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Law Society Gazette

Archive for October, 2011

Legal Funding For Solicitors

Saturday, October 15th, 2011

Legal Funding For Solicitors From Nick Jervis, Samson Consulting

In working with so many solicitors in every conceivable sector of law, I often hear how difficult it has been to obtain legal funding since the banking crisis. Commercial solicitors have struggled to obtain funding for their practices, particularly if they were largely reliant on the commercial property sector. Personal injury solicitors have had their legal funding for disbursements cut or removed completely. I have heard from many solicitors that the banks have clearly pulled back on a lot of their legal funding. Whereas once solicitors seemed to be a sure fire bet, the change in the economy and perhaps the uncertainty around the legal sector with ABS’ now in force adds to this problem.

In the personal injury sector, which has always relied on substantial volumes of legal funding, there is huge uncertainty now because Government Ministers like Jack Straw have decided to charge in and order changes when clearly they do not have a clue how the industry works (and sadly no interest in finding out either). As an aside, this has been a real eye opener to me. I assumed when the Government decided to make changes to any business processes they would actually take the time to find out the truth before acting, I didn’t think decisions were made purely based on one party having bigger pockets, yet the insurers seem to be winning. I realise now how incredibly naiive I was to think that justice would out….. honestly Nick 20 plus years in the law you should know better.

Anyway, eye opening lesson over and back to legal funding and the fact that all this uncertainty has culled the amount of funding for solicitors available, or so I thought! I was approached by a legal funding provider who said they could help my solicitor clients and contacts. As when I am approached by any new provider I always like to test them out with people I know to see if they like them, can work with them, and the deals offered are good. If they are, I am happy to tell other solicitors about them if they ask. If not, I prefer to protect my reputation and not mention them. So two firms of solicitors who both were in urgent need of legal funding and were having trouble securing it from tradional lines approached me and asked if I knew anyone who could help. I connected the two firms of solicitors with the new legal funding provider, on the basis that of course they do their own due diligence, and within two months both firms secured the amount of funding that they needed and were very, very happy with the whole experience. Here is what one of them said:

"Many thanks for your kind introduction to the legal funding provider earlier this year. I was able successfully to raise additional capital for my business with them, despite the smaller size of my pension fund. Many thanks. "

The scheme is unique and very, very clever. If you are in need of legal funding and have access to any pension fund (personal or business related) the scheme can release funds for you at very attractive interest rates, and relatively quickly too. It also provides you with a lot more control over the amount of your legal funding and interest rates. As I say, it is clever and unique.

So if you are in need of funding for your legal practice, whether for disbursement funding, to fund a merger or to fund a marketing strategy to dramatically grow your business (says the legal marketing guy hopefully), it is well worth you having a look at this scheme. However, if you have no personal or pension fund whatsoever to access, I do also know two businesses who specialise in finding more traditional sources of legal funding, so there are still other options for you.

Whichever method of legal funding you are interested in, if you would like more information, please fill in the form below below and I will arrange for someone to get in touch and provide you with further details (no cost or obligation to proceed):

Author: Nick Jervis

Rest In Peace Marketing Genius Steve Jobs

Thursday, October 6th, 2011

I cannot let today pass without talking about Steve Jobs as for a marketing man like me to do so would be akin to a catholic not commenting on the death of a pope.

I have an immense amount of respect for all that he achieved with Apple. Starting up a company, then being ousted from the board as he was, only to return and make it bigger and better than it had ever been was quite simply outstanding. I know how hard it is to start a small company and get it off the ground. You know how hard it is to run a law firm and keep it going. Taking on and beating the likes of Microsoft, Sony and then all the mobile telephone providers was extraordinary.

But the Steve Jobs story provides a lot more support for us mere mortals, because along with the huge success stories, there were also an awful lot of failures, but that never stopped him. I personally think that you need around 10 failures to every one success, probably 50 failures to a big success, and maybe 100 failures to YOUR Steve Jobs moment. Yet so many people, particularly in the UK, see failure as a reason to give up, to prove that they simply do not have what it takes. In the States people embrace failure far more and accept that it is a stepping stone on the route to success.

With Apple you cannot say that Safari, their web browser has been a success, as it has such a tiny fraction of the market. It tried to create Apple TV originally in 1993 with a Macintosh TV that bombed. It is trying again now and it looks like it will succeed. It had already tried at mobile phones in a partnership with Motorola in 2005 which was a dreadful failure. However, rather than give up Apple decided it had to control the whole mobile phone to make it a success, and there is no denying that they have achieved that with the ground-breaking iPhone. So with two of their perhaps most successful products (Apple TV and iPhone), they had to try twice before making them work. How many would have given up and said that the TV market or Mobile Phone market was not for them? I think the majority of businesses would have done if they had not had Steve Jobs at the top.

