Another Reason for Adobe Acrobat

Rick Borstein, the author of Acrobat for Legal Professionals, cements my prior reasoning regarding legal technology.

This post by Rick discusses PDF/A. PDF-whaaa? You say. 

PDF/A, as Rick notes, is the new legal standard for the federal courts, or at least is moving in that direction. Rick notes that, "If you or your firm does any federal work, this new requirement for filing in PDF/A will significantly affect how you create and work with PDF documents."

His blog post does an excellent job of explaining how to start using PDF/A to make sure your documents comply with this requirement.

It's What Distinguishes Us from the Animals

There's a huge flurry of excitement over blogging, internet websites, and social media. For lawyers, this sphere is quickly becoming the new yellow pages. Recently, there has been a great influx of movement toward the internet, and I suspect more lawyers will "get online" with their law firms.

The problem, as I've beaten profusely, with "getting online," is that it's not only about getting there, it's also about being there.

Here's two examples:

Yesterday a new attorney moved into our office. He's leasing a space, and was looking at a senior attorney in one of the other offices (I share my offices with several other attorneys) for advice to get his website in place. The attorney wasn't around, so he asked me to let him know the young guy was looking for him. Actually, the conversation went more like this:

        Attorney:  Where's X? He said he was around later to talk about creating a website.

        Me:  A website? You don't want to talk to X about a website.

     Attorney:  Why? He said his [closely related computer savvy individual] can design a site for like, $300.00.

        Me:  Really? $300? Have you seen X's site?

        Attorney:  No.

        Me:  Look. [Type in the name of extraordinarily long website].

        Attorney:  Oh.

        Me:  Here's my website. [Type in the name of mediocrely long website].

        Attorney:  Wow. That looks good. (I know he's blowing).

     Me:  Here's a secret: the key to visibility on the internet is visibility. You have to have content to encourage the search engines to care. Otherwise, you're just another website.

        Attorney:  Oh.

        Me:  The problem with X's site is that it sucks. There's not any content.

        Attorney:  Yeah, he said his site's pretty ineffective.

        Me:  That's because it's static, it has words on a page, but nothing else. Dynamic content. That's what drives the internet. You want to know about using the internet, you talk to me, not X. You talk to X about BigLaw legal practice and old school legal services. If you're interested, I'll give you the tools to use, and the information needed to get you successful. The problem is, most attorneys don't want to do the second stage: the work.

It was about this time, we were interrupted by Attorney 3, the second example:

           Attorney 3:  Have you seen my website? It's bi-lingual? It's awesome.

           Me:  No. What's the address?

           Attorney 3:  Uh...not sure. Try X.com.

           Me: Nothing.

           Attorney 3:  Maybe it's not published yet.

           Me: What about the one I helped you set up? [Typing in website.com].

           Attorney 3:  Yeah, that one sucks. We don't use it.

           Me:  But it's your name, what's easier than that?

           Attorney 3:  Couldn't figure it out, so we gave up.

           Me:  Oh, that's logical.

         Attorney 3 to Attorney: The key isn't the internet, the key is word-of-mouth. You'll get more clients from word-of-mouth referrals than having a website.

         Me: That's true. However, for some new attorneys, all you have is time and no word-of-mouth referrals. So, if it's me, I'm going to work on developing credibility via the internet.

           Attorney 3: But I don't get any hits from my website, so it's not an effective way to do things.

           Me: Well, I get referrals, but I also get at least 1 client call per day from my internet work. Again, it's not about just having a website, it's about dynamic content. Search engines put you up at the top when your content is relevant and changing.

            Attorney: Yeah, he just showed me that he's 2 and 3 on Google.

         Me: Those are just two examples of my key metrics and their placement. I have other terms that perform equally well. I want people to find me after searching for those terms, so all my work focuses on including those key metrics in my legal work.

            Attorney: But doesn't it take you a long time? How do you come up with stuff to write about?

            Me: On average, 30 minutes...

            Attorney 3: ...that's 30 minutes you'll never get back.

            Me: True. But if done correctly, I just picked up a client who cost me little to nothing to find, but likely will reward me with at least 10 times my investment. Not too shabby. I find stuff to write about by reading blogs or discussing topics that are important to me.

            Attorney 3:  Blogs? I don't have time to read those, I'm doing real lawyer work.

            Me: And that's the reason my website succeeds and yours doesn't. Part of my real lawyer work includes marketing my practice, and establishing my small niches.

