Testimonial Letters

Testimonial letters — what to do and what to never EVER do

People often ask me what the best kinds of testimonial letters should say, and the answer is actually quite simple.

Good testimonial letters should be like verbal “snapshots” of the difference between what your life looked like BEFORE you used the product or service, and what it’s like right now, AFTER you’ve used whatever it is you’re selling.

It’s kind of like the “before and after” pictures you see when someone’s selling diet products.

Remember, the purpose of the testimonial is to give your product or service credibility, and to help with your own believability.

Which is why… good testimonial letters have to be specific. After all, talking about something in generalities is worthless.

“That cake tastes great” pales in comparison to “That new chocolate cake you baked, tasted like something my grandmother made, back in the 1970’s. It was moist… but the moistness wasn’t overwhelmed by sugary fillers. It was really different — it was moist AND flakey, which is very unusual. Plus, not only was the chocolate so full of flavor, it was like you were biting into a milk chocolate bar… but the cherry flavor also made this very unique. Anyone who likes chocolate will LOVE this cake.”

See the difference?

You can even use a testimonial to support a guarantee you might have.

For instance, if one of your customers tells you, “My lawn’s never been greener since I started working with you,” and then you back this up with, “In fact we Guarantee you the greenest lawn you’ve ever seen, or else you pay nothing”…

This packs quite a wallop.

Make sense?


OK, gotta run… squirrels are gathering outside my patio and they look angry.

Have good weekend.

Now go sell something, Craig Garber

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listening to: Revival – The Allman Brothers (1970)

About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)