that there’s so many different ways to market a law practice. And you’ve got podcasts, you’ve got blogs, you’ve got social media, and being a columnist, and some people like me, I do all kinds of different stuff. But ultimately, most lawyers just don’t have the time to do everything. So why a book over some of those other types of, of marketing channels.
Mike Capuzzi [06:10]
Yeah, I mean, listen, and they’re all good channels. And you’re right, the idea of being omnipresent, and being out there, digitally online, social, offline, print, direct mail, even newspapers, we have lawyers doing some really good stuff with newspaper ads, newspaper, paper and ink. But, you know, a book, Steve, you know, I reached out to you, because you’re an author, I’m gonna have you on my podcast. First and foremost, when you are a book, author of a quality book, it definitely positions you differently. I mean, in my opinion, it’s different than if you’re a podcast host. It’s different than if, you know, you’re a YouTube sensation, whatever it is, I still think in this day and age, a lot of people put a lot of respect on body book authors. So that’s the first thing. The other thing which is nice about a book is it really does allow you to market your law practice differently, we can get into that. So those are two big reasons why I think, you know, and by the way, the other last thing I’d say is, books are still seen as something of value, even though Amazon is maybe diminish that in some respects, with cheap Kindle books and stuff. But most people are used to paying for books, we’re not used to paying for podcasts. We’re not used to paying for YouTube videos, marketing collateral, but we are used to paying for books, and that little subtle shift in thinking about the way the marketing is perceived, is a big deal.
Steve Fretzin [07:31]
Yeah, and I think, you know, look, I’ve authored now a number of books, and each one has been unique in how I’ve marketed it, and how I’ve, I’ve leveraged it. But I think when I’m on the phone with someone, and they have my book in their hand, there’s just no doubt that it it helps move things along, too. I know what I’m talking about. This is not my first rodeo. And the reality is that anyone can start a podcast in granted, anyone can write a book, but but most people don’t. Yeah, and most people don’t stay with a podcast at six months in there out. But, but with a book, that’s a real commitment to write a book to sit down and write a book, even with help, even with editors, it’s it’s a significant deal. Like it’s not, it’s not something everybody’s going to do. So like when I talk to people I know, like, I think I’m like the only person like in my family and friends, unlike that entire group that’s written a book, let alone you know, for so I’m not putting myself on any pedestal or ego. It’s just a reality that most people don’t do it.
Mike Capuzzi [08:27]
Well, you know, and that’s another good reason why a book, right? Because chances are your competition hasn’t done. And you know, whether it’s family members or whatever, but chances are your competition has not written the book. So
Steve Fretzin [08:39]
okay. Now, here’s another interesting thing, there’s a book, and there’s a thing called a sharp, and what’s the difference? And why is shipped over a book or book over shook? And it feels like a tree or something. Dr. Seuss?
Mike Capuzzi [08:52]
Well, it’s funny because I didn’t come up. I didn’t find that Jerry Garcia quote. So after we developed this concept, but it’s really Jerry speaks to this right in his in his quote about being perceived as the only one who does what you do. Let’s face it, there’s a ton of people out there. So we are a hybrid publisher. That means we work with the author. It’s not self publishing, but it’s not traditional publishing. So it’s kind of in between, okay. And there’s a lot of people that do what we do. So, you know, how do we be perceived as the only one who does what we do? Well, we came up with our own short, helpful book, a shock, short, helpful book, which is our special sauce, you know, there’s McDonald’s, there’s Burger King, there’s Big Macs, there’s Whoppers. You know, there’s books in there, shucks. So it’s our way of really trying to differentiate Steve, our type of book that we help lawyers and other business owners Publish. And the other key thing about it, Steve, is that it’s about a one hour read. So our books are about 100 pages, about 12 to 15,000 words, which is a lot less than most business books, that are real books. They look like real books, you know, they look like a real book when it’s sitting up on a bookshelf. Quite It is meant to be an hour read. And that’s done very intentionally, it also follows a very specific direct response formula I’ve developed. So it’s it’s a unique type of little book.
