'Goodwill' has long been recognised on balance sheets as an asset. This is simply another way of saying that your customers will keep purchasing from you. Client (customer, patient, member or even voter - whatever is suitable to your situation) success stories should be recognised as one of the most valuable items in your marketing and communication efforts.
Client testimonials go by many names and there are quite a few species to choose from. Unfortunately they get a bad name from the old time direct marketing pieces that quoted an unidentifiable person making an unbelievable claim. "'Each time I took one of these diet pills I shed 2 kilograms,' Tammy of Sydney."
Let me say clearly that this is an abuse of a fundamentally powerful tool. This abuse should never be tolerated. If your client is not prepared to be identified and stand by their words, don't ever be tempted to use their name or manufacture quotes from imaginary clients. Readers - and particularly B2B readers - can sense the smell of a fishy story with exceptional skill.
Let's do a quick species survey of testimonials ...
- Success Story: A short narrative that can be written or spoken. Often used by sales people to give examples of how their product is used. Some develop into organisational icons when used by CEOs in communications to team members over a long period.
- Case Study: A more analytical approach to presenting the testimonial information. This often includes summaries of the background, client brief, strategy, actions, cost and results. Clients are usually included through direct quotes. The length is generally one or two pages but can be significantly longer depending on its use.
- Classic Testimonial: A direct quote from a client about the product, service or company. Depending on where it is used, the length can be from one sentence to a dozen paragraphs. The power of the testimonial is amplified if a photo or client logo can be included. Always include their real name and, in an ideal world, their phone number or address for the reader's independent verification. Classic testimonials can be used in almost any marketing communication.
- Audio: Imagine a classic testimonial, but as an audio recording. An audio testimonial can be presented as an interview or edited down to a statement spoken by the client. Audio has the great advantage of reaching anywhere on the globe at any time by telephone recording.
- Video: Just like audio ... but more powerful. You can show how your product or service has benefited your client as they speak about it. Video can be used online as well as on DVD and on laptop PCs in direct selling environments.
Client testimonials are one of the most versatile marketing communication tools you can develop. Their uses are almost endless - press releases, product kits, websites, sales counters, tenders, proposals and direct mail. And all the time adding credibility to your product, service and company.
Image 7 Group suggests that our clients create at least one testimonial for each product, service, and market segment you approach. If you face common objections, craft testimonials that speak to that difficulty as well
In his next article Brad Entwistle discusses how to get your testimonial ready to use.Read Part 2 |
Image 7 Group is a West Australian-based communications agency with a client base that extends throughout Australia, New Zealand, United Kingdom, Asia, USA and South Africa.Put simply, we make businesses and organisations more successful through effective communications and execution of their messages. Our philosophy of business is based on the simple premise that we want to be the most responsible and client-oriented team that you interact with on a daily basis. Underpinning everything that we do is our Values and Vision.
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