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Turning Passion into Practice

Make a Difference Doing what you love

Would you quit a job you enjoy to start a new venture you’re passionate about?

Alene Anello, a graduate of Harvard Law School and president of Legal Impact for Chickens, faced this very decision. Eventually, she used her entrepreneurial spirit to found a litigation nonprofit that married her passion and purpose with her experience as a lawyer.

Originally inspired to learn about industrial animal agriculture thanks to her beloved pet chicken, Conrad, Alene has turned her lifelong love of animals into a career.

Find out how Alene decided to establish her own organization, what drives her work, and the one tech tool she couldn’t live without as a solo practitioner.

Making Life-Changing Career Decisions

Looking back, Alene’s career path wasn’t much of a surprise.

“My story was basically just that I’ve always been very opinionated,” says Alene.

“I was passionate about animal protection even before law school and I just wanted to keep doing animal protection in some way, Alene shares. “But I never envisioned being an entrepreneur.”

Alene began writing down her ideas and how she wanted to approach cases differently from what she was seeing. Eventually, she had listed so many things that she realized it was time to branch out as a solo practitioner.

The first step? Leave her good job.

“It was almost like my dream job…except I kept having these ideas,” says Alene. “It’s been really scary and really wonderful and exciting.”

How Consumers Can Help

We asked Alene what the average consumer can do to help the cause of Legal Impact for Chickens. She shared that “there are a lot of different things you can do; that depends on what feels right for you.”

People interested in supporting the ethical treatment of the animals should consider:

  • Trying vegan products that act as meat-free chicken alternatives
  • Advocating for better treatment of chickens by support organizations like LIC
  • Researching food companies they purchase from and asking them to pledge to improve the treatment of chickens
  • Researching how to interpret food labels to find the most ethical products

“I think it’s all about thinking about what feels right for you,” Alene explains. “There are a lot of really easy things you can do to improve animal lives. It should never be something that feels really unpleasant because then you’re not gonna stick with it, but something where you feel good about it. That’s the kind of thing you’re gonna do over and over again.”

The Tool You Can’t Live Without

When Alene was starting Legal Impact for Chickens, she was at first overwhelmed by the many different things that she had to do. She wanted to save money, so case management software was off the table. After trying to track her tasks with a notes document on her computer, Alene started to feel stressed out—until she found the perfect tool.

Now, when it comes to getting things done (and as an entrepreneur, there is a lot to get done), Alene swears by the task management app Todoist.

“It’s basically just like the best to-do list ever,” Alene explains. “You can just set a list of things to do with dates. Then when you’re done with them, you can click them off and it feels very satisfying.”

Stay in Touch With Legal Impact for Chickens

If you’re interested in keeping up with Alene and her work with Legal Impact for Chickens, visit legalimpactforchickens.org and follow LIC on LinkedIn, Facebook, and Twitter.

 

Putting the Client Experience First

FOCUS ON CLIENT EXPERIENCE (Stop Wasting Your Marketing Dollars)

How can firms stand out in a crowded online space and make meaningful connections with clients?

This is the question that drives Gyi Tsakalakis, President of AttorneySync, a legal marketing agency that helps leading lawyers grow their practices through digital marketing. Gyi shares how solo law firms should approach marketing, the client experience, and their digital footprint to gain a competitive advantage.

 

They Don’t Teach You This in Law School

When it comes to running a firm, most lawyers aren’t prepared for the marketing side of things.

I’m a licensed lawyer, even though I’m not practicing. And I can tell you when I went to law school, they didn’t teach marketing and business stuff,” says Gyi. “Especially now with all the tools and technology and social networks and all this internet stuff—lawyers get overwhelmed,” he adds.

You went to law school to learn the history of law, not to learn how to create Facebook ads, right?!

“Unless they came from that background or had been an entrepreneur in another context, why would we expect them to know anything about running business marketing, especially when it comes to digital?”

Yet marketing can help attorneys establish a larger client base and grow sustainably…when done right. The key to marketing a solo firm, says Gyi, is looking at the big picture: client experience. This encompasses client engagement, client intake, and client service. If a firm has poor client experience, all the marketing in the world can’t help them grow.

Gyi particularly focuses on the importance of handling client intake, which sets the stage for the rest of the client experience.

