How
to Get and Use Testimonials
(c) Copyright 2002, Angela Wu
Small businesses don't have the same
luxury of 'brand-name recognition' that the big companies have. Thus, we
have to work that much harder to earn our visitor's trust. One way to
build this all-important credibility is to get and use testimonials from
happy customers.
HOW TO GET
TESTIMONIALS FOR AN EXISTING PRODUCT
If your product or service has been
available for some time, then it's not that hard to find out how your
customers feel about their purchase or your service.
Your customer may be so thrilled
with your product that he or she just has to let you know how happy
she is. As a courtesy, you may want to acknowledge her message and ask
for permission to use her testimonial in your promotions and on your
website.
Don't assume that happy customers
will write to you. Be proactive! For example, you can contact your
customers and ask them for feedback on your product or service. You
can even include an evaluation form with your package to save time.
You'll get both valuable suggestions for product improvements, and
hopefully some testimonials as well.
I've found that customers will often
email me with a question or comment that shows how much he appreciates my
product or service. I answer the email thoroughly, then follow up with a
request for a testimonial.
HOW TO GET TESTIMONIALS FOR
NEW PRODUCTS OR SERVICES
What do you do if your product is brand-new?
You may not yet have customers, or perhaps your product/service is
something that takes time before results can be seen (for example, a dog
training tutorial).
- Get a 'Personal Referral'
Ask colleagues, subscribers, or previous
customers from another product line to attest to your knowledge,
integrity, great customer service, or how your other product has
helped them.
- Approach a Colleague for a Review
Find another 'expert' in your target market
(*not* a competitor, though!) and offer him or her a complimentary
copy of your product for review. This has two advantages: first,
you'll get constructive feedback about your product from someone in
your field... and secondly, you may get a testimonial from it.
Testimonials from 'experts' certainly helps
to add credibility to your offer. However, try to get customer
testimonials as well - it helps to show that you have happy customers,
not just happy colleagues. :-)
- Make a Special Offer to Your Target
Audience.
For example, you could offer the first 20
people to contact you a free or discounted copy/sample of your product
in exchange for feedback and a testimonial (if they feel it's
warranted, of course).
A FEW PARTING TIPS...
- Use real testimonials. They have that
genuine 'ring' to them.
- Don't 'polish' or edit to an extreme. Let
the testimonial speak for itself.
- If possible, add credibility by including a
name, email address or URL, your customer's state or province of
residence, or even the customer's company name, job title, etc.
- Longer testimonials often have more 'impact'
than short ones. Many testimonials can easily be edited to read:
...truly amazing...'
'...gorgeous...stunning...'
On the other hand, a longer testimonial can
be far more persuasive:
'I was initially reluctant to order any
type of jewelry online ... but I was thrilled when I got my
bracelet! It's gorgeous, one of the most stunning pieces I own.
Thank you so much for your wonderful catalog, and for your excellent
service. I'll be back!'
- Use specific testimonials, whenever
possible. Details make a much 'stronger' or more persuasive testimonial.
For example, 'I love your book!' is not as effective as:
'It's been six months since I purchased
your highly motivating book. I started a new exercise program that
I've stuck to now for 5 months and at 46 years of age, I have never
been more fit in my life. I feel great, and as an added bonus I've
even lost 10 pounds. Thank you so much. I love your book!'
Don't be shy to seek and display testimonials
-- they're a valuable asset for marketing your business, and they help to
convert prospects into paying customers.
ABOUT THE AUTHOR:
Angela is the editor of Online Business Basics,
a practical guide to building a business on a beginner's budget. It's a
proven hit with beginners, for the down-to-earth style and loads of
instantly useable tips! For details, visit
onlinebusinessbasics.com OR request a series of 10
free reports to get you started:
onlinebusinessbasics.com/freereports.html
The opinions expressed
in this column are those of the author. All answers are intended to be
general in nature, without regard to specific geographical areas or
circumstances, and should only be relied upon after consulting an
appropriate expert, such as an attorney or accountant.
As a small business,
getting your name out to the customers that will provide those
testimonials is key. Let Vehicle Card Pockets help,
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