Transcripts
Welcome to the mesmerizing marketing podcast, where we take a deep dive
Speaker:into the latest marketing trends, tools, and tips, and provide you with
Speaker:the top resources you need to thrive and make your marketing mesmerizing.
Speaker:And now here's your host dimple.
Speaker:Dang.
Speaker:Hello, everyone.
Speaker:I'm so honored to be here today with Frederick penny.
Speaker:He is the founder of penny and associates, a personal injury law firm, and he's
Speaker:also a syndicated host of radio law talk.
Speaker:He has been featured in Forbes USA today, and many other publications.
Speaker:And he recently just launched his new book, which is called goose.
Speaker:Imagine the possibilities, which is a three part series
Speaker:about him going into the future.
Speaker:And talking about his life.
Speaker:So I'm so honored to have you on the show.
Speaker:Frederick, give an introduction to the audience and tell them a
Speaker:little bit more about yourself, Kim.
Speaker:I thanks for having me.
Speaker:I'm not quite sure who I am sometimes, but I'll try to tell who I am.
Speaker:I'm a, lawyer out of California.
Speaker:My name's Frederick penny with the law firm opinion associates.
Speaker:I am very entrepreneurial.
Speaker:I started as a lawyer.
Speaker:Built my practice built other businesses have a book by the
Speaker:name goose that just came out.
Speaker:And, we're excited about that.
Speaker:And I've built and a number of companies and worked on a
Speaker:number of things concerning entrepreneurialship and stuff like that.
Speaker:So that's the longest, I, I know you're supposed to have a
Speaker:normal spiel, but, and that was terrible, but I don't really care.
Speaker:That's just who I am.
Speaker:No, you're, you're all good.
Speaker:That's that's perfectly cool.
Speaker:We met on clubhouse and I follow you on social media and I see what
Speaker:you're up to and what you're doing.
Speaker:And one of the things I have observed is that you're really, really
Speaker:great at relationship building.
Speaker:And I feel like you have dialed that skill in as a part of who
Speaker:you are as a brand, like who your brand is, your personal brand.
Speaker:And.
Speaker:You know, I wanna talk about the power of building these relationships and how it
Speaker:really impacts business, how it's impacted business for your law firm, how it's
Speaker:taken you guys from, let's say whatever million to whatever million, because
Speaker:you have grown throughout the years.
Speaker:And of course it took hard work and it took a lot of, you know, effort
Speaker:and it also took a lot relationships, but I think people really need to
Speaker:understand how to make relationships.
Speaker:And I think you're the perfect person to talk to about that.
Speaker:And you also.
Speaker:A new book, a series that you've just released.
Speaker:And we were gonna dive into that a little bit later as well, but, you know,
Speaker:talk to us a little bit about the power of building meaningful relationships.
Speaker:that's a great question, dimple, and that is very important.
Speaker:People don't realize that that's one of the things I think that a lot of people
Speaker:miss in business and in life is you are not where you are, because what you did,
Speaker:not just you dimple, but I'm saying you, in general, you are where you are with
Speaker:other people helping you open the doors.
Speaker:Right?
Speaker:I've mentioned the story in the past to others that my law practice
Speaker:I started about 30 years ago, it would not have been a successful
Speaker:practice without the help of other.
Speaker:So I think those relationships are so important.
Speaker:So Frederick, I really wanna talk about the power of building
Speaker:meaningful relationships.
Speaker:What can you tell us about that?
Speaker:Cuz as I mentioned, you have done a phenomenal job of that.
Speaker:That's a great question.
Speaker:Dimple.
Speaker:I think that most people forget that part of business and forget
Speaker:that part of relationship and your personal relationships.
Speaker:Nobody gets where they are in life dimple without relationships.
Speaker:In fact, the doors I love when people say, well, I built this, I did this.
Speaker:I, no you didn't.
Speaker:It was multiple people that opened the doors for you that allowed you to do
Speaker:things cause in life and in business, especially there's doors that open and
Speaker:close and open and close, and you've gotta be able to have people there to open the
Speaker:doors for you and guide you down that.
