Your marketing efforts will be become much more effective if you include customer testimonials. These are a powerful tool because they build trust between you and your new potential clients. They are especially useful when someone is looking into your company for the very first time. When they see that other people have been satisfied with their experience, they will be more motivated to work with your company. A business that has no testimonials seems unreliable.

Traditional marketing techniques, such as sending direct mailings or printing brochures, do not have the power that real life customer testimonials do. While a company's statements about itself are often met with skepticism, the comments made by a third-party carry much more believable weight. You will be better able to attract a variety of clients if you present them with several different customer experiences that they will be able to relate to.

Remember that a testimonial from a large, well known industry leader will be more effective than one that comes from a small, unknown business. This is because small companies will be attracted to the comments of a big business. Their words will be more reliable and believable. Quoting the executive and naming their company in your testimonials will make them more legitimate. In some areas, it may be possible for your potential clients to contact the companies who have shared their experiences and speak with them directly.

Be sure to select the best testimonials possible to add to your brochures, mailings, and website. You can use small excerpts that put your business in an especially positive light. By varying the products mentioned, you will be able to attract the greatest number of customers, leading to a significant increase in business.