The legal sector is fiercely competitive and for lawyers, conveyancing solicitors, and legal firms, standing out from the crowd is not just a desire but a strategic imperative. While daily dedication to clients and mastery of the law is paramount, external validation through prestigious awards can be a powerful catalyst for growth and reputation building.
And let’s face it, when you’re in one of the least trusted industries, reputation is everything!
The trouble is, with so much paperwork, urgent deadlines and constant interruptions, the prospect of crafting award-winning entries can be daunting, leaving you overwhelmed by the blank page or unsure how to articulate your unique value. This is the definitive guide to mastering the art of award writing, with actionable strategies to help your firm and your team, achieve the recognition so deserved.
Your Legal Blueprint to Success
Before embarking on any award submission, the foundational step is to thoroughly understand the award criteria.
Think of this as meticulously reviewing a legal brief – every clause, every nuance, holds significant weight. Do not merely skim the questions; analyse them with the precision you apply to legal documents. What specific keywords are used by the judging panel? What values are they explicitly emphasising? For instance, if the award programme highlights innovation in legal services, your entry must clearly demonstrate how your firm has pioneered new approaches, leveraged technology, or developed unique solutions to complex legal challenges.
Your action is to grab a highlighter and mark those crucial keywords within the award guidelines. Subsequently, brainstorm how your firm's achievements, case studies, or notable projects directly align with these specific areas. Consider the tangible evidence you possess regarding impact or results. This rigorous alignment ensures your narrative directly addresses what the judges are seeking, setting a strong precedent for your submission.
The Case for Compelling Storytelling
Judges, like juries, are human beings who are profoundly moved by compelling narratives. A dry, factual listing of your firm's accomplishments, while accurate, will not captivate them. Instead, you must weave a persuasive story that draws them in, making them advocates for your success. Envision your entry as a succinct yet powerful closing argument: begin by outlining the problem your client, community, or the broader legal sector faced, introduce your firm's innovative legal solution, and then powerfully showcase the positive impact and demonstrable outcomes you have achieved.
A crucial tip from professional award writers is to not shy away from injecting appropriate emotion into your narrative. Allow the judges to perceive the passion behind your firm's work and the unwavering dedication that underpins your successes.
Your action is to reflect on a case or project your firm is particularly proud of. What complex legal hurdles did you overcome? What significant impact did your firm create for your clients or the community? Outline the pivotal points of this story, and then meticulously refine it into a concise, engaging, and impactful narrative that resonates deeply with the judging panel. This is where the expertise of professional award writers can transform a good story into an award-winning one.
The "No-Go" List: What to Exclude from Your Submission
Just as there are essential elements for a winning legal argument, certain factors can inadvertently undermine your award submission. Consider these the "objections" you must avoid in your award narrative:
Your action is to review your draft entry with a critical and objective eye. Have you inadvertently used any legal jargon, or verbose phrasing, or included tangential information? Is the overall tone one of positivity and inspiration? Can you replace vague language with more confident assertions like "we consider" or "we know that," supported by specific percentages, monetary figures, or other verifiable metrics? If not, revise and refine until your entry powerfully articulates your firm's strengths. Engaging professional award writers can provide this objective review.
AI - Friend or Foe in Professional Award Writing?
Artificial intelligence is rapidly transforming numerous industries, and award writing is certainly no exception. However, for lawyers and legal firms, the critical question remains: is AI a magical tool that guarantees a win, or a potential pitfall that could lead to missteps?
AI as Your Helpful Assistant: AI writing tools can be incredibly beneficial for various tasks within the award writing process:
While AI can be a powerful ally, it is paramount to remember that award entries demand authenticity, a unique voice, and a distinctly human touch. AI should serve as an assistant, not as a substitute for your firm's unique insights and expertise. View AI as a highly competent paralegal or intern – you must provide clear instructions, offer guidance, and meticulously verify its output.
Your action is to strategically explore various AI writing tools and experiment with their functionalities. Identify how they can most effectively support your writing process, but always ensure your entry is infused with your firm's unique personality, expertise, and genuine accomplishments.
Language and Tone in Legal Submissions
Consider your award entry as a critical conversation with the judging panel. How do you wish your firm to be perceived? Professional yet approachable? Confident yet grounded in reality? Your careful selection of language and tone is pivotal in creating the desired impression - and if you wrote your entry with the end in mind, you can repurpose the content into blogs, articles and thought-leadership pieces!
Tips for Award-Winning Language and Tone:
Your action is to read your completed entry aloud, paying close attention to the flow and cadence of your language. Does it sound natural and persuasive, akin to a confident and engaging dialogue with the judges? If not, revise and refine until it achieves this desired effect.
Quantifying Your Legal Impact
Numbers possess an undeniable power to tell a compelling story. In award entries, quantifiable metrics are your strategic advantage, allowing you to vividly showcase the tangible impact of your firm's work and demonstrate the concrete results you have achieved.
