Features Business and Operations
How to use testimonials to grow your business

December 28, 2011 – Which are you more likely to believe: a company
representative telling you how great their product or service is, or a
recommendation from another person about how it worked for them?

If
you’re like most people, the words from a fellow consumer pull more
weight than even the best written ad copy. That’s why no matter what
product or service you’re selling, you need to use testimonials from
satisfied customers in every ad and marketing piece you create.

One of the main reasons why people don’t buy something is that they’re
fearful of making the wrong decision. So when they see that a product or
service is endorsed by someone else—someone in their same
situation—that fear is minimized. Therefore, testimonials are a great
way of influencing others to feel comfortable about buying your products
or services.

Unfortunately, few business professionals actively seek out testimonials
from their customers and clients. They mistakenly wait for people to
give them testimonials, and when they do get them, they don’t know how
to use them effectively. In reality, getting and using a list of strong
testimonials is easier than you think. The following tips will help you
get testimonials to increase your profits.

How to get them

• Choose satisfied customers who represent your target demographic.
  The best testimonials are written by people who are similar to your
  ideal customer. Therefore, be specific about who you solicit a
  testimonial from. Look over your customer files and choose the people
  who exemplify the best case scenario for your product or service. Say to
  them, “I’d love for you to share your experience with product A. Would
  you please write a short testimonial?” Most people will cheerfully say
  yes. Since you want more happy customers just like these, let their
  words sell for you.
• Offer to write the testimonial for them. Often, if someone
  declines your request to write a testimonial, it’s because they’re too
  busy or feel they don’t have adequate writing skills. In that case,
  offer to write the testimonial for them. Simply say, “I’ll be glad to
  write the testimonial for you. Just tell me what you’d like to say about
  the product. You can review what I write and we can use it as is or you
  can change it.” Most people will leave the testimonial as is, happy
  they didn’t have to take the time to write it.
• Look through your past notes and correspondence. Chances are
  you’re sitting on a pile of testimonials and don’t even know it. Go back
  through your past emails and correspondence from customers and clients.
  Are there a few nice sentences in some of those messages? If so, ask
  the person if you can use their words in your marketing materials.
  They’ll often agree.

How to write them

• Show results. Whether you write the testimonial or your customer
  does, it needs to specifically show what results the person experienced
  from the product or service. A testimonial that simply says what a
  wonderful company you have or how nice you are is not saying anything
  meaningful for the reader. A specific testimonial will speak to results,
  for example: “Dr. Smith’s treatment ended my 20-year battle with
  migraines.” “Joe’s contracting remodeled my kitchen for $2,000 less than
  other bidders.” “Jones and Johnson CPA Firm reduced my tax liability by
  30 per cent.” The more specific a testimonial is, the stronger it sells
  for you. Specific testimonials take away the fear of making the wrong
  decision and help people feel safe about making the purchase.
• Keep it short. Each word of the testimonial should have value.
  Therefore, if someone writes you a page-long testimonial, edit out any
  words that don’t directly address the end result he or she received from
  your service or product. This doesn’t mean you change the meaning of
  what someone writes; you simply edit out the parts that don’t contribute
  to the meaning. For example, if someone writes a page about everything
  your company did to help them save 30 per cent on their heating and
  cooling bills, you can condense it to one sentence, as in “As a result
  of ABC Company’s inspection of our home, we saved 30 per cent on our
  monthly utility bill.” Often, the more words you take out, the stronger
  the testimonial becomes. Also, it’s easier to read and will stand out
  more.
• Include a name and title when possible. Rather than attribute your
  testimonial to “John S., Neb.” use the person’s real name, company
  name, title, and/or location whenever possible, as in “John Sanders,
  salesperson at Acme Company,” or “John Sanders, Omaha, Neb.” This makes
  your testimonial more believable. Most people will be happy to include
  their full name and other information, because the strongest human
  desire is to feel appreciated and recognized. Getting their name in
  print somewhere fulfills that need and is often perceived as fun.

How to use them

• Include a testimonial or two in your ads and marketing pieces.
  Whether you’re doing a print, online, radio, or TV ad, be sure to
  include some testimonials. For print, it’s best to have testimonials
  stand alone from the text rather than try to weave them into the ad
  copy. For radio and TV, either the announcer or an actor can recite the
  testimonial, or if your customer is agreeable, have him or her appear in
  your radio or TV spot to give the testimonial personally. Other
  marketing pieces that should feature your testimonials include your web
  site, brochures, direct mail pieces, postcards, billboards, newsletters,
  and even social media updates.
• Create a book of testimonials. Each time you receive a kind letter
  from a customer or client, highlight the key parts (the parts that
  state benefits to the customer), put the letter in a clear plastic
  sleeve, and compile it in a big binder. Keep this book or binder of
  testimonials in your store or office for customers to browse through
  while they’re waiting. Or, if your business is online, create a page
  where you feature all your testimonials. There’s no limit to how many
  testimonials you can include in your book or on your page.
• Frame your best testimonials. If you have a store or office, frame
  some of your best testimonial letters and post them on your walls.
  Again, highlight the best parts so your customers can easily see the
  benefits. If you don’t get foot traffic (or if you go to your
  customers), put the best testimonial letters in your “leave behind”
  kit—the package of information you leave behind for the prospect.

The ultimate sales tool

The next time you’re writing copy for an advertisement or marketing
piece (and struggling with what information to include) simply go to
your past testimonials. It’s always better when someone else sings your
praises, so let your customer sell for you. The sooner you start using
testimonials in every marketing message you create, the sooner you’ll
realize that testimonials really are the ultimate sales tool.

Pam Lontos is president of Pam Lontos Consulting. She consults with
businesses and experts in the areas of sales, marketing and publicity. 
Pam founded PR/PR Public Relations and is a past vice-president of sales
for Disney’s Shamrock Broadcasting, where she raised sales 500 per
cent. She is the author of I See Your Name Everywhere: Leverage the Power of the Media to Grow your Fame, Wealth and Success. For more information on her consulting services, call (407) 522-8630, email PamLontos@gmail.com, or visit www.PamLontos.com.