Are testimonials effective, believable, credible and powerful? Do they help market you and your brand? Or are they ignored, just a waste of space and do they in fact detract from your brand?
Are you a believer in testimonials?
Believers say testimonials can multiply profits and get customers selling for you! Detractors argue they are biased and contrived. All I can say is that I have effectively used testimonials on my website and in other marketing collateral. My client testimonials are powerful statements that help build trust amongst potential clients and strongly support my claims of providing effective and professional copywriting services. The biggest stumbling block in my experience is having the courage and confidence to ask clients for feedback. A word of advice: Never been afraid to ask the question. Both positive and negative feedback is very useful in its own way. Testimonials transform a sales pitch into a credible, unbiased recommendation for your product or service. They are easy to source (if you have the confidence to ask) and provide one of the easiest ways to improve and maintain a fresh website. An effective testimonial includes benefit statements, substantiates your product/service claims, is credible and is written in a way that others can relate to.
Let me demonstrate how powerful credible testimonials can be.
‘Thank you Helen for contributing your high level of expertise and integrity into the book, Brumby: A celebration of Australia’s wild horses. Not only did you help us get started, you did so with a sense of professionalism and enthusiasm that has helped make the book a huge success. I look forward to working with you on future projects and also to recommending you to others.’ Mae Lee Sun, Wild Horse Journal
By way of background, I was asked to write the introduction for this book, which has just recently been released and is blitzing book sales.
Here is another testimonial from a different client:
‘Your knowledge and professionalism have impressed and we will have no hesitation using your services again. Not often we can we recommend someone who delivers on time and on budget! Thanks again Helen.’ Wayne Eriksen, Southern Life Coaching
Wayne engaged me to copywrite and design a new brochure for his business.
Elements of a good testimonial
Benefits Make sure your testimonials includes benefit statements and they endorse your product or service.
‘…. Not only did you help us get started, you did so with a sense of professionalism and enthusiasm that has helped make the book a huge success.’
Substantiate your claims Testimonials should back up your promises.
‘….Not often we can recommend someone who delivers on time and on budget.’
Credible Accompany each testimonial with the first and last name of the person providing it. If possible, also include a photo. Audio or visual testimonials provide maximum effect. Now that you know what to look for, you simply need to ask the question. Clients are generally more than willing to provide feedback. I have never been knocked back by a client when I’ve asked for a testimonial and neither will you. Word of mouth and client recommendation is one of the best and easiest ways of marketing and promoting your business.
Turning customers into advocates
Turn website visitors into customers using effective, benefits-driven testimonials. And don’t be afraid to ask happy customers to be advocates.