marketing your law practice Archives

7 10, 2014

Who Will Pinch-Hit for an Injured Solo?

2019-03-20T21:31:45+00:00By Debra L. Bruce, JD, PCC.|Comments Off on Who Will Pinch-Hit for an Injured Solo?

A lawyer client recently posed a question to me about obtaining professional liability insurance. She practiced in a larger firm, and now she wants to start her own solo practice. Solos face some unique issues in obtaining insurance and making disaster contingency plans. Some legal malpractice carriers require a solo to designate a back-up attorney who will step in for her if she is incapacitated due to illness, injury, or even death. How does a solo find a lawyer willing to do that? Here are some of my suggestions:

Perhaps you have a colleague with a similar practice in a solo or small firm. They need lawyers available to cover for them, too. By making a reciprocal arrangement, you may be able to persuade a lawyer to take on that daunting responsibility.

If you don’t know someone who would be a good fit, however, it’s time to develop some additional relationships. How could you go about that? […]

5 08, 2014

“Circle of 8”

2019-02-21T23:25:19+00:00By Debra L. Bruce, JD, PCC.|Comments Off on “Circle of 8”

Mastermind groups are a small group of colleagues who meet regularly and can provide support, accountability, solution brainstorming and a sense of community in your law practice. Mastermind partners usually share experience and resources. They can also offer crucial reality checks that keep you from launching bad ideas.

You can create your own support and referral group that can be particularly helpful for your law business. It is called the “Circle of 8,” so named because it shouldn’t have more than eight members. It is a hybrid of a mastermind group and a business networking group. It consists of a limited number of select entrepreneurs in related, but non-competitive businesses. Besides the masterminding aspect, the Circle of 8 differs from traditional networking or leads generation groups because (i) the number is limited, (ii) all the participants serve a similar target audience, and (iii) the members are handpicked.

Circle of 8 Benefits

A Circle of 8 delivers value in many ways. As a result of the shared target audience, the members jointly have a 360 degree view of their market, with which they can educate and support each other. Your circle members may come into contact with someone needing your services before you do, so they can be good referral sources. You’ll be able to provide better service to your clients by confidently introducing them to reliable resources for their non-legal needs. Circle members may hear opinions expressed by your potential clients about what they really appreciate in legal services, or dislike about other lawyers, giving you an edge on your competition. They may be able to give you valuable feedback about your own services that your clients don’t tell you. Participants may collaborate to put on seminars or other marketing […]

6 05, 2014

Six Essential Traits of the Successful Legal Entrepreneur

2019-02-21T23:25:21+00:00By Debra L. Bruce, JD, PCC.|Comments Off on Six Essential Traits of the Successful Legal Entrepreneur

Sometimes lawyers get so focused on honing their legal skills that they don’t recognize themselves as entrepreneurs. The Merriam-Webster dictionary defines an entrepreneur as “one who organizes, manages, and assumes the risks of a business or enterprise.”

Very few law schools have classes that actually teach a lawyer how to run a law practice. How can you know whether you will be any good at it? What if you aren’t graduating in the top 10% of your class? Does that mean you have limited potential for successfully running your own law firm?

Inc. magazine online shared advice from Steve Blank about entrepreneurism in a commencement speech to engineering students. It’s good advice for lawyers, too. He said:

“[G]reat grades and successful entrepreneurs have at best a zero correlation….You don’t get grades for resiliency, curiosity, agility, resourcefulness, pattern recognition and tenacity. You just get successful.”

In this post, I want to talk about why those qualities are essential for a successful legal practice. […]

4 03, 2014

Introducing Guest Blogger Ryan Alesso – “Don’t Stop Marketing Your Law Firm the Old-Fashioned Ways”

2019-02-19T23:54:56+00:00By Debra L. Bruce, JD, PCC.|3 Comments

Ryan comes from an ad and marketing background, and is now focused on the healthcare niche. He travels around the U.S. and speaks at conferences on healthcare marketing and management.

“Don’t Stop Marketing Your Law Firm the Old-Fashioned Ways”

Discounted services and buy-one, get-one-free coupons used to be the domain of shoe salesmen and oil change shops, but now the American Bar Association has sanctioned these tactics for use by lawyers as well. Attorneys who want to advertise over platforms like Groupon and LivingSocial are welcome to do so, reports the Association of Corporate Counsel. These new-found tactics may be a good way to reign in new clients, but they haven’t replaced some of the older and still-relevant forms of marketing.

Brochures

You can physically hand a brochure to prospective clients. It requires less effort for the recipient to look it over than searching your website. It also shares more information than a billboard or radio ad. Hard copy promotional items like these usually get placed somewhere conspicuous, such as on a desk or counter, and can therefore serve as a reminder to the recipient. […]

12 02, 2014

Strategies for Expanding into a New Practice Area

2019-02-21T23:25:23+00:00By Debra L. Bruce, JD, PCC.|1 Comment

Many areas of law practice tend to cycle up and down over time. Savvy attorneys keep enough capital reserves to get them through the predictable lean times. The business volatility in recent years has some worried lawyers seeking to build up a practice in a different area of expertise. I wrote about ways to get experience that you don’t already have, but perhaps you dabble now and then in another area. Here are some tips on building up your visibility and expertise in a practice area you aren’t known for.

