One of the most effective (and affordable) marketing tools you can have is a heartfelt testimonial from a happy customer. Why? Because if you tell the world how amazing you are, few people will believe it. But if someone else raves about you, it’s a whole other ball game. Here are a few suggestions that will help you get testimonials from your customers:
1) Call your first witness.
Even the happiest customers will rarely send unsolicited praise, so if you want a testimonial you have to ask for it. Personally call or e-mail your best clients to request a testimonial. If your client base is larger, conduct an open-ended survey or hold a “biggest fan” contest to collect testimonials.
2) Capture off-the-cuff remarks.
Most positive feedback from customers happens on the fly. The next time a customer tells you something great about your product or service, ask this golden question, “Can I quote you on that?” Then write up their quote, e-mail it to them for their approval, and voila! You’ve got a great testimonial!
3) Leverage the power of pictures.
Whenever possible, ask your customers for a picture that can accompany their testimonial, or better yet, get a video testimonial. You can share these videos on your website, YouTube page, and in e-mails. Whether professionally produced or taken with a Flip camera, video testimonials go a long way in establishing trust with prospects.
4) Seek neutral ground.
Your website visitors will take everything on your site with a grain of salt but a testimonial posted on a 3rd-party site can be incredibly powerful. Encourage your customers to send praises via Twitter, Facebook, blog entries, or forum comments. To feature these comments on your site, add a ‘live’ Twitter feed to your home page or link to blogs and other places where customers have left favorable comments.