After working in law firms for over 20 years, here’s what I’ve learned about writing better social media posts to promote your lawyer rankings such as Best Lawyers and Super Lawyers and even Chambers.
Don’t do everything for yourself or start by saying how “honoured” or “humbled” you are. It sounds boastful and stereotypical.
Instead, talk about teamwork and the contributions of your colleagues. Focus on your customers, what you’ve done this year, or how you got to where you are today.
Be humble and stand out.
And watch people like and comment on the post and celebrate your success.
That’s how you tell the story.
It’s show vs tell.
Most content on LinkedIn is boring. It’s dry. He has no personality. It’s forgettable. And that’s too much self-promotion.
The best way to promote yourself and your services is to add value. So many people and law firms forget that.
They think that if they brag about closing a big deal or their latest Best Lawyers, Super Lawyers or Chambers rankings, they will stand out.
But what other factors do clients care about most when hiring an outside attorney, like – do I like working with you, do you care about me and will- you responsive.
Self-centered or self-promotional content is not strategic marketing or business development. It does not teach or help your audience. It’s only about you. It’s a vanity prize – a feather in your hat. It has no bearing on your client or your ability to do a good job.
When you’re marketing right, you don’t have to tell people how good you are. It is implicit. It is conveyed in your message. It’s much more powerful than telling people about your accomplishments.
I’m not saying don’t promote yourself or your successes. I’m just saying do it a little differently and take the time and effort to showcase it in a way that stands out to you and sounds human. Well worth the effort. When I looked at so many of these posts, they all sounded the same, which really doesn’t help you stand out at all.
Most content on LinkedIn is boring. It’s dry. He has no personality. It’s forgettable. And that’s too much self-promotion. Do it better and watch how you will separate yourself from everyone else.
It takes a bit more effort to do it, but that’s it. Will you try it?
PS – Don’t forget to recognize lawyers that Best Lawyers and Super Lawyers don’t have. These peer-based publications don’t always get it right. Be sure to include a shoutout to your top billers and revenue generators in your web and social media ad, noting that you think all of your lawyers are the best/super lawyers. You can say something like, “We are proud of these lawyers and all the lawyers in our firm for their commitment to our clients, our firm and our communities.
You can also congratulate the sector and the entity that awarded you the award, for example: “Congratulations to all the lawyers in our sector who have been recognized by Best Lawyers and thank you to Phillip Greer and the research team at Best Lawyers for all their hard work in putting together this guide! »
It can go forward.
Here is a video with more on this topic.
Copyright © 2022, Stefanie M. Marrone. All rights reserved.National Law Review, Volume XII, Number 237