Testimonials Still Are Not a Good Idea


Clients Value Their Privacy

I do not provide references because my clients value their privacy and time, as do I. After practicing law for 25 years, I am thoroughly imbued with the concept of confidentiality, and I take it very seriously. My contrarian perspective is against the view of all sales people I've ever met. Most advice on this subject from marketers is that testimonials from recognizable clients/customers are good. People want to associate with others whom they want to emulate (witness today's flood of celebrity-focused advertising). For business clients, the reasoning seems to be that if you're a small but growing company, you should engage a law firm that has helped and can name other small companies that became big and successful. The implication, by naming these companies, is that the firm can do the same for you.

Clients Want to Keep Their Names Out of the Press

However, the contrarian perspective is that clients don't want to acknowledge that they have circumstances requiring legal advice. Clients want to keep their name out of the press and off an attorney's web site. That's the whole idea of confidentiality. Not only is the subject matter to be confidential, but so also is the very fact of representation to be confidential.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Ed Poll, LawBiz | Attorney Advertising

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