Along with its brand, a firm's reputation is its most solid asset. More than ever, digital marketing and organic search results are relying on the most obvious and oldest marketing tools: the testimonial. Think about them in terms of sharing more of a company's "story" and a strategy for collecting and publishing them will be easy.

1. Ettinger Law Firm
Sharing its story through
testimonials
ratings/reviews
online & print

2. What a credible and worthwhile
testimonial sounds like
When you're choosing testimonials, there are a few key ingredients to look for that make the difference between an ineffective testimonial and one that sells. Here's an example
of a glowing, but ultimately ineffective testimonial:
"I love this product! I can't get enough! I'm so glad I bought your stuff and I'll definitely be back to get more!"
What could be wrong with that? It sounds like you have a happy customer on your hands!
But what does this testimonial really tell your visitors? Does it prove the product works, or explain exactly how your customer benefited from using it? While the feedback is
definitely positive, the testimonial doesn't provide enough detail to have any real impact on your visitors.
Here's an example of the kind of effective, benefits-driven testimonial that'll turn a visitor into a customer:
"I used the methods you told me to use, and for three days my phone's been ringing! I sold over $3,500 in goods and services in three days! It's the first time in five months that
anyone had really purchased anything."
What makes this testimonial so powerful? Let's break down the elements of an effective testimonial in more detail:
A good testimonial is filled with benefits. A comment like, "This product is great!" is nice to hear, but it doesn't tell visitors what your product can actually do for them.
You want the benefits of what you offer to be front and center in every testimonial: "This product doubled our profits in a month!" or "This product made the pain in my back
disappear completely--and did it fast!" or "We've never seen any product that could get the rust off our car without damaging the paint--until now.“
A good testimonial substantiates your claims. If you say your product can do something, your testimonials should back up your promises, complete with actual facts and
figures. How much money did your customers save by using your product? How much time did they save by using your service? How did it solve their problems or improve
their lives?
A good testimonial is from someone your audience can relate to. You want your visitors to see that your product helped someone just like them. Make sure your
testimonials come from someone with whom your target market can identify.
If you sell primarily to seniors, for example, ask your customers if you can include their age along with the testimonial. If you're selling to moms with children, ask if you can
mention how many kids they have or include a photo of their family.
A good testimonial is credible. Accompany each testimonial with the first name, last name and hometown of each testimonial-giver to show that your endorsements come
from real people. Always try to include a photo as well.
And if you can, take it to the next level by including audio or video testimonials for maximum effect. Do anything you can to help your visitors connect with your testimonial-
givers on a personal level.
A good testimonial endorses the key benefits of your product.It's fun to hear that your super-duper floor cleaner smells nice or that the bottle doesn't drip--both things that
matter to people who would consider using your product. But have you established that it cleans their floors well?
A good testimonial is comparative. Did your customers try another product that didn't work before they found yours? You want your visitors to know what your product can
do that other products can't. Choose testimonials that set your product apart from your competition.
• Source: Entrepreneur magazine

3. The Ettinger Law Firm Story to be reflected in
testimonials (short form):
Testimonials will reflect the benefits of using a twenty-four year old firm with proven
estate planning elder law experience .
Benefits include:
• A unique trademarked approach to planning for disability and/or death so that
clients will receive long term medical care of their choosing and beneficiaries will
receive their maximized inheritances – not depleted by nursing home costs,
lawyer/probate fees, and/or state taxes.
• A follow-up system that keeps pace with family and/or financial changes
• Friendly and trained staff and convenient office locations

4. A persuasive testimonial contains
• Date, age, location, picture if possible, video,
first and last name
• Key Benefits:
Peace of mind that healthcare is provided for; assets and last
wishes are protected; children receive maximum inheritance
Increased savings/inheritance for beneficiaries
Being part of an experienced, solid statewide firm with resources
that will keep up-to date with their situations
Feeling of being listened to and needs specifically addressed
during drafting process
Knowledge that attorney’s fees are fair

