“We’re dinosaurs, Brian,” said the 12-year lawyer in my office last week.
We were discussing the way we get cases as opposed to the way “they do it today.”
I never thought I would be called a dinosaur at 43, after 17 years in practice, but the tech hacks and non-practicing lawyers who claim to know how to build successful practices have tagged me one. They say I’m a “dying breed,” and that “lawyers like me” will be extinct very very very very soon. I try to pay attention to them, as those who have failed at law, or have never run a law practice but can predict the future of the profession with a keyboard from their kitchen table in some crap town are always worthy of my time. Unfortunately, I am usually interrupted by yet another new client calling my office.
So my colleague, the 12-year lawyer, says we’re dinosaurs. Neither of us pays an internet marketer, or buy lists of prospective “leads” to contact. Our way of getting cases isn’t as interesting. It’s usually: “Remember that guy I represented seven years ago on that thing? The referral came from him,” or, “Remember that lawyer we had that case against who we hated? He referred the client.” Our way took a while, but it was worth the long while.
Ask some “old” curmudgeon lawyer like me what “reputation management” is, and I will tell you it’s managing your reputation. It’s conducting yourself in a way that won’t cause you to have a “bad reputation,” or a “questionable reputation.” It’s about showing up to places on time, not chronically canceling, being honest, not looking like a slob, not filing documents that are nonsensical or full of typos, being professional with opposing counsel, being a zealous advocate in front of judges trying to silence you, and being asked to speak, write, and give opinions on important issues. That’s reputation management….