Your Brag Book is ideal to build credibility with potential clients and every business needs to have one. A Brag Book is a collection of testimonial letters, awards, commendations and media coverage. It may include photographs of your work or before & after pictures of the services you provide. A Brag Book is ideal to build credibility with potential clients.

To develop your Brag Book you need to request letters from your most satisfied customers. This should be an ongoing practice as up-to-date letters are important to reflect your current quality of service or product. Always include letters from your past in your Brag Book to show your history. Do not ask for a letter of reference; use the word ‘evaluation’ instead. By calling it an evaluation, you let the writer know that you welcome all comments - both positive and negative.

If you are having difficulty obtaining these letters you also have the option of phoning your clients. Acknowledge that they are very busy but that you value their input and ask if they would consider allowing you to interview them. Ask questions pertaining to their experience in using your services or purchasing your products. Use their answers to draft a letter and send it to the client for editing or approval. Request that the client print it onto their corporate letterhead and sign it. Whenever possible set a date to pick up the letter and drop off a thank you gift or follow-up with a phone call and send the gift. It is always good manners to give a little thank you gift to anyone who does something for you. If you do not make this extra effort, you may never receive the finished letter.

Persevere- although these letters are not always easy to obtain they are invaluable marketing tools and worth the effort!

Getting your customers to work for you through testimonials is a very cost effective way to increase your business.

Brag Books may be part of your face-to-face client presentation and can be displayed at your place of business. As well, copies of the testimonials can be included with written proposals. Excerpts can be used in brochures, newsletters, advertising, and on your website.

Written by Lori Colborne, President - LSL Marketing Consultants
Lori Colborne is an international speaker, consultant & author of “Innovative Marketing Made Easy!