12. Testimonials

What it is:

A quote from the horse's, that is, the customer's mouth. Boasting is unseemly when we do it ourselves. But when praise comes from a trustworthy source - a client or customer - it acquires a credibility that helps overcome skepticism and purchasing hesitation.

A cool tool for:

• Legions of B2B and B2C businesses
• Companies with enthusiastic customers
• Businesses in which customer service is paramount

Not so hot for:

• Industries in which testimonials are prohibited or restricted (financial services, for example)
• Businesses based on confidentiality
• Companies with limited customer contact

BAYLOR HEALTH ARTICLE
	Bariatric surgery is a complex and controversial procedure. But many of the misunderstandings can be overcome by sharing the real-life experiences of patients like Ammie Gordon. Case study compliments of McMurry.

3 key play points:

1. Create a process for consistently requesting testimonials from your customers
2. Good testimonials offer specifics - the what, why and how of your work with or for the customer
3. Don't bury them on a "Testimonials" webpage - spread them throughout the site

Bonus Links:

• Video Testimonials example from Mastercam
  
• How to Use Skype for Video Testimonials via Entrepreneurs Journey
  

Chapter 11 - Industry Ranking System

Chapter 13 - eNewsletter