Jay Ruane  00:00

Hello. Hello, and welcome to this edition of the Law Firm Blueprint. I’m one of your host Jay Ruane, with me, as always, is my man, Seth Price hanging out down there in the home office. It looks like Seth, not on site today, but working from home, I love to see it. I’m actually working from the beach, and it’s our last day at the beach before we move out and move back home, so I’m kind of bummed about that.

Seth Price  00:28

Yeah, the summer, you know, you know it’s great to travel, but when you’re home and nobody else is around, it’s just nice. Sat by the pool last night with a buddy just chilling. 

Jay Ruane  00:38

Yeah, you know what? Not for nothing, I will tell you this. So we rented a house for the last six weeks. We’ve been at the beach. It’s phenomenal. It’s only about 20 minutes, 25 minutes from where we live. And I’m going to be perfectly honest with you, there were a couple of days where I said I was heading to the office and I just came home and was totally alone. And I got to be in my house alone. No kids. Not just it’s perfectly clean. It was, it was lovely.

Seth Price  01:04

Yeah, and I assume your areas, wherever. I see these tiktoks. If you live in New York City, one hour, take a train here and walk, you know.Llike you live in these, you know, your residential is not that far from other people’s escapes.

Jay Ruane 1  01:17

Oh, you know, it’s funny. You know, we’re at the beach, and we’re talking to all of our neighbors up and down the beach, because we’re…The reason why we’re beachfront is because the house in front of the house that we rented washed away, like during a hurricane a couple of years ago, and they haven’t rebuilt it. So we have the best of everything. We have an extra deep, you know, beach front, in front of us, they say that somebody bought the lot now that they’re gonna build on it, so we probably won’t rent that house again next year. But it’s great, because I’m talking to all these people, they’re like, Oh, I’m from Westchester, you know, I’m from Larchmont. You know, they’re, you know, they’re saying, I’m from North Jersey. I’m like, Well, why didn’t you go to the shore? And they’re like, The shore is crazy. Fairfield’s nice and mellow. You could walk into town tons of good restaurants, you know, that type of thing. So, you know, we were blessed to be, you know, my wife grew up in Fairfield. I grew up nearby, and so it’s been a, it’s been a great month. You know, core memory for the kids, which is awesome, you know, they got, they got six weeks hanging out, literally waking up on the beach. My son fished every day. I fished, you know, a couple of times a week with him. You know, casting from the shore, going out on the jetty. So it was, it was a fantastic way to not travel as much this summer as we normally do, but actually get the benefit of being together, you know, s’mores over a open fire pit. It was fantastic, 

Seth Price  02:44

awesome. 

Jay Ruane  02:45

So, okay, so this is, this is a question I have for you, and I want to get your opinion on this, and I’m going to give it to you in like, three different ways. And I think I’ve asked this before, but one of the reasons why we got this house is because, you know, I had some mailbox money settled a PI case came in. I’m like, I don’t need this money for anything. Why don’t I just rent myself a house for, you know, for six weeks and go to the beach. But let’s say that you have money. And I know you’re Mr. Digital, right? I know you’re Mr. Digital, but I want you to, necessarily, you know, back away from all digital all the time. But say you have 10,000 25,000, $50,000 what do you do with like, if you have money that you can spend at your firm? Maybe, maybe we should do 5, 10, 20, you know, because you know people in our audience, they’re not going to necessarily have an extra 50 grand to dump into something, but we could. We could scrape together five grand to do something. I can scrape together 10 grand, maybe 20 if something comes in and you have this opportunity, it’s money that you don’t need to pay your bills. You want to reinvest it in your firm. What would you do if you had five grand?

Seth Price  04:00

You know, you love this question. And to me, I just never think of it that way. If that makes sense.

Jay Ruane  04:09

okay? 

