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WILL THEY TESTIFY?
THE POWER OF THE TESTIMONIAL
Sure, we can sing our own praises. In fact, it's critical that we sell our products, our services, our innumerable qualities, and our unparalleled expertise.
But self-driven accolades will only take us so far. Testimonials from satisfied clients are hands down the best way to gain instant credibility. Often, we Turtles head straight for the testimonial page of a Web site to see what others have said about a product or service we're interested in. Fact is, these people sell FOR you.
Nothing is more convincing or powerful than testimonials. These sound bites can be used in brochures, Web content, newsletters, press materials, and so forth.
Here are some things to keep in mind:
1. Post results-oriented testimonials, if possible. Include numbers, dollar amounts, percentages, awards, etc.
For example:
Blasé testimonial: Ginger Rogers' six-week dance course was very helpful.
Great testimonial: After six weeks in Ginger Rogers' dance school, my husband and I won the state tango competition.
Blasé testimonial: Dollar Bill's e-Bay seminar was fun and interesting.
Great testimonial: Thanks to the easy guidelines and simple strategies I learned in Dollar Bill's e-Bay seminar, I made $5,000 in one week selling stuff online. I'll be quitting my day job soon!
2. Disclose full information on the client, including first and last name; occupation or company name; city and state; and Web site address (if applicable). Post a photo, too, which will make your clients REAL to your readers.
If you use initials or just a first name, the testimonial may be deemed a fake. We've all seen those questionable ads in back of magazines with testimonials like: "The cabbage-soup pills dissolved 100 pounds of my body fat overnight." S.B., Apache Junction, AZ
3. Keep raking 'em in. Change out (or add to) your testimonials frequently. Unfortunately, testimonials don't come unsolicited. You have to bug your clients (nicely) for them. A few pointers:
- Contact satisfied clients/customers by phone or e-mail and ask if they can write up a short testimonial describing their experience with you. BETTER YET, offer to write the testimonial FOR them, then e-mail it to them for approval. (Most people are thrilled with this option.)
- Alternatively you can also send out client-satisfaction questionnaires and include a self-addressed, stamped envelope; entice them to fill it out with an "ethical bribe," such as their name will be entered to win a free meal, etc.
Be sure to ask permission to use clients' names in all printed and Web materials.
Need help with testimonials or other marketing conundrums? Contact the Turtles for a complimentary consultation.
Or, visit our Web
site to learn more about us and our services.
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