Steve Fretzin [10:10]
Yeah. And quite frankly, the days of the three, four or $500 or 500 page, like self help book, I have no patience or time for that, especially. And this is just my own little take. When I read an entire book, and I go, this whole thing could have been done in, you know, three pages. Like they’re giving me all this research and all this the back. I mean, I get they had to put the meat on the bones. But really, they did. It’s
Mike Capuzzi [10:33]
now you know, it’s amazing. I talked frustrating by my own podcast, too. And I’m like, everybody, like people that are sort of our age. They’ve been around for a little while. It’s like their just their level of patience for getting wading through anything. And I’m sure social media and internet has shortened that. But yeah, you’re right. I probably, I used to finish a book all the time. And now I start and stop books way before the end of the book. Yeah, like it’s repeating. It’s boring. It’s whatever.
Steve Fretzin [11:00]
attention span of fleas. That’s what we had something like that. And our children are Borah. Let’s not even go down that. Yeah, okay, we won’t go there. So I was going to ask you a little bit about self publishing versus having a publisher versus you being in the middle. And maybe we can just work through pros and cons on on all three of those. Because ultimately, someone’s listening. They’ve been wondering if a book is the way to go. And they don’t realize it’s this easy this hard? How do I even get started? So let’s, let’s start off with self publishing. What are the kind of the pros and cons? From your perspective, I can chime in, because I’ve, I’ve done both self publishing and worked with a publisher. But what are your thoughts on that?
Mike Capuzzi [11:38]
Well, first of all, in this day and age, it’s really easy for anyone to publish a book, okay. So just if you feel like you have something to offer the world, it’s Don’t let, it’s never been easier. It’s never had brown. So that’s self publishing, that’s basically you doing all you doing all the work, or you like being the general contractor of building a house, you know, you’re coordinating the designers, the editors, the copy editors, all that good stuff, not a big deal, they’re out there, it’s not a big deal. It allows you a lot of control, if not total control, it puts all the onus on you to get the book done and market it. So that’s that high. And then we’ll go to traditional, traditional, as we know, as often can have, like the big name, publisher, you know, Aura light. So if you work with a big publisher that has, it’s more of an ego thing, because even when you work with a big publisher, the marketing the book is still your responsibility. But you know, you might get some money upfront. But it’s an ego thing, oftentimes, like, you know, you work with such and such a publisher. Now, it also takes a heck of a lot longer. As you know, you’ve, you’ve done both. So you work with the publisher, you’re looking at the year two, because it’s just, they’re editing it and changing things, you lose a lot of control. And then there’s Hybrid Hybrid, sort of the best of both worlds because you’re working with an experienced book coach like myself, working through brainstorming masterminding through the process. It’s a turnkey service, you know, we get your book, done your shift done for you. So you’re not on your own. You’re not with a big publisher, and with our clients, Steve, you know, we’re getting shucks out anywhere like eight to 12 weeks on average, if our clients do their part,
Steve Fretzin [13:18]
okay, and is that then ultimately placed on Amazon as a as a way of printing,
Mike Capuzzi [13:25]
it depends. So two different ways in our business. So we have a what we call our Main Street author program. So that’s for like the local lawyer who doesn’t want to be on Amazon for whether it’s competitive reasons, or just as it needed to be on Amazon, like the main street local business owner, they’re just, they want to be what I call five mile famous, they just want to be the lawyer in their community, for example. So in that case, we’re printing the books for them, we do have a what we call our worldwide author program, that’s for someone like maybe you or me that has a worldwide audience, help people you know, beyond the community, a local community. And then there we do leverage Amazon as a book search engine, but also as the book printer.
