Client testimonials win customers

At Flying Solo LIVE! I was on a panel where we discussed the importance of ‘Making an impression’. At the end of the session, many of the questions related to client testimonials, so I figured the topic was worthy of an article.

Why are client testimonials important?

Testimonials create an enormous amount of trust because they provide proof to prospective clients that using your products and services will lead to a positive outcome. In a nutshell, they turn readers into customers.

Just starting out and don’t have any testimonials?

No problem, simply offer some discounted products and/or services to your target clients with the expressed purpose of obtaining feedback. The return on this investment will be substantial.

Why you must include adequate information about the testimonial-giver

We’ve all read client testimonials that look fabricated, and sadly, rather than creating trust, the testimonial creates distrust. To showcase authenticity include as much information about the testimonial-giver as possible, such as: full name, location, their age (if appropriate), and a website if they have one. Some testimonial-givers are also happy to supply their phone number and/or email address.

Who are the best people to write your testimonials?

Put simply, they are the people from your target market. For example, if you are selling a product to teenage boys, then the most effective and powerful client testimonials will come from other teenage boys rather than middle-aged men, mothers or teenage girls.

How to get cleint testimonials

No matter how much your client loves doing business with you, writing a testimonial can be a hassle. To make the process as easy as possible, here are some tips:

Pursue a testimonial during the immediate post-sale glow, rather than a week or month down the track.
If a client has emailed positive comments to you, reply back and ask if you can use their exact wording for a testimonial. This requires no work for you or the customer.
If a client lavishes praise upon you in person, ask them if you can document their comments for a client testimonial. In fact, if time permits, write the testimonial in their presence so they can review it immediately. Again, very little hassle for either party.
Write the testimonial yourself! Check out this article on what to do and how to do it.
If you ask the client to write a testimonial, politely provide a deadline by saying something like, ‘Can I please have it by next Thursday because I’d like to use it for a promotion I have planned.’ Without a deadline, you might never receive that priceless testimonial.
If the customer asks for guidance on what to write, encourage them to write about the most important message/s that you want to get across to prospective clients. For example, if you’re a plumber you could ask the person to include details about how you: arrived on time, solved the problem quickly, showed courtesy and professionalism, and left the place tidy.

Client testimonials are huge trust-builders that can make or break a sale, so include them in all your marketing material.

Do you think client testimonials are important or irrelevant? Has a client given you a testimonial that you’re proud of? If so, share it here.

Lucinda Lions is a professional writer/copywriter who specialises in writing persuasively in order to turn your readers into customers, and your browsers into buyers.

09 Nov 09

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13 comments | Add your own 1 2 3 | Next» View all»

Great tips, Lucinda. I particularly like the one about writing it down on the spot!
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Testimonials are absolutely important. As is their positioning on a website.
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Rather than a long list of testimonials of endless text on a dedicated page, lose the dedicated page and add the testimonials as quotes to the relevant pages. For instance, if your testimonial is about your great value, then list this on your price/fees page. Or if it's about great availability, then list this on your contact page.
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Not only does this provide context, quotes (if done well) can add a beautiful design feature to your website. Amanda Gonzalez from Coogee, New South Wales | Read my articles
Great stuff Lucinda - you never disappoint!
Another great way to obtain testimonials if via Linked In. If you have done business with someone in your network, whether they are a provider or client, ask them for a recommendation. If it is good, you can then ask if you can use it on your website and other marketing material. Amanda Griscti from Sydney
I would love to have captured some wonderful comments from all of my previous clients. But missed a few of them.
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WIll have to add that step to each project from now on. Fiona Fell from Albury/Wodonga, Australia
I was lucky enough to be at the session that inspired Lucinda to share this article with us.
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I adopted the technique "If a client has emailed positive comments to you, reply back and ask if you can use their exact wording for a testimonial. This requires no work for you or the customer."
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So far this has been a low effort and I am pleased with the results.
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Thanks Lucinda for all you other suggestions!! Heather Smith from BRISBANE | Read my articles
"Don't ask me, ask my existing clients" is probably the most powerful phrase I know of when it comes to winning new business. Grant Hyman from Sydney | Read my articles
Hi guys, thanks so much for commenting on my article.
Amanda 1, thank you for your positioning tips, I love how you’ve given us some design advice as well! I think a combination of testimonials dispersed throughout a website, along with a dedicated testimonials page is a wonderful, winning combination.
Amanda 2, that’s a fantastic suggestion. Social media definitely opens up many new avenues for gathering testimonials. Thanks so much for sharing this with us.
Fiona, it’s never too late to get a testimonial from a client. Just give them a call or email them and explain that you’re gathering testimonials from some of your most valued clients. Remember, testimonials promote them too, so they’ll probably be happy to help.
Heather, after Flying Solo Live! you emailed me and you were so enthusiastic about implementing the suggestions I shared on the panel session. It’s great to see that your enthusiasm is still shining brightly.
Grant, you’ve summed up the essence of this article perfectly! Lucinda Lions from Sydney

13 comments | Add your own 1 2 3 | Next» View all»

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