To truly win, you must not only articulate what your firm does but also show the judges its effectiveness.
Tips for Effectively Using Metrics:
Your action is to meticulously review your entry and identify opportunities to embed metrics that robustly support your claims. Can you quantify your firm's achievements in a more compelling manner? Can you incorporate visuals in your supporting documentation to amplify the impact of your data? By strategically deploying metrics, you will significantly strengthen your entry and powerfully convey the true value of your firm's work. This strategic use of metrics is a hallmark of professional award writers, contributing significantly to a high success rate.
A Strategic and Sustained Approach
The legal world, like any other, is not built on a single success. Relying on one award entry, no matter how prestigious, is like attempting to construct a landmark legal case on a single piece of evidence – it is inherently unsustainable and carries significant risk. Many firms, after pouring resources into a single highly prestigious award like the Telstra Awards and not winning, experience "Telstra Trauma," leading them to prematurely conclude that awards are a waste of time.
Similarly, local awards, while valuable, can sometimes lead to disillusionment due to perceived bias. Even being a finalist, or receiving a "highly commended," is a significant achievement and not a failure.
Awards, when approached strategically and consistently, are a powerful catalyst for growth and recognition. They are not a "one-and-done" affair. Instead, cultivate a long-term strategy by developing a 12-month awards plan. This involves:
When you have a comprehensive 12-month plan you can ensure your approach is proactive, organised, and maximises every opportunity. Consistency is paramount; do not merely submit one entry and await results. Commit to sustained action by entering multiple awards simultaneously to increase your chances of success and generate more content for leveraging. Consider entering multiple categories within each award to highlight diverse aspects of your firm and appeal to a broader range of judges. Crucially, allocate dedicated time and resources for award activities, treating them as an integral component of your marketing and business development efforts.
Leveraging your participation begins the moment you hit "submit," not when results are announced. Share your awards journey on social media, thanking supporters and repurposing content from your entry into blog posts or articles. This builds anticipation and maximises your return on investment, regardless of the outcome. As you consistently enter awards, refine your submissions, and actively leverage your participation, you will experience a "snowball effect" on your firm's brand and profile. Your credibility will grow with each nomination, finalist position, or win, solidifying your reputation as a leader in the legal field. This sustained approach is the true power of awards; it is about the cumulative impact on your business, not just individual trophies.
For example, Chrissy Leontis, principal lawyer of Cleon Legal, leveraged awards to shine a light on the family law practice she founded saying the awards led to “a lot of success with media coverage” which added visibility to the impact she is making as an innovative family law and domestic violence law firm.
With a gold, 2 silvers and a bronze at the International Women In Business Awards, and winner of the Law Awards, as well as a dozen finalists awards, Chrissy has elevated her brand value as an advocate and she’s grown her business to provide flexible services in multiple states. Awards for her “opened up opportunities I never knew existed” enabling her to champion a difficult and demanding legal space.
Awards are not a quick fix; they are a long-term investment in your firm. Integrate them into your ongoing business plans, just as you would any other marketing or sales activity.
Allocate a dedicated budget for entry fees, marketing materials, and leveraging activities. This proactive approach, guided by experienced professional award writers, transforms awards from a hopeful gamble into a strategic pillar of your firm's growth.
Where to from here?
Crafting an award-winning entry for your legal firm is indeed an art form, but one that can be mastered with the right tools and techniques. By diligently deciphering the criteria, weaving a compelling and evidence-based narrative, meticulously avoiding common pitfalls, and strategically leveraging AI as an assistant, you can significantly enhance your chances of success. Embrace clear, confident language, pay close attention to tense, and rigorously quantify your impact with metrics.
Crucially, shift your mindset from a "one-hit-wonder" approach to a strategic, sustained awards programme. Awards offer far more than just accolades; they provide invaluable validation, enhance credibility, and open doors to new opportunities, solidifying your firm's position as a leader in the legal profession. Stop allowing the fear of rejection or past disappointments to hinder your progress. Embrace the power of a strategic, consistent approach to awards, viewing them as an integral part of your firm's growth strategy, a powerful means to illuminate your achievements and a catalyst for unlocking the success your firm truly deserves. The time to embark on your winning streak is now. Stop waiting and start acting. Your future self, and your firm's future, will undoubtedly thank you for it.
Overwhelmed already and want help?
We know you are busy, and in your industry, who has the time to write award entries, let alone leverage them for credibility and visibility? We can create a 12-month Profile Building Plan for you, including all the best awards and exactly the right categories for you, plus a leveraging content plan and resources to maximise your awards journey, including podcasts looking for guests and contributions sites you can submit to gain awesome SEO and build your profile.
CLICK HERE for more info, or Book a Chat with us to discuss how you want your brand and business to be known as a credible legal leader.
