Popular items such as Peanut M&Ms disappear in a day or two after a refill yet the company that "manages" (I use that term loosely) the machine inserts the same number of packages each time rather than devoting an extra row or two.
What's worse, the vending machine often sits half empty for weeks before being replenished.
Yes, half empty as in half full. I think the Almond M&Ms date back to the Eisenhower administration.
So what can a poorly managed vending machine teach you about managing a law firm?
1. Capitalize on Definitive Trends: When a fad becomes a trend, jump on it. The earlier, the better though the greater the risk. Timing is everything.
Example: Twitter URLs may become as important as domain names, and generate trademark-related work.
2. Meet Deadlines:Obviously, you already meet court deadlines, but meet self-imposed deadlines as well — even something as simple as a promised phone call. When you announce a deadline and meet it, you foster trust, which results in more opportunities.
3. Walk a Mile: Try to view the world from your client's perspective. Don't offer what you want, but instead figure out what your clients want. They may not know so asking them may not help. At least, not directly.
Example: Lots of firms mail boring memos about new laws to their clients. Instead of writing a legal analysis, write the memo from the point of view of your clients, especially the non-lawyers. Work with a graphic designer on a layout that enhances comprehension. A better understanding of a legal issue by your clients may trigger a heretofore unknown legal need.
One last tip. Lay off the Sunkist orange soda. I recently noticed that it doesn't contain any orange juice.
About TechnoEditorials
A TechnoEditorial is the vehicle through which we opine and provide tips of interest to managing partners, law firm administrators, and others in the legal profession. TechnoEditorials appear first in TechnoGuide, and later here in TechnoLawyer Blog. TechnoGuide, which is free, also contains exclusive content. You can subscribe here.
Coming May 30, 2008 to Fat Friday: Harry Steinmetz responds to the continuing biglaw associate salary thread, John Pierce reviews eGroupware as an open source alternative for shared calendars, contacts, and more, Tom Rowe defends his position on legal cross-selling and upselling, Mary Brooksby reviews using Bluetooth headsets and Amicus Attorney with her Palm Treo 680, and Peter Pike suggests another rule for modern day email etiquette. Don't miss this issue.
How to Receive this Newsletter
Published on Fridays, Fat Friday is a weekly newsletter that features a grab bag full of genuinely useful product reviews and tips on a wide variety of topics. Like all of our newsletters, it's free. Please subscribe now.
Once again it's time for Battle of the Law Firm Videos. This time we'll channel the WWE and pit no fewer than four law firms against one another. (No hitting below the briefcase, gentlemen.)
The Big Levowski ...
We begin with Even M. Levow, a New Jersey lawyer who specializes in DWI cases. In his video, State vs. Chun: The Biggest Case in New Jersey DWI History (video no longer available, possibly because of this review), Levow discusses his involvement in the Chun case, which challenged the use of the Draeger Alcotest, a computerized replacement for the traditional breathalyzer.
Levow claims that his experience in the Chun case enables him to better defend you should you find yourself on the receiving end of that test. I believe him, but Levow doesn't explain what happened in the Chun case.
A Google search shows that one month before Levow posted his video, the New Jersey Supreme Court held that the state police could use the Draeger Alcotest, but it imposed a number of requirements.
Perhaps Levow felt that this mixed decision was too complex for his YouTube video, but he talks up the Chun case to such an extent you can't help but wonder about its outcome.
Aside from death and taxes, the other certainty in life is that lawyers get paid to spin facts to suit the circumstances. And Levow is a lawyer. Levow should have simply noted that he helped impose certain requirements on the Draeger Alcotest, and that if the police don't follow these procedures you might walk. And just like that he could have explained the outcome of the Chun case.
Enough about the substance. Let's get to the mechanics. The video is well-produced. It shows Levow with a courthouse as a backdrop and his firm's phone number and Web address below. Levow clearly rehearsed. He handles himself well in front of the camera. At 1:52, the video might be a little long, but that's a minor quibble given Levow's good stage presence.
Regarding the accompanying copy, Levow lists his contact information, but because he fails to use the http prefix with his URL, the firm's Web address is not a live link. Also, the copy consists of one big paragraph — and it's poorly written — clearly not the work of a professional copywriter.
Is This a Legal Video or an Aaron Spelling Production?
This clever video features a slide show of bus, car, motorcycle, truck, and train wrecks while a funky soundtrack plays. Thanks to the photos and accompanying titles, we learn that Silvers handles just about every imaginable vehicular accident without any exposition by Silvers himself. Yes, he practices in LA. Did you have to ask?
