Reboot Your Law Practice

These days everybody's got something to say about everything. And social media gives the whole world a platform to show off their knowledge and their stupidity. Scott and Oscar tell some cautionary tales about when they or their clients got caught up in online comments and statements that they regretted. The hosts also talk about the need to think before you text or email as these digital messages are permanent and can be taken out of context. Here are three rules to remember before engaging in digital or online communication: - Rule 1: Don't Say Anything: The first and foremost rule is to think twice – no make that three times- before posting anything or commenting on a matter you are dealing with. It may be hard to resist the temptation but try you must. More importantly, the client definitely must be instructed not to comment online about a pending matter. - Rule 2: Edit Yourself: Before emailing or posting, go over what you are saying carefully. Not just to avoid being berated by the grammar police but to really think about what you are saying and to make sure you can't just stick to applying to Rule 1. - Rule 3: Online is Forever: Remember that this fantastic tidbit you absolutely must post (See Rule 1) will never go away. If it needs other prior statements to be properly taken in context then make that clear in the comment itself. How would this statement look on its own if admitted into evidence say at a grievance proceeding or in your adversary's

This week the hosts discuss what to do what you don't have a lot of legal work to do. Scott explains how College Discipline and Special Education have became a large part of his practice over the past year and because the summer is pretty much dead for these areas of practice, he lays out how he plans to use this extra time. The hosts suggest you see the opportunity in the down time. Reflect on your practice and plan moving forward. Create a business plan. Implement systems. They also suggest actions such as; - writing an article - have a networking lunch once a week - get involved with your local bar association The hosts suggest that you look at specific aspects or systems in your practice that you want to change and consider them failures. Truly reboot by taking the time to tear them down, and then build them back up with your vision and knowledge.

In response to a listener email from a law student who asked "Would the podcast hosts go to law school if they could do it all over again?," Scott and Oscar give the proverbial lawyer's answer "It Depends." They discuss their answer to that question in detail and also talk about the state of the current marketplace for lawyers. The hosts point out that they would definitely go to law school again at the same price and with the same student loan debt they did when they went, but would have to think hard about taking on $250K in debt to go now. They discuss that due to the current market (better but still not great) folks should only go to law school if they can (a) get into a top tier school or (b) get into a middle level tier school with little or no debt. The easy answer to the question posed is that they both would not go again if they could only get into a lower tier school and receive no tuition assistance or scholarships. If listeners find themselves in the latter situation, the hosts discuss that they need to put everything aside to graduate near the very top 1% while simultaneously networking to have valuable internships and connections during your law school career. In conclusion, the host recommend NOT going to law school if you are doing it as a "default" or want to "hope for the best" thinking maybe the market will turn around. While both Scott and Oscar enjoy their practices in today's world, the field of law is a much different place and law students need to know that extra effort, planning and energy is required to be successful upon graduation.

It's the hardest thing about the practice of law as a solo or in a small firm – getting properly compensated for your time. But it's also the secret to having a quality practice that you don't resent. In this episode, Oscar and Scott discuss some of the reasons why clients balk at paying and what lawyers can do to make sure that the bills you send out come back with checks. While it once again boils down to maintaining the two core principles at the heart of what we always talk about – authenticity and value – the hosts offer some concrete tips and suggestions to keep your balance sheet on the upside. • Set expectations early - about fees, billing and communication • Have a properly drafted, clear retainer agreement • Communicate regularly about fees and about the matter they've entrusted to you • Provide detailed and easy-to-read bills • Don't allow yourself to fall too far behind

This episode focuses on what law schools do to manipulate their rankings and appear more worthy to incoming law students. Scott and Oscar talk about schools who pay for high rankings in "Best of" lists that may appear on internet searches but have no true substance behind them. Some lower tier schools are not allowing their students at the bottom of the class to even take the Bar exam to hopefully inflate their Bar passing rates as well. The hosts point out that many of these tools, trick and tips are also used by legal marketers to try and convince lawyers to engage in their marketing systems. Law students and lawyers alike should take care to look behind the phony statistics and promises (which are usually easily identified) and do your homework. In both legal education and the practice of law there are few shortcuts. Nice shiny objects that may look good at the start soon wear off and leave you out in the cold. Make sure what you are doing and investing in has value and is genuine.

