Customer Testimonials The Copywriter's Problem-Solver
>When using testimonials in B-to-B marketing, consider which elements of identification help meet your marketing objectives such as name (or initials), title, company name, company type, company size or geographic location.
>Always say "thank you" when you receive a compliment, whether or not you plan to use it. It's both good manners and good business.
>Segment your testimonials much like you segment your customer base. Prospective customers identify with first-time customers who have been in their shoes. If you're cross-selling your auto service department to new car buyers who have never tried your service, use comments from others who have made the switch. The more your reader can identify with a testimonial and the person who shared it, the more effective the testimonial becomes.
>Feature testimonials in "hot spots" where they will get noticed and read, such as the Johnson Box in letters; headlines and subheads in brochures, space ads and e-mails; envelope teasers (shown on p. 139); lift letters; postcards; front or back catalog covers (see NEBS catalog cover, left); and package inserts.
>Don't bury good testimonials on the back of a brochure or in fine print next to your legal disclaimers. The stronger the testimonial, the more bold you should be about where and how you use it. Lands' End used its testimonials in the e-mail headline and body copy. Title Nine Sports uses its customer comments as photo captions.