Saturday, April 17, 2010
Why You Should Use Testimonials in Your Law Firm Advertising
Testimonials in attorney advertisements are a powerful, free tool that you should be taking advantage of for some very basic psychological reasons.
The words of real people, actual clients, carry more weight than any of the advertising copy your potential clients know was carefully and professionally crafted to impress them. It is an automatic reaction to be more impressed by something that sounds natural and spontaneous than something designed to sound good.
People find what others say about you to be more believable than what you say about yourself.
Testimonials can say things that you cannot really say yourself. When your clients sing your praises or gush about what a great person you are and what a wonderful job you have done, it sounds like you must really be a great attorney and a great person. If you say those things about yourself, you just sound like you are tooting your own horn. If you talk about yourself with the emotion that gives testimonials their real punch, you will sound arrogant and maybe a little nuts.
Testimonials are tangible, specific, and meaningful examples of what you and your law firm can do for your client rather than abstract possibilities. They speak of the personal impact not just dollar amounts. Sure, a million dollar settlement or award sounds good to most people, but hearing about how it changed someone’s life for the better is what touches a nerve, makes it personal, and really gets people to fantasize about the benefits your services could translate to in their lives.
Proof of a past accomplishment is better than a promise. This works in two ways. To your prospective client, it is not just a possibility; it has already happened. For you, it is a way to demonstrate to the prospect what you can do for them without making specific promises or implied guarantees that might get you in trouble down the road.
To learn about how to ask for testimonials gracefully and how to use them in your advertising legally, please contact the legal advertising experts at Network Affiliates today.
The words of real people, actual clients, carry more weight than any of the advertising copy your potential clients know was carefully and professionally crafted to impress them. It is an automatic reaction to be more impressed by something that sounds natural and spontaneous than something designed to sound good.
People find what others say about you to be more believable than what you say about yourself.
Testimonials can say things that you cannot really say yourself. When your clients sing your praises or gush about what a great person you are and what a wonderful job you have done, it sounds like you must really be a great attorney and a great person. If you say those things about yourself, you just sound like you are tooting your own horn. If you talk about yourself with the emotion that gives testimonials their real punch, you will sound arrogant and maybe a little nuts.
Testimonials are tangible, specific, and meaningful examples of what you and your law firm can do for your client rather than abstract possibilities. They speak of the personal impact not just dollar amounts. Sure, a million dollar settlement or award sounds good to most people, but hearing about how it changed someone’s life for the better is what touches a nerve, makes it personal, and really gets people to fantasize about the benefits your services could translate to in their lives.
Proof of a past accomplishment is better than a promise. This works in two ways. To your prospective client, it is not just a possibility; it has already happened. For you, it is a way to demonstrate to the prospect what you can do for them without making specific promises or implied guarantees that might get you in trouble down the road.
To learn about how to ask for testimonials gracefully and how to use them in your advertising legally, please contact the legal advertising experts at Network Affiliates today.
posted by
Harlan Schillinger
at
7:46 AM
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