Larry Bodine Law Marketing Blog

In one of the finest pieces of print marketing, Chicago's Sonnenschein has published a glossy, perfect-bound centennial report that features pictures and glowing quotes from 25 clients from an A-list of corporations. (Click on the picture to see it full-size.)

The 46-page report traces the firm's origin from 1906, when law graduates Edward Sonnenschein, Maurice Berkson and Isadore Blumenthal pooled their assets to open the law firm in a three-room suite in Chicago's Old Stock Exchange Building.

Today the firm has 700 lawyers and other professionals in 10 U.S. cities and Brussels, and a global reach throughout the Americas, Asia and the Middle East.

Brilliantly, the firm turned its focus on its clients, as opposed to focusing on itself.  This makes for a highly effective, client-oriented marketing document that can replace any other print collateral.  The clients range from Fortune 500 executives, board members and in-house counsel to banks , funds and entrepreneurs.

The list starts with Morris Kaplan, President and CEO of Sealy, Inc., saying, "the long and successful relationship we've built is a result of not only the legal and business knowledge their attorneys possess, but also the dedication they have demonstrated...", includes Kimarie Stratos, General Counsel of the Miami Children's Hospital (shown in the picture) saying, "Sonnenschein attorneys listen carefully and respond extremely effectively to our needs," and concludes with Karen Flax, Assistant General Counsel/Litigation of the Tribune Company, saying "Sonnenschein is a firm with a true moral compass.  It is serious about values like diversity..." 

Anybody reading these testimonials will be impressed.

This publication is a model for other firms, which should stop focusing internally and start injecting the voice of the client in their marketing materials.  Kudos to Chief Marketing Officer Robyn Radomski and her able team.