18 Mar 5 Tips to Collecting and Writing Customer Testimonials
Nobody can sell your product quite like a current customer can sell it. No matter how great your sales pitch or how high your discount, you’ll always have an agenda in the buyer’s mind. Your customer, on the other hand, has nothing to gain by complimenting your product or service.
If testimonials are so important, then why aren’t more consumers or buyers posting their reviews on Facebook, Google, Yelp or the myriad of other online review sites? Most of the time people just don’t think to review GOOD services and products. In order to make sure you receive the reviews you want and need, you’ll almost always have to provide a little prompt to get your customers going.
The question then becomes how do you prompt your customers without putting words in their mouths or making it seem fake?
- Claim your listing. It’s the easiest part of this whole process. You want to be in charge of those reviews as much as possible, right? It starts by claiming your listings. While we don’t recommend deleting negative reviews except in limited situations, you can respond to negative reviews only when you have claimed your listing. You can also include pictures and additional details which may encourage people to read reviews or leave their own.
- Look for a hook. Sure you can ask all your customers for a review, but which ones will really grab the attention of your readers? Do you have a customer whose name people will recognize? Did you save the day for a customer in a unique way? Did you solve a problem others struggled to solve? One high caliber testimonial can be more powerful than several average testimonials.
- Ask. Yelp and Google discourage you from asking people to write testimonials directly on their sites. How do you get around it? Promote those channels on your social media sites and a few people will be reminded to post their own reviews. Even reminding people to read the reviews on those sites will prompt a few others to post reviews. If you are putting together a prospect letter, e-mail or brochure, ask your top customers if they would provide a testimonial.
- Make it easy. After you’ve asked for a review, follow up. If you’re using the testimonial for your own website, e-mail or printed materials, make a call to get the testimonial verbally or send a few questions to point your customer in the right direction.
- Edit as needed. You don’t want to change the testimonial, but editing for grammar and length is sometimes necessary. You can post the entire testimonial elsewhere, but when you just need 50-100 words, you may need to cut down a 500 word essay on your company. If your customer wants to go into more detail, work with them to create a case study to explain how your service or product benefitted their company or family.
Do you have trouble collecting testimonials? How have you overcome those objections?
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