Which are you more likely to believe? A company representative telling you how great his product or service is, or a recommendation from another person about how it worked for them? If you're like most people, the words from a fellow consumer pull more weight than even the best-written ad copy. That's why no matter what product or service you're selling, you need to use testimonials from satisfied customers in every ad and marketing piece you create.
How to Get Them
Choose satisfied customers who represent your target demographic. The best testimonials are written by people who are similar to your ideal customer. Therefore, be specific about who you solicit a testimonial from. Look over your customer files and choose the people who exemplify the best-case scenario for your product or service. Say to them, "I'd love for you to share your experience with Product A. Would you please write a short testimonial?" Most people will cheerfully say yes. Since you want more happy customers just like these, let their words sell for you.
Offer to write the testimonial for them. Often, if someone declines your request to write a testimonial, it's because they're too busy or they feel they don't have adequate writing skills. In that case, offer to write the testimonial for them. Simply say, "I'll be glad to write the testimonial for you. Just tell me what you'd like to say about the product. You can review what I write and we can use it as-is or you can change it." Most people will leave the testimonial as-is, happy they didn't have to take the time to write it.
How to Write Them
Show results. Whether you write the testimonial or your customer does, it needs to specifically show what results the person experienced from the product or service. A testimonial that simply says what a wonderful company you have or how nice you are is not saying anything meaningful for the reader. A specific testimonial will speak to results, for example: "Company A installed a beautiful floor in my foyer, and I love it"; "To repair a section of wood floor, Company B showed up at my house on time and cleaned before they left"; or "Company C was professional and courteous while resanding my wood floor." The more specific a testimonial is, the stronger it sells for you. Specific testimonials take away the fear of making the wrong decision.
Keep it short. Each word of the testimonial should have value. Therefore, if someone writes you a page-long testimonial, edit out any words that don't directly address the end result he or she received from your service or product. This doesn't mean you change the meaning of what someone writes; you simply edit out the parts that don't contribute to the meaning. For example, if someone writes a page about everything your company did to help them save 30 percent on her new foyer floor, you can condense it to one sentence, as in "As a result of Company D's work, we saved $1,500 and get to look at a gorgeous floor every day in our foyer." Often, the more words you take out, the stronger the testimonial becomes. Also, it's easier to read and will stand out more.
How to Use Them
Include a testimonial or two in your ads and marketing pieces. Whether you're doing a print, online, radio or TV ad, be sure to include some testimonials. For print, it's best to have testimonials stand alone from the text rather than try to weave them into the ad copy. For radio and TV, either the announcer or an actor can recite the testimonial, or, if your customer is agreeable, have him or her appear in your radio or TV spot to give the testimonial personally. Other marketing pieces that should feature your testimonials include your website, brochures, direct mail pieces, postcards, billboards, newsletters and even social media updates.
Create a book of testimonials. Each time you receive a kind letter from a customer or client, highlight the key parts (the parts that state benefits to the customer), put the letter in a clear plastic sleeve, and compile it in a big binder. Keep this book or binder of testimonials in your store or office for customers to browse through while they're waiting. Or, if your business is online, create a page where you feature all your testimonials. There's no limit to how many testimonials you can include in your book or on your page.
The next time you're writing copy for an advertisement or marketing piece (and struggling with what information to include), simply go to your past testimonials. It's always better when someone else sings your praises, so let your customer sell for you. The sooner you start using testimonials in every marketing message you create, the sooner you'll realize that testimonials really are the ultimate sales tool.