5. Where & when prospects can receive a testimonial in
the process of becoming an Ettinger Law Client
Mailing
Website
•During Internet search process to find estate planning elder law firm in New York State
•On the paper invitation to seminar
•On the Website sign up page
At the seminar
•As a separate sheet in the package
•Anecdote/Case study during seminar
Consultation
•On the inside page of the Ettinger Law Firm book
•On the website – page for testimonials

6. Process of gaining good testimonials
• During consultation – signing, “Would you be
willing to write a brief statement in support of
the process of becoming a client?”
• During a client meeting while administering
estate plan
• Peers – ATEELA, Financial Advisors,
Insurance Brokers, other
• During tri-annual review breakfasts

7. Better Business Bureau
Review
Seek Accreditation then
• Give clients URL and ask if
they can submit a review
• mettinger@trustlaw.com
mettinger@trustlaw.com

8. Populate profile - can only handle five location/addresses of the 13 offices
EP EL add other keywords related to practice area
Clients can review – email them from inside profile
Peers can review - “

9. AVVO Paid Searches Trial
Of all thirteen locations, these are the ones that were available for
paid searches last Thursday. Recommend that we try these three
markets for three months and see if the estimated 5,000 “hits”
converts into clients. They use dynamic tracking number and
analytics. $2,181.-

10. YELP
Staten Island
Review and then sign up

11. Google +
Justia recommended starting with these listings
• Thank you for your time during our conversation yesterday. We would like to recommend to focus on the following listings:
• New York:
• https://plus.google.com/104068785250935393752
• Rhinebeck:
• https://plus.google.com/111761578726532441936
• Lake Success
• https://plus.google.com/111654927610947120578
• Bohemia
• https://plus.google.com/102113609797487048588
• Melville
• https://plus.google.com/108934707344609485752
• White Plains
• https://plus.google.com/114351267418183741052
• Please note that those listings are showing up on maps for “New York Estate Planning Lawyer,” ”Rhinebeck Elder Law Lawyer," "Rhinebeck Estate
Planning Attorney," "Lake Success Estate Planning Attorney," "Lake Success Elder Law Attorney," "New York Estate Planning Attorney," "Bohemia
Estate Planning Attorney," "Melville Estate Planning Lawyer," "White Plains Estate Planning Attorney," and "White Plains Elder Law Attorney” among
other searches. That said, it’s alway best to focus on the more important locations, if trying to get reviews on the smaller locations will dilute the
effort of getting reviews on others that are more important (e.g. New York), we then recommend to focus on the cities that are more important
instead.

12. Google +
Email instructions to clients
• 1.- Please copy and paste the following URL in your navigation bar:
• https://plus.google.com/104068785250935393752
• 2.- Click on the "Write a review" button (located in the "Review summary" section to the right of your screen).
• 3.- If you are not logged in to a Google account, Google will take you to the log in screen. Enter your Gmail account
and log in. If you do not have a Gmail account you may need to setup a new one and wait a couple of weeks
before posting a review, otherwise your review will be taken to Google sand box and it may not show up.
• 4.- Once you are logged in Google will display a small window where you can rate the business with 1 to 5 stars (1
star being "Hated it", 5 stars being "Loved it"). Choose the number of stars that describes the business best.
• 6.- Once you have scored the business, type in your review and click "Publish."
• -------------------------------------------------------------------------------------------
• You can provide the above instructions for your other listings as well. You would only need to substitute the link of
the listing.

13. Nolo
have to put in case information (?)
but very high on SERP

14. Bonnie Kraham column
Times Record Herald
• Change format to Q&A and gain testimonials
from there
• Get editorial endorsement

15. Once Published…No Control
Need to monitor with reviewpush.com or
Hootsuite (30 days free trial period)
• AVVO – yes
• YELP – no
• Google + - yes
• BBB – do not know

16. Next Steps
Let’s execute
we covered why, where, when – let’s get to how…
L&L Transmedia Ettinger Law Firm