Business owners and marketers instinctively know that before a prospect turns into a client, they want to hear success stories. When you demonstrate — rather than declare — your business’ value, your prospects are more likely to engage your services. To best distinguish your business and set it apart from your competition, follow these tips to create persuasive and compelling customer testimonials:
1. What’s the story?
A great customer testimonial demonstrates your company’s value and why someone hired/purchased from you. Beyond showing that your customer is happy, the testimony explains their problem or pain point in some detail as well as the impact or opportunity cost of not solving it. Ideally the testimonial is persuasive to your best prospect; they identify with the situation and are compelled to reach for the phone or fill out that “contact me” form on your website.
2. Honesty is the best policy.
If you didn’t get permission to use their name, company or any part of their testimonial, respect their wishes. If you did get permission, great. Be sure you’re clear with how and where the customer testimonial will appear (website, marketing brochure, etc.) “Fake it ‘til you make it” simply doesn’t apply.
3. Think in sound bites.
The most effective testimonials break down the story into smaller components. Well-crafted endorsements grab the audience’s attention so they want to read more. Client references should be parsed out into rotating quotes or bullets on the home page’s sidebar so prospects see how fabulous you are wherever they happen to navigate while visiting your website.
4. Balance the emotional & rational.
Quantitative results get attention; qualitative results can convince your prospect to take action. The most persuasive testimonials speak to both sides of the brain.
5. Real people, real quotes.
Have you ever seen a testimonial quote that doesn’t sound real? Hopefully your current testimonials sound like real people. And there’s no better way to show they are real than by linking them to an actual client’s website, LinkedIn profile or Facebook page. Not only will it show that it’s real, but it gives them a little Google love to boot.
On the edge of your seat? Then check out our blog next week for the remaining 5 tips in creating effective and memorable customer testimonials.
How can we help?
Need help in collecting and categorizing your customer testimonials? Want to more effectively show how your business is different and a superior choice?
We are the spectrum group, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss how to leverage customer testimonials.
photo credit body: Sean Rogers
photo credit body: Umair Mohsin