Testimonials That Sell for You

If you’ve been following my blog posts, you know that the Content Marketing Institute interviewed marketers to determine the most preferred content marketing tactics. Testimonials ranked as the 7th most popular tactic.

There’s a simple reason for this. They work!

Direct marketers test everything and they have proven in A/B test, where you just change one variable to see its effect, that testimonials increase response to your marketing efforts by 30 to 50%.

If in doubt, look at landing pages and direct mail pieces from the direct-marketing gurus. You’ll find they are swarming with testimonials.

So now you need to know how to identify a good testimonial.

Building a Testimonial that Sells

Specifics Count

A testimonial that says “Carolyn Frith Marketing did a great job” doesn’t tell you much about the services you’ll receive, and likely doesn’t stop you in your tracks to dial the phone right now.

But it might be different if you heard a testimonial that said, “Carolyn Frith Marketing reinvigorated my website with engaging copywriting, and created an action-packed blog that attracted prospects in droves. After implementing the changes, we increased our leads by 67%.” Now you start to imagine what a 67% increase in leads could do for your business. You’re reaching for that phone.

And specifics go beyond the content of the testimonial.

Who said it? So many companies hide this information. If someone thinks highly of you, they’re happy to include their first and last names, location and, if it matters, their company. A testimonial is much more credible if your client looks ‘real’ to the reader. And if you want to add icing on the cake, include their photograph and signature.

Back Up Your Unique Selling Proposition

An objective of your testimonials should be to support your unique selling proposition– that pithy statement you want customers to remember about your company. Mine is “Building Sales with Words that Work.” So, I would definitely want some testimonials that talk about how my persuasive writing skills helped to boost a client’s sales.

What’s your unique selling proposition (USP)? If your client needs some direction in writing a testimonial for you, just ask them if they can write something that supports your USP.

Brief is Better

Sometimes clients don’t write well. If it’s long winded, edit it. Just don’t change the personality or the flavor of the testimonial. Then run it by your client again and ask for their approval.

Get Help

If you’re uncomfortable asking your clients for testimonials, ask a third party to help. At Carolyn Frith Marketing we call your clients, interview them, write and edit captivating testimonials and then ask for client approval.

So if you need help gathering testimonials, call Carolyn Frith Marketing now at 610-340-0622 for your free 30-minute, no-obligation consultation or email cfrith@carolynfrith.com.


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