Get What You’re Worth

     Who are you going to listen to – me or some guy who wants to be paid for advice?
     The National Law Review has posted a lengthy piece by the CEO of something called The Rainmaker Institute, in which he answers what he claims are the “most common questions” posed at his company’s retreats.
     Many of the answers seem to imply that it’s a good idea for lawyers to hire The Rainmaker Institute.
     Perhaps I’m too harsh. Read the questions and answers for yourself and then compare them to my answers to the same questions.
     Why does it seem like my prospects only care about price?
     Because they only care about price. Lower your price.
     My firm is small; how can I compete against bigger firms on the Internet?
     Strange as it may seem, larger firms aren’t entitled to larger shares of the Internet. In cyberspace, there is no size.
     Also, a .xxx domain will help.
     Can’t I do this all myself instead of outsourcing?
     Yes.
     How do ethics play into social media?
     Have you seen the Internet? What are these “ethics” of which you speak?
     Should I only focus on online marketing?
     Only if you wish to specialize in representing young adults living in their parents’ basements.
     Why am I not getting referrals?
     There are many possible reasons for this but the most likely is that you’re a lousy lawyer.
     What’s a good way to get people to give me a testimonial?
     Pay them.
     When should I ask for testimonials?
     After the third drink.
     What are a few major systems I should have in my law firm in regard to managing client experience?
     I’d go with a computer and an espresso machine.
     
     Another Question
     The Rainmaker Institute isn’t the only place to turn for guidance, for a price. There’s also an outfit called Law Business Mentors that recently asked the question online: “ Why Don’t You Charge What You’re Worth?
     Surprisingly, their answer isn’t “because you’d go broke.”
     Instead, the Mentors author says, “You’ve got to wake up and really wrap your head around the awesomeness you already provide to your clients.”
     All you have to do is enroll in one of their programs to unlock your inner high-fee narcissist.
     Successful lawyering is a state of mind.
     
     Anti-Marketing
     Here’s a reaction to marketing that I can’t recommend: “If I ever saw this guy at an event, I’m pretty sure an ass-kicking would soon follow.”
     The quote is from a blog called Angry Asian Man and it’s about an ad, allegedly for an Alabama law firm, which features a white guy in a coolie hat doing a really bad Charlie Chan accent.
     “The shit could not be more racist if it tried,” the blog says.
     But were they trying?
     According to a couple of news reports on this, the law firm claims it had nothing to do with the YouTube ad. A marketing firm claims it was hired by the lawyers and is inviting other companies to use the services of Wong Fong Su – who isn’t racist.
     You can decide the racist thing for yourself. Meanwhile, I’d avoid hiring Wong Fong Su unless you’re going for the fart-joke fan, socially oblivious clientele.
     Big market there – and you shouldn’t have any problem charging the awesome fees you deserve.

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