Oscar opens the show telling a story about how he happened to run into a long-lost relative while traveling in Chile. He came across his relative because he was engaging some local folks in conversation and one thing led to another. The hosts talk about lawyers need to keep their eyes and ears open for opportunity. You make your own luck – by having an open mind and always having a business-oriented perspective, opportunities will come your way. Take the chance- reach out to people, set up meetings, have lunch, coffee, - run ideas by them, ask them about their business, run things by each other you never know where it will go. We are so often in contact with people who can help us in our practice but we walk past them every day because we won't take that first step. The main point is that you can't wait for opportunity to knock on your door, you have to have the initiative and take a chance to go and get it yourself.

This week we discuss the need to focus your marketing dollars and strategy carefully. The hosts get into the nitty-gritty about how Pay Per Click and Facebook Ads and other common legal marketing tools work – and don't work. By talking about their experiences, both good and bad, Scott and Oscar give out useful tips and strategies for making the most out of whatever marketing plan you decide upon. Like everything else, careful planning initially is key. Think about who you want to target and what words or phrases are those targets most likely to be responsive to. Also make sure your ad is effective and not annoying s you don't wat to turn people off. Finally, the hosts also talk about the need to regularly monitor your marketing plan to make sure your time and money isn't being misspent on things that do not provide results.

Scott starts off this podcast talking about a lawyer he met at a conference who afterward sent him a book her mother wrote about Atlantic City (which is where the lawyer practices). The book was accompanied by a small note and the lawyer's business card. That story began a discussion about the importance of following up and following through on connections you make as you meet potential clients and referral partners. Even something as simple as sending out holiday cards should be done with thought and focus on who you want to reach out to and perhaps adding a personal note in at least some of the cards. Talking about holiday cards led the podcast hosts to discuss how all tasks you undertake to market your practice and grow your business needs to be focused and targeted. Before starting this podcast, the hosts set out to determine the costs (financial and time-wise) associated with the endeavor. Scattershot marketing or advertising without focus and follow up will just having money flowing out the door with no return.

The podcast was contacted with two inquiries – one from a law student who was curious about how to start a practice right out of law school and one from an attorney who wanted to form her own practice as a legal writing specialist. The admitted attorney has a non-legal job that pays the bills but wants to be able to make ends meet (and more) by doing what she sees as her strength – writing for other lawyers. The hosts advise that in some ways, it is very different than most other re-boots. She can only market to other lawyers. So she has to decide how to market herself – How will she describe herself on LinkedIn? On her website? The main thing is to come up with an interesting way to explain her value to her target audience – lawyers who don't want to write. She will also have to assess her competition – lots of outsourcing companies, including many of them overseas – do what she does and at a much lower rate. So she has to have an answer ready for that question when it comes. Maybe the answer will come from folks that have already hired her – she should survey them to assess why they hired her and what they liked and disliked about her. She needs to develop a full business plan as well to think about her marketing and her approach to getting new business. The main thing she needs to recall is that starting a sustainable solo practice is not a one-step or simple process. Some necessary steps:

- Examine the marketplace and your competition

- Talk to people who have used you or similar services to tinker your message

- Make sure your online presence is adapted to the information you discover in the first two steps

- Once that's done, start reaching out to your target audience at different networking events and opportunities

- Be patient and consistent. Remember Rome wasn't built in a day and the same goes for a law practice

No matter how long ago you graduated, you can get help from your Law School Career Services Office. They can help you with emails, cover letters. updating your resume and understanding networking. This week is Part 2 of our interview with Elizabeth Dambriunas, the Associate Director of Alumni Advising at the Office of Career Planning at New York Law School. Elizabeth talks to Oscar and Scott touch on the following;

- Attorneys need to have an understanding of the legal market

- Attorney's can't put all their hopes on their 1st job. Learn and grow as an attorney and make decisions any gain experience for where you want to go next.

- Blind applications are most likely a waste of time

- Must be able to present in a positive way during interviews (and have some intelligent questions for the interviewer)