Seth Price  04:10

Meaning it’s not like, Hey, I have money. I want to burn it. The question is, it’s almost a like. And I still remember this. Let me take it back a moment. I remember at a buddy who was in Philadelphia doing criminal when they were still criminal in Philadelphia, you know, they don’t make a record so. And he would be like, if he’s made his money for the week, he charged differently than to somebody coming in the office, than not. And he would change his position based on that. And I just always seem like, again, it worked for him, but was not my sensibility. And to me, you know, I think it is. I would rather see what is a strategic decision to spend money, rather than I happen to get like a prize. Now, I know, there are people, and there’s a PI guy in my market from out of state who had some massive hit and went to a new market and took his, let’s say, seven figure windfall and started marketing in that market and created a beachhead and created a multi okay, but the idea that $10,000 $20,000 makes that type of difference to me. I’d rather see a consistent marketing play where you’re like, hey, my firm is at, you know, X hundreds of 1000s or X million a year, whatever it is. And I’m going to allocate these things to these different plays, rather than, here’s just a spike that I’m going to try. And it’s tough because, you know, you look at it that way, but to me, that mailbox money should be, hopefully not like this when you think about it, but like, okay, now I have this annualized money to play with. What do I do? And think of it more strategically, rather than what is that one off to buy? And again, you’re talking to a guy who has a 13 year old Accura like, I’m not one of those guys. Hey, there’s money in my pocket. I’m gonna go spend it, but rather, what do I need to get to the next level and then figuring out where that money comes from, rather than saying, Hey, I gotta, I got a windfall here, I’m gonna spend it. There’s nothing wrong with it. If it’s a substantial enough windfall, it does change. It does change what’s possible. But the idea that 10, $20,000 to me, I think, is the wrong question. But rather, hey, I’m in a million dollars revenue. I want to be a $2 million revenue. What do I need to do? And it’s, it’s complicated. I remember I went to a seminar, uh, early on, it was a double your revenue seminar with some group. And I was like, Okay, well, it’s not about doubling your revenue, as you’ll remind us, it’s about your profit. What you’re taking home,

Jay Ruane  06:49

right? Right? You could triple your revenue, but if you’re not making more profit, all you’ve done is made more work and more headache,

Seth Price  06:56

exactly. And that, that concept of the spike, I don’t love as much. Now, there are people that do that and get themselves onto TV, let’s say, if it’s a large enough amount, but to me, make the strategic move and go there, but not just like, hey, I’m going to get a billboard or I’m going to do this one off project. I’d rather just see whatever you’re doing be that way there. Look, I know you, you’ve talked about it this way, that it’s psychologically what makes you tick. And you’re like, Hey, I got this. I’m going to do this awesome vacation that I might not otherwise do. My sensibility, like, Hey, I’m going to use my miles even though I can afford to pay for something. It’s some bizarre, awful place I get pleasure out of the fact that it’s a value and a deal. Like, I love the deal. I hate to say that, because we have President right now, loves the deal, and I think, to a fault. But the idea that, you know, I would rather take, you know, I don’t want you, Oh, I’m getting a house because I have mailbox money. Rather, hey, I want to have these core memories for my kids. I’m going to figure out a way to do that and keep it sustainable than like the spike. That’s just my, my, my sensibility.

Jay Ruane  08:03

Okay, now, given that, what if you have a spike? Here’s, here’s what I’m gonna say,

Seth Price  08:10

maybe those inspire me to come back. What are you gonna do with the extra 20k

Jay Ruane  08:15

there is so much that our audience, and you and I and people like us invest steadily into digital marketing. And that makes sense. I mean, I look at my numbers, I look at my, you know, my 50 files opened in a week, and 95% of them say source internet. You know, as the as

Seth Price  08:38

It also has become a catch all to anything else you do gets put in there.

Jay Ruane  08:41

We have, we have, the way I segment it is, I have referrals prior, no

Seth Price  08:48

No understood. But for those people that are doing a billboard, radio, TV, which I’ve dabbled with beyond just digital, very often that’s going to get picked up in there, just, you know, but anyway, your digital presence, one way or another, is bringing all this in. God bless. So what are you doing?

