Brand-building with Super Lawyers

Jordan Merson: “Whether I’m litigating a case or creating a Super Lawyers ad, I try to think about what someone else wants to hear or see. We try to be different and show how creative we are through our ads. The Super Lawyers team lets us do that, and they’ve never said no to any of our ideas: they are collaborative in our creativity.”

Jordan Merson: “I view print advertising as a brand-building proposition, whereas the online ads are more for case acquisition. They’re targeting two different audiences.”

“Who’s reading Super Lawyers magazine? I would say mostly lawyers. And then a lot of that content also goes into The New York Times, and that’s attracting a certain kind of reader.”

“And that’s probably very different from those who are going to look on the internet to find a lawyer.”

“You need to have a presence online and a presence with your peers. About 50% of our work comes through internet listings and directories and 50% from referrals.”

Jordan Merson: “I think I have as good a work-life balance as I possibly could have. I mean, I probably have more cases because of Super Lawyers, but we’re able to help more people, and I think my kids actually take pride in that.”

“I don’t spend a huge amount of time dealing with marketing anymore. I have a good marketing strategy, and until I have to change it, I don’t want to overthink it: it’s working. I’ve had a great experience with Super Lawyers. I stand by what we’ve done, and I think it’s helped me to get to where I am.”