Testimonials are valuable social proof. They explain the results of working with you from your client’s perspective. And, if you use testimonials correctly, they can do the marketing work for you.
You don’t want any old testimonial. You want ones that tell the story of your client’s transformation. Talk about powerful!
In this marketing strategy, I will teach you two important aspects of testimonials and your marketing:
- How to get high-quality testimonials from past and current clients
- How to incorporate testimonials in your marketing
Ready to supercharge your marketing with testimonials? Keep reading!
Client testimonials are super important for your marketing – instead of you telling everyone how great your programs and services are, your client is saying it. A client raving about your services is more believable.
Let’s look at how to ask your clients for powerful testimonials.
Getting powerful customer testimonials
#1: Don’t wait to ask for a testimonial
Entrepreneurs (mistakenly) often wait until the end of the program to ask for the testimonial. By that time, the client has mentally “moved on.”
Instead, begin asking for a referral in the middle of the program or when the client gets a great result. Catch your client when she’s excited, and her joy will reflect in her testimonial.
#2: Make it easy to give you a testimonial
If you want a great testimonial, you need to make the testimonial process as easy as possible for your client. Clients are usually willing to give a testimonial, but the thought of writing one can be daunting. Consider using a survey to ask your client specific questions, which you can finesse into a written testimonial.
#3: Use before and after statements
Remember, the point of a testimonial is to convince a sales prospect to work with you. To accomplish this, make sure your clients’ testimonials have before and after statements. Here’s an example:
Before I started working with Jill, my marketing was a disorganized mess, and after working with Jill, I know exactly what to do with my marketing.
The before statement summarizes what her life was like before working with you (your sales prospect’s current situation). The after statement shares how great life is now. If you can add statistics or data to the after statement, this will strengthen the entire testimonial.
My marketing was not effective and I had no idea how to get clients on my email list. I worked with Jill, and she helped me write a marketing plan. And thanks to her guidance, my email list increased by 25 percent!
Adding testimonials to your marketing
Now that you have testimonials, it’s your job to share your testimonials far and wide in your marketing. Here are four ways to incorporate your testimonials in your marketing:
#1: Add a testimonial page to your website
Your website should have an entire page devoted to testimonials. Once you have two or three testimonials collected, create a Testimonial page. I have a “Praise” page that lists my testimonials.
Your testimonial page can be shared with your sales prospects before an Introductory Sales Call. Not to mention that any visitor to your website can review your testimonials – which will help her feel more confident about taking the next step with you.
#2: Create a testimonial flyer
In addition to having your testimonials on your website, you should have a testimonial flyer that you can distribute at networking meetings, speaking gigs, and wherever you’re hanging out with ideal clients and referral partners.
My testimonial flyer is a Word document. I add my logo to the top and copy/paste the testimonials into the Word doc. I also add a call to action at the end of the flyer so people know the next step.
#3: Add to your e-newsletter
If you send an e-newsletter, considering sprinkling client testimonials into each issue.
Create a collection of graphics and then rotate each one. Or leverage the exact verbiage from your Testimonial page. Start at the top and work your way down the Testimonial page. When you reach the bottom, go back to the top. It’s okay to repeat testimonials!
#4: Create images with your testimonials
Testimonial images are super handy to have. You can share them on your social media sites, in your e-newsletter, at the bottom of your blog posts, in PowerPoint presentations, and so much more.
Use a tool such as Canva or PicMonkey to help you create testimonial graphics. Or hire a graphic designer to help you.
If you go the DIY route, I recommend having a testimonial template – something you can repurpose with each testimonial. This will save you time, plus it leads to branding consistency. It doesn’t have to be fancy – just your branding colors and font type.
Here’s an example of a testimonial graphic I created in Canva with the help of my graphic designer:
- Create a survey to help you get referrals from your clients.
- Ask clients now for their testimonials, not when it’s the end of their time with you.
- Be sure the testimonials capture before and after statements.
- Incorporate your testimonials everywhere in your marketing, including social media, e-newsletter, flyers, and website.