So I’m just sitting around with Elie when my phone informs me that I’ve been denounced by the Boston Bar Association. Apparently, they took offense to my post from a couple weeks ago about the new ad campaign by Suffolk Law. The headline was: This Law School Is Looking For The Dumbest Possible Students. Catchy right?
And I thought accurate because the ad tries to sell Suffolk Law on the grounds that it produced more Massachusetts state judges than Yale, Harvard, and Columbia. Which is such a no-brainer that anyone falling for it would have to be equally lacking.
Now the Boston Bar is cross with me. But their critique rests on such a profound misunderstanding of my point that I have to wonder if there’s just something in the dirty water up there…
Soon after I started my solo practice, I realized that I needed to develop and execute a plan for getting new clients. At first, I did it the old-fashioned way: networking, joining organizations, giving elevator speeches, passing out business cards, and doing contract work for other attorneys. This method took time and cost money and it didn’t work to the extent I had hoped. So I asked a few colleagues whether I should hire someone to help me improve my business.
I received the names of consultants, SEO experts, and coaches. Someone even suggested I talk to Tony Robbins. Some people swore by them while others said that the “advice” they provided was a bunch of hooey and can be found on the internet or at the library for free.
Over the last few years, I have become very skeptical of business development professionals (sometimes known as “marketeers”) who claim that they know the “secret technique” for improving my solo practice. A number of them are lawyers or ex-lawyers who — for one reason or another — decided to go into consulting and coaching. Also, some of these “experts” have questionable backgrounds and may not understand the professional rules that we lawyers have to follow.
I should point out that the purpose of this post is not to badmouth any particular person or the legal business development industry. This guy covered that already. But click onwards to find out the reasons for my skepticism and my thoughts on when it might make sense to retain a business development professional….
When law schools face double-digit declines in admissions, it’s time for a slick ad campaign to bring in more students. When traditionally lower-ranked law schools face double-digit declines in admissions, it’s time for a slick ad campaign to bring in low-hanging mouthbreathers to subsidize the rest of the school.
Such is the case for one school that plastered a new series of posters around town hoping to draw in new students to fill their ranks.
A new ad that requires the prospective student to suffer a severe lack of reading comprehension and critical thinking….
Remember when that law professor declared herself a sociopath? She went off on how the law generally, and trial law specifically, was a sociopath’s dream. Elie was quick to question whether or not pitch warfare was really a sociopath’s dream and trial law a mere waste of talents.
No, this isn’t another Reema Bajaj story, though she might have benefitted from this law firm’s marketing strategy. There’s a fine line between selecting a catchy firm image and becoming fodder for this site’s mockery. This firm is dancing on that line.
On the other hand, you’ll never forget this lawyer’s web address…
The New York Times lost 80 million home page visitors—half the traffic to the nytimes.com page—in the last two years.
Likewise, traffic to law firm website home pages is down almost 20 percent in the last year. Only 39 percent of law firm traffic now enters through the home page per a study conducted by law firm website developers Great Jakes.
Law firms list their websites in online and offline directories. The home page URL is included on emails, business cards and social media profiles. Search engine optimization tactics are used to draw traffic to the firm’s home page. Website navigation schemas are developed to get users to browse from the home page to industries, areas of the law, about the firm, the people, office locations and articles.
The problem is that people no longer browse pages on a website by going through home pages. They’re coming from Twitter, Facebook, LinkedIn, blogs, Google+ and Google searches to visit specific content within the site….
No doubt divorce can be a messy game. Hurt feelings, name-calling, emotional tug-of-war on impressionable children, and a pitched battle for financial security are all par for the course. Divorce attorneys are thus often the most combative of the already combative breed of lawyers. It’s how you end up with lawyers telling the other side that they plan to anally rape them.
But usually divorce attorneys steep their public persona in platitudes about “fighting for you,” saving the nasty “anal rape” stuff for behind closed doors.
But this attorney has a different approach, putting out a TV commercial that riffs on every awful stereotype of women ever, to appeal to the jilted husbands of the world….
