In this episode, Steve Fretzin and Josh Schwadron discuss:Lawyers and advertising in the United States.How Mighty is changing the personal injury law world.Secrets of personal injury lawyers.Separating yourself from other law firms. Key Takeaways:Personal injury lawyers don’t compete on fees or on what they do, they compete on marketing and on who can scream the loudest and stand out.In personal injury, lawyers' incentives are misaligned with the incentives of their clients.It’s not about a race to the bottom, it’s about creating differentiated value to get more business.Be authentic in how you differentiate yourself. It’s not about the market tests, it’s about what you embody in your marketing, your service, and your culture. "Most industries are crowded, everybody looks very similar. And if there is something unique about you, that superpower actually should be translated into a benefit to the customer.." —  Josh Schwadron Eventbrite Invitation:https://www.eventbrite.com/e/be-that-lawyer-live-coaches-corner-tickets-473685655547 Episode References: Book: The Upside of Stress by Kelly McGonigal Connect with Josh Schwadron:  Website: https://www.mighty.com/Email: js@mighty.comLinkedIn: https://www.linkedin.com/in/schwadron/Twitter: https://twitter.com/joshuaschwadron Thank you to our Sponsors!Legalese Marketing: https://legaleasemarketing.com/Moneypenny: https://www.moneypenny.com/us/Practice Panther: https://www.practicepanther.com/ Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: The Ambitious Attorney: Your Guide to Doubling or Even Tripling Your Book of Business and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Show notes by Podcastologist Chelsea Taylor-Sturkie Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.