Unfortunately, Silvers forgets the golden rule of Hollywood — don't screw up the ending. The video ends with a blurry photo of Silvers staring into the camera with a bookcase behind him. Given the slick nature of this video, Silvers should have used an action shot of himself — perhaps walking up the courthouse steps or maybe examining the scene of an accident.
The accompanying copy reads like a cheap classified ad, which is a shame given the creativity that clearly went into the video. Silvers does link to his firm's Web site.
Gomez, who looks a bit like Erik Estrada, makes a number of good points. For example, he tells viewers not to immediately accept blame for car accidents as he runs through a list of variables such as the sobriety of the other driver, road conditions, misplaced or missing road signs, etc.
Also, the video makes excellent use of graphics, including a split screen effect for bullet points and a title below Gomez that wouldn't look out of place on a CNN broadcast.
But at 3:18, the video is too long. Gomez doesn't have the screen presence to pull off such a long monologue. Worst of all, the opening title promotes the agency that created the video. Would BMW allow its ad agency to promote itself at the beginning of its advertisements? No, and neither should any law firm.
The accompanying copy is short and sweet, but it contains a typo (it uses "than" instead of "then"). Also, Gomez does not list his firm's contact information or Web address.
Ishtar, the Sequel ...
Steve Meshbesher of Meshbesher & Associates in his video of the same name has a lot of experience and good information to pass along, but he cannot make a convincing case thanks to poor production values. He sounds like he's in a cave. You can hear traffic outside his office. The camera faces his sun-filled office windows, resulting in a washed-out picture.
As for the script, it sounds extemporaneous, which is fine if you're Robin Williams. Steve is not. If he wrote the script, he didn't rehearse it enough.
Unfortunately, the accompanying copy is also a letdown. It contains a typo ("Meshbesher & Associates should be the Law Firm of you choose"). Who wrote this copy? Who proofread this copy? A 20-page brief will always contain a typo or two. But a typo is inexcusable in a 40-word blurb.
And the Winner Is ...
No one wants law firms to benefit from online videos more than I do. This explains my tough love in these ongoing reviews. Law firms should not create videos on their own nor should they hire posers who have clearly run up against the Peter Principle. Conduct due diligence and hire a true professional who will tell you to edit your script, rehearse, etc.
Michael H. Silvers is the winner today. His simple, slick video gets the job done better than the others. Just change that photo at the end and re-upload.
About TechnoEditorials
A TechnoEditorial is the vehicle through which we opine and provide tips of interest to managing partners, law firm administrators, and others in the legal profession. TechnoEditorials appear first in TechnoGuide, and later here in TechnoLawyer Blog. TechnoGuide, which is free, also contains exclusive content. You can subscribe here.
Today's issue of TechnoLawyer NewsWire covers an online application for managing your firm's relationships with car services, technology that enables your firm to pursue new business and lateral hires even when ethical conflicts arise (see article below), and a new wireless keyboard and mouse. Don't miss the next issue.
Good Walls Make Happy Clients By Neil J. Squillante
Raise your hand if this scenario occurs at your firm. A large public company wants to hire your firm. To ensure that no conflicts exist, everyone at the firm has to fill out a questionnaire about that company — stock holdings, previous employment, etc. If a conflict arises, you have to figure out a way to reassure the company that you can still handle the matter and safeguard confidential work product from the tainted few.
The problem is that every employee can access your document management system, including contract lawyers. You don't have real safeguards, just an ad hoc honor system. Sorry, but that won't cut it nowadays in these highly regulated times. Sarbanes-Oxley anyone?
Enter IntApp's Wall Builder 3.2, a Web-based application that enables you create ethical walls to isolate certain people from certain information, enabling your firm to take on new cases and even pursue lateral hires.
Wall Builder's wizard-driven interface enables you to construct and configure these walls. It also creates an audit trail so that you can prove (if necessary) that so and so never had access to such and such.
Wall Builder integrates with Interwoven and Open Text/Hummingbird so that you can restrict access to documents. It similarly integrates with other applications with sensitive data such as accounting, billing, CRM, records, search, portals, etc.
Wall Builder doesn't just do what you tell it to do. It also "learns" in a manner of speaking. For example, if you handle matters for two adverse clients and you work on a document for one of these clients, Wall Builder will prevent you from accessing the other client's files.
