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Misconceptions about testimonial quotes from clients and customers arerampant, weakening Web sites and printed brochures that fail to use thefull power of these marketing tools. For instance, longer is not better,and unsigned testimonials add little credibility, even for a professionalservice where confidentiality is appropriate.Here are two blurbs that I found posted on the Web, along with my analysisand revision.1. BEFORE:Rudy, Exelrod & Zieff LLP has been very pleased with results of its websitedeveloped through Lawinfo.com. Because our firm is easily locatable throughthe major search engines, we are finding that numerous people arecontacting us who otherwise would not. Additionally, Lawinfo.com handlesmodifications of our website easily and otherwise provides good service.Sincerely,Alan Exelrod, Rudy, Exelrod & Zieff LLP, www.reztlaw.comPROBLEMS:"Numerous people" is vague. I would ask this attorney how many that wouldbe - three a month, thirty a day or what? "Handles modifications of ourwebsite easily" is unclear - does it mean that Lawinfo.com makes changessoon after you e-mail them in, or that they have a procedure in place toenable site owners to do it themselves? While this question is undoubtedlyanswered elsewhere on the site, it can usefully be clarified within atestimonial like this as well. Next, what is meant by "provides goodservice"? I don't think the "Sincerely" is necessary. Finally, alltestimonials should have quotation marks around them to make it explicitthat these are the customer's exact words.AFTER:"Rudy, Exelrod & Zieff LLP has been very pleased with results of itswebsite developed through Lawinfo.com. Because our firm is easily locatablethrough the major search engines, we now have more than thirty new clientsa month that we would not otherwise have. Additionally, Lawinfo.com postsour e-mailed website modifications within a day, is always up and runningand resolves billing issues promptly."- Alan Exelrod, Rudy, Exelrod & Zieff LLP, www.reztlaw.com2. BEFORE:"Kidspiration is fun! Students will think they are playing while they areengaged in language development, concept building, and acquiring a varietyof learning skills such as classification and sight word knowledge." -Renee Schorr, Early Childhood Teacher, Winship Elementary School, Brighton,MAPROBLEMS:All nine quotes on this site use "will" or present tense, referring topredictions or guesses about results. Not one testimonial talks aboutreal-life, classroom-tested results. Overall, this conveys a strong sensethat the product has neither been released nor tested in actual classrooms.Poking around on the site, I learned that is absolutely untrue. The sitethus needs to go back to its testimonial writers for real observations orget new quotes from those who have seen the product in action.AFTER:"Kidspiration is fun! Students in my classroom believe they are playingwhile they are engaged in language development, concept building, andacquiring a variety of learning skills such as classification and sightword knowledge." - Renee Schorr, Early Childhood Teacher, WinshipElementary School, Brighton, MA Article Tags: Exelrod Zieff
Stronger,Clearer,Testimonial,L