Testimonials are everywhere: TV, websites, Youtube. A rare few are gorgeous, most are mediocre, and some are comical, bordering on parody. But do testimonials work in PI lawyer TV advertising? UNEQUIVOCALLY, YES. Testimonials have been a major component of Davis PI law firm marketing success for the last decade. However, creating effective testimonials isn’t easy. Below is an example containing many of the elements common in impactful testimonial ads. The actress is attractive but not a highly paid fashion model. She is likable and slightly vulnerable. Her lines are delivered in a subdued, almost tentative manner, the way a real client might speak. The end product is a compelling performance that drives calls and clicks. But take a look and let us know what you think. Would she convince you to call?