Let Testimonials Sell For You
Who doesn’t like to receive positive feedback from customers? Hearing for instance, “The website you developed gives us a tremendous professional presence. It’s exactly what we’d hoped for” can give you a tremendous boost and let you know you’re serving your customers well.
Testimonials can also help build relationships with existing customers. Marketing Management magazine reported on a recent study that concluded consumers might strengthen their positive attitudes toward a brand through the act of writing testimonials. I agree: when I’ve run testimonials programs for my clients, their customers are usually pleased and honored that they have been asked for feedback.
I’ve developed testimonial programs for many different clients and offer these tips if you want to use this tactic to enhance your marketing:
Use their words
Customers can use different words than you do when they talk about your products or services. Testimonials will be more authentic if you resist the impulse to over-edit what you get from customers so that it sounds “right” to your ears.
Build on casual feedback
Some of the best testimonials can be built by expanding on unsolicited comments you get via email. For example, an IT consulting client of mine received an email that said, “You saved the day!” After interviewing the customer, we expanded on that comment to develop a testimonial that showed how and why my client was so effective.
For examples of testimonials, see ours and the ones we developed for our client KRS CPAs and stay tuned for our next blog we will share three more tips for using this tactic!
Learn more about the successful marketing campaigns we’ve run for our clients. Download the AM case studies.