Potential clients love to hear how your products or services have delivered value for previous customers. An effective testimonial will detail the benefits you’ve delivered to that client and back up the claims you make about your products and services. In addition to confirming that I’m an excellent copywriter (blush!), the testimonials that I’ve included on my website also demonstrate that I’m generous with sharing my knowledge and turn work around quickly – two points of differentiation for my business.
Harness the power of testimonials with these tips:
Tip #1. Don’t be afraid to ask for testimonials
It can feel a bit awkward at first, but have the confidence to ask your customers for a
testimonial – most will be happy to provide you with feedback.
Tip #2. The best testimonials are detailed and specific
The more specific your testimonials, the more powerful they are. While “working with Kate was great; I was really pleased with the copywriting she provided” is a definite thumbs up, a generic comment like this is far less persuasive than a testimonial that includes specifics about your products, services or how you’re different from your competitors.
Tip #3. Avoid the temptation to edit your testimonials
A testimonial is someone commenting about your business in their own words, so try to keep it that way. If you absolutely must edit a testimonial because it’s too long, a bit unclear or has typos, tread lightly and ensure you don’t change the meaning or lose the flavour and credibility of the comment.
Tip #4. Include the full name of the person providing the testimonial
Providing these details improves the believability of each testimonial. Include the customer’s location and company names too if you can. Potential customers will be looking for similarities between these happy customers and themselves, so help them to make this connection.
Tip #5. Post new testimonials to your website regularly
Adding testimonials to your website as you receive them is an easy way to add fresh content. Once you have a few you may want to consider creating a testimonials page; they also work well displayed throughout your website – either interspersed with your text or in a side panel.
Getting your previous customers to sell for you is a simple, powerful and inexpensive way to build trust and credibility in your brand and attract new customers. So start asking for testimonials today!