A proven business marketing tool with strong ROI (Return on Investment) is undoubtedly the testimonial. For both brick-and-mortar and online businesses, testimonials can do wonders for building a reputation, consumer confidence, credibility and a competitive edge. Getting positive word circulated about your business is an important stage in its success and testimonials are extremely effective in doing just that.
While testimonials can come from experts, groups or organisations in your sector, the most powerful form of testimonial is that of customers, as they convey a genuine approval of your product or service. Not only were these customers happy with your business, but they took the time to let you know. When potential new customers read such praise, they’re more likely to feel confident in also using your business services.
In short, testimonials give your business credibility. For businesses that have been around for years, their longevity already says a great deal about what they have to offer. However, customer testimonials can only help, providing further proof of relationships built over time; a loyal customer base that has returned because of satisfaction.
For the newer business, the power of testimonials can be even greater. Without a brand name or established years to reference, new customers will look for further guidance as to the quality of a new business’ products or services. Testimonials can provide that much-needed reassurance.
So how do you go about obtaining testimonials? Simple… ask! Sometimes people will feel inclined to write you a letter or email to thank you for your service but often people are too busy to go to the effort. However, you can easily contact your customers and ask for general feedback – are they happy with the service you provided? Did they receive their order in good condition? Ask a short series of questions – you don’t want to take up too much of their valuable time – and then ask them if they would mind writing a testimonial for you. If you’re speaking with them in person or on the phone and they say yes, and most will, you could even ask them to say it then and there while you write it down – before they forget about it.
As a thank-you to them for their time, consider offering a special gift or discount off their next purchase.
Once you have some testimonials you can use them in various forms:
- on official websites
- in brochures
- within on-hold messages
- in newsletters
- on car stickers
- framed on the wall within business premises
- within other promotional copy such as letters and media releases
The best way to display written testimonials is to include a full name and contact details (e.g. Sue Smith or at the very least, Suzy S., Perth Australia, then include their email or web site address) However, do this IF, and only if, you first obtain the person’s approval to display these details and that they’re happy to recommend your services. Alternately, if it’s possible to have an audio testimonial.
With their complimentary words, testimonials certify a business’ quality and set a standard to be lived up to.
A promise to all future customers.
Donna-Marie Coggins is an author and business owner, providing guidance, resources and support to small and micro-businesses. For tips and resources on running a small business and your free guide, “60 Free And Low-Cost Ways To Get Your Business Noticed”, go to Donna-MarieCoggins.com