Steve Fretzin [14:05]
And I’ll chime in about the self publishing in particular and again, I love the idea of of someone helping with because I work with you know, I like work with with like a partner that can like take sigh can delegate to to take, you know, help me with the cover helped me with Amazon helped me deal with some of the stuff so I’m not engaging in the day to day, but ultimately, the fact that I’m not having to house any inventory more than I want to the fact that I can print one book or 1000 the idea that I’m actually making again, my job with writing a book wasn’t to make millions but the reality is I just had a law school buy a bunch of copies I just got a big check from Amazon. I was like, Oh my God, that’s wonderful because I’m making 60% or 65% on the dollar for every you know, book I sell versus if you work with a publisher, I think you get far, far less right as far as the as far as the take. And again, some people are writing books that can be a worldwide seller and in make lots of money. I’ve got a pretty niche audience of people interested in business and lawyers interested in business development. We’re not talking to me, my audience, you know, Hey, everybody, you know, you’re my, you’re here, the bread and butter. But then there’s all the lawyers that are never going to think twice about buying a book on business development, because that’s just not even in their purview. So I think self publishing does offer that a lot of value. It’s never been easier. But again, if you want to, you know, get up on the bestseller list, and you want to have, you know, maybe there’s some talk that we can have about, like, what happens after the grant, I got a book now what that may be kind of where we go with this. Self publishing versus you versus, you know, the full publisher.
Mike Capuzzi [15:41]
Yeah. And you hit on a really key point, by the way, which is the ability to have basically print on demand. My first book in 2007. Steve, I had a buy for 3000. Con needs. Ouch. Because we had to get the price down. Yeah. Certain level. Yeah. And that’s a lot of books and boxes. Yeah. Thank God, I don’t have them anymore. Yeah, I mean, Amazon is great in that respect. And even when we print books, we only put them in batches of 100. And, you know, I always encourage our clients to try to book a day, just try to get a book out, you know, if you get a book out there every day, and the other books that we’re talking about, typically, we’re not even trying to sell them to make money. This is about getting it out in front of the ideal prospect for your law practice. So you want to give it away. But yeah, you can sell it, you can do a funnel, if you want, where you’re charging shipping or whatever, but you want it out there because these when they’re out there, Steve, if you think one a day, 365 a year, that’s not a lot. That’s like 365 soldiers out there fighting for your law practice, you know, maybe someone picks it up and reads it right away. Maybe they wait, maybe they give it to someone in their family or friend, but it’s out there, it’s not going to get thrown away, which is another key differentiation. Why a book is still so powerful.
Steve Fretzin [16:49]
Yeah, I agree. And it’s, it is a great, you know, business card versus a business card, right? I mean, you’re handing someone a book or you’re mailing someone a book, and then they open it up and see that you’ve, you know, signed it and written a nice little note in there. It really is, you know, kind of a game changer in some respects as it relates to not only your expertise, your perceived expertise, but then they read your book and they go oh, no, it’s not perceived anymore. This is an expert, he wrote a book and here it is. As a listener of this podcast, I hope you’ve learned some valuable lessons when it comes to not just managing your firm but helping you thrive. Practice Panther, the all in one legal practice management software is designed to help you do just that. It has powerful reporting that gives you real time feedback on the health of your firm and its finances. automated workflows that free up your schedule while keeping your cases on track, and tons of native feature like E signature and two way texting that keeps your clients happy and informed. With practice Panther you don’t have to do it all by yourself. Get a free demo with practice panther.com/v That lawyer to receive 10% off your first year.
Jordan Ostroff [17:56]
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Steve Fretzin [18:19]
Hey Steph, tell everyone what Moneypenny does for law firms
Stephanie Vaughn Jones [18:22]
where the call handling and live chat experts and Moneypenny receptionist can ensure that your calls are directed to the right person seamlessly saving you time and money. Steve, did you know that 69% of people don’t like to leave a voicemail.
Steve Fretzin [18:36]
I did not know that. That’s a lot of business going away right there. Let’s cut to the chase. What are you prepared to do for my listeners?
Stephanie Vaughn Jones [18:43]
We’re offering an exclusive two week free trial. If you’re interested in hearing more, you can call me directly on 470-534-8846. I mentioned that you’ve heard this ad on Steve’s podcast.
