A White Paper By Caravona and Czack
Abstract
Scope out the back and front covers of your local telephone directory, the side panel of a city bus, or the billboards along the interstate and you are likely to find a law firm pronouncing its desire to fight for your legal rights. Legal advertisements inundate your favorite television programs, infiltrate your newspapers and magazines, and invade the Internet with tasteless and intrusive messaging in an undying effort to gain your business.
Most of these advertising campaigns are more semblance than substance. Over time, the media buzz created by these law firms becomes an annoyance, and nothing more than a way to convey their "self-proclaimed prominence" in the legal world. Worse yet, many ads are sponsored by attorneys located outside Ohio who are acting as solicitors of cases. They simply sign up the case and refer it to a local attorney with whom they have struck a deal.
Caravona and Czack wants to convey to the public specific reasons to refrain from doing business with the lawyers it sees in the media, and who flood the media with their promotion using television, billboards, bus panels, and telephone directories.
Caravona and Czack has implemented a strict no advertising policy within the firm. Caravona and Czack wants to be viewed as aggressive lawyers, not aggressive advertisers.
The Greater Cleveland marketplace boasts many excellent law firms and lawyers, both on the plaintiff and defense side. The attorneys at Caravona and Czack are proud to be a part of this great legal community. When necessary, the firm has used its talents and resources to successfully battle international pharmaceutical companies, national trucking firms and their logistic providers, world-class hospitals and their physicians, and multibillion-dollar insurance companies on behalf of its clients.
This paper explains Caravona and Czack's capabilities, expounds its reputation, and illustrates its business decision to refrain from advertising its practice to the public.
Introduction
Caravona and Czack is a tradition-oriented law firm of trial attorneys. The firm has offices in the heart of downtown Cleveland -- within the historic Terminal Tower, which is part of the fabulous Tower City Center. Caravona and Czack has been downtown for more than 35 years. As trial attorneys, the firm believes it is important to be near both the state and federal courthouse buildings.
In this day and age of mega-sized law firms and advertising budgets in excess of $1 million, Caravona and Czack has steadfastly refused to advertise on television, radio, in telephone directories, or on billboards. The firm maintains a small advertisement in the local Yellow Pages directory and it created an informational Web site several years ago in response to its clients' needs.
Sticking to the time-honored tradition of the legal profession, Caravona and Czack believes its clients want their attorneys to devote the large majority of their time to the legal issues involved in their cases -- and not doing commercials or being recruited by media giants looking to fill their advertising space.
Attracting and Retaining Clients Without Advertising
The attorneys at Caravona and Czack believe in acquiring clients the old fashioned way - they earn them. There is no need to advertise - just do the job. When Donald Caravona founded the firm 35 years ago, Cleveland was a thriving industrial hub in the Midwest. Mr. Caravona cultivated personal relationships and built the foundation of the practice on strong representation for people of all walks of life. As the years passed, and as legal needs arose, those clients referred their own children and grandchildren to the attorneys at Caravona and Czack. The firm represents clients all throughout Ohio and beyond to other states. From laborers to executives, civil servants, physicians, attorneys and beyond, Caravona and Czack has represented a broad base of clients.
As the firm and its reputation grew, Caravona and Czack's client base spread throughout Ohio. The firm's philosophy is that if it performs the job the way its client expects and is entitled to, then the client will recommend their loved ones, neighbors or co-workers when they are in need of legal assistance. The motto at Caravona and Czack is "build your practice the right way and clients will come."
Mr. Caravona's reputation as an attorney has not gone unnoticed among his peers. In February 2009, he received an AV Rating, (the highest rating category), from the prestigious Martindale-Hubbell Peer Review Ratings System. The Martindale-Hubbell Peer Review Ratings System is based on the confidential opinions of members of the Bar and the Judiciary, including those who are rated and those who are not. Michael Czack has likewise been recognized by Martindale-Hubbell, (www.martindale.com), with the prestigious AV Rating the last four years. Both partners are also members of the prestigious Million Dollar Advocates Forum (www.milliondollaradvocates.com).
