When you get good feedback be careful how you use it. A whole page of testimonials doesn’t really work – most people stop reading after the first couple. Ideally you should spread them about, one on each page of your website or one in each section of your brochure.
Make sure you don’t just publish the whole testimonial regardless of what the content says – what you need is the ‘nugget’ the most powerful bit that will persuade people to try your services.
So not:
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Thank you for all the work you did on our project, it was a real pleasure working with your team and they were very helpful, polite and courteous at all times, we almost felt as though they were full time employees! We will definitely recommend your services to other people and we were thrilled to find that, as a result of all your efforts, our production has increased in efficiency by 17% – which has made a big difference to our output and, of course, to our profit line too. Please feel free to share this testimonial.
Firstly, this is much too long and people will lose interest before they get to the critical bit. If you use this you will need to edit it so that it says:
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As a result of the work your team has done on our project, our production has increased in efficiency by 17% – which has made a big difference to our output and, of course, to our profit line too.
If your testimonials don’t have that ‘what changed as a result’ bit included, go back to the writer, thank them, and ask them if they got any measurable results and ask permission to quote those too.
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