Tips to turbocharge testimonials for your practice. If executed properly, testimonials power a low-cost, highly effective strategy that will amplify your message, reaching audiences that were largely inaccessible in the recent past.

1. The Power of Client Testimonials
TESTIFY!
Einstein Law | 6675 Mesa Ridge Rd, Ste 101, San Diego, CA 92121 | (800) 650-0003

2. Multiply the Value
of Word of Mouth
ü You’ve dedicated years honing your skills as an
attorney and developing a thriving, successful law
firm.
ü You have a long line of satisfied clients who
are more than willing to sing your praises to
friends and families.
ü You regularly log word-of-mouth referrals,
though perhaps not as often as you would like.
(Do people talk to their neighbors anymore?)
What’s Missing?
​ To reach new clients you need to turbocharge word of
mouth praise by turning words into a tangible asset:
​ Testimonials
Video brings a testimonial to life.

3. Amplify Word of Mouth
​ By strategically embedding client testimonials
into your website and other promotional materials,
you harness the power of word-of-mouth and
amplify its power by broadcasting to a larger
audience.
​ Employ social media and amplification takes on
exponential growth..
Testimonials Amplification

4. ü Social media combines the
best elements of word-of-
mouth marketing with the
unique power of the Internet to
spread messages quickly to an
ever expanding audience.
ü If executed properly, social
media takes the words of your
clients and uses them in a low-
cost, systematic way to spread
your reputation beyond the
confines of your website.
Turbocharge Testimonials with Social Media
Twitter is a great place for testimonials.

5. It just takes a little planning
Making the Most of Testimonials

6. Tips to Grow the Power of Testimonials
Most law websites include some type of client
testimonials, but not all testimonials are equally
effective as marketing tools.
By keeping the following tips in mind as you solicit
testimonials and integrating them into your online
marketing, you can attract a strong, steady flow of new
clients.

7. What makes a great testimonial?
Not All Testimonials Are Created Equal
?

8. Honest
& Specific
Offers
Feedback
Gently Edited
for Clarity
Details Matter
Exaggerated praise
and vague descriptions
of the client experience
will only undermine the
trust that these
testimonials are
intended to inspire.
A Balanced View
Testimonials that offer
constructive feedback
in addition to praise are
often viewed as more
trustworthy than over-
the-top, glowing
reviews.
Make It Clear
Testimonials that are
overlong, rambling,
confusing, or otherwise
poorly written can
cause potential clients
to doubt the
professionalism of the
firm posting them.
Anatomy of a Great Testimonial

9. Sometimes even positive reviews can hurt
More ≠ Better

10. You may be tempted to display as many
positive testimonials as you can gather on your
website.
But be careful. You don’t want to dilute the
power of your best, most engaging testimonials
with those of lesser value.
When Less is More

11. The testimonials with the greatest value to
your practice will not simply proclaim how great
you are.
A compelling testimonial will also give
details that make it informative and believable,
while maintaining an honest, balanced
perspective.
Be Selective

12. Ben Morrison is a wonderful
attorney! I love him and his staff.
He and his team helped me receive
a settlement to help with my
medical costs!
Consider Two Hypothetical Examples
Example #1

13. Consider Two Hypothetical Examples
Example #2
I was made to feel comfortable from the moment I walked into Ben
Morrison's office to discuss my case. He took the time to answer
my questions thoroughly and learn about my unique case.
Mr. Morrison saw me at my appointed time and asked questions to
learn more about my situation. He told me more about what steps
we were going to take as we pursued my case.
Before we went to trial, Mr. Morrison was able to settle out of court.
He kept in touch with me throughout every step of the way.

14. ​ Of the two previous testimonials, both are
positive. However, the second is by far the
more compelling of the two.
ü The first example, while certainly glowing
in its praise, doesn’t communicate anything
of substance to your visitors.
ü The second example provides plenty of
detail without wearing out its welcome. It’s
simple and readable, and it is benefit-
oriented without seeming inauthentic or
“sales-y.”
Anatomy of a Great Testimonial

15. Complacency is the enemy of effective marketing
Don’t Stop Soliciting Testimonials
6

16. Always Solicit Testimonials
You have many
satisfied clients who
are willing to attest to
your skills.
You are continually
building your reputation
instead of relying on
your past
accomplishments.
You offer a diverse
range of benefits and
skills to a diverse
range of clients.
A continual flow of fresh testimonials shows people that:
You have a
loyal following
You don’t rest
on your
laurels
You’re not a
one-trick pony

17. Visitors Come Back,Again &Again
​ Remember! Prospective clients may visit your website several
times over the course of months or even years, unsure of
whether to contact you.
​ If they encounter fresh testimonials during this time, it could help
influence them to schedule that first consultation.

18. Are you taking advantage of video?
Reach Across the Digital Divide

19. Video Brings Words to Life
Video gives life to words and creates the
emotional connections that elevate you from a
mere "business" to a caring and knowledgeable
professional.

20. Benefits of Video
Increased
Trust
Reduced
Skepticism
Higher
Conversion
Rates
Eighty-eight percent of
consumers trust online
reviews as much as
personal
recommendations.
Video testimonials
reinforce this trust by
showing real people
speaking about your firm.
Having a library of video
testimonials at your
disposal is like having a
full-time sales force on
call, 24/7.
But, unlike salesmen, your
satisfied clients are seen
as objective and sincere
third parties.
More than 90 percent of
consumers agreed that
video factored into their
decision to purchase,
according to a study by
Social Media Today.
Videos can keep users
engaged and ultimately
convince them to contact
your practice.

21. People Think & Remember Using Images
ü 60 percent of people prefer watching video
over reading text.
ü Video keeps visitors on your website longer.
ü People remember more from a video than
from written content.
When you layer the human voice onto imagery by using video,
you infuse your message with compassion and commitment.
Other benefits of video:

22. Once is never enough
If you want to get the word out …

23. The more ways you broadcast your message, the greater the chances
a potential client will find you. People gather information from different
sources (social media, review sites, websites) and with different tools
(smartphone, tablet, desktop). Each method can affect how your message
resonates, so embrace as many as you can.
ü Some people intuitively trust online reviews more when they can
see and hear the reviewer speaking in a video.
ü Others are drawn to a powerful quotation that is set apart from the
rest of the text, such as a quote that is highlighted in a block of text.
Be Seen Wherever Your Customers Wander

24. Re-use, Re-purpose Testimonials
Post them in Social Media
Feature them in newsletters
Add testimonials to your email signature
Include testimonials in brochures
And, of course, post to your website

25. ​ When used strategically …
​ Client testimonials combine the best elements of word-of-mouth
marketing with the unique power of the Internet to spread messages
quickly to an ever expanding audience.
​ Put some thought and effort into collecting and presenting your
testimonials, and you and your satisfied clients will effectively be
promoting your firm twenty-four hours a day, seven days a week
across a variety of platforms.
Word of
Mouth
Power of
the Internet

26. Would You Like to Know More?
Many attorneys find the promise of the Internet elusive. But over the
course of 20 years, we’ve proven many times over that a properly designed
online strategy grows your firm.
Consider taking advantage of Einstein Law’s years of online expertise. Just
call us at (800) 650-0003 or visit our website:
Einstein Law | 6675 Mesa Ridge Rd, Ste 101, San Diego, CA 92121 | (800) 650-0003
www.einsteinlaw.com