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Results from the Second Named At Last Contest

The Naming Challenge

Kelly Flynn is a family law attorney in Palmer, Massachusetts.  She represents husbands, wives, mothers and fathers who are either divorcing or who have had children out of wedlock.  She needed a tag line - a snappy way of summing up what she does.

Attorney Flynn's clients are seeking a fair division of marital assets and acceptable custody/child support agreements. She completes the necessary paperwork for each case, negotiates with the other side and makes arguments before a judge (no juries in these cases).  

In addition to working directly for clients, she also does legal research and memo writing for other divorce attorneys who recognize her outstanding brief writing skills.

Previously, her business card said just "Kelly Flynn, Attorney at Law."  She needed a tag line she could use on a new web site for her law practice, as well as on a brochure and her business card.  She would also use it during presentations to her Quaboag Valley BNI Chapter (a business networking and referral group).  

What's distinctive about Kelly Flynn and what message did she wish to convey in her tag line?  In her words:

• "I fight for clients' rights.  However, I don't do that by behaving like a 'shark,' but by knowing the case law and statutes better than the attorney on the other side.  I spent four years as a paralegal/legal secretary to different family law attorneys, two and a half years as a law clerk to the Western Mass. Probate and Family Court judges and one year as the Chief Law Clerk for the Chief Justice of the Probate and Family Court, where I supervised 22 other law clerks.  Because divorce lawyers argue to judges rather than juries, better written legal work often prevails."

• "I take the time to listen to clients, as a breakup of a family is a very emotional time.  And whenever your children's future is on the line, emotions run high.  I help keep my clients on track and as grounded as possible.  Most clients tell me that they like my representation because I listen and reassure them, but also stand firm and fight hard for their position."

• "Unlike some more prominent divorce attorneys, as a solo practitioner I do all the routine tasks involved in preparing a case, along with negotiations and court appearances.  This means that every aspect of the case is prepared with the same knowledge and personal attention."

• "I LOVE hunting for just the right case to support my client's position and writing persuasive memos on complicated legal matters.  And I'm so good at this that other attorneys with more experience hire me to research and write arguments for them.  I know what judges are looking for because I used to work for them and wrote a Survival Guide for law clerks during my year as Chief Law Clerk."

• "My clients are both men and women, both minimum wage workers and millionaires."

• "Be aware that attorney advertising is regulated, though not as strictly as it used to be.  My tag line cannot promise results and cannot blatantly say in one way or another, 'Hire me!'"

The Entries

This contest ran for two months and attracted more than 600 entries with well over 2,000 proposed tag lines. (People could submit as many tag lines as they liked.) Entries came in from individuals in 19 countries, including Bahrain, Pakistan, Israel and Paraguay, as well as from the United States, Canada, Australia and the U.K. 

Criteria for Choosing the Top Entries

All too many contestants ignored the last bullet point above and submitted silly, overly sales-y slogans like "Win with Flynn."

In sorting through the remaining tag line candidates, I eliminated those that were generic and made no explicit or implied reference to family law.  There were many interesting tag lines that could have worked for just about any kind of lawyer, but these got set aside.

Then I looked for entries that expressed in a snappy, satisfying or startling way why people with family law problems should contact Kelly Flynn.  Of the ten top candidates I identified, Kelly Flynn chose the winner.

And Now, the Winner

"When the vows break, there's lots at stake.  Family Law Attorney Kelly Flynn." is the winning tag line in this contest.  Yvonne Brassfield of Oildale, California wins $100 and the opportunity to be a professional namer for Named At Last.

Says Kelly Flynn about why she chose this for her tag line:  "Not only did the rhyme jump out at me, there really is a lot at stake in the work I do:  the children's future, the client's financial future, the client's own health and emotional well being, and more.  It should work well at BNI events.  In fact, I see multiple uses for this tag line beyond a business card or BNI.  That's ultimately what I was looking for in a tag line, and the winner really got it right!"

Some other contenders for the prize:

• On your side. By your side. Family Law Attorney Kelly Flynn.

• Fair. Focused. Firm. Family Law Attorney Kelly Flynn.

• Your family's "Listener-at-Law" - Family Law Attorney Kelly Flynn.

• Your Family Matters - Attorney Kelly Flynn 

Thank you to everyone who entered the contest.

Now take a look at our current contest.

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