Testimonials tell potential customers that you are a good person with whom to do business trustworthy. They let potential buyers know that your product or service fulfills its promise. Testimonials build your reputation and credibility. And they tell them what they needto hear – that you really can solve their problems.
Testimonials are an effective buying trigger because they offer information about your product or service that you just can’t offer yourself. It’s like a personal recommendation, and it’s worth the effort to get quality testimonials and to use them.
How Do You Get More Testimonials?
The best way to get more testimonials is also easy: You ask for them. Are you afraid to ask for testimonials? Many people are. They think that it is pushy or self-serving to ask someone to give a testimonial. Or perhaps they are afraid that the customer will say no. In fact, most customers are happy to give testimonials; they just don’t think to do it. So in order to get more testimonials you will have to ask. Start by asking your happy customers. When someone has just had a good experience with you, they will happily agree to give a testimonial.
Also consider also asking experts in your industry to provide a testimonial. Send them a sample product or offer a service in return for their honest opinion. Expert testimonials and endorsements are very effective because they come from someone people like and respect.
Be Prepared
You work is not finished when someone agrees to give a testimonial. Many people don’t know what to say in a testimonial. They do not know how long it should be or what they should mention and may feel uncomfortable writing in the first place. Consider being prepared with a pre-written testimonial they can use as-is or as a model for their testimonial. If they agree that they stand behind the information, they just need to provide a signature and a link.
An alternative is to write down the nice things they said about you, then polish them a bit to tighten up the wording and make them read well. Provide a copy to them for review and get them to sign off on the testimonial, verifying that it represents their opinion.
Ask the customer how they wish to be identified. The best testimonials include the full name of the customer, and some identifying information such as their company name and title (for business customers) or their city and state for consumers. When the identity of the person giving the testimonial is specific, the testimonial is more credible. This is especially true if the testimonial comes from someone with a major company or someone with a prestigious title.
Keep a copy of the customer testimonial for your files, even if it is only a couple of emails back and forth. Although I have never been questioned about the validity of a customer testimonial, I believe that it is important to have documentation.
How to Use Your Testimonials
There are some key places to position your testimonials. Obviously, you will want testimonials on your sales page. The testimonials will serve to support a prospect’s buying decision. Testimonials can also be used effectively on your home page or even your “About” page. Customer quotes can be effective when used in press releases, so you may want to use a full or partial testimonial in your next press release. You can also use them in your newsletter and and emails. You might even havea page on your website strictly for testimonials. Place the strongest and most compelling testimonials prominently where they’re sure to be read.
Don’t be shy! Get in the habit of asking for testimonials, then use them in your marketing to attract more customers.
