Let me urge you right from the start concerning testimonials: they need to be real. Don’t make them up or lie about who is saying it or what they are saying. The worse thing to do is for people to find out that you’re not honest about what you are saying or who is saying it.
Now having said that, let’s look at why you need these testimonials. The major reason is that you want to overwhelm your customers with them, wanting them to see that their lives will be much better with the product or service you offer. Don’t make them too long, but at the same time make sure they are potent. Several sentences at the most should be fine. You only have a few seconds to gain their attention and to convey your message.
Make sure it is quick and that it strikes them hard. Even a little humor may help as it can make people positive when purchasing your offering.
The testimonials should be very exact as to your product or service and specific to the skill of those you are asking to endorse it.
The timing of endorsement is very important also. It works best to request them just before your product is going to go to market. The reason why is that if you are going to use press releases or media kits you will want to print the testimonials on your product or in your ads.
Don’t be afraid to use numerous testimonials as the repeating of the product in the testimonials adds to its credibility as it has been discovered that people need to hear the name of your product a minimum of seven times before there is trust and familiarity enough to want to buy it.