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Welcome to the mesmerizing marketing podcast, where we take a deep dive

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into the latest marketing trends, tools, and tips, and provide you with

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the top resources you need to thrive and make your marketing mesmerizing.

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And now here's your host dimple.

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Dang.

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Hello, everyone.

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I'm so honored to be here today with Frederick penny.

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He is the founder of penny and associates, a personal injury law firm, and he's

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also a syndicated host of radio law talk.

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He has been featured in Forbes USA today, and many other publications.

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And he recently just launched his new book, which is called goose.

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Imagine the possibilities, which is a three part series

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about him going into the future.

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And talking about his life.

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So I'm so honored to have you on the show.

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Frederick, give an introduction to the audience and tell them a

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little bit more about yourself, Kim.

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I thanks for having me.

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I'm not quite sure who I am sometimes, but I'll try to tell who I am.

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I'm a, lawyer out of California.

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My name's Frederick penny with the law firm opinion associates.

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I am very entrepreneurial.

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I started as a lawyer.

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Built my practice built other businesses have a book by the

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name goose that just came out.

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And, we're excited about that.

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And I've built and a number of companies and worked on a

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number of things concerning entrepreneurialship and stuff like that.

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So that's the longest, I, I know you're supposed to have a

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normal spiel, but, and that was terrible, but I don't really care.

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That's just who I am.

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No, you're, you're all good.

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That's that's perfectly cool.

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We met on clubhouse and I follow you on social media and I see what

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you're up to and what you're doing.

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And one of the things I have observed is that you're really, really

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great at relationship building.

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And I feel like you have dialed that skill in as a part of who

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you are as a brand, like who your brand is, your personal brand.

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And.

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You know, I wanna talk about the power of building these relationships and how it

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really impacts business, how it's impacted business for your law firm, how it's

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taken you guys from, let's say whatever million to whatever million, because

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you have grown throughout the years.

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And of course it took hard work and it took a lot of, you know, effort

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and it also took a lot relationships, but I think people really need to

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understand how to make relationships.

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And I think you're the perfect person to talk to about that.

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And you also.

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A new book, a series that you've just released.

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And we were gonna dive into that a little bit later as well, but, you know,

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talk to us a little bit about the power of building meaningful relationships.

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that's a great question, dimple, and that is very important.

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People don't realize that that's one of the things I think that a lot of people

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miss in business and in life is you are not where you are, because what you did,

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not just you dimple, but I'm saying you, in general, you are where you are with

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other people helping you open the doors.

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Right?

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I've mentioned the story in the past to others that my law practice

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I started about 30 years ago, it would not have been a successful

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practice without the help of other.

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So I think those relationships are so important.

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So Frederick, I really wanna talk about the power of building

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meaningful relationships.

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What can you tell us about that?

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Cuz as I mentioned, you have done a phenomenal job of that.

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That's a great question.

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Dimple.

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I think that most people forget that part of business and forget

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that part of relationship and your personal relationships.

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Nobody gets where they are in life dimple without relationships.

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In fact, the doors I love when people say, well, I built this, I did this.

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I, no you didn't.

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It was multiple people that opened the doors for you that allowed you to do

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things cause in life and in business, especially there's doors that open and

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close and open and close, and you've gotta be able to have people there to open the

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doors for you and guide you down that.

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Okay.

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Really quick example.

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When I started my law practice, about 30 years ago, 31 years ago, whatever,

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whenever it was, there was an individual that was a large national law firm.

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He was the managing partner of a California division and he sent me all the

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crummy cases they didn't want and allowed me to take some cases to court and trial

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and build my practice if I didn't have.

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right.

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I wouldn't be able to build my practice from the beginning or people

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that referred to me or mention my name or taught good things about me.

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That's what it's all about.

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It's relationships and people, and that's what helps build your

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business and your life in general.

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So look, don't get me wrong.

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There's some people that aren't gonna like you, no matter what.

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I'm a lawyer.

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I, I get it.

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Some people don't like me and I'm like, I'm okay with that.

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I get it.

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I don't like lawyers too sometimes.

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So that's what I always say.

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It's like, okay, I get it.

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I, I get it.

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Yeah.

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But you need to do the best you can to build meaningful relationships

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in all aspects of your business.

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Yeah.

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And I've been watching you and I've, I've seen that you you've done that, you know,

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with a lot of people from clubhouse and.

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You're also a supporter and collaborator.

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Like I see you speaking at a lot of events.

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I see you traveling across the nation, shaking hands, giving hugs to people.

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And those are these relationships and people, you know, you're making

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memories with these people, right.

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And memories is something that people remember forever.

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That is like what bonds people together is when you're creating memories together.

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And you do that so well.

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And how has that impacted your business as well?

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And your bottom line, like these relationships.

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And when I say relationships, let's not confuse it with referrals, right?

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Every Laura's gonna be like, oh, I get referrals.

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I get referrals.

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Yes.

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We know you get referrals, but you better also be making relationships.

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You better also be working on your social media because referrals, what they were

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20 years ago are not what they are today.

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And it's a lot more competitive market out there, especially, you know, in personal

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injury, especially being in California.

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So what are your thoughts on all.

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Yeah, for sure.

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First of all, you better give back.

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If people are referring to you or helping you doesn't mean you

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have to hand them money, but you better be a person that gives back.

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Right?

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Yeah.

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And people don't love to help you out.

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I'm helping you as much as I can.

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If I'm helping you, helping you, helping you.

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And then it's human nature, right.

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If, if you don't respond back to me, Oh, you know, does she not like me?

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Does she not care about me?

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That's important.

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And it's not just looking at the referral.

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Like you said, you gotta be very careful in that.

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And there's a number of things that people don't don't understand.

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The first thing that, that they don't understand is, is you've got to.

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It's gotta be a mutual relationship where both parties benefit, right.

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That's just like a contract, like a, anything in life, both parties have to

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benefit and you don't do it just for that.

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I wanna benefit and you wanna benefit, but it's okay to know.

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I wanna meet people, get to know people so we can do business

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together so we can help one another.

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Right.

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It's just like a, like a chain, you know, holding the chain together.

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And then you get to know people which is really fun.

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It's just fun.

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Getting to know people from different countries, different places, you and.

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Dimple know people from all over the country from clubhouse.

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It's like, Hey, when you're in Europe next time, or you're in Australia

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or whatever New Zealand stop in.

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Well, guess what?

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I get to travel now and go anywhere.

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I want, I got friends, right?

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yes.

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Enjoyable.

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And that just helps your soul, right.

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That just helps your soul like dimple you and I have never sat at dinner together,

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but yet, like, we're really good friends.

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I'm saying we're good clubhouse friends.

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We've known each other.

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For a long time.

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Yes.

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And I, I see you as a friend.

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And so that's, that's the way the world is the world's virtual now.

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Right?

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You can't get a yes, but that's important because if I can help you

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with something, I'll try to help you.

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If you could help me, I'm sure.

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You'll try to help me.

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And that's the way the world works.

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And so, and it's fun.

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I always say, think of yourself and it's good for you to get to know these

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people, cuz they're gonna be a great relationship and not a relationship.

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They're gonna help you with little tidbits in life that even you've helped me with.

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I can't remember.

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I believe I can't remember the name of.

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But there was something you said on clubhouse one time that helped

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me, that I still use this day.

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It's that it's that app or whatever it is that answer the public answer that, yeah.

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Mm-hmm yes.

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I mean, dimple, that was a home run for me.

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Something that I was looking for to just that little quick tick butt

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you did that helped me build my practice and in my social media, bam.

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Home run.

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Thanks.

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Yeah.

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Well, that's great to know.

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I never knew that until now.

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Yes.

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So, Hey, you know, that's, that's good to know.

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And when it comes to asking for, for help, right?

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I think some people are good at it.

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They do it all the time.

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They might even overdo it and some people are very independent and they're

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not very good at asking for help.

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Right.

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So what advice do you have for people.

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Maybe they should be asking for, for more help so that they can grow and they can do

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all the things that you've been doing, but maybe it's not in their nature to do that.

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What advice would you give to them?

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That's a great, great question.

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And I keep saying great questions, cuz we have not gone over these

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questions beforehand, just so you know.

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No, we haven't.

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Let's wing it.

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She is nailing everything.

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Yeah.

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You're nailing everything that I wanna talk about.

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Yeah.

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And I don't like, and I don't like to write down questions.

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I could have, like, I've done that before, but you know what I like to go naturally.

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And one conversation leads to the next to the next and I'm a good interviewer.

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I'm not gonna lie.

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So I don't need, like, I don't need paper and you know, everything

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written down, it's all up here.

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It always has.

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You know?

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Sure.

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So what do you say to that?

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Yeah.

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Let me, lemme tell you about that.

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I get so many people that ask me to be a mentor for them.

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Think of how many people ask me, Fred you've built and helped me.

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Can you help me build mine?

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I don't have enough time in the day mm-hmm right.

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There's only one of you.

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There's only one.

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I know there's a few people that have got a little offended that I

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don't take the time to mentor them.

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I don't have the time.

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I wish I did.

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I mean, there's hundreds or are thousands that I could help, but there's only so

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much do to be very cognizant of those people's time that are your mentors.

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And when I was on the bottom of the realm, working my way up to build, I was very.

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Very careful not to overstay my questions or mentorship discussions with them

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because they're very busy and you just don't want to do that, please.

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That's the number one most important thing that I think you could learn as someone

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learning from others, cuz guess what?

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The next time, that person you, they're not gonna get back to you.

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And then not only that, that person knows a lot of people.

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And if you answer a question, they're gonna call you constant.

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Right.

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So I don't need to be negative, but I don't think that's brought up

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enough dimple that people have to understand that during the mentorship.

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Right.

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I have time enough time to talk to someone for five minutes.

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Maybe even then I can't even get to that.

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Right.

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Yeah.

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So, and five minutes for someone like you, five minutes is, is a lot of time.

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It really is considering how busy you are.

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You're not just sitting in one office, you've got offices, nation.

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You're traveling in your jet to different events, to different

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venues, to different clients, right?

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I mean, you are always on the go.

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So if you're giving someone five minutes of your time, they should

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actually be appreciative, right?

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The only way you could serve all these people is I'm gonna give you an idea is

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after you've got your books and all that.

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But if you want another project to work, You could set up like an

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online course in program where you're mentoring them through that, through

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your education of the life lessons and things that you've been through

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and they can join that community.

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How about I just say follow if you're a lawyer, just do it with dimple.

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You'll get it taken care of she's got it down.

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That's that's what I'm gonna say in all honesty.

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Well, as far as, yes, as far as marketing, send them to me, cause that's

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my expertise and that's what I do.

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So if you know anyone who needs help with marketing with social media, with

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launching a podcast, SEO websites, all.

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I do it all.

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We do it all.

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And you know, I've been working with lawyers for way too long.

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I don't even wanna say how many years cuz the people were like, how old are you?

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But you know, back in the days when I started with yellow

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pages and then yellow pages was transitioning to the internet, right.

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And it's the attorneys that back then even were like, you

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know, they saw the opportunity.

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They saw like, oh the.

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Okay.

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And they were open to it, but then there's some that are

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like, oh, I'm not a believer.

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I'm not a believer yet.

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Right.

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Let me tell you, let me tell you about another thing that that's

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important on that question.

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Study the person that you want to get mentorship from.

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You better understand and know that person.

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I recently had someone contact me that said, look, I wanna help you do a podcast.

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Did you know I have this?

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You got your own network.

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yeah.

