Asking a client for an online review is hard. It triggers our insecurities. When we make that request, we risk ambivalence, negative feedback, or even all-out rejection. We’re putting the story we tell ourselves, about ourselves, on the line.

In fact, we’d rather pay marketers, consultants, website builders, lead-salesmen, SEO gurus–just about anybody, really–rather than ask for a review ourselves.

Paying someone is easy. Asking someone is hard.

But we’re good at doing hard things. We survived when the civil procedure professor called on us in class. We’ve learned to speak up loudly to voice an evidentiary objection. We even manage to smile when bluntly overruled.

Some law firms have lots of reviews. They rank well on Google. They reap the benefit of the crowd’s endorsement. It’s good for them, and it would be good for your business, too.

We can keep learning to overcome insecurities. We’re still good at doing hard things. The risk is worth the reward.

Today, you too can become a star (or five of them).