As know, one of the best ways of enhancing your website, brochure, ad, or direct mail package is to add client testimonials. Some people, however, do not use them properly.
Here are some tips on getting the most of client testimonials.
1. Self-authored or fabricated testimonials sound phony and do not have a powerful impact. Just ask your clients to provide their opinions in their own words.
2. Long testimonials are more effective than short ones.
"...fabulous!..."
"...funny and thought-provoking..."
"excellent...wonderful..."
These types of statements might arouse suspicion and have the opposite affect.
Example: We were reluctant to use outside consultants. But your dedication and creativity helped us increase our earnings and improve our reputation. Next time, we would be happy to retain your services again and experience the same powerful results. Thank you for your input!"
3. Include specific and detailed comments. Don't try to polish your clients' remarks or dig out the kindest words about your service/product. If your clients specifically describe how you came to their rescue, they will invariably help you make the sale.
4. Use fully-attributed testimonials.
Example: Replace JB in Minnesotta with Jason B. Bryson, VP of Technology, Corporate Suites LLP, in Augusta, MN.
5. Group your testimonials.
This can be done in a box, on a separate page or a separate sheet. According to many experts, this method works better than scattering them throughout the copy.
Final Thought: Whenever a client sends a letter expressing their gratitude for your service, try to obtain their permission to use their remarks in your ads, brochures, direct mail, etc.