With August ending we wanted to take a look back at the two magazines released this month: 2015 Northern California Super Lawyers Magazine and 2015 Upstate New York Super Lawyers Magazine.
This issue's cover story features six attorneys who started their careers in the 1950s and '60s. Through a series of questions the lawyers share how they began practicing law, changes they have seen in the industry, and interesting cases they have tried in their lengthy careers. Each has a different opinion on what they think will be the future of the profession, but they all can agree that there will be change.
Next this edition features is Attorney Annette Hurst. Over the past 25 years Hurst has forged a reputation as one of the best copyright and intellectual property lawyers in the country. In 2012, she represented Brocade in a case that resulted in a $112 million verdict in Brocade's favor. "She has a unique sixth sense about how to go for the jugular in a cross examination in a very transparent way" says her former colleague Mark Flagel. Drawing on her roots in the feminist movement, Hurst says her most proud victory came against Mattell Inc. The results of the trial have forced Mattell to back off their protection of Barbie and opened up space for commentary on the famed doll.
Our cover story features attorney Ginger Schröder. Schröder began her career working a white-shoe firm in New York City. After realizing the big city life wasn't for her, she escaped to Buffalo where she soon cofounded firm Schröder, Joseph & Associates. Drawing off of her negative experiences at a big firm, she sought to create a non-traditional working environment. Employees aren't expected to wear suits and it's not expected that they come in on the weekends. Today you can find Schröder escaping to her 1,800-sq. ft. Amish built cabin in Farmersville, New York.
Next scientific misconduct attorney Barry Nelson is featured in a Q/A. Originally a criminal defense lawyer, Nelson was brought in on a case in involving scientific misconduct - which is defined as any publication or study in which scientists are accused of fraud in relation to their studies. Having now defended universities such as Columbia, Harvard, the University of California, and multiple cases in the SUNY system, Nelson hasn't looked back.
Visit http://www.superlawyers.com/about/digital_magazine.html to see all our digital editions.
Recognitions and honors are what the marketing world calls third-party validations, and they can be extremely valuable marketing tools for attorneys. They make you stand out in an increasingly competitive legal market. However, these benefits mean more when you promote them. To succeed in your marketing strategy, take every opportunity to tout your firm through communication with your audiences (employees, customers, potential clients, related industry associates, etc.) to inform them about the recognition. The key is to share the achievement in a way that showcases your firm without coming off as self-serving.
Consider these four tactics below when spreading the word about your legal achievements for a well-rounded marketing approach. Also be sure to download our inaugural Playbook Leveraging Your Legal Accolades, which breaks down the importance of self-promotion in the legal marketplace.
1. ISSUE A PRESS RELEASE
Press releases are traditional but still useful, particularly to reach media organizations. They can produce major benefits in marketing and public relations campaigns, even if they don't receive placement in major media outlets. The main advantage of disseminating a press release on the Web is its ability to build on keywords, links, tags and meta-tags-which contribute to the traffic on your website and your website's ranking.
2. HIGHLIGHT ACCOLADES ON YOUR WEBSITE
Whether it's case results, state bar certifications, scholarly writings or court admissions, make sure you place them prominently on your website. This might be a long list, but it's worthwhile for promoting your reputation to potential clients. Devoting a section on your firm's website to achievements and accomplishments is an excellent way to honor hard work and build morale. Shining light on these successes with testimonials from prominent attorneys also provides valuable content that potential clients will appreciate.
3. CREATE AN EMAIL MARKETING STRATEGY
Include the news of legal accolades and achievements in your email newsletters to share the full story of your honor. Be sure to focus the content on all of the various people who made this accomplishment possible. If that's not an option, little things like adding relevant certifications or top list selections to your email footer can go a long way in building rapport with potential clients.
4. INCLUDE ACHIEVEMENTS IN YOUR PRINT MARKETING
Securing print advertising to promote your accolades contributes to a well-rounded marketing approach. Use any logos, badges or branding elements that accompany your achievements. Be sure to put them on your direct mail pieces and include them on your business cards. The more prominent you make them, the better your firm will look. They tell consumers that an established entity vouches for your firm.
We hope your now equipped with a little background on the power of self-promotion. Chances are you have recognitions to tout such as certifications, selections to top attorney lists, recommendations, scholarly writings and awards. You've done the hard work to be recognized, now it's time to spread the news and create brand awareness for your firm. Download Leveraging Your Legal Accolades today.
You've heard it before....."He must have paid a lot of money to be on the front cover of the magazine", "How many people did she have to petition to be selected?" or even "His advertising dollars got him in the magazine." This blog post exposes some of the wide-ranging myths we hear about our selection process - and the facts that debunk them.
Advertising improves the chances of being selected to a Super Lawyers or Rising Stars list.
TRUTH: Big fat no. There is a strict separation between the patented selection process and advertising. In fact, print advertising sales do not even begin until after the Super Lawyers research team has selected and notified all attorneys for that year. Print advertising is simply a vehicle for selected attorneys to further promote their selection or describe their expertise to potential clients and referral sources through Super Lawyers third-party validation and distribution. Additionally, all attorneys selected, regardless of year of selection, are listed on SuperLawyers.com with a complimentary basic online attorney profile and a listing in the printed version of our magazine.
Selection to the Super Lawyers list is all about nominations.
TRUTH: The nomination phase is simply the first step in our process. Lawyers enter the candidate pool for further evaluation by receiving a nomination, being identified by our research staff or by submitting information about their practice for consideration. After the candidate pool is established, the Super Lawyers research team conducts detailed research evaluations based on 12 indicators for each attorney in the candidate pool. From there, final candidates are sent to an attorney panel based on primary practice area to be given a final peer evaluation. It is after these three steps that the Super Lawyers list is finalized each year per region.
The more nominations you get, the better chance you'll be selected.
TRUTH: No matter how many nominations one receives, it will not guarantee selection. As you read above, nominations are just one part of the process, primarily used to create a candidate pool for further research. Soliciting nominations from other lawyers can result in disregarded nominations and, in egregious cases, can lead to disqualification. While important, the nomination phase is simply the first step in our process, but we limit the value of those points so that no matter how many nominations one receives, it will not guarantee selection.
If I get selected this year, I will definitely get selected next year.
TRUTH: Each year we conduct the Super Lawyers selection process using the most current information. When we list an attorney one year, we will keep that lawyer in the candidate pool the following year, though there is some turnover from year-to-year. The selection we make one year does not guarantee future selection to the list.
For more information on Super Lawyers patented selection process be sure to visit http://www.superlawyers.com/about/selection_process.html.