Law Firm Marketing Solutions

Guiding your practice to increased revenues while reducing your work hours so you have less stress with more control thus serving your clients better than ever.

If you like this newsletter, please do your friend and me a favor and forward this newsletter to them.

If your friend DID send this newsletter to you find all of our in depth law firm marketing information by clicking here right now.

-----------------

December 2009, Issue #43

-----------------

In this issue:

Attorney Marketing And Getting Testimonials

-----------------

Attorney Marketing Skill Set - On Getting Testimonials

1. In attorney marketing using this approach you will need to check with your bar association to be sure testimonials are allowed. If they are not allowed then ask if references are allowed. If that is not allowed, ask about letters of recommendation even if they are not from past clients but can come from referral sources or friends. For example The Florida Bar does not allow testimonials in advertising (as of 1/1/2010 the rules change in Florida with websites now all considered advertising so get those testimonials and results off those websites folks) but you can give testimonials to prospective clients if they are requested information so you can ask them to ask!
2. You need real individuals to write the testimonials. If you try to use a writer to write them for you, there is a big risk that they will come out sounding oh too professional and polished. You need the real people to do them and not have them seem like some attorney marketing ploy.
3. It is best to ask for testimonials as soon as the matter for your client is complete. You don’t have to use the “t” word if that bothers you with clients just say you would love to have a “reference” or “recommendation” That said it is never too late to ask for a testimonial in attorney marketing. You need to have a testimonial gathering process as a routine part of your effort once the matter is concluded for you client unless there was a problem with that client and then you want to skip it of course.
4. OK so you can help the real people to write the testimonial though. In getting permission from the past client to get a testimonial you can let them know your assistant will be calling to interview them and help them with writing the testimonial based on the interview. The finished product will be sent to them for their editing and approval.
5. You can send a letter to past clients asking for testimonials. Most past clients will want to help you since after all you helped them. They will be honored most likely to have been asked. You would want to craft that letter carefully of course. You can ask them to write you one per #7 below in the letter for instance.
6. OK so email can be faster…send them an email with the request but craft that like you would the letter.
7. In crafting your letter or email you could use the following method to get a good testimonial that will empower your attorney marketing by asking three questions of them when writing their testimonial:
   1. What were the things you saw in our firm that caused you to decide to pick us to represent you with your matter?
   2. In thinking about how our firm and your attorney served you could you tell me what it was about our work that helped you and got you what you needed from hiring us?
   3. In making the recommendation to a friend or colleague what would you say about the way we served you and the outcome we helped you achieve?

   Now sometimes the answers in these questions can help you create a good testimonial that you can then send back to the person for their approval. Of course, you can embellish it a bit for them if you like and they are still likely to approve it.

8. Another attorney marketing method for getting good testimonials is to try using the “before, during and after” format in getting testimonials. You would ask the client to write about how it was before they came to you, how it was while working with you and how it was after their matter was concluded. That can make for a good testimonial format. So ask them for details.
9. In attorney marketing, you don’t have to worry about a testimonial being too long. Usually you can edit them down if needed.
10. Always put the name, city and state on the testimonial unless it is a sensitive matter like say bankruptcy say and then put “name withheld by request” with the city and state.
11. In attorney marketing, look for testimonials from your target market. If your target market is primarily high net worth individuals like doctors then get that type of testimonial. If it is blue collar workers then get those type of testimonials.
12. You can do audio testimonials that are recorded – those can even be better than written ones online. Of course, video is stupendous if you can get them.

OK there you go. Good attorney marketing involves getting and using testimonials. I sure hope this gives you some idea of how to go about getting them and goods ones as well.

Comments, ideas, questions or topics you would like to see addressed in future newsletters? I would love to hear from you. Just reply to this newsletter and tell me what you think.

Happy Holidays,

Henry Harlow
Founder, www.Law-Firm-Marketing-Coach.com