Unlike customer reviews, you know that testimonials are going to be positive. The trick, however, is to find a way to incorporate testimonials into your content in a way that doesn’t seem pretentious or distracting. Realistically, it can be difficult to get even satisfied customers to permanently attach their name to a testimonial.
This makes the testimonials that you do get even more valuable when it comes to all aspects of your marketing efforts. While glossy text by professional writers can be effective, real people describing their personal experiences still has a big impact when trying to attract new customers.
What a Testimonial Should Include
Testimonials can be effective as long as you make sure that each one you use includes certain basic elements. You do have the option of purchasing “testimonials” that are already written, but this isn’t really all that effective since you get generic writing that is clearly too polished to fool the discerning customer. Besides, using real testimonials projects an image of honesty and integrity. As a general rule, each testimonial you use should:
• Use real names – Never post an unattributed testimonial or you will lose any benefit of having a testimonial in the first place. As for names, some variations such as first initial and last name or first name and last initial can be acceptable.
• Don’t do too much editing – It is fine to edit for length with the testimonials you use. However, you generally want to leave the words exactly as they were written and only correct obvious spelling and grammar errors without changing the meaning of what is being said. Even if they are real, super perfect testimonials may come across as fake.
• Specific references to an experience – Just saying that your business is wonderful isn’t going to pack as much of a punch as a customer referencing a particular experience with your business. Generally, a date reference should at least include a month and date.
Constantly Collect Testimonials
Recycling the same handful of testimonials isn’t going to do wonders for your credibility. Would you opt for a business with testimonials from a few years ago or one with testimonials from just last month? Continuously seek testimonials.
Take a minute to look over what is being said, make some minor grammar and spelling corrections and post your testimonial. Politely ask for testimonials by sending out “thank you” emails to recent customers that include a request to leave feedback to your blog or website. Include a link to make it as convenient as possible to take a minute to write a testimonial.
Make the Most of It
Finally, make the most of the testimonials you get. Testimonials can be used across almost all of your marketing platforms. Go back and delete older testimonials now and then as you get newer ones. This makes your testimonials more relevant and effective. Regardless of all the high-tech marketing options out there today, there is still no greater marketing tool than a satisfied customer willing to share a positive experience with everyone in their own words.
