A testimonial is a
short piece that tells the story of your customer's pain and how you solved it.
Think of it as a mini case study that's been reduced to a paragraph or two.
Get permission
Always get written
permission before you use a testimonial. Many large companies routinely forbid
testimonials because they don't want to be seen as endorsing one vendor over
another. Send an email to your customer and ask if they would write a
testimonial for you. This is an easy way to get permission while doing the
asking.
Identify the pain
The more your
testimonials can make the reader think "that's my pain too," the more
they will resonate with potential customers. The testimonial should concisely state
the problem, your product and service, and how you solved the pain.
Identify the person giving the testimonial
Be specific, giving
the name, position (if appropriate) and company for maximum believability.
If you can't get
permission to use the person's name or identify the company, but the
testimonial is too good to not use, genericize the person giving the quote,
e.g., Vice President of Investments for a major financial services organization.
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