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04 February 2010 / Joe Reevy
Issue: 7403 / Categories: Features , Profession , Marketing
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Testimonial gold-dust

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Joe Reevy emphasises the importance of keeping the audience in mind when writing testimonials

I have lost track of the number of times I have heard marketers say that testimonials are gold-dust and indeed they are: some of them. But which ones?

Our research in the South East in 2003, revealed that real (behaviour-changing) client satisfaction is based mainly on how the client is treated rather than the technical quality of the work done. These results contain a clue as to why some testimonials are better than others.

Here’s an example of a testimonial on a law firm website: “During this time he has repeatedly demonstrated a high level of legal skill, accuracy and attentiveness. I particularly appreciate his eye for detail and ability to take complex legal issues and explain them in lay terms…is extremely personable and down-to-earth…”

Saying what you mean...

“During this time Joe has repeatedly demonstrated a high level of legal skill, accuracy and attentiveness. I particularly appreciate his eye for detail”

All this is saying is that Joe

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