How to systematically generate powerful testimonials from your clients
Almost every small business marketer knows that they should gather testimonials to use in their marketing materials.
The problem though is that getting your clients, the ones who know your greatness, to sit down with a blank sheet of paper and crank out a glowing testimonial can be a bit of a chore. It isn't that they don't want to do it, it's just that there are other priorities calling to them as well.
I accidentally stumbled on a way to get clients to systematically write testimonials. And, I found that this method actually produced far better, results oriented, copy than anything I had done in the past.
Here's the system.
Occasionally, when you are presenting your wares to a prospect, include a page that simply lists four or five references for contact instead of your traditional glowing testimonial page. Urge your prospect to contact each for more information on how you or your product performs. (I've even gone as far as writing a list of suggested questions they might ask the reference - it helps them focus on benefits) In some cases your prospect may request this anyway.
What I have found is that when your current client is contacted for information (often by email these days) they will generally and immediately feel compelled to put in writing what amounts to a well-written testimonial. The key here is that, when approached by another business, they will write as they are speaking to a prospect. The copy will almost always be over the top selling you and in the perfect voice for you to re-use as a testimonial. (When a client writes a testimonial in the traditional way they often write is as though they are speaking to you. Many times this doesn't have the same marketing pop to it.)
Now here is where the fun part comes in. What I have also found is that quite often your existing clients will copy you on the communication they sent to the prospect. Bingo, instant testimonial, written exactly as you need it for your marketing materials.
Actually, using this strategy can be even stronger than just printing written testimonials as it involves your current clients in the active process of marketing and has the tendency to resell them on their decision to do business with you as well.
The only caution is that you spread the love around to as many of your clients as you can so that no one group of clients becomes burdened in the process.
Here is an example of a testimonial that was gathered by way of this route. Note the focus on problem solving for the client and not so much on my expertise. I think this makes a crucial difference.
"We have used John Jantsch for the last couple of years. He was our first ever marketing - public relations person. He helped from the ground floor up - helped us identify who we are, what kind of clients we should go after, how to get after them, how to market as a small business. We meet every two weeks for an hour & a half to work on strategy, etc. We have come up with several strategies that we have and are working on to obtain clients from our existing client base, from our network and those people who don't know us yet. We are doing a lot with the internet and our web-site.
Is it working, we've had overall favorable response from our clients and others. We have obtained numerous public relations pieces.
Bottom line for me is I'm/we're not advertising, marketing or public relations people. We need someone that knows small business marketing. We need someone we can work with and trust. we need someone who has good ideas. I/We think we have that in John. I know that our image has been greatly enhanced by John and his ideas."
David Imhoff/Keith Heil - Cornerstone360.com
Bonus Ideas:
Get some more mileage from your testimonials
Compile your testimonials and send them to your existing clients and inform them that they should use this tool as a way to introduce and refer you to potential clients if they wish.
Here is what I have found happens when you do this. Your existing clients are resold on your value. Your existing clients want to add their testimonial to the list. You get to have a positive message about your firm spread by someone else with an implied, third- party endorsement attached.
Picture This - Prove your testimonial with photos
Jake Schloegel of SchloegelDesignRemodelshows off a roll of Duct Tape Marketing
Instead of simply listing your clients and telling about the results you have delivered, take a photo of every one of your clients using your product, meeting with you, doing something goofy involving your name brand.
The power behind this technique is incredible. Suddenly, you can offer tons of proof that people are happy with your company. Talk about an easy way to get testimonials. Hey, they wouldn't let you take their picture if they didn't like you, right. When someone asks you for references just drop your photo album on the desk and let them browse through the smiling pictures of real people
Your potential clients can see that you do business with people just like them.
Here's a fun idea. Hold a contest and see which one of your clients can take a picture of themselves by an obvious vacation landmark holding your product or wearing a hat with your logo. Then take all of the photos and put them on your website. Don't forget the PR opportunities for this one. |
