Bad Praise

Don’t print a testimonial that praises you for something you don’t want to do.

One of my clients occasionally works miracles for its customers.  When they feel they ought to, my client can pull off a rush job, manage a customer’s disorganized team, and do it all at a rock bottom price.  Sometimes the customer sends an effusive thank you note for the miracle, detailing everything and saying, “feel free to use this as a testimonial.”

My client is smart enough to leave the comments off their website.   That’s not the kind of business they want to attract.  So why would they want to advertise that they do it?

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