Just because you received a great customer testimonial doesn’t mean you should be using it forever to promote your business.
Sometimes a testimonial becomes stale because circumstances have changed.
For example, the claims the customer made in the testimonial are no longer true.
Or the product/service you sold the customer is no longer effective because of new technology or some other intervening factor.
Now if a testimonial becomes stale, it could become a fraudulent or deceptive marketing practice to continue using it.
So, what’s the solution?
Review your customer testimonials at least once a year to see if they’re still fresh or have gotten stale.
If there is something wrong, the first thing to decide is whether the testimonial can be salvaged by updating it.
Of course, if this is the case, contact the customer and ask them to modify the testimonial so that it’s accurate today.
Naturally, if you can’t salvage the testimonial, you’ll want to get rid of it. If feasible, request that the customer provide a new testimonial and explain why it’s necessary to replace the old one.
Customer testimonials is just one of many issues analyzed by Internet Business Lawyer Mike Young when he performs a website legal compliance review to help protect clients from civil lawsuits and government investigations.
