Make sure you get these key people singing your praises…

It’s been said that your most precious business asset is your testimonials collection. Some people have even admitted that they’d go back into a burning building rather than watch their “silent salesmen” go up in smoke. So, what makes a great testimonial and more importantly, how do you go about getting them?

Testimonials are powerful because they offer a third party endorsement for what you do. People expect you to “talk up” your talents, which means they’re pretty cynical when you talk about your successes. However, when someone else writes about how you’ve helped them, it really can add to your credibility.

However, not all testimonials are effective - feel the difference for yourself…

“I felt really relaxed when I had my session with Jane and I’d thoroughly recommend her to everyone…” JS, Manchester

“I’ve had a bad back for nearly three months, and I didn’t really believe that Jane’s treatment would help. But to my amazement, after just one hour all the pain had gone and for the first time in ages, I had a really good night’s sleep.” John Smith, IT Consultant, Manchester.

The first is always nice to hear – but the second is going to be much more effective at selling on your behalf.

Let’s investigate the component parts of a great testimonial:

Firstly, it’s much more powerful if the problem is identified before the solution is revealed. Other people with back pain will identify with the misery that John, (the testimonial provider) had been experiencing. Secondly, by admitting his cynicism, John effectively answers the doubt that naturally arises in most people’s minds.

Of course, all testimonials tend to mention the benefits – but most fail to include the primary gain! John’s pain being relieved is of course, a benefit…however, the fact that he was able to sleep is the primary gain.

While most people know that you’re going to want to use their testimonial for your publicity machine, it’s still always a good idea to ask for their permission first. And while you’re at it, always ask them if you can use their full name and job title. Avoid using initials on a testimonial at all costs – whether or not it’s true, it makes people suspicious!

If you’re providing a great service, most people are happy to provide you with a testimonial – but their biggest block is knowing what to write. Armed with the knowledge in this article, you can now guide them!