Testimonials are a great marketing tool for
your business. They provide an external opinion about your business which can
reassure potential customers and help them make a buying decision.
Gathering testimonials from satisfied
customers can take a bit of time, but it is well wroth the effort. Keep them in
a file together so you can always access them as required.
What to do with
Obviously, testimonials make you feel good
and can pick you up at times when business is a bit slow. Although this is a
legitimate use of testimonials, they are of more use when you share them with
Testimonials can be included on websites,
brochures, flyers, the back of business cards, posters, information sheets, in
media releases, advertisements, product packaging and more. In fact, you can be
creative and put your testimonial in all sorts of places.
You may even find some testimonials can be
useful for developing a new tag line or slant for your advertising
How to present them
Testimonials can be used by themselves, such
as a testimonials page on your website or a list you can hand out.
For a customer who is looking for some
reassurance or a better sense of your business, this list may be useful.
However, many people probably wouldn’t take a lot of notice of this page on your
site or in an information pack.
The more effective use of testimonials is to
intersperse them with your main text.
For instance, if you sell a range of
products, you can have testimonials for each product on the relevant sales page
for that product. Customers after only one product will then see the relevant
testimonials as they are deciding whether or not to buy from you.
Having testimonials throughout your general
information makes it more visible and useful. A few well placed testimonials are
more convincing than an overwhelming list that includes more information than is
Make sure that all customers giving you a
testimonial are aware that you intend to use their words publicly. If any
request their name to be presented in a given way, then do so – for instance,
many people would prefer to be listed as Mary or Mary A rather
than Mary Alexander.
Be careful of divulging too much information
about your customers. Not only does this violate your customer’s privacy and
perhaps their trust in you, it may make other people wary of trusting you with
If customers are happy to be contacted as a
referral, give those details out as required rather than spreading their email
address or phone number everywhere. This is where a sheet of testimonials with
some contact details can be useful to have on file to give selected people who
wish to hear personal testimonials.
If testimonials come from business owners,
offer to list their business name as well as their personal name. So a
testimonial could be from ‘Tash Hughes of Save Time Online’ instead of ‘Tash
Hughes’. This a nice extra for your customer and also makes their testimonial
look a little more official and credible if you are offering business
When adding testimonials to your website,
there are extra considerations.
For instance, you can hyperlink the
customer’s business name to their site rather than just list the name. Of
course, this helps increase the page ranking for both sites so it is an
Because of the public nature of the web,
don’t include email addresses or phone numbers of people giving you
testimonials. Listing their email addresses opens them up to spam, if nothing
else, so it isn’t looking after your customers. Tell potential customers to
contact you if they want contact details to go with any testimonials.
On the other hand, not naming people at all
in testimonials reduces their impact. If no name is attached, what
differentiates it from your main message? An unnamed testimonial is more likely
to be perceived as being written by you and thus of no meaning.
Tash Hughes is the
owner of Word Constructions and assists
businesses in preparing all written documentation and web site content. Tash
also writes articles for magazines, newsletter and websites.
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