At some point, you’ve probably asked a client for a testimonial that (you hoped) would wax eloquent about the great work you did. But getting a client testimonial is a hit or miss proposition: Sometimes, the client provides exactly the enthusiastic stamp of approval you want. Other times, it’s less than useful.
The problem is–we don’t always do such a great job of guiding our clients in writing testimonials. That’s too bad because testimonials are among the most powerful marketing tools. When a prospective client reads, watches, or listens to your testimonials, you have an opportunity to get the principle of “social proof” on your side.