You are about to participate in a study and don’t worry, this won’t hurt a bit. Really.

When thinking about testimonials I have often wondered what creates a powerful and effective testimonial. I have my theories about this, but I am going to keep those to myself until the results come in. Those of you who sign up for our twice monthly newsletter by entering your email in the below form will also be entered into a drawing for a $25 Starbucks gift card. 2 weeks after posting this article, I will post the results of the study and the winner of the $25 Starbucks gift card.

Now, there are a total of four testimonials (3 text and 1 video) below for four different B2B service companies that provide the same service at the same price. Read or watch the testimonial, then using the below form, give it a rating of 1-10 (10 being the best) on how likely your are to work with that company. At the end of the form you will also choose which company you would use over the the other three. Now, I have removed the company names and the service type from the testimonials to make sure that brand recognition, etc don’t affect your decision. Ready, set and go!

 Company A

“I probably spoke to about 5 different companies before deciding on Company A. It’s challenging finding skilled reliable people to do this service so I wanted to be confident that I found the right team. As expected, they delivered everything I was looking for and on time. We definitely plan on using them again in the future!”

– Happy Customer

Company B


 Company C

“Company C took on the task of pulling together a product for an upcoming event and did it with integrity. When (my) travel plans got messed up, they readily took over the whole process for me. My clients gave very positive feedback from their experience talking with them and I saw the same too as we talked through our plans. The resulting product was something we were all proud of. I’ll hire Company C again next time I need similar services, I didn’t have to worry about a thing through the whole process.”

– Happy Customer

 Company D

Company D did an amazing job bringing to life my vision for the product.  Company D and their team carefully listened to my ideas and gently suggested alternatives.  They was very responsive to alterations and patient during the creation process.  The synergy created a fantastic and powerful product that exceeded my original vision.  I highly recommend that you consider working with Company D on your next project.

-Happy Customer

Time to vote!


Thanks for participating and if you have any comments about what you think makes a great testimonial, feel free to leave a comment below!


  1. Mr. H.

    Hi Corey,

    The reason I gave the text testimonials fairly low marks was because of grammatical errors. 🙂 C and D had fairly large errors, while A was smaller.

    The video from B was nice, with the actor portraying a good feeling towards the product. However, I didn’t care for the background. It didn’t give me confidence in the overall message.

    Video definitely presents a better message than text. My score would have easily gone to a 9 if the background was a little more interesting.

    We’ll keep praying that our Heavenly Father will greatly grow your business ventures!

    In Christ,

    Mr. H.

  2. Video Whisperer

    I voted least on each, but want to explain why. The common denominator to all (in my opinion) was ‘marketing speak’. People don’t talk like that. They talk like that when they think it’s what you want to hear, even if it’s mainly sincere. This was even betrayed in the video one where he was obviously asked ‘what was your favorite part about…’. These are questions that are asking for a positive outcome. It’s much better to interview someone without all the preconceived marketing ideas and find out what they really think. If it really was a good experience and if it’s a friendly, normal human conversation (rather than a formal ‘interview’) you’ll more likely get heartfelt, sincere responses that the eventual audience will recognize as such. They’ll always see through scripted, or cajoled marketing-speak, and for me, that knocks it way down in believability. On the other hand, I can tell when they really truly believe what they are saying and that carries a lot more weight. It’s easy to cheer when you think you’ve ‘got all the right words’ as a videographer or marketer and blind yourself to the actual value or believability in the eyes of the intended audience or public.

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