I’m good, but don’t take my word for it


You love getting positive reviews, don’t you? They’re worth their weight in Gold-Pressed Latinum. Same goes for testimonials.

Reviews and testimonials from clients, and endorsements (from other professionals, industry experts, and so on), are some of the most valuable tools you can use for marketing your practice.

If you get them, use them. Let your clients tell prospects how wonderful you are.

The easy way to get more reviews and testimonials is to ask clients to fill out a survey or evaluation form at end of the case. Allow room to “talk” about how they were treated, what they like about the results you got for them, and so on.

You’ll get something you can use.

What’s that? Your state or country or firm won’t let you use testimonials in your marketing?

Sounds like you better move.

No? Okay, don’t fret. You can use something that’s almost as good: success stories.

Write a story about a case or matter. Describe the problem, issues, and obstacles that were presented to you, what you did for the client and the outcome. 

“Recently, a client called me about [problem]. [Add details–costs, pain, obstacles–legal and factual–and, describe the client’s pain and/or frustration.]”

Describe what you did for the client and how happy they were as a result.


Okay, sure, if you have to add “results not typical” or other crap you’re required to add, do it.

And then use the hell out of that story.

Prospective clients want to know what you do. They want to hear what it will be like to work with you. They want to know that you know what you’re doing and a success story is much better than you “telling” them that you do.

Success stories should be a staple in your marketing. Write one today and start using it tomorrow.

Next week, you can write a client horror story. You know, about that client who didn’t follow your advice and made things worse.

Good marketing starts with good ideas


Testimonials for lawyers: How to use them when you’re not allowed to use them


Some lawyers aren’t allowed to use testimonials. They are precluded from doing so by their bar association or law firm. That’s a shame. Testimonials are powerful “third party” evidence of the lawyer’s skills, dedication, and trustworthiness. They can help you sign up more clients, get more referrals, and make new clients feel better about choosing you.

If you want to use testimonials, but you aren’t allowed to, here’s what I suggest.

First, make sure you know exactly what you can and cannot do. Carefully read the rules and any case law in your jurisdiction. Contact your bar association and get clarification. You may find that you can use testimonials in print, but not in electronic communication. You may be able to use testimonials if they don’t mention specific results but merely attest to your work ethic or “customer service”.

Look for the loopholes and use them.

Second, consider that a testimonial is essentially a story. The client had a problem, you fixed the problem, and the client lived happily ever after. When the client tells that story, i.e., in their own words, it is a testimonial. You may not be allowed to use their words, but you may be able to use their story.

Let’s say you have a page on your website where you would post testimonials if you were allowed to. What you could do instead is post “success stories” about clients you’ve helped and legal problems you’ve solved. You could title the page, “Recent Client Success Stories”.

You could do something similar in your ads, videos, and presentations. Anywhere you would use a testimonial you can use a success story.

Perhaps the best way to use these stories is to put them in your articles, blog posts, and presentations, to illustrate the points you are making. Weave those stories into your narrative, like this: “Last week, I had a client who. . .”. Describe the problem and the happy solution. You could also tell stories about clients who didn’t follow your advice and had a bad outcome.

To make this even more effective, describe the client. Give a detail or two about their age or background. Help the reader see them in their mind’s eye.

Are clients’ success stories as effective as their testimonials? In some ways, they are more effective.

In some contexts, testimonials may come off as crass and commercial or inconsistent with a lawyer’s image. A success story, on the other hand, especially one that is woven into the narrative of an article, doesn’t have that challenge.

Success stories are a natural, believable, and compelling way to depict you “in action,” solving problems and helping clients. They should be used in all aspects of your marketing, with or without testimonials.

Learn more about success stories and testimonials for lawyers. Click here.