Positioning Your Law Firm

It’s no secret that competition is fiercer now than ever before. You’ve got other lawyers jockeying for your clients like always, but now there are all the paralegal services nipping at your heels like angry dogs in search of a new chew toy.

That’s why the smart money is on positioning your firm properly. Positioning is the way in which your firm is differentiated from the competition. Most consumer bankruptcy lawyers don’t realize the power of positioning, and how it can boost your bottom line.

An integral part of the consulting work is helping my law firm clients determine who they are, and what they stand for. From there, we can work on how the firm may be able to differentiate itself from the competition.

Positioning is different from picking out pretty colors and a snappy logo for the letterhead and sign in front of the office. It requires you to dig deep down and pull out the answer to, “Why should someone hire me?”

Proper positioning requires you to emphasize benefits, rather than features, of your product. Let’s go back to one of my favorites, the humble drill. If I go to a hardware store for a drill, what I’m really buying is a hole in the wall. The machine is just the tool, not the benefit. I want the benefit, a nice hole in the wall into which I can screw a hook.

So, too, with bankruptcy lawyers.

Should someone hire you because you offer a free consultation, day and evening appointments, and free parking? Probably not, because chances are pretty good that some other firm in your area provides these features of their service offering.

Consider the following two statements:

“Experienced bankruptcy lawyer. We offer a free consultation. Evening and weekend appointments available.”

- and -

“Our experienced bankruptcy lawyers will review your situation at no charge, giving you the right advice for your situation. And you don’t even need to take off a day from work because evening and weekend appointments are available.”

See how the second option puts the benefits right in front of the consumer? Don’t just tell them what you have, but let them know in no uncertain terms why it’s good.

Sound Third Wave Advice

Get Out, Get Known and Cut Overhead to the Bone is a great post from Chuck Newton at Spare Room Tycoon.

MILO MILO, It's Off to Work Macs Go …

If you are an attorney or other professional who is interested in learning more about how to use Macs in your office, you should check out the Macs In Law Offices (MILO) discussion group.’ Recent topics discussed on MILO include hardware and software options and ways to most effectively implement them into our practices.Ben Stevens and I began MILO six months ago to provide a forum where open discussions were encouraged, which unfortunately does not happen in all groups.’ If you are interested in visiting MILO, there is a button on the right side of this blog that will take you there.

Solos in front of the conversation. Mainstream behind again!!!

Law.com has an article today called “When to Go VoIP? That Is The Question” As always, it seems some of the “mainstream” legal publications are behind the eight ball on advances in law firm technology.

Some of us have been discussing VoIP for law firms now for some time. Some of those bloggers include:

I know I have missed some. My point is this. Solos are in a position to try new technology before “big law” is. How much easier it is for the “partnership committee” of a solo firm to make a change and adopt new things. How much easier is it for the solo “technology committee” to adapt to new technology. We are the committee. I remember recently I received an email from Richard Georges of the FutureLawyer describing how he was having a partnership committee meeting on his way to his office. The meeting involved himself. No senior partners to contend with and no other committee to deal with. Topic brought up, discussion ensued, and decision made. How great is that.

For all of you law students who read this blog, and I thank you, don’t overlook a solo practice. One of the best things about it, is you will be the firm and you can do things the way you want. You can pick the type of law you want to practice. You can pick the technology you want to use. Which will be Mac of course!!! And you are the one who makes the decisions that affect you and the future of your firm. You and no one else. There is a sense of freedom in that. And I know, there is a sense of fear too. The great thing about it for you law students is that you are not going at it alone. There is a ton of information and help out there and I have only mentioned a small part of it. If you don’t read Build a Solo Practice, LLC and My Shingle, shame on you. They should both be required reading at law school.

How Did I Miss This?

I must have been living under a rock. I confess, it was a stupid oversight on my part. I’m talking about Pandora, a terrific service of the Music Genome Project. The GMP has analyzed an absurd amount of music, capturing the details of 400 attributes of each song. Pandora takes advantage of this indexing by asking you to enter the name of a favorite artist or song, then matching your tastes to create a customized music station. You get to rate each song that plays, and Pandora adapts to your likes and dislikes over time.

For example, I’m a big Dar Williams fan. I also happen to like Oingo Boingo. Totally unrelated artists, but Pandora came through like a champ for me. I’ve not only heard “The Babysitter’s Here” and “Elevator Man,” but also a number of other great artists with similar musical styles.

It’s totally free, and your stations are saved in your account so you can access the system from any computer.

Check it out – you’ll be glad you did!

Apple and Google Alliance?

I have actually been voicing my opinion about this for sometime now. And it seems I may have been right.

Yesterday’s Apple press event saw the unveiling of new iMacs and major updates to the company’s iLife and iWork software suites. But it also provided further insight into the cosy relationship developing between Apple and Google, with greater integration between the two companies’ product lines.

What’s new? iMovie ‘08 adds the ability to upload video direct to YouTube, and iWeb (Apple’s web page creation software) now integrates with Google Maps and YouTube, along with support for Adsense.

Combine these efforts with the existing iPhone tie-ins — Google Maps, YouTube, Gmail — along with AppleTV’s recently added support for YouTube, and we can see how the Apple/Google alliance is strengthening.

And don’t forget there is a Google person on the board at Apple. So what more could we see?

With iWorks ‘08 adding a user-friendly spreadsheet application, in addition to word processing, Google Docs integration could be a possibility. Google’s also thought to be developing its own web-based presentation software, so the same might apply to Apple’s Keynote software too. Along these lines we could also see Google Docs support coming to the iPhone, and were that to happen, then in many ways the much talked about GPhone would already exist, except it would be spelt with an “i”.

I look for more good stuff to come. Especially when one considers the possible web based applications one can use on the iPhone and where Google is going with that. And if you consider that the iPhone will most likely move from the EDGE network to 3g sometime, speed for web based applications will not be a problem.

There are just too many possibilities this relationship could bring to the user.

Source for Post: last100

Putting your Blog Readers to Sleep

Please don’t let this happen to your blog’s readers. Watch for more details coming soon about “Blawg for Profit”

Pricing Guide for Solo & Small Firms

Michael Sherman at Lawyer Profit Systems has a new post called “A Pricing Guide for Solo & Small Firm Lawyers.”

You can download a free pdf copy of Pricing for Maximum Profit from the Resources section of this blog. The eBook discusses value pricing as I do it in my own family law practice, as well as practical steps you can take to command premium fees in your own solo or small firm law practice.

This looks like a great resource to answer some of those questions out there about billing.