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Minnesotafree2
 

Minnesotafree2

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  • Story of my first encounter with free.
  • Fast forward 15 years, and we find that there’s a huge amount of products and services to run our practices. Some - like legal research, practice management tools or business cards make free services that we once purchased. And other free products - email or social media - give us access to tools that existed only in our imagination.
  • As lawyers our own experience with free is PROOF. Proof that free can be faster and cheaper and yes, even better. Free (and cheap) is enabling today’s lawyers and run law firms for a fraction of the costs needed for 15 years ago. And that’s not only good for lawyers, but clients as well. Because if we can do more with less, we can expand to justice for those who once couldn’t afford it.
  • But just as we are beneficiaries of free, so too, we may become its casualties. Because just as we lawyers use free to save money and capture efficiencies, when it comes to legal services, potential clients are using free for the same reasons.
  • Legal services are free or close to free - Legal einstein Legal doyourownwill.com, mycorporation.com, whichdraft.com. Even free legal research for the public on Google. Free access to legal documents
  • Legal profession is now undergoing a process akin to stages of grief over free.
  • We lawyers are using free as good enough - fast case, google legal. Not all the time, but some of the time. It’s a business opportunity. Need to realize all people want is good enough. Can we give people good enough? (or decide not to serve good enough and focus on high end in cases where people want it - people still pay $4 for starbucks, hundreds for fancy hotel)
  • Makes it so even fewer people will use us. (harder to access lawyers w/out internet option)
  • Customers expect free and there’s so much available. The reality is that if you don’t give something away free - a consult or ebook or lunch at a seminar, consumers have other choices. And - it’s not just clients with resources. Corporate clients are choosing lawyers partly on perks like free CLE and secondments.
  • The faster we can accept the changing world, the better.
  • When price approaches zero, our opportunities will eventually reach zero. What if we took the idea of zero as price and flipped it on its head. Then, we’d see that our opportunities are infinite. That’s the purpose of my talk. To get you to look at free in a different way. To lose your misconceptions and suspicions of free and see it as something that we can use to expand our opportunities rather than limit them.
  • How do we
  • How do we
  • Free business plan review. To give insight
  • Wills for college students, LLCs for home based businesses, copyrights for bloggers. Diagnosis tools (example MyShingle) - series of scored questions that will inform prospects if they need legal help and if so, what kind.
  • Wills for college students, LLCs for home based businesses, copyrights for bloggers. Diagnosis tools (example MyShingle) - series of scored questions that will inform prospects if they need legal help and if so, what kind.
  • Wills for college students, LLCs for home based businesses, copyrights for bloggers. Diagnosis tools (example MyShingle) - series of scored questions that will inform prospects if they need legal help and if so, what kind.
  • So cheap that we can give away things of value. Why give a pen or a note pad? Give something really cool? Is it costly? How many people pay $60 to get a great client? Why not pay same amount to keep one & have they market for you?
  • How do we