As you might imagine, Wall Builder has layers of security, enabling your firm to delegate wall creation to certain members of your staff with oversight by more senior management. Wall Builder can scale to accommodate up to 150,000 client records and 700,000 matter records. If you need more coverage than that, God bless you. Learn more about Wall Builder 3.2.
How to Receive this Newsletter
Published on Wednesdays, TechnoLawyer NewsWire is a weekly newsletter that enables you to learn about new technology products and services of interest to legal professionals. Like all of our newsletters, it's free. Please subscribe now.
Today's issue of TechnoLawyer NewsWire covers a new 24 inch widescreen LCD monitor with a built-in Webcam, software that enables you to create virtual desktops, and an online multilevel marketing service that promises to drive desirable traffic to your blawg (see article below). Don't miss the next issue.
Boost Your Blog
By Neil J. Squillante
Congratulations! You launched your blog. Now, please fork over $50,000 to a public relations firm to get it from 0 to 50,000 readers in one month. What's that? You didn't realize marketing was the biggest expense? Well, if you don't want to pay, you'll have to build your audience slowly.
Then again, you could try BlogRush, a new service that promises to "drive a flood of targeted readers to your blog." You simply add a bit of code to your blog template, which places a widget to your blog.
The widget lists five blog posts from other blogs that publish material similar to yours. When a reader clicks on a link that blog opens in a new browser window. For each page view on your blog, your blog will show up that many times in a BlogRush widget on other related blogs in the BlogRush network.
At the bottom of your widget lies a small BlogRush logo. Those who click the logo and sign up for BlogRush become your referrals. You then begin receiving credit for their page views as well. For example, if your blog has 100 pages views and your referral blogs 1,000 page views, BlogRush will list your posts in BlogRush widgets 1,100 times that day. It's like that old Faberge Organics TV commercial ("And I told two friends ...").
This referral system works for 10 generations, which means you'll receive exposure credits for page views on blogs that don't even know you exist. The BlogRush dashboard shows you exactly how much exposure you're receiving.
If you have multiple blogs, you can add them to one account and set up rules for the distribution of your exposure credits. If you're concerned about posts by competitors showing up in your widget, you can try to block them by prohibiting certain keywords that you designate. BlogRush is free. Learn more about BlogRush.
How to Receive this Newsletter
Published on Wednesdays, TechnoLawyer NewsWire is a weekly newsletter that enables you to learn about new technology products and services of interest to legal professionals. Like all of our newsletters, it's free. Please subscribe now.
In Abraham's video, Commercial Litigation Lawyer/Attorney in Texas — Overview, partner Randall Owen Sorrels discusses his firm's experience helping the little guy take on large corporations. The video alternates between takes of Sorrels looking like he's being interviewed and some Ken Burns-style photos.
I admire any law firm that uses YouTube as a marketing channel because so few law firms do. That said, this video has several flaws.
The director should have used more than one camera angle when filming Sorrels. Since we don't sense the presence of an interviewer, perhaps Sorrels should have faced the camera like a news anchor. Also, I find the photos used for the B-roll segments lackluster. Perhaps the director should have used video footage of Houston and the law firm.
Sorrels makes some important points, but his script sounds like an ad (it shouldn't), including platitudes that we have all heard a zillion times. Instead, why not take advantage of YouTube's longer format to discuss a recent case with a successful outcome?
The video's best segment occurs when Sorrels describes litigation as being bad for business and his firm's attempt to minimize such disruption by resolving disputes as efficiently as possible. Also, he provides a link back to the firm's Web site in the About This Video section.
Finally, I understand the importance of search engine optimization, but videos should have real titles since they presumably tell stories. Besides, you can kill two birds with one stone. For example, Abraham's could have used something like: How to Find a Lawyer to Handle Your Commercial Litigation in Texas.
In the video, Oginski discusses why there is no such thing as a question to never ask. He explains why you need to learn about all the facts before trial, including those damaging to your case. Oginski provides real information here! He also scores points by facing the camera and addressing the audience.
On the downside, the video features some cheesy music at the beginning and the end. I wouldn't have a problem with it except it drowns him out at the end. His editor should have used a more gradual fade-in. Also, inexplicably for such a savvy online lawyer, Oginski fails to link to his site in the About This Video section.
The winner? Oginski by director's verdict. Case closed.
About TechnoEditorials
A TechnoEditorial is the vehicle through which we opine and provide tips of interest to managing partners, law firm administrators, and others in the legal profession. TechnoEditorials appear first in TechnoGuide, and later here in TechnoLawyer Blog. TechnoGuide, which is free, also contains exclusive content. You can subscribe here.