Steve Fretzin [18:56]
Very cool. Thanks. So let’s continue with this so so one way to market a book once you have it, is to use it as that business that kind of nice business card ended out validate that you’re, you know, the king of the castle, etc. What are some other things that that you help people with or that you know, happen to get the buzz of a book out to people can really kind of great, I took all this time to do it. And now Now what?
Mike Capuzzi [19:26]
Well, with your permission, I actually wrote a whole book on Amazon magic of free books. It gives you 51 ways to use a free book strategy in your law practice in your business now. I only share it now because I want to give your listeners a chance to get it for free, literally for free. They can read it online for free. Okay, within seconds of you know, going to the page. So in other city one way Steve, there are some really smart things like a local law practice can do. Now I told you we we work with a lot of lawyers so we actually have Instead of book funnels for lawyers, a book funnel is a, it’s a targeted web page, typically a single web page, very focused on the idea of the book. And they drive traffic to that either through Google or through Facebook, through newspaper ads, they literally run newspaper ads in your local community. These are books on Alzheimer’s disease and dementia. So these are elder care attorneys, in this particular example I’m giving you so if final allows people to get a printed copy of the book, I should have had a couple here to show I haven’t read here. But anyway, they can get a printed copy for free, they just have to pay a small shipping fee. It gets a little skin in the game. And then there’s a whole follow up marketing campaign after the book is sent out all that good stuff. So a book funnel is very smart. Another really smart strategies, like you said, using it as a business card. So when you’re at events, wherever you go, if you’re doing chambers, if you’re doing an event, you know, giving an out there, one of the things, Steve that I’ve seen work really, really well for lots of different mainstream business owners, which the digital marketers don’t have, is the ability to place your book into other local businesses where your prospects hang out. So for example, let’s talk about the dementia book, the dementia shook, they can be placed in elder care facilities, they can be placed in doctors offices, so you, the author, build a strategic network of people that you know, in your community that are just basically putting like a little stack of books on their, you know, in their office, it was a little note, hey, you know, if you know someone suffering from dementia, take a book break. Yeah, so this idea of having it literally placed in local businesses, where your clients hang out your potential clients, very smart strategy.
Steve Fretzin [21:47]
I mean, I’ve done this before, but sent books to the managing partner of law firms and said, Hey, here’s three books I’ve written back when I had three books, and you know, feel free to put them, you know, out for your, for your team. Right. So again, just sending them out to law firms that I know and some that I don’t try to, again, get some traction through that. What about, what about social media? Is there is there is there some key strategies to social media to get the word out to get people to buy the book or ask for it?
Mike Capuzzi [22:17]
Yeah, well, not being a huge social media person and pilot the best. But you know, listen, social media has no, it’s only a marketing media, right. So it’s no different than a podcast not that much different than direct mail. It’s just a different format. So I think the key thing, Steve, is the relationship you have. So it’s the relationship you have with whatever, you know, Instagram, Facebook, LinkedIn, you know, if you don’t have a tight relationship, if people aren’t following you, if people aren’t engaging with you, it’s going to be harder. But if they are, so for example, literally right, as we’re speaking right now, today, she’s not an attorney, but she’s in the health care weight loss space. She just wrote her first book, she wanted to write a ship. Now she has the potential to go with a traditional publisher. But I think her first book, this was a great experience. And she is now we worked hard, and we did it the legitimate way. But she’s now on Amazon, number one best seller for the print book, The Kindle book, manufacturer rankings on Amazon, as of today, our I’ve never seen numbers so high. And that is because of the relationships she’s cultivated. Because when she put the word after the book was available, people bought it. Yeah. Well, and I can help you take
Steve Fretzin [23:30]
it from 51 ways to 52 ways because I’m doing something on social media right now that I think is interesting. And I, you know, creatively, I enjoy marketing and coming up with ideas. So I’ve got 51 chapters in my book, but by the time, you know, we get to 51, I’ll already have you know, 60. But because I keep writing more chapters, even after the fact, but I’m giving away a chapter a week for 52 weeks, right? So it’s a link that goes to my website, where I’ve got those chapters, and I’m creating a video to explain the value of the chapter as we give it away. So there’s a video, there’s a link, there’s a giveaway takes people they can go to Amazon and buy the whole book. So that’s your 52 you can still
Mike Capuzzi [24:11]
actually and you know, it’s it’s smart for a lot of reasons. But one of the smart reasons is you’re now leveraging content you’ve already created. You don’t
Steve Fretzin [24:18]
have to it’s 52 posts that I now have that I didn’t have yesterday because I’m giving away a chapter a week.
