Post by Nuno B.M. Lumbrales, lawyer, partner at Lumbrales & Associados and LawRD user:

One year ago, as a partner of a newborn law office, I was confronted (relunctly and along with scarce financial resources) with the need to invest in the development of a website to the office.

At that time, our only target was to keep up along with our direct competitors, avoiding to “stay behind”, as we were resting assured that the website wasn’t going to provide us with measurable profits.

The first surprise was the budget presented to the website development and maintenance, which was quite reasonable. In fact, the competition between many of the Portuguese PME (Small and Medium Enterprises) in the computer sciences business was robust enough to assure that the prices kept reasonable and negotiable. The secret to get a good deal in computer sciences was to avoid making business with the highly acclaimed “monsters” (it only took the estimate budget of the project to get discouraged).

The second surprise was, once again contradicting our assumptions, that in our first year of existence some clients came to us stating they’d known our office through the website after performing some google searches.

At the end of the day, comparing the costs of the website and the profits coming from this specific clients, showed us that the balance was positive right in the first year, reason that led us to conclude that our investment was, in fact, profitable.

Post by Gustavo Rocha, lawyer and consultant in management, IT and quality for law firms. He’s the author of Gestão.Adv.br (content in Portuguese only):

A lot has been said on managing law firms, on how they need to organize and prepare present today’s market, etc.

Management is a wide, true and assertive word. Not the answer to everything, though.

Law practice management is like an adjective in a sentence, it needs a subject and a verb. How so?

Subject: What is the point on talking about standard procedures and results analysis when those in charge of the firm are not doing their homework? Management ought to be the first ones to be involved in any firm evolving process. They will be the driving force so all staff see changes in a serious, willing and respectful light.

Managing stands for assessing internal procedures, reviewing and change whatever it needs so the business  may thrive. This calls for the presence of all partners in this process. Executive tasks can be delegated, however, strategic ones are to be set by those who take all risks and sort the firm out i.e. the partners. A tree alone does not a forest make, of course. Everyone at the firm must be in tune with the practice and its project. For that purpose, the subject (be it a leader, a partner or a manager) has to be a constant presence so it all comes into being.

Verb: if we have subjects (people willing to face up the challenge of changing) the first step is taken. But with no concrete action (verb) nothing happens. It’s a basic law of physics: for something to leave it’s inertia something must alter that.

So, what actions are taking you presently on your practice? At least, you should invest on:

• Law marketing;
• Social networks;
• Proper software.

One has to be connected to today’s market (law marketing) and present/future market (social networks), as well as, to IT as an edge in your business (more productivity with less people by managing data).  It not enough for you to be the subject, you’ll need to have and to be the verb of change.

Adjective: it is what specifies and distinguishes within a sentence. That is exactly what management does. There is none without subjects nor actions. Even if a firm is formed with driven, self assured and leading people in the legal practice, without management all is doomed in presence of the demands of the present market reality. Management provides firms with quality, efficacy and productivity.

Those are the demands that the market wants to be met. How is your firm doing in this regard? Are the subjects who work with you driven and focused? Have you any planning for strategic results? Is management an edge at your firm? More than qualifying, management differentiates in today’s market.

To conclude, management has to go along with driven subjects and focused actions towards quality, efficiency and productivity in your practice.

Post by Nuno B.M. Lumbrales, lawyer, partner at Lumbrales & Associados and LawRD user:

Recently a lot has been said on legal practice marketing i.e. the best strategies and procedures for lawyers to make their activities and services widely known.

The deontological rules that govern such practice, though they may vary from country to country, are usually prohibitive or restrictive, to say the least, publicity wise, though.

In fact, given its social responsibility and special trust issues, that any legal service contract implies, be it contentious or not,  this is not a mere commercial activity  for it obeys to specific regulations meant to ensure much tighter ethical standards than those applied to most common commercial practices.

On the other hand, the market itself, namely companies, demands for law practice to be modernized, more “commercial” as to take procedures as companies do, thus prompting standards that bring companies and lawyers closer.

As marketing and publicity are concerned, many who are unaware of the deontological regulations of the legal practice, find it strange that they’re not approached by lawyers as they constantly are by other service providers, what doesn’t bother them at all.

Publicity boundaries, or certain publicity restrictions, are quite justifiable for the legal practice considering the afore reasons. Some countries have total restriction to such publicity, thus being in need of some flexibility, though.

Post by Gustavo Rocha, lawyer and consultant in management, IT and quality for law firms. He’s the author of Gestão.Adv.br (content in Portuguese only):

For quite a long time word of mouth has been the best way of getting new clients. Nowadays, with the growth of social networks, there is a new form of pointing, interacting and gather new clients.

Is it?

Social networks are an excellent means of adding new contacts and followers for our view points, yet this is just a medium, not the core reason for contracting services.

Recommendation results from good work, best client management, fair pricing and perfect service. These adjectives will make your clients to recommend your practice to others.

Adding to good work, client management, pricing, etc, there’s the need for all that to be advertised, i.e. marketing.

