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How to Acquire Testimonials

by in Business Marketing
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How to Acquire Testimonials

I’ll be the first to admit that this is an area that has frustrated me for years, partly because I don’t pay enough attention to it, partly because I get lazy.

Testimonials, also known as Reviews, are valuable on websites and the various social media; but they’re not always easy to obtain.  (By the way, I’ve heard increasing numbers of people saying “testimonies,” and that isn’t correct; it’s “testimonials,” please.)

You receive a compliment, and you ask for a written testimonial (or review) from the person who’s offered some kind, positive words.  And here’s where the fun begins.  The individual agrees to write one, but you never receive it.

How come?  

 

This issue is a no-brainer:  that person really doesn’t know what to say in writing and so avoids putting into written words what he or she has recently said, despite the promise! 

Over the years I’ve suggested that one pro-actively write the words, then email them to the person for approval.  “I trust this is faithful to what you said to me recently; just wanted to get your OK, before I post it.”

And yes, that works.  The challenge here, however, is that the recipient of the verbal testimonial doesn’t want to go through the paces of writing and emailing and getting approval.  Result?  A testimonial left unleveraged.  I’m guilty as charged.

Last week I met with a client who wanted greater numbers of reviews; and they were increasing to an extent, but not fast enough to their satisfaction.  One of the principals of the firm was going to try the following during telephone follow-up calls:  listen carefully for a compliment.  If one was forthcoming, he was going to email his version quickly and get the reviewer’s approval.

On the way back to my office from that meeting, I suddenly had an idea of how to streamline the process and called the client immediately.  As the person is uttering some wonderfully positive words during the follow-up call, type them right away;  then read those words back to the client/customer and get instant approval.  I believe this will work, and it will take less time to acquire your testimonial.

I’m certainly going to try this approach and would like very much to hear from those of you who’ve tried this.  What’s your success rate, or what would you like to share regarding your ease of getting testimonials or reviews?

Testimonials carry with them such credibility and are a great marketing tool.  Here’s to utilizing them as one of your primary marketing strategies!

 

 


 

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Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.


Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.