Customer testimonials. Useful, right?
More useful than you might think. Here are five top ways to make the most of testimonials.
1. Use a testimonal to introduce every web page, like this, and they’ll give your sales message a powerful little boost
Header: You deserve a brilliantly clean home!
Subhead: Brighton’s favourite cleaning company
Testimonial: “I’ve used BrightInBrighton for a year now and they’ve never let me down. My home is always absolutely spotless!”
Body copy: BrightInBrighton deliver superb quality cleaning services (etc)
2. Use several short testimonials on your sales page, where they’ll work hard to increase conversion
3. Create a dedicated testimonial page and add new praise regularly. You’ll benefit from SEO juice, enhanced visitor interest and valuable extra credibility
4. Use a short testimonial to lend power to your email marketing campaign – we all enjoy knowing what other people think and we like to trust our fellow consumers
5. Include testimonials with the stuff you sell and hammer your quality message home. They’ll help you encourage repeat visits, increase sales, cross sales and up-sales…
on the cover of your ebook
designed into your product’s packaging
printed on delivery notes
6. Create a regular ‘what our customers say’ section in your newsletter. It’s a good place to display longer testimonials and entire letters full of praise without interfering with your core sales message. People like to read about their peers’ experiences and good news helps create a positive, trusted brand
PS. Dont forget you can use testimonials from peers and experts within your field as well as customers.
Getting your customers to write testimonials and case studies
It’s often a challenge getting customers to write testimonials and case studies. Fair enough. While collecting positive comments and case studies is important to your business, it isn’t their priority.
Luckily, there’s an easy way. Rather than asking your customers to provide testimonials or case studies for you, write them yourself. Then submit them for sign off.
Your customer will be happy because you’ve save them a load of time and effort. You’ll be happy because you get positive, complimentary content to use on your website – or wherever – quickly and efficiently.
If you’re not 100% confident about your writing skills, get a professional copywriter to edit your efforts or do the job for you.
Breathe life into your marketing with customer feedback
You can tell your target market how great you are ’til you’re blue in the face. But if you want them to make that essential leap of faith, taking you up on your offer, you need strong medicine: introducing customer testimonials and case studies.
If your customers love you, boast about it
Why are testimonials and case studies so powerful?
they’re the independent views of people who have tried your service or product and liked it, proof that you do what you say
they show that real people trust you, which is especially important for online businesses with no ‘real world’ presence
they humanise your offer and brand, again especially helpful if you’re an online business
they help position your organisation as an authority in it’s field
we love to read about others’ experiences, so customer feedback is seldom ignored. If people read nothing else, they’ll read your case studies and testimonials
visually they help break up your text into bite-sized pieces…
… and they highlight / condense your sales propositions for impatient, time-poor readers
Short can be just as sweet
A testimonial doesn’t need to be long – three or four sentences is great. But they do need to tell a story:
“I was having a dreadful day! The final straw was finding out that our hamster supplier had let us down on a huge order we’d made for the International Hamsterfest. But Hamstapacking Direct sorted us out, delivering a million top quality uber-furry hamsters to our doorstep the next day, no fuss. My heroes!”.
And snappy one-liners grab readers’ attention:
“Hairy Dave at Billybob Teeth & Co. is the most helpful comedy teeth supplier I’ve ever met!”. Or, “Not only did Aural Angels deliver bang on time, they even fitted my new earpiece for free!”
4 tips for creating brilliant testimonials
Sadly it is often difficult to get customers to write you a testimonial. Even if they do, it’s often awful. Here’s a copywriter’s tip or four:
get a good copywriter to write the testimonial for you then ask your customer to approve it. They’re usually more than happy to – it saves them a job
if your customer writes you a testimonial but it’s badly written, get a copywriter to edit it and ask your customer to approve the edited version. Customers are usually grateful because very few non-writers are confident in their copywriting skills
an alternative… if you get a verbal testimonial ask ‘Can I quote you on that’ and write it down. Then use it
verbatim for a heightened ring of truth
for extra oomph, attribute testimonials and boost their credibility
Detailed Case Studies are great material for information pages, encouraging website visitors to stick around and read. A one-paragraph case study will bring a web page to life, lend authority to a direct marketing campaign or vitality to a press release.
As with testimonials, it’s almost always a good idea to get a good copywriter write up each case study for you. Then ask your customer to approve it: as long as you don’t exaggerate or fib they’ll probably jump at the chance.
It’s crowded out there. The media noise is deafening and competition for attention is fierce. Adding case studies and testimonials to your marketing toolkit can help you rise above your competitors.