Client testimonials are the cherry on the top of the marketing plan for a small or home business; the words of a satisfied client describing his or her experience. Consumers in the 21st century garner feedback from each other with unprecedented speed through social bookmarking (quick rating of web pages by users), online forums and reviews. Customer testimonials can be collected and used both online and offline to encourage a prospective client on the edge to make a decision to buy.

Types of Written Testimonials

Although containing the same general information, testimonials can be written down on paper or on a computer. Both have advantages to a word of mouth marketing campaign.

  • Paper testimonials are the oldest form of written testimonial. They can be hung on walls, kept in a "brag book" of work well done, or copied and handed out at lectures and presentations. There is a higher perceived value when a client takes the time to put their thoughts about a business on paper.
  • Internet testimonials are easier to receive, and also easier to falsify. They can be emailed, collected on the business' own web site, or written on third-party web pages such as epinion.com. Internet testimonials will likely reach far more potential clients than paper testimonials.

Elements of a Client Testimonial

The most credible and compelling testimonials are very specific in their reasons for praising the business. Without specific reasons it is not likely that the customer would write a letter of praise in the first place, and ideally they include some of these elements:


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