Price Transparency and the Legal Marketplace

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My teenage children don’t know a world without the internet; a place where the sum of all human wisdom is a few clicks away.
Or where it’s really easy to research and buy the latest videogame.

 

Aside from the democratization of information and sharing enabled by the internet, the biggest impact of the web in most people’s lives is how it has transformed the consumer experience.  It has done so in two important ways:  by creating unprecedented levels of transparency and removing friction from the purchase process.   In nearly every industry, a wealth of information is available to consumers prior to making a purchase:  what the options are, differences between products, user feedback, and price transparency.  With full information about products, including price, the internet makes comparison shopping easy.

 

And with all of that information, purchasing is smoothed out as well.  Web services continue to refine the art of removing friction from the purchase process.  Amazon aggressively knocked down reasons to purchasing goods in brick-and-mortar stores.  Uber removed the transactional choke points from cab rides.  iTunes made it easy to buy music on an a la carte basis.  Much of the consumer internet continues to iterate and expand on the winning concept of blending ever-higher levels of information with ever-smoother transaction processing.

 

This online purchasing revolution has also reached beyond everyday consumer goods and services.  Buying insurance, trading stocks, even government licensing – all have been streamlined online.

 

But there’s one notable area that has remained largely impervious: legal services.  Despite some increases in transparency on lawyer backgrounds (Avvo) and do-it-yourself online legal forms (LegalZoom), the legal marketplace has seen nothing approaching the change in consumer empowerment and ease of transacting experienced in virtually all other industries.
It’s not as if legal services is a tiny economic niche.  The market for legal services in the U.S. is worth over $250 billion per year, and nearly 40% of that is made up of consumer legal spending.  Rather, a mixture of byzantine regulation, barriers to market entry, and restrictions on common forms of marketing have kept consumers from experiencing the same form of experimentation and innovation that has transformed the delivery of so many other goods and services:

  • Until the late 1970’s, lawyers in the U.S. could not advertise in any meaningful way, and many states still have laws on the books prohibiting lawyers from using common advertising techniques.
  • Non-lawyers cannot own even a minority interest law firms, preventing outside investment in the industry and removing the ability to offer equity compensation to talented non-lawyer leaders.
  • Except in limited circumstances, attorneys are prevented from participating in services that attempt to match clients with lawyers based on specific legal circumstances.
  • Rules based on the geographic location of an attorney prevent many forms of remote counseling, even when the matter in question is not dependent on a given state’s law.
  • Legal obligations in most states make it difficult for attorneys to offer limited-scope services that attempt to counsel or coach consumers through specific legal issues rather than engage in full-blown client advocacy.

Some of these restrictions are rooted in a learned profession’s reliance on tradition and resistance to rapid change, and much of it stems from a desire to protect clients and ensure the quality of legal work.  But a consequence of the locked-down nature of the industry is that many consumers who would otherwise use legal services do not avail themselves of them.

 

It’s not hard to see why.  There’s no way to shop for a lawyer-reviewed estate plan the way you would for a pair of shoes or a flight to Mexico.  And beyond price transparency, attorneys and law firm have shown little interest in marketing fixed-price, entry-level offerings that work fine for a large percentage of consumers.  Instead of leading with such offers and then upselling to those needing more involved help, the vast majority of lawyers treat every client as being in need of a custom solution.

 

It’s a shame for both consumers and lawyers. Many consumers who choose to do without a lawyer’s help are no doubt getting suboptimal outcomes in their legal matters.  And lawyers, by failing to deliver the transparency and ease of transacting that consumers have become used to, are missing out on a massive, underserved market.

–          Josh King is vice president and general counsel of Avvo.com, the web’s largest legal Q&A platform, directory and marketplace.

“The #1 Client-Generation Tool:” The Web-Based Art of Legal Marketing

The business of law has always been important but today it is far more complicated due to the web which has allowed the channels of advertising and business development to grow exponentially. From product placement in movies to handrails featuring advertisements, commercial culture serves as an omnipotent force and has yielded two great premises:  that we as a people respond to advertisements and that the Internet is a powerful tool for advertising.

Mark Britton, founder, CEO and president of Avvo, teaches attorneys and marketing professionals to have no legal fear when it comes to the business of law. In his upcoming address at Lawyernomics 2013 entitled “Issue Spotting: Turning 10 Legal Marketing Challenges Into Opportunity,” he seeks to instruct attorneys how to establish a marketing protocol in order to expand their practices. Mr. Britton sat down with me recently to further school the legal community on web-based legal marketing and how to “sell” one’s self in the modern legal landscape.

Attorneys historically self-promoted by attending large gatherings at rotary clubs but now there are multiple outlets for them to sell their services, such as LinkedIn, YouTube and blogging. According to Mr. Britton, a practitioner can utilize any “set of variables” for advertising purposes and this is important, given the rising number of lawyers and the resulting competition. Therefore, in order to truly succeed in today’s legal marketplace, attorneys must remain strategic and learn how to manage their businesses effectively.

The Internet, which Mr. Britton characterized as “central to life” as the law, serves as the most influential avenue for legal marketing. Facebook alone hold 8 million registered users—a small nation of its own. Practitioners must therefore act defensively—while they frequently rely on word of mouth, they must transfer this technique to such Internet sources as Yelp, Reputation.com and the Yellow Pages. Mr. Britton advises that the attorney who is aware of her “Google status” is ahead of the game.

In addition, attorneys must act on the offensive by making use of the Internet to increase clientele. Mr. Britton relayed how in his interactions with thousands of lawyers on a yearly basis, the common complaint is that the less experienced attorneys obtain more business because they advertise more. Regardless of the level of experience and professionalism, practitioners must utilize the web as a “tremendous strategic tool” to attain a larger client base. For example, they can join blogging spheres and practice groups that exchange ideas, build networks and develop business. This sort of self-promotion might be considered “unseemly” by some lawyers, yet the Internet serves as the number one tool to generate clients.

Mr. Britton acknowledges the challenge of thinking in a technology-driven, business-geared mentality when one comes from a legal background. He stresses that the objective should be to take on the role of an opportunity-spotter rather than just an issue-spotter.  However, in law school, we were trained only to take fact patterns and analyze them and when we practice, we spot the issue and mitigate risks, all without placing any emphasis on the business aspects of practicing law. As a result, when it comes to a tool such as social media, nine out of ten attorneys will focus on its privacy issues, entirely missing the point of its social networking benefits.

For all the attorneys and legal marketing professionals who struggle with how to go about conforming to the marketing must’s, Mr. Britton offers his insights on five baselines of legal marketing with the ultimate intention of converting contacts into clients:

#1. Establish your target audience.

Who are you searching for? Future and existing clientele? Law firms invest significant resources into bringing in clients so figure out who you are trying to attract so you can tailor your marketing strategies accordingly. For example, after establishing that you want to attract clients, refrain from writing your blog posts in legalese.

#2. Target your time and money as it relates to your target audience.

This should be preplanned and reviewed on a quarterly basis and should be initiated with a goal in mind. For instance, if your aim is to acquire a higher number of lawyer referrals, find space in your budget and calendar to start an e-newsletter or present at a conference.

#3. Target channels that you think are valuable one at a time.

Be deliberate about your marketing tools. Learn if your channels’ ROI is worth the time and money and either maintain the channel or turn it off accordingly. After you start that e-newsletter, get Constant Contact or any other service that provides monthly reports to figure out how many people are reading them and whether it is a successful investment.

#4. Measure your targets by figuring out the benefits.

Hire a consultant to see if you are actually gaining benefits from your investments. Paying high fees to place an ad in the Yellow pages is pointless if you do not know how many clients you are actually attracting.

#5. Establish a strong web presence.

Your website is the modern-day calling card so certify that it is in fact well-developed. To exemplify, if someone were to raise a point on Twitter and you respond by saying you wrote about this topic on your blog, the potential client may go to your website and develop her first impression of you through your website. This is often how social networking works—it all goes back to the website where people first connect with you. Make sure you also have strong seo controls in place so you can zero in on the demographics of your website visitors.

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7th Annual ABA GPSolo National Solo & Small Firm Conference

The National Law Review is pleased to bring you information about the upcoming 7th Annual ABA GPSolo National Solo & Small Firm Conference:

When

October 11 – 13, 2012

Where

  • Westin Seattle
  • 1900 5th Av
  • Seattle, WA, 98101
  • United States of America

The Seventh Annual ABA GPSolo National Solo & Small Firm Conference is an educational and professional forum that will discuss legal developments in the law that impact solo, general practitioners, and small firms.  The conference is designed to engage and inform attorneys at all levels of practice.  Attendees will gain practical knowledge from an expert faculty comprised of well-known nationally acclaimed speakers.

This conference will cover a wide spectrum of topics including Practice Empowerment, Technology, and Basic Skills.

Practice Empowerment topics include:

  • Law firm and client development
  • Unbundling of legal services
  • Mastering the courtroom
  • Ethics 20/20 update
  • Estate planning for same sex couples
  • Persuasive legal writing

Technology programs will explore:

  • Using an iPad in litigation
  • The best apps and technology for your practice
  • Virtual offices and cloud computing
  • The ethics of legal technology
  • Building your practice through technology and advertising

The Basic Skills programs are a must for law students, new practitioners, and those looking to change or expand practice areas. Topics include:

  • Immigration
  • Criminal Law
  • Federal Estate Tax
  • Federal Rules of Evidence
  • Bankruptcy
  • Intellectual Property
  • Real Estate
  • Business Law

7th Annual ABA GPSolo National Solo & Small Firm Conference

The National Law Review is pleased to bring you information about the upcoming 7th Annual ABA GPSolo National Solo & Small Firm Conference:

When

October 11 – 13, 2012

Where

  • Westin Seattle
  • 1900 5th Av
  • Seattle, WA, 98101
  • United States of America

The Seventh Annual ABA GPSolo National Solo & Small Firm Conference is an educational and professional forum that will discuss legal developments in the law that impact solo, general practitioners, and small firms.  The conference is designed to engage and inform attorneys at all levels of practice.  Attendees will gain practical knowledge from an expert faculty comprised of well-known nationally acclaimed speakers.

This conference will cover a wide spectrum of topics including Practice Empowerment, Technology, and Basic Skills.

Practice Empowerment topics include:

  • Law firm and client development
  • Unbundling of legal services
  • Mastering the courtroom
  • Ethics 20/20 update
  • Estate planning for same sex couples
  • Persuasive legal writing

Technology programs will explore:

  • Using an iPad in litigation
  • The best apps and technology for your practice
  • Virtual offices and cloud computing
  • The ethics of legal technology
  • Building your practice through technology and advertising

The Basic Skills programs are a must for law students, new practitioners, and those looking to change or expand practice areas. Topics include:

  • Immigration
  • Criminal Law
  • Federal Estate Tax
  • Federal Rules of Evidence
  • Bankruptcy
  • Intellectual Property
  • Real Estate
  • Business Law

7th Annual ABA GPSolo National Solo & Small Firm Conference

The National Law Review is pleased to bring you information about the upcoming 7th Annual ABA GPSolo National Solo & Small Firm Conference:

When

October 11 – 13, 2012

Where

  • Westin Seattle
  • 1900 5th Av
  • Seattle, WA, 98101
  • United States of America

The Seventh Annual ABA GPSolo National Solo & Small Firm Conference is an educational and professional forum that will discuss legal developments in the law that impact solo, general practitioners, and small firms.  The conference is designed to engage and inform attorneys at all levels of practice.  Attendees will gain practical knowledge from an expert faculty comprised of well-known nationally acclaimed speakers.