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I said, did you know, I have the second largest.

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Radio show in the United States, a legal radio show, the second largest.

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Did you know that?

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And it's a, it's got its own podcast.

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it's like, so know your person by the way, a selfless plug radio law talk.com.

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Is, am I going on six years?

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My national radio show about everything law, but funny parts of the law.

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We talk about the latest Johnny Depp or what's going on in Hollywood

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and the legal issues behind it.

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And we have fun with it.

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So it's very entertaining.

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So well, I'm actually gonna post it in the legal podcast too, cuz

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I interviewed you for that cuz we didn't have enough time to talk about

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that, but is it on it's on apple?

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All that?

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Yeah, it's on all Spotify.

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Awesome.

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iHeart, apple, apples on all so awesome.

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But.

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But, yeah, we're I don't, I think we're hundreds of shows.

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I don't even know how many shows, but I think we're a hundred,

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115 to 150 stations carry me.

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And why?

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So, so speaking of podcasting, you know, Frederick speaking of podcasting,

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maybe this will be last question.

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I know you have another podcast to record, but what's the

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value of a podcasting, right?

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Because you have your own network, you know, we talked about this on

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the other show where you're buying everything, you're doing it, but

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obviously you see value because you're investing your time in it.

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Right.

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What is the benefit of podcasting?

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Okay.

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So we're not gonna have enough time to do that.

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My answer.

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do it, cuz you need to period, I'm gonna tell you the next, most important

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step of how to do it and what it's gonna help you lift it faster.

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Cause you know what.

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Everyone's it's obvious.

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Say, do a podcast, but what happens is, is people do podcasts and

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they've got one follower, right?

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Two followers.

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Nobody wants to listen to them because there's a sea of podcasts out there.

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Here's the answer you need to go to the local radio station that

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has, you know, Saturday, Sunday shows, and you need to buy an hour.

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If you have an hour podcast.

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By an hour.

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So you connect yourself with the station.

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It gives you credibility that your w B Z radio host doing law.

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And then yet you also have it out on a podcast.

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So that's how I started.

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I connected that way.

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The next thing you know, and I, by the way, I have a full time.

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Well, he's, he's independent, but he works does my stuff is an affiliates

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relations manager and he takes care of all the affiliates helps them talks.

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Gets them and that's not cheap by the way.

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It's not cheap.

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So that's how you do take your podcast that you wanna do dimple.

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You can teach 'em how to set that up and then connect it

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to your local radio station.

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And that gives you more credibility.

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And that's how I started.

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That is a great tip.

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And I haven't heard that one before, so thank you so much.

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And just really quickly give us a name of your book because they're

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gonna be linking it in the show notes.

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I'd love for everyone to, you know, check it out because there's three series and

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it just sounds like it's just an amazing, amazing, just the way that you were, you

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know, they can listen to the other podcast where you talk about it in more detail,

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but just give us a quick synopsis of the.

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The book is goose and endorsed by mark Victor Hanson, the number

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one New York times, best seller of chicken soup for the soul.

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And he helped collaborate with me on this.

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And I'm appreciative of him.

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This thing is phenomenal.

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I know it's my book, but he helped me write it too, cuz he's got the

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brains up here and it's a three part series and it's basically

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about it started the golden goose.

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But then they re shorten it to the goose.

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It's about how to build your golden goose.

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And it starts with my 75th birthday.

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I'm 59.

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So it puts me in the future book.

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Two takes you back to my foundation as a kid, how I grew up with

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nothing and built this thing.

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And then the third thing is the third book goes to how I built my businesses.

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And that's the trilogy just kinda like star wars.

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Right?

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I love.

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I love it.

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Thank you so much.

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We'll link everything in the show notes.

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Thank you for being a guest.

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I know you've gotta run, so thanks for your time.

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See ya.

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Thank you.

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And visit the podcast website to check out all the latest episodes at

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Speaker: 00:16:37

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Speaker: 00:16:46

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