The indented part of this post contains information  taken verbatim from the monthly newsletter of Harlan Schillinger, Vice President/Director of Legal Marketing for Network Affiliates, Inc. I’m sharing it here, with Harlan’s permission, because he makes some great points I want to share with you.

Although people go to law school for a variety of reasons, I believe most lawyers who represent consumers, families and small businesses became lawyers because they genuinely wanted to help people. Harlan Schillinger of Network Affiliates, a legal marketing firm, “get’s it.” This article reminds us that being a lawyer is about more than merely making money (although Harlan can help you do that, too).

Here’s Harlan’s newsletter from today (full disclosure, this is not an affiliate-link post, I am not being compensated for the post, and I don’t have a financial interest in  Network Affiliates). I just thought Harlan’s advice was too good not to share.):

Do NOT Get Involved In Community Service If Your Heart Isn’t In It

Community service is a great activity to participate in for many people and businesses. The difference between a business being involved in community service and a person engaging in community service is that a person will very rarely become involved in community service without having a passion for the cause. Businesses shouldn’t engage in community service unless the people representing the business have that same passion.

Community Service Won’t Build Your Business

While stating that community service won’t help you build your business seems contradictory to our position on community service, it actually makes perfect sense. The act of performing community service isn’t what helps your law firm when your firm volunteers its time. People gravitate towards the thought behind your firm volunteering, not the volunteering itself. Community service is an expression of the values your firm holds. The act of getting out in the community and helping out is merely a demonstration of what is important to your firm. But without having the underlying values that support your community service efforts, what is your firm actually doing?

Your Firm Has to Walk the Walk

If your firm does engage in community service without caring about the cause, people will see right through it. People will be able to tell if your brand cares about the cause based on your firm’s interest level at the events. If people see members of your firm in a general state of malaise and disinterest, it reflects poorly upon your brand. In fact, performing community service without caring about the cause you are volunteering for can actually have a negative impact on your firm’s brand. People will not want to do business with a firm that makes a mockery out of community service and sees the community as a means to an end. Your firm has to “walk the walk” when it comes to community service. If your firm doesn’t actually believe in community service, it will be painfully clear to others and people will not want to bring cases to your law firm. [click to continue…]

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Online legal marketing by consumer lawyers apparently shocks Big Business. Big Business has funded a study about legal marketing on the Internet that’s actually pretty interesting to read.

Would you believe that law firms which represent consumers will spend over $50 million on Google keyword advertising in 2012? That’s the estimate in a 38-page study, The Plaintiffs’ Bar Goes Digital. The study was just released by the Institute for Legal Reform, a front-group for the U.S. Chamber of Commerce.

Multinational corporations have been waging war on consumers’ legal rights by spending millions lobbying in Washington, D.C. and every state capitol. They also have spent the past twenty years or more funding so-called “tort reform” publicity campaigns with millions spent to limit individuals’ legal rights.

Don’t consumer lawyers have the same right as Big Business to communicate directly to the public?

Both consumer lawyers and legal marketers will find lots of interesting nuggets in the study. The study, which is based on its own “estimates,’ say the biggest law firm spending money on Google keywords is Danziger & De Llan. The Institute suggests that the Danziger firm will spend over $16 million on Google keywords. This easily beats spender number 2, The Sokolove Firm, which will spend a little over $6 million according to Institute estimates. [click to continue…]

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When it comes to technology, I’ve heard it said that most lawyers are Luddites. In case you’re not familiar with the term, here’s a brief description of Luddites from Wikipedia.com:

The Luddites were a social movement of 19th-century English textile artisans who protested – often by destroying mechanized looms – against the changes produced by the Industrial Revolution, which they felt were leaving them without work and changing their way of life.

If you look at surveys of law firms and their adoption of new technology and marketing methods, such as social media, you’ll see that a good argument can be made that most lawyers are in fact Luddites.

I’ve also heard it said that most lawyers can also be called laggards when it comes to both technology and marketing. The term “laggards”  comes from the technology adoption lifecycle, which is a sociological model devised by professors at Iowa State University. The professors devised the model to predict how fast farmers would convert from using regular corn to hybrid corn. But the model is most frequently used to refer to the way consumers adopt new technologies.  [click to continue…]

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In December 2011 I formed Digital Media Advocates, Inc. to begin the business of providing magazine apps through the Apple Newsstand and other app markets.

Allowing Apple and its competitors to deliver magazines to smartphones and tablets will, in my opinion, revolutionize magazine publishing. Digital magazines are much more than words and pictures on paper. They redefine the meaning of the word “magazine. A digital magazine can let you watch video, listen to audio and click on links to websites outside the magazine itself.

