How to Make Testimonials Part of Your Marketing Strategy
Most professional service marketers have heard the old adage, “People buy with emotion and justify their decisions with logic.” And yet, many professionals who sell an intangible service don’t know which emotions they are provoking and why anyone buys from them.
Why do people buy from you?
Quality service emerges as a compelling reason why professionals believe their clients buy from them. Interestingly, we have discovered that what signifies quality to a practitioner and what signifies quality to clients are often two different things. Professionals tend to focus on professional designations and internal process as measures of quality. Clients tend to focus on timeliness, impact, proactive communication and relationships.
The way to find out why your clients buy from you is to ask them. One of the first things we do with any new client is to call up some of their customers and have a good chat. We ask why they chose you, what they would say about you to a friend, if they would refer you to others, what you are best at and how you can improve. We ask them if they have worked with other firms in your field and what those experiences were like. We ask them how long they have worked with your firm and if they have ever considered switching.
Are your clients considering another service provider? Listen to our webinar to find out: Boosting Your Net Promoter Score.
At the end we have a transcript of the conversation and some juicy sound or word bites you can use on your website or in proposals. This gives you the opportunity to clearly understand your value proposition (sales-speak for what makes you unique and why people should buy from you). Your value proposition tells you how your clients feel about you. The conversation with your clients also gives you a chance to address any issues before they consider leaving.
Testimonials not only explain your unique-ness to the world in an independent voice, but they also build your confidence by taking a minute to bask in all those wonderful compliments. Every professional, and every firm, needs such affirmation to help strengthen conviction in the brand and value proposition. It makes you understand why you go to work every day, too!
Practical Testimonial Writing
We have learned some best practices over the years, as well as a few things to avoid when undertaking a testimonial-gathering effort.
Here is our checklist for curating high-quality testimonials:
- Consider using an outside party who is good at drawing people out. Your clients will tell you that you are “great” but “great” is hardly compelling sales copy. They will be more expressive with someone they do not know. Make sure your interviewer has done this before; it is an art to draw people out and get the language that persuades.
- Tell your clients who will be calling them and why. A heads-up from you means they will be much more comfortable with the interviewer.
- Always use the telephone or in-person interviews. If you ask folks to write a letter, the letter will almost always be stiff and formal. Again, that’s not compelling copy. When you interview them, you have the chance to craft the words. Clients appreciate word crafting as long as it’s still accurate to the tone of their experience.
- Craft a variety of testimonial quotes for use in your promotional campaigns.
- Send each quote you might ever consider using to the client and get approval. Make sure they know it may be used on your website, media releases, proposals and for a variety of promotional uses. A testimonial template is helpful in this process for written documentation of their approval.
- Whenever possible, use the person’s full name, title, and company. “Pat Z. in Wisconsin” sounds like a late night, diet-aid commercial. “Patrick Zuber, President, HealthCore Company, Madison, Wisconsin” is more credible.
- Keep a file of testimonial approvals for future reference as you develop marketing materials and campaigns.
- Send a copy of brochures or newsletters where the quote is used to the client. Most people like seeing their name in print.
Read This Final Referral Tip
One huge advantage of a persuasive testimonial is something called the second person referral effect. Most people choose professional service providers from personal referral — in other words, a referral from someone they know and trust. A testimonial is from someone your prospect may not know. However, this stranger does know you and is willing to brag about the intangible — how it feels to buy from you — in print. While not as powerful as a personal referral, it carries more weight than you saying the same thing.
Finally, if your brochure claims your service is wonderful, it probably sounds to readers like common advertising fluff. If a real person testifies in detail about how it feels to work with you, the resulting impact will be much more persuasive. Having a file full of testimonials will enhance the quality of all your promotional material. Of course, testimonials also help you understand just why people buy from you. Plus, these tales of loyalty will help you build confidence to go out there and tell your story.