Mike Capuzzi [24:26]
Yeah, that’s pretty cool, isn’t it? Okay.
Steve Fretzin [24:29]
All right. Well, we’ve just now you have to update your credit you 52 ways to market a free book. Okay. So we’ve got some good ideas here on the table.
Mike Capuzzi [24:40]
What ultimately, is the key to
Steve Fretzin [24:45]
someone like making a decision like to do a show like is it a financial commitment? Is it a is it a personal time commitment, like lawyers, that’s where they struggle, they struggle on spinning the box and they struggle on spending the time so what’s the what’s some of the things and help them get over that hump?
Mike Capuzzi [25:02]
Well, I think someone who wants to do a book, they just want to do a book, right? So there’s that this there is yes, they’re either deciding go do it this way or this way. Because it is it is time, money and energy investment. There’s no doubt, even if you do it yourself. But I think when someone knows they want to do a book for whatever reason, they have something really important to share, they have a really unique way of doing something in their law practice that no one else is doing a book would be a good way for that. Right? And they just want to do it. But man, it comes down to what’s the smartest way to do it? Is it hiring a ghostwriter? Is it writing themselves? Is it a short book or a long book? I mean, there’s, there’s decisions that have to be made. But I would say you just know, you know, either, you know, you you have to because it’s a smart thing to do to get more clients in or to help new clients or whatever it might be. Or you just have that innate, want to just be a book author. Yeah. Well, it’s work. I mean, you but you and I both Oh, yeah,
Steve Fretzin [25:59]
there’s no, there’s no easy look, anything that’s worthwhile is, is going to be work and effort. I mean, that’s, that’s just the reality, things don’t happen easily unless you’re in DesPlaines, Illinois, and you just got to, you know, billion dollar lotto ticket. But anyway, but he had a he had a work to go to this, you know, that that, you know, convenience store, so there was something I had to
Mike Capuzzi [26:19]
work out, he’s gonna have to work on spending a
Steve Fretzin [26:22]
lot of money. Holy mackerel. Alright. So I think I think we get a shock, we understand the value and how it could could what what says, like a quick example or story of someone that did a shock, and then used it the way you’re suggesting and like saw, you know, things really change? Well, again,
Mike Capuzzi [26:41]
we have a program for these elder law attorneys. So we have I work with someone like yourself, but she’s unique to the elder care space. So we have a program that we’ve done, we’re going into our fourth year with this program. So it’s pretty cool. You know, it ebbs and flows, who’s participating. But you know, we’ve got those particular lawyers who’ve done just some amazing things again, with a serve the reader first mentality in the eldercare with dementia services, Alzheimer’s, those people who are in need of family members are in need. It’s about getting good information. So that from just a purely like making an impact, with a lot of people with, you know, bringing people, client potential clients into the firm, that’s done very well. Specifically, he was at near your neck of the woods, he was in Michigan. But this idea I shared earlier about the strategic partners, I worked with a dentist, he was a client of mine for years. And then he finds out let’s do it, let’s do it shook. Unfortunately, like he died like a year after he published it. But anyway, as soon as it was done, Steve, the reason he did a show because he was one of these dentists that doesn’t use mercury. So that’s like, they call him a biological dentist. They don’t use mercury. They don’t use fluoride typically. There’s a lot of reasons why, but it’s a unique form of dentistry. So he wrote a book about this. And he went to other community places where people that are worried about their health, health food stores, yoga studios, gyms, chiropractors, again, people who are thinking about their health, put his book out there, he shook out their little display. And within the first month, Steve, of doing this, you got three new patients, which are worth a couple 1000 bucks each. Yeah, only because his book was out there. Someone saw it. And it was such a big idea that mercury is bad for your mouth. That, you know, they became patients.
