Who truly appreciates long-form testimonials?
One of the copywriting/marketing services I provide is "deep interviewing" clients' customers, writing their stories, and posting on the clients' blog. See blog.seaeagle.com, woodmastertoolsblog.com, blog.timberking.com. Companies generally appreciate the value of testimonials but not necessarily long form stories. How to connect with companies & marketers who see the value of real people telling lifestyle stories that communicate the real value story of a product/service in their own words?
Is there an opportunity for you to demonstrate the value by helping them solve a problem they do have? It seems like you have a good opportunity for some educational marketing.
I read some of your examples and they seem excellent. What kind of results have they gotten? If your articles have generated sales or increased lead generation, take those results to other similar or competing businesses and offer to get them similar results.
Do you have sense of whether your testimonials work best for services, products, retail, hospitality...? Any specific industries? Local businesses vs. national businesses?
Could you put together a list of 100 ideal prospects that you could reach out to and market to with the intent of educating them, cultivating some interest, and then making an offer?
You asked, "How to connect with companies & marketers who see the value of real people telling lifestyle stories that communicate the real value story of a product/service in their own words?"
I think it's your job to show them the value. So I'd ask, how can you identify companies & marketers who would like the result that you can deliver? And how can you show them the value of real people telling lifestyle stories that communicate the real value story of a product/service in their own words?
The one place I don't see long-form testimonials is on http://www.edwardsdirect.net/testimonials.html :)
Like you Steve I have substantial experience in capturing the value and relevance of one person’s experience and delivering it (across various media platforms) to targeted others that are most likely to respond favourably (becoming advocates and/or customers).
Long form is generally more effective when embedded in a case study. The most important aspect when formulating a convincing case study is fine tuning the questions you use to extract the specific client responses essential to making their story persuasive and tangible to the reader. Never forgetting, that a testimonials only justifiable purpose is to assist in the generation of further business.
I suggest you take the interviews and turn them into case studies. Then you can take excerpts of any positive quotes as a shorter testimonial on their website, social media,etc.
Hi Steve - Selling. Somehow in one form or another. In my experience that is your answer.
Most companies (aka clients) simply do not go looking for someone like you. They do not value what you do, most of them barely even understand what you do.
In spite of all the breathless hype from the content creation industry about how important content is, it seems most of the clients have not caught on to this.
Further, you are practicing the other one of the world's oldest "professions". Yes you are selling your words, except no one is looking. Like that other oldest profession you need to get out where people can see you, evaluate what you have to offer and then pay you for your time.
I find it a unique challenge. My education and initial decades of business experience have all been in 'non-sales' positions. Cold calling, door knocking, offering webinars, etc. all offer potential. Unfortunately, unless I can get lots of people to know about any of those things nothing happens, which leads me back to square one - selling aka promoting, aka tooting one's horn - remains the 800 pound gorilla in the back corner that content creators, (myself included) largely refuse to face.......
Long or short, the main thing is they are real and not fabricated. That's while Google reviews can be popular alternative as they are tied to real people and if you have enough of them they can't all be fake.
Hey Steve, your skill set lends itself perfectly to video. Take a look at this hybrid of a brand video we produced for HandrahanRemodeling.Com, it includes a testimonial as well. It was all shot in one day at the builder's client's home. This type of video can usually be accomplished for around $7500.
I understand exactly how you feel. I have done quite a bit of writing in my time. Here's my suggestions. First, focus on the main points of your report. Unfortunately, people tend to have a short attention span these days and if you can put present them briefly while not taking it out of context, you'll come out ahead.
Are video testimonials better than written ones.
In my view as a reader and audience, I would prefect a compact story, i.e. short and specific. Earlier people used to relish through reading and know the success story, but presently every third person / product is a successful. To much to read around.