Testimonials are just about the best marketing tools around. Here’s a summary of what they are, why and how to use them, and how to obtain them.

What is a testimonial?

A client testimonial is a positive personal statement by a client about their experience with your services or product. Merriam-Webster’s dictionary tells us that a testimonial conveys esteem and admiration.

The important word here is “personal.” The testimonial reflects the reality of a client’s time spent getting help from you. This is its chief difference from advertising and marketing copy. Testimonials are not provided by the vendor, but by the client.

Why are testimonials worth the work?

There are at least four reasons why testimonials are worth the work:

First, they have the persuasive power of endorsements from people who have actually benefited from your services.

Second, they give a sense of your reliability as a vendor.

Third, they give a sense of what you are like and how you work.

Fourth, they add energy to your marketing materials.

In other words, testimonials help to engage the potential client and lay the groundwork for a working relationship.

How can I collect testimonials?

Clients who are happy with your work will inevitably be happy to talk about how you made their working life easier. But it also helps to let them know, at the start of a project, that you’ll be counting on them for a brief project review once the work is done. I like to include this in the proposal itself, mentioning that I do this in order to learn how to serve my next clients even better.

Have on hand a standard set of questions such as, “How has the work we’ve done together been helpful? What could have been done differently?” And even, sometimes, a rating can be useful: “On a scale of one to five, how would you rate the final product, or my responsiveness, or my knowledge of the subject?” Finally, ask “Are there others who would benefit from the same services I’ve provided you?”

Be sure, however, to do this in a phone call, and not by sending out an evaluation form. What you are seeking for is the spontaneous personal statement that has color and feeling to it.

How can I make a testimonial out of rough notes from a conversation? Will it still be honest?

Good question. Testimonials are rarely quoted verbatim. Take your notes, and polish them into a few sentences. Use the first person, of course. And then send your draft to the client to get their agreement that you’ve captured their opinion of your work.

A few other guidelines:

Anonymous testimonials have little effect. Always include the client’s name, title, company and location.

Use them to overcome objections (“WordDrive’s location 3,000 miles away was absolutely no obstacle to successful completion of the newsletter.”).

Have dozens? Arrange them by industry group, or by product.

Include them on your website, newsletters, brochures, and blogs.

In the end, you’ll find that working with a client to develop a testimonial will strengthen not only your marketing efforts but also your relationship with the client.

Copyright (c) 2010 Jane Sherwin. You may reprint this entire article and you must include the copyright info and the following statement: “Jane Sherwin is a writer who helps hospitals and other healthcare facilities communicate their strengths and connect with their readers.”

Author Bio: Learn more about Jane at http://worddrivecommunications.com/index.htm. Subscribe to Jane’s free monthly e-newsletter at http://tinyurl.com/2enrdqx for practical tips on communicating effectively with customers, clients, employees and the public.

Category: Writing
Keywords: testimonials,how to prepare testimonials,testimonials that work,how to obtain testimonials