Marketing Sherpa has an interesting article on their website (Open Access until June 12th) titled How To Collect Higher Impact Testimonials From Consulting Clients: 7 Practical Tips.
My favorite tip on the list is Tip #4 – Ask clients to describe how you helped them — instead of how they like you. Prospects want to know that you have helped people like them and solved problems similar to the ones they are experiencing. You can further enhance the power of these types of testimonials by capturing them and making them available as videos on your website.
Tip #6 – Direct prospects to your testimonials, is a seemingly obvious but important tip. Once you’ve done the work of collecting powerful testimonials, don’t assume that your prospects will find them. Take steps to make sure they will see them. It’s a good idea to scatter testimonials throughout your site (not everyone visits your site via the home page) as well as having a page dedicated to testimonials. Make your testimonials easy to print and download. Make sure you include them in your marketing kit.
