An effective testimonial begins with proactive steps such as asking customers to share their experiences, explains BB Marketing Plus. Customers tend to reflect on the value they derive from a company when they prepare testimonials and thus become more appreciative of that value.
An effective testimonial should have a name and, when appropriate, include a title and the name of the organization. It should also include a specific and measurable benefit, reports BB Marketing Plus.
To have a great and lasting impact, the testimonial should also be specific and focus on a single idea. After a customer has provided a testimonial, it's necessary to get his permission before using it.