Legal Ease Blog

Do Something! Get a Life

The inaugural Get a Life.™ Conference is fast approaching - only a little more than a week away, the conference, hosted by the Total Practice Management Association is being held on May 27-28 at the Hyatt Regency in Chicago. 

Whether you are a firm associate looking for a job, a small firm owner or a law school student interested in a solo career, you will benefit from hands-on training and valuable resources you can use to find better work-life balance, and arm you with the business knowledge and operational insight you need to succeed at solo and small firm ownership.

I am looking forward to my participation in the conference. I'll be speaking on Thursday, May 28 at 9:30 a.m., and my topic is, "Billing 101: Fees, Finance and the Bottom Line." Other speakers will lead interactive sessions focusing on client relations, marketing, staff support, outsourcing, technology, office infrastructure and expansion, among other topics. 

Make sure to check out the GAL website for a complete list of top tier speakers, events, a full agenda and current pricing.

If you're interested in attending the conference, you may even be able to forget about pricing --

I have been extended 10 Free Seats for regular attendance. To take advantage of this offer, please visit www.TotalPMA.org and register for the ‘Complimentary’ attendance. When asked, enter in my code ‘SHIELDSVIP’. Additional events may be purchased separately.

*Even if you don't get one of the 10 free seats, you may be eligible for Total PMA’s GAL scholarship program which provides full conference tuition to unemployed but actively looking law firm associates.  As an added plus, all GAL registrants receive free one-year Total PMA membership. Candidates can read the eligibility requirements and download the application at http://www.totalpma.org/events/get-a-life-2009/scholarship-application.pdf. Total PMA will accept applications now through May 22nd at 5:00pm CST and announce the recipients via email and on its Get a Life. ™ Conference website by May 25th, 2009 at 5:00pm CST.

Do Something! Attend the Total PMA "Get a Life" (TM) Conference

I'll be participating in the Total PMA's "Get a Life" (TM) Conference next month,  Wednesday, May 27 and Thursday, May 28, 2009 in Chicago. I'm honored to have been asked to participate in the conference, which will focus on ways attorneys can create a successful law practice without losing themselves in the process. 

"Work-life balance" has been a big issue for lawyers in the past several years, and this conference will provide attendees with specific tips, tools and techniques from some of the leading experts in the legal world. 

Speakers who will be presenting at the conference include Gerry Riskin of Edge International, Kevin O'Keefe of LexBlog, Nancy Roberts Linder of Nancy Roberts Linder Consulting, Larry Bodine of Larry Bodine Marketing, Stephen Fairley of the Rainmaker Institute, and Alexis Martin Neely of Law Business Revolution, among others.

Topics that will be covered at the conference include:

• The importance of work/life balance;

• Creating and maintaining professional online relationships;

• The use of blogging and social media to enhance your practice;

• Building effective business development plans;

• Achieving fast, effective results from your marketing efforts;

• Effective and innovative billing practices;

• Getting the most of out on-demand document management;

• Insights on outsourcing;

And more.

In addition to the conference sessions themselves, there will be networking opportunities and great social events.

I'm looking forward to the conference, and I hope that you'll be able to join me. For a two day conference with this many great speakers, the Get a Life (TM) conference is already a great value -- but here's an insider's tip for Legal Ease blog readers:

You can get 25% off of the registration fee for the program here:

Link:  http://www.gifttool.com/registrar/ShowEventDetails?ID=1789&EID=4032

Promo Code: Enter INSIDER upon check-out

Want more information? Check out the Total PMA Get A Life (TM) Conference site.

Do Something! Get noticed online with JD Supra

Gina F. Rubel has finished her final blog post in her "Social Media for Lawyers" series on The Legal Intelligencer blog. I recommend that you read (and bookmark) the entire series. If nothing else, ABA Techshow has reinforced that lawyers who want to compete in today's legal market need to be flexible and take advantage of the technology available to them. Richard Susskind, yesterday's keynote speaker, went as far as saying that social media is going to become the next email - in other words, a daily essential.