Speaker:Okay.
Speaker:Really quick example.
Speaker:When I started my law practice, about 30 years ago, 31 years ago, whatever,
Speaker:whenever it was, there was an individual that was a large national law firm.
Speaker:He was the managing partner of a California division and he sent me all the
Speaker:crummy cases they didn't want and allowed me to take some cases to court and trial
Speaker:and build my practice if I didn't have.
Speaker:right.
Speaker:I wouldn't be able to build my practice from the beginning or people
Speaker:that referred to me or mention my name or taught good things about me.
Speaker:That's what it's all about.
Speaker:It's relationships and people, and that's what helps build your
Speaker:business and your life in general.
Speaker:So look, don't get me wrong.
Speaker:There's some people that aren't gonna like you, no matter what.
Speaker:I'm a lawyer.
Speaker:I, I get it.
Speaker:Some people don't like me and I'm like, I'm okay with that.
Speaker:I get it.
Speaker:I don't like lawyers too sometimes.
Speaker:So that's what I always say.
Speaker:It's like, okay, I get it.
Speaker:I, I get it.
Speaker:Yeah.
Speaker:But you need to do the best you can to build meaningful relationships
Speaker:in all aspects of your business.
Speaker:Yeah.
Speaker:And I've been watching you and I've, I've seen that you you've done that, you know,
Speaker:with a lot of people from clubhouse and.
Speaker:You're also a supporter and collaborator.
Speaker:Like I see you speaking at a lot of events.
Speaker:I see you traveling across the nation, shaking hands, giving hugs to people.
Speaker:And those are these relationships and people, you know, you're making
Speaker:memories with these people, right.
Speaker:And memories is something that people remember forever.
Speaker:That is like what bonds people together is when you're creating memories together.
Speaker:And you do that so well.
Speaker:And how has that impacted your business as well?
Speaker:And your bottom line, like these relationships.
Speaker:And when I say relationships, let's not confuse it with referrals, right?
Speaker:Every Laura's gonna be like, oh, I get referrals.
Speaker:I get referrals.
Speaker:Yes.
Speaker:We know you get referrals, but you better also be making relationships.
Speaker:You better also be working on your social media because referrals, what they were
Speaker:20 years ago are not what they are today.
Speaker:And it's a lot more competitive market out there, especially, you know, in personal
Speaker:injury, especially being in California.
Speaker:So what are your thoughts on all.
Speaker:Yeah, for sure.
Speaker:First of all, you better give back.
Speaker:If people are referring to you or helping you doesn't mean you
Speaker:have to hand them money, but you better be a person that gives back.
Speaker:Right?
Speaker:Yeah.
Speaker:And people don't love to help you out.
Speaker:I'm helping you as much as I can.
Speaker:If I'm helping you, helping you, helping you.
Speaker:And then it's human nature, right.
Speaker:If, if you don't respond back to me, Oh, you know, does she not like me?
Speaker:Does she not care about me?
Speaker:That's important.
Speaker:And it's not just looking at the referral.
Speaker:Like you said, you gotta be very careful in that.
Speaker:And there's a number of things that people don't don't understand.
Speaker:The first thing that, that they don't understand is, is you've got to.
Speaker:It's gotta be a mutual relationship where both parties benefit, right.
Speaker:That's just like a contract, like a, anything in life, both parties have to
Speaker:benefit and you don't do it just for that.
Speaker:I wanna benefit and you wanna benefit, but it's okay to know.
Speaker:I wanna meet people, get to know people so we can do business
Speaker:together so we can help one another.
Speaker:Right.
Speaker:It's just like a, like a chain, you know, holding the chain together.
Speaker:And then you get to know people which is really fun.
Speaker:It's just fun.
Speaker:Getting to know people from different countries, different places, you and.
Speaker:Dimple know people from all over the country from clubhouse.
Speaker:It's like, Hey, when you're in Europe next time, or you're in Australia
Speaker:or whatever New Zealand stop in.
Speaker:Well, guess what?
Speaker:I get to travel now and go anywhere.
