There are many ways to market a product or service, and providing referrals to potential clients and customers is one of the best ways to market.
The power of testimony can never be underestimated. People, especially these days, will only buy products or use services that have been recommended to them by people they know. But in most cases this is not an option that is in the hands of the business owner, they have to do the next best thing which is to get testimonials from their past clients. Testimonials are live testimonials from past customers or clients stating that they were satisfied with a product/service. Every business needs references to stand out in an increasingly crowded marketplace. There are many benefits to having testimonials. Here are some of them.
Testimonials reassure the target market- Testimonials usually reduce the doubts of the target market. There are many fraudsters and scammers these days and this has turned the market into a scary market. Trusted reviews provide security to people who are following a particular product or service. Providing testimonials gives people a much more relaxed approach to a product or service.
Testimonials guarantee quality- In addition to confirming the existence of a business and alleviating doubts, testimonials provide assurance to potential customers and clients about the quality of a product or service. The fact that they took the time to write product reviews reflects their level of satisfaction with the product/service.
Testimonials give an advantage- Trusted testimonials give a product/service a competitive edge. There are many products and services out there, and one way to differentiate yourself from the crowd is by using trusted recommendations.
There are many types of testimonials. Testimonials are usually categorized by source. Here are some examples:
a) Testimonials from satisfied customers
This is probably the most effective type of testimony. Nothing beats a testimonial from a satisfied customer as it is a picture of what the product/service is all about.
b) Expert opinions
Experts can be trusted sources of testimonials. If a renowned dermatologist writes a review on a cosmetic soap, it will surely help increase its sales, right?
c) Feedback from well-known personalities
In a world driven by mass media, celebrities have become a powerful source of testimony. Today, even infomercials are infested with celebrity testimonials. People may think that it will cost a lot to get celebrity testimonials, but if they are genuine testimonials, celebrities may even waive their talent fees. Making a testimonial an effective marketing tool is much more than collecting it. Good testimonials are those that can be compressed into a few catchy words. "I lost 20 pounds in two weeks!" is an example of engaging testimony. However, you must never rephrase or edit what the client has said. How to get the right kinds of testimonials will be discussed later. Credible testimonials should also include full attributes of the people who provided them. Whenever possible, their titles, location and age should be given. Visual appeal will also be a big help when using testimonials. If clients are willing, insist on taking photos or videos for their testimonials.
So how does a business owner get started with the whole testimonial thing? Here are some steps to archive testimonials-
1. Before anything else, only products/services with excellent quality deserve a referral, so one must make sure that his/her product/service is of exceptional quality.
2. Ask your customers for help. One must be able to communicate to one's customers one's need for their testimonials. If they are really satisfied with the product/service, they would be more than willing to participate.
3. Talk to your customers. Ask them what they like about your product/service, why they chose your product, and other similar questions.
4. Ask them if they are willing to give a written testimony. You can offer to create the testimonial yourself based on their answers during the interview, but the testimonial is still waiting for their approval. You may want to make the wording catchy and have testimonials approved.
5. Ask them if you could record the testimonial using a tape recorder or video camera. A video testimonial is better, but of course many people are camera shy and this may be a limited option for most.
6. Select the best testimonials. Use the best ones to maximize the benefits your product can get from referrals.
Testimonials are very powerful, which is why every business should have them. They provide certainty and security and reflect the true nature of the product or service.