Absolutely everyone who is in business can make better use of testimonials. Why are they so powerful? Because, no matter how strong your sales and marketing skills, no matter how well you communicate the benefits of your products and services, nothing communicates the quality of what you are offering better than the words of other people who have experienced doing business with you.
And… Testimonials are Free!
Here are some guidelines for maximizing your testimonials:
The best testimonials give a detailed and specific description of how the person has benefited from what you have to offer. Let’s use an editor/rewriter as an example.
“Deborah is an amazing editor. I highly recommend her” – this not a particularly effective testimonial. The following would be much better because it specifically describes the benefits of using Deb’s services…
“Deborah is an amazing editor! She takes such good care to listen to my message and rewrite it into a pleasing form. Just one article rewriten by her has gained us more attention than a year of me writing on the same topic in my own words! Above all else, I trust her. She always makes me sound as professional as I really am! f you need a professional rewrite done on your website or anywhere else, I strongly recommend calling Rewriter.ca”
One of the leading obstacles to increasing your business is convincing people that you can really deliver on your promises. A testimonial does that for you. So when customers tell you they’re pleased with you, don’t be bashful. Ask if they would be willing to share their experience with others. Many will jump at the chance to write you a testimonial.
Include your client’s name and, if appropriate, their business name on the testimonial. Don’t use anonymous testimonials because people just don’t believe them.
Once you acquire testimonials – use them! Put them everywhere – on your website, brochures and any other marketing materials. Print your testimonials and proudly display them in a book in your waiting room. Video testimonials are very effective too!
In fact, testimonials are a great way to handle objections. If a potential client tells you they think you’re too expensive, show them some testimonials from other clients that explain why you’re worth every penny. This is so very powerful.
If you are starting a new business, you must plan to make testimonials an integral part of your marketing from the beginning. You could even give your first clients an incentive if they provide you with one.
Whatever you do, please don’t under estimate the power of testimonials. When used properly they can increase your business by 30% or more.