I
think we’ll all agree that getting testimonials is an invaluable addition to
our marketing mix, be it utilising a case study on printed media, quotes
from satisfied clients, having transcript on a testimonial page on your website, or have a video uploaded onto a dedicated YouTube Channel.
As a
local business coach I find there is something very ‘British’ about business
owners and their quiet reserve, feeling it’s a little presumptuous or rude to ask
for a testimonial. The fact here is satisfied clients will, in most cases, be
delighted to praise your business when they have had their needs met. In many
cases they will be raving about your business to others without your knowledge.
The tell tale sign here is often when a business seems to generate a portion of
its business through referrals.
So I
thought it might be useful to offer 7 ways to generate great referrals:
- As for testimonials. You’ll already know your top clients, they will be delighted to offer you a testimonial. In all likelihood they are probably generating you business through referrals, so the question to ask is why? The answer will be the foundation of a great testimonial.
- What problem did you solve? In a testimonial ask for details on the problem you solved? It helps to get to the real reason they conducted business with you and why anyone reading the testimonial will resonate with immediately.
- List the benefits of doing business with you. We can often get tied up in wordsmithery, when a simple list of the benefits they will have experienced will form a great simple testimonial.
- Feedback. Use a feedback questionnaire. Keep the questionnaire concise and to the point, don’t bombard them with loads of questions. Maybe even give them the answers via multiple choice. Always remember to ask for permission to use their answers in your marketing. The best time to ask for feedback is directly on completing business.
- You write the testimonial. When you gather the feedback or have a verbal testimonial from your clients it's often a great idea to write it yourself or pass it onto a copywriter to draft it for you. Remember to always send the draft copy of the testimonial to the client to gain permission to use it and confirm they are happy to be named in it.
- Images. Having great pictures with the client, their premises, sealing the deal with a handshake etc. will always help to raise the profile and interest of the testimonial. It will also help to have branding visible to build the visible recognition of your business and indeed theirs, a real win win.
- Video. By far the best way to publicise on the internet is with video content, it is search engine rich, simple to receive and with technology today doesn't need to be onerous. You can film and publish a testimonial in minutes. When making a video testimonial remember to make it interesting, prepare the question you want to ask and have a good setting. Not everyone will be prepared to give a video testimonial don’t just assume they will be happy to sit in front of a camera.
With
this information it's time to get into action and build your portfolio of client
testimonials. Having done business with
others (especially B2B or B2C) why not offer them a testimonial, in all likelihood they will reciprocate.
Now
that’s worth thinking about.
Here’s
some of my example video testimonials.
