Sometimes a few choice words say it all. Take the case of the first three verses of the poem shown on the right. A client wrote the poem in praise of Sean and Christopher Murphy, owners of S&C Murphy Contractors, Larchmont, N.Y. The deep appreciation expressed - and the work involved in writing such a tribute - is impressive. Clearly this is not the way clients respond to mediocre performance. Whatever the Murphy brothers did on that job was five star and personally endearing. If I were considering using them for my project, after reading that poem, I'd be a pushover.

For building trust and cementing a buying decision, a testimonial is worth a thousand words. Few of us have clients volunteering to write us four-page odes. But all good companies have happy clients. Next time they praise your work, ask you clients to put it in writing. Tell them, "We'd like to post it on our staff bulletin board and give a copy to the carpenter. We also use letters from satisfied clients to help our buyers feel better about their decision to go with us." Most clients will agree, and perhaps half will follow through. After a year of these requests, you'll have an album of testimonials.

Here are some tips on using the best and most concise of those letters in your marketing and sales:

• Ask for undated letters if possible. They have a longer shelf life.
• Protect the originals in a file. If the letter is on colored stationery, make color copies for a realistic look. If the testimonial is in black and white, have the printer make a photostat of your original and use that copy.
• Look for phrases that give you ammunition against some objections you hear frequently, such as your company's prices. A client may say, "We were worried we might be paying too much, but your service, your personnel, and your professionalism soon proved we had made the right choice." Get this on paper and let the client help you overcome that objection.
• When putting letters in a presentation book, highlight the strongest line in each letter. People don't want to read entire letters, but they will read the words that stand out.
• Show staff the letters you receive. Send a copy home with the carpenter who is praised. Send the subs a note of thanks with the client's letter that mentions them favorably.

Testimonials have a second use, too. Ever get down? Feel like the world is against remodelers and that every client is hard to get along with? Pick up the testimonial album and thumb through it. You'll remember just what wonderful work you do and how many clients endure the difficulties of remodeling in good humor and with appreciation. The Murphy brothers certainly can.