Speaker:I want, I got friends, right?
Speaker:yes.
Speaker:Enjoyable.
Speaker:And that just helps your soul, right.
Speaker:That just helps your soul like dimple you and I have never sat at dinner together,
Speaker:but yet, like, we're really good friends.
Speaker:I'm saying we're good clubhouse friends.
Speaker:We've known each other.
Speaker:For a long time.
Speaker:Yes.
Speaker:And I, I see you as a friend.
Speaker:And so that's, that's the way the world is the world's virtual now.
Speaker:Right?
Speaker:You can't get a yes, but that's important because if I can help you
Speaker:with something, I'll try to help you.
Speaker:If you could help me, I'm sure.
Speaker:You'll try to help me.
Speaker:And that's the way the world works.
Speaker:And so, and it's fun.
Speaker:I always say, think of yourself and it's good for you to get to know these
Speaker:people, cuz they're gonna be a great relationship and not a relationship.
Speaker:They're gonna help you with little tidbits in life that even you've helped me with.
Speaker:I can't remember.
Speaker:I believe I can't remember the name of.
Speaker:But there was something you said on clubhouse one time that helped
Speaker:me, that I still use this day.
Speaker:It's that it's that app or whatever it is that answer the public answer that, yeah.
Speaker:Mm-hmm yes.
Speaker:I mean, dimple, that was a home run for me.
Speaker:Something that I was looking for to just that little quick tick butt
Speaker:you did that helped me build my practice and in my social media, bam.
Speaker:Home run.
Speaker:Thanks.
Speaker:Yeah.
Speaker:Well, that's great to know.
Speaker:I never knew that until now.
Speaker:Yes.
Speaker:So, Hey, you know, that's, that's good to know.
Speaker:And when it comes to asking for, for help, right?
Speaker:I think some people are good at it.
Speaker:They do it all the time.
Speaker:They might even overdo it and some people are very independent and they're
Speaker:not very good at asking for help.
Speaker:Right.
Speaker:So what advice do you have for people.
Speaker:Maybe they should be asking for, for more help so that they can grow and they can do
Speaker:all the things that you've been doing, but maybe it's not in their nature to do that.
Speaker:What advice would you give to them?
Speaker:That's a great, great question.
Speaker:And I keep saying great questions, cuz we have not gone over these
Speaker:questions beforehand, just so you know.
Speaker:No, we haven't.
Speaker:Let's wing it.
Speaker:She is nailing everything.
Speaker:Yeah.
Speaker:You're nailing everything that I wanna talk about.
Speaker:Yeah.
Speaker:And I don't like, and I don't like to write down questions.
Speaker:I could have, like, I've done that before, but you know what I like to go naturally.
Speaker:And one conversation leads to the next to the next and I'm a good interviewer.
Speaker:I'm not gonna lie.
Speaker:So I don't need, like, I don't need paper and you know, everything
Speaker:written down, it's all up here.
Speaker:It always has.
Speaker:You know?
Speaker:Sure.
Speaker:So what do you say to that?
Speaker:Yeah.
Speaker:Let me, lemme tell you about that.
Speaker:I get so many people that ask me to be a mentor for them.
Speaker:Think of how many people ask me, Fred you've built and helped me.
Speaker:Can you help me build mine?
Speaker:I don't have enough time in the day mm-hmm right.
Speaker:There's only one of you.
Speaker:There's only one.
Speaker:I know there's a few people that have got a little offended that I
Speaker:don't take the time to mentor them.
Speaker:I don't have the time.
Speaker:I wish I did.
Speaker:I mean, there's hundreds or are thousands that I could help, but there's only so
Speaker:much do to be very cognizant of those people's time that are your mentors.
Speaker:And when I was on the bottom of the realm, working my way up to build, I was very.
Speaker:Very careful not to overstay my questions or mentorship discussions with them
Speaker:because they're very busy and you just don't want to do that, please.
Speaker:That's the number one most important thing that I think you could learn as someone
Speaker:learning from others, cuz guess what?
Speaker:The next time, that person you, they're not gonna get back to you.
