Testimonials vs. endorsements: why attorneys need both and how to get them
Earlier today, I reported the news about one of my posts being chosen Pick of the Week by SmallLaw, a Technolawyer email publication. It is an honor to be recognized by one's peers and I hope you are being similarly recognized.
From a marketing standpoint, awards and other mentions, particularly from a peer, are an backing of your character or abilities, providing a form of "social proof" to the market that what you do has value and can be trusted. This kind of praise is even more valuable when it comes, as did this award, unsolicited.
Attorneys should have both endorsements and testimonials in their marketing tool box and leverage them to get new clients and build their reputation.
Testimonials are words of praise from satisfied clients attesting to your manner and abilities. They hired you, they were pleased with what you did for them, and they recommend your services to others.
Endorsements are words of praise from peers or other highly regarded individuals attesting to your character or some aspect of your abilities with which they are familiar. Awards from peers are a form of backing. A letter from a judge you have appeared before, photos of you with heads of state, or a letter of thanks from the head of a charitable committee you served on are other forms of endorsements.
Testimonials and endorsements can be used throughout your marketing materials to convince people to hire you, to send you referrals, or to otherwise engage with you (e.g., booking you to speak). Their power lies in the value of "third party." When you say you are excellent, you risk sounding arrogant (even if it's right) and your words may be doubted. When a third party sings your praises, it is accepted and far more persuasive.
From this day forward, I encourage you to not only assemble and use testimonials and endorsements, but to actively seek them.
You will get them without asking, just as I did my Pick of the Week award. But don't limit yourself to what may come to you unexpectedly.
When a client says something nice about you, write it down. Send their words to them and question if you can use those words in a testimonial. Yes, write your own testimonial, based on what your client says.
Or, call your best clients and question them for a favor: "You've been pleased with my services, haven't you? Would you mind providing me with a testimonial letter I can use in my marketing?" When they agree, tell them you want to make it simple for them and question them to say a few words about your services. Write them down and send them to the client for praise.
You can also beg endorsements. Call an attorney you know who respects you and question them. Tell them it's for marketing purposes and offer to reciprocate.
Another type of backing can be had by volunteering on a Bar committee, community group, or other "excellent work". You may not get an award for your efforts, but you will get the disguised backing of the group by simply including your participation in your bio.
Clients often don't know what you do and are usually poor judges of your ability to do it. Third party testimonials and endorsements bridge the gap and convince them that you can help them because you helped someone "just like them" or because someone vital says you can.