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What Makes a Good Testimonial?Not all testimonials are created equal. You've probably seen some that appear so fake that, if anything, they harm the reputation of the maker.To ensure yours have the impact you are aiming for, keep them:• Real. Testimonials have to be honest and believable. Otherwise, your company won't gain credibility and it could lose some.• Specific. Customers should say exactly what they like. Whether it's fast delivery, great customer service, or excellent quality, the more specific the details, the more believable and powerful the testimonial.• Comparative. Ask customers to discuss how your product or service has made life easier for them. Potential customers are likely to identify with those same problems.• Varied. Testimonials should reflect different aspects of your products and services so they appeal to different customers. The more benefits described, the more business will be generated."You have a great product. It was delivered quickly and in perfect shape. I'll be sure to tell my friends."
Statements like this can boost your company's sales as much as 250%. Even better, when you get a testimonial from a consumer, that person is likely to become a more loyal customer and help spread the word about your company's products.
If your company is a small or medium-sized enterprise, it probably doesn't have the built-in credibility of a national brand. But even on a tight advertising budget, you can build credibility with the help of satisfied customers.
Testimonials increase the comfort zones of potential buyers and help them overcome their concerns about trying new products. So consider launching a campaign to snag customer testimonials. Among the benefits:
The first step in gathering testimonials, of course, is to provide top-notch products or services and to support them with consistently high customer service. Then, start the testimonial collection process by taking these steps:
Once you receive complimentary comments, get permission to use them. Ask the customers if you can use their names, titles, and locations. A positive testimonial from a respected customer in your field goes a long way toward boosting your company's credibility. Depending on your marketing strategy, you may even want to get a picture with customers using your product or service.
What about surveys? Avoid asking for testimonials in the course of conducting them. Surveys are generally meant to be anonymous and customers need to feel free to make negative comments that can help your company improve.
Customer testimonials are among the best promotional copy around. In the end, let the customers speak for themselves so that the comments reflect their excitement and satisfaction. Edit them only when they need a little polish and get permission for the final version.
*Securities offered through 1st Global Capital Corp. Member FINRA, SIPC. Investment advisory services offered through 1st Global Advisors, Inc. We currently have individuals licensed to offer securities in the states of AL, AZ, CA, CO, CT, FL, GA, HI, ID, IL, IN, KY, MI, MS, MO, NV, NJ, NC, OH, RI, TN, TX, WA, WV and WI. This is not an offer to sell securities in any other state or jurisdiction.