Can I get a witness? - Washington Business Journal:

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Now, before you order your marketing team to plaster the quote of allquotes everywhere, stop and take stockm of just what that testimonial really says about you and your company. Does it make a quantifiable statement about how your work helpe theother business? Or does it have a certaimn "We laughed, we cried, it was better than feel? A quote shoulcd only be used "to show something reall y new, versus what other people have to say abou it," says Tina Bagapor-O'Harrow, president of The Ad a D.C. advertising agency ( ). "It should show what's better or different.
" Another thing to Who's behind the words There's something to be said about the companyyou keep. A few kindsz words directly from the CEO of ahighl respected, highly recognizable brand says something much differenrt from three gushing paragraphs by Bob, If you do want to include testimonials in your Len Johnson, president of in Falls Church ( ), suggests implementing standard surveys at the end of Use testimonials sparingly. Knowing how to emplog testimonials is a bit like knowing the difference between a dash and a pincn when cookingwith spices: Use a bit for but use too much and you spoik the taste.
No matter how you decidre to usea quote, it's a good idea to ask permissio and an even better idea to have that permissionh in writing. There's a wholes separate story on thelegal (and common reasons for this. However, perhap none is as motivating as the thought of having to addressayour client's surprise after unexpectedly seeingy a personal note in your ad. And you can quote us on that.