The last post in Rubel's series focuses on JD Supra, which has been described as the place where "what you know connects with who you know." Rubel's article does an excellent job of showcasing JD Supra's advantages for lawyers and the opportunities presented to lawyers who contribute to the site. One of the huge advantages: you post your content once on JD Supra, but it doesn't just sit there. JD Supra pushes that content out in various ways to targeted groups. In essence, posting a profile and contributing content to JD Supra gets you free PR directy to the individuals and groups most interested in your arear of law.

The best way to market your law practice is by demonstrating your expertise. That's tough to do with new or potential clients, but JD Supra provides lawyers with a way that clients, strategic alliances, referral sources and others can 'sample' a lawyer's work by viewing work product, articles, etc. contributed by a lawyer or firm to JD Supra's site.

If you do one thing to market your practice this month, make it JD Supra.

Do Something! Request an introduction

If you're being strategic about your practice, you've probably identified potential clients, strategic alliances, referral sources or individuals that you'd love to meet. Maybe you don't know the name of an individual, but would like to gain entrance to an association, industry or business. What should you do?

Request an introduction!

1. Be very clear about who it is you want to meet, even if you don't have a name. Is your best connection the CEO or the COO? Do you want to meet the publication's editor or a reporter that covers a specific beat?

2. Identify your value proposition - what can you offer that is of value to your target? How would meeting you benefit them? Which concerns can you address? Which discussions can you contribute to?

3. Once you've found a connection within your network, request an introduction. Be specific about why you want the introduction and what you think you can offer that is of value. Focus on the value you can provide, rather than what you want to get out of the relationship.

4. Make it easy for others to make connections for you or introduce you by articulating what kind of introduction you would like - are you looking for a 'cyber-introduction' just to warm up your initial email or telephone call? Do you want to schedule a meeting? Would you like your connection to attend the meeting as well? Do you have a specific time frame in mind? How much information do you want the person making the introduction to provide?

5. Make the person who made the introduction look good - follow up and be sure to provide the value you promised; look for opportunities to compliment the person who made the introduction or to highlight their value

6. Thank your connections/referral sources regularly

For more about making connections on line, see Tips for Making Connections on Social Networking Sites

Do Something! Make the most of your online profile

Twitter, LinkedIn, Justia, Avvo, Plaxo, Facebook, websites, blogs, and on and on - it's practically impossible to keep track of it all, let alone use these tools effectively. And suddenly it seems that every time I turn around, there's another presentation, class, lecture, or article about social networking. I've attended several of these, and I haven't always been impressed with what has been presented. The difficulty, at least in part, is that new online opportunities arise quickly and lawyers in general are not known to be 'early adopters.' That means that in any given audience, there is likely to be a big disparity in familiarity with any given platform. 

This post isn't meant to address any one of these platforms specifically, but rather to give some general hints about maximizing your online presence in whichever area you choose. Since the purpose of joining most of these sites is to get business, either directly or through referrals, keep in mind that 'client' below can refer to referral sources or other connections as well as clients.

5 Ways to Make the Most of Your Online Profile

Use the words your clients use - I call this "speaking your clients' language." If your profile is filled with legalese and jargon, you create more distance between you and your audience. If your goal is to create an online presence to demonstrate your expertise, to show potential clients that you understand their problems and can help them, you want them to feel like they know you. (Remember: people do business with people they know, like and trust.) The best way to do that is to speak to them in a way that they can understand.

Include a photograph - Nobody cares what you look like, but people remember faces more than they remember names. Your clients are going to meet you eventually (in most cases), so there's no reason to hide. Seeing a person's face helps to establish a connection and helps them to feel that they know you (see above). Make sure that the photograph you use is recent and of good quality. If you're posting a photo on a professional profile, that photograph should reflect the professional persona you want clients to identify with. People are used to seeing photos, particularly on line. If you don't have a photograph, clients may feel that something is missing or that you're hiding something. Invest in a good photograph.

