If my website were burning and I could rescue just one page, it’d be this.
I believe testimonials are the most precious asset a business can have.
Yet when I start working with clients, many either have none or don’t use them.
Not for long!
People believe what others say about us, not what we say about ourselves.
If I claim to be Australia’s foremost recruitment ad writer, you’ll likely say ‘Pshaw!’
But if the Managing Director of a $3 million recruitment agency writes:
‘Paul … has never missed a deadline or failed to deliver what I wanted.’
You’ll probably take notice.
Though you don’t even know Andrew Preston, the fact he’s let me use his name and words carries weight.
If I stuff up, he looks silly.
So I don’t.
Testimonials are the ultimate ‘low-hanging fruit’.
If you’re really taking care of a client, they’ll almost always take care of you.
You just have to ask.
This throws up barriers for some, like:
- I’m too shy.
- I don’t want to blow my own trumpet.
- I don’t want to bother my client.
To which I say:
- Shy bairns get nowt.
- GFC II, anyone?
- You don’t need to.
Number 3 is particularly easy to solve.
Rather than ask a client to write something nice, you need only ask if they’d do it in principle.
If yes, you ask if they’d like some thought starters.
All will jump at this time-saving solution.
You’re then free to go nuts.
I wrote Andrew’s testimonial myself. (I am, after all, his copywriter!)
By delegating, he minimised effort and ensured a flawless job.
By signing, he made it his own.
He got instant brownie points. I got a perfect recommendation.
Not all my testimonials are created thus.
If you catch a happy client in a good mood at a quiet time, there’s a chance they’ll write you something fabulous.
But these celestial alignments are rare: I’ve waited a good six months for some of my testimonials.
And it’s heartbreaking when howling errors mar glowing sentiments.
Especially in my field.
Being so keen on testimonials, it’s no surprise I browbeat my clients about them.
If they have:
- none, I hunt.
- verbals, I write.
- emails, I convert.
- letters, I upload.
I’m always stunned at the volume of priceless kudos rattling around unused in people’s files and folders.
And everyone enjoys seeing how well their clients regard them.
If you don’t, do.
If you do, tell.
We ♥ feedback!
Paul Hassing , Founder & Senior Writer, The Feisty Empire