A written or spoken statement about your products/ services by a customer is termed as a Testimonial. Testimonials can do wonders for your business as it acts as an unbiased recommendation for the kind of services you provide. The foremost objective of a testimonial is to establish credibility and build trust with prospective customers. Testimonials are effective when they are specific, relevant and make a statement.
How do we get them?
The best place to get testimonials for your business is from your ‘Best Clients’. The best clients include the customers who are extremely satisfied with your products/ services so far and are willing to continue the business with you further. Create the testimonials yourself and take the permission of your client before you make use of it.
You can also frame a questionnaire with rating scales about the different aspects of your business and frame the answers together as a ‘Testimonial’. Once you are done, get in touch with the clients through an e-mail, a phone call or a face-to-face meeting depending upon your relationship with them.
How does a good testimonial look like? A testimonial is more effective when • it defines your expertise/ portfolio that a prospective client could relate to • It is credible and validates the promises made by you • It is from someone whom your future customer’s value/respect • It shows the results your clients got by using your products/services
How do we leverage them?
A testimonial can be used in any of your marketing activities.
• Have them in the homepage of your website • Have them in the brochures/catalogs of your products or services • Use them for your PR/Communication Activities • Put them in a place where your prospective clients can see them
• Convert them into case studies and use them in your website/brochures Do not forget to take permission from your client before you go ahead with any of the above activities.
What You Shouldn’t Do?
• Make a lot of changes: In case you need to make changes to the testimonial, be sure that the changes don’t affect the context of the testimonial and you have your approval
• Fake Testimonials: The biggest mistake a business can commit is to create fake testimonials. Once caught, your entire credibility will be lost. It takes years to build trust but seconds to lose it.
• Too many Testimonials: It’s true that testimonials build credibility. However having too many testimonials can diminish the original effect that it can have on the prospective client. Use crisp and relevant testimonials in the sales page. If you would like to display more testimonials, you can make use of ‘See more’ button and link it to the page of testimonials. Testimonials can influence a client’s purchasing behavior as long as it is unique and relevant. Make sure you follow the basic guidelines before making use of them as they have the ability to make or break your business.