Potential customers are used to ignoring your marketing and advertising. Even if they’re interested in your message, they’re inundated by advertising across all of their devices and are more likely to miss your messages as a result. Even if you are able to cut through the clutter, unless you’re a well-known brand, you may not have built enough trust with your customers for them to buy your products or services. So, how do you break through the clutter and distinguish yourself with a message your potential customers will trust? One of the best ways to build trust with your potential customers is to demonstrate the success you’ve had with your current customers. Testimonials provide the perfect opportunity to showcase your skill in solving unique customer challenges that set you apart from the competition. They allow people to relate to others in similar circumstances, creating a powerful draw toward your brand. However, not all testimonials are created equal. A good testimonial should include the following elements: 1. It makes a distinction between you and your competition Your potential customers need to know why they should choose your business over others who have similar offerings. Try and contrast your business with a comparable product or service that didn’t work so well for your customer. 2. It backs up your advertising message Your testimonials should communicate specific benefits of being a customer of your business. If there are certain claims you make in your advertising, testimonials are a great way to prove your business really can deliver results. 3. It is relatable for your potential customers You should choose testimonial subjects who reflect your customer base. Taking the time to describe your customer and a specific challenge you helped them overcome can go a long way to making them more relatable to your potential customers. Successful testimonials give your potential customers the opportunity to understand how they will benefit from doing business with you, assuage any fears they may have, and help them distinguish you from the competition. Who are testimonials for? Testimonials are good for any business, but you should especially use them if your results are difficult to quantify. If your business sells complex solutions, you will want to consider creating a case study to explain why your product or service is a good investment.