After the presentation yesterday, both Bennett and I realized that we had barely scratched the surface of what we wanted to day. There was so much, so many variations, such a big learning curve with people all along it. And going out on three dimensional paths we had never thought about.
Afterward, guys came up and asked questions. A lot of questions. Some were interested in getting started. Some had, and listened to the salesman from one company or another. It wasn’t working, and they were trying to decide whether the excuses were true and they should keep sending the checks. Some checks were huge. Others less so. The lawyers sending huge checks felt particularly bad. They just found out who the fool in the room was.
It became difficult to watch other speakers, like Ben Kuehne talk about what it’s like to be the object of the government’s affection, as lawyers kept asking questions. Was she on the right track or getting burned. Was Justia as bad as Findlaw (“Nobody is as bad as Findlaw, but Justia is still bad,” Bennett responded.) How does he stop the shameless skeezeball across town from claiming he won that big capital case that he won. (“Call him out,” I said. “But I don’t want to make enemies,” he responded. “Bummer”, I said.)
There was a bottom line here, and one that disturbed me. If there was one question that permeated all others, it was clear and simple: How do I make this work to get business now?
There was a voice in their head that told them that the whole point of the internet was to make money. It was the voice of the marketers, whispering that the internet would fill the voids in the day with new clients, flush with enough cash to pay both fees and costs.
The marketers have done their job well. It’s not just that they believe, but that they can barely imagine any other purpose, any other benefit to be had. A conversation? What a waste of time. All that effort to write a blog post just to have a conversation when you can chat with the guys at the bar, or the lawyer in the office next door if you feel the need. Oh no, this is about ROI. Put in the time to write, and there’s got to be a fee at the end of the rainbow.
The problem was that many were trying, and paying some silly numbers to marketers who swore they would make them rich, and it wasn’t happening. The lawyers quietly licked their wounds, assuming it was their fault. They must be doing something wrong. If everybody else was online, making oodles of money, why were they the only one sucking wind?
What eventually came out was the they were all sucking wind, but feigning success before their peers because that’s what lawyers do. They never want to show weakness, and believe in the benefits of projecting a strong image of success. Success breeds success. No one wants to be the failure.
But they weren’t failures, even though they thought they were. They were lied to and, like most victims of scams, didn’t want to admit they were foolish enough to be taken. And taken, they were.
It’s going to take more than a one hour presentation to straighten out this mess. It’s already unbelievably deep and pervasive, and there’s an awful lot to clear up. But these are our friends and brethren who have been taken for a ride by marketers, and helping them is the least we can do. Just as we would hope they would help us if we were the victims.
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Mr. Greenfield:
Thank you for yesterday’s presentation. It was informative and helped raise my hackles a little more about the marketers out there. I have been playing with getting a website and the remaining social network platforms started but been reluctant to do so. I am in an extremely small town and county but long ago saw the foolishness of large yellow page presence. I will be following you and Mr. Bennett for a few weeks to see what, if any, blog presence I want. Thanks again!
Thanks, John. I can’t tell you how impressed I was with the FACDL, the level of focus, interest and zeal. You guys are a model for other associations around the country. I was honored to be able to offer a little help, and honored to be allowed to hang out with you guys.
You’re spot on Scott.
Amazing that the Internet which allows a lawyer to grow professionally and communicate with peers as well as non-lawyers is viewed by most as a way to make a buck.
At a time, when our profession needs a tool like the Internet to make lawyers more approachable and to improve the image of our profession, it’s sad that lawyers use the Internet for instant self gratification.
It’s a battle, Kevin. We are way behind the indoctrination curve.
I am optimistic — maybe to a fault. It’ll catch up with the folks selling snake oil. Will a few lawyers who can’t slow done to save themselves get taken? Absolutely. I talk to such lawyers on a regular basis.
Lawyers feel that a failed marketing campaign is their fault because marketers make them feel that way. The marketers sell a “silver bullet” and tell people that if it’s not working, it’s because the lawyer isn’t implementing it the way it should be.
Marketing, doing good work, building a reputation – it’s all hit or miss. We try different things and find what works for our clients and what works for us. It is part of the journey.
