21st Century Solo, Keeping the Conversation Going

Carolyn Elefant has a great follow-up on Jordan Furlong’s The 21st–century solo. Here’s my attempt to keep the conversation going on this topic which, like Carolyn and Jordan, I think is extremely important for us solos as the practice of law continues to evolve.

Jordan sees specialization, sophistication, collaboration and innovation as the four characteristics of a successful sole practitioner for the 21st century; and Carolyn provides specific examples of how we solos are doing some of that already.

But they both make two points separately which I’d like to tie together because I think they present a real challenge to most of us solos on a daily basis. Jordan’s point is essentially a warning that we solos should not become complacent in thinking that we may be exempt from “the recent revolution in the legal profession.” Carolyn’s is the observation that law schools are now, essentially, teaching/touching on the global structure of big firms/big structures while solo courses are just teaching the nuts and bolts of running a law firm—essentially just teaching solos to be “technicians,” to borrow from Michael Gerber’s concepts (this is my characterization of such courses, not Carolyn’s).

I think that we solos do run the risk
of being left behind (or playing catch-up), not because of complacency so much as because many of us are so busy trying to “keep the lights on” as Carolyn discusses on the subject of innovation. Many of us fail to see the practice as a business, and leave setting aside time to consider ways to integrate ourselves into this revolution. Many of us were never taught “the business of law;” and apparently the new batches of JDs, would-be solos, are still not being taught that from any meaningful standpoint.

Because some of us are busy keeping the light on we often fail to see that:

  • we do have to specialize;
  • we do have to become more sophisticated all around in terms of our specialized area, becoming more sophisticated not only in terms of the subject-matter but also technology, marketing and management;
  • we do have to take time to collaborate as we notice trends in our own now-specialized area(s); and
  • we must make the time to innovate across the above three areas.

More than anything, it is a mind-set that will keep us at the forefront of the legal profession and our own practice to ensure that we not only just keep the lights on, but that we actually enjoy and thrive doing so. No doubts it is a lot of work, but usually only in the beginning since we have so many resources at our disposal.

Maybe this is too obvious a point from those two blog posts, or just “preaching to the choir” kind of thing; I don’t know. I do know from personal experience that these things work, and that it has made a difference for me in terms of dreading Mondays or actually looking forward to stepping into the office.

If you write a post in response to any of this, please consider inserting a link in the comment here so that I can follow the discussion.

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One-Off Post: Dade County Bar Association Young Lawyers Section Softball Tournament

Yesterday, March 12th, the DCBA Young Lawyers Section held their softball tournament at Tropical Park. Local law firms, such as Fowler White, Kubicki Draper, Lydecker Diaz, and Weiss Serota, had teams competing with UM law students, and us; in all 16 teams met at Tropical Park. And the weather couldn’t have been better: clear blue skies and NO humidity, thank God!

Since Sept 2010, when our team was first formed, we have been playing every Friday night. We are not sponsored by any one firm—and our team name, Got Balls, reflects the fact that we don’t have a sponsor (yet!). (I don’t know how we ended up with that name, lol).

Our original intention was just to have fun, and we certainly accomplished that. But, even more, we realized how much we have grown as a team and individually. We learned that we are getting better the longer we play together; like most things, practice makes perfect, I guess. I personally have learned that I can throw, catch and hit; but I am worthless when it comes to running! I guess that should be an incentive to continue with my fitness plan du jour…no food, lots of exercise.

Our team pic (I’m second from right, front row):

Our Team at the DCBA TLS Softball Tournament

Along the way, we managed to surprise ourselves by actually not being eliminated early in the day. We were able to beat three other teams before being done in by the Sandbar Club…the Sandbar Club! They are sponsored by a local bar, the Sandbar of course…they had a great team! (Just goes to show you that booze will do you in every time, lol) We’re all looking forward to next year’s tournament.

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How to Make It as a Solo Practitioner: Getting Paid for Our Services

I am a firm believer in having no accounts receivables. Of course, this is not always possible because of the nature of the case and because some of our clients need our help in paying us by entering into payment terms. So I always shoot for the next best thing: making it easier for the client to pay up front as much of the fee as possible in flat-fee matters; in litigated cases where the client chooses the standard billable hour instead of the flat fee, clients pays the standard retainer.

