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5 Easy Ways to Get Marketing Driven Testimonials

I count my outstanding testimonials as one of my top 3 business assets (sharing company with my database and my creativity). So, it pains me to see business owners sprinkle a few weak, waste-of-space quotes like "You were great to work with! A real treat and I would hire you again" on their website and in their marketing packet.

The power testimonials have to convince a client to hire you is truly awe inspiring. A "marketing driven" testimonial clearly demonstrates a client's problem, solution, and end result from working with you or buying your product.

Think of them as a mini-story, complete with a central character (your client), a riveting dilemma (their terrible situation before they hired you), and the happy ending (the great results you delivered and they are now enjoying).

Here are 5 tips for easily capturing marketing-driven testimonials:

Tip #1 Let your client know at the START of your relationship that you'll ask for a testimonial

You can casually mention this in conversation, or include it in your client agreement. All you need to say is something like this, "I know we're going to achieve great results together! As we do, I'm going to ask if I can quote you or if you can write a testimonial for me. Is that okay with you?"

Tip #2 Take advantage of the honeymoon period for a glowing endorsement of YOU

The first 30-60 days of working with a client are rosy. They love you, you love them, they're motivated to make changes and are taking action. Now it's YOUR turn to take action and ask them to write a testimonial for you.

Tip #3 Not everyone is a Mark Twain so offer to supply a draft for their approval

How do you think books get all those glowing, beautifully crafted testimonials for their cover? Most authors/publishers draft them and send them on for approval or tweaking. People are more than happy to help...and often too busy to type up the testimonial you so dearly want. So, help your client out by offering to send a draft for their modification and/or approval. They will be thrilled and much more likely to get it done quickly for you!

Tip #4 Steer in the direction of results, not just how much they like you

We know your clients love you but what really makes an impression on your Almost-Client (which is who the testimonial is for, right?!) is did you get results? When you first start working with a client make a note describing their circumstances and issues. Use this as a comparison in their testimonial to show how far they've come.

Tip #5 A good tale is always interesting to read, even if it seems long

It's tough to convey everything you want in one or two sentences so let your testimonials read like a mini-story.

You can see marketing-driven testimonials in action, here on my HorseWise Brilliance Unbridled VIP Signature Branding and Marketing program page. They're strategically sprinkled throughout the page to emphasize the copy right above or below them. You'll notice that most also include a photo to personalize the story you're reading and bring it to life.

Aim for one or more fresh testimonials every month and you'll soon have an enviable collection that adds significant power to your marketing!

You are welcome to publish this article in its entirety, electronically, or in print free of charge, as long as you include my full signature file for ezines, and my Web site address in hyperlink for other sites. Please send a courtesy link or email where you publish to Kendall@KendallSummerHawk.com

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