Coming April 4, 2008 to Fat Friday: Jim Calloway takes Publisher Neil Squillante to task for his recent essay Why Email Kicks More Butt Than Ever (and Neil responds), Brent Blanchard reviews Palm Treo 680, Carol Bratt corrects a few misconceptions about Microsoft Office 2007 and reviews this new version, David Sergi explains why his law firm still advertises in the Yellow Pages, and Harold Burstyn responds to a Post about ambidextrous mousing and shares what works for him. Don't miss this issue.
How to Receive this Newsletter
Published on Fridays, Fat Friday is a weekly newsletter that features a grab bag full of genuinely useful product reviews and tips on a wide variety of topics. Like all of our newsletters, it's free. Please subscribe now.
Presenters: Tom Mighell & Friends Saturday, March 15 at 11:00 am
In addition to being a perennial favorite among both attendees and speakers, this TechShow staple is a great opportunity for the crowd to let its collective hair down and enjoy an often irreverent, free-form look at the Internet for lawyers.
This year was no exception as TechShow chairman Tom Mighell and colleagues took to the dais and led us all a journey of self-discovery and good fun. Of course your humble reporter was bushed by then so I just sat back and enjoyed the show.
Of the 60 sites, below you'll find my favorite 8 in no particular order plus 2 that I would have included:
When just one know-it-all site isn't enough, turn to this bulletin board forum where you might find for instance that you're not the only one who thought the "tab" button on your keyboard would order you a soda ... or who had a particular PDF question. Same difference.
Dodgeball was among the poster-children of the early Web 2.0 movement. The speakers agreed this site is great for reaching people with text messages when they get near a given location.
This site is just what you would guess: a remedy for what ails you. It also represents the pinnacle of "giving it away" when it comes to really useful information. Try to find something software-related that it doesn't address.
8. Google (including Google Docs, Google Calendar, Gmail, Goog411, etc., etc., etc.)
There is absolutely nothing I can add here that hasn't been written to death ... except maybe this:
• Nearly every aspect of the Google Office Suite is in the throes of being upgraded and improved on a constant basis.
• When I remember how Google Docs drew "oohs" and "aahs" at last year's TechShow it blows my mind to hear it tossed out in such a matter of fact manner as a viable office suite. What's the world coming to?
Twitter asks that you answer the question "What are you doing?" Respond in 140 characters or less and you're twittering. Join thousands around the world doing the same or keep the conversation private. It's a combination SMS system, social network, and cultural phenomenon.
About TechnoLawyer Trade Show Reports
Even in today's wired world, trade shows continue to play an important role. But not everyone can attend trade shows. Hence, our trade show reports, which bring trade shows to you. You can find our trade show reports here in TechnoLawyer Blog, and also in TechnoGuide, a free newsletter that also contains exclusive content. Learn more about TechnoGuide.
Presenters: Sharon Nelson, Timothy Johnson, and Dan Pinnington Thursday, March 13 at 5:15 pm
You'd think that a session held at the end of a very long first day of the TechShow would be a drag, right? But you'd be wrong. Timothy Johnson, Executive Director of the Law Practice Management Publishing, Sharon Nelson, President of Sensei Enterprises and Chair of the Law Practice Management Publishing Board, and Dan Pinnington, Director of practicePRO and Chair of the Webzine Board for Law Practice Today, delivered a helpful presentation for the prospective authors in attendance.
Publishing a Book
The speakers demystified the book publishing process by breaking it down into five simple steps:
1. Informal Proposal Propose an idea to Sharon and Tim. It's probably a good idea to review what the ABA's Law Practice Management Section has already published. If they think your proposal has merit and it does not duplicate something already in the works by another author, you are off to the races.
2. Proposal Form Complete a proposal form on the ABA's Web site. Your proposal will then be reviewed by the Publication Board and, if approved, then you are on your way to being immortalized in print, ABA-style.
3. Write the Book Now, for the hard part. To help you with the process of actually writing your book, the ABA will assign a Project Manager-Editor. Hey, someone has to keep you on schedule. At this point you'll:
• Sign an authorship agreement. • Propose a timeline (usually 6-12 months).
And remember, this isn't a law review! It's a practical way to share your knowledge and best-practices with lawyers like yourself. Don't forget to include such value-added features as:
• Checklists • Diagrams • Lists • Practice Pointers • Charts • Tables • Data, data, and more data
Once your oeuvre is complete, the time until publication will be about four months. The ABA retains the copyright.