Digital magazines are eco-friendly and eliminate much of the costs of traditional magazines. They save trees because they don’t use paper. They save money because they don’t require printing presses, distribution trucks, barrels of ink, postage, and a lot of other costs that were required for printing and distribution in the past.

Another advantage of digital magazines is that the news doesn’t get as “stale” as it usually does in paper magazines. If a huge, unexpected story occurs between publishing cycles, a digital publisher can cover that story in a special edition.

I’m expecting digital magazine apps to disrupt the paper magazine industry the way online news disrupted the newspaper industry a decade ago. Check out the Digital Media Advocates, Inc. website for more information.

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A New York Times article reports that the national law firm of Jacoby & Meyers is using humor in a series of new television ads:

AMONG the most derided commercials on television are those by law firms that represent victims of accidents, which often feature tough-talking lawyers promising vengeance, video of car accidents and assorted mayhem, and modest production values.

Now a new campaign by Jacoby & Meyers, a law firm with offices in New York and throughout the United States, is taking the unconventional approach of eschewing lawyers and employing humor.

“Remember that guy?” begins one text-only commercial. “Who came in second in the last New York Marathon? Neither do we. Winning is everything.”

Another commercial opens with the song, “Hail to the Chief,” and shows portraits of the historical figures Horatio Seymour, Charles C. Pinckney, Hugh L. White and Lewis Cass. “Presidential elections are like lawsuits,” says a voiceover, “You’re nobody unless you win.” (The ad does not spell out the victors: Ulysses S. Grant, Thomas Jefferson, Martin Van Buren and Zachary Taylor, respectively.)

“They say,” begins yet another ad. “It doesn’t matter if you win or lose. As long as you tried your best. They probably weren’t rear-ended by a truck. Jacoby & Meyers. Winning serious injury lawsuits since 1972.”

While I haven’t yet seen the ads, it sounds as if they will be a refreshing change from the typical cheesy television ads used by many personal injury law firms. I’ve been a believer in the use of humor in attorney advertising for years. We first used humor to generate buzz and obtain new clients in 2008, when we created the “Yamaha Rhino Complaint Department” YouTube video. Although our Yamaha Rhino marketing campaign is over, you can still watch the video on YouTube.

If you’re an attorney who is interested in using creative television or online video ads to obtain new clients, check out my Online Videos That Attract Clients page.

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More news is out this week in a study showing that online video ads beat television ads head-to-head when it comes to viewers paying attention and recalling the message after watching the video. I’ll have more on that below.

As a plaintiffs’ attorney I”m always interested in obtaining new clients with great cases. And as the owner of an online video/new media/social media company, I realized years ago that online video offered a wonderful opportunity for plaintiffs’ lawyers.

In early 2009, we began a very successful online video campaign designed to attract clients injured in Yamaha Rhino rollovers.  (See my March 29, 2009 post, “Use online video to do things you can’t do on TV“). Our satirical video made exactly the point we intended–that Yamaha was ignoring the too-frequent reports of people suffering serious injuries in Yamaha Rhino rollover accidents. To date, the satirical video has been viewed 11,755 times.

[click to continue…]

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Gulf Coast Claims Facility and the Feinberg Pledge

by Michael J. Evans on October 15, 2010

in BP Claims

Is Kenneth Feinberg’s credibility as administrator of the Gulf Coast Claims Facility totally shot? If it isn’t, it should be.

I’ve got a post on the BP-Claims-Report.com blog with a video of Feinberg addressing a meeting of Gulf oil spill victims in Larose, Louisiana in June 2010. Feinberg made a lot of promises, but the most appalling thing about the video was his emphatic “pledge” to the people of Larose. You can read the entire post here: BP Claims Czar Kenneth Feinberg – Promises Made to be Broken.

The Feinberg Pledge came after almost 5 minutes of telling desperate people that he was going to tell them exactly how the program would work. He said they deserved to know. Here are some of the things Feinberg said:

  • “A program like this cannot be designed or administered from Washington.”
  • “You guys need certainty. Let me tell you the plan.”
  • “I am not a government official. I am not a BP official.”
  • “I will keep the people that are already working on this program. I will add additional people. But the additional people I add must come from the region. They’ve got to be people, they have to be local people that are trusted, that know their neighbors, that understand better than I ever could exactly what the needs and wants are of the people in the locale.”
  • “I have to make sure that the people on the ground that are evaluating the claims are local, diverse, understand, and are sensitive to those needs. I pledge I will do that.

