no longer publishing A.V. rating

I received the email below advising that neither nor would be "publishing" my "A.V" rating next to my "listing" unless I paid them $50.00.

Oh wow.

Like consumers really go to or Martindale, rather than Google, to look for a lawyer. Thousands of potential clients come through the website a year. I talk to a ton of them. Not a one of them has reported to me that they even know what or is, let alone recognize it as a primary source of useful information about finding a lawyer. No, looking at ads that all look pretty much the same is not the way consumers hunt for a lawyer and smart lawyers know this.

Anyway, here's the email I got:

Dear Benjamin W. Glass,

Martindale-Hubbell works with American Registry to help AV Rated attorneys such as yourself maximize the opportunity for leveraging your Peer Review Rating.

As one of a select few attorneys to have achieved the highest possible rating of AV, we want you to be aware that your rating is currently NOT being displayed on or

To restore the display of your rating normally costs $59. Now through July 24, you can both save 15%, and pay by invoice on net 30 terms. Here's how:

Simply reply to this email with the subject line "Yes, Please Invoice Me for my AV Rating Display" and we will take it from there.

You will be invoiced for $50.15 and your AV Rating will once again appear beside your listing on both and

If you have any questions or concerns about this fee or being invoiced, please contact me, Pat Barnes, by replying to this email, or by phone at 800-892-6998 x2.



Pat Barnes
Account Manager, American Registry.
By the way, here's the listing they do have for me:

Benjamin W. Glass, III
3915 Old Lee Highway, Suite 22-B
Fairfax, Virginia
(Ind. City; Seat of Fairfax Co.)
Benjamin W. Glass, III practices in the following areas of law: Medical Malpractice; Personal Injury; Wrongful Death; Insurance Coverage; ERISA Litigation; Disability Insurance
Admitted: 1983, Virginia; 1984, District of Columbia; U.S. District Court, Eastern District of Virginia; 1997, U.S. District Court, Western District of Virginia
Law School: George Mason University School of Law, J.D.
College: College of William & Mary, B.A.

Do they really think that adding "A.V" to that is going to make a potential client call a lawyer?

Ben Glass
Connect with me
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
Of course they think the rating is important, just as YOU thought enough of it to write this and and subsequent posting in which you referred to this as "pulling" your AV rating.
by David Knott July 29, 2009 at 12:13 PM
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