A testimonial is simply a statement from a customer or client about their experience of your products or services. Use these complimentary comments on your website, in your newsletter and alongside the offering that they refer to. You will find it makes a real difference to how customers perceive your business. A genuine third party opinion has far more weight than copy you write yourself.

How can you generate testimonials?You may have customers telling you about their experiences already. If not, it isn’t hard to increase the number of testimonials you have about your business·         Ask. The best way to get a steady flow of comments is to ask for them. Put a place on your website for people to feedback, follow up each order with an email asking for people’s experiences of using your business, or ask the readers of your newsletter for their views.·         Do a survey. If you want to find more in depth views, it is simple to run a survey about your products and services using a system such as SurveyMonkey. You should have a balance between questions requiring yes/no answers or answers on a scale, and those asking for comments, which you may be able to use as testimonials.·         Get permission. Whatever means you use to generate the comments, you always need to check back with the client, to find out whether they are wiling for you to use their comment in any sort of publicity or promotional materials. This applies whether you are using the comment alone or with their name alongside. You will find that most people who have been complimentary about your business are happy to support you in this way. How can you use testimonials in your newsletter to increase trust? Now that you have testimonials coming in, make sure that you use them in your newsletter.·         Boost your features. As you plan your newsletters, you may have suitable testimonials to run alongside planned articles: pick testimonials that tie in with the theme for each newsletter or item. ·         A regular slot. If you get a few good comments in each month, you might like to introduce a regular column. Just add the new testimonials as they come in. Regular newsletter readers will begin to appreciate the steady flow of comments that reinforce the message about the quality of what you offer. ·         More feedback. As people see the testimonials, make it easy for them to comment. Have a slot in every newsletter for people to submit comments. I often get comments on the newsletter itself, which I add to the newsletter sign up page to encourage new subscribers.Whatever your business, I’m sure you have lots of happy customers. Take the time to find out just how happy they are, collect some testimonials, and it will boost your business and build your confidence too. This article was written for Just Add Content . Visit Chantal Cornelius’s site for specialist info and advice on great newsletters.