             Me to Attorney: You want to learn about websites and internet marketing, talk to me. You want to learn about referrals, talk to Attorney 3. If you're computer savvy, I'll show you how to get your stuff set up in about 2 hours, for cheap. Not savvy, then I know a gal who does this professionally, she can help you.

Internet marketing is the future. If you're not having success with your marketing scheme, you're doing it wrong. You'll likely continue to chase every whim that you deem effective. The problem for most attorneys is patience. Getting sighted by Google and the other engines requires time. Be patient, follow your scheme, and exercise diligence in the work. That's how you develop an effective marketing scheme.

           

Using Adobe Acrobat in Your Practice

I love Adobe Acrobat. I don't know why more law schools don't offer an Adobe Acrobat/technology training class (oh wait, they're not interested in providing practical skills), because of its necessity in everyday work.

I can honestly say that next to PracticeMaster, Acrobat 9 is my most used program.

Many law firms struggle trying to go "paperless." I've been paperless since the opening of my law firm, and haven't missed those opportunities to scramble through reams of paper in search of that elusive document.

Ernie Svenson is the "Acrobat Ace." I'm sure somewhere on his body he as "I [Heart] Acrobat" tattooed. Needless to say, if you're not reading his insights on his PDF for Lawyers blog, you're missing out. 

Ernie first introduced me to many of the subtle nuances of Acrobat, including my all-time favorite, digital signatures.

The add-in is simple, and provides an excellent method for signing a document without ever lifting a pen. I commonly use this stamp when I want to fax (I use internet faxing) or email a document.

My second-favorite Acrobat tool is the redaction function. I've witnessed far too many "old schoolers" mark production documents with black pens or sticky tabs before copying them and redacting the information (or worse, sending the document with the black markout to me - I can still see the information). This is a terribly time consuming process, and more importantly, it's often ineffective.

Acrobat contains a redaction function that allows you to select the offending text and press a simple key. You can change the color (my favorite is "none") to match the paper/background. When printed, the document loses its redacted information.

If you're not using Acrobat, you're missing out on a great tool. If you don't know how to use Acrobat, get a copy and start playing around. There are numerous websites that discuss Acrobat and its features. Acrobat is the standard for lawyers, and therefore, every new attorney should have an intimate grasp on the "how-tos."

P.S. Once again, nobody paid me to endorse these products or Ernie, although I'd gladly accept all cashier's checks or money orders sent to...

The Law School Application

It's almost that time of year again when the young, aspiring, Type-A personalities begin setting their sights on law school admission. 

Most of the planners took their June LSAT, in anticipation for the December early applications. Many plotted through the summer examining their chances of admission based on their prospective scores and the LSAC's charts. Many also used the time to work on the puffery known as the personal statement.

Yes, I remember it quite well. Although I don't recall exactly what idiotic, self-serving fluff I added (I'm sure I talked about my Eagle Scout award, and my "academic adversity"), I know, somewhere in some dank admissions office, someone had to read it. I apologize profusely to those admissions officers.

The ABA Journal has an article focusing on some of the common errors despised by Yale Law School associate dean of admissions Asha Rangappa. Although I don't recall being any one of the 3 mentioned (perhaps I was the trivial disappointment), certainly nobody likes any of them.

As a side note, don't 1 and 3 eventually become the "gunners"?

So, if you're planning on applying to law school, be conscious about your personal statement. There seems to be one unifying aspect about personal statements: be original.

P.S. You may also want to read this Technolawyer Blog post.

More on Getting "Googled"

The Google Small Business blog has two great posts about using Google Places to build your marketing. I suggest you read them, especially in light of the fact they come from the search engine god itself:

Building your web presence with Google Sites and Google Places

How to Run, Get Online, and Promote Your Business with Google Tools

Remember, I'm intensely satisfied with what Google has done for my law firm website and marketing.

More on Google Places

I Love, Love, Love Google Places. I think it's a fantastic concept, and for me, reaps a lot of benefits.

GP is easily my best investment, for the cheapest price. Tom Kane, author of the Legal Marketing Blog, agrees.

In his most recent post, Tom discusses why he believes that Google Places (he calls it Google Maps) is the place to be. He also, which I think is great, links to a couple other "how-to" posts by Tom O'Leary. These are excellent pieces for beginners. 

The thing I love most is that the "free-factor" gives you the powerful marketing tools your law firm needs, without having to spend the enormous dollars. More precisely, Google Places puts your law firm where it needs to be, and instantly gives you a viable, searchable, findable, web presence.