Show, don't tell - The more that you can demonstrate your experience and knowledge, the better. Use stories, case studies or short descriptions, rather than just saying what area you practice in. For example, rather than 'commercial real estate lawyer,' you might say that you negotiate leases for businesses.

Be as complete as possible - Fill in something in every section of the profile that you possibly can. List all of your previous employment positions, even if they aren't directly related to what you do now - you never know what small fact in your profile might get you found or trigger an association with someone searching the site. Make note of areas that you can't fill in - for example, if there are areas for speaking engagements or articles and you don't have that experience, add those items to your marketing and business development plan.

Participate - The online world isn't so different from the virtual one. The more you participate, the more visible you'll be and the more people wil get to know you. Participating also allows you to demonstrate your expertise - to the extent that the ethical rules of your jurisdiction will allow. Of course, you need to be mindful of creating inadvertent attorney-client relationships and include all appropriate disclaimers, but joining discussions or answering questions relevant to your area of expertise, posting documents and articles, linking to resources (including your own website, blog, etc.) will all help to demonstrate your knowledge and to help visitors get to know you.

What Do You Know About Your Malpractice Coverage? Do Something! Review your Malpractice policy

In my last post, I asked you to give me your input on what changes you'd like to see in your malpractice coverage. If you haven't already given me your input, please leave a comment or email me.

This post will address some things every lawyer should know about their malpractice coverage. If you're unsure of the terms of your policy or what they mean, I encourage you to speak to an attorney or insurance professional.

Is your malpractice policy a claims made policy? Claims made policies cover claims which are made during the policy period. This differs from an occurrence policy which covers any claim that was made as a result of an occurrence (i.e. the alleged malpractice) that took place when the policy was in effect.

Most homeowners and car insurance policies are occurrence policies, and those are the policies with which most people are familiar. But claims made policies are common for malpractice. If your policy is a claims made policy, once you become aware of a potential problem or claim, it is imperative to advise the insurer immediately. Failure to advise the insurer may mean a loss of coverage.

Does your policy have a prior acts date? This date may limit the claims covered by your policy even if the law firm becomse aware of the claim during the policy period. If the alleged malpractice occurred before the prior acts date, it won't be covered. If your policy contains such a provision, you will need to determine whether the date involves the whole firm or specific lawyers.

Do you have 'tail' coverage? This is important if you are switching carriers and don't have prior acts coverage with the new policy.

What are the exclusions to your policy? Doing work for free for friends or family? Taking on work in a new practice area that hasn't been previously disclosed to your malpractice carrier? Check your policy to see whether these items are covered under your policy.Does the policy you're purchasing cover all of your practice without exclusions for particular cases or practice areas? Does your policy's definition of professional services fit your firm and what it does?

Are you covered for all claims of malpractice, including those instituted as a result of a collections claim? An oft-cited reason why malpractice insurers don't like their policyholders to institute collections claims for unpaid fees is that the client often retaliates by instituting a malpractice claim. Sometimes those claims result in scrutiny of your billing procedures or the clarity of your communications with clients about your fee structure.

Are you covered for other activities related to your law practice, such as a real estate lawyer acting as a title agent, or any lawyer acting as a member of a board or bar association?

How much do you know about your malpractice carrier? Don't choose a malpractice carrier based upon price/premiums alone. Is your insurer reliable and experienced?

Will you will have the opportunity to choose or approve counsel should a claim be made against you? Your policy may give your malpractice insurer the exclusiver right to choose the attorney or firm that will represent you.

Are your policy limits sufficient? what is the size of the potential judgment or value of the typical case or transaction being handled by the firm? If the numbers are high, you might want to consider higher limits. Consider the firm's assets to ensure that you're sufficiently protected.

Are your defense costs  and expenses outside of the policy limits or included? Determine whether your policy limits include defense costs as well as liability limits. Review your deductible and be sure you know what it applies to - expenses or indemnity or both?

Having a malpractice policy isn't enough - make sure you know what that policy covers and where you may be vulnerable.

