Back in 2011 when this article first was published, testimonials were still relatively simple to do – perhaps because most business audiences were not as cynical as they are today, so believed what was written in them unconditionally.
Sadly though in recent times we have been plagued by businesses “creating” testimonials – many based on the real thing, but not quite the real thing – and sticking them up in writing on websites. And sadly, that has given rise to testimonials having a dubious complexion.
It’s only in comparatively recent times, when advertising in most industrialised countries has been regulated, that readers know testimonials have to be genuine – or else. There may still be the odd person or two who sneers at testimonials and endorsements, but in the main people now accept them for real, and believe in their honesty. This makes them powerful.
However getting a good testimonial isn’t easy, and for a variety of reasons must not be “written” by someone other than the person giving it. Without putting words in someone’s mouth, then, how do you go about getting good testimonials for your business, website, CV/résumé, etc? [Read more…]