Including testimonials in your copy is a very powerful way to create trust and believability in your products and services. Getting positive feedback from satisfied customers speaks volumes more than you could ever say about yourself. According to marketing guru Dan Kennedy, “What others say about you and your product, service, or business is at least 1000% more convincing than what you say, even if you are 1000% more eloquent.”

Once you make a successful sale, ask your customer about what they really liked about your product or service. What did they like about working with you? If you have given a presentation, send out a survey afterwords asking for an evaluation. Or you can ask for a testimonial in the form of a video or tape recording. Always make sure you have permission to use their feedback as a testimonial.

One thing to be careful of with testimonials – FTC regulations instituted in July 2009 now state that testimonials MUST reflect the typical or average performance of a person using your product or service. Exceptional results are not allowed, even with a disclaimer.

Also, there are some professions, where it is not legal to use testimonials at all, such as the medical field. In these cases you can often use case studies, or a testimonial about “how” the product or service is delivered. These laws vary by state – so check with an attorney if you are in doubt.

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To Your Success!