Your Own in the 21st Century
PaTLA
June, 1998

By: Gayle R. Lewis, Esq.

As I look back on my 50th birthday this past fall and begin to realize that next year will be my 25th practicing law, I am amazed further that in less than two years we will enter the 21st Century.

Despite the "computer glitch" that we hear will confront us on January 1, 2000, this next year and a half will be a test for solo or smaller office legal practitioners to rethink our priorities, stay competitive, remain profitable and sustain a high degree of freedom that is the driving force for our career paths.

The basic concerns that any young attorney has when opening his or her own office, are probably the same that I had 18 years ago; only now everything is more expensive. The good news is that technology is actually not as costly as you think, and truly inexpensive for what it can do for you. Think carefully, and then invest in a computerized office. It can do wonders for you.

Every machine is connected through a network. Your joint calendar, case management program, the Internet, e-mail, every "form," macros, and every file can be found on each machine. You can literally be anywhere and connect to your office with a new software package called P.C. Anywhere.

The latest technology is very affordable and not an enormous investment of money compared to the cost of connecting a 50-100--attorney firm, which may be to interconnect 250-300 people. Technology allows the small practitioner to compete in the legal marketplace, and win with comparatively smaller resources, and great savings of time and energy. Of course, you still need brains, enthusiasm, a dedicated staff with strong communication skills, and a good relationship with a banker for your line of credit, which is also essential to keep the flow of cash in tight times.

While you may need to "high tech" your office to the "nines," "overhead" is something you need to keep as low as possible. Find ways to conserve and combine certain resources with other small or solo practices. I.e. maintain a library on CD-ROM. Share the highest technology and a reasonable overhead, you still need the most important element, clients.

Getting the clients to come through your door is almost always never spoken about in law school. Here are some tried and true ways to interest people in your services. It goes without saying that you need to be seen, heard, and active. Volunteer, coach, take up sports, be community minded, join clubs, lecture, write, and socialize a lot.

Some people, while they are not the classic "extroverts" and "social animals" find that they are comfortable in the context of a bar association of trial bar activity. Your local bar association can also be a training ground to improve your public speaking, networking and writing skills. Contacts are very important to boost your professional career. Everyone tries to be unique. Not all of us can be, but you can attempt to carve out a "niche" for yourself. Specialization is really the way, with a small law firm. No one can do everything, but it is possible to do one thing well. The more unique your specialty is, the easier it is to convince people to go with you.

Lastly, you need to always be your own publicist. Don't leave a conversation without mentioning something new, interesting, and exciting that is going on in your professional life. Mention your last encounter in court, your last win, or an interesting legal argument you won. Announce your victories; publicize your wins. Everyone loves a winner.

Be creative. Write articles, publish a newsletter and send in person announcements to legal magazines and general circulation newspapers concerning lectures and articles. Purchase public information material from trade organizations, PaTLA and other associations and stamp your address on it. Don't forget clients' birthdays and holidays to send out cards and public service letters on insurance, auto reform, new legislation, etc. Do what many lawyers forget to do - communicate with your clients on a regular basis and return all phone calls within 24 hours.

At the time of any settlement if you do personal injury, etc., make sure you hang out extra cards and tell your clients to recommend you to their friends and tell them what a good lawyer you are, and give out your card. Thank them for their assistance. Remember, walk the walk and talk the talk, and your next 25 years will go as fast as my first 25.

Remember, the year 2000 --- it's right around the corner.