Acquiring testimonials - Because you really do need them Monday, December 1st, 2008
Testimonials build your credibility like nothing else can. Online this is especially true if you include a photograph, name and contact information like a phone number or web address. Most customers probably won’t follow-up and contact your source. However, the fact that you’ve given them that option makes them feel much more secure.
Make sure that they don’t get lost in the rest of your copy. Mike Capuzzi, a well-known copywriter, recommended in a webinar I recently attended to insert testimonials in a screen box and using a handwritten font to dramatically increase response.
In previous blogs I’ve talked about the best way to get a good testimonial – while they’re hot. If you provide excellent service you’ll get positive feedback and that’s the IDEAL time to get a testimonial from them.
If you haven’t been regularly obtaining testimonials you can always backtrack and contact customers you know are happy with their results. In this case call or email them and ask if they would like to participate.
Give Them a Formula
If they agree send them the following formula to help them get started. (Take a few minutes and personalize this formula for the best results.)
1. Please share any sincere and enthusiastic expressions of the benefits and results you’ve enjoyed from my service/product. What stands out in your mind? How is my service/product different?
2. Before (hiring me or buying my product) what were the biggest challenges or problems you faced?
3. Please share the three or more significant improvements (if you can be specific please include the number of clients/ revenue growth/increased productivity etc.) thanks to (my product or service).
4. (This is completely optional; let me know if you want to include the following line.) If anyone has specific question or wants to know more about the value of your (service or product), please have them call/e-mail me. I’ll be happy to talk to them about it. (List name, company name, e-mail, website and phone.)
People have the best of intentions but are often busy. Tell them that they can jot down their ideas in an informal format and you will edit their testimonial and send it to them for their final approval.
Have you had success getting testimonials? Please post a comment, I’d love to hear your suggestions.
