Testimonials are powerful word of mouth motivators. No copy you could write or ad you could create is as good as honest praise from a happy customer.
Word of mouth marketers know this — but that marketer part can be tempting. We want to edit them, clean them up, and show only the glowing reviews.
But customers can sniff this out. To them, it screams you’re hiding something when all they see is 5-star reviews and raving testimonials. Nobody is perfect, and customers don’t expect you to be.
In the end, it’s more effective (and simply easier) to just let your customers share their honest, unfiltered, and unedited comments.
For a great example, check out the feed of actual customer reviews (typos and all) on the home page of 1-800-GOT-JUNK?:
