Most experiments fail, and from that we learn what doesn’t work. I was extraordinarily fortunate in that my experiment worked, far beyond my wildest expectations. Some might be surprised to learn this, but those would be people who failed to apprehend the nature and purpose of the experiment. I will explain.
When I started Simple Justice in February, 2007, I did so as an outlet to write my thoughts about news, law, whatever struck my fancy. I started that day with two readers, one of whom was forced to read. I knew nothing about the blawgosphere, not even what a decent blogging program would be or what a good blog should look like. There were a couple of other lawyers, friends of mine, who blogged, and they noted the existence of my blog on theirs.
Over time, more people read. I remember the first time I had 100 readers. I was astounded that 100 people would spend the time to read my ramblings. I was flattered. Some comments started appearing, and I enjoyed discussing the things I wrote about with these commenters. They were mostly other criminal defense lawyers, and we would banter and spar over issues. It was great fun.
Then other blawgs started linking to my posts, and more people read. When I saw 500 people read my posts in day, I was blown away. Then 1000. Then 2500, Then 5000. Then 10,000. Then more. My posts were linked by other blogs, some well established and well known, others brand new. I saw blogs come and go. I welcomed many, panned a few. But I always wrote whatever struck my fancy, and if someone else felt it was worth a link, great.
My voice has been the same since I started. I have opinions on things and say them clearly. If I have no opinion, I didn’t write about it. But as the numbers grew, the people who came here changed. Some were lawyers, most not. Some were regular readers, most day trippers. Many people who showed up had their own agendas, which didn’t happen to be my agenda. Some were, in my opinion, dangerous or antithetical to my views.
The comments grew as well, often to unmanageable proportions. In the beginning, they were part of an interesting conversation. Over time, they changed. Half the comments were interesting. Half were idiotic, self-serving, inappropriate or spam. In the beginning, I spent time trying to talk to people whose ideas were not really worthy of discussion. Over time, I tired of the effort. Still the comments kept coming, the spam, the ignorance, the deceitful. My tolerance grew increasing short.
Then there were the law students and young lawyers, who tend to be more computer literate than older guys like me, and who would play the Socratic Method game in the comments, challenging or arguing every point of nuance from their eager but inexperienced perspective. At first, they were cute, but they could be very demanding and often misunderstood that I was a lawyer, not their law professor, and had neither the time nor inclination to spend all day answering their questions. They could be quite a handful.
On top of that, I was deleting thousand of spam backtracks a day, ranging from the basic sale of drugs to correct erectile dysfunction to claims of videos of sex with animals. This too grew tiresome.
Still, each day I sit down in the morning with a cup of coffee and write about the things that interest me. There’s no one in my library telling me what sells, what will interest others, what will make me look particularly attractive. It’s just the same stuff that I started writing on day 1 in February, 2007. But much has changed externally since then.
What readers rarely think about is that I, as the blogger, have access to information that you don’t. I know how many people are reading a particular post or topic. I know where they come from, how they got here and how long they remain. There are posts I write that I believe are truly insightful and important, and they are read by experienced criminal defense lawyers and a handful of non-lawyers of remarkable intelligence and interest. These posts usually received a fraction of the read of some other posts, which tended to be more cutesy, insipid or trendy. The ones that required a greater level of knowledge and thought were never my most popular posts. But they were my favorites.
A short time ago, someone told me that I was being unfair in my attitude on my blog. It was no longer my prerogative to post what I chose, or be intolerant of commenters. I was informed that my blog had grown so large that it had taken on a stature beyond me. I now had a responsibility to my readers. When I wrote something critical, many others would read it and it would be treated very seriously. When I slammed someone in the comments, it sent shockwaves through the blawgosphere. Suddenly, this was not about an old time lawyer spending a little time writing up his thoughts.
Simple Justice was an institution, and as an institution, I had a duty to the public, I was told. I denied it vehemently.
But I needed to test this accusation. Was this still about an old-time lawyer, sitting in the early morning writing his thoughts down with a cup of coffee at his side, or was this an institution with responsibilities beyond his control? This was the experiment.
What I found was that Simple Justice no longer reflected my purpose in creating and perpetuating it. Others now imposed their purposes on it, projecting their expectations and judging whether I met them. People who read this blog think that I’m supposed to satisfy their wants and desires, both in content and tone. Others project their psychological needs on me, assuming that my blog exists to perform some public function, whether marketing or educational or informational, because that’s their understanding of what blogs are here for. And they are critical of me because I’m not adequately satisfying them.
While I still don’t know that this makes Simple Justice an institution, it is definitely inconsistent with my purpose for writing. I never sought anyone’s approval of what I wrote or why. Some of it disheartens me deeply. Other angers me, demanding that my purpose must be the same as theirs, when there is no overlap whatsoever. The issues that concern me don’t concern you? So what? There is nothing here that suggests that it’s about you. You think my views are foolish, wrong, simple, ignorant? So what? There is nothing here that suggests that I seek anyone else’s approval.
This is a blog. You don’t pay for it. No one makes you read it. The opinions expressed are those of one person. There’s no staff lurking in the background turning out post after post to generate advertising revenue. I get no advertising revenue. There’s not a dime to be made from Simple Justice. Whether you read it or not is of utterly no consequence. I wrote for 2 people exactly as I write for 10,000.
For those who cannot imagine a world where a lawyer would just write for the hell of it, thereby projecting their own views that this must be a marketing vehicle, boy have you got it wrong. Aside from the reality, that the nature of my clientèle doesn’t lend itself to marketing in the blawgosphere (or on the inherent, I might add), I have never gotten a single case that I’ve taken as a result of this blog. How about that, marketers? That doesn’t help you to sell your wares, does it?