Jay Ruane  09:04

That’s my steady money, right? I’m investing in that. So I’m wondering, Okay, do I take say I have an extra 12 grand? Do I ramp up and spend another grand a month? Do I spend two grand a month for six months? Hopefully that that being able to do it? I think, honestly, I’m of the opinion that we are missing out on relationship building that I think drives a significant part of our revenue, whether we like it or not. And there’s, I think, a lot of lawyers are missing out on that human connection with other people in their market, other people that can refer them business. There are influence out there, influencers out there that are not necessarily on Instagram, but they are the people that are connected in your community. And I think, if, I think, if you spend some time and attention on them, and whether it’s going different,

Seth Price  09:53

like you’ve, you know, again, you have built a platform. So yes, if you started doing that, and you put that money into a suite at the local arena for the year, and you spent the year using those tickets great for relationship marketing. I’ll come back to my answer. I would say, if you have a PI presence or you can somehow get Google and see you as PI, LSAS of personal injury, if you’re gonna answer your phone quickly, are as good an investment as you can make right now, right. It is still viable to get cases for below PPC prices for sure. And no you know, if you want to create a PI inventory, I would say that. And the second thing I would say is invest in a secondary or a third or fourth office in that I see that with, you know, being the next best, not sexy. It’s not like, oh, throw a bash and bring all the judges in, you know. And there’s nothing wrong with that, you know. And it’s also good for your firm, for your visibility. I still remember, there are two women who ended up not one of one of whom fell out of whom fell out of private practice, went back to the public defender, but these two women left the public defender, and they threw a party for the ages. I was lucky to get an invite to it. We our firm was ahead of theirs by spent about eight years we got invited. It was the coolest party I have ever seen in DC. It was hip. It had every player low to high there.

Seth Price  11:24

How did you get an invite?

Seth Price  11:29

barely, I was like, last minute. Oh, you should come along, type of thing. But it was, you know, they did look they were very charismatic public defenders who were standing out on their own, and the truth is that they didn’t crush it on their own. They didn’t they never follow the digital path. Perfectly fine practice. One went back to run the Public Defender Service that she had come from. The other is still out there, but I still remember like that was one of those coming out parties. They had a connection and didn’t pay 100 cents on the dollar, but it was like throwing an epic bash, but they also had the clout to get people to it. One of the biggest things I find for my own stuff is, you know, post covid, people aren’t downtown. You do stuff in this you know, it’s like you can’t really throw a downtown party anymore. It’s harder to get people, and it’s part of its luck. You pick the right date, with the right weather, with the right people, with the right people, inviting people. So those are types of things, but to me, you know, it’s the consistent building blocks. You know, you open another office and have the gumption to get the reviews if you’ve paid your your dues on the digital itself, on the footprint, that’s going to get you a better return than just about anything else out there?

Jay Ruane  12:44

Yeah, you know, it’s certainly, we just decided a month ago that we’re going to open up another office that opens in two days on the first. You know, we’re, we’re really sort of trying to do all of the baby steps to make sure that were locked and loaded. You know, once we have the Google business profile up, we’ll start driving reviews there. And I

Seth Price  13:07

Nothing, just, I’ll throw that out there. We have seen the tale of two cities we try to play in South Florida that crashed and burned. You know, it was so competitive, just to get the Google has so much fraud in Florida, that anything you do, and we did some stuff that, you know, we should, that somebody did something that I was not pleased with, that sort of Google didn’t like, you know, you’re once that happens and you go off kilter. But if you got a legit, good space, and we’ve done this now in other remote places, for criminal it is, it pays dividends. But know that getting it, getting it live, is, you know, don’t take that for granted. Have the have a file with your pictures. Be ready for a video. If you and look the last two we did that, Google’s like, Sure, here it is nothing, but what? When they need it. Know that it is. You know you don’t want to be paying for a lease. I would recommend that your lease have, especially if it’s an arm’s length with somebody, that your lease does not start until the verification happens.