Holiday Networking Time Has Arrived Again - Do Something! Network Effectively

Last week at a meeting of one of my networking groups, a question was posed about what changes we've seen in networking as a result of the current economic slowdown. Many people in the room - all of whom were active 'networkers' - stressed the importance of networking in general, but particularly when the economy is slow. In a difficult economic climate, it's more important than ever to maintain your existing relationships and continue building new ones.

Others pointed out that those seeking to cut costs should avoid making the mistake of cutting their marketing budgets to the bone and eliminating or cutting back on networking and related expenses. History has shown that those who cut their marketing efforts - particularly where those efforts revolve around creating and maintaining relationships - are the ones who fail to survive the slowdown, or who are behind the curve when the economy picks up.

I have noticed some new faces at the events and activities I've attended over the past several months and am sure that it is, at least in part, due to the economic slowdown. Lawyers who may not have felt the need to market themselves or to network in the past have realized that the changing economy requires a change in habits. So for those who are new to networking or may just be a bit rusty, I offer these thoughts for effective networking:

First, know yourself
Before you can network or market yourself effectively, you must know what you're marketing. As a lawyer, YOU are the product. Know yourself. Who are you? What are your strengths and passions? What do you and your firm bring to the marketplace? How are you different?

Know your clients and potential clients
Who is your target? What is your best source of business? What do those people need? What is important to them? How can you help them?

Communicate effectively
Be ready to talk about yourself and your firm in a way that communicates value to your audience. Although you'll be talking about what you can do, you must speak about what your audience believes is important and how you can help them. Don't just do an information dump. Listen more than you speak, and when you do speak, be sure to speak in terms your audience will understand. Ask questions to draw the other person out.

Think first about what you can give, not what you will get
For some, networking is awkward because they see it as bragging or begging for business. But networking should be neither. Attend events and make contacts from a position of someone who can be of service to others and make connections that will benefit others, rather than with a mindset that you are looking for others to give you business.

Remember that the real networking happens outside the room
Networking is about building relationships, and relationships don't emerge overnight. They take time to develop. People do business with people with whom they are comfortable - people that they can trust. Those kinds of relationships aren't built through a five minute conversation and a quick exchage of business cards. Trust is built over time and by getting to know others. The real networking is done through the follow up after the initial meeting. Be proactive and set up one on one meetings for coffee or just to chat and learn more about those you meet at "networking" events. You might be surprised at where new business comes from and when.

Finally, be yourself and have fun!

Do Something! Give Thanks

Seriously. About everything. You'd be surprised at the changes gratitude can make in your practice and in your day to day life. Sometimes we need to be reminded that no matter how difficult things get (or seem to be), we have an awful lot to be thankful for.

When I woke up this morning, I decided that, in the spirit of Thanksgiving, I was going to try to be as consious as possible of all of the things I have to be thankful for as I encountered them throughout the day. The following is a partial list (all before 7 a.m.):

• A roof over my head and a warm place to sleep;
• Electronics (and electricity) that help me wake up in the morning;
• Hot water in the shower;
• Clean clothes to wear;
• Food on my table;
• Loved ones to kiss goodbye before I leave for work;
• The education that helped me to become a lawyer and an entrepreneur;
• My parents and the teachers who helped me to get that education;
• A career I enjoy;
• A reliable vehicle that provides my transportation;
• Paved roads, traffic lights and the infrastructure that makes travel to work if not exactly pleasant, than infinitely more efficient and bearable than it could otherwise be;
• Music that keeps me company during my trip to work;
• Friends and colleagues whose company I enjoy and who keep me intellectually stimulated (not to mention sane);
• Clients who respect my work and pay bills on time;
• Sufficient money and credit available to me to cover my necessities and quite a bit more;
• A country/government/legal system which provides me with the freedom to choose all of the above;
• All of my God-given gifts including intelligence, persistence and resourcefulness that have helped me to keep going even during the tough times; and of course
• My health, without which all of the above would be infinitely more difficult.

Many, if not all of the things on this list are things I encounter within the first few hours of every day. They're overlooked or taken for granted routinely, and yet there are many in this world who would give all they had for any one of the things on the above list.

