The Power Of Testimonials and How To Get Them!

Nothing says it better than a testimonial from a happy client to convince a new one to do business with you

If you watch any of the diet commercials or advertising, you will notice that they use Before and After pictures and testimonials from people who used the program (sometimes hired actors and actresses to mimic customers).

They don’t do it because they are so proud of what they have accomplish, but rather because testimonials are very power marketing tool. In general, people tend to think products and services don’t work for them, so when they see, hear, or read from other people in similar situations as theirs, that trigger something in them and gives you instant credibility.

How do you get testimonials and build this power credibility tool?

Believe it or not, getting a testimonial is not that difficult. All you have to do is ask for one, and the client will be more than happy to give you one.

I have developed a habit of including my Testimonial form with my paperwork so every time I go to a closing, I ask the client if they would do me a huge favor and provide me with feedback or testimonial because it would help me grow my business, and every time they were more than happy to do so.

Even when I felt the client may not be too happy, I would still ask them for it. If it is not good, I simply won’t use it in my marketing. I sometimes offer them a gift card in exchange for a testimonial. Yes this is ethical because I am not dictating what they should say in it and they do not have to say something nice… I am simply soliciting a testimonial from them.

My testimonial is a simple form where they fill in their name… has simple text requesting their feedback about my services… and has a large area for them to type their comment. At the bottom, I use a disclosure and permission to use the testimonial in my marketing. They sign it and date it….

Always use testimonials in your marketing!

Always pick the best testimonials in your marketing. Be it post card, sales letter, or website.

I usually include at least two testimonials in my Post Cards, I use handwriting font and change the color to blue making them look as if they were actually typed on the post card itself. I add them at random places. I pick couple of lines of the testimonial is the testimonial is long.

You could do the same with Sales Letters, add them in your letter at random places, or in the side margin. Your aim is not to make the page look good but to make it appear as if it was typed in.

Now if you are just starting out or if you never asked for a testimonial before, DO NOT FAKE THEM!

If you don’t have customer testimonials, solicit testimonials from other people. Get them from friends, family, your Broker, Mortgage Broker, Landlord, or any other person who will say good things about your character, and how knowledgeable and helpful you are. You can replace these with customer testimonials as you get them.

For Yellow Letter type of marketing, I use a different technique that is extremely powerful.

You should always include the full name and city in the testimonials you use in your marketing

 You may feel compelled to use your client’s initials in the testimonial. Don’t… Initials takes away from the credibility of your marketing. If you feel so strongly about it, at least use the full first name and last initial. I’ve done this before but I added a disclaimer stating something along the lines of "I care a lot about my customers’ privacy so I am withholding my clients last name. If you like to see the original, by all means feel free to call me and I will show it to you."

The disclaimer allows me to get away from showing the full name and gives my testimonials their credibility back. If they want to see the original testimonial signed by other clients, they will have to schedule an appointment to see me! Actually then never do

You should also include the city. Showing them that you are local shows them that you can help them too and you are not a national company that works elsewhere in the country and may not work for them.

Testimonials WILL increase your response rate. Never leave a customer at closing without getting a testimonial! If you know of happy customers you have done business with in the past, you can always call them and/or mail them and ask them for one and include a stamped envelope for them to mail it back to you.

Happy Marketing!

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© 2008 Fadi Zeidan's Articles.