The fact is testimonials are an important part of any company’s marketing mix.
The problem is, while most businesses have a list of satisfied clients, few take the time to regularly ASK for a testimonial from their customer.
This is a mistake.
Here’s a common scenario.
You’re working with a client, they’re thrilled with your work and are experiencing some tangible benefits.
They verbally tell you they are very happy with what you’ve helped them achieve.
They paid the money and you delivered the value. Everyone is satisfied and walks away from the arrangement feeling very happy! A true WIN:WIN.
That’s awesome – but here’s the problem.
The only people (at this point) who know how awesome you are, and the results you helped produce, are you and the client.
As a marketer, you need to be able to amplify your results and the best way to do that is not by you blowing your own trumpet. You want your client to blow it for you.
That means we need to ask our satisfied client to provide a testimonial, but you don’t want just any old testimonial. You want a very specific type of testimonial and I’m going to show you exactly how to get it.
Clearly the first step to getting a testimonial is to ASK for one.
Often business owners don’t seek testimonials; they wait for them to arrive. I’m afraid you’re going to need to be a little more proactive than that.
Often a client will, in conversation, tell you what you’ve done for them and let you know they are very grateful. This is a great opportunity to ASK for that testimonial to be formalised.
There simply is no better time to capture a testimonial than after a client has acknowledged the value you have delivered.
So, if you want to capture some powerful testimonials from your satisfied past or current clients, here’s what you do.
Make a list of 3 to 5 clients who you know would be happy to give you a testimonial.
Call each one of them and say this: “Hi (client), I’m putting together some new marketing materials and I’d love to include your testimonial. Would you be okay if I wrote down what I’ve heard you say and send it to you?” You can feel free to adjust and change it as much as you like.
Write the testimonial for them. Never call a client and simply ask them to write a testimonial for you.
a) They won’t know what to write
b) Don’t give them another task or make it their problem as chances are they’re busy enough.
c) By asking them to write it, they become significantly less likely to ever do it so you are then left with either having to start hassling them for it with constant reminders, or you give up on it because you don’t want to damage the relationship and consequently you miss out on the testimonial.
Send them an email with the testimonial YOU wrote based on their verbal feedback to you.
As long as you don’t put too much mayo on the outcomes you produced, you will likely receive permission from your client to use that testimonial (unchanged) in your marketing, within about 72 hours of sending it to them.
If you get in the habit of asking for testimonials, you can build up a plethora of evidence that highlights and proves the types of results you are able to produce for clients.
Next week I’ll show you how to structure the testimonial to make sure you get exactly what you need.
Until then, start reaching out to your satisfied clients and building up your testimonial evidence base.