One of the biggest boo-boos business make is not using testimonials enough in their marketing. Testimonials are third-party endorsements and much more believable than what YOU may have to say about your business.
Look at movie and restaurant reviews and how they can cloud our judgement and affect our opinion much more than an advertisement or movie trailer.
We are always asking people in our sphere of influence “What do you think, whatʼs your opinion of blah, blah?” and will listen to this far more than some clever marketing.
Testimonials arenʼt: “Heʼs a good guy!” or “Wow what great service, I love it!”
Those are empty bags of air – we need a problem solved, a buying objection overcome – some real meat in the sandwich.
I will use two testimonials of mine as examples:
“Duncan has helped Pacifica Skincare grow amazingly over the past 3 years. The first work we did together was worth a fortune to my company as we won a huge contract with a major airline. It was an incredible coup for my company with some well thought out marketing strategies. The devil was in the detail and we realised early on we weren’t pitching to the marketing team (all female) but to the CEO of the company (male) who wasn’t concerned so much about the product but what effect it would have with clients and their corporate profile. This slight shift in focus/pitch sealed the deal.
If you want real marketing that works and effective implementation – where you know you will get the results- use Duncan. When a lot is riding on a campaign you have to be sure that the outcomes will be positive and I can’t thank Duncan enough for assisting us in getting where we are today.”
Jenny Agnew – Pacifica Skincare – +649 631 0399
Notice how my clients issues were solved and their clients issues were answered. Sure there is a pat on the back for me but the testimonial has greater strength by overcoming buying objections or solving problems.
Here’s some more…
“Duncan – Just a quick note to say thanks very much for the information I garnered at the course last week, I must say I came along with the usual reservations that you have about whether the whole thing might be very 'Americanised' and not relevant to our market but it was brilliant. Entertaining, informative and most importantly relevant, plenty of information to take away and refer to as well. Now all I have to do is get off my backside and put it into action.”
Jeff Wagg – Project Marketing – Barfoot & Thompson
Different testimonial but quite obvious about what my clients have gained and yes Iʼm a nice guy as well:)
“Duncan – has helped with marketing our exclusive designer store for the past 2 months and in the time we have gone from very little marketing to an amazing array of strategies that have almost tripled our store’s income. This has included a loyalty programme, two incredible events nights, updating our web site so it actually works for us instead of being just an online brochure, email marketing campaign, and a special, end of season strategy that’s working even now – we are now set up to market to our existing clients for months to come.”
G Duffy – Parnell
Straight forward – created a very profitable marketing system that they can now implement in store – although they preferred their details to be kept private.
Your Testimonial Check List
1. Include an objection that is overcome (or problem solved).
2. Use juicy details that make the testimonial real and more than a pat on the back.
3. Use full name, location and phone number where possible – adds credibility.
4. Write the testimonial yourself then get your client to tweak or approve it – saves time by not relying on them.
5. Make them evergreen so you can use them for years.
6. Collect as many as you can and target them according to the service you are providing
7. Video testimonials are the ultimate testimonials
Testimonials build trust – use them everywhere!