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You have some satisfied, even delighted, customers. People you’ve saved money with great equipment rental solutions, made look good at their job, and provided service that kept them on time and on budget with projects. Invite them to tell others about it — their own words.

Securing effective customer testimonials for your direct mailings, website, social media postings or other marketing vehicles is as easy as:

1. Identifying customers who would be good candidates for the job. If they’re happy customers, you’re halfway home. If they’re also comfortable with clearly communicating that happiness (even with a video camera pointed at them), you have a winner.

2. Asking the customer if they are willing to provide a testimonial. If they agree, let them provide it in their own words, but feel free to point their comments toward business strengths you wish to promote (e.g., “Could you talk about the time we brought you additional equipment at 10 p.m.?).

Their willingness to offer their testimonial should be documented with a signed and dated testimonial release form that clearly spells out your usage rights for their words and image (such as a head and shoulders photo), that they have authority or permission to speak on behalf of their company, any compensation (or none) to be given for the testimonial, etc. An online search for testimonial or talent release forms will connect you to many form options that are easy to customize for your needs.

3. Putting effort into obtaining the best customer photo(s) you can. Ditto if you’re having video footage shot of the testimonial. It will make both your business and your valued customer look more professional.

With the high-quality images and footage today’s smartphones can yield, you don’t have to spend a lot of money on a professional photographer.

Easily obtained, customer testimonials can add a powerful credibility to your marketing mix. A bonus: Most customers will be honored that you asked them to speak on your behalf and realize how much you value them and their business.