You’ve probably heard the saying “consistency is key” — but in legal marketing, it’s more than a cliché. It’s a strategy that can define the future of your practice.
In this recent “Be That Lawyer” episode, I sat down with Rafi Arbel to explore how consistent effort, smart system-building, and blending the personal with the digital can turn slow, steady effort into real business momentum.
Here’s what I learned from our conversation:
Persistence Beats Perfection
“A river cuts through rock not because of its power but because of its persistence.”
That’s how Rafi Arbel sees marketing, and it fits.
Success comes from consistent, repeated messaging across channels. Small, steady touches are what carve your place in the market.
AI Can Help You Follow Through
One of the most practical takeaways? Using AI tools to generate action items or follow-up emails.
Integrate this into your workflow so nothing slips through the cracks. Let tech do the heavy lifting, so you can stay focused on connection.
A Hard Lesson in Operations
Sometimes it takes a crisis to spark real change.
Rafi shared how losing a key employee, without any documented SOPs, forced his team to rethink everything.
Now they have daily huddles, clear responsibilities, and processes tracked in tools like ClickUp and SweetProcess. If you’re scaling your business, systems aren’t optional, they’re essential.
If you’re struggling to stand out or build momentum in your practice, this episode is for you.
It’s about showing up — day after day — with intention, strategy, and the tools to keep it all moving forward.
Listen to the full episode here.
Catch our latest “Be That Lawyer” episode here.
Steve Fretzin is a bestselling author, host of the BE THAT LAWYER Podcast, and business development coach exclusively for attorneys. Steve has committed his career to helping lawyers learn key growth skills not currently taught in law school. His clients soon become top rainmakers and credit Steve’s program and coaching for their success. He can be reached directly by email at [email protected]. Or you can easily find him on his website at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin.