|
|
|
How You Can Use Testimonials in Your Marketing
It’s generally accepted that
word-of-mouth is the best form of advertising. If someone whose opinion
you value recommends a product to you chances are pretty good that
you’ll be inclined to give it a try.
Other forms of promotion don’t have nearly the same level of acceptance.
Every advertisement positions its product as the one you should purchase
and logic tells us this just isn’t so. What can a marketer use to cut
through the hype?
The testimonial is really a variation on word-of-mouth promotion. When
we see an advertisement with a movie star flashing impossibly white
teeth to sell toothpaste our minds make the connection between someone
we know – the star, and acquiring those teeth by using the brand
advertised.
The testimonial also lets
someone other than yourself tell people how good you are. It’s
not you extolling your worth to prospective clients – that’s to be
expected; it’s someone who’s a client just like them saying they’ve used
you and been satisfied with the outcome.
Think About How it Will be Used
Before you start asking all your favorite clients to give you a
testimonial saying how good you are think about how you want to use
their words of approval. Is it in advertising? Is it in a piece of
printed literature? Is it a live statement on radio? Each of these forms
of testimonial has its own special requirements.
If there’s a photograph in the advertisement next to the testimonial the
person had better be at least moderately attractive. The testimonial
should also be brief and direct.
This also applies to the use of testimonials on websites. A brief
statement and a photograph will do the job – if they’re both carefully
chosen.
In a piece of print literature you usually have a bit more space so a
longer testimonial can be used. This is where a letter expressing
satisfaction is often reproduced.
On radio the testimonial has to come from somebody who sounds authentic
but has a voice that won’t grate on the eardrums. Be sure they introduce
and qualify themselves before giving you their recommendation.
Some users of direct mail even include complete copies of customer
letters in their mailings, printed on different types of stationery so
they look authentic. So consider where your testimonial will go before
you start asking for it.
Having decided where the testimonial is to go, you’re now ready to ask
for your satisfied clients to say something about you that will impress
others. Remember that a testimonial if a favor somebody gives you so if
you ask for one they’ll expect you to use it.
Ask for the Kind of Testimonial you Need
People who give you a testimonial are subconsciously establishing a bond
with you and your firm. They might expect some sort of favor in return
(and you’d be sensible if you anticipated this and came up with a
suitable reward for their help) but even more important is the feelings
of loyalty they’ll receive.
One of the best ways to source a testimonial is from a client who gives
you an unprompted compliment. When this happens ask politely if they’d
be willing to put that in writing because it would be very helpful to
your business. Most will say ‘yes’ and give you the reference.
If feasible, ask your client to refer to the particular service you
provided that pleased them so much. In this way you can build up a
‘bank’ of testimonials that cover any and all areas of your practice.
The best kind of testimonial combines a general statement of
satisfaction with a specific reference highlighting your special areas
of expertise.
A good testimonial will generate empathy in those whom you’re hoping
will join your client base. One way to approach it is to ask the person
giving the testimonial to refer to their experiences before they started
using your firm – how you’ve outperformed the competition and acquired
their loyalty.
Another thing to elicit if applicable is the person’s qualifications –
“As owner of a manufacturing business with 200 employees…” sounds like a
person who would want the best in professional services and only be
satisfied if they were getting it from your firm.
Save all written testimonials. Over a period of time they can build up
to quite an impressive collection. Save them in a booklet with clear
plastic sleeves; you can even consider framing some of the very best
ones and putting them in your office.
Finally, when you do receive a testimonial be sure the person who gives
it to you understands how it will be used and gives you their permission
to use it in that way. When you do get the final brochure or a copy of
the advertisement send it to them with your thanks in writing.
Testimonials cut through the
skepticism of the marketplace and give your communications the status of
near-objectivity. Used wisely they will be among your most powerful
marketing tools.
|
|