How can that be done? There are lots of ways! Some are ethically legitimate, others are not. Publicity alone doesn’t cut it, though. Marketing must walk along side with credibility. Such credibility is gained by stances that reflect our practice, e.g.labour law, just debating or giving tips about it isn’t enough. One must have
effective actions on this law area and its target demographics.

And how can you act toward this?

Through social networking.

Keep up with the times. The younger generation is talking to one another through social networks. Overlooking that is writing a death sentence to your practice.

So, which is best: recommendation or social networking? Recommendation along with credibility, including on the social networks.

Post by Gustavo Rocha, lawyer and consultant in management, IT and quality for law firms. He’s the author of Gestão.Adv.br (content in Portuguese only):

When we think of a marketing initiative, we should have some basic principles so it won’t be in vain.

Three questions that I rate as essential:

• Who?
• What?
• How?

Or better yet:

• Who are your target audience?
• What can you offer them?
• How can you reach them?

It’s not enough to say that you will do everything for your client. That won´t do. You need to focus on a target audience.

You either dwell on B2B or B2C.

Think of what differentiates you from the rest. It’s not enough to say you’re honest. That is basic. You need to have a product, a palpable edge.It doesn’t have to be the pricing but instead a personalized dealing with clients, or even an important connection that will make you speed things up, i.e. something that will set apart and above the competition.

And this is vital: How to reach your target audience? What actions to take? Practical ones: blog, site, newspapers, interviews, connections, etc.

It all depends on your target, your business and your view of the market.

All your decisions have to go through these three filters, though.

Think about it and rock and roll!

Ah, the good old days when selling a product or a service was all about ‘the five marketing Ps: Product, Price, Place, Promotion and People.

Today we live in a more complex universe:

• Complex and globalized;
• Complex, globalized and online;
• Complex, globalized, online and interactive.

That’s right! Clients are different now. A client will search online for matching prices and bargain the delivery with the product seller, then he/she will use a credit card to buy that product made in China, which is sent as a gift to a friend in India, who happens to be in the Bahamas on holidays seating in front of a computer in some hotel.

Clients are debating companies on social networks, nowadays. They demand. They want technical support. They want solutions.

Let’s not verse on those people that are not within reason at all, they’re just looking for reasons to argue about anything.

Let us picture this practical example: I buy a Dell computer over the internet. Why this brand and not any other? Here are some tips:

• Dell’s website is great for customizing your PC;
• They always have sales promotions on Twitter;
• I always get on line support from them.

Supposing that PC has some video glitches.

I contact their technical support services and, let’s us imagine I get no reply, (actually I’ve witnessed the opposite, but for the sake of the example, we’ll say they didn’t), then I’ll Twitt about this issue.

Within few hours, people are bad mouthing the brand.No mass marketing and advertising will keep any brand imune from those that can really jugde it.

Some might say: Well, that goes for products, but services are different.

Are they? Really?

If I can show to my clients that I’m using IT means, what they’ll notice it’s just the file I’m working on and not reams of other papers. If I keep them updated on their files by email and have ‘their backs’ with little nothings like this, are they going to focus that much on my pricings?

If they’re looking for low rates, let them look for it. If they’re looking for quality services they will look for the assistance I’m offering.

Don’t fool yourself about clients. Keep always a step ahead from them. Surprised them on the details. There are others in your businness, with technical and qualification skills.

Your smile, reports, management, presentation, way of talking and acting are unique, though.

That is the essence that will make the difference by the time of hiring or not, of buying or not.

To conclude:

On this day and age, marketing goes beyond the traditional, it is supposed to be interactive, to make use of social networks and to accept criticism as a lesson for constant and full growth.

Today’s post takes its title from a 1984 movie: 2010 - The year we make contact the sequel of 2001- A space odissey.

Looking back on 2009, I find it a fruitful year regarding the legal and entrepreneurial areas. We had a lot of technological developments, more lawyers are facing their practices as companies, more management, technology and quality are embedding the judicial minds. This was a year of big legal marketing, social networks and strategic alliances.

And what has 2010 in store for us? Dreams, longings, wishes and mostly work.

Yes, I wish you dream a lot, for dreams feed our hope and bring happiness from the smallest thing, from the minimum acomplishment, from what is palpable.

May your wishes come true. Hope for good things and they will come true.

May the yearning fill your life. Hope for happiness, love, friendship, endearment and after dreaming, thinking and whishing, do the main thing: work. May work guide your path in 2010. Not just in the professional acomplishment sense. Work as a verb of construction. Work as a will to change. Work as a new way to see the world.

I think that the movie predicted legal practice and entrepreneurship in 2010.The legalpractice and its marketing, as well as entrepeneurs are totally interconnectd through this word: contacts. This is how networks emerge, be they virtual or face-to-face. This is how people trust each other. This is the way to hire a professional.

Everything is contacts! Not the contact per se, but the display of trust, i.e. forwarding. Learn that forwarding is as important and should be as criterious as establishing contacts is. When you forward a contact, you commit your name, your good name and you give credibility.

Learning to deal with social networks is key for 2010. It is not enough to be connected and have thousands of followers on twitter, facebook or plaxo. Be connected and interact with this audience.

2010 will be the year we will make contact.