I’d really like some opinions on this one.
A client at a law firm is planning their ad placement for the rest of the year. In the past, they have used a “We would like to congratulate attorneys X and Y on being named SuperLawyers….” in their print ads.
Knowing all the buzz about the SuperLawyer situation, my immediate reaction was to stay away from this. It just doesn’t “feel” right.
But the client brought up an interesting point: Maybe it’s just lawyers that know about the SuperLawyer controversy. And since the ads are not targeted to other lawyers, it shouldn’t matter.
Given that short background, I’d like to know: do you think a firm should run an ad touting their recently named “SuperLawyers” in a magazine or paper focused on their target clients?
Popularity: 7% [?]
October 5th, 2006 at 1:23 pm
The New Jersey Supreme Court has ruled that the Super Lawyers moniker is in violation of the state’s rules of professional conduct.
It seems that some feel that:
“These self-aggrandizing titles have the potential to lead an unwary consumer to believe that the lawyers so described are … superior to their colleagues,” the New Jersey Committee on Attorney Advertising wrote.
–AP-The Charlotte Observer (Charlotte.com)
http://www.charlotte.com/mld/charlotte/business/15271891.htm
An attorney should be able to advertise themselves individiually or as a part of a firm upon their own merit and achievements, not through a made-up, misleading title from a magazine.
October 5th, 2006 at 1:40 pm
How about a made-up- though not misleading- title from a blog?
November 5th, 2006 at 5:07 pm
It depends on the type of lawyer and who they are advertising to, but yes, I agree that it’s mostly lawyers who poo-poo this sort of stuff (and many times because “they” weren’t selected. If your attorneys have received an accolade, potential customers are looking for verification of your credentials and current clients are looking for reassurance. Regarding “best lawyers” and “super lawyers” accolades: I say, if you’ve got ‘em, flaunt ‘em. (see related post on “best lawyers” marketing)