February 12 , 2007 Vol 1 Issue 8
Good Thursday to all!
Simply ask for it…
I know I’ve said "Ask for it" with other topics too, but this always amazes me—a great client with no testimonials. The client has a well-known small business in our local area. They have a good reputation and long history in the community. So why doesn’t he have testimonials? He does not ask. “It might appear arrogant or pushy…” My question to him was, “Did you think I was arrogant when I asked for a testimonial and you give me one?” He had to admit “No.”
Many entrepreneurs have “issues” about asking for testimonials. They feel their work should speak for itself, which it does. It’s not that our clients don’t appreciate us; in fact, many think of it, but few act on writing us a “job well-done.” For a small business, testimonials are an inexpensive marketing goldmine that can be used in sales material and as a way to get clients to think about referrals.
Make getting testimonials your number one marketing priority
To get a testimonial, I find email works well, but it is an accepted form of communication in my industry. So you choose whether it is a written request or email. A request for a verbal testimonial works only when audio or video are able to record it—audio or video is the best testimonial format but requires set-up, meeting time and formatting.
Good vs Great Testimonials
So what's the difference between a good testimonial and a great testimonial? A great testimonial should contain:
Project or action taken + biggest numeric result (either percentage or dollar)
= Great Testimonial.
Stay away from vague generalities.The more specific, the better, e.g., "As a direct result of Impression Engineers' marketing campaign, we increased business 52% in 8 weeks."
It's a bonus to get a compliment on service, but more than anything else, it’s the bottom line testimonials—the ones with tangible results and numbers—that work best. Also, if possible, be sure to get permission to use the full name and title of the person writing the testimonial. Initials and a city just don’t bridge the credibility gap anymore.
Now, here's THE BIG secret about customers who give testimonials. They are more likely to refer other people, if motivated to do so. So how do we motivate them to refer? This is where the second focus should be — recognition and appreciation of your customers. Statistics show that the average satisfied client tells three other people. Think how you could improve the odds of more referrals with just a little appreciation.
When someone sends you a referral, immediately send some form of recognition and appreciation—a hand-written thank-you or telephone call at the least. I like sending Starbucks cards, personally. Doing nothing can have negative results. The client who refers and does not get appreciation may be feeling, "I sent them a customer and never got as much as a thank you."
In business as in life, you get what you ask for.
Have a great day in whatever your adventure,
To Success! To Life!
Sharon
Sample Testimonial Request Email
Subject: Tell Me What You Think
Good Morning [Name]
Checking in to make sure all is well with [Name of project].
What would you like [Name of your company] to know about your experience with us?
If you could, what would you tell others about your experience with [name of your company]?
What was the reason you chose us and how were we able to help?
Was there a [dollar amount or percentage] improvement?
Would you recommend us to others?
May we use your comments, name and position in our marketing?
Thank you for your time and it has been our sincere pleasure to work with you and look forward to many more successful projects in the future.
Sincerely,
Sample Thank You/Follow-up Email
Good Morning [Name]
Thank you so much for sharing your thoughts on [name]. We enjoyed working with you and sincerely appreciate your [comments, feedback, testimonial]. We know the time you took to answer our short survey is valuable. Watch for a Starbucks card with our compliments. We look forward to helping you again.
Sincerely,
In business as in life, you get what you ask for.
A printable Action Quote pdf—Ask Quote.pdf
Impression Engineers is passionate about creating marketing materials that reflect your company's excellence. Let us create an excellent blogsite, website or e-zine for you, or perhaps it's time to mix direct mail postcards or newsletters with your web marketing. Drop us a note. Let us make your marketing look as good as you are! Our “engineers” have a long history in communication, sales, internet marketing, quality design, powerful sales copy, “back-end” support and site hosting. What can we do for you today? Contact us at info@impressionengineers.com
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Impression Engineers easy to implement ideas boost your professional and personal results. If you're ready to jump start your productivity, accelerate your results and have more fun at it, get your FREE tips like these visit her and her sons at www.impressionengineers.com
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