Trust is waning among today’s consumers, thanks in part to high-profile fraud cases, and many consumers are turning to others’ reviews of products and service when making purchase decisions. An effective way of garnering prospects’ trust is the use of positive testimonials from past and current clients. According to a recent MarketingProfs article, “Capturing the experiences of your most successful customers not only boosts your credibility but also educates buyers and shows them the payoff of your solutions.”

The following are just a few of the 25 examples the article gives for using testimonials to your company’s advantage:

• Industry-awards submissions: Include full or summarized customer success stories with awards applications.
• On-hold message: Play audio of a customer telling his or her story on your phone’s on-hold message. As callers wait, they’ll learn about the value your company delivers.
• Pitching stories to the media: Make an email or phone pitch to a targeted media contact with a compelling customer success story as the angle.
• Fundraising appeals/grant proposals: Nonprofits can weave success stories into every printed, verbal, or other appeal for support.