 

An ineffective client intake process might look like this:

  • A website visitor clicks on the chatbot and asks a question and never receives an answer.
  • A referral emails the firm using the primary email and doesn’t receive a response for 2 weeks.
  • A potential client finds the firm’s phone number online, calls, goes through an automated answering service, and gets frustrated when they can’t speak to a person.
  • A potential client calls the firm and leaves a message, and does not get a call back until the next week.

Despite all of the work done to get clients through the door, this unpleasant client experience will cause drop-offs at an early stage of client intake. “You’ve got to fix that stuff first before you actually spend a single dollar on marketing,” Gyi explains.

 

How to Stop Wasting Marketing Dollars Through Client Experience

Get more bang for your buck by focusing on the client experience. This approach will help you retain the leads coming in, ensuring that your marketing is pulling in leads that convert rather than leads that drop off during intake.

How can a solo firm put this into practice? First, think about every experience that a potential or current client has with your firm.

Try asking these questions:

  • What does a potential client see when they search your name online?
  • What do they see when they arrive at your website?
  • What happens when they call you?
  • What happens when they email you?
  • Where can they reach you?

Everything you set up has to be viewed from their perspective, not just what’s most convenient for you.

The answers to these questions can guide solo law firms in creating client-centric processes. Ultimately, the real goal is to answer client questions and help them identify if your firm is the right fit for them right away. That’s not always realistic, so the next best thing is to set their expectations and stop their search.

Establishing a solid client experience could mean the difference between keeping a lead in your funnel and a lead heading back to Google to find the next lawyer to work with.

 

The #1 Marketing Tool Every Lawyer Needs

 If there’s anything that Gyi wants lawyers to take away from marketing it’s this: you absolutely must sign up for Google My Business.

This goes back to his approach to the client experience. “People are gonna go look for information about you online,” Gyi explains. “Google has the lion’s share of search traffic.”

How you appear in Google is going to make a big difference for those searches. If your firm doesn’t show up on Google, for instance, it’s likely the search will stop there. However, if your firm shows up with a website, reviews, and a phone number, they are more likely to get in touch.

Think of Google My Business as the website before your website…and it’s free! All you have to do is claim the profile and fill it out. This boosts your digital presence and legitimizes the firm for clients. You wouldn’t have a law office without a sign on the building, and you also shouldn’t have a law firm without a digital presence.

 

Enlist a Marketing Expert

Solo practitioners have a lot on their plate, and running a firm can mean learning on the go. You can’t master everything at once! Get the most out of your marketing with a strategy that maximizes marketing dollars spent by building a digital presence that brings in leads for your firm and turns them into paying clients.

If you’re ready to amp up your digital presence and stand out in a crowded market, you can reach Gyi at attorneysync.com, connect with him on LinkedIn, or follow him on Twitter.

One Action That Can Free Your Firm From a Plateau

How to Outsource Work for Affordable Growth and Outside ExpertiseAre you the kind of executive that wants to “do it all”?

Me too.

As CEO of Back Office Betties, I have to keep a lot of balls in the air. In truth, one person can only do so many things effectively. So, when you spread yourself too thin as a leader, your team and your business growth will suffer. You don’t want that.

That’s why I’m sharing how I navigated Back of Betties past a plateau, and the hard lessons I learned along the way.

 

Every good leader should do this when their growth stalls

Let’s talk about plateaus for a minute.

Every business has them. It could be that you’re not bringing in enough clients or the clients you have aren’t returning enough revenue. Whatever it is, we’ve all had a time where we’ve felt stuck as a business and unsure how to move forward.

It took a hard look at myself as a leader and the business as it was versus where I wanted to be to realize I needed to make some changes. I needed to learn how to outsource work efficiently and effectively.

I’ll be honest, I had the same concerns as a lot of leaders about investing in outsourcing, such as:

  • Would the ROI be worth the spend?
  • Will the work get done well?
  • Can I trust outside help with my business?
  • Will this create more work for me instead of less?

These are valid concerns, but I also knew that something had to give if we were going to break through a plateau. Here’s the approach I took to affordably grow our team and gain access to expertise outside of my own through outsourcing.

