Testimonials are a powerful tool you can use to gain credibility, trust and generate more business. But, don’t forget that there are FTC guidelines regarding testimonials.

These testimonials must reflect typical experiences of your customers unless you state otherwise clearly in your ad or Web site. You also cannot publish a testimonial that can’t be substantiated. You also must make it clear that you did not pay to obtain a testimonial. Read more information on the FTC rules regarding the use of endorsements and testimonials in advertising.