In Cross-Examination Questions (and Answers) About Your Advertising, Rosalie Hamilton, the Expert’s Expert on marketing writes:
Some experts are understandably wary of advertising. I see some forensic advertising that I consider objectionable, advertising that a skilled attorney could use to impeach an expert witness. On the other hand, the mere fact that one advertises is not objectionable. Advertising, in and of itself, is not the basis of being viewed as a “hired gun.” That results, instead, from the prostituting of oneself by manipulating the facts and opinions to provide a desired conclusion.
If you are concerned about how you will look when answering questions about marketing your expert services, remember that the attorney grilling you is probably listed in local, state, and national bar association publications; Martindale-Hubbell(c) attorney directory; local, state, and national legal magazines and newspapers; the Yellow Pages; and his child’s athletic booster directory. As was the judge when he practiced law as an attorney!
Do *not* take the questioning personally. Your responses to the questions, rather than the questions themselves, will determine the attitude of jurors and even judges toward you. Practice maintaining your poise and responses to emotion-loaded questions.