Jay Ruane  14:11

That makes a lot of sense.

Seth Price  14:12

I’ll throw out that that’s helped me a lot is if I have a, let’s say, you know, you have one of your let’s say contract partners, not equity partners, working one of those locations I will put in the lease. And I’ve gotten this more often than not, that if that person leaves the firm, that you can get out of your lease.

Jay Ruane  14:30

Yeah, I got, I got screwed on that. Years ago, I opened up an office for a for an associate who wanted to work closer to home, signed a, signed a two year lease, and then a month later, he gave his notice. I had no reason for it. Now, obviously, you know, this was before the whole Google Business Profile even existed.

Seth Price  14:49

You don’t want to be paying $1,000

Jay Ruane  14:52

I had to negotiate my my get out of that lease, because it just wasn’t worth it for me. I didn’t want to drag my ass out there. This was back when I was still. Taking cases myself. So you know that those are the types of things that that you need to be aware of. But, yeah, those x, those second, third, fourth, offices can really sort of improve your intake flow, because you’re just being seen by that many more people. And in fact, you know, it’s interesting we have the place where we’re opening an office is someplace that we had sort of walked away from that, that geographic area and this one county, but we decided to get back into it, and we found a great spot in an area where there really isn’t any competition of substance. I mean, I think that the only person with any reviews has, like, 12 reviews on

Seth Price  15:41

Look, that’s the money ball. That’s, I think that’s the thing that BluShark has done a particularly good job on over the last few years. And I had a humbling experience yesterday. Dave, who’s never cared about anything digital, right? He like, he sits there. He would rewrite one page of content 50 times. Like, Dave, if this was up to you, we’d have two, two lawyers, you know, with one office. And, you know, you there’s a diminishing returns on editing content. So he came for a firm, 360 to see everything that Blushark does for price battle. It’s, which is sort of like I’m sitting there watching this in real time, but it is, you know, one of those great things when you’re Moneyball, and this is one of the things we talked about at this meeting, was, there’s, you know, serious competition, right? You want to be in Greenwich, every Connecticut lawyer, right? Is there? Right? 

Jay Ruane  16:29

I walked away from that. 

Seth Price  16:30

No, I know very, very well. I don’t want your shirt. And God bless right? So

Jay Ruane  16:35

said, You know what can have this area

Seth Price  16:37

Exactly. And if you know, over time, the stuff that we’re talking about that if the, if you’re of a region with X number of eyeballs, and it’s 12, eight and 18 reviews, you with your machine, can be there in minutes, yeah. And the idea that you know, again, I call it Moneyball. Everybody has their own term for it, but figuring out, because, look, you don’t have the gumption to be able to open and go head to head with multi 100 reviews in multiple places, because you just it won’t get there in time. But if you can find those honey spots, honey pots, this one person calls them, you can find those locations. I know people that go to like rural Illinois, you know, Wyoming getting crazy stuff. Where, if you go, and I sort of actually have a similar issue where, you know, there are areas of Maryland now that have gotten so that the population has grown so much that, you know, we think of it as a bedroom community. And there is, you know, you know, outside of the sort of closer in suburbs. And, you know, if you can just get yourself a location there, there’s population to win.

Jay Ruane  17:54

Yeah, you know, it’s really for us. What I did is I went out and I took a list of 169 towns in the state of Connecticut, and we sorted them by population density, you know, largest to smallest. Then I went in and I had a VA go through and actually run searches in each town and identify the top three lawyers that are showing up on maps and how many reviews that they have so that we can pick off these locations that have a population, and the best opportunity

Seth Price  18:28

we literally, that’s, that’s we have. You know, it’s red, yellow, green, as far as

Jay Ruane  18:35

we did spreadsheet with colors, yeah, and

Seth Price  18:36

And then you need to add common sense to it, right? That’s where. I mean, maybe at some point, hey, I’ll get it. But, you know, do you have a demographic that makes you more money? If somebody’s too wealthy, it’s not good, it’s not going to be enough. Cases, if it’s too poor, you can’t get the So, is there a way to figure out what demographic you want for you and I think, secondarily, you know, if you’re like, hey, I want to open three offices in the next 18 months, you know, you pick off, you know, a green, a yellow, and you take a red, where, like, Yeah, this is going to be a two year project. But if I can somehow get myself, you know, what, I can win Hartford, you know, right.

