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Author: Stephanie Ward Article source: http://www.marketing-seek.com/. Used with author's permission.
You may not realize it, but you already have a gold mine of
endorsements waiting to be created. Everyone who is serious
about building a business and creating credibility uses this
idea. What is it? Testimonials from your satisfied clients.
Whether you are just starting out or have been in business for
years, testimonials are a proven way to communicate the value
your business delivers. Think about it, don't you want to know
what other people think about a product/service before you buy?
I do!
The reason testimonials are so powerful is because they come
from someone, other than you, who has used your
products/services and knows how fabulous they are. This is
great news if you don't feel comfortable 'blowing your own
horn' because the words come from your clients. You are
simply sharing what others have said about you. Even better,
testimonials don't have to cost you a cent.
HOW TO GET TESTIMONIALS
All you have to do is ask. You can write your request in an
e-mail or ask verbally. Just ask, "Would you be willing to
help me?" In my experience satisfied clients are more than
willing to write testimonials.
If you want to give clients an incentive to give you
testimonials you can offer them something of value in return
for their time and effort. In exchange for the testimonial
you can offer a discount, create a drawing for a prize, or
provide them with additional information.
You can also incorporate asking for testimonials into your
business process. One way to do this is to ask for them in an
evaluation or survey. Another way is to let clients know up
front that once they become a client that you plan to ask what
they thought about your products/services.
In addition to asking for testimonials you can 'listen' and
'watch' for them by paying attention to what clients tell you
verbally and write to you in e-mails or letters. If you hear or
see a compliment ask the person if you can quote them on what
they said and include it in your marketing materials. Think
about it, you may even have a powerful testimonial sitting in one of your e-mail folders right now just waiting to get permission for use.
Another approach is to ask someone else to interview your clients (a reporter or writer). This is a more involved process and can be worth it if your product/service is complicated or if you want to create a case study.
No matter what, always ask for permission to use the person's
name and/or company with their testimonial. You can give the
options of using initials or first names only if people do not
want their full name used. Keep in mind, a full name is the most credible. You can also use pictures of the people who write testimonials to make an even stronger impact (again, ask for permission).
FORMAT FOR TESTIMONIALS
Written testimonials are the most common and easiest to create.
There are other options that engage additional senses, the ears
and eyes. Audio testimonials are becoming more popular (often
accompanied by a photograph) as are video testimonials, which
allow you to see and hear someone speaking about your
products/services.
WHAT TO ASK FOR IN A TESTIMONIAL
If you're like me, you want some guidance when asked to provide
information. Help your clients out by being clear about what you are looking for in a testimonial, specific information.
Ask them to describe the situation before they used your
products/services and then ask them to describe the situation
now, the benefits that they experienced and how they feel as a
result of this.
WHERE TO USE TESTIMONIALS
Once you have your raving testimonials, and permission to use
them, you can put them to use in multitude of ways. Include them on your website mixed in throughout your text. Add testimonials to your brochures and flyers. You can even put them in your newsletters.
Are you beginning to see how powerful testimonials are and what
they can mean for your business? Choose the approach that feels
right for you and get into action today!
(c) Stephanie Ward 2005 Life & Business Coach Stephanie Ward helps business owners
set their profits on fire! Get your free monthly profit
tips plus bonus report at: http://www.fireflycoaching.com
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