As has been discussed ad nauseam, it’s a tough time to be a lawyer right now. The legal industry is in a rut and the economy continues to limp along. With the flood of lawyers that have been forced to hang their shingle over the past few years, there has been increased competition for clients. This has led to some fairly cutthroat competition in the world of attorney advertising.
Many types of practice don’t advertise. Or rather, their advertising is of the tried-and-true “display expertise” variety. Write articles for your bar association magazine, speak at clients’ industry events, join boards and committees. Not so much talking about yourself, but showing that you are active and engaged in the legal industry. Let your reputation speak for itself; let others talk about you. Develop a reputation, not a brand.
But building a reputation is hard. Developing a brand is expensive. Wouldn’t it be easier if you could just mooch off of someone else’s hard work or money? Such was the proposition to New York attorney (and occasional ATL writer) Eric Turkewitz this past week…
Ever wonder what that kid from the Sixth Sense would have been when he grew up? Seeing dead people could really get in the way of most careers. It turns out we have the perfect career for him: lawyer. It’s probably time for a sequel.
Because there’s a guy out there right now using his J.D. to be a psychic. I guess more technically, the subject of this story is a medium, meaning he does less predicting the future (convenient) and more communicating with the spirits of the departed. Or taking advantage of a bunch of vulnerable and bereaved people with easily understood cold reading techniques. But who am I to crash the party with science?
Billing himself as The Psychic Lawyer®, he supplements his career as “a successful attorney and certified mediator, licensed to practice law in Florida, Washington D.C., and before the United States Supreme Court” by telling people what they want to hear the spirits of their loved ones have to say.
Being a medium is one thing. But why advertise that you’re also a lawyer? Aren’t you just tanking your credibility in both fields?
If you are considering a virtual law practice, you know that many of today’s solo firms started that way. But why are established, multi-attorney law firms going virtual?
Many small firms are successfully moving part—or even all—of their practice to a virtual setting. This even includes multi-jurisdictional practice spanning several states and practice areas, although solo and small partnerships are still the largest adopters of virtual law.
Can you do the same? The new article Mobile in Practice, Virtual by Design from author Jared Correia, Esq., explores how mobile technology bring real-life benefits to a small law firm. Read this new article—the next in Thomson Reuters’ Independent Thinking series for small firms—to explore how a mobile practice:
Reduces malpractice risk
Enables you to gather the best attorneys to fit the firm, regardless of each person’s geographic location
Leverages mobile devices and cloud technology to enable on-the-spot client and prospect communication
Transitioning in-house is something many (if not most) firm lawyers find themselves considering at some point. For many, it’s the first step in their career that isn’t simply a function of picking the best option available based on a ranking system.
Unknown territory feels high-risk, and can have the effect of steering many of us towards the well-greased channels into large, established companies.
For those who may be open to something more entrepreneurial, there is far less information available. No recruiter is calling every week with offers and details.
In sponsorship with Betterment, ATL and David Lat will moderate a panel about life in-house and we’ll hear from GCs at Birchbox, Gawker Media, Squarespace, Bonobos, and Betterment. Drinks, snacks, networking, and a great time guaranteed. Invite your colleagues, but RSVP fast, as space is limited.
Ed. note: The Asia Chronicles column is authored by Kinney Recruiting. Kinney has made more placements of U.S. associates, counsels and partners in Asia than any other recruiting firm in each of the past seven years. You can reach them by email: firstname.lastname@example.org.
It’s that time of year again when JDs are starting to apply for 2L summer jobs and 2L summers are deciding which practice area to focus on.
For those JDs with an interest in potentially lateraling to or transferring to Asia in the future, please feel free to reach out to Kinney for advice on firm choices, interviewing and practice choices, relating to future marketability in Asia, or for a general discussion on your particular Asia markets of interest. This is of course a free of cost service for those who some years in the future may be our future industry contacts or perhaps even clients.
For some years now Kinney’s Asia head, Evan Jowers, has been formally advising Harvard Law students with such questions, as the Asia expert in Harvard Law’s “Ask The Experts Market Program” each summer and fall, with podcasts and scheduled phone calls. This has been an enjoyable and productive experience for all involved.