By Elizabeth Saigal, Ph.D. CLC
Do not limit your use of endorsements. They are not just for your testimonials section, but can be included in everything that you use to market yourself.
If you have a website, use them everywhere to support your content - on the Homepage, Service page, Sign up page, About page, Contact page or Blog page. Carefully select a relevant testimonial and place below or to the side of the main feature. You can even have a more detailed testimonial in the shape of a success story or case study in the testimonials section or as a special blog post.
Another place you can add short testimonials is on social media. When promoting a service though Linked in, Facebook, Twitter, Instagram, You tube etc., include what people have said about your service as well information about where they can find out more.
You can also use them in context for News releases, Webinar marketing, Newsletters, Email campaigns, Whitepapers and e-books or even when public speaking or pitching your services. Testimonials act as a review source for readers providing more information that increases their trust and confidence in you, improving your conversion rates.
Once you know where you are going to be using your testimonials, you can better match the requirements. Some uses call for a snappy one liner and others for a summary of the client’s experience. Identify all the benefits that you offer and aim to have a testimonial specifically targeted at each one.
When you are clear about where you want to use them and what you would like them to say, ask those you are working with who are representative of your ideal client for feedback. Your best clients are more likely to write statements that capture the attention of others in your ideal market. If they are willing, spend some time with them crystallizing the primary ways in which they have benefited from your services.
In addition, make it a priority to seek testimonials from client influencers. Who do you know who has prestige who might be willing to endorse you? Association with someone your market recognizes is a great way to establish your credibility.
Make it easy for them by asking questions that draw out the information you are seeking:
Ask permission to turn this feedback into a testimonial – edit the responses for flow whilst maintaining the client’s language and return for final approval.
Their feedback may allow you to address objections or preconceptions that hold potential clients back or how you stand apart from the competition. You can use their feedback to come up with several endorsement options from a single line to a paragraph describing the client’s story for use in the different marketing options mentioned earlier. Outlining their story is powerful because it provides context that the reader can relate to. Story elements comprise: 1) the challenge that made them hire you, 2) the specific shifts and outcomes of working with you including the most awesome thing about your service, 3) how their future looks now, and 4) a specific recommendation or call to action.
Don’t be afraid to request accompanying headshots. Adding photographs increases the perceived truth of what is written. Faces draw attention and increase empathy even without personally knowing the individual. Let them know how you will use these quotes in your marketing materials and the extent to which they will be identifiable. Ask for their permission to include their full name and title. The more identifiable they are willing to be, the more impact their positive remarks will have on your business.
Elizabeth Saigal is an ILCT Certified Life Coach. She offers Life Design Coaching for those intent on connecting with their inner truth and aligning with their intuition to live a life on purpose. You can connect with her and sign up to receive her Free Ten Step Life Design System at www.myspirecoaching.com