Word of mouth advertising has stood the test of time and has proven to be a very effective form of promotion, because of the credibility associated with a personal testimonial. The definition of a testimonial is: something given or done as an expression of esteem, admiration, or gratitude.
In today’s economic climate, prospects are much more discerning than ever before. They are spending more time researching goods and services before they make a commitment – and having readily available customer testimonials can be an important factor in their decision making process.
Have you done a good job for your customers in the past but don’t know where to begin when it comes to collecting effective testimonials? Below are some helpful hints to get you started and on your way to collecting compelling testimonials and effectively incorporating them into your marketing materials.
- Determine what you do best – focus on your business strengths and points of difference. Create a list of the types of testimonials you need to collect to best support your existing marketing efforts.
- Don’t forget to ask – when wrapping up a project or finalizing a sale, add a short questionnaire to your process. The information you collect will prove to be valuable in other areas of your business as well, like improving customer service.
- Make it easy – create a series of specific yes and no questions. Pair them with a place to collect direct quotes, which best capture the customer’s experience.
- Keep it short, sweet, and specific – just the facts. Keeping the message simple makes it easier to understand and more credible. Including specific examples and quantifying amounts also lend to this process.
- Include their name, picture, and company (if applicable) to create a stronger emotional connection. People relate to people.
- Let them know how you will make them a star – always prepare your customer for how and where you will be using their testimonial. Create a form that gives you the legal rights to use a customer’s testimonial, ensuring you have their written permission to use it.
- Place your testimonials where prospects will easily locate them – and in multiple places. They can be housed in a section of the website specifically for testimonials, but also included throughout marketing materials, social networks, annual reports, and sales letters. Update them periodically. Keep it fresh. Keep it real.
With a good plan in place for collecting those words of praise and a little effort in communicating them effectively, you are well on your way to realizing the benefits of tooting your horn. Happy gathering!
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