- Brendan Francis

Credibility is king, and testimonial quotes sell: get a few people to go on the record, saying good things about you, and then put those quotes on your website and in your brochures. They'll show your prospects that others think highly of your services.

How often have you heard this advice?

Very rarely do the advisors ever tell the whole story on the promotional use of client quotes. Yes, credibility is king, and the effective use of client testimonials can do wonders in promoting your business. However, using testimonials unwisely or incompetently can do great damage to your business instead.

Use client testimonials with skill and wisdom by following these guidelines:

Actively solicit testimonials - but only from established, trusted relationships. Don't passively wait for the glowing reviews to come in; directly ask for client testimonials whenever possible and appropriate. However, focus on testimonial quotes that reflect your best client relationships - when a prospect calls or emails your client to verify your reputation, you want not only a printed testimonial, but a living one as well.

Make sure your testimonials are relevant. Not every testimonial matters; if you sell web design services, don't use a quote testifying to the quality of your chess game - even if it comes from the Queen of England. Ensure that every quote supports the unique services you provide.

Don't include links to websites that are no longer online. Believe it or not, there are Internet marketing sites on the Web today linking their testimonials to out-of-business client websites. Associate yourself with strong, growing, successful businesses - keep the scent of death away by avoiding using failed clients in your testimonials.

Beware unfortunate links to unprofessional websites. Your prospects will click through. What do your clients' websites say about your services? Are you proud to be associated with their quality, or do you cringe when you see painfully unprofessional design and marketing?

Only link to websites that reflect well upon your business. (By the way, this is an excellent reason to always have good design professionals - graphic designers, copywriters, web designers - within easy reach. Build your relationships by offering trusted, quality referrals to your clients.)

Don't include professional testimonials from people who aren't professionals. No one cares that your neighbors, spouse or mother likes you - unless they happen to represent your typical clients.

Back up your testimonials with verifiable references. Always assume that your prospects are intelligent and skeptical; make sure that your testimonial quotes can all be verified easily by phone or email, and make it clear to clients offering testimonials that you are asking for a reference as well. Once again, your testimonials should all reflect healthy, contented relationships - don't use quotes from people who are no longer in contact with you.

Don't overdo it. You don't need ten, twenty, fifty or a hundred quotes; four or five will do just fine. Focus on quality instead of quantity - when it comes to marketing your services, a handful of your best relationships goes much farther than mass quantities of thin acquaintances.