This conference will cover a wide spectrum of topics including Practice Empowerment, Technology, and Basic Skills.

Practice Empowerment topics include:

  • Law firm and client development
  • Unbundling of legal services
  • Mastering the courtroom
  • Ethics 20/20 update
  • Estate planning for same sex couples
  • Persuasive legal writing

Technology programs will explore:

  • Using an iPad in litigation
  • The best apps and technology for your practice
  • Virtual offices and cloud computing
  • The ethics of legal technology
  • Building your practice through technology and advertising

The Basic Skills programs are a must for law students, new practitioners, and those looking to change or expand practice areas. Topics include:

  • Immigration
  • Criminal Law
  • Federal Estate Tax
  • Federal Rules of Evidence
  • Bankruptcy
  • Intellectual Property
  • Real Estate
  • Business Law

7th Annual ABA GPSolo National Solo & Small Firm Conference

The National Law Review is pleased to bring you information about the upcoming 7th Annual ABA GPSolo National Solo & Small Firm Conference:

When

October 11 – 13, 2012

Where

  • Westin Seattle
  • 1900 5th Av
  • Seattle, WA, 98101
  • United States of America

The Seventh Annual ABA GPSolo National Solo & Small Firm Conference is an educational and professional forum that will discuss legal developments in the law that impact solo, general practitioners, and small firms.  The conference is designed to engage and inform attorneys at all levels of practice.  Attendees will gain practical knowledge from an expert faculty comprised of well-known nationally acclaimed speakers.

This conference will cover a wide spectrum of topics including Practice Empowerment, Technology, and Basic Skills.

Practice Empowerment topics include:

  • Law firm and client development
  • Unbundling of legal services
  • Mastering the courtroom
  • Ethics 20/20 update
  • Estate planning for same sex couples
  • Persuasive legal writing

Technology programs will explore:

  • Using an iPad in litigation
  • The best apps and technology for your practice
  • Virtual offices and cloud computing
  • The ethics of legal technology
  • Building your practice through technology and advertising

The Basic Skills programs are a must for law students, new practitioners, and those looking to change or expand practice areas. Topics include:

  • Immigration
  • Criminal Law
  • Federal Estate Tax
  • Federal Rules of Evidence
  • Bankruptcy
  • Intellectual Property
  • Real Estate
  • Business Law

7th Annual ABA GPSolo National Solo & Small Firm Conference

The National Law Review is pleased to bring you information about the upcoming 7th Annual ABA GPSolo National Solo & Small Firm Conference:

When

October 11 – 13, 2012

Where

  • Westin Seattle
  • 1900 5th Av
  • Seattle, WA, 98101
  • United States of America

The Seventh Annual ABA GPSolo National Solo & Small Firm Conference is an educational and professional forum that will discuss legal developments in the law that impact solo, general practitioners, and small firms.  The conference is designed to engage and inform attorneys at all levels of practice.  Attendees will gain practical knowledge from an expert faculty comprised of well-known nationally acclaimed speakers.

This conference will cover a wide spectrum of topics including Practice Empowerment, Technology, and Basic Skills.

Practice Empowerment topics include:

  • Law firm and client development
  • Unbundling of legal services
  • Mastering the courtroom
  • Ethics 20/20 update
  • Estate planning for same sex couples
  • Persuasive legal writing

Technology programs will explore:

  • Using an iPad in litigation
  • The best apps and technology for your practice
  • Virtual offices and cloud computing
  • The ethics of legal technology
  • Building your practice through technology and advertising

The Basic Skills programs are a must for law students, new practitioners, and those looking to change or expand practice areas. Topics include:

