As a former Legal 500 researcher, our submissions consultant, Henry Compton gathered invaluable insights into writing submissions that grab and hold attention. Let’s delve into the art of crafting submissions that researchers won’t simply scroll past:
- Written submissions are vital. It is the main source of information about the team and its work, providing context by telling the researcher exactly what the firm is doing. This can help to make client and peer feedback much more meaningful.
- In the “About Us” section (often at the beginning of the document), you must introduce the researcher to the firm and its strengths with the use of hard facts and statistics. Do not use this box to express views on the previous rankings – that will come later on!
- The matters you put forward make up the bulk of the submission. What is complex will depend mostly on context and the broader market will have an opinion on this too. My advice here is to think about cross-border elements, innovative structures, new legislation, impressive deal values, etc.
- Mastering the matter descriptions is crucial. Aim to break them up into two main sections: the first should explain who the client is and what you are doing for them, while the second dives into the uniqueness and complexity of the case (i.e. what sets it apart from routine work).
- Do not, however, get too carried away with the descriptions. Make sure the matters are not too long – aim to strike the perfect balance between detail and compactness. And avoid using marketing speech!
- There is no need for more than 20 matters – too much can serve to create a less focused submission. You should be including up-to-date matters that encompass a wide range of sectors, where possible.
- Aim to provide matters led by various individuals – but be selective here: those you wish to have added/promoted in the rankings should be leading a good chunk of the matters put forward. I’d also recommended mentioning desired promotees/additions in the shop window – it’s the first section researchers will read and thus will be sowed into their minds as they read on.
- The size of the team is important, of course, but do not be tempted to drive up the numbers for the sake of filling in boxes – the numbers put forward should be reflected in the matters.