Steve Fretzin [28:33]
Yeah, I mean, I was thinking how much mercury I can fit in my mouth and see if that’s, that’s healthy? Probably not. You probably you might want to read, you might want to read that book. Listen, man, good stuff. Let’s talk about your game changing book. It’s Simon Sinek. Is it snacker cynic and cynic, right? Yeah. And start with why. So why? Let’s start there
Mike Capuzzi [28:58]
are times it’s a great book, if you haven’t read it. I think it came Simon did a TEDx talk, I think and then he turned into a book, what I like about it for a lot of reasons. And it’s an easy read, which was part of that probably. But yeah, I think most business owners again, I come from the marketing world, and I think most business owners sort of are very haphazard in the way they market and promote their, their, their business. They’re not very strategic. And one of the smartest things whether you’re starting a book is like when you work with me, one of the first things we do is start with why it’s a little bit different. But we basically the same principle, you know, thinking about things before we do anything. So Simon in that book really says, you know, once you really think about why you do anything, and then articulate those reasons why as your marketing, why did you start your law firm? Why did you write this book? Why did you start a podcast and using that as a way of connecting with people at a deeper level, so highly recommended book
Steve Fretzin [30:04]
is really where people should start. Because if you start there, then everything flows from it. And it’s going to make a lot more sense than starting with, you know, how do I make the most money? Or how do I, you know, get to know these people or those people start with with that. And so I think that’s really brilliant. From a standpoint of, of next steps if people want to get in touch with you, if they want to grab your free 51 ways to market a free book. What how do they get in touch?
Mike Capuzzi [30:30]
Mike capozzi.com Bite Size books.com I know you put those links in there and yeah, actually leave with your permission. I’m gonna give him give him three show. Oh, no, three shucks year,
Steve Fretzin [30:40]
but it’s tough. Shucks.
Mike Capuzzi [30:42]
The magic is Shooks. Okay. The magic is, the magic is short books and the magic of books. I call this my magic kit. Okay, if they go to Mike huzi.com/magic. They just type their name and let you know, they heard you on your podcast. And I’ll email them a link where they can read all three of them right online, on their phone, on their pad or on their phone or whatever. It’s right there.
Steve Fretzin [31:08]
I think you’re doing what you’re teaching people to do. Is that accurate? There you go. Hi. All right, I’m picking up on I’m trying to think I’m a quick read. But okay, speaking of quick reads shucks, everybody all right, so Micah Puzey thank you so much for being on the show, man. This was fun and, you know, sharing your wisdom and giving people another option for how to do a book without the chili killing yourself. I was gonna say the heaviness there’s a heaviness to it. There’s like a, like a loathing of the effort and time and energy and you know, you’re taking that off. They’re taking that off their plate.
Mike Capuzzi [31:43]
Thank you, Steve. I appreciate I look forward to having you on my podcast. Yeah,
Steve Fretzin [31:46]
yeah, we’re gonna we’re gonna hook it up. Well, thanks again. I appreciate it, Mike. And listen, everybody. Thank you for spending some time with Mike and today. Lots of great takeaways, lots of great giveaways because he’s given away check out the show notes for those books. We’ll get some good content down there to grab them. And again, you know if it helps you to figure out a book for you or not, that’s great. And just keep in mind it’s all about being that lawyer someone who’s competent organized a skilled Rainmaker. That’s what it’s all about these days, everybody, take care be safe be well, we will talk again soon.
Thanks for listening to be that loyal, life changing strategies and resources for growing a successful law practice. Visit Steve’s website fretzin.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