 

5 Essential steps to take before outsourcing tasks

Every firm is different, but I hope that my experience can help other executives strengthen their organization and structure. At Back Office Betties, we used an approach based on EOS, the Entrepreneurial Operating System® to improve how we outsource.

First, I created an accountability chart that imagined a box for every role at the company and listed out the core responsibilities. I quickly realized a few key things that changed the way I look at my business and how I wanted to move forward.

Here’s what I noticed right away:

  • I was sitting in several of the boxes and holding a lot of responsibilities.
  • I had more than one person filling multiple boxes, making things sloppy.
  • I had vendors/outsourced help filling some of the roles, but I didn’t have a process for holding them accountable.
  • I needed a plan to make sure that I was leading effectively and filling any gaps.

Based on what I learned, this is the advice I would give any firm executive who is starting to scale their services by outsourcing work with vendors, freelancers, and fractional employees:

  1. Identify where you are stretched too thin across roles and responsibilities.
  2. Identify where you can consolidate responsibilities under one person to streamline processes.
  3. Develop onboarding materials so that your vendors have all of the necessary information to get started.
  4. Create a system for accountability to keep freelancers and fractional employees on track.
  5. Set up regular check-in meetings with outsourced workers to stay on top of changes, blockers, and tasks.

 

Break through your growth ceiling

Don’t let your responsibilities control you—control them instead. We all hit a wall sometimes, but your company’s growth doesn’t have to suffer! Free yourself from a plateau by learning how to outsource work to affordably grow your team and gain access to outside expertise.

3 Most Shocking Things I Learned After Hiring a Fractional CFO

Why Hire a CFO? Here's what we learnedBeing the chief executive of Back Office Betties, a legal receptionist service for law firms, means that I wear a lot of hats. It’s not always easy to stay on top of everything myself! I have the best team around, but when it came to finances, I didn’t have a solid grasp on my numbers and wasn’t even sure that our books and processes were fully in compliance.

I realized that I needed someone more experienced to step in and help with the financial side of things. That’s when I first connected with Cathedral Capital, a fractional CFO service for law firms. Our fractional CFO has become an instrumental part of my team and I can’t fathom how we ever functioned without her!

These are the three shocking lessons I learned after hiring a fractional CFO.

You will be challenged to become a better manager

I wasn’t sold on the value of a CFO at first. I already had a bookkeeper, why did I need a CFO?

The truth is, I quickly learned that our CFO plays a more strategic role in the company, whereas the bookkeeper acts more as an executor of predefined tasks. Our fractional CFO challenged me to ensure profits from our client base and pushed me to evaluate my staffing choices.

I’ve created KPIs, reviewed payroll expenses to earnings, and learned how to better hold my team accountable. My bookkeeper doesn’t do those things!

Our fractional CFO always knows the right questions to ask, where to push me as a leader, and when to raise a red flag. I no longer feel stressed that I’m making mistakes because I know she is overseeing this role for my company and developing strategies to ensure success for years to come.

You will have to check your assumptions

My fractional CFO opened my eyes to quite a few financial practices I thought I was doing right. She pushed me to think more strategically about profitability and challenged me to reframe some of my assumptions about growth.

For instance, our CFO challenged me in these ways:

  • How to think through a long-term pricing structure rather than flying by the seat of my pants.
  • You shouldn’t prepare an annual budget without looking back and historical data.
  • Cookie-cutter solutions don’t work, and you need a customized approach for your business.

Without the help of a fractional CFO, I would have kept doing “business as usual” instead of “business that’s most effective.”

You will not have to break the bank

I’ll be honest…I was worried about the cost of a fractional CFO.

As it turns out, these were misplaced worries! Our fractional CFO’s expertise has empowered Back Office Betties with strategies to save money and give me clarity about our financials. I realized that there are varying levels of services available for getting CFO help and that it didn’t have to be a wallet-busting commitment.

Is it the right time to hire a CFO?

Working with a fractional CFO has taught me that you’re never too small or too early in your growth to get a grasp on your numbers. Once I did, I finally felt the weight of “getting it right” for my finances lifted off my shoulders.

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Take Your Small Law Firm to the Next Level

Take Your Law Firm to the Next Level

Subscribe to BettieGram

Our newsletter shares expert advice & practical articles to elevate your law firm’s success.