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—Bob Martel
“Always respond to a testimonial immediately with a thank-you note, phone call or e-mail. And ask permission to use it, and if you should use the name or initials.”
—Denny Hatch
“For testimonials, send the customer the text and have them type it onto their letterhead.”
—Bob Wells
“Always be clear about what you are going to use the testimonial for, and get their permission and ask them not to date it; that way you can use it for quite awhile without anyone asking what has he/she done lately.”
—Donn Richardson
“Real testimonials have a genuine sound to them that’s very hard to reproduce; maybe the grammar is ever so slightly off, a peculiar choice of word usage, a point made that no professional copywriter ever would have considered. Try to use these real raindrops wherever possible, before you start seeding the clouds. Back in the days when silver dollars were common currency, bartenders, store clerks, etc., used to drop the dollar on the counter and listen to the ring … because it was distinctly different from the dull sound made by lead counterfeits. I’ve found the same to be true of testimonials. People can spot the real ones from the made-up ones a mile away … I’d be very careful about doing too much rewriting, suggesting and editing.”
—Richard Armstrong
Denny Hatch is a freelance direct marketing consultant and copywriter. Visit him at www.dennyhatch.com, or contact him via e-mail at dennyhatch@yahoo.com.
“Always respond to a testimonial immediately with a thank-you note, phone call or e-mail. And ask permission to use it, and if you should use the name or initials.”
—Denny Hatch
“For testimonials, send the customer the text and have them type it onto their letterhead.”
—Bob Wells
“Always be clear about what you are going to use the testimonial for, and get their permission and ask them not to date it; that way you can use it for quite awhile without anyone asking what has he/she done lately.”
—Donn Richardson
“Real testimonials have a genuine sound to them that’s very hard to reproduce; maybe the grammar is ever so slightly off, a peculiar choice of word usage, a point made that no professional copywriter ever would have considered. Try to use these real raindrops wherever possible, before you start seeding the clouds. Back in the days when silver dollars were common currency, bartenders, store clerks, etc., used to drop the dollar on the counter and listen to the ring … because it was distinctly different from the dull sound made by lead counterfeits. I’ve found the same to be true of testimonials. People can spot the real ones from the made-up ones a mile away … I’d be very careful about doing too much rewriting, suggesting and editing.”
—Richard Armstrong
Denny Hatch is a freelance direct marketing consultant and copywriter. Visit him at www.dennyhatch.com, or contact him via e-mail at dennyhatch@yahoo.com.
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Secrets of Direct Marketing Testing
PURLs for Profit