Consumers today are wary of all kind of marketing messages, says Lisa LaMotta, so rather than throw your customer
testimonials out there as though they were blurbs on a book jacket, try taking the long-form approach. Full-out case studies are likely to be more effective than a simple quote, no matter how many
flattering words and exclamation points it includes. Indeed, case studies that openly share challenges met and overcome along the way are likely to resonate better with potential customers.
Farming out this service can cost between $800 and $2,000 for a single study. But done right, it could be worth every penny.