When a potential customer is teetering on the edge of buying or not, testimonials are an easy way for you to influence that final push. Testimonials are reviews of your company or your product by current clients with whom you have a successful relationship. For unsure buyers, having a testimonial alleviates some of the risk of purchasing a new product. Your potential customers have already heard everything you’ve praised about your product, but an unbiased source can convert this into a purchase.
Psychologically, people also tend to follow others. Before your potential customer dives into the water, they will look to the side to see if someone else has done it, too.
Current clients who have had a good experience with you won’t begrudge a testimonial either. So don’t be afraid to ask for it!
Try some of these tips for creating unbeatable client testimonials.
- Take testimonials however they come. Testimonials can come in many forms: videos, comments on websites, and a more formal and traditional version of writing it out. There’s no telling which form of testimonial will work for your potential customer. If you sell clothing and accessories, a picture of a satisfied customer wearing your product in an appealing way can be a great testimonial!
- Make it easy on the satisfied customer. Your current clients may be willing to provide a success story, but don’t make them work too hard! Supply them any resources they need, particularly if you are planning on creating a video. If clients are having a difficult time coming up with something to say, giving them prompts or questions is appropriate.
- Leave the customer’s voice. An authentic and organic voice will be the best attribute of your client’s testimonial. Potential customers like the testimonial over the propaganda simply because it is human. For this reason, faking a testimonial is the worst sin you can commit. People can see right through false testimonials. Let the satisfied customer’s voice shine through by not editing their words, even if there are glaring errors or if the current client admits some of your shortcomings.
- Ask for specifics. The more specific your satisfied client is, the more they take out the risk involved with buying a new product. Potential customers will feel more at ease as they make a purchase. This will also help add to the authenticity of the testimonial.
- Include information about the client. Obviously, you don’t want to ruin a good relationship with a client by eliminating their privacy. But the name of the client can add prestige, authenticity, and context to the testimonial. Ask the person giving the testimonial what information you can include about them. If your client is a business, absolutely include the company’s name. If your client is an individual, first name and occupation may suffice. This information can impress a potential client, but also help buyers determine who your product is for. For instance, if a customer sees that other purchasers of your product have been mostly teachers, they will know that your product is a good tool to use in the classroom.
“Why Testimonials are important in PR Marketing Campaigns.” http://www.impactpr.net/why-testimonials-are-important-in-pr-marketing-campaigns/. (22 July 2013).
Garrett, Chris. “5 Tips for Knockout Testimonials.” http://www.copyblogger.com/testimonials/ (22 July 2013).