The Power of the Testimonial
Including testimonials in your copy is a very powerful way to create trust and believability in your products and services. Getting positive feedback from satisfied customers speaks volumes more than you could ever say about yourself. According to marketing guru Dan Kennedy, “What others say about you and your product, service, or business is at least 1000% more convincing than what you say, even if you are 1000% more eloquent.”
Once you make a successful sale, ask your customer about what they really liked about your product or service. What did they like about working with you? If you have given a presentation, send out a survey afterwords asking for an evaluation. Or you can ask for a testimonial in the form of a video or tape recording. Always make sure you have permission to use their feedback as a testimonial.
One thing to be careful of with testimonials – FTC regulations instituted in July 2009 now state that testimonials MUST reflect the typical or average performance of a person using your product or service. Exceptional results are not allowed, even with a disclaimer.
Also, there are some professions, where it is not legal to use testimonials at all, such as the medical field. In these cases you can often use case studies, or a testimonial about “how” the product or service is delivered. These laws vary by state – so check with an attorney if you are in doubt.
Feel free to leave any questions, ideas, and feedback below. I love to hear what you have to say. If you found this post helpful, please share it with your Twitter and Facebook friends by clicking on the share buttons, or if you have other bookmark accounts, please click on the Bookmark and Share button. I deeply appreciate it!! Thanks so much for your time and attention!
To Your Success!
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Tagged with: believability • disclaimer • positive feedback • testimonial • trust
Filed under: Getting Results • Marketing Tips
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Hi Lori,
I know that testimonials are powerful, but have been too shy to ask for them. Even when I get unsolicited compliments, I’m not sure how to ask the person if it is okay to use them in my marketing materials. Do you have any tips on how to overcome that original awkward moment?
So glad that we have connected on The Unified Tribe.
Thanks!
Laurie
Hi Laurie! Thanks so much for your comment – very much appreciated. Are you getting tongue-tied when speaking to them in person? If so, perhaps you could send them a follow-up email saying something like – ‘I was deeply touched by your compliments the other day and would love to feature you on my web page’. (make it about them, not about you) May I have your permission to use your kind words as a testimonial on my site?’ You should get written permission from them anyway, so this will give you the documentation you need when they respond.
Offer them an option of a text only, text with photo, or video testimonial, and reassure them that their privacy will be protected by only using their first name and last initial.
Now, about the shyness – are you afraid that they might say “no”? If the comments they gave were unsolicited, then I am sure they would be happy to do this for you. If they are happy enough to provide you with unsolicited compliments, then they will most likely be very happy to help you out.
A great technique I have found for clear fears, including shyness, is emotional freedom technique. I’ve used this alot to help me break through emotional blocks that have kept me from succeeding with my business in the past. It’s awesome:)
Let me know how you do!
Lori