One of the most powerful tools you can use in your marketing is third-party validation of your work. You get more clients and better clients when other clients describe their positive experience with you.
It is (marketing) law.
But your clients are busy and don’t provide reviews or testimonials as often as they could, or as often you’d like. What can you do?
One of the simplest things you can do is survey your clients, to find out what they like about you and your services (and also what they don’t like because you need to know that, too).
Then, when a client fills out a survey and says nice things about you, thank them and ask if they would post their words on a review site you tell them about, or let you use their words as a testimonial.
Tell them they can do that anonymously if they prefer, i.e., initials or first name/last initial only. Yes, full names are better, but a review with initials only is better than no review.
Tell them how much you appreciate their providing a review, and how much other people will benefit by seeing it.
Get them to commit to doing it, help them if they need help, and thank them again.
What do I mean by “if they need help”? I mean, if they struggle to put their story into words, or what they write isn’t as clear or specific or interesting as you’d like, rewrite their review for them.
Don’t change anything material. Clean it up, flesh it out, and make it easier to read. You’re saving them time and making them look good. You should find that most clients appreciate that help.
You can do the same thing when a client thanks you or pays you a compliment over the phone or in person. Write down what they say, clean it up a bit, and send it to them, along with a request to post it or let you use it in your marketing materials.
Simple and effective.
What else can you do?
Every new client, in their “new client kit,” should get a list of review sites you recommend, along with a sampling of reviews you’ve received from other clients. Not only will this help them feel good about their decision to hire you, it will also make it easier and more likely to get reviews from them later.
Finally, always send a thank you note. Tell the client (again) how much you appreciate their kind words and how it helps other clients find the help they need. If the client was referred to you, send a copy of their review, along with a thank you note, to the referring party.
Showing them they made a good decision to refer their client or friend to you makes it more likely they will refer again.
The Attorney Marketing Formula
