Know-How Exchange : Strategy

In general, I'd suggest including full name, title, and company for the testimonial. It makes it feel more truthful to the reader.

However, if you're concerned about your competitors using your testimonials for their advantage, then why not simply include the company's name, logo (with a link back to their website), and the testimonial. Ultimately, people looking through your testimonials are simply performing due diligence - and showing the range of companies you've helped (and perhaps examples of your work for them) - will likely be more than sufficient.

Hi

I would personally believe a testimonial with a full name over one that just has a first name or just a last name.

If you worry your competitors might poach these clients, just include their full name and the industry they are in (no mention of the specific company).

The more information you provide, the stronger the testimonial will be for potential customers who read your brochure. Full name, title, and company is about the level aimed at, as it reassures the reader that this is a real person who could be contacted (but likely won't be). But often the reference isn't comfortable with this level, or maybe their company rules won't allow it, so listing less is all that can be done.

In my experience, I haven't heard of references being called and sold to by competitors, but guess it could be an issue. So you need to decide how much you are willing to reduce the strength of references in exchange for protecting these customers from being called on by competitors.

IMHO - if it was me and I had permission to publish full name, title, and company, I would. I would then give these customers who I got references from above and beyond service to make sure they stayed loyal to us. If needed, do things that reduce your profit margin with them to ensure they are kept more than happy. Added bonus to doing this - if someone does call them as a reference, that potential customer will hear only good things.

I would definitely include full information. Trust me, if you think your competition hasn't already contacted the companies you have testimonials from, you are wrong.

I agree with Peter, taking care of your customers is the BEST way to keep them from being poached. We do a LOT of printing, and are constantly being wooed by new printers offering the world. Dollars mattter, but so do relationships.

I feel the company name is extremely important, i would not include just a name and title without a company, nor would I just include a company. Don't water down your message and strength because you are afraid of potential competition. Your brochure should be the strongest marketing piece you can create.