There’s a misnomer in the legal world that building your “all-mighty” book of business requires a massive, time-consuming effort. Sure, throwing hundreds of hours at it every year works for some lawyers. But let’s be honest — most attorneys simply don’t have that kind of time or bandwidth. And chasing a giant origination number isn’t exactly inspiring.
So how do you grow a significant book of business without turning your life upside down? Let me offer a better, more natural path forward. Here are three simple but powerful ways to build your book with less stress and more consistency.
Key 1: Build The Right Mindset And Habits
When push comes to shove, most lawyers choose client work over business development. It’s familiar. It pays. And it feels productive. But this habit is exactly what causes BD to get delayed week after week, sometimes for years. Suddenly a decade has passed, and there’s little to show for it.
That’s where a mindset shift comes in. Instead of thinking you need long, uninterrupted hours to make progress, start with just five to 15 minutes a day. The key is to do it before diving into your client work. Block off 10 minutes between 7 a.m. and 9 a.m. and use that time to send an email, comment on others posts on LinkedIn, or post something yourself.
At this very moment, it’s Sunday at 8 a.m., and I’m writing this article. I’m practicing what I preach. If I had a teenager who listened to me, I’d give the same advice about homework — knock it out before doing the fun stuff. You, on the other hand, are a fully functioning adult, so you don’t have that excuse.
Now you might be thinking, “This sounds good, Steve, but I don’t know who to email or what to post.” That’s where the next key comes in.
Key 2: Create A Stupid-Simple Plan
You may have heard it before but “a failure to plan is plan to fail.” Let’s fix that right now. Grab a sheet of paper or open your laptop.
First, write down where your business has come from over the past few years. Think about current clients, referral partners, or people who responded to your content. For me, it’s been a steady mix of all three.
Next, pull together a list of 100 to 300 contacts from Outlook, LinkedIn, or wherever you keep your network. Sort them into three categories. Group A includes your strongest relationships and warmest opportunities. Group B is solid but not as hot. Group C has potential but needs nurturing.
Now, reach out to up to three people a day. Start with your A-list, which includes your best clients and top referral sources. These are the people who are most likely to hire you again or send you a lead. Send them a quick email to catch up, ask for a virtual coffee, or offer to connect them with someone in your network.
The third step in the plan is staying top of mind. This is where content and social media come into play. Share relevant news or updates and add your take. For example, I recently read an Above the Law article about the critical role lawyers play in protecting the rule of law. I posted about it on LinkedIn and shared my perspective. It got great engagement because it was timely and positive.
If content creation still feels fuzzy, check out the tutorial in the featured section of my LinkedIn profile. It’s only 17 minutes and lays out exactly how to build your brand on the platform.
Key 3: Be Consistent
Whether it’s weight loss, learning to play the piano, or business development, consistency is everything. Daily effort becomes habit. Habit becomes identity. That’s when things really start to happen.
Many of my clients start with just 30 minutes a week of outreach. Within a few months, they’re booking daily meetings and eventually building the practice of their dreams. The wins build on each other. One good meeting leads to another. Momentum creates more momentum.
If you struggle with staying on track, find a business development buddy. Join forces with someone who also wants to grow. Hop on Zoom together once a week for 30 minutes. Start by saying what you’ll each focus on, hit mute, do the work, then come back together and share your wins. It’s simple, and surprisingly effective.
There’s no one-size-fits-all path to becoming a better business developer. But if you cultivate the right mindset, keep a basic plan in motion, and stay consistent, you’ll see results. Business development doesn’t need to feel overwhelming or exhausting. It can truly become the most engaging and fun part of your legal career.
If you’re looking for more support, check out my BE THAT LAWYER podcast or grab a copy of my new bestselling book, BE THAT LAWYER: 101 Top Rainmakers’ Secrets to Growing a Successful Law Practice.
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/. Click on the “Let’s Talk” button here to schedule a free 30-minute session to discuss your law practice.
