A possible voice from the future:
“You HAVE to go see Saw XIII! It was SO AWESOME! The best one since Saw VIII!”
Nothing is more powerful than a referral. In the business world we call them testimonials. Testimonials are the best advertising you can get, because they are authentic recommendations from people you trust-usually your friends.
If you have someone who is willing to give you a positive testimonial, never leave the writing of it up to them. No offense to them, but you will get something stiff and boring.
Always interview your “testimonial-givers.” Your goal is to get them to tell the story of their interaction with your company. Here’s what to ask to get the story:
- Why did you need ABC’s product/service?
- What does ABC’s product/service help you do better?
- Why wouldn’t another product or service do?
- How did you feel when you first used the product/service?
- Would you tell a friend about ABC’s product/service?
Weave the story together from the responses, using your own words only to connect sentences and phrases. Here are a few more tips:
- Ask permission to use your customer’s full name. It makes your testimonial believable. Add other information, such as the customer’s occupation, city, province or company name if it will be relevant to your readers.
- Customers have different reasons for using and loving your product or service. Consider the marketing piece you are using the testimonial for, and make sure the testimonial lines up with the audience needs.
- Testimonials look great as pull-quotes in a brochure or flatsheet. This layout style makes it easy for readers to find and read them.
- Don’t double-up on testimonials that say exactly the same thing, unless you know that it’s the most important feature your product has. It doesn’t translate to twice the trust.
- Always send a final version of the written testimonial to the customer for approval.
Good luck with your next testimonial blockbuster!