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3. Marketing Your Firm

Not every new client is right for your practice. Sometimes you have an ethical duty to decline the representation. Other times, you have to deliver bad news to an existing client. Or you have to give them advice they don’t want to hear. Candid counsel – which means saying no when necessary – is a key to building a safe and successful practice.  The lesson is “not all business is good business”.
New clients are the lifeblood of your practice. But it’s important to know which ones to accept and which ones to turn away. Making the right choice will improve your bottom line. Making the wrong choice will lead to misery and malpractice. Solutions: (a) screen all prospects, (b) stay in your lane, and (c) say no when appropriate.
Every law firm looks for ways to attract clients and grow their business. But smart ones are careful to follow the ethics rules on marketing, advertising and solicitation. This can be a challenge. The internet, laptops and portable devices have opened up new marketing possibilities – and new risks as well. Stay safe by knowing the rules and implementing internal guidelines.
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8.1 Technology and Security

Technology has changed every aspect of practicing law, from landing clients to branding firms. Today, lawyers can work anywhere and at any time. This freedom comes with significant risks. Hackers, thieves and predators abound. Data can be lost or compromised in nanoseconds. Smart firms are vigilant about securing their systems, safeguarding financial accounts and protecting client information.

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7.2 The Dangers of Dabbling

All lawyers have their comfort zones. Dabbling in an unfamiliar area increases the odds of a mistake, which can lead to a malpractice claim or bar grievance. The ethics rules permit you to take on a novel matter as long as you take appropriate steps to become competent.

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7.1 Keeping Up with the Law

Changes to state and federal laws happen all the time. Stay up on the law to stay out of trouble and provide superior client service. This requires an investment in education and tools. The internet offers a nearly-limitless law library at your fingertips 24/7.

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6.4 Case Management Technology

Practice management software and systems are essential to a modern law practice. But with these tools come new risks. Keys to ensuring great representation and avoiding malpractice include (a) staying competent on technology, (b) keeping systems up to date, and (c) training everyone to use them properly.

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