1. Choose an additional practice area that complements your existing practice.

Your credibility will be higher if there is some overlap between your new practice area and what you already have a reputation for. When real estate, securities or other transactional practices wane, some transactional lawyers step over into litigation involving similar subject matter expertise. To begin making such a transition, offer to consult on cases with trial lawyers you know. Many commercial litigators take on such a wide variety of cases that they don’t have your depth of expertise or awareness of the numerous laws that may impact the case they just took on. […]

7 01, 2014

Avoiding the Commoditization of Your Law Practice

2019-02-21T23:25:24+00:00By Debra L. Bruce, JD, PCC.|Comments Off on Avoiding the Commoditization of Your Law Practice

My article in 2007 about some of the potential ramifications of law firms going public generated quite a number of reader responses. One email asked a question that intrigued me. The reader asked how he could keep his law practice from becoming commoditized. Both small and large law firms should be asking themselves that, because the tide has already turned toward the commoditization of many legal services.

What are commodity legal services? Generally, legal services that involve routine and predictable legal issues that can be systematized into forms and processes. […]

3 12, 2013

Why GP Solos Need to Worry About a Modern British Invasion

2019-02-21T23:25:25+00:00By Debra L. Bruce, JD, PCC.|Comments Off on Why GP Solos Need to Worry About a Modern British Invasion

In May 2007 Slater & Gordon, an Australian personal injury firm, became the first law firm to go public. At the time, I discussed some of the implications of publicly held law firms, including the commoditization of legal services. I also gave some tips on how you can reduce the risk that your law practice will become a mere commodity.

Revolution in the U.K.

In October 2007 the United Kingdom passed the Legal Services Act (“LSA”), which authorized alternative business structures (“ABS”) with non-lawyers in professional, management or ownership roles in law firms. One of the regulatory objectives of the legislation was to promote competition in the provision of legal services. The LSA became effective in 2011, and in 2012 the Solicitors Regulation Authority approved the first four ABS firms. One of them, Co-operative Legal Services, launched a fixed fee family law service, with the intent of bringing “a refreshingly different approach to family law” with an “easily accessible and affordable” range of services. It is a division of The Co-Operative Group, a retail giant in the UK with 4800 retail outlets and 7 million members. So I guess you could say it is now the Costco of legal services. […]

8 10, 2013

Build Your Law Practice: Become a Network Resource Hub

2019-02-21T23:25:26+00:00By Debra L. Bruce, JD, PCC.|Comments Off on Build Your Law Practice: Become a Network Resource Hub

Suzanne Meehle wrote a nice post called With a Little Help from My Friends about the value to a lawyer of network development, whether inside or outside your organization. A network of co-workers, friends and acquaintances can help you build your law practice and be the best lawyer you can be. Here are some things a good network can do for you:

1. Refer business to you;
2. Answer legal questions outside your area of expertise;
3. Act as a sounding board as you puzzle out a tough legal issue;
4. Share tips and methods for effectively running your law practice;
5. Save you from reinventing the wheel by sharing a starting form for a document you need to draft;
6. Take care of your good clients on matters you don’t usually handle;
7. Cover for you when a vacation or emergency takes you away from the office;
8. Make recommendations about vendors, software or technology they have found reliable; and
9. Introduce you to speaking, writing or leadership opportunities that will get your name out there. […]

11 09, 2013

Finding Work: 8 Reasons for and 4 Warnings about using LinkedIn

2019-03-20T21:40:19+00:00By Debra L. Bruce, JD, PCC.|Comments Off on Finding Work: 8 Reasons for and 4 Warnings about using LinkedIn

“Why would I want a LinkedIn profile? I keep up with my friends and connections on Facebook.” That’s what young lawyers looking for work often say when I ask them about networking and how they use LinkedIn. Older lawyers often view any kind of social media as a waste of time. Whether “looking for work” means job-hunting or client development, LinkedIn can be a useful tool. Here are 8 reasons why.

1. Professional Focus

LinkedIn focuses primarily on business connections by highlighting companies and their employees and former employees. Although LinkedIn has a collaborative culture like most other social media, it provides a forum to strut your stuff tastefully, because participants tacitly acknowledge its self-promotional and business networking purpose. Clients, recruiters, and employers come to LinkedIn looking for what you have to offer. Journalists also peruse LinkedIn for knowledgeable people to interview about newsworthy topics. […]

29 08, 2013

How Do I Decide Where to Locate My Law Office? Part 4

2019-03-20T21:43:51+00:00By Debra L. Bruce, JD, PCC.|Comments Off on How Do I Decide Where to Locate My Law Office? Part 4

The 4 part series, How Do I Decide where to Locate My Law Office, winds up today. We’ve pursued the different types of law office arrangements and have been looking at the relative geographics. I hope that these articles help move you forward in the decision process.

Small Town or Big City

With emerging technologies, lawyers do have a lot more flexibility in office placement. If you have a good internet connection and adequate broadband capacity, you might be able to practice almost as easily in the suburbs or in a small town as in a big city. Here are a few reasons you might choose to practice in a small town.

Usually the number of attorneys per capita will be significantly lower there, and the cost of living is lower, too. Lawyers I know in smaller towns describe a collegiality in the legal community that, sadly, seems to have largely vanished from the bigger cities. Many also report that experienced lawyers and judges took them under their wing to mentor them as they got started. With most law schools failing so miserably at actually teaching lawyers how to practice law, the opportunity to develop such relationships can be a significant benefit to someone setting up a practice straight out of school.

On the other hand, sometimes less populated communities can be rather closed to strangers. It may be important to have some family connections or a well-established sponsor there to open doors for you. […]

Make an Appointment

Setting goals for
your life and career?

marketing your law practice

Make an Appointment

Setting goals for your life and career?

Setting goals for
your life and career?