Positioning Your Firm to Attract Referrals - Part 4
Coming in May: Newly Redesigned Super Lawyers Magazine
The study and practice of law has connected you to a vast network of professionals. That network can include former law school classmates, attorneys in different practice areas or members of a professional network in which you belong. All of these individuals can serve as strong referral sources. Your professional colleagues understand the value of expertise and case management, and the importance of setting expectations with the client. In fact, 79 percent of attorneys see their referral sources positively in terms of referring clients back.*
In the world of referrals, you get what you give. That means, first of all, that you need to be a source of referrals yourself. When you come into contact with prospective clients you cannot help, make every effort to refer them on to someone else. Secondly, many lawyers have clients who have needs that are outside their area of expertise or location. Being extremely clear about the type of services you offer through an integrated marketing approach can allow you to be identified by attorneys in different practice areas and help build your national reputation. Exposure in publications such as Super Lawyers Magazine, which is sent to all attorneys in the state bar, is a key tactic in marketing your firm and its services.
At Super Lawyers, we take pride in our patented selection process, which produces a credible, comprehensive and diverse listing of outstanding attorneys that can be used as a resource for referring attorneys and consumers searching for legal counsel. We also provide a built-in attorney referral network that allows selectees to celebrate their achievement and to network with colleagues at our receptions. Did you know 85% of attorneys selected to a Super Lawyers or Rising Stars list referred a client to a fellow selected attorney in the past year?*
Ready to start cultivating your own network?
Download your free copy of the playbook Master the Art of Referrals today. And be sure to check out how one Kansas City attorney hosts a "fight night," where he invites up to 20 attorneys to watch a boxing match or mixed martial arts contest.
*2015 Super Lawyers Referral Survey
Don't Overlook the Power of Print
From modest beginnings as part of Minnesota Law & Politics magazine in 1991, to being acquired by Thomson Reuters in 2010, the Super Lawyers brand has established itself as the leading lawyer rating service in the country. At its core Super Lawyers Magazine provides visibility to attorneys who exhibit excellence in the practice of law, covering what makes them successful both personally and professionally. With an unparalleled readership of 1.2 million attorneys, we connect legal professionals with each other and those who need them.
Leveraging past success for future growth, starting in May 2016 Super Lawyers Magazine will have a refreshed design and contain an expanded editorial lineup with greater variety and more visual content. This new design and format will modernize the Super Lawyers brand while delivering relevant, informative and more diverse content for attorneys. Additionally, the changes will reinforce the value Super Lawyers Magazine provides as an attorney referral source nationwide.
Why the change? We believe this relaunch will provide our readers (including current and past advertisers, as well as those that have never advertised with us) reasons to get excited about the value Super Lawyers Magazine can provide-both from an insightful perspective and a business development opportunity.
Strong engagement is predicted to increase with the new design and editorial direction. Be sure to check out the top 3 reasons to not overlook print advertising this year:
1. GREATER AWARENESS OF THE MAGAZINE
Super Lawyers will devote significant marketing efforts to promote the redesigned publication launch, providing extended exposure to print advertisers.
2. AMPLIFIED READER ENGAGEMENT
The newly redesigned magazine will spark readers' curiosity which may lead them to spend more time reading the magazine and conversing about it with colleagues and peers.
3. IMPROVED EDITORIAL LINEUP
The expanded editorial lineup will have greater variety and general interest stories which should give the magazine a longer shelf life.
Did you know that 57% of Super Lawyers Magazine readers pass the magazine on to three or more people? Additionally, readers spend an average of 30-60 minutes with each issue? Now is the time to consider how an advertising presence in this newly redesigned magazine could strengthen your firm's reputation, reach a vast network of referring attorneys and help achieve your business development goals. To learn more about advertising opportunities visit SuperLawyers.com/Advertising or contact your Associate Publisher today.
Power is defined by Merriam-Webster as "the ability to act or produce an effect; control, authority and influence". In contemplating what this applies to, print advertising most likely doesn't bubble to top of mind. But when it comes to your legal practice we think it should - and the research agrees.
With the sheer volume of digital content, more than ever print advertising - specifically in magazines - has the power to produce awareness of your firm's brand, demonstrate authority in your practice and influence potential clients.
We looked at reader behavior trends across Super Lawyers Magazine, as well as general-audience consumer magazines, to highlight four key proof points as to why you should care about print advertising: Staying Power, Audience Engagement, Brand Awareness and Target Audience. In addition, it's important to understand how magazine advertising compliments your digital initiatives to provide a robust marketing strategy. In this day and age it's vital to be seen online, but an added presence in print will differentiate your firm and provide those extra impressions your competition may not be getting.
For a deeper dive, check out our complete infographic below - the Power of Print.