The key that has helped make it easier for clients
to pay me as agreed is to spend some time clearly explaining to the client how and when they are expected to pay for the services I provide. As solos we sometimes shy away from discussing “the Fee.” In conversations with fellow practitioners about how we handle getting paid, I always think about the proverbial white elephant in the room; it’s there, but no one wants to really talk about it.

But the thing is that when you spend time discussing this with clients, including fees to be paid up front and how future payments will be handled, clients are relieved because they know what to expect, will not be surprised later, and can budget better to pay for your services—or even to decide to scale back on some of the services while still letting you help them solve their legal problem. It’s been my experience that being clear about this results in almost no noncollectable amounts. For larger firms, this is not an issue; but for many solo practitioners it continues to be a challenge.

Getting paid on time is not really an issue for the solo practitioner who addresses fees with a client in straightforward manner, has at least a simple system to collect payments (especially if done electronically), and works the system consistently. This usually results in a higher quality of life for the solo. Our life is improved tremendously when we can concentrate on doing the work we love to do (presumably we still love it) without having to worry about how we are going to pay our professional and personal bills. From this worry-free zone, we can provide our best service to each client.

Consider sharing your questions, challenges and solutions to getting paid for our services by way of the comments. I am always interested in hearing the stories of other solos.

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How to Make It as a Solo Practitioner: Delivering Services to Clients Efficiently and Profitably

For us lawyers to stay in business, the business has to consistently generate a profit. That means our law practice has to bring in enough for us to pay our overhead and let us take some money home to take care of our family—even if our “family” is just a single, newly-graduated lawyer.

As we know, controlling overhead is the key to a profitable business. A solo practitioner setting up his or her solo practice will have to consider, for example, the following when it comes to overhead: telephones, computer equipment, perhaps software equipment beyond what comes standard with any computer, staff (a secretary or receptionist if justified by the volume of work), rent for a traditional space and some money (or time) for marketing consistently.

Thanks to technology, we can generate a good income (net profit) if we take some time to build a practice that will let us deliver our best service to our clients at a cost that by traditional standards is really minimal.

Controlling our expenses when it comes to these things leads to profitability and a higher quality of life as a solo practitioner. Finding out how they work and the cost is easy because of the availability of information, including reviews from users, which can be invaluable in terms of helping us decide which services to choose.

If you’ve found ways to minimize overhead that work for you better than others, I would love to hear about your experience.

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How to Make It as a Solo Practitioner: Marketing Your Services

Once we decide what kind of law we practice, we need to find ways to reach the prospective, paying clients who need and will benefit from our services.

I think most people confuse
sales with marketing, and that may be a reason why we tend shy away from this step. Marketing is not sales—I learned this after quite some time spent searching for ways to get the word out about what I do and who I do it for. For us lawyers, marketing is getting the word out about how you can help people solve their legal problems in a particular legal area, and get it in front of those people who most likely need and benefit from your services. It is not slick salesmanship.

To get away from the marketing-is-just-fancy-salesmanship mentality, I spent a few months researching this online. All of the material, whether online or through books, that I came across shared one main idea: know your client. From this will flow your marketing plan.

Essentially, putting together a marketing plan
involves the following three basic steps:

  • determine who will benefit from your services
  • find out where can you find them
  • determine how you can best reach them

The practical steps to writing your marketing plan is as simple as getting a legal pad (or creating a file on your computer) and writing these things out. When you do this, you have a record that you can go back to and analyze what seems to be working or what you need to change, discard or just tweak. Not doing this may mean that you will be re-creating this particular wheel over and over as you wonder why something is not working.

Determine Who Will Benefit From Your Services

This means knowing not only the demographics (age, income, civil status, number of children, education, etc.) but also what they want and/or fear the most about their legal problem—their emotional concerns the pain they want to avoid or the benefit they want to obtain.

This isn’t about manipulating people. It is helping them avoid something that causes them a problem or gets them a benefit.

Where Can You Find Them?

Once you know who your target client is you have a better idea of finding out how to get in front of them. This involves considering ways to get in front of them directly as well as indirectly.

