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This is how you make testimonials that sell. Step one: we all know you shouldn't make the company the hero, but we also DEFINITELY shouldn't make it the guide. Because that's just bragging. The customer is the hero, the person who actually helped them is the guide and the company is simply the one bringing an ode to the story. Tell the story first. Keep the brand at arm's length. And only in the final 10%, once you've touched the heart and the mind is actually open, do you deliver the company's message. Robert McKee said it best: touch the heart and the mind will open. That's the difference between a testimonial that sells and one nobody finishes watching. Filmastery.com