How to Get Awesome Testimonials
Wish more people would hire you with less questioning and fuss? Get stronger testimonials.When potential clients are balking about price, stalling, or otherwise skeptical, it’s because they’re not 100% convinced you can deliver incredible results. You can (and probably already have) told them everything you can think of about why you’re awesome. But it’s way stronger when it comes from an unbiased third party. Enter the testimonial.
When it comes to testimonials, I see small businesses making a couple of big mistakes. First, not having any testimonials! Too often people just “haven’t gotten around to it.” And second, a lot of businesses have long or unfocused testimonials. These are a bore to read…so they don’t get read.
Here, I share first what makes a testimonial awesome. And second, how to elicit awesome testimonials. Do this well, and before a prospective client ever talks to you, they will already be eager to work with you. Seriously! People say to me all the time, “I’m so happy to meet you. Your success stories are incredible.”
Five Components of Awe-Inspiring Testimonials
How to Solicit an Effective Testimonial
How do you get clients to include all of these awe-inspiring things in their testimonials? First, you have to ask! Too many of us fail to make time for this really powerful marketing opportunity.
When you ask, ask questions that elicit the components I discussed above. Here is a template to get you started:
- Describe your situation that made you go look for someone like us. What challenges were you facing?
- What results have you seen from our work together? Include numbers or percent changes if at all possible.
- Why were these results important to you? What did you get from them?
- Would you recommend us to others? Why? To whom?
To give you some ideas, check out my testimonial page.
With a few hours’ work, you can have an awesome new set of marketing materials! Great testimonials can easily push people from “sitting on the fence” to “eager to work with you.”
Make a list of 5 former clients, who loved working with you. Send them an email telling them how much you enjoyed working with them, and asking if they’d take 5 minutes to write a testimonial for you. Include the questions I listed above (or your modified version).
When you get their response, edit the answers into a single, brief statement. Keep their own words! Send it back to them to get their approval, and then include this on your website, brochure, rate card, proposals, etc.