Internet Law Article by the Northern Express

I’m an internet lawyer by trade who loves to blog about innovative business models for law.  I was recently interviewed by the Northern Express on a variety of different issues ranging from the technical aspects of internet law, what it means to be an internet lawyer as well as how I ended up in Traverse City, Michigan founding the law firm called Traverse Legal, PLC

I’ve been blogging for over seven years about the law, use of technology by lawyers and alternative billing arrangements with clients.  This article is a great summary of how I got started and where I am today. You can read the article on "Internet Law" at the Northern Express.

Integrating Video into Small Business Marketing

Lawyers and law firms rarely put the attention necessary into their web site.  Web sites require work and technical knowledge.  Too many attorneys are intimidated by web marketing because it requires near constant attention. 

One new tool which would help any lawyer create an effective marketing video in less than five minutes is found at  The creation tool can be found at Google Search Stories Video Creator.

We have integrated Search Stories into two of our marketing landing pages:

The YouTube videos for each marketing campaign within our niche of internet and web defamation are located below.  Note that they not only were created in less than five minutes, but are compelling.  The music and production which is “baked in” to the search story creator by YouTube creates a very strong “call to action.”

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From Big Law to Solo to Success: One Lawyer's Path to the Perfect Law Firm

In this three part interview, Internet Law Attorney Enrico Schaefer discusses his journey from success to living in his car to recreating the practice of law.  In this interview (note: there are three separate YouTube videos as you scroll down the transcript):

  1. How to create a startup law firm based on business principles which make sense.
  2. Following your passion rather than following the money.
  3. What it means to be an internet lawyer in a technology age.
  4. Common legal issues arising on the interent such as cybersquatting, trademark infringement and internet defamation. 
  5. You can live anywhere and practice law everywhere.
  6. The business and practice of law can be as brilliantly creative as any other type of business once you stop focusing on billing hours. 

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What does it mean to be a Solution Minded Attorney?

Every attorney sees themselves different.  In the litigation arena, there are those attorneys who simply fight to the death, contest every issue and whose fundamental purpose is to destroy everything in their path.  There are other lawyers who take a completely different approach.  They are solution minded.  Their goal is to protect their client’s rights and achieve their client’s goals in the most cost-effective way possible. 

It is really easy for “aggressive” lawyers to drive endless bills to their clients by engaging in “letter war” tactics and other heavy-handed strategies.  These lawyers don’t discriminate much between clients.  They simply fit everyone into the “aggressive lawyer” business model. 

More solution minded lawyers try to identify the client’s goals and then work towards solutions and compromises which meet those goals.  While it is sometimes necessary to aggressively assert a client’s right, that is not necessarily the default position. 

As a litigation attorney, I get to make choices each day about what type of approach works best for a particular client on a particular matter.  I always have to remind myself to step outside the classic threat letter, analyze threat letter response, reply to response to threat letter approach.  Sometimes, just picking up the phone is the right answer for everyone involved. 

Denise Howell, Evan Brown, Enrico Schaefer and Ashley Packard on "This Week in Law"

A big thanks to Denise Howell who invited me to participate on her popular "This Week in Law" netcast televised on  In this weeks episode titled "Little Orphan Schweddy Balls," the panel of internet and technology attorneys (and Ashley Packard,Ph.D., Professor of Communications and Digital Media Studies at University of Houston) discuss a cornucopia of legal issues from copyright trolling, social media law and a variety of other issues. 


Denise Howell: is an appellate, intellectual property, and technology lawyer, an internet blogger and columnist, and podcast host.

Evan Brown: is a technology and intellectual property law lawyer, as well as a blogger. on his blog "Internet Cases - a blog about law and technolgy," Evan shares his thoughts on internet issues related to copyright, trademarks, DMCA, open source, pivacy, and a host of other web related issues.


Ashley Packard, Ph.D.: is a Professor of Communications and Digital Media Studies at University of Houston.  Her courses include Digital Media Law & Ethics Seminar, Media Law, Communication Ethics and Mass Media & Society.

Enrico Schaefer: is Founder of Traverse Legal, PLC. Enrico is a seasoned trial attorney practicing in areas such as internet and domain law, cybersquatting, technology and intellectual property, UDRP and IP licensing, trademark and related matters. 


Keyword Domain Name for Lawyers: Internet Lawyer Parking Page?

Many lawyers use the internet for marketing.  From Blogs to Facebook, Twitter and Google+, the debate over whether lawyers should market online ended long ago.  Virtually, every law firm now does so.  Many law firms register their firm name as the domain name.  But domain names which match the search query in Google still get a healthy bump. 

Check these Google search results for the phrase “internet lawyer.”  Note that the third result is, which is a parking page at Google.

Of course, if you are really looking for an internet lawyer, we recommend our own law firm, Traverse Legal, PLC.

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The Email Inbox as a Communications Database

One of the challenges that every lawyer faces when they sit down at their desk in the morning is managing the various software applications running on their computer and the data and communications which run through their systems.  In order to survive the prospect of information overload, attorneys need to try and assemble their most important information, tasks and data in a single place.  While it is not likely possible to get everything under one application, the obvious storage area for everything an attorney needs day in and day out is the email inbox.

There are several challenges to manipulating information in the inbox, not the least of which is the fact that email now gets sent from a variety of different devices from the desktop, laptop, cell phone and iPad.  Whenever you’re away from your main computer, you should consider setting up your email to blindcopy yourself on every communication.  This means that everything that you send ends up in your inbox, even if it’s not in your primary “sent” folder.  

Don’t Focus Your Lawyer Marketing on the “Deal Hunter” Population

Law is a moving target.  So is legal marketing.  In an age of commoditized legal services, new business models for law, legal services on the internet, Legal Zoom, Trademarkia and so many others, lawyers sometimes may make the mistake of getting caught up in the “lowest price” game. 

There is a danger to focusing on the “deal hunter” niche of the market.  These are people who are always shopping around.  For them, price is the most important factor irrespective of quality.  These are not the prospective clients that any lawyer or their law firm should be trying to attract. 

Instead, focus on long-term relationships.  If a client is overly consumed by price, they may not be around for long anyway.  Even if you offer a lower price, they will push the next attorney to a slightly better discount.

Are Blogs Headed Towards the Graveyard?

Jeff Bullas over at the blog addresses the question of whether blogs are dying out and social media sites such as Facebook are taking over.  Bullas reports that blogs are not dying but instead evolving.  According to the “State of The blogosphere 2010" report published by Technorati, blogs are in a state of transition as the lines between blogs and social media sites disappear. As noted by Bullas, the Technorati report revealed several trends that are emerging in the blogosphere:

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