How to write a testimonial

25 years of working with high-tech, software, and electronics companies have taught me that customer testimonials are one of the most powerful marketing tools. After writing, editing, filming, and publishing dozens of testimonials, I want to share a concise guide to creating winning testimonials.

Why are testimonials so important?

• They’re the first thing potential customers look for.

• They build credibility and reduce doubts.

• They provide social proof that drives results.
  

When should you use them?

• Ahead of a product or service launch.

• Before major campaigns.

• Always-it’s never the wrong time for testimonials!
  

When should you ask for a testimonial?

• Before signing the contract – a great chance to secure a commitment early.

• After signing, when you have initial successes to share.

• After the service or product is in use, to show long-term results.

• After some time, when success is proven.
  

Important to Remember:Before using a testimonial, always ask for permission to use the customer’s name or logo.

What holds us back, and how can we overcome it?

• "They might say no." - You already have a 'no'; take a chance for a 'yes.'

• "They might ask for something in return." - That’s fine; offer what you can.

• "They don’t want to write it." - Write it for them!
  

Tips for Strong Testimonials:

• Focus on the value the customers saw.

• Highlight how they used your product or service.

• Use their authentic and emotional words.
  

Testimonials are more than just words - they build trust and speed up decision-making.Don’t let fear hold you back - turn 'no' into 'yes'!