First of all, it might help to understand the difference between a testimonial and an endorsement letter. Testimonials are generally brief—one or two sentences that you can use on your web site or in your marketing materials. An endorsement letter is more like a reference letter for your business—it can either be focused on your products or services, or on your business as an entity. While endorsement letters are not as readily useable as snippets of testimonials, they do have their place and purpose.
Endorsement letters can be helpful if you work in an industry where you put together proposals for clients and prospects. As a consultant or someone who may have to compete and enter into longer relationships with your clients, including endorsement letters in your proposals can add depth and validity, and give clients some references for your work. They can also come in handy when you are looking to raise capital, garner a loan, or get additional support for your business. You can also include endorsement letters on your web site and individuals can peruse them on their own.
The best way to get endorsement letters is to ask. It can be helpful to have a template available that individuals can use, but you really do want people to use their own words and take the time to write about what they really appreciate in your business. Make sure to get permission from an individual who has written you a letter to use it—you might even want to get a signed release just to make sure that you are free to make use of an endorsement letter in a variety of ways that enhance your business. Additionally, update your endorsement letters periodically—a letter than you’ve been using for several years and that has an “older” date, will lose its punch—people are more likely to be influenced by strong, recently-written endorsement letters.
Also: Watch Out for Double Messages in Your Marketing
Touch Base Regularly With Prospects