Recently I finished producing a law firm history for the litigation powerhouse of Susman Godfrey LLP.  Beautifully hand-bound in leather, the custom books contain personal stories by the firm’s partners. Although currently intended as an internal memento commemorating the firm’s twenty-fifth anniversary, Susman Godfrey may eventually create a more streamlined version for clients.

Many law firm histories exist, including those documenting O’Melveny & Myers and Hunton & Williams. These histories can be nice “thank you” gifts for clients and firm lawyers alike.

Tips for producing a law firm history as a marketing tool:

1. Don’t make it dry and factual.  Clients won’t want to read it.

2. Produce an elegant but entertaining book full of attractive photos and interesting stories.

3. Make it interesting to read. Hire a journalist who is a good writer–not a law professor–to write it.

4. Make sure it communicates your firm’s brand and expertise.  If you want to stress your international experience, make sure that the photos, headings, and topics communicate this expertise.