Jay Ruane  19:21

Yeah and that’s, and that’s actually one of the things, you know, we’re looking strategically at these places that we want to open. And it’s an investment, because it’s not something that you can open, you know, open up and immediately start generating revenue from that.

Seth Price  19:36

And that was my point before that, if you have that money, you know, we’ve done that where we put a lawyer in a new jurisdiction, away from our mothership, and again, if it goes too competitive, which we did, you crash and burn. If it’s, if it’s, you know, there again, it doesn’t have to be crazy. But if you’re able to find a place, and I think you know, the bigger firms, the Morgans end up flooding reviews from a different location, and Google sort of doesn’t love it, but enough come through that it moves the needle if it’s that much of a wave. And so I feel like, as you’re doing this, being real with yourself on what you’re going to be able to get review wise, and when you hire people making that part of theirs, you know, I’ve made a mistake recently where, you know, we when you hire somebody and Mike Morris does a nice job. No so. Bill Biggs, who talked about this? Bill Biggs talked about, when hiring a lawyer, having a conversation real, are you going to follow our rules and not rules, but our systems. Your Mr. System, right? Are you going to follow our procedures? Because if you’re not, you may be a great practitioner, but we can only scale following these systems. And we brought somebody in who’s been bucking that, that trend, and it’s been, it’s been problematic internally. The the thought here is that when you bring somebody in, one of those things is, will that person make reviews a priority? You know, there are people that look at reviews that’s that’s beneath me. It’s crazy. I don’t want to deal with it. There’s a cringe factor to it. But if you bring somebody in, and that person can walk in the door in the first four months with 100 reviews from their prior clients and raving fans. That’s powerful and will move the needle. And if you have a person who comes in and lays an egg, you’re going to be sucking wind for a lot longer on that new office, and you need a lot more resources moved over.

Jay Ruane  20:28

Yeah, well, and what are best practices? Then, if you have, you know, existing clients who’ve given you a review on one of your practice profiles. You know, my main office has 600 reviews. I open a new office. Can I go back to those people and say, Hey, can you review my new office? 

Seth Price  21:57

I mean look, it gets dicey. You should be able to in theory, in that, if you stay at one Hilton, you could review a different Hilton, right? I mean, in theory, Google doesn’t love it. It comes with risk. I think if you’re too risk averse, you won’t grow, and other people will do it. And yes, some may get siphoned off. I think it’s if it is a pattern where that’s your MO like Google sees everything we think we’re clever at Google can see, and we saw, we talked about this with that glitch, right? They saw the moments that you took an aggressive stance. Some of them work. They’re still there. They came back. But they clearly know, do we care? We care if they take them away or if they slap you down? So I would just, I would understand that there are things that like, oh, wow, I’m just going to go and you know, as one offs that that milk, that are sort of spread out, sure, but understand that every you know when you’re doing that. It is less than ideal, than new at the same time. You know, I’m sure there are plenty of people who have done some version of that, but I could tell you, if you have somebody go and start doing multiple ones together, Google does see that those will come down.

Jay Ruane  23:15

Yeah, you want to, you don’t want to. You don’t want to be in a situation where you’re trying to push it so far that you’re going to wind up hurting every one of your listings correct, you know, because that that could be, that could be problematic. And I still, I still have PTSD from five years ago during covid, when I lost, you know, one of my profiles with a couple 100 reviews on it, and we basically became non existent to Google for six months or so. And that’s, and that’s really, you know, I mean, God. I mean, I think about it now. Thank God it happened during covid When people weren’t otherwise getting cases. 

