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Testimonials: What's in It for Them?By Kathy Gulrich
When it comes to marketing tools, we're all pretty good at asking "What's in it for me?" Let's use testimonials as an example. You might use testimonials because: * Testimonials are much more believable, more credible, than advertising * They can be used to say things about you, or your products or services, that you could never say yourself * They resonate with your prospects * Testimonials give people a reason to do business with you * Your testimonial writers will uncover, and then point out, some ‘off-the-beaten-track’ benefits of your products or services * And did you know that people who write testimonials for you often become your most loyal, long-term customers? And the cost? Virtually nothing. Very few marketing tools give us this kind of return on investment. Yet very few solopreneurs use testimonials effectively. (And many don't use them at all.) Why? In my experience, the biggest reason testimonials are under-utilized is that we feel uncomfortable asking for them. So let's look at building our confidence. I suggest you start by asking a slightly tougher question: "What's in it for them?" Be sure you ask yourself this question before asking anyone to write you a testimonial. Put yourself in your customers’ shoes. What will they get out of writing a testimonial for you? * To start, they'll get the satisfaction of helping you out * They'll be flattered that you singled them out, and asked for their feedback * In writing the testimonial, they will review everything they've gained in working with you, or using your product - and this in itself is of value to them * They get recognition by being listed on your website, or in your brochure or advertisement * And they may even get more business - since readers may follow the link from your site (or advertising) directly to them, their company, and their products So the next time you're a bit hesitant about asking for a testimonial, look back at this list. Forget for a moment about why you want or need the testimonial. Think instead of all the ways the person you're asking will benefit from writing one. Make the shift, and then ask for the testimonial. Walk the talk, I say If you ask your customers for testimonials, please also be willing to provide testimonials for products, services, and businesses that you use and like. When you write them, take the time and effort to do a great job. And be sure to include your full name, along with your credentials, contact information, website address, and so on - so that people can link from the other websites back to you. One caveat, however: Never, never endorse a product or service that you haven’t actually used, or that you’re not totally enthusiastic about. Your positive words about a ho-hum (or worse, defective or unprofessional) product will instantly damage your credibility with your customers and prospects. Sometimes irreparably so. Make it a habit Once you get started, you’ll find that getting testimonials is actually quite easy. And totally gratifying. So make a habit of asking for testimonials. Do it often. Do it consistently. And then use your testimonials to build your business!
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