When you ask a client for a testimonial what do you get?
“You write it, I’ll sign it!”
How many times have you had a client say that?
The truth is, even your raving fans might find it hard to give you a testimonial that will have your prospects queuing up to hire you, so sometime the only option is the obvious one.
When you set out to write a compelling testimonial, here’s a great structure to follow courtesy of Phil Jesson of http://www.business-pulse.com/
Step 1 Identifiable: “We chose you because we were struggling to get the profits we knew were possible. We were impressed by your understanding of our business and interest in our issues.”
Step 2 Quantifiable: “Within six months we could see significant improvement in our sales.”
Step 3 Auditable: “By the end of the year we had increased our profits by £10k.”
Step 4 Priceless: “We can’t imagine running our business without you and have no hesitation in recommending you to others.”
Here are a couple that were constructed at the last Business Owners Breakfast:
For Chris Whipp – Paradigm Shift
“My company had the potential to do well, I had a good bunch of people working for me, but they all worked independently. With the help of Chris and using his meticulous methods we have achieved interdependency among members of what is now a great team. Team members now work effectively together on complex issues and everyone involved is more motivated and satisfied and the business goes from strength to strength. I highly recommend Chris to anyone wishing to create effective, profitable teams within their business.”
For Angela Wilson – Angela Wilson Bookkeeping
“When I came to Angela my accounts were a mess and I was wasting lots of time looking for papers and information. Within 1 month Angela had provided a simple working system which reduced my stress and freed up enough time for me to start a new project which has so far netted £3,000 profit. Hiring Angela isn’t a cost to my business; she adds so much value I wouldn’t be without her.”
Make the testimonial even more compelling
Before writing a testimonial from your favourite client think about what you’re really selling. We all engage with people on an emotional level and need to understand exactly what that means to our clients. For example Harley Davidson sells freedom, Nike sells winning, Revlon sells hope. In the testimonials above, Chris is selling a mixture of confidence, relief and satisfaction while Angela is selling peace of mind and trust. If you’re in doubt – ask your clients and be sure to weave these emotions into the testimonials for maximum impact.
End Note: At the end of the meeting when we went around the room and got people to read out their testimonials it was amazing what an impact a good delivery made. Think about recording your clients giving an audio or video testimonial – especially if you can get them to do it spontaneously. It may not be as carefully constructed as a written one but the genuine enthusiasm and transparency will make it very powerful.
If you’ve got a great testimonial, share it with us in the comments below.
Ann Hawkins is a business mentor who will help you to make more profit, keep you accountable for your sucess and introduce you to a support network of your peers. Ann is the founder of The Inspired Group, co-presenter of The Business Hub radio show and owner of The Social Media Show. If you’d like to talk to Ann about how to take your business from OK to Excellent call her on 07711 705038
Hi all, back from break in Swansea :). My testimonial for Jon Torrens:
As a frequent public speaker, I'm still worried my humorous material is a joke! Talking with Jon at a recent BOB meeting, I was impressed with Jon's knowledge and accessible approach. I sought his advice.
A key lesson is to keep it short, avoid verbosity and get to the point.
I'm working on it!
It was a really useful meeting. Here's the testimonial I wrote for Chris Thomas:
'A month ago I had no idea how to publish my book idea and thought I simply couldn't do it. Chris clearly illustrated the different possibilities regarding the practicalities of formats, costs and designs, opened up some exciting avenues, and I can't wait to get started. I'm now ready to take the next step armed with my new knowledge.'
At first I thought that what I'd written was too concise, but the group seemed to like it!
This sounds like an interesting meeting I missed.
I agree there's nothing quite like getting audio or video testimonials from clients, but even raving fans can become self-conscious when they have a camera or mic focussed on them.
I felt very honoured when a coaching client of mine said she'd be happy to do a video testimonial especially as she had had issues with lack of assertiveness/self-esteem in the past...
@Shari Khan I mentioned your wonderful video testimonials in the meeting Shari - as you say it can be a bit daunting but with the right coaching it can turn out well!