Maintaining a good reputation is an important part of any attorney's ongoing activities. A positive reputation is often what causes a potential client to seek the services of a specific law firm or attorney. In fact, 88% of consumers stated that a lawyer's "reputation" was one of the top two most important pieces of information they rely when choosing an attorney.*
Over the past ten years Todd Spodek, founder at Spodek Law Group P.C., has built his law practice into a high-demand New York City trial law firm, based on positive results and high-profile court cases. From Fox News to Entrepreneur.com to Entertainment Tonight Todd relishes the idea of his firm being noticed in a crowded marketplace. We spoke with Todd briefly about his first Rising Stars list selection as well as everything from Instagram to online marketing.
How do potential clients see your firm? There's a predisposition amongst legal consumers that attorneys sit in their ivory tower, lording from on high. So while many lawyers are easily accessible, sometimes prospects don't view it that way. It's difficult to hurdle this barrier many consumers have, but doing so will help your firm seem trustworthy and compassionate.
For Liane Fisher, senior partner at Fisher Taubenfeld LLP in New York City, the demands of running a business and a law practice at the same time was a juggling match to say the least. Whether it was human resources, budgeting, marketing or even networking, Liane wanted to dedicate more time to the practice of employment law.
There's a preconceived notion out there that attorneys fashion a high opinion of themselves. Whether it's the law school they attended or their win/loss record in cases, the stigma exists. Interestingly enough, in a recent Thomson Reuters study, attorneys in small law firms ranked being "the best of the best" third out of 14 priorities when it came to goals that were most important to them.
You used to build trust with potential clients the old fashioned way-you looked them in the eye, shook their hand and reassured them that you were the lawyer they could rely on. But trust doesn't start in your office anymore. Today consumers are researching attorneys online so your first point of contact is digital where it is much harder to assure them of your credibility.
With the end of 2016 in sight you might be mulling over where to allocate remaining marketing dollars. Maybe your thoughts have turned to improving your reputation in the community. Or perhaps you're busy pondering ways to provide better client service in 2017.
Being named to a Super Lawyers or Rising Stars list is no small feat. Those selected need to take every opportunity to maximize the attention that comes with this honor. Awards and recognitions are what the marketing world calls third-party validations, and they can be extremely valuable marketing tools for attorneys. Third-party validations help you stand out in an increasingly competitive legal market.
Last week, Super Lawyers brought you the webcast 6 Ways to Put Your Legal Accolades to Work. This session addressed how you can use legal accolades to support your broader marketing strategy. We received a ton of great questions but couldn't get to them all and wanted to highlight a few below.
You see that plaque above your desk? Although valuable for clients that make it through the door, no one outside your office can see it. Learn more about why an integrated approach to promoting your legal accolades, focused on achieving maximum visibility, can change that during our upcoming webcast.