Testimonials are a blessing and a curse. On the one hand, they lend tons of credibility to your brand. On the other, there are so many fake testimonials out there for every imaginable product or service it leaves some people (lots of people) feeling at least somewhat skeptical to see one.
This is one area where I think marketers have really dug themselves a big hole. As a professional custom writing service, we at Beez have been approached more than a few times by clients who want us to develop web and landing pages that include fictitious testimonials to add credibility.
My advice about this is always the same: If you have to fake it, you’ll never make it. It is far better to bypass the testimonial angle altogether than it is to try to pull a fast one on your audience. Fake testimonials can usually be spotted a mile away. When you’ve been made, you learn the hard way how badly they can damage your reputation, too.
There is a fine balance between reason and emotion that defines the genuineness of a testimonial. Too much emotion or too much “matter-of-factness,” and most people will either consciously or unconsciously reject the information as fraudulent…
…and if there is one characteristic that you do not want to define your brand, it’s fraudulent.
So, here’s the solution: Keep it real. Genuine words of praise are almost universally believed and trusted. People respond well to what they perceive to be sincerity. With that in mind, pick through your customer feedback forms for good words. Utilize a few words of praise from your social media audience. Odds are good that you already have more testimonial content to work with than you think, but I’m going to give you some ideas on how to get even more.
“You Have Not Because You Ask Not”
It’s straight out of psychology 101: people rarely do anything without being prompted in some way to do it. Even if the intended response is the most logical course of action based on the information you share, people won’t respond that way unless you tell them to.
So if you need testimonials, ask for them.
Don’t be subtle. Don’t be shy. If you are doing your best to nurture leads and customers and can be confident that response will be positive, there is no reason not to out and out ask your customers for a testimonial. You can accomplish this in several ways.
1. Be totally blunt. Reach out to some of your favorite customers and ask them if they can spare a few good words about what it’s like doing business with you.
2. Make the comments section of your feedback form a mandatory field. Granted, loads of people will just make a few keystrokes to get past the screen, but some will take the time to write something meaningful, too.
3. Start a dialog on social media. In this instance, you have tons of control over not just getting testimonials, but also cultivating testimonials for specific products or services.
Social media also works in your favor in another big way. The more you interact one-to-one with your audience, the faster you gain people’s trust. Once you have that, starting conversations that can turn into powerful testimonials is simple. Ask what one thing people like most about your product or brand. Poll people about the quality of your customer service. Bring the things you know matter most to your customers directly to the table, then use their feedback to your advantage.
Just a quick side note: It is considered courteous and professional to ask before using someone’s words as a testimonial. Make sure people know your intentions and be very, very clear about how and where those words will be used. One of the best ways to approach this is to make it a contest. That’s right – make a prize out of publishing the testimonial. You’ll be amazed at how hard some people will work to give you a great one just to be able to see their own words in print associated with a brand they love and trust.
The “Where” and the “When”
So where and when can you use testimonials? The truth is there is no wrong place or time if they are genuine and represent you well. That said, here are a few examples of how to use them extra-effectively.
• Incorporate them into landing and squeeze pages
• Use them to add credibility to your marketing emails
• Add them as headers to your marketing videos
• Use them in press releases as editorial content
• Develop custom visuals around them and distribute on social media
These are just a few of the ideas I’ve seen and collaborated on over the years. There are plenty more, so get creative!
Final takeaway: Always keep it real with testimonials. They’re easy to get, and they tell the real story of your brand in a way that fiction never can. Incorporate them into all of your content even if you work with outside copywriting services. Professional writers know the “where and when” better than anybody.