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How to Get Testimonials

Of course, you can just ask your customers for them, but there are better ways to go about it.

1. Offer a "pre-release" version of your product to a number of people with the understanding it's not the final version and you're looking for feedback. The feedback can help you find problems so you can clean them up before the release; and if it's a good product, it can gain you some good, positive feedback. Ask those who gave you feedback that would make a good testimonial for permission to use their words.
2. Another way is to survey your paying customers after they've had a few days to try your product. Ask specific questions to get feedback related to certain aspects of your product that you want to highlight. Again, you'll probably get a mixture of comments that will help you improve the product and comments that would make good testimonials.
3. A third way, one that works well, is to reward your best customers with a reward copy for the previous patronage. They may write you back saying what a great product it is, but if they haven't after several days you could write to them and ask what they think of it.
4. A final way is similar to getting product reviews. Contact influencers and marketers in your niche and offer a courtesy copy, explaining what the product is and that you'd like to get their feedback. Don't just explain the features, talk about the benefits. Don't be afraid to contact the top dogs. You never know who will respond positively, and the bigger the dog the more it can help.

The people thinking of buying your product are concerned about the quality of it and whether it will help them, plus some may be concerned if you're a legitimate business. Using real people who offer positive feedback tells them what they want to know and helps you to make sales.

Not all testimonials are created equal. For tips on writing a good testimonial, see Smart Business. Understanding how to write a good testimonial can help you refine your feedback and poll queries to maximize the value of the testimonials you receive.

In many countries, including the United States, you're also required to disclose if the person giving the testimonial has a prior relationship with you (such as a relative or business partner), and if they have received compensation for their testimonial (including a free review copy of your product) and other facts that might bias their opinion. [ PDF: FTC Guidelines ]

Also, in most countries you are required by law to keep a copy of the testimonials you receive and the contact information of the person giving the testimonial.