Cut Through the Clutter: How To Write Winning Law Firm Surveys, Awards, and Rankings Submissions

Editor’s Note: this is the third and final of a three-part series of blog posts on law firm surveys, awards, and rankings. The first can be found here  and the second here.

Today’s law firm and individual lawyer surveys, rankings, and awards submissions are no longer easy undertakings. These initiatives are highly strategic by nature and require the time, effort, and personal attention of both in-house or outside marketing professionals and the attorney(s) involved. Submissions must stand out from the crowd of hopeful contenders and cut through the clutter. Winning submissions must be effective, persuasive, creative, and unique.

Tips and Considerations for Penning Winning Submissions

Know your audience. Fully understand the criteria and requirements of your target award or ranking and tailor your submission specifically to the defined audience. Customizing your submission to showcase the qualities and achievements that are relevant and valued by the reviewer, judging panel, or organization is critical. Be creative with the writing; you want your submission to be memorable and relevant.

For goodness’ sake, start early. Begin your submission process well in advance to allow ample time for research, drafting, and revisions. It absolutely shows when you start a submission a few days before the due date. You need to dedicate time to develop a well-organized, distinct, and succinct message that stands out from the crowd. Factor in extra time for delays. After all, we are in a people business, and stuff happens to people.

Please … always answer the question. You would not believe how many lawyers and law firms simply ignore the actual questions on the questionnaire. They pivot and provide superfluous information that does not answer the actual stated question. For example, if the question asks, “What are your differentiation points in terms of service?” You shouldn’t provide an answer that offers representative matters you want to highlight because the submission limited you to only five examples at 200 words each. Understand the questions before you get started so you can answer them appropriately.

Use active language and highlight interesting details. Write in a compelling and engaging manner to capture the attention of the end-users (the reviewers). Use strong verbs and vivid descriptions to bring your achievements and contributions to life. Show – don’t tell – by including specific and noteworthy details that demonstrate the attorney’s expertise and distinguish them from others.

Provide hard evidence and specific examples. Support your submission with concrete evidence and specific examples of key accomplishments. Show how the work has made a measurable impact and provide testimonials or client feedback, if possible. Avoid making generic statements without supporting evidence.

Focus on quality over quantity. Rather than overwhelming the reviewers with a litany of achievements, highlight a few key accomplishments that showcase unique strengths and expertise. Quality and relevance are more important than quantity. Also, take word count parameters and instructions seriously. Often, submissions are uploaded to online portals that will not let you exceed the word count parameters. Further, your entire submission could be disqualified if you don’t follow instructions to the letter.

An effective submission requires careful planning, attention to detail, and a strong emphasis on showcasing your individual attorney or law firm’s unique qualities and achievements. Winging it or simply copying and pasting an attorney’s bio or practice page copy is a death sentence. Don’t insult the reviewers’ intelligence by doing a slap-dash job.

Follow the Rules

At the risk of sounding like Captain Obvious, we offer this vital reminder: follow submission directions carefully. We live in a world where skimming documents is just a way of life. 

Read and understand the requirements. Carefully review the organization’s or publication’s submission guidelines. Pay attention to the eligibility criteria, entry format, submission deadlines, and any specific instructions.

Proofread and edit. Before submitting your entry, thoroughly proofread it for any spelling, grammar, or formatting errors. Make sure your submission is well-organized, coherent, and professional in appearance. Nothing dilutes your excellence more than a typo or grammatical error. It’s just plain embarrassing.

Submit EARLY. If you knew there was a certain je ne sais quoi that might set you apart from other submissions you’d want to know what it is, right? Trust us here: submit your qualifications early. You’re not only demonstrating respect for the submission deadline, your entry will be looked at first thereby cutting through the proverbial clutter. Late submissions are not typically considered, so plan your time accordingly to avoid missing opportunities. If you cannot meet the deadline, contact the organization in writing in advance (as far in advance as possible – not the day before) to ask for an extension. Extensions are not given out as freely as they once were, so plan to submit early. Further, many platforms have moved to online submissions. If the deadline is 5 o’clock on a Friday, expect to have challenges uploading your submission at that time because dozens of others are trying to do the same thing. Our experience is that many submission platforms can’t handle the large number of submissions attempting to upload simultaneously, so people get shut out. Don’t let a simple timing issue disqualify you or your firm.

No matter how weird or random, follow any additional instructions. Some awards or rankings may have specific requirements beyond the submission itself. This could include providing references, disclosing conflicts of interest, or completing supplementary questionnaires. Ensure you fulfill all additional requirements as specified. They might seem random, but your hard work could get disqualified if you ignore these details.

By carefully following the directions and presenting your achievements effectively, you enhance your chances of receiving recognition through law firm honors, rankings, and awards.