My challenge to you this week: articulate what you have to be grateful for, whether you do so in writing or by telling another person. You may be surprised at the shift that occurs.

Do Something! Highlight staff members in your newsletter

If you are sending out  a firm newsletter, either by regular mail or email, you’re already well on your way to establishing ongoing relationships with clients, potential clients, strategic alliances and referral sources. (See my earlier post about sending out a firm newsletter).

I'd like to expand a bit on one of the points from my earlier post:

Include news about your firm and its members. Even if your clients are businesses, it’s people within those businesses that are hiring you. And those people have relationships with all of the people in your office - not just the lawyers. People do business with people they know, like and trust. The more you highlight the staff members with whom your clients interact, the more your clients will feel a strong bond with your firm and with the individuals that work there.

As a practical matter, many clients interact more frequently with staff than with the attorneys handling their files. They see your receptionist when they bring documents to the office or come for a meeting. Your receptionist or secretary greets the client on the telephone each time the client calls. Your secretary calls the client to confirm appointments or follow for receipt of documents and information. The billing department sends out invoices and follows up for payment. Perhaps you have a calendar department, or a paralegal who may also have relationships with your clients.

People hire people, and they're much more likely to be loyal to those they know than to those they don't know. Your staff is important to your clients. To generate even more firm loyalty, highlight non-professional staff in your newsletter, along with your professional staff.

Liked this post? You might be interested in an old post: Why Your Receptionist May be the Most Important Person in Your Office.

Do Something! Send out a firm newsletter

Getting business is all about building relationships. Think about the relationships in your life. With whom do you feel you have the best relationships - the people you're in touch on a regular basis, or those you don't see or speak toi very often? Relationships only grow when they’re nurtured, and when you’re in touch on a regular basis (which is the reason some people tell me that Twitter has become so popular, although I’ve yet to jump on that bandwagon).

Your firm’s newsletter is your way of staying in touch with clients, potential clients, strategic alliances and referral sources. 

Here are some  tips for creating your firm newsletter:

1. Give it some personality – make sure your firm newsletter reflects your firm’s culture and individuality.

2. Include news about the individuals in your firm. Even if your clients are businesses, it’s people within those businesses that are hiring you. And those people have relationships with the people in your office (for more on this see my upcoming post Do Something! Highlight staff members in your newsletter) Did someone in your office have a baby, move to a new home, or get recognized in the community? Include this news in your newsletter for a personal touch.

3. Use the newsletter as an opportunity to cross-sell. Highlight a different lawyer or a different practice area in each issue so that clients know the other services you provide

4. Highlight business accomplishments of the firm and its members. Was someone recognized for pro bono work? Is your firm involved in the local bar association? Did you win a big case recently or save a client some money? Was someone published? Have your lawyers or staff attended training programs or conferences that will aid in their representation of clients?

5. Use case studies and testimonials to demonstrate the benefits your firm provides to its clients. Stories and case studies illustrate the concrete way you help your clients and helps potential clients identify themselves, while giving referral sources a 'taste' of what you can do for others.

6. Include photographs. If you’re highlighting a lawyer or staff member in the newsletter, include a photo. If you’re a solo, include a photo of yourself in each issue. People respond to photographs and it reinforces the ‘know, like and trust’ factor.

7. Keep it short and conversational – don’t overpower your readers with big words and legal jargon – remember to speak your clients’ language.

8. Include your contact information in a prominent place (or several prominent places).

9. Invite comments and feedback from your readers. Readers who are engaged are more likely to hire you or refer you business

10. Include offers for special reports or other information to get readers to your website

11. Don’t forget to check your newsletter for the ‘so what?’ factor – read  every issue from the perspective of your audience to ensure that you’re answering the question foremost in their minds: What’s in it for me? Make sure you're providing value, not just pitching your firm.

As always, remember to follow your jurisdiction’s ethical rules when sending out newsletters, whether online or off.

Need help deciding what to do with your firm newsletter or how it fits into your overall marketing plan? Contact me to see how I can help.