I count my outstanding testimonials as one
of my top 3 business assets (sharing company with my database and
my creativity). So, it pains me to see business owners sprinkle
a few weak, waste-of-space quotes like "You were great to work
with! A real treat and I would hire you again" on their website
and in their marketing packet.
The power testimonials have to convince a client
to hire you is truly awe inspiring. A "marketing driven"
testimonial clearly demonstrates a client's problem, solution, and
end result from working with you or buying your product.
Think of them as a mini-story, complete with a central
character (your client), a riveting dilemma (their terrible situation
before they hired you), and the happy ending (the great results you
delivered and they are now enjoying).
Here are 5 tips for easily capturing marketing-driven
testimonials:
Tip #1 Let your client know at the START of your
relationship that you'll ask for a testimonial
You can casually mention this in conversation, or include it in your
client agreement. All you need to say is something like this, "I
know we're going to achieve great results together! As we do, I'm
going to ask if I can quote you or if you can write a testimonial
for me. Is that okay with you?"
Tip #2 Take advantage of the honeymoon period for
a glowing endorsement of YOU
The first 30-60 days of working with a client are rosy. They love
you, you love them, they're motivated to make changes and are taking
action. Now it's YOUR turn to take action and ask them to write a
testimonial for you.
Tip #3 Not everyone is a Mark Twain so offer to
supply a draft for their approval
How do you think books get all those glowing, beautifully crafted
testimonials for their cover? Most authors/publishers draft them and
send them on for approval or tweaking. People are more than happy
to help...and often too busy to type up the testimonial you so dearly
want. So, help your client out by offering to send a draft for their
modification and/or approval. They will be thrilled and much more
likely to get it done quickly for you!
Tip #4 Steer in the direction of results, not just
how much they like you
We know your clients love you but what really makes an impression
on your Almost-Client (which is who the testimonial is for, right?!)
is did you get results? When you first start working with a client
make a note describing their circumstances and issues. Use this as
a comparison in their testimonial to show how far they've come.
Tip #5 A good tale is always interesting to read,
even if it seems long
It's tough to convey everything you want in one or two sentences so
let your testimonials read like a mini-story.
You can see marketing-driven testimonials in action,
here on my HorseWise
Brilliance Unbridled VIP Signature Branding and Marketing program
page. They're strategically sprinkled throughout the page to emphasize
the copy right above or below them. You'll notice that most also include
a photo to personalize the story you're reading and bring it to life.
Aim for one or more fresh testimonials every month
and you'll soon have an enviable collection that adds significant
power to your marketing!