Speaker:And then not only that, that person knows a lot of people.
Speaker:And if you answer a question, they're gonna call you constant.
Speaker:Right.
Speaker:So I don't need to be negative, but I don't think that's brought up
Speaker:enough dimple that people have to understand that during the mentorship.
Speaker:Right.
Speaker:I have time enough time to talk to someone for five minutes.
Speaker:Maybe even then I can't even get to that.
Speaker:Right.
Speaker:Yeah.
Speaker:So, and five minutes for someone like you, five minutes is, is a lot of time.
Speaker:It really is considering how busy you are.
Speaker:You're not just sitting in one office, you've got offices, nation.
Speaker:You're traveling in your jet to different events, to different
Speaker:venues, to different clients, right?
Speaker:I mean, you are always on the go.
Speaker:So if you're giving someone five minutes of your time, they should
Speaker:actually be appreciative, right?
Speaker:The only way you could serve all these people is I'm gonna give you an idea is
Speaker:after you've got your books and all that.
Speaker:But if you want another project to work, You could set up like an
Speaker:online course in program where you're mentoring them through that, through
Speaker:your education of the life lessons and things that you've been through
Speaker:and they can join that community.
Speaker:How about I just say follow if you're a lawyer, just do it with dimple.
Speaker:You'll get it taken care of she's got it down.
Speaker:That's that's what I'm gonna say in all honesty.
Speaker:Well, as far as, yes, as far as marketing, send them to me, cause that's
Speaker:my expertise and that's what I do.
Speaker:So if you know anyone who needs help with marketing with social media, with
Speaker:launching a podcast, SEO websites, all.
Speaker:I do it all.
Speaker:We do it all.
Speaker:And you know, I've been working with lawyers for way too long.
Speaker:I don't even wanna say how many years cuz the people were like, how old are you?
Speaker:But you know, back in the days when I started with yellow
Speaker:pages and then yellow pages was transitioning to the internet, right.
Speaker:And it's the attorneys that back then even were like, you
Speaker:know, they saw the opportunity.
Speaker:They saw like, oh the.
Speaker:Okay.
Speaker:And they were open to it, but then there's some that are
Speaker:like, oh, I'm not a believer.
Speaker:I'm not a believer yet.
Speaker:Right.
Speaker:Let me tell you, let me tell you about another thing that that's
Speaker:important on that question.
Speaker:Study the person that you want to get mentorship from.
Speaker:You better understand and know that person.
Speaker:I recently had someone contact me that said, look, I wanna help you do a podcast.
Speaker:Did you know I have this?
Speaker:You got your own network.
Speaker:yeah.
Speaker:I said, did you know, I have the second largest.
Speaker:Radio show in the United States, a legal radio show, the second largest.
Speaker:Did you know that?
Speaker:And it's a, it's got its own podcast.
Speaker:it's like, so know your person by the way, a selfless plug radio law talk.com.
Speaker:Is, am I going on six years?
Speaker:My national radio show about everything law, but funny parts of the law.
Speaker:We talk about the latest Johnny Depp or what's going on in Hollywood
Speaker:and the legal issues behind it.
Speaker:And we have fun with it.
Speaker:So it's very entertaining.
Speaker:So well, I'm actually gonna post it in the legal podcast too, cuz
Speaker:I interviewed you for that cuz we didn't have enough time to talk about
Speaker:that, but is it on it's on apple?
Speaker:All that?
Speaker:Yeah, it's on all Spotify.
Speaker:Awesome.
Speaker:iHeart, apple, apples on all so awesome.
Speaker:But.
Speaker:But, yeah, we're I don't, I think we're hundreds of shows.
Speaker:I don't even know how many shows, but I think we're a hundred,
Speaker:115 to 150 stations carry me.
Speaker:And why?
Speaker:So, so speaking of podcasting, you know, Frederick speaking of podcasting,
Speaker:maybe this will be last question.
Speaker:I know you have another podcast to record, but what's the
Speaker:value of a podcasting, right?
