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Testimonials and References

When you make a purchase decision, what is the one thing, more than anything else, that gives you confidence that the other party can (and will) do what they promise? Yes, statements of work, contracts, and case studies all play a role.  But what about references and testimonials?

References are those conversations that happen just prior to contract signature.  They revolve around two key concepts: verification of expertise, and verification of trustworthiness.

Testimonials, on the other hand, are typically one-or-two paragraph endorsements of general capability.  They play [...]


11 killer copywriting techniques

Here's a question you don't get asked every day: how much do you really know about writing?  And more particularly, the craft of copywriting?  Unless you do this for a living or had extensive training , the answer is likely not very much. Yet no matter your particular role or responsibilities, copywriting is an exceptionally important skill: it educates, convinces, connects - and creates impact.       

Here are 11 simple ideas that can help you create that impact:

Voice:  Skip the passive ("Neglected fee payments will cause access to be lost"), and use the active voice: [...]

Viewpoint: the Unintended Consequences of Low Fidelity

It wasn't that many years ago that both people and organizations craved higher and higher fidelity: 7.1 Dolby Digital sound, Ultra High Definition TV screens, and so on. Today though, mobile (and digital) is driving size in the other direction: smaller. 

An unintended consequence, however, is that the fidelity of the user experience has also dramatically shifted downwards:  

Mobile phone operators are cramming ever more signal into the airwaves, resulting in ever-poorer voice quality.Watching video on mobile is also a low-resolution experience: the picture is often both je [...]


Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and