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.