In addition, Ronald Joseph Canda, an attorney with Caravona & Czack, was placed and named on the Web site of the esteemed Super Lawyers Magazine for his outstanding work as a certified Workers' Compensation specialist. Super Lawyers magazine lists prominent attorneys and their area of specialty on its Web site - www.superlawyers.com.
This type of peer recognition strengthens Caravona and Czack's stance against advertising its practice. No amount of advertising is worth the accolades bestowed upon Caravona and Czack by its peers - and its clients.
Advertising Procedures Differ Nationwide
While Caravona and Czack has a strict policy against advertising, attorneys in Massachusetts recently saw restrictions on their advertising loosened rather than tightened.
In turn, some members of the bar have predicted a sort of public-image Armageddon for lawyers. Although the Supreme Judicial Court has taken the shackles off the free speech rights of lawyers trying to get new clients, experts predict that no major changes will ensue. In New York, the bulk of the advertising guidelines that went into effect in February 2007 remain in force. The guidelines include a prohibition against making claims promising clients future results and comparing a firm's services with another. If actors are used in commercials or if people are being paid to make testimonials, that has to be disclosed under still-valid provisions.
Not too many lawyers are likely to dive headfirst into campaigns that could be viewed as intrusive or tasteless, according to attorneys. There will, however, be some who will seize the opportunity to thrive through insidious advertising.
But the new rules do bring subtle new ways for lawyers to get the word out and to enhance their business. Some attorneys will use direct solicitation through emails and telephone calls; others will continue to flood television, radio, and print mediums to attract new clients.
Caravona and Czack believe its legacy of excellence and its solid reputation will drive new clients to its doorstep. Insipid advertising will not.
Conclusion
Caravona and Czack's opposition to advertising the firm is supported by several proven ideals that help to generate client growth. Caravona and Czack is able to strategically distance itself from other attorneys and firms because of its moderate size, which enables its attorneys to offer each client personal and individualized attention. Clients will not deal with multi-levels of junior partners, senior associates, or certified paralegals. The attorney you meet with will handle all non-administrative aspects of your case.
A strong bond with the community and its clients is yet another reason for the firm's opposition to advertising. Caravona and Czack's "The Client Safety Connection" section of its website is devoted to keeping clients informed about their own health and safety.
Whether it is a new teen driver, what questions to ask your physician, identifying defective children's toys and products or a new drug's side effects, Caravona and Czack provides information to help its clients in their daily life. Can other attorneys who spend millions on advertising make the same claim?
Because of Caravona and Czack's moderate size, the firm is involved in many community and client events in which other firms may not have the opportunity to take part. Every summer, the firm invites their past and current clients along with their friends and family to enjoy Caravona and Czack Day at Cedar Point Amusement Park in Sandusky, Ohio. The firm has hosted thousands of clients and their families in the past few years. Photos and information from key events are available at www.caravona-czack.com/CM/Custom/Community-Involvement.asp
The firm's community outreach programs do not warrant advertising - or even publicity among current clients. The endorsements come from the solid foundation and long legacy Caravona and Czack has built through the years and the many clients who have benefited from the firms invaluable service offerings.
For more information about Caravona and Czack, contact them at 216-696-6500
or visit www.caravona-czack.com
1.Source: Getting The Word Out Under The New Advertising Rules
What Can Attorneys Do? What Should They Do? By Paul D. Boynton
2.Source: Upset of Few Attorney Advertising Rules Could Signal Return of 'Heavy Hitters'
By Joel Stashenko, New York Law Journal
Caravona and Czack
Terminal Tower
50 Public Square, Suite 1900
Cleveland, OH 44113
Phone: 216-696-6500
Toll Free: 866-256-5726
www.caravona-czack.com
