Feature Article
Using the Power of Client Testimonials to Grow Your
Business
By Alicia Smith
Client testimonials are one of the most powerful marketing
tools coaches can use. Did you know that they can help you
attract new clients, increase customer confidence and
generate a positive “buzz” about you and your services?
(Actually, those are just a few of their marketing uses.)
Human nature gives testimonials such power because we love
discovering what one person thinks of another – even when
it’s positive! It’s the same dynamic that makes gossip so
hard to resist. As a professional coach, you want the
positive “gossip” that testimonials provide because you can
use that information to promote yourself, your services and
products, to call attention to your strengths and to
distinguish yourself from your competitors.
Testimonials also are powerful because they are
first-person accounts: when a client makes a positive
statement about you and backs it up with his or her name
and contact information, it enhances your credibility.
In addition, written testimonials are fabulously flexible.
They can be used powerfully on your website, in printed and
electronic promotional materials, following the signature
line of your emails and in many other ways and places. Once
you have obtained testimonials from your clients, you will
think of a hundred ways to use them!
Now that we have established the value of client
testimonials, here are a few dos and don’ts to guide you as
you obtain and use them to grow your business.
DO let your clients know the benefits to them of providing
testimonials that will be used on your website(s), such as:
- increased exposure for their business, thanks to internet
serendipity;
- increased website traffic and/or business for them,
generated by a link from your website to theirs;
- enhanced standing among search engines, due to more
internet exposure; and
- that genuinely warm feeling that comes from helping
another “solopreneur”!
DO obtain your clients’ permission to use their full name
and email address because it will give their testimonials a
great deal more credibility. (Let’s assume I have written a
glowing testimonial for someone whose services I use. Now
compare the impact of these two testimonial signatures:
“A.S., Coach” or Alicia Smith, Business Coach and DISC
Ninja; Alicia@aliciasmith.com. The second is far more
powerful.)
DON’T (ever) use fictional testimonials because they can
destroy your credibility.
DO utilize honest (verbatim) testimonials that speak to
what your potential clients will most want to know about
you, including (but not limited to!) why you are such a
fantastic coach and why you, your services and your
products are so special.
DO store your client testimonials in a Word document or
Excel database so that you can find them easily. You may
want to organize them by client name, service or product.
The next step is to obtain testimonials from your clients.
Here are the basic steps and some questions to get you
started.
Begin by sending your clients a friendly email stating that
you are seeking a testimonial you can use in your
marketing. Personalize your communication as much as
possible. For example, your letter may begin, “Dear Jim:
Last December, you participated in my teleclass, (name of
class). I certainly hope you found the class to be helpful.
Because I am revamping my marketing materials, I am writing
to ask you a favor: I would deeply appreciate it if you
would take a few minutes to answer the questions below.”
(Be sure to work into your letter the benefits to these
clients of providing testimonials that will be used on your
website.)
You may want to ask your clients some or all of the
following questions and to customize each email with the
name of the product or service the client purchased. When a
client has purchased more than one product or service, send
a separate email request for each.
- What first attracted you to (name the teleclass, internet
course, product or service the client purchased) and why
did you decide to purchase it?
- What was the most beneficial tool, concept or idea that
you gained from (the product or service)?
- How are you currently utilizing (the product or service
in your business and/or life)?
- Has it saved you and your business time, money or energy?
If so, in what way(s)?
- Why would you recommend (the product or service) to your
associates, colleagues or clients?
- What would you like to say to someone who is considering
purchasing (the product or service)?
You now have the basic information you need to obtain
client testimonials that you can use to power up your
business and Make Money Now! Here’s a very important final
tip: once you begin to receive testimonials from your
clients, be absolutely sure to enjoy the wonderful things
they say about you!
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© Copyright 2004, Alicia Smith. All rights reserved.
Alicia Smith is an internationally-regarded Coach, Trainer
and Author whose specialty is helping coaches Make Money
Now. Over the last 3 years, she has taught over 10,000
coaches how to improve their business bottom lines. To
learn more about how you can Make Money Now, visit
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