Florida’s Misguided Ban on Lawyer Testimonials
The Florida Bar Association believes that the typical lawyer is so much more savvy than the typical client that it has prohibited lawyers from using client testimonials in their advertising.
It is hard to think of a more misguided and unnecessary policy. Testimonials, like any form of communication, can be misleading. But they aren't inherently misleading. Nor are they inherently so persuasive that most clients will be overwhelmed by them. In today's media environment, children are exposed to thousands of commercials before they turn 18. And who among us hasn't seen countless testimonials? Do we automatically buy a prodcut or service just because it's supported by a testimonial? Of course not. Testimonials don't exude some magical force. They can, however, provide useful information if you are looking to hire a lawyer.
Fortunately, you may be able to review online reviews of Florida attorneys despite the ban on testimonials. Specifically, check out the online directory, www.avvo.com. In response to a lawsuit filed by Public Citizen, Florida has created an exception to its testimonial ban for online directories such as Avvo. Thus, you may be able to read online reviews of Florida lawyers. Avvo is a partiuclalry good source because it can include unsolicited testimonials. In other words, clients can write unfavorbale reviews of lawyers. In fact, some lawyers who have never heard of Avvo have received both positive and negative reviews.
As with all forms of advertising, don't lose perspective when you read Avvo reviews. It's just one part of the mix. This seems like obvious advice. Too bad that the authorities in Florida haven't figured out that some information is generally better than no information at all.
Attorney Sues Avvo.com for Profile Error
Florida healthcare attorney Larry Joe Davis Jr. is suing online ratings site Avvo.com for errors that appear on his online profile. Avvo is one of the largest online sites that ranks attorneys and permits lawyers and clients to comment on the performance of specific lawyers.
According to the story written by Mike Wells, Davis is suing Avvo because it erroneously listed him as an employment attorney, included an incorrect address on his profile, and used his photo without his permission. Avvo uses a formula to generate a numerical ranking for lawyers, the highest score is a 10.0. Davis' Avvo rating is a 3.7, which is among the lowest scores I have ever seen. His score is undoubetly influenced by the fact that Davis has a prior disciplinary record with the Florida Bar.
I have been a big fan of Avvo for quite some time, and for years have recommended that lawyers update their Avvo profiles. The ratings formula seems to weight certain kinds of legal experince more heavily than I would. For example, I have seen lawyer's ratings increase substantially after they add information to their profiles (such as their involvement with bar associations) that doesn't seem to correlate strongly with a lawyer's abilities to serve clients well. You shouldn't hire lawyers solely based on their Avvo rankings. They do, however, give you a decent sense of how experienced a lawyer is in a particular area of law.
As for Davis' lawsuit, he is not directly challenging his rating. It makes you wonder whether he would have been better off if fewer people knew about his lawsuit. he probably could do without the publicity. Avvo, for its part, doesn't seem to be worried about Davis' lawsuit. I found out about it because a link to Mike Wells' article was retweeted by someone affiliated with Avvo.
Finding A Lawyer On Your iPhone
A new iPhone app allows you to find lawyers worldwide. More precisely, the app allows you to find lawyers and accountants who are part of the consortium that released the app.
Here's how the app is described on Robert Ambrogi's Lawsites Blog:
The MSI Global Alliance, an international association of 250 independent law and accounting firms in 105 countries, yesterday released Advisors2Go, an iPhone app that provides a directory of its member firms and of key contacts within each firm.
It allows users to search for a firm by location and type of service. For each firm, it provides key contacts and links to directly phone or e-mail the firm. It also provides a brief profile of each firm.
This app raises an interesting question: Are lawyers who are proficient at marketing on iphones (and other emerging technologies) better lawyers? Should you prefer to work with a law firm that follows the latest tech trends?
Maybe.
I hate to give a lawyer-like answer, but that's the right answer. Most of the skills that are important for lawyers to have are unrelated to the skills that make cutting-edge marketing effective. Thus, on one hand, I applaud the innovative efforts of organizations such as the MSI Global Alliance. More lawyers need to make their services acessible, and there is something appealing about being able to find a lawyer in Rome in the same way you would order a pizza or find a roving food truck. On the other hand, just because you can find a lawyer on your iPhone doesn't mean that you should. Convenience is an important factor when working with a lawyer. But it's hardly the only one or even the most important one. It's more important to find an attorney with the precise experience you need, even if that lawyer doesn't have an iPhone app.
Remember: Just because a lawyer is good at marketing doesn't make them a good lawyer, or the right choice for you.
(Hat Tip: Gordon Firemark)