  • Immigration
  • Criminal Law
  • Federal Estate Tax
  • Federal Rules of Evidence
  • Bankruptcy
  • Intellectual Property
  • Real Estate
  • Business Law

7th Annual ABA GPSolo National Solo & Small Firm Conference

The National Law Review is pleased to bring you information about the upcoming 7th Annual ABA GPSolo National Solo & Small Firm Conference:

When

October 11 – 13, 2012

Where

  • Westin Seattle
  • 1900 5th Av
  • Seattle, WA, 98101
  • United States of America

The Seventh Annual ABA GPSolo National Solo & Small Firm Conference is an educational and professional forum that will discuss legal developments in the law that impact solo, general practitioners, and small firms.  The conference is designed to engage and inform attorneys at all levels of practice.  Attendees will gain practical knowledge from an expert faculty comprised of well-known nationally acclaimed speakers.

This conference will cover a wide spectrum of topics including Practice Empowerment, Technology, and Basic Skills.

Practice Empowerment topics include:

  • Law firm and client development
  • Unbundling of legal services
  • Mastering the courtroom
  • Ethics 20/20 update
  • Estate planning for same sex couples
  • Persuasive legal writing

Technology programs will explore:

  • Using an iPad in litigation
  • The best apps and technology for your practice
  • Virtual offices and cloud computing
  • The ethics of legal technology
  • Building your practice through technology and advertising

The Basic Skills programs are a must for law students, new practitioners, and those looking to change or expand practice areas. Topics include:

  • Immigration
  • Criminal Law
  • Federal Estate Tax
  • Federal Rules of Evidence
  • Bankruptcy
  • Intellectual Property
  • Real Estate
  • Business Law

Inside Counsel presents the 12th Annual Super Conference in Chicago

The National Law Review  is pleased to bring you information about the upcoming 12th Annual Super Conference in Chicago sponsored by Inside Counsel.

 Reasons why you should Attend This Year’s Event:
  1. Who Should Attend – General Counsel and Other Senior Legal Executives from Top Companies Attend SuperConference:Meet with Decision Makers: You’ll meet face-to-face with senior-level in-house counsel
  2. Networking Opportunities: SuperConference offers several networking opportunities, including a cocktail reception, refreshment breaks, and a networking lunch.
  3. Gain Industry Knowledge: You will hear the latest issues facing the industry today with your complimentary full-conference passes.
  • Chief Legal Officers
  • General Counsel
  • Corporate Counsel
  • Associate General Counsel
  • CEOs
  • Senior Counsel
  • Corporate Compliance Officers

The 12th Annual IC SuperConference will be held at the NEW Radisson Blu Chicago.
Radisson Blu Aqua Hotel

221 N. Columbus Drive

Chicago, IL 60601

Don’t forget – The early discount deadline using the NLR discount code is February 24th!

Inside Counsel presents the 12th Annual Super Conference in Chicago

The National Law Review  is pleased to bring you information about the upcoming 12th Annual Super Conference in Chicago sponsored by Inside Counsel.

 Reasons why you should Attend This Year’s Event:
  1. Who Should Attend – General Counsel and Other Senior Legal Executives from Top Companies Attend SuperConference:Meet with Decision Makers: You’ll meet face-to-face with senior-level in-house counsel
  2. Networking Opportunities: SuperConference offers several networking opportunities, including a cocktail reception, refreshment breaks, and a networking lunch.
  3. Gain Industry Knowledge: You will hear the latest issues facing the industry today with your complimentary full-conference passes.
  • Chief Legal Officers
  • General Counsel
  • Corporate Counsel
  • Associate General Counsel
  • CEOs
  • Senior Counsel
  • Corporate Compliance Officers

The 12th Annual IC SuperConference will be held at the NEW Radisson Blu Chicago.
Radisson Blu Aqua Hotel

221 N. Columbus Drive

Chicago, IL 60601

Don’t forget – The early discount deadline using the NLR discount code is February 24th!