Testimonials: Feel The Love!

Tired of reading all the compliments your competition's racked up on its website? Besides finding more productive uses for your free time, here's how to collect some quote-worthy testimonials all your own:

Survey clients at the close of every project. Ask for written feedback on highly specific areas of performance, and provide a mix of check-off and open-ended questions. Conclude with a request to use the comments provided in your marketing efforts, along with a spot for the respondent to sign, date, and confirm his or her title and company name. This method is effective not only for soliciting testimonials, but for a regular performance check as well.

Solicit updated comments regularly. Email clients the text of the testimonial currently in use, and ask if they'd like to update it to include a current purchase or assignment.

Gather some great catch phrases. Ever read a compelling testimonial and find yourself thinking, "Gee, I wish someone said that about me?" Archive some phrases you find particularly powerful and have them at the ready when a customer says, "If you put some ideas together, I'd be happy to sign it." One caveat: be realistic and shoot for the ring of truth, not an over-the-top love fest.

Cover your bases. When soliciting comments, be sure they don't feature clients in a single industry or focus on a sole product or service. Never leave prospects wondering about your ability to deliver in other areas. Choose comments that promote a variety of skills or benefits, and showcase your expertise in various industries to best advantage.

Don't forget vendors. Who says testimonials have to be from clients? Service providers can certainly speak to your industry savvy, negotiating expertise, or attention to detail.

Finally, sprinkle testimonials throughout your brochures and websites. This way, they are more likely to be read than an isolated block of copy labeled "testimonials." Try to match client comments with relevant content whenever possible. For example, if someone is praising your firm's extensive knowledge of the industry, use it next to bios and headshots of your management team.

About the Author
NJ copywriter Lisa Fahoury, a Certified Business Communicator and principal at Fahoury Ink in West Orange, is the editor of Creative Compost: Where Great Marketing Ideas Grow, a marketing newsletter focusing on offbeat promotion strategies. She is also the creator of the Think Like a Fish seminar series on creative thinking. Reach her at 973-324-2100 or info@fahouryink.com. ©1998-2009 Fahoury Ink LLC. All rights reserved.