But these things aren’t true. In a September 16, 2010 article, Feinberg admitted he has hired no local employees. The only employees he has hired is 25 people in his Washington, D.C. office. These employees have final approval over all claims, which sounds a whole lot like a program being administered in Washington, D.C. Here’s what the interview with Feinberg revealed:

  • “The last stop on the claims process is in Washington, D.C.,” Feinberg said. “All claims must go through this hub to ensure consistency. There are 25 employees in my office reviewing and finalizing claims.”
  • If anything, Feinberg said that he would decrease the number of adjusters he has working in the Gulf as the volume of claims eases.

One can argue that Feinberg’s broken promises about paying claims within 48 were the result of underestimating the difficulty of the job. (I don’t buy this for reasons I will explain later in another post). But Feinberg didn’t unintentionally break his pledge. It’s sad that his pledge is worthless. It’s even sadder that he seems to have no sense of shame about it.

As someone who posted a hopeful article after the $20 billion fund was created and Feinberg was appointed administrator, I wanted to believe that Feinberg would actually be a blessing to people on the Gulf. But I believe it’s become obvious that’s not going to happen. At this point, I think it’s reasonable for Gulf residents to view Kenneth Feinberg as an adversary.

If you filed a BP claim with the Gulf Coast Claims Facility, you can share your experiences and opinions on our BP Claims Report Card and the Kenneth Feinberg Confidence Survey. You can also express your opinions on our BP Claims Help Facebook page.

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BP Claims Tips – Suggestions To Help Get Paid

by Michael J. Evans on October 12, 2010

in BP Claims

I’ve added a couple of posts to the BP Claims Report website that will be helpful to people with BP claims. One is BP Claims: 3 Things to Ask Before Hiring an Attorney. The other is 3 Things To Do To Improve The Odds on Your BP Claim. There are a number of posts about BP claims on the website at this link: BP claims.

If you have filed a claim, and haven’t yet participated in the BP Claims Report Card, please go and assign the grades you think Kenneth Feinberg and the Gulf Coast Claims Facility have earned. So far, with about 60 people participating, Feinberg has 6 Fs and 1 C.

Click Here To Contact An Attorney About Your BP Claim Free-Of-Charge

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New BP Claims Site Launched

by Michael J. Evans on September 21, 2010

in BP Claims

BP claims processing by the Gulf Coast Claim Facility is now in its fourth week, and by now it’s clear the performance doesn’t match some of the promises BP Claims Czar Kenneth Feinberg made in July and August. With the oil well capped, I’ve launched a new site covering BP claims processing and oil spill litigation at BP-Claims-Report.com.

One thing I hope will draw interest is the BP Claims Report Card, which lets BP claimants grade the performance of Kenneth Feinberg and the Gulf Coast Claims Facility. It’s not a scientific survey, but it should provide some interesting insights into the operations of the Gulf Coast Claims Facility.

We’ve also got several videos of Kenneth Feinberg making promises about how he would handle BP claims. Here are some quotes from the videos of Kenneth Feinberg:

  • “I will keep the people that are already working on this program. I will add additional people. But the additional people I add must come from the region. They have to be local people that are trusted, that know their neighbors, that understand better than I ever could exactly what the needs and wants are of the people in this locale.”
  • “I have to make sure that the people on the ground that are evaluating the claims are local, diverse, understand and are sensitive to those needs. I pledge I will do that.”
  • “Kudos and praise to Darrel, to BP for what they’ve done so far. There is absolutely no sense at all, driving BP into bankruptcy. That would be a disaster, a disaster.”

Although the video shows Mr. Feinberg pledging to hire local people to help pay claims, the news this week reveals that local people were not hired. ProPublica reported this week:

“Feinberg told us that he has kept the roughly 1,500 adjusters working in the Gulf from the Worley company (which was initially contracted by BP), but that he had added a final stop that claims must pass through before approval. “The last stop on the claims process is in Washington, D.C.,” Feinberg said. “All claims must go through this hub to ensure consistency. There are 25 employees in my office reviewing and finalizing claims.”

“Feinberg said that adding more employees in the Washington would result in less consistency in payments, and that he was not considering hiring more there. If anything, Feinberg said that he would decrease the number of adjusters he has working in the Gulf as the volume of claims eases. “I’m comfortable with the staffing situation,” Feinberg said. “I’ve concluded that you reach a point of diminishing returns. I’m trying to improve efficiency.”

Take a look at BP-Claims-Report.com if you have time. Comments are open on several pages.

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Oil Spill Claims Process Going From Bad to Worse?

BP claims administrator Kenneth Feinberg issued new rules for BP oil spill claims today. The rules will govern payments from the $20 billion escrow fund. The fund will begin accepting applications on August 23, 2010. Within hours of the release of the new rules, the attorneys general of both Florida and Alabama had written Feinberg to condemn the new BP claims procedures.

[click to continue…]

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