Why does using a patient's full name, age, and occupation strengthen their testimonial? Because specifics make the testimonial real and verifiable. 'John was happy with his implants' is vague enough that prospects discount it. 'Gary Gallow, 63, chiropractor on Whidbey Island, says he stopped having toothaches after thirty years and now sleeps better, eats better, and feels happier' is specific enough to feel like a real person. Specificity defeats the prospect's instinct to wave testimonials off as marketing copy. The full name, age, location, and occupation give the testimonial credibility because they could be verified. Patients are usually willing to share [...]