Three simple steps will let you show potential customers see what your current customers already know:
- Always be on the lookout for testimonials
- Make sure you have permission to use them in your marketing efforts
- Decide on the best way to highlight this praise to impress and encourage new customers.
Action Steps
The best contacts and resources to help you get it done
Walk the talk
To garner glowing comments, first you have to provide a stellar product or service. Find out what you're doing right and wrong.I recommend: Allegiance CustomerVoice can ask the right questions and help your customers get and stay satisfied. QuestionPro can help you create your own satisfaction surveys. CCH Business Owner's Toolkit offers a sample survey you can download.
Collect compliments everywhere
Unsolicited testimonials are great – but you'll have more luck if you ask for what you want. Put an easy-to-find Feedback button on your Web site. Or send brief snail-mail (return postage-paid) or e-mail surveys shortly after a product has been delivered, making sure to leave space for write-in testimonials. Another possibility: An e-mail with a link that leads customers to an online survey.I recommend: Zymic.com offers free Web templates and easy ways to create Feedback buttons. TheSiteWizard.com has a free Feedback form template to download.
Solicit expert and celebrity help
Celebrities and experts in the field lend credibility to your wares. Offer a deal or discount to celebrity or expert customers in exchange for a testimonial.I recommend: Look for experts on sites like ProfNet.com. WhoRepresents.com tells which agents and PR firms represent various stars, in case you want to send samples to celebrities who aren't already your customers.
Make your testimonials trustworthy
Get permission to use kudos, using full name, city, state and business name whenever possible.I recommend: Trusted Testimonials will, for a fee, verify testimonials for you and provide a seal you can include on your Web page. Request their free report "Seven Steps to Trusted Testimonials."
Communicate your success
Use testimonials in Web pages, direct-mail solicitations, on-hold telephone messaging programs, catalogs, newsletters or advertisements. For ultimate effectiveness, display testimonials next to the product or service they tout.I recommend: HelloDirect.com offer on-hold telephone messaging equipment that let you leave testimonials your waiting customers can hear. Bronto is one of many firms that will help you create a newsletter template, manage your e-mail lists and track results.
Tips & Tactics
Helpful advice for making the most of this Guide
- Be picky. A poorly worded or overly gushing testimonial won't make you look good. Save them for your file, not for your customers.
- Focus on details. Avoid vague "great job" raves. Potential customers respond better to specific remarks about variety, quality, service, etc. Those take more time to write.
- Aim for variety. Choose some that praise your product, others that compliment customer service; some from professional customers, others from laymen buyers.
- Highlight testimonials that solved problems. Businesses that provide solutions are invaluable. Tout testimonials that say your company shined where others have failed.
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