Testimonials, rave reviews and recommendations of our products, services, and companies are powerful. They are marketing tools that help increase sales, build your reputation and make more money. Anyone who has ever filled out a college or job application knows recommendations and references can be the deciding factor that helps you beat the competition.
You can communicate your own marketing message, but the words of others will resonate on a different level. It’s called Third Party Validation, which is critical in business.
Here are 3 quick tips to supercharge the testimonials you use on your website and Social Media channels:
1. Record a video testimonial from a satisfied client. This can be a 30-60 second snippet recorded on a flipcam that’s easily uploaded to your site. If you can’t record the clip because of distance/location, explore opportunities with Jing, Skype and other video tools. Maybe your client could use their own camera and e-mail you a file. Video allows prospects to hear and see the enthusiasm of your satisfied client. The written words are good for brochures, but they will come to life when a “real person” delivers the message. Priceless.
2. Interview your satisfied client–on the fly. This is ideal for speakers and trainers. When you finish your session, participants and organizers will likely approach you with compliments and gratitude (<Smile>). Ask one or two if they could stick around as the room clears so you can get a quick video testimonial. Of course you’re prepared with your handy flipcam. Keep in mind, not everyone likes to be put on the spot. They may be having a bad hair day or feel nervous speaking off the cuff. If they seem uncomfortable, let it go. Also, consider the target audience for your testimonial. You can use praise from a participant on what they learned and how they’ll apply it. You can also get feedback from the organizer or event planner about how easy it was to work with you. When you do a good job, they look like a hero. Capture their energy–in the moment. Heads up though: if you record a video in a room where you just presented, be aware of background visuals, noise and conversations.
3. Use audio testimonials and pictures. If video isn’t feasible, the spoken word is still quite powerful. Here’s an easy method that worked for me. I ask one of my satisfied clients (a.k.a. “The President of My Fan Club”) to provide me with an audio testimonial. We arrange a time for the two of us to dial in to my free conference call service, which offers a recording option. The client knows in advance the call is about 5-10 minutes; a casual conversation/Q&A that’s being recorded and I will edit the file. After the interview, my assistant transcribes the comments. I review the text to look for short punchy phrases and nuggets. Then I go back and edit the audio portion of the call to match the transcript section I like. Finally, post a high-resolution JPG headshot of your client next to the text and audio file. Now a visitor to your site can see the face of your satisfied client, read a few lines of a testimionial, and hear their voice and words.
Here’s the most important part for the content you’ll gather. Use the ”B-D-A” approach. This is where content rules.
Coach your client to be very specific about the Before, During and After (BDA). For example, ask your client (in advance so they can prepare) what their business/life was like before you came along. Have them identify their challenges. Then ask why they hired you and what it was like to work with you. Let them talk about the emotional feeling of success they experienced because of your expertise, style and personality. The third part is the specific results they achieved from your time together. For example, “We saw a 40% growth in sales in just two months because of the new software.” Numbers and statistics are good.
In the end, testimonials should be concise, compelling and heartfelt. They are also a critical marketing tool that turn prospects into clients. When other people “sell” you, it’s a beautiful thing.
(Photo Credit: David’s Digits)
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