Speaker:Because you have your own network, you know, we talked about this on
Speaker:the other show where you're buying everything, you're doing it, but
Speaker:obviously you see value because you're investing your time in it.
Speaker:Right.
Speaker:What is the benefit of podcasting?
Speaker:Okay.
Speaker:So we're not gonna have enough time to do that.
Speaker:My answer.
Speaker:do it, cuz you need to period, I'm gonna tell you the next, most important
Speaker:step of how to do it and what it's gonna help you lift it faster.
Speaker:Cause you know what.
Speaker:Everyone's it's obvious.
Speaker:Say, do a podcast, but what happens is, is people do podcasts and
Speaker:they've got one follower, right?
Speaker:Two followers.
Speaker:Nobody wants to listen to them because there's a sea of podcasts out there.
Speaker:Here's the answer you need to go to the local radio station that
Speaker:has, you know, Saturday, Sunday shows, and you need to buy an hour.
Speaker:If you have an hour podcast.
Speaker:By an hour.
Speaker:So you connect yourself with the station.
Speaker:It gives you credibility that your w B Z radio host doing law.
Speaker:And then yet you also have it out on a podcast.
Speaker:So that's how I started.
Speaker:I connected that way.
Speaker:The next thing you know, and I, by the way, I have a full time.
Speaker:Well, he's, he's independent, but he works does my stuff is an affiliates
Speaker:relations manager and he takes care of all the affiliates helps them talks.
Speaker:Gets them and that's not cheap by the way.
Speaker:It's not cheap.
Speaker:So that's how you do take your podcast that you wanna do dimple.
Speaker:You can teach 'em how to set that up and then connect it
Speaker:to your local radio station.
Speaker:And that gives you more credibility.
Speaker:And that's how I started.
Speaker:That is a great tip.
Speaker:And I haven't heard that one before, so thank you so much.
Speaker:And just really quickly give us a name of your book because they're
Speaker:gonna be linking it in the show notes.
Speaker:I'd love for everyone to, you know, check it out because there's three series and
Speaker:it just sounds like it's just an amazing, amazing, just the way that you were, you
Speaker:know, they can listen to the other podcast where you talk about it in more detail,
Speaker:but just give us a quick synopsis of the.
Speaker:The book is goose and endorsed by mark Victor Hanson, the number
Speaker:one New York times, best seller of chicken soup for the soul.
Speaker:And he helped collaborate with me on this.
Speaker:And I'm appreciative of him.
Speaker:This thing is phenomenal.
Speaker:I know it's my book, but he helped me write it too, cuz he's got the
Speaker:brains up here and it's a three part series and it's basically
Speaker:about it started the golden goose.
Speaker:But then they re shorten it to the goose.
Speaker:It's about how to build your golden goose.
Speaker:And it starts with my 75th birthday.
Speaker:I'm 59.
Speaker:So it puts me in the future book.
Speaker:Two takes you back to my foundation as a kid, how I grew up with
Speaker:nothing and built this thing.
Speaker:And then the third thing is the third book goes to how I built my businesses.
Speaker:And that's the trilogy just kinda like star wars.
Speaker:Right?
Speaker:I love.
Speaker:I love it.
Speaker:Thank you so much.
Speaker:We'll link everything in the show notes.
Speaker:Thank you for being a guest.
Speaker:I know you've gotta run, so thanks for your time.
Speaker:See ya.
Speaker:Thank you.
Speaker:Thank you for listening to the mesmerizing marketing podcast.
Speaker:If you found this episode valuable, please subscribe to the show.
Speaker:So you don't ever miss an episode and also share it with your friends.
Speaker:Dimple would be so grateful.
Speaker:If you could take a minute to leave a review.
Speaker:And visit the podcast website to check out all the latest episodes at
Speaker:www.mesmerizingmarketingpodcast.com.
Speaker:That's www.mesmerizingmarketingpodcast.com and follow dimple on clubhouse.
Speaker:Her handle is marketing expert and also.
Speaker:Join her mesmerizing marketing club, also on clubhouse for live rooms
Speaker:on top marketing strategies for entrepreneurs and business owners who
