Collecting testimonials properly

Most testimonials say the same thing: friendly, professional, would recommend. They persuade nobody because they could have been written about anyone.

What makes one work

Three components.

A specific situation the reader recognises. Not "great service" but "we had six weeks before the shop had to open and two suppliers had already let us down."

A specific outcome, with a number where possible. "Finished four days early" or "cut our scrap rate by a third."

An identifiable person. Full name, role, company or location, and ideally a photograph. Each addition increases credibility measurably.

How to get them

Do not ask the customer to write one. They will produce two vague sentences after three weeks of feeling guilty.

Interview them instead. Five minutes, three questions.

1. What was the situation before you contacted us?
2. What were you concerned about, and what nearly stopped you?
3. What is different now, and can you put a number on it?

Question two produces the most valuable material, because it addresses the objection every other prospect has.

Then write it up, send it for approval and amendment, and use the approved version.

The consent

Written, and covering: the exact wording, where it will appear, for how long, whether the photograph may be used, and whether the company name may be used.

For business customers, confirm that the person has authority to give it. Marketing departments occasionally object to testimonials given by an operational colleague.

Include a straightforward withdrawal route. Testimonials from people who have since left or from companies that have since become competitors need removing.

Where to place them

A dedicated page is visited rarely. The same material placed next to the claim it supports does considerably more work.

The quotation document is the underused one. A relevant testimonial in a quotation, from a comparable customer, addresses doubt at the moment of decision.

Video

A thirty-second video of a customer speaking is more credible than any written quotation, because it is much harder to fabricate.

It does not need production. A phone, a quiet room, good light and three questions.

The legal position

Testimonials must be genuine, from real customers, and must not be misleading. Fabricated or incentivised testimonials breach consumer protection law in most jurisdictions.

In regulated professions, including medical, legal and financial services, testimonials are restricted or prohibited. Check the applicable rules before publishing any.