Tips on Getting and
Creating Compelling Customer Testimonials
People do business with people that they know, like
and trust. Testimonials are a way to
show that your company is known, liked and trusted by other people. How can you get truthful, sales-enhancing
testimonials that include all the elements that a top-notch testimonial
requires? All you have to do is ask for
them. More importantly is ‘how’ you ask
for your testimonials. You will be surprised that people are more than willing
to tell you their story or talk about how they like your product if you ask
them in the right way. Here are a few guidelines on what you can do to create great
Step 1: Determine which customers you would like testimonials from.
Step 2: Send
an email explaining what you are doing, how you need their help and the process. Sample email and process:
you for purchasing your “product/service” with “company name”. We know you had several choices from which to
buy your “product/service” and we were flattered and grateful that you chose to
buy from us.
time to time we ask a few of our special customers for their feedback. We often
use this feedback as a testimonial in our marketing material. Would you be willing to provide some feedback?
All you need to do is answer
the following 5 questions and email them back to me (or call if it’s more
convenient). We will then draft two
testimonials for you, for you to review and approve.
- Why did you decide to buy with us?
- How has the product improved your business?
- Were your needs met sufficiently?
- What words would you use to describe our products and services?
- Would you recommend our products and services
you so much for your help and for being a great customer. I look forward to learning what you like
about our products and services, however, I also welcome any suggestions or
specific questions helps you get clearer benefits and comments for your
testimonials. By offering to do the
draft testimonials, you help very busy customers save some time and increase
Step 3: Turn
the answers to the questions into quotes from the buyer and draft two
testimonials. Include the buyer’s name
and title if applicable. Include clearly
defined benefits. With any
testimonial, the reader must see a clear benefit to be gained from what your
company offers. It’s not enough for a testimonial to just say: “They really
know their stuff.” A more powerful one is “ABC’s service helped
us launch two new initiatives and saved two week’s worth of management time.”
Step 4: Send the
two testimonials to the customer. Ask
them to choose which one they like or encourage them to write a better one than
the choices made available. Have a
section at the bottom of the email titled: "I can do Better than that:
Request their permission in
writing to use the testimonial. It's very important to get your customer's
permission to use his/her name, city/province, or website address in your own
Step 5: Thank
the customer for their testimonial. You
can do it by email, however, when was the last time you got a nice hand written
Step 6: Use
your testimonials in all of your marketing materials. Give testimonials their
own page on your website. You'll be surprised how many people will visit that
page before any other. Also, you can add testimonials in the middle of your
sales copy to break it up, or place it along the sides of each page.
Testimonials are one of the most powerful tools in
your marketing toolkit. Use them when you want to establish credibility, gain
trust or generate word of mouth referrals for your business. The right
testimonials, placed strategically will go a long way in doing that.
If you have any particular topics you'd like to hear about in upcoming issues, your feedback would be appreciated.
Strategic Business Advisor
Business Solutions Inc.
Calgary, AB T2T 4S1
professional business advice
"Your Vision -