• Forbes, Wednesday, May 28, 2008 10:15 AM

Customer testimonials are a tried-and-true method for promoting your company. Surely potential customers take notice when those you've served in the past are eager to step up and recommend your company, right? Maybe, but there are right and wrong ways to do it.

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.

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