A testimonial process.

Copyblogger offers a process for managing testimonials, complete with a loose acronym to help you remember it.

Do we love testimonials at Ad Giants? Oh, yes, we do.

There’s some sound advice in the suggestion that testimonials should be in the customers’ own words:

Your customers will say things you could never dream up on your own. Their comments are often quirky and have a ring of truth that few copywriters can match.

One could make the case that if the copywriter could routinely and believably put words in other people’s mouths, he or she instead would be in Hollywood or maybe Washington or a courtroom.

Incidentally, one of my favorite parts of the post is the word “secret” in the title. (Pssst! Not so much of a secret anymore.) We are drawn to secrets like moths to some of my sport jackets.