Testimonials Should Sell Soap, Not Lawyers


Marketers consistently use testimonials - whether from glamorous celebrities or from presumably satisfied "everyday" customers - to serve as evidence that an organization and its products or services are of value. For consumer products, this may be acceptable. But for law firms, I strongly disagree with the legitimacy of using clients' names for testimonials.

My contrarian perspective is against the view of all sales people I've ever met, including law firm marketing consultants. Most advice on this subject from marketers is that testimonials from recognizable client-customers are good. People want to associate with others whom they want to emulate (witness today's flood of celebrityfocused 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.

Please see full article below for more information.

LOADING PDF: If there are any problems, click here to download the file.

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

Written by:


LawBiz on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:

Sign up to create your digest using LinkedIn*

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.

Already signed up? Log in here

*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.