8 Tips to Grow the Law Firm Business
Writing a winning legal ranking or directory submission can boost law firm business development.
Sherry Karabin, Law Technology News
March 24, 2014


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As more legal departments comparison shop for outside counsel, firms are stepping up their marketing and business development efforts. Being singled out by one of the research-based legal rankings or directories can be a big client booster, whether it’s a practice area or individual lawyers that are recognized.

In an entry on Attorney At Work, Elizabeth Lampert, president of the legal marketing company, Elizabeth Lampert PR, and Nigel Savage, managing director of Savage Communications, which specializes in helping firms with legal directories and rankings, offer tips for making the cut.

1. Follow the rules: Submit only what is asked for and do so within the requested word count.
2. Know your deadlines: Begin each submission six weeks before it is due.
3. Send your nominations early: Your submission will be less likely to get lost in the last minute rush.
4. Know the selection criteria of the list you are aiming for: If the publication wants a litigator, don’t offer up someone who rarely participates in trials, even if it’s the firm chairman, they advise.
5. Tell them what they need to know: Be as specific as possible about why the candidate should be included.
6. Link to good stuff: Include links to any media coverage on matters handled impacting the legal and business communities.
7. Back up your claims with quantitative facts: If you are talking about pro bono, for example, list attorney/firm hours and programs contrasting them against national averages.
8. Give clients’ words a lot of time: For some directories, client references are as important as the submission, the authors say.

Sherry Karabin is a freelance writer and reporter based in New York City. Email: sherry.karabin@yahoo.com.

Read more: http://www.lawtechnologynews.com/id=1395414153290/8-Tips-to-Grow-the-Law-Firm-Business-#ixzz2wt5IJeux