Why Parr Brown Partner Bentley Tolk Began His Legal Podcast And Why You Should Subscribe To It
An experienced lawyer offers business development advice for law students and young lawyers.
Bentley Tolk
“Yes, was the start of my last jam / So here it is again, another def jam / But since I gave you all a little something that I knew you lacked / They still consider me a new jack.” — Public Enemy
Later this month, Parr Brown Gee & Loveless PC shareholder Bentley Tolk will launch the second season of his popular legal podcast, Legal Marketing Launch, which has twice been ranked #1 in the Technology category for audio podcasts in New & Noteworthy on iTunes. The show is downloaded on a daily basis all across the country and around the world. In episode 98, Tolk and I discussed various issues affecting diversity in the legal profession and how content marketing can benefit everyone.
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Whether you are a recent law school graduate or a cagey veteran, Legal Marketing Launch is focused on helping you expand your legal practice. The premise of the podcast is: Since law schools and law firms don’t teach law students and lawyers in an effective way (or much at all) about how to develop and market their legal practices within the context of a law firm, lawyers in law firms need to take individual initiative to learn how to develop their own, independent book of business within their law firms. Tolk’s hope is that his free podcast fills that need.
When you listen to his podcast, you will notice Tolk has quite a professional voice. Maybe this was developed from his days singing as part of the Harvard Krokodiloes, Harvard University’s oldest and finest a cappella singing group. Not only did he accompany the Krokodiloes to Europe and Asia on their 1988 Summer World Tour, but he made Krok history by getting down on one knee for a show-stopping marriage proposal to his then-girlfriend and now wife, Jenny Tolk, during the a capella group’s 1988 Valentine’s Day concert.
This week, I had the opportunity to reconnect with Bentley Tolk. From Tolk’s favorite podcast episodes to his business development and technology tips, I found our discussion very practical and learned quite a bit from him. I believe you will as well. Here is a (lightly edited and condensed) write-up of our conversation:
Renwei Chung (RC): What attracted you to the law and how did you choose the University of Chicago School of Law?
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Bentley Tolk (BT): I was attracted to law school because it seemed more academic than business school, and because I believed it would allow me to use research, writing and speaking skills. My wife and I applied to law school as a “package deal,” and the University of Chicago Law School was one of the fine law schools that accepted both of us. We were the only “married couple” in the first-year class.
RC: After 22 years of the legal practice, what motivated you to begin podcasting?
BT: I believe that audio podcasting is one of the best business development platforms for lawyers, because many potential clients don’t have time to sit at a computer to read or watch a lawyer’s content. Audio podcasting literally allows busy lawyers, clients and potential clients to listen to a lawyer’s content while multi-tasking.
Thus, if a lawyer would like to reach other lawyers or busy potential clients, the advantage of podcasting is that other lawyers or potential clients can listen and learn while commuting, exercising, getting ready for work, walking the dog, preparing for bed, or even brushing their teeth! As a business development tool, podcasting can be unmatched in that potential clients can hear a lawyer’s voice on a consistent basis, helping potential clients come to know, like and trust the lawyer. Articles, videos and speeches don’t allow lawyers the same convenience and consistency of contact with potential clients.
RC: For those who plan to produce their own podcast one day, what advice do you have for them?
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BT: First, choose several podcast topics that interest you. Second, use Google or some other source to research several topics that would be of interest to your target audience. Third, choose a topic that overlaps between your interests and those of your target audience. Fourth, invest in a paid course or courses from someone who is already podcasting.
Finally, once you have chosen your topic and have received some training, start the process of podcasting before you believe you are ready and before your product is “perfect.” Per the quote attributed to Reid Hoffman, the founder of LinkedIn, “If you are not embarrassed by the first version of your product, you’ve launched too late.”
RC: Who have been some of your most interesting or notable interviewees and why?
BT: Paul Anderson (episode 69) and Lindsey Zahn (episode 132) are good examples of lawyers who chose a narrow niche and became thought leaders in that niche through blogging early on in their legal careers: concussion litigation for Paul, and wine law for Lindsey. John Scannapieco (episode 49) explains how a lawyer can think big and create a thriving international practice, starting from square one.
Finally, Jordan Furlong (Episode 63) provides timely advice on how current and future trends in the legal profession should affect one’s business development strategies.
RC: Season I was absolutely fantastic for law firm marketing and client development tips and advice. For Season II, what can listeners expect to hear or learn about when they subscribe to your podcast?
BT: In my opinion, and due to the high quality of the interviewees, Season I contains one of the most comprehensive libraries in existence of cutting-edge business development ideas and motivation for lawyers.
Season II will include more of the same, along with an additional focus on (1) client development strategies from leaders in bar associations and special-interest groups in the legal profession; and (2) how third-year law students and new lawyers plan to build their legal practices.
Of course, Season II will continue the tradition of asking my interviewees their recommendation on what listeners should do over the next seven days in terms of business development, along with recommendations of a book and an internet resource for the listeners.
RC: What career or business development advice do you have for law school students and young lawyers?
BT: Law school doesn’t teach much about business or practice development. In the next seven days, I recommend that you:
(1) write down where you would like your individual legal practice to be within the next year, five years, and ten years, and post that document somewhere where you will look at it each day;
(2) taking into account what you wrote in step one, write a list of goals – for the next 12 months – for your individual law practice within your law firm;
(3) write down the weekly actions you will take to accomplish each of those goals over the next 12 months; and
(4) set up a system to hold yourself accountable on a weekly basis in working toward those goals. In the meantime, become a student of business development and implement the strategies you are learning, so as to help you reach your goals.
RC: It was great chatting with you. Is there anything else you would like to share with our audience?
BT: As you set business development goals for your practice, emphasize “content marketing.” In other words, find ways to provide high-quality, relevant, free content to your clients and potential clients on a consistent basis, whether through blogging, writing articles, speaking at conferences, etc. Find ways to become known as a “thought leader” in your area of practice.
RC: On behalf of everyone here at Above the Law, I would like to thank Bentley Tolk for sharing his experience and wisdom with our audience. We wish him continued success on the second season of Legal Marketing Launch.
For more business development ideas, please be sure to subscribe to Legal Marketing Launch. If diversity and inclusion in the legal profession is something you are also passionate about, check out Episode 98 — Diversity In The Legal Profession.
Renwei Chung is the Diversity Columnist at Above the Law. You can contact Renwei by email at projectrenwei@gmail.com, follow him on Twitter (@renweichung), or connect with him on LinkedIn.