In terms of getting in front of them directly: Is it online? Is it with traditional print and radio/tv advertising? Will networking work better?

Indirect marketing involves determining who influences them—what kinds of people or professionals are they more likely to come into contact with? This will help you in building a referral network.

Determine How You Can Best Reach Them

This step is obviously directly connected to the second step. But when I mean “best” I mean reasonably affordable to you while getting the job done. For example: perhaps you find out that your target client responds to tv advertisements, but you cannot afford those. This being a blog about online tools, I would be foolish not to mention the obvious online alternative: videos on your own site (which you can learn to do yourself), or upload to You Tube.

It is no secret that the internet
is one of the best ways to market. (For me, as a solo practitioner, it is the only online legal marketing “tool”). It may take you some time to get up and running, but that should not be an obstacle to using it; after all, as lawyers we spend years getting our education…a month or two (or however long it takes you) should be a snap.

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How to Make It as a Solo Practitioner Attorney

It’s been my experience that attorneys asking these questions generally fall into three groups: those starting out fresh from law school who want to go on their own from the beginning, those who have been at firms and want to go solo, and those who have been at firms and have been downsized due to the economy.

These comments will most likely be helpful to the first group.
That’s because lawyers starting out right after getting their JD have very little experience with the nuts and bolts of running a business, which is exactly what a law practice is.

There are at least three things that a solo practitioner will need to have clearly considered before they go out on their own:

  • a marketing plan to get clients;
  • how they will deliver their services to those clients efficiently and profitably; and
  • getting paid for those services

Of course, this assumes that the solo practitioner has already decided what area of practice he or she will concentrate on. But without these three things being clearly thought out; or, better yet, written out to get clarity (read save time, money and headaches), the new solo practitioner attorney will just be floundering around looking for ways to make a living as a legal professional.

Over the next three posts I will cover these three areas. But first, let’s address briefly the areas of practice.

Many new solo practitioners make the mistake of practicing “door law;” that is, anything that comes in through their office door. And in the beginning this may be fine. But this should be a short-term solution while you set out to market your services to clients in the area you wish to spend your time practicing in. When you concentrate practice in just one or two areas, you have a better chance to establish a thriving practice, one that is fulfilling and profitable at the same time.

But back to the three points I started with. Why should you care about these three things? Well, as lawyers we pay a hefty price tag for our education and degree–some of us have mortgaged our lives well over two live spans. If you cannot see the practice as a business, and learn to manage it as such, then I am willing to go out on a limb and say that any old job is better than setting up a practice.

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Solo Lawyer Websites – Do You Know What’s Bringing Visitors to Your Site?

Over the last couple of weeks, I’ve had some conversations with attorneys who have put up a site or have tweaked an existing site. In our discussion, I always like to ask if they know what keyword phrases are bringing people to the site. None of the attorneys have been able to tell because they don’t know how to access the statistics portion of their site.

As I’ve discussed before, putting up a website is only the beginning. Once you have made the decision on the elementary stuff, like hosting, design, etc., the real work begins to add content to the site that will attract the kinds of clients you want. But to do this, we first have to find out how people are finding us relative to the keywords we want to be ranked for.

It is impossible to know what to do with a site, much less how to get what we want from it, unless we know how to tinker with the backend: finding out the keyword searches bringing people to us, where they are coming from, the pages those people are visiting frequently, how to add content easily without depending on an IT or other online expert, and whole host of other tidbits that can let us get the most conversion from our site.

If we don’t know how to do this, we will not be able to get the most out of this very useful legal marketing tool. Eventually, we may just leave it out there as our online business card. Just having a website is no an online legal marketing tactic—getting that website to help us convert visitors into clients is online legal marketing.

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Online Legal Marketing to Hispanics-Update

This blog was originally started as an effort to call attention to the growing Hispanic market and how marketing to them could open up the profitability of a solo practice, just like the Big Box stores and others go after this segment aggressively. The blog used to be tied up to a legal article directory, www.TusDerechosLegales.com. While I have since abandoned the direct tie in, I still regularly publish my own articles or translate articles for other attorneys and post them with links to their websites and office telephone numbers.