Seth Price  23:50

I mean that when the Indian call centers popped up, yeah, yeah, that was a miserable time. 

23:57

Miserable, absolutely miserable.

Seth Price  23:58

The Indian culture being shut down because they were

Jay Ruane  24:01

hit with covid, right, right, right, right, exactly. So what else is going on? What do you also want to chat about? We want

Seth Price  24:06

to talk about, what do we get working on? Book? I’m excited about that. Oh, yeah, tell me about that. So I got a book on local search. And with all the talk of AI and all of that happening, which is, it is happening, and it’s a thing. Local Search still making the phones ring. If you speak to most lawyers. Yes, traffic is down, but Google, with its, you know, user generated content, and that in the Google business profile is still, is still there. So very excited with that in the final stages, and, you know, trying to figure out what, what are the legit things for a book, and what are sort of the cheesy hacks you do to sort of say that you’re the number one for this category or that category?

Jay Ruane  24:46

Yeah, for sure. If you know, it’s interesting. I’m curious, and I haven’t done much research into this, but I’m going to the best AI conference. I’m speaking in Charleston in November. I’m. Actually getting back out on the road a little bit. And I’m curious to what extent Google has lost searchers to AI tools like chat GPT and Claude, and that’s everything, because I got two clients that retained us this week alone, that when we asked where they found us, and they said chat GPT.

Seth Price  25:20

So you know, we are seeing that it is tougher in that people are doing the research there. It’s just not we have, like we see anecdotally, you know, it may be 90-10 as opposed to 98-2. So is there, you know, is there other stuff out there? There certainly is. That’s actually one of the things I get questioned about more, and it’s really fascinating, because people that look at their numbers hard, they’re like, just make the phones ring, right? Versus the cutting edge guys, I’ll put Jay in that category, who want to be ahead of the curve. And I think it’s one of those things where it’s right now the Wild West, nobody knows where they’re going to be pulling from, or which service there is going to win? If there’s a giant dollar fee for chat GBT, are people going to be using Gemini for free? You know, you know what? What is the method? And as they start to monetize those searches at some point, because they got to make some money somehow, and, you know, fascinating stuff, so we actually now have a BluShark product that brings, makes people show up for those AI research results. Oh, cool. I am, you know, to me, what I am seeing is that, to date, most of the AI search results we’re seeing again, we’re watching it daily. Is that is taking away what was rich snippets, or what is information? It’s killing newspapers, right? But what you know, and the question the guy who found you on chat, GPT, did he? Did he just click through from that to hire you? Or is he going back and then googling to get you legit question, right? Like, how much of this is, you know, people liking the concept, but is this, you know, is that the brand play, so to speak, where somebody’s fine, oh, Jay Ruane, big DUI guy in Connecticut. Then when I do a search, I see it there, and it comes up, or somebody saying, oh, Jay Ruane, I’m clicking on that chat GPT result, in getting there so far, of the again, across the firm, across all blue truck, 300 case studies to look at. What we have seen is traffic certainly dropped dramatically. But when it comes to phone calls and revenue, it just hasn’t so knock on wood.

Jay Ruane  27:39

I mean, in a way, isn’t that better? You want, you want more, you know, you want more traffic that you can convert 100% you want to get, you

Seth Price  27:48

want to get rid of the car. But, right? But you have people looking at vanity metrics. We’ve, you know, when, when traffic drops, not vanity met, but it’s a metric. That’s one thing we were saying, Hey, don’t look at don’t look at this. You know, at the end of the day, we should be looking at convertible calls, and what percent like, what percentage you’re converting is your own business, but what number of viable leads are you getting? That would be the ultimate number. And we just haven’t seen a drop in that for clients. We’ve definitely seen traffic people with blogs. They’re people that had like blogs that worked amazingly well. And while we know that traffic is a factor for SEO, if everybody drops some right percentage that it, but like, there are people that had those magic blogs that that got it and it was good. It was good for the whole ecosystem of your firm. Again, you can’t do any like, you can’t fight that. I’m not going to kill myself for traffic if I’m still making the money?

