Testimonials put real customers in the ad. A person describes a problem, explains how the product helped, and recommends it. The format borrows trust from the speaker, because audiences believe other customers more than they believe brands.

Authenticity separates strong testimonials from weak ones. Polished actors reading scripts convince no one. Real customers speaking in their own words, with imperfect delivery, land harder.

Common testimonial formats

• Video interviews with customers
• Written quotes in print and web ads
• Star ratings and review excerpts
• Before-and-after stories

Regulators watch testimonials closely. Claims made in them must be truthful and typical. A result that only one customer achieved cannot be presented as normal.