Training Officers

Ahrefs gets people interested in their brand by showing how well it works for others in relevant industries.

If your business is targeted toward young American mothers, your testimonials should be from people who match this audience. If middle-aged Canadian childless men are used, good luck convincing those mothers of your legitimacy.

Drill down on your customer persona. Who are you specifically trying to reach? Make sure it’s crystal clear so you know whom to ask for testimonials.
Ask for testimonials from people within your target market. These people make up the peers of your customer persona (or maybe they even fit the bill of your customer persona) and will attract more people like them because of Implicit Egotism.
Use customer details. Have the client or customer include personal details about themselves that will allow the reader of the testimonial to identify with them.