If you’re the recipient, there’s probably no bigger boost to your ego than receiving a testimonial or recommendation. You will know exactly what you did to achieve that testimonial (how you bent over backwards to help, how you went the extra mile to give great service etc.) and you’ll feel that getting that testimonial was a just reward for your efforts.
Even if someone just says “You did a great job”, because you know just how much effort you put into it, you’ll know that it’s true and you’ll feel good about it.
But put that testimonial in print, for others to read, and that’s another matter. It loses its credibility because anyone else reading it hasn’t been involved in all the work you’ve done. To them the testimonial could appear to be just a trite statement - a “nice” comment that can glibly roll off the tongue (or pen) without necessarily being true.
So not all testimonials are created equal.
If you’re wanting to use testimonials to provide credibilty to your websites or salesletters, you need them to be much more specific about what you’ve done or about what specific benefit the writer of the testimonial has received. The problem is that you and I can be as honest as the day we were born, but everyone knows that there are liars and rogues out there in the big wide world. Some of them wouldn’t think twice about making up their own testimonials for their own product.
So, if, at the time you’re reading this, there are no testimonials from readers showing in the comments below, that’s because I’m playing it straight.
Thankfully, some of my readers HAVE written nice things about me, but these appear either elsewhere on the blog or in private correspondence to me. So, this is the next important point: you must ensure that the writer has given permission for you to use their words as a public testimonial, before you do so.
For a testimonial to appear credible to an uninvolved reader, the key is that it must provide specifics throughout. So, in comparison to “You did a great job” how about (as an example):
“(specific name), the way you (specific action you took) over (specific timescale) to (resolve my specific problem) was (suitable impressed description). I particularly liked the (specific feature) because (specific reason). As a result, I have received (specific benefit)”.
Furthermore, if the testimonial is accompanied by the writer’s full name, location (the more specific the better e.g town/city rather than state/country) and website and even photograph, the credibility score increases greatly. Most writers of testimonials, who are in business, will eagerly provide all of these as it is free publicity for them.
I hope you’ve found these thoughts on testimonials useful.
If there is something on my blog or something I’ve done that you particularly like, please leave a comment below. The more specifics the better! 
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And, of course: Please note that comments left below may be used for promotional purposes.
PS For an easy way to have your photo attached to your comments, have a look at this previous article.
Comments 8
I absolutely agree that all testimonials are not equal. so —- I have been the receipient of valuable information, ebooks and blog posts that I consider to be very relevant to my business efforts on the internet. I believe in providing excellent service to clients just as you do. I find I open your email quickly to see what is my next find.
Nan Woodward
Posted 15 Feb 2009 at 3:48 pm ¶JV Specialist
I am a JV Specialist online. I requested testimonials from several of my clients. they told me to send them something to work on. I have been intimidated, which is unlike me.
Now that I read your blog post - I have written a testimonial and will be submitting it to my first client tomorrow.
Thanks much for the post, the excellent information which definitely had a lot of relevance to me in my business efforts.
I am in Atlantic City, New Jersey. I find my clients, and friends and mentors online. You have helped me move my business forward today. thanks much David.
Nan Woodward
Posted 15 Feb 2009 at 4:07 pm ¶JV Specialist
if you are a marketer, or maybe a newbee, this is a must have, very good information, these ebooks will teach you alot, and step by step, mistake free, what not to do, you got nothing to lose, it is worth your time to check this out, and for free, this is way cool, about time somebody gives something away that is real good, and able to put it to work for you, with no out of pocket hidden fees
Posted 23 May 2009 at 7:06 pm ¶Thanks David for the 20 free ebooks and yes I think you have over delivered this time.
Posted 30 Aug 2009 at 1:58 pm ¶I like your blog very much. Keep up the good work and don’t let your standard slip.
Hi David,
Thanks for brilliant books. They are going to be my bibles from now on. Spent all my life in marketing and pr but online marketing is a whole new ball game.
Posted 04 Sep 2009 at 1:29 pm ¶Keep up the good work.
Mal Harding
Marketing Director
Thank you David, finally someone that seems to be interested in our success, so many of the so-called gurus’ seem to have forgotten the customer.
The first customer is just as important as the last
Posted 21 Sep 2009 at 6:00 am ¶I thank you so very much for the 20 ebooks and “Supertips” you sent to me. The ebooks are great materials that have helped me in my understanding of internet marketing and other necessary information on internet business. thank you for all
You are a great mentor to me as I am a newbie to this business. Thank you.
I desire more of you concern ion helping and mentoring me to greater heights so as to make more money in the process.
Be blessed!
Posted 11 Nov 2009 at 2:43 pm ¶Hola David:
Posted 05 Feb 2010 at 8:59 pm ¶Reciba un afectuoso saludo.
En estos días estoy analizando los e-book que
me regalaste. Son interesantes para progresar en los estudios del marketing por internet.
Gracias por ayudar a los novatos como yo.
Exitos.
Saludos.
Fernando Fernández
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