I spent a lot of time talking to lawyers after the presentation. I can’t tell you how relieved they were to know that they weren’t the only ones who found out that it’s not a silver bullet. A lot of standard lawyer bravado, but they really appreciated hearing a little bit of truth and finding out that it wasn’t them and there is no silver bullet.
One thing Bennet and I realized; this needs to be done on a much broader scale. There’s potential disaster looming from this scam marketing approach. They need to hear what it’s really all about, and what they can really expect to get from it. Right now, there’s nobody telling them the truth and some very big guns selling them snake oil.
These are good people. They deserve better.
You’re right that there’s a potential disaster from this marketing scam.
Brian Cuban and I were talking about this Thursday night. For example, we saw the danger in bar associations and legal publishing companies introducing people who have accomplished nothing, other than getting lots of people to follow them on Twitter, as authorities on how lawyers should do business development on the Internet. The irony is that these bar associations and legal publishing companies should be introducing these so called experts as lawyers who couldn’t get a job themseleves.
Though many of us see these problems, we, like other lawyers are too nice (or politicallly correct) to call a spade a spade. It’s this failure in having a candid conversation that has lawyers following each other off a cliff. It’s been going on for years.
Checks? People send checks?!?
I talked with Brian Cuban about that as well. I see the trend going the wrong way, with the few people willing to say what needs to be said being castigated as mean and negative.
Paradoxically, the blogs that make their lawyers money are the blogs (like yours) that make no effort at making money; they simply indirectly benefit by writing a blog people want to read and find impressive.
It was great hearing from you and Mr. Bennett at the seminar. I learned a lot about the internet(s), and was reminded that I do not have to lower myself to sleazy advertising on the web just because some of my competitors do it. Bravo!
It’s not paradox, it’s karma, and the ability of people to smell the real deal. As Scott says ” noone wants to read about how great you think you are”; they want content that is interesting.
Interesting article and discussion. I’m just getting my feet wet in blogging,and know it is slow going. But I feel I’ve benefitted myself most, from getting to know other construction lawyers around the country. Hopefully I am putting out content that others find valuable too, but I have fairly low expectations of any ROI.
There are some wonderful benefits to blogging, but an ROI isn’t necessarily one of them. If you have no expectations for a return, you won’t be dissapointed and, should there be any unexpected return, it will come as a pleasant surprise.
I must have missed the memo, what’s bad about Justia?
Thanks!
That’s Bennett’s turf, so you have to ask him.
Seth Godin just had a post that I think it relevant. (I hope you’ll allow the link [I will, but only because I also read the post this morning and regularly link to Godin’s posts]) –
He posits that everyone is hoping to hit the lottery, looking for answer that starts with “I have just the magic pill you need.”
Lawyers are partly to blame here because of our near-universal inability to admit that something isn’t working or that we are wrong about a position we took. We’ve been trained on how to argue we’re right…even when we’re wrong.
However, that issue aside, it doesn’t detract from the idea that new lawyers (and some old lawyers) are all searching, desperately, for that magic pill that will TRANSFORM their practice into what they want. Part of the reason is that the true answer is horrifying and here it is:
It takes hard work, persistence, a bit of luck and you always doing your best on everything. Then, just maybe, it will all start to work.
Also, Justia sucks eggs.
Later,
Victor
Interesting. The attorneys I pitch web and blog development services to aren’t gullible and they don’t seem like they’re willing to toss money away (or give it to some shady marketing types).
Then again, I tell them it usually takes a year of steady work for a blog to trigger one phone call from one potential client.
Maybe that’s why many of the lawyers I pitch services to just want a web site, because they know they don’t have the time or the wherewithal(skills) for a good blog.
So I’m surprised you found so many attorneys who’ve been had.
There are, of course, other explanations for your experience.
You’re not saying. You’re asking, or suggesting someone else was asking. And you’re quoting an oral reply by another lawyer, who is alleged to have said some company is bad. Carefully choosing words to avoid defamation or slander, are you casting aspersions?
All this makes me glad to be an assistant PD. I never, ever have to worry about having enough business — or how to get more! LOL
Is this presentation of yours and Bennett’s available somewhere online?
I’d love to get a copy, or see a recording, or some such.
Thx,
-rsh
It was available only to living, breathing people personally present in the room. If you would love to see it, join the FACDL.