Don’t Over Edit - Testimonials work best when they are in “real” language. Those small grammar and language quirks help the reader connect and demonstrate they are real.

Use Testimonials That Fit - Place appropriate testimonials along with a particular point that you are trying to make.

Never Fake It - While testimonials are crucial, it’s not worth the risk to fake them. Most people have well-trained BS detectors that can smell a fake a mile away.

Address Objections - If a prospect discovers that another customer’s worries have proved groundless, then that person is more confident to reach for the wallet.