10 Tips for Creating Testimonials that are Compelling and Useful
One of the best ways to promote your business is with compelling end-user testimonials. These third-party marketing touches can speak volumes. So the successful use of a testimonial can be one of your strongest marketing assets. Ask for them and use them often—keep them fresh on your website and populate them on your emails and social media sites. Here are some tips that will assist you on creating compelling testimonials, which will help your business get traction.
- Define what testimonials you need specifically to your business
What are your objectives regarding the testimonials? Who are you trying to reach, and more importantly, influence? What are you trying to get the reader of the testimonial to do? What is your desired outcome?
- Begin by asking every one of your customers for a testimonial
It is important to have different testimonials for various aspects of your business. Make sure that the testimonials are reflective of the values of your readers, clients or prospective clients.
- Explain the usage of the testimonials to your clients
It is imperative to ease your client and increase their comfort level with what you are doing. Let the client providing the testimonial understand what you are trying to convey to the prospective audience or reader.
- Offer help in the creation of the testimonial
Place less on your client by offering to help write the testimonial, perhaps for a given scenario you could have various templates of testimonials that you can forward to your client. Templates, interviews, and brief discussions help ease the burden of writing a testimonial.
- Be specific
The most effective communication are those that are specific. People as a rule discount any testimonials that are unsubstantiated. Achievements, value and unique product offerings and services are great ties to a compelling testimonial.
- Attempt to quantify value
Measurement. How many? How much? How many new clients? How much revenue? How much did employee retention improve? How many qualified buyers attended their trade show? Numbers matter, again, be sure to substantiate the numbers.
- Brevity is the key
There are third-party endorsements, references, cases studies and testimonials, of these, testimonials are the shortest.
- Include contact s information
Anonymous testimonials do not pack a punch with the reader. Look at the source first and assess the relevance and credibility. Without this information, many will discount the testimonials.
- Placement is Key
Testimonials bolster your credibility, so place them where your readers will see them: social media sites, your website, one-sheets and on your email signature.
- Solicit help when needed
If you lack strong writing skills solicit someone's help that can provide this service. Ask for examples of past work and look to those that have done a great job with their testimonials
Remember good testimonials are an excellent marketing touch-point—one that can help or hinder the progress of your business. Use these points as a guideline to assist in getting the very best testimonials possible from every client, and also remember to ask every client for a testimonial. More times than not they are willing to help, but you need to ask.
Cliff Quicksell, MAS
Exclusive Sales and Marketing Consultant