Testimonials and online reviews
While writing several of the newsletters, I mentioned that you should be using great testimonials and getting awesome internet reviews. I have had a few people ask about these – especially how to ask for them. Next week I’ll be releasing a video that I’m recording about asking for them for testimonials and internet reviews. This one is all about getting to the real testimonial of the customer.
It has been said that “Word of mouth is the best form of advertising.” It is! Testimonials allow you to spread the message instead of waiting for your customer to do it. It is a form of word of mouth advertising/marketing.
It’s no secret that testimonials sell.
Why should you believe me when I say my super-duper, new and improved, does-everything gizmo is the best of its kind? But if a celebrity puts her reputation on the line, or a real user gets all excited about how great my gizmo works for her, you are much more likely to trust the value of my product.
There are many types of testimonials.
I will share some of the ones that I have received to illustrate the differences.
Platitude testimonials: These are given often but mean very little. Some examples:
Your service was great!
I love coming here.
The restrooms are clean.
You went out of your way to help me. – Maybe they are trying to say “Not only did you drop me off when I needed to get back to the office, you picked me back up when my car was done!” See story testimonials below.
I just love coming here. – Maybe they are trying to say “I saved over $200 on these tires over your competitor that says he buys in bigger quantities.” See gem testimonials below. This came from a story testimonial.
Your staff is so friendly!
I will recommend you to my friends.
While these sound great, if you use the platitude test you will see they aren’t going to work to get more people in.
The platitude test:
If you can say “I would hope so” to that phrase, it is a platitude. If almost everyone else in your field could say the same phrases as was just given, it is a platitude.
Platitude testimonials can easily be converted to a better testimonial by asking questions. Ask them why they said the things they said. These are the questions I use to probe the customers: Why do you say this? How did this make a difference to you? In what ways?
There are lots of other questions that can be used but you get the idea. Move the platitude testimonials to any other type of testimonial. These testimonials are from when I ran the local newspapers. Many of these started as platitude testimonials. Can you see the difference?
Gems testimonials: These are short and sweet – to the point:
“I use the Valley Journals for quite simply one reason – They work!”
“Don’t sell yourself short, put your money in the newspaper that is getting read!”
“When I have put a coupon in the South Valley Journal, my response has been off the charts.”
“I love to advertise in your glossy showcase piece, every time that thing comes out, I have to double my bread order.” (This is a sandwich shop)
These are easy to use and quote to your prospective customers. They are sometimes taken from a much bigger testimonial but this is the piece that really says what you need it to say. That isn’t taking it out of context unless you really change the meaning. These make great quotes in brochures and advertising.
Story testimonials: I love these because they bring emotion and people can really identify with this testimonial. This came to one of my customers (a tire store). It is great:
”Recently, one of your national competitors challenged people to compare pricing. I decided to check out how you were doing in being competitive. I needed four new tires for my SUV. I checked with four places including the “Big National Company” to see what I could get these tires for.
I want to tell you that this national company just doesn’t compare to you! They were over $200 more for the four tires. In fact they were the highest of all four bids. So much for their “National Buying Power!” You are the lowest and I am now here to purchase these great tires. I took the challenge your competitor made and I will be continuing to buy from you!”
Can you identify with this customer? More next week.