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Stand Out in Your Chambers Announcements: How to Share Your Success Without Sounding Like Everyone Else
Monday, June 10, 2024

“Tis the season for announcing your Chambers rankings! While it’s perfectly acceptable to share the good news about being ranked in Chambers, the way you convey this information can make a huge difference in how your audience perceives and engages with your announcement. To stand out and increase engagement, it’s essential to focus on your audience, provide value, be human and show versus tell. Most importantly, avoid sounding boastful. Instead, put your clients and audience at the center of your message.

The Importance of Differentiation

In the legal industry, where many firms and lawyers often share similar achievements, differentiating yourself is crucial. Announcing your Chambers ranking in a way that sounds like everyone else can make your message blend into the background. However, by crafting your message thoughtfully, you can stand out from the crowd.

Why This Matters

  1. Audience Engagement: People are more likely to engage with content that resonates with them personally or provides value. A generic announcement doesn’t capture attention or spark interest.
  2. Building Relationships: Focusing on collaboration, teamwork and personal stories helps build stronger connections with your audience. It shows that you value your team and clients, rather than just the accolade.
  3. Positive Perception: Avoiding boastful language and highlighting the collective effort behind your success can enhance your reputation. It makes you appear more approachable and grounded.

The Problem with Typical Award Announcements

Most lawyers’ Chambers and awards announcements miss the mark because they are overly self-congratulatory and focus too much on the individual or the firm. They often read like a list of accomplishments with no real narrative or value for the audience. This approach can come across as boastful and self-centered, failing to engage or resonate with the audience. There’s often nothing in it for the readers, making the announcement seem more like a vanity exercise rather than a meaningful communication.

How to Craft a Compelling Chambers Ranking Announcement

Here are some ways to share your Chambers ranking in a manner that emphasizes your team’s effort, personal journey and client impact:

  1. Collaborative Efforts: Instead of saying, “We are pleased/I am honored to be ranked band 1 in New York Real Estate…,” try:
    • “It takes a village – collaboration, organization, and teamwork are essential, especially when working on major real estate deals. Our team did just that in 2023…” and then mention the honor at the end.
  2. Market Impact: Highlight how your work affects the industry:
    • “The New York commercial real estate market is booming. Our lawyers have been helping clients reshape the skyline on several major deals…” and then mention the honor.
  3. Personal Journey: Share a personal story that led to your achievement:
    • “Since I was a kid, I was fascinated by NYC skyscrapers. Fast forward 20 years and many late nights, I’m honored to be among the great lawyers I once admired…”
  4. Mentorship and Growth: Acknowledge the support and mentorship you received:
    • “When I joined X firm in 2001, I never imagined working on deals shaping NYC’s skyline. With the guidance of my mentors and the efforts of my team, it happened.”

Why This Approach Works

By flipping the information to focus on what you did or who you are, you sound less boastful and illustrate your market-leading position without making it the focal point. This narrative technique helps your audience connect with your journey and see the human effort behind the achievement.

In a sea of sameness, standing out is essential. By focusing on collaboration, personal stories and client impacts, you can craft a Chambers ranking announcement that not only celebrates your success but also resonates deeply with your audience. Remember, it’s not just about the accolade itself but about how you communicate your success. By focusing on collaboration, personal stories and client impact, you’ll build stronger connections and maintain a positive, engaging presence in the legal community and beyond.

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