We read a lot about the value of putting customer comments in your marketing materials. Nothing sells better than the words of a satisfied customer.
Prospects really respond to it.
That is a strategy very few people think of. Giving testimonials in order to get free marketing dawned on me one day when I sent some nice comments to a software company. They put my comments and email address on the front page of their website. Offer testimonials to customers who market their own businesses. Offer testimonials to your suppliers that market.