Wednesday, October 2, 2013

Careful tooting your own horn

Making the rounds recently in the blogosphere is renewed discussion on the issue of attorneys using testimonials, customer reviews, and anecdotal evidence as part of a marketing campaign.

No doubt, positive reviews can be a powerful tactic to gain clients.  While decades ago, an attorney might have coveted an "AV" designation from Martindale-Hubbell, most attorneys today would likely see more benefit from a high AVVO rating or positive Yelp reviews.

This has, unsurprisingly, led to attempts to game the system.  Attorneys would write positive reviews for themselves or engage in review-swapping with other attorneys or professionals.

Now the review sites are fighting back.  Yelp recently sued an attorney for posting fake reviews, while in New York, the Attorney General has been waging a campaign against fake reviews as well.  Needless to say, the practice would also be dubious under any reasonable interpretation of most state's ethical codes.

The best way to get (real) positive customer reviews is the simplest: ask for them.  Most happy clients would certainly be willing to write a quick review: using practice management software can systematize the process so the request can go out timely and receive the proper follow-up as well.