Tips on using testimonials in your catalog.

By Glenda Shasho Jones

2. Use a response device. In your outgoing packages, put comment cards or survey forms that encourage buyers to share their thoughts. This is an easy way to get a thoughtful quote from someone who just had a great shopping experience with your company.

3. Set up customer panels. At Montgomery Ward, Neil used a product review panel that provided free samples to participants. “They were excited about getting quality products for free and about giving their opinions,” he recalls.