How to Get Testimonials That Boost Your Credibility

Here's the key: The right moment to ask for a testimonial is not when you want it, but when you have demonstrated your competence — it's your performance that makes testimonials compelling. Read: believable.

2. Obtaining testimonials that have value

Asking someone to write a testimonial can be a major mistake. If you do, the chances are you won't get what you expected — or wanted. It's likely to be something that's weak, cobbled together, and unimpressive. For example, "We've been doing business with The Zoomfast Company for 12 years and they always do a good job. Their people are friendly and know what they're doing." How many times have you seen testimonials like this?

Most people want to be helpful, but they don't know what to say or how to say it. So, they fall back on trite words and phrases that fail to convey a meaningful message. Or, they tell the person asking them, "Just give me what you want, and I'll sign it." Either way, the results are less than inspiring.

A more successful approach is having someone who can ask questions that get a person talking to conduct a phone interview and write up a concise and compelling narrative. Then, have the person interviewed review it and make any changes and approve the final content. They will appreciate the help in giving it a professional touch.

Here's an example of what we're talking about. A client asked a marketing consultant to interview a customer for a testimonial, who was a co-founder of a construction company, for a testimonial. The "Why do you think they wanted you to do this?" was the first question. And the answer was an instant grabber, "He saved my business." Then, he went on to tell how he was about to lose a large contract but was able to keep it thanks to the client's knowledge and quick action. The resulting testimonial was short and powerful.

3. Putting testimonials to work

Once you have a portfolio of several testimonials, what are you going to do with them? How are you going to make them work for you? Take this seriously. There is nothing more persuasive than having a customer tell your story

Here are ways for to get the most out of testimonials:

• Include in newsletters
• Showcase on websites and in videos
• Feature in sales letters
• Turn into handouts for meetings and events
• Highlight on social media
• Send when asked for references
• Display on banners at trade shows
• Make seminar presentations

Obtaining interesting and captivating testimonials is exciting. But there's one more step: Obtaining permission to use them. In fact, tell those interviewed you will send them the proposed wording, along with a testimonial release form (ask a lawyer to make a recommendation). Don't use a testimonial until you have a signed release in hand.

Testimonials can be one of the most powerful influencers available to marketers and salespeople. But get them right and using them effectively to maximize their benefits takes thought, planning and expertise.

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John Graham of GrahamComm is a marketing and sales strategy consultant and business writer. He is the creator of "Magnet Marketing," and publishes a free monthly eBulletin, "No Nonsense Marketing & Sales Ideas."