Somebody said to me the other day that he found it really difficult to get testimonials and why were they so important anyway.
I told him if he values his business, testimonials are important and here is why.
We are living in a society that doesn’t trust anybody. We don’t trust the police, we don’t trust lawyers and least of all politicians. Why should people trust you and your claims of your product or service. Many people have bought a ‘lemon’ before including me. Needless to say that the product and its claims haven’t lived up to their expectations.
Thus in most cases you are selling to people that have been disappointed before. Who have the feeling that they have been lied to and as a consequence are very skeptical and can you blame them?
So what could be a better advertisement to overcome this skepticism then when a buyer of your product gives you a glowing testimonial of how happy they are with your product and the reason why. Testimonials help to overcome your prospects’ hesitation and fear of buying from you.
How to collect testimonials
When customers make a comment about your product or service, ask, “May I quote you?” Write down what they said, send it to them with a short note to add or change the content if they wish. Ask to grant permission to use the testimonial in your marketing publications and to sign the letter. Always enclose a self-addressed stamped envelop.
- What works very well in the accommodation industry and other service industries are evaluation forms. In valuation forms you ask the questions. Make sure the questions are valuable so that you are able to use the comments in your advertising. Always ask customers for their permission to use the information in your advertising material and ask them to sign on the dotted line.
- People like to receive something for their effort. By attaching an incentive, such as a discount coupon for their next purchase or a free …, people are more willing to go through the trouble of filling in the evaluation form.
- Send a thank you email message to recent customers and at the same time ask what they like best about your product or service. You will be surprised about the comments you get. Most people appreciate an after sales follow-up. It makes them feel important.
- Create a special file with all your testimonials. Sort them according to different products and/or benefits.
Get a variety of testimonials
Different people buy for different reasons so you need a variety of testimonials that cover the specific benefits for the different people that buy your product or service.
Using testimonials
- Always get permission from the customers to use their testimonials and let them know how they may be used.
- Tell the customers how they will be identified. I usually include their name, city, and sometimes the date.
Why do testimonials work?
Testimonials work because they are third-party endorsements of your product or service. They help to overcome the fear of buying from you and third-party endorsements are much more credible and convincing than you glorifying your own product or service.
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Trust me, you really need to check this out.
Janna Halioris
P.S. I forgot to tell you that all the documents are marked ‘Copyright Free’, which gives you permission to take them and use them virtually as-is! Sure Fire Marketing
