Employ the Praise

What to Include

Next, decide what information to include. “Names give credibility” says Becky Jewett, president of Norm Thompson catalogs, which use first name, last initial, city and state.

A few catalogers use photographs of customers with their testimonials. If you’ve got a great photo, using it can be the highest level of confirmation you can give your readers that a real person offered the kind words. (Caveat: The photography quality may not be up to your usual publication standards.)