One of my favorite ways to market is to use low-cost strategies for maximum profit. Testimonials are one of the single best marketing strategies you can use to grow your own business. They are effective, powerful, and don't cost you a thing. There are several points to keep in mind, though, when requesting, and using testimonials.
1) Let your customers know right up front. Start every new customer relationship with a brief explanation of how you appreciate testimonials and how they help you serve your customers better. Ask all new customers/clients if they would be willing to provide you a testimonial if they are satisfied with your service.
2) Ask for them. Very often, business owners will take step one, but never take step two. So they have a client who has agreed to provide a testimonial, but the business owner never follows up and asks for the testimonial. It's most effective to ask when your client or customer is especially pleased or satisfied with your service. For example, in my business, I usually ask for testimonials when my client has just overcome an important block, or made a major leap forward.
3) Make it easy. Make it as easy as possible for your customers/clients to provide you the testimonial. Consider having a pre-designed form, or a standard email. You may even want to ask certain questions to help shape the tone or format of what your client shares. For example, if you really want your clients to comment on your "outstanding customer service orientation", you might put a question or two in the form about this area.
4) Write it yourself. Sometimes, clients will agree to provide a testimonial, but never actually do it. In these cases, it's perfectly acceptable to offer to write the testimonial yourself and have the client sign it. Ask the client if you might call him/her for 10-15 minutes and briefly interview about the high points of your business or service. Then write what you hear, and send it to the client for his/her approval.
5) Get permission. It's very important to get your client's permission to use his/her name, city/state, or website address in your own marketing. Most clients will understand that you are obtaining a testimonial for your marketing efforts; I have always found it wise to ask them to sign a brief statement which demonstrates that they have given permission for the information to be used.
6) Offer something in return. Most satisfied clients will give you a strong testimonial without expect anything in return. For myself, I've found that offering a small "thank you". A brief coaching session, a copy of one of my books, a discount on a class or training goes a long way to help the client feel valued and appreciated for his/her extra time and effort.
7) Use the testimonial. Testimonials only work for you if you use them. Put them on your websites, in your product descriptions, in your advertising, on your business cards, in proposals, in presentations - anywhere and everywhere.
Once obtained, a good testimonial can provide you years of marketing "mileage".
8) Collect them for everything you do. Get them from speaking engagements, initial consultations, existing clients, website visitors, people who have purchased a product or attending a training or workshop. The more you ask, the easier it is- and the higher quality the testimonials become.
9) Get copies. Obtain copies on both your letterhead and the clients'/customers letterhead. This way, you can use the same testimonial in many ways. For example, if your client is willing to introduce you to others in his/her network, you might use the testimonial on your client's letterhead. If you are promoting on your own behalf, you might use a listing of testimonials printed on your own letterhead.
10) Use them for market survey/research. Once you collect a series of testimonials, you will be quite surprised at how different customers describe your product or services. You might find, as I have, that there are certain aspects of my business that my customers really value (such as my versatility or kindness or courtesy) which are not, necessarily, attributes I would have selected out as important. Once certain words or phrases kept repeating themselves in the testimonials I received, I have been able to further refine my marketing messages to reflect these particular messages so I am, in fact, "branding" myself, and assuring a continuing flow of "good fit" clients.
Finally, remember that testimonials help prospects decide to buy. Most people are somewhat wary of spending time, effort, or money on your product or service especially if they have never heard of you or your company. You can lower the barrier, somewhat, by using testimonials lavishly, and for the purposes of assisting prospects to know if your product or service is a good match for their needs.
By showcasing various aspects of your business model, you can attract more ideal customers, and be on your way to an even more profitable business. |
