* To give the most credibility, each testimonial should be signed with your client's full name, city and state.

* Don't edit your testimonials to make them sound more "professional". Funnily enough, colloquial language makes them more believable. Sometimes, clients will want to edit their testimonial before they'll give you permission to use it. If possible, try to resist this, because they'll usually try to make themselves sound more "polished", and in the process make their testimonial sound less believable. Unsurprisingly, I've found that attorneys are among the worst at this.

* You can't have too many testimonials! Prospects will zero in on the ones that are most relevant to their unique situation.

* Work from a written list of questions that you develop ahead of time. The list will have different questions for different niches, depending on what aspects of the transaction you want to highlight.

* Use someone you trust (i.e. not you) to gather your testimonials. Clients will talk more freely and you'll get better results.

* For best results, record the conversation and extract written quotes for your clients to review. In many states, you must tell your clients that you are recording the conversation. Check with your attorney. After your clients have reviewed the material, have them sign an agreement stating that they approve the use of their testimonial for marketing purposes.

If you follow these simple guidelines, you'll quickly be able to rack up a slew of powerful testimonials from satisfied clients that will position you as the natural choice in your target market.

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