Of course, the hurdle for the article directory in Spanish is to convince attorneys that this works in terms of providing traffic to their site and can result in client conversion. For me, personally, it has been a labor of love and commitment to continue at it. It has served as a great exercise in patience and consistence too, and I regularly see traffic to my own Florida divorce website.

But the best evidence that that there is a need out there, a niche to provide this information like we would to native English-speakers, is the numbers generated by the site. I started the site at the end of June 2009. Since then I have added about 155 articles, a combination of my own and other lawyers. Last month, October 2010, the site went over 2,000 visitors; each visitor reads an average of 2 pages (or two articles since all articles are one page long). Articles have been downloaded (or viewed) a over 40,0000 times. So the need and interest is there. Now the next hurdle is to do a better job of optimizing the site for keywords and SEO a lot better then I did when I initially put it up.

Why should you care about this? Well, if you are a solo practitioner and practice in either a geographical area where Hispanics are a large segment of the population or in an area of law of particular interest to this segment (like the obvious example of immigration law), then it may benefit you to consider incorporating content into your own site that is specifically targeted to Hispanics and their legal needs.

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Document Storage for the Solo Practitioner-Safeguarding Digital Documents

In the last post, I talked about a system to create and manage documents which are then stored in the hard drive, essentially creating a paperless office. But all of that will not help us if we keep everything in the hard drive because at any moment those documents can be lost for any number of reasons.

Backing up a hard drive is the easiest way to avoid losing documents or anything else that matters to you. The good news is that there are now plenty of companies that provide automatic hard drive backup for pennies a day, doing away with the tedious and cumbersome chore of scheduling backups onto compact discs. And they do it over internet connections.

I chose Carbonite for my backups because it is simple to set up and costs about $55 per year. It performs constant backups of my hard drive. I have yet to try restoring it because I have been lucky enough not to have any drive crashes or other incidents that cause loss of data.

Besides Carbonite, there is also Mozy and a lot of other, perhaps less well known, companies. Mozy and Carbonite are the only ones I considered. Mozy provides a home or business program. The business program charges per GB of storage. I prefer an annual payment with unlimited storage, which is what Carbonite gave me when I signed up.

But price isn’t the only thing to consider, of course. Ease of use when restoring a drive is important; as is, of course, the safety of your data. It is worth paying a little more if those things will also be addressed by your backup provider.

As always, the thing is to have something in place…

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Document Management & Storage for the Solo Practitioner- Sample System

I am a fan of keeping everything as simple as possible; otherwise, it’s not worth it for me because all I am doing by complicating things is creating more headaches for myself. This applies, of course, to managing the documents I create daily and later storing them. Some one asked me to expand on the previous post on this topic. So, here is my simple system.

To begin with, the client signs off right on the retainer agreement that the file will be destroyed within 60 days of the case ending, and all I will keep will be digital copies. They have the option of picking up the file, which never contains original documents as I only request (and make sure I get) copies of documents needed for production or disclosure. If they don’t pick it up the file is shredded.

Once I open the physical file, I also create its equivalent in the hard drive
. When I draft a pleading or correspondence, for example, the final, signed version is scanned and saved as a pdf with a format containing the date and name of the document; that pdf is then stored in the appropriate computer file for that client.

Pleadings and correspondence received from opposing counsel are scanned
, turned into pdfs, and emailed to the client; the same thing happens with orders and notices received from the court. In many instances, when it comes to pleadings, etc., from an opposing counsel, I don’t even have to do this since they usually also fax it…straight into my web fax, where it already becomes a pdf–because I use a web-based fax service which turns the documents received into pdfs, I only have to download the file into the appropriate client file on the drive.

I don’t need the best system to manage documents. I only need a system that works for me, and the one I describe above is doing fine. Obviously there are many other structures out there, perhaps more complicated, that work for others. But again, the point is to have something in place…as you work it, you can work the bugs out of it until you get something that works consistently.

The benefit of having a paperless office in this manner
is that I never have to spend time and money storing hard-copies anywhere. The storage is created as I work on the file.

Next post I’ll talk about how I make sure my digital storehouse is never destroyed.

How about you? What use do you get out of your scanner? How paperless is your office?

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