Where I stand most in awe of Apple though is with iTunes. This to me is still the biggest reason for the success of Apple and then the iPhone. Before Apple created iTunes we did not know that we wanted our whole music collection on a portable device. If you think back to pre-iTunes and iPod Touch days we were all happy playing our music on CD’s. All that we kept asking for was CD players that could play more than one CD at a time and then have a shuffle button. CD players originally played only one CD at a time, then they made players that played three at a time, then six. I think the biggest was nine CD’s at a time. We were happy; access to nine CD’s at once – what more could anyone need? Then along came iTunes and provided us with the ability to have our whole CD collection on one tiny hand held device. Like I say in my opinion this was by far Apples biggest breakthrough as we had not even asked for this change. Henry Ford said people asked for faster horses, so he created the car. We all asked for CD players that played more than one CD at once, Steve Jobs and Apple gave us our whole collection on a hand held device. This is why he was such a marketing genius as marketing is completely and totally and only about giving your clients what they want! It is as simple as that, yet we tend to make it seem much harder.

So what do your legal clients want? Initially, if we think about it, we would say they want their conveyancing transactions to be faster and more guaranteed. They want every legal service to be easier, more certain and stress free. Or is it that what they really want is to never need a solicitor in the first place? Steve Jobs was able to work with a great team and find the answer to what his customers/clients wanted before they even knew it. As law firm’s that is now your challenge in this ever changing legal market place. How much time do you spend away from the office thinking about this?

Let me leave you with a Steve Jobs quote:

"Death is very likely life’s single best invention…… Your time is limited so don’t waste it living someone else’s life….."

This is well worth watching if you have not seen it before, Steve Jobs giving a talk to Stanford University: http://www.ted.com/talks/steve_jobs_how_to_live_before_you_die.html

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Author: Nick Jervis

Is The 98/2 Rule Costing You Money? (The Ninety Eight Two Rule)

Tuesday, October 4th, 2011

Most solicitors’ websites fail because all of the effort is spent on working out how to get more people to visit their legal website, yet little or no time is then thought about how to get more people to interact with their website once they arrive there. Yet this is a massive mistake. My 98/2 rule explains exactly whey this is the case.

The 98/2 rules is based on the average figures frequently banded about the internet that for every 100 visitors to your legal website, ONLY 2 of them will actually take the time or go to the trouble of interacting with you. This might mean that they fill in a contact form on your website, phone your freephone number (you do have one of those don’t you?), or email you. Now I say this is an average figure but I can tell you from working on hundreds of solicitors websites, that it is if anything generous. Some websites convert at less than 1%, meaning that less than 1 person for every 100 visitors interacts with the website owner, but let’s work on the 2% for the purpose of this article.

So if only 2 people out of every 100 visitors to your website actually get in touch with you, even if you manage to add 1000 new visitors to your website per month, that actually will only amount to 20 new enquiries. So in addition to simply trying to attract new website visitors to your website (see my Solicitors Website Marketing Report on how to do this), you also should spend time trying to change the 98/2 rule into a 95/5 rule or even better a 90/10 rule, shouldn’t you?

So how can you do this? Well there is a simple yet very powerful method you can do to achieve this;- offer your visitors some free and useful information in exchange for their email address. This is one of the best ways of stopping the rot of 98 out of every 100 visitors leaving your website empty handed and without taking any action. Don’t believe me that this is a good idea? Well a massive brand uses this tactic ALL of the time.

WHICH, the huge brand (now dabbling in the legal services sector) do this all of the time to bring in new members. They will offer a "Free Report On Buying A Washing Machine" in exchange for their website visitors’ contact details. They know that they can then keep communicating with that prospect until they either become a full paying member of WHICH, or they leave their database. I have seen WHICH take a full page advertisement in the broadsheets regularly (at a cost of around £3-5,000), simply offering a free report in exchange for the persons’s contact details. So if WHICH, spending thousands every month on advertising, use this strategy what does it tell you?

Who else uses this system to communicate the value of their services? I use it all of the time, in fact it is responsible for increasing the size of my business and in my beating the 98/2 rule consistently. I offer all visitors a free legal marketing report: 8 Ways To Increase Your Profits, in exchange for a name and an email address.I then communicate by offering more free tips and advice using the excellent email marketing software AWeber, knowing that by offering proven advice and tips at some point in the future anyone downloading that report might need some extra marketing help and if they do I will already have proven that I am the best legal marketing specialist available. If I did not offer this free report, visitors would fall into my standard 98/2 rule and all my hard work getting people to my website would have been wasted.

So if this works for WHICH and for my business (which is ultimately very similar to yours in that I sell my expertise), couldn’t it work for you too? I promise it can and does, and you should be doing it, so are you going to?.

Have a think about what you could offer your visitors to stop the 98/2 rule ruining all of your efforts in attracting new visitors.

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Author: Nick Jervis

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