I’ve gotten hundreds of phone calls for free advice, asking for pro bono representation, for low rent criminal defense that falls far outside the nature of my practice and from people who wanted to know why they
should have to pay a lawyer if they’re innocent. There is absolutely no financial gain to be had with this blog. Zero. I did refer some case to other lawyers in other parts of the country, so they benefited, but I never even got a bottle of wine in return as a thank you. That’s lawyers for you.
Yet I have law students and rookie lawyers lecturing me on what I’m doing here, and what I should be doing here. This is fascinating. I love the new criminal defense lawyer who has yet to try a case explaining marketing life to me, with perhaps the best line in the experiment.
You have apparently hit upon this formula on your own without the help of marketing professionals, and more power to you for that.
I’ve hit on nothing. I just wrote. His view of the world is so myopic, so distorted, that he can’t envision a purpose untainted from his. It’s a formula.
Other comments profile my psyche as seen from my posts. What is described as ego, or arrogance, is more appropriately described as hubris. Who am I to publish my opinions so notoriously? What gives me the right to say the things I say? I admit this. It’s an occupational hazard of being a criminal defense lawyer, the type who has tried cases. If anyone needs further explanation, then you aren’t ready to understand.
But then, if you think your opinion is worth publishing, start a blog. No one’s stopping you. I’m certainly not. Start it, write whatever you think appropriate, and adopt an egoless tone if that’s what suits you. It’s cool with me, not that you need my permission. Perhaps you have great ideas and will have millions of readers. Great for you. Give it a try. It must be easy if I can do it, especially without the help of marketing professionals.
Still other comments presume to state how my thoughts on subjects, notably the suggestion that I’m better than public defenders. This is about as far from reality as could be, and reflects wholesale assumption and ignorance of what I think and what I’ve written on the subject. It’s fine that a reader doesn’t know what I think, since no reader is obliged to read everything I write, but to put words in my mouth that are wholly wrong is another matter. It reflected only the commenter’s mindset, not mine. This needed to be straightened out. A commenter’s cluelessness doesn’t change what I think.
And then there are other comments, most notably by Lee, a California PD. I don’t know much more about Lee, except that he reads fairly regularly and doesn’t like me. Lee and I disagree about a lot of things, but Lee’s comments show a depth of experience in this practice that makes his thoughts worthwhile. I like Lee, even though he thinks I’m wrong much of the time. But others who don’t bring Lee’s experience to the table don’t add to the conversation what Lee does. I’m sorry if this hurts your feelings, but many of you just add nothing. You’re not Lee.
When I finally got around to reading other people’s blogs, I stumbled upon another old-timer, Norm Pattis. I learned that people either loved or hated Norm, because he held nothing back. I loved Norm. Norm burned out on blogging. Norm and I talk to each other about it from time to time. I think Norm understands what has happened to Simple Justice. I’m not sure how many other people do, but the number would be very small.
You new lawyers, the ones who are all hyped up on formulas and marketing yourselves “with dignity” would probably give your left nut to have the number of readers who come to Simple Justice every day. So go do it. Regardless of how wrong you think I am in my crusade against lawyer marketing, I can’t stop you. Why should you care what I think?
But there is one aspect of this that has eluded almost everyone. I didn’t go trolling the internet looking for legal marketers to malign and harass. They came here. The “attack” that has raised such ire from the marketing crowd happened in the comments on my blog. To readers, this distinction likely means nothing. To me, it meant everything.
They came because there were readers here that they wanted to touch, because they feared that my opinion would smear them in too many eyeballs. How ironic that little old me, who has hit on the “formula” and manged to gain all those eyeballs without the help of marketing professionals, can strike fear in the hearts of the very people who would sell their services to others to gain eyeballs. You would think that they would have all eyes on them. After all, they are the marketing professionals.
No one told the marketers that they could use Simple Justice as a platform to make their pitch, over and over and over. I allowed it to a point, but that wasn’t enough for them. That’s when my intolerance kicked in and I reacted. For those who “suspect” that my publishing the letter was some sort of apologia for my reaction, you are mistaken. If my purpose really is, as you believe, to market, then perhaps I would do damage control. Then again, I would be disinclined to make enemies in comments, or post long emails from young probate lawyers that make me look pretty awful.
It doesn’t matter whether any of you comprehend this or believe me. Even some close friends in the blawgosphere, people who I’ve helped out along the way and supported when they needed a hand, have expressed doubts as to my purpose and took issue with my prickly demeanor. Others have remained silent on the issue, apparently unwilling to get bloodied in the mêlée.
So this is why my experiment has been a smashing success. I’ve leraned that Simple Justice has gone far, far astray of its purpose, an outlet for me to write about things that interest me. Nothing more. I will continue to write about things that interest me whenever the mood strikes. I will continue to respond to comments in whatever way I chose. I will continue to take the position in which I believe, even if it’s unpopular or, God forbid, boring to others. Simple Justice will no longer be an institution. Just a blog.
Post Script: I don’t know how many readers will make it this far, but of the ones who do, some will feel that this is a blatantly self-indulgent post (not to mention boring to them). It is indeed self-indulgent. Everything about Simple Justice is self-indulgent. That’s why I write. I’m not you, and I don’t chose to be you. I have no plans on letting any reader define me or my purpose. If you still don’t get it, then you never will. And if you never want to read Simple Justice again, I’m fine with that. But thanks for your help with my experiment.
I was going to write about Giant’s wideout, Plaxico Burress today. I’ve decided not to. Maybe I’ll post about something else tomorrow. If I do, it will be whatever strikes my fancy, just as it was on day 1. With that in mind, a musical interlude.
