By Guy Randall

Trust is the most precious element in marketing. Believable testimonials – positive 'word of mouth' recommendations for a product or service – are an essential part in marketing your business.
 
At Ideas Shop, we write testimonials for our clients to show customers and stakeholders what the client can do for them and what differentiates them from their competitors.
 
Testimonials are usually short statements or recommendations about a product or service from a customer or business associate. They offer an objective perspective on a business’ products and services. Importantly, this message is more convincing and authentic because it comes from a third-party.

Done badly, testimonials offer little more than a bland ‘feel good’ factor. Done well, testimonials are so effective that in many cases, they will actually increase sales figures more than a sales letter, website or advertisement ever could.
 
Recently, I developed a series of testimonials for a client. Their existing ones were positive but provided little information so weren’t convincing anyone to use their services. ‘A great job; always polite’ is a nice message, but isn’t a strong case as to why a customer should choose your particular company.
 
Our job was to develop four 300 word testimonials reflecting the makeup of their customer base and clearly outlining what benefits the company would bring to the customer and why customers should choose them over competing businesses.
 
The best testimonials are true to the company’s brand and don’t rely on spin or sound breathless and gushing. They simply state what went well and also any challenges overcome by the company.
 
It’s all about improving business through communication that is clear, effective and, most of all, authentic.