How to Use Testimonials
ONE: Use them in your advertisements:
Featuring at least one testimonial in your ads will help get the phone ringing. If you ad is selling a product “off the page” and you are running a large ad, it makes sense to use as many testimonials as possible.
Testimonials are especially powerful in seminar ads when you’re wanting to get people along to a free seminar. People tend to NOT value things they receive for free so when you feature testimonials in a seminar ad it shows people that the event is well worth attending.
TWO: Run Testimonial Ads
You would have seen weight loss ads with before and after pictures of people. The headlines of those ads often say something like “I lost 53 kg in 43 weeks without dieting… here’s how”.
Then the ad goes on to share their story. These types of ads can be very, very powerful in generating sales. And that’s the very reason why they’re used time and time again in the weight loss industry.
If you have a product or service that delivers remarkable, visual before and after results, one of the best things you can do is to feature before and after photos of the customer as well as the testimonial. After all, what better evidence is there that the product works?
THREE: A Wall of Fame
Feature testimonials with a smiling photo of a customer in a frame and place it on the wall in your foyer. Imagine having a sea of happy customer faces greeting everyone who walks in. It certainly create a good impression with customers and has a great effect on team morale as well.
You can also use testimonials…
- At the back and scattered throughout sales proposals
- In the “testimonials” section of your website
- in a “Brag Book” on your coffee table in the client waiting area
- feature one at the bottom of your email signature field
- feature one in your e-newsletters
- in all direct mail
- in all other marketing collateral
How to Gather Testimonials
Some people are reluctant to actively go and ask for testimonials from customers because they feat they’re imposing or they are afraid of what they might hear.
In reality, you’ll find that a large number of your clients would be thrilled to comment on the experience they’ve had doing business with you, the value they’ve received, what they like about your company and so on. Having said that, there’s an effective and not-so-effective way to go about it.
If you were to ask customers to sit down and write a testimonial letter to you, chances are the following will happen:
- Your customers are just as busy as you are. With that, it’s often an inconvenience sitting down and trying to think of what to write in a testimonial. That means you end up waiting a long time or not at all for the testimonial.
- When they do write a testimonial for you it may or may not be written in a format that is very effective in terms of marketing power. You see, it will probably be written in a rather formal way because that’s generally how people express themselves on paper. However, this formal way of writing is not necessarily the most persuasive.
Here is a much better way… Ask for testimonials verbally.
Call your customers and ask them to let you know what their experiences were like dealing with your company as well as your products. When you ask for their verbal comments, they’re much more likely to express themselves naturally and casually.
From there you may like to place the following pieces of information at the bottom of the testimonial to back it up:
- Full Name
- Job Title
- Company Name
And if you can get a photograph of the client and feature that, it will add even more credibility to the testimonial. If potential customers can see a face alongside the testimonial, they are much more likely to believe that the testimony is valid and real.