Jay Ruane  28:43

Yeah, I’m wondering if maybe I should build a page I probably should have done this years ago. But you know, a common thing that someone might type into an AI tool, grok, Claude, chatgpt, whatever would be like, who is the best criminal defense lawyer in Connecticut? You know, they also would type that into Google, right? Exactly. So we’re not have a page why Ruane attorneys is the best criminal defense lawyer?

Seth Price  29:13

and what we’re finding is it’s not taking it from Ruane attorneys, right? It’s like, it’s a different it’s other people talking about you. So the irony is, all these years when I, like, got on Dave for being on CNN or New York Times or, you know, and wasn’t getting the link. Yes, there was reading it, you know, there was none, but the linkless mentioned that was sort of like, okay, but not as good as the link is now, sort of like, actually means more and more.

Jay Ruane  29:44

Well, that’s that. I mean, that’s a whole new strategy to put into play for lawyers who are trying to build their credibility up with these.

Seth Price  29:53

And I think, like anything having a budget to be there, you know, it’s sort of like, how much do you invest in crypto? Like you don’t put your whole, you know, portfolio in there, but if you you think this is going to be huge, you have your allocation. And I think it’s similar here, you know, where it has legs, it’s going places, and we don’t know which way it’s going, but you want to be there at the same time. Who’s to say how it’s going to extract information as it matures. And so right now, there are nonsensical paid directories that you would never look at that it’s grabbing stuff from. Should you be paying real money for that? Now it’s no longer free chatgpt you’re paying to play by putting yourself in these places. And, you know, do you want to be paying for all these formative years, or do you just wait to see where it is and then invest at that point? Like, are you going to chase those cutting

Jay Ruane  30:55

I mean, I can remember. I can remember guys I knew who would go out and, you know, build 1000 or 5000 inbound links, and then a couple of months later, had to disavow all those links. I mean, it’s the same, it’s the same thing, like the wild, yeah, we’re sort of in a wild west when it comes to it, and I’ll be curious to see who the victors are. And then, you know, they need to monetize. I mean, these AI tools are burning cash like at rates that we’ve never seen before. They’re going to have to start monetizing it sooner rather than later, and I just don’t know. I mean, maybe it’s going to be with membership fees and user fees. 

Seth Price  31:35

I just say the moment there’s a membership fee. I mean, think about it. Broadcast TV still moves the needle in PI like, these are not early adapters that are signing up these, you know, signing up. So look, will you have a niche there where you get the higher end people, especially in criminal where you want those people who have that membership? Yeah, but know that this is, you know, it’s interesting. But where, where do people go when they want something to trust, right? Cool, very cool. This is awesome,

Jay Ruane  32:10

yeah. I mean, it just, it’s a lot. I mean, it’s, you know, one thing I tried to sort of take a mental break over the last couple of weeks, and it was basically impossible, because there’s always stuff for me to have to think about when it comes to the firm. I have an issue that I want to talk about next week with you, about one of my lawyers wanting to go part time, and whether or not we should support that, or whether or not we should just say, You know what? This is never going to work. He wants to he’s been offered a tenure track professorship and he’s a grinder, so, but this is where his heart is, is being a professor. So should I? I don’t know. Should I work my way out? What should I do? I’m struggling with that. So hopefully we can talk a little bit about that next week and seeing if, if you can take a full time employee, make them part time, and give them the life that they want, but also be able to service your clients as well. Great, great. So Alright, folks, that’s going to do for us this week on the law firm blueprint. Of course, you can check us out anywhere you want to go by subscribing to and following the law firm blueprint podcast. If you want to watch us live, you can do so every Thursday, 3pm Eastern, 12pm Pacific, live on LinkedIn, live in our Facebook group, the law firm blueprint. Please join us if you can. Other than that, I’m Jay Ruane. He is Seth price. We are the law firm blueprint. Thanks for watching. Thanks for listening. Have a great one. Bye for now. You.