I'm discussing the best ways to collect testimonials. Tactics for effective testimonials include avoiding incentives that offer monetary rewards, guiding customers with specific questions, and focusing on quality over quantity. Video testimonials, while valuable, should ideally be filmed in relevant settings and show real results. For e-commerce, external review platforms like Trustpilot are beneficial, but I prefer controlling testimonial presentations. Finally, using social media contests to gather authentic customer reviews can be a powerful strategy.