4. Marketing Your Book The ABA does its share of marketing on your behalf, but it doesn't hurt to sell, sell, sell. Turn to fellow authors, bloggers, Internet talk-shows (podcasts), and don't forget online publications like TechnoLawyer.
5. Royalties Watch the royalties roll in at the rate of 10% of gross sales. Most books don't make it past their first edition, which is generally about 1,000 copies (although this ranges from as few as one hundred to several thousand). Who knows, maybe you'll become the Stephen King of the legal world, but 1,000 copies is still a good return on investment.
Additional Publishing Opportunities
The ABA has a number of other publications as well, including:
Law Practice is the flagship publication of the Law Practice Management Section.
• Submissions should be about 1,500-2,000 words. • Topics should be informative and practical too. • Circulation of the magazine is 20,000+. • Authors are not paid. • The magazine retains copyright (or right of first refusal).
eZine Publishing
Dan Pinnington encouraged people to contact him to discuss submissions to the ABA's eZine, Law Technology Today.
• Submissions should be about 1,000 words. • Topics should be educational and practical. • There is usually quick editorial turnaround. • Expect good exposure due to high traffic. • Authors are not paid.
Party Time?
And with that, day one of TechShow ended ... at least the official part. At 6:30 in the Grand Ballroom of the Chicago Hilton the ABA hosted a wingding of sorts known simply as TechShow After Dark. In addition, a series of working social dinners assembled around discrete topics. As for your humble reporter, I had a quick look around upstairs and went home to write. It was a long day.
About TechnoLawyer Trade Show Reports
Even in today's wired world, trade shows continue to play an important role. But not everyone can attend trade shows. Hence, our trade show reports, which bring trade shows to you. You can find our trade show reports here in TechnoLawyer Blog, and also in TechnoGuide, a free newsletter that also contains exclusive content. Learn more about TechnoGuide.
Today's issue of TechnoLawyer NewsWire covers a private label online store law firms can add to their Web site (see article below), a network appliance for handling discovery requests and legal holds, and customer relationship management software for law firms that integrates with Microsoft Outlook. Don't miss the next issue.
Open Your Own Online Legal Services Store
By Neil J. Squillante
Over the years, state bars have tried to protect lawyers by lobbying for and enforcing legislation concerning the unauthorized practice of law. By and large, these efforts have failed, especially regarding online legal forms — much to the consternation of solos and small law firms.
With Epoq's new DirectLaw, a private label Web-enabled document automation service, you can fight back the old-fashioned way — by beating the competition at their own game. DirectLaw provides your firm with a complete turnkey solution that creates a secure Web space for your clients. It integrates seamlessly with your existing Web site.
Within DirectLaw, your clients can assemble and purchase legal documents and forms, and also purchase legal advice when necessary. In other words, you can earn fees by simply reviewing common legal documents, and also provide personalized legal services for more complex needs, which the online forms providers cannot match.
Clients can select from hundreds of templates for common legal documents, including wills, powers of attorney, health care powers of attorney, marital separation agreements, divorce pleadings, and a complete collection of state-specific business documents such as corporation and LLC formation.
Once clients select a document, they complete a questionnaire in which they enter their personal information and instantly create a document ready for your review. Upon reviewing the documents, you may find other areas in which you can provide assistance. Even if the client just wants a simple form, at least it's you earning money and not some site run by non-lawyers.
Epoq provides you with a basic library of more than 200 state-specific interactive templates so that you can get up and running quickly. Epoq's Rapidocs Solo, an authoring application that comes bundled with DirectLaw, enables you to create your own templates as well.
Epoq offers DirectLaw on a subscription basis for one year or longer. As a DirectLaw subscriber, you receive access to your own secure administrative dashboard from which you can manage the client relationship, including retrieving client-created documents, uploading finished documents, and communication with clients.
In addition to Rapidocs Solo, DirectLaw also includes credit card processing of both legal documents sold through your site as well as your legal services in general. There is no set-up fee. Rates start at $495 per month for a solo practitioner. The fee increases based on the size of the firm. Epoq also provides Rapidocs Solo training for an additional fee. Learn more about DirectLaw.
How to Receive this Newsletter
Published on Wednesdays, TechnoLawyer NewsWire is a weekly newsletter that enables you to learn about new technology products and services of interest to legal professionals. Like all of our newsletters, it's free. Please subscribe now.
