You landed a spot on a list, maybe on Best Lawyers, Super Lawyers, Lawdragon, Chambers, 40 Under 40, or any of the myriad directories and rankings now prevalent in the legal profession, and you worked hard to earn that coveted recognition.
Inclusion in a “Best Of” or “America’s Best…” list is a rapidly growing mark of prestige for many lawyers and their firms and can be used as a tool to open the door for increased marketing possibilities.
Be sure to capitalize by:
• Forwarding the announcement to your primary business audience, including prospects and referral sources, with a personal note. Keep it current -- send an email with a link to the award on the day you receive it. The note should simply say, “I, or my practice group, just received this ranking and are pleased to have been recognized for my/our work. I thought you’d be interested.”
• Letting your clients know the good news when you see or talk to them, in addition to a written note. It only reinforces their buying decision.
• Regularly updating your biography on your firm’s website. It sounds simple, but attorney bios that are not up-to-date equate to a missed opportunity to sell yourself. The more places that clients and prospects can view your accomplishments, the better.
• Internally promoting the news by sending an all-office email.
• Externally promoting the news by writing a press release and posting it on the firm’s Web site.
• Updating any recruiting materials so that potential hires can stay current with the firm’s accomplishments.
• Adding the award to any relevant practice group descriptions.
• Issuing your press release to select local media, alumni publications and some industry trades.
Some lawyers may hesitate when it comes to self-promotion, but the truth is that the legal market is highly competitive, and firms need to distinguish themselves. A placement on a reputable list is one way to rise about the crowd, and it should be used as a promotional tool.
Remember, sometimes an omission from a prominent raking featuring competitors and peers will say volumes about a conspicuously absent attorney or firm. If you have the news to share, do so.
When you’ve narrowed down the right lists and are ranked among the elite, capitalize on that placement by putting that ranking to work for you. And don’t be shy; after all the time and effort that you put in, you deserve the positive results that promotion of your accolades will bring.
Kathy O’Brien is the manager of Jaffe’s RankingsForLawyers group, and she can be reached at obrienk@jaffeassociates.com or at www.jaffeassociates.com.
|
