It’s funny, you’re in the persuasion business, but you don’t like persuading people to hire you.

You can “sell” a jury on finding for your client, negotiate a better deal for them, or write an article advocating for a social cause, but you are reluctant to use your persuasive abilities to get anyone to choose you as their attorney.

Seems like a waste of talent, doesn’t it?

But I get it. You don’t want to look like you’re bragging or desperate for work. You think it’s better for clients to choose you because someone else said you have a lot of experience, keep your promises, and deliver great results.

And you would be right to think this.

It is better to have someone else say those things. Because if you say it, people can doubt it; if someone else says it, it must be true.

Praise from third parties is the best and easiest way to sell your services.

What could be easier than getting some good reviews and quoting them or linking to them?

What could be easier than getting testimonials from satisfied clients along with permission to share them?

What could be easier than quoting other attorneys who speak about your good character, work ethic, and track record?

The answer is “nothing”.

Nothing is easier. Or better.

So, if you’re not doing this already, make it a priority to collect and use the positive things people say about you. Post them on your website, put them in your brochures and marketing materials, put them in your bio, and let other people sing your praises.

These aren’t difficult to get. But people are busy, so you need to prompt them.

When a client sends you an email thanking you for (something), tell them you appreciate their saying so and ask for permission to quote them. Disguise their name if need be, but showcase their words.

Send new clients a survey at the end of the case and ask them how you did. If they thought you were the bees’ knees, yep, ask to quote them. Or ask them to post a review online.

The next time you get a referral from a fellow professional, thank them and ask them why they chose you. When they say nice things about you, ask if you may quote them in your marketing.

If you already do this, do it more. Build a portfolio of praise from clients and professionals and put it front and center.

When you do, you should notice two things happening.

First, you should see more clients and business contacts willing to provide testimonials and positive reviews. It’s the bandwagon effect. The more praise you get, the more people want to jump on board.

Second, you should see a higher percentage of prospective clients signing up. When they see how much your clients like you and the work you did for them, they will be more likely to see you as the best option for them.

Because, while most attorneys have happy clients, they don’t have clients who are happy enough to put it in writing.

The Attorney Marketing Formula: it’s a formula, so you know it works