Asking clients to share their experience can feel awkward for attorneys. You don’t want to seem self-promotional, and you certainly don’t want clients to feel used. But when done with care and empathy, collecting client stories isn’t about marketing at all. It’s about giving people a chance to help others by sharing their journey.

Here’s how to invite authentic stories naturally, without sounding like an ad.

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1. Lead With Purpose

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Your intention matters. Frame the conversation not as “marketing,” but as helping others in similar situations.

You might say:

“We’ve found that stories like yours can help people who feel lost or overwhelmed. Would you be open to sharing your experience to help them understand what the process can look like?”

This approach removes the pressure and positions the client as a guide, not a marketing tool.

(This connects back to our blog post, “How Law Firms Can Turn Client Success Stories into Powerful Marketing Videos.”)

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2. Choose the Right Moment

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Timing changes everything. Don’t ask for a testimonial while emotions are still raw. The best time is after the case concludes, when your client expresses gratitude. At that moment, their trust is highest, and their story is ready to be told.

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3. Make It Comfortable and Flexible

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Not every client is comfortable on camera, and that’s okay. Offer options, written testimonials, anonymous stories, or even voice-only recordings. The goal is sincerity, not performance.

Always reassure clients that they’ll have final approval before anything is published. That control builds confidence and respect.

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4. Ask Questions That Elicit Emotion

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The right prompts lead to powerful stories. Try open-ended questions like:

• What made you reach out to us?
  
  
• How did you feel before and after working with our team?
  
  
• What would you say to someone considering calling us?
  
  

These questions go beyond facts and draw out emotional context, the true heart of every story.

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5. Show Gratitude and Follow Up

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Once a client shares their story, express sincere thanks. Send them the final video, let them know how it’s being used, and celebrate the impact their story is making. That gratitude turns clients into advocates who proudly share your firm’s message.

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6. Build a Repeatable Process

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If your firm wants consistent client stories, create a workflow:

• Add a “Would you like to share your experience?” question to post-case communications.
  
  
• Have a designated team member coordinate testimonial requests.
  
  
• Maintain a consent archive for compliance.
  
  

By integrating storytelling into your process, it becomes part of your culture, not just a campaign.

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Final Thoughts

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Collecting client stories is about compassion, not conversion. When done authentically, it creates a ripple effect of trust, empowering both your firm and the people you’ve helped.

If your law firm wants to highlight client stories in a natural, ethical way, schedule a call with us, we’ll help you bring those moments to life with care and authenticity.