Play to Win: Ten Tips for Attorney Awards and Rankings
Best, super, top, excellent: No facet of legal marketing has seemed to grow faster than awards and rankings, which, according to The Wall Street Journal, now number more than 1,200. While not all of these operate on the up-and-up, legitimate rankings do have a place in your marketing toolkit.
Indeed, while being listed in Super Lawyers, Best Lawyers in America, Chambers or another legitimate ranking may not make the sale on its own, having these proverbial seals of approval can help you seal the deal. According to BTI Consulting’s How Clients Hire, nearly 80% of clients use these services to validate the credentials of a referral; on the flip side, more than half of clients said absence from a key list would hinder them from hiring a law firm.
When it comes to rankings, what’s worth your time, how do you win, and what happens next? We have helped clients score spots in rankings ranging from local “40 Under 40” lists to The American Lawyer’s top honors. Through this experience, we’ve learned ten key lessons for securing and maximizing these accolades:
ONE: HAVE A PLAN.
Again, there are more than a thousand rankings competing for your time and attention (and potentially your dollars – more on that later). Start by setting goals for your practice or your firm. Based on your target market, what awards or rankings might be the most relevant? For a corporate firm, this may be the stalwarts like Chambers; for a consumer-focused firm, you may find more value in the U.S. News & World Report’s “Best Law Firms,” a legal ranking with a recognizable brand behind it. In a niche practice, a specific industry recognition may bring considerably more ROI than a generic legal one. If you need to aggressively hire, what about a “Best Places to Work” prize?
One simple way to start your target list: Look at where your competitors (or role model firms) are ranked. Stalk several attorney biographies; cruise local and trade publications. Once you have your targets, create a calendar of the relevant deadlines. Most award programs follow consistent timing year over year; for example, Best Lawyers in America nominations are always due in late November/early December. (Firesign tracks awards and rankings across the United States – we’re happy to help.)
TWO: GET THE BASICS RIGHT.
Far too many award submissions are disqualified simply for failing to follow the instructions. If there’s a prescribed form, use it. If there is a set of questions, answer all of them. If there is a deadline, meet it. For many of these awards, competition will be fierce; don’t hurt your chances on the easy stuff.
THREE: MAKE YOUR CASE.
Many awards will require a narrative, such as “Explain why you deserve to be recognized as _______________.” Now consider the judges, who will have to read hundreds of these. Make it easy for them to see how you stand out. Don’t just regurgitate your bio; instead, rely on your legal training and make an argument. Start by saying “Jane Doe merits consideration for this award for three reasons,” then list three proof points. Review the mission of the award, and draft an argument that shows how you fulfill it.
FOUR: PRIORITIZE REFERENCES.
Programs like Chambers emphasize references over all else. If you are competing for an award that asks for references:
- Provide the maximum number allowed.
- Contact your references beforehand to obtain their permission and confirm their availability.
- Think about accessibility – it’s far better to list a manager-level contact who you know will return the researcher’s call than a CEO who won’t. You will not get points for a sexy title; you will get points for a positive response.
FIVE: PLAY THE GAME.
Award programs like Super Lawyers operate on voting models; their “peer rankings” are based on votes from lawyers like you. If you want to get on the list (or stay on the list), make sure you participate in the process. We’re always surprised when we hear from lawyers who want very badly to be Super Lawyers, Best Lawyers or what have you….but don’t take the time to vote for others. Karma counts, and if the researchers happen to look, it helps your case if you have a strong voting record.
SIX: CAMPAIGN SMART.
The awards that rely on peer voting frown upon overt electioneering. Some, like Super Lawyers, purport to crack down on attorneys in clear cahoots. That doesn’t mean you can’t ask for votes from a few friends; it means you shouldn’t launch a comprehensive conspiracy. It’s OK – and effective – to email your favorite contacts with an earnest request. We find a little self-deprecating humor goes a long way. Send an email with a title like, “Shameless Request,” with text like, “It’s everyone’s favorite time of year, the annual Super Lawyers election. I submitted my ballot today, with you on it; might I ask you to return the favor?”
SEVEN: MIND CONFIDENTIALITY.
Treat award applications like an interview with a reporter: Everything is on the record. Do not disclose cases, transactions or other client matters without express permission from the client – even if you do not intend to use their name. In more than a decade of Chambers submissions, we have never seen a matter marked “confidential” used on the public site, but accidents can happen. Stay above board.
EIGHT: UPDATE YOUR BIO.
If you are being considered for an award, the judges’ due diligence may not be limited to your application; they may look at your firm website and bio. Is it current, is it correct, is it comprehensive? Does it show a record of thought leadership? True story: We once worked with an attorney who was disappointed that he had dropped off of Super Lawyers; after we talked with the researchers, we learned it was because his bio did not show any recent presentations or publications. If you are campaigning to be recognized as the best in your field, make sure you can back it up.
NINE: PROTECT YOUR POCKETBOOK.
Generally speaking, the legitimate awards will not ask for any money to be listed. There may be a suggestive selling spiel for an advertisement, badge or “enhanced profile,” but there should no charge for a simple listing. If you are notified that you won an award (typically from a company you’ve never heard of) but have to pay just to be named on the website, it’s a scam: Delete it and move on. At Firesign, we maintain a list of the charlatans in the industry; contact us with questions.
As for the bona fide awards, is some spending worth it? It depends. We’d never tell you to buy the commemorative cuff links, but a badge for your website can be a quick verbal cue, like the Good Housekeeping Seal of Approval. For special awards, plaques and trophies deserve a place of honor in your office.
TEN: SHARE THE NEWS.
Once your victory is public, tell your network. Post it on LinkedIn and your other social media channels. Send it to your law school alumni publication. Update your bio (again). Create a news post for your firm website. If the award is unique, like a very prestigious national award or an industry-focused recognition, consider a press release for the local media. (Do not do this with Best Lawyers, Super Lawyers, Chambers or any honor that goes to multitudes of lawyers in your city.)
Katherine Hollar Barnard is the founder of Firesign | Enlightened Legal Marketing, a full-service marketing agency that helps attorneys attract, win and retain business.
Need help navigating the wide world of awards? Contact Firesign at spark@staging.firesignmarketing.flywheelsites.com.