When shopping for products online many consumers turn to customer reviews to help make their decision on a purchase. Amazon.com does a great job of this; their website features ratings on everything they sell, written by customers who previously purchased that item. They even send you a reminder e-mail a few days after your purchase was delivered, asking you to submit a review if you've used the product.

Remember that as a lawyer, you are selling a service, and therefore you can also get client testimonials about how good that service is. Consumers love to see the opinions of consumers just like them, talking about their experience with a product or service they're considering. Your legal marketing needs to incorporate someone besides yourself talking about how good your services are.

Collecting Your Client Testimonials

When looking to collect client testimonials from your previous cases you need to go about it the right way. Once in a while you will get that amazing client who offers to give you a glowing review without you even having to ask. However, most clients won't offer their opinions quite so quickly, and you may have to go about asking.

"But Ben, doesn't that annoy your clients when you contact them to write a testimonial?" If you gave your clients great service and created a good relationship with them, chances are they're going to be more than willing to sing your good praises for client testimonials to use in your legal marketing.

There are a few ways to go about asking for client testimonials. You can do a mass mailing to all your clients in your database asking them for a short 2-4 sentence review and recommendation of your services. A more personal method is to call a few clients a day and check in with them, see how they're doing since you settled their case, and then ask them if they wouldn't mind giving you a client testimonial for your new legal marketing work.

This second approach seems to get the better response because you're taking the time to directly ask them. Opening the conversation with a casual "How are you doing," chat makes it seem less of a solicitation for client testimonials and more of a request for their opinion. Remember your clients like to have their ego stroked, and they'll feel special that you chose them to speak on your behalf.

Asking for client testimonials is one thing, but what do you do with them once you've collected a few? Keep reading to see how to use client testimonials in your legal marketing.

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Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.