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Choosing the right testimonial

Testimonials are great. Nice words from a happy customer can go a long way to help persuade a new customer to do business with you.

But some testimonials are better than others. Here are some tips when choosing which testimonials you’ll use:

Get testimonials from the type of customer you like working with

Like attracts like – and potential customers want to see if you have experience dealing with other people like them. So if you like working for big corporates, put their testimonials first. If you want to work with more business coaches, then get some of their words up front.

Use your testimonials to address doubts or concerns

It seems like a lot of work.

It’s a long way for me to travel.

I’m not sure if I can afford it.

A good sales process has momentum. You don’t want little snippets of negativity slowing it down.  You don’t want the customer to pause (with any doubts) or hold back because you don’t answer their concerns.

Use your testimonials to address the potential stumbling blocks of doing business with you.

I thought it was going to be really expensive, but I made my money back in new business in no time.

You have a to start somewhere

Not everyone feels comfortable writing testimonials. Even if the project has been a total success and everyone is happy, you may still find it hard to get something in writing. That’s fine, use what you have with the aim to replace them with better ones as they come along. In my opinion some good words are better than none at all.

Are you comfortable writing testimonials? Leave a comment below or go to my portfolio page to see some of my copywriting testimonials. I am in the process of updating them, but as I said above – some good words are better than none at all.

{ 6 comments… add one }
  • PlanningQueen August 4, 2010, 9:36 pm

    Timely post for me. I am working on a project and plan to include testimonials which is a completely new experience for me. Some great starting ideas for me to work with.

  • Snappy Sentences August 5, 2010, 1:02 pm

    Thanks for stopping by Nicole. It was great to meet you this week in Melbourne too. Good luck with your testimonials!

  • Natalie September 26, 2010, 7:12 pm

    I find a lot of people tell me they are going to write a testimonial, but probably only 10% actually go through with it. After I’ve asked for it 3 times I feel like I’m hassling them so I stop. Any tips on how to get people to actually write them?

    • Snappy Sentences September 26, 2010, 7:23 pm

      Natalie I feel your pain. It is sometime hard to extract testimonials from clients – especially if you are unlikely to work with them again.

      Some things that I find helpful:

      Send your request for a testimonial once the final version of your work has been submitted, before you send through the invoice. Don’t leave it for too long.
      Give them some direction of what you want. I send through a couple of questions they can answer that will form a testimonial.
      Have something in your contract about being able to use the client’s name in your portfolio. That way, if you don’t get a formal testimonial (and the project went well), you can still say “…and I’ve completed xyz for abc company…”

      Does this help?

  • Mike March 28, 2011, 12:55 pm

    Great article. It’s a topic that isn’t written about a lot and a marketing tool underused by many businesses. I think a lot of businesses sometimes feel awkward asking and some customers agree but don’t know what to write. I’ve used your tactic before of sending the customer some questions and giving them some guidance. This all that’s needed sometimes as most clients have the best intent but simply don’t know what to write.

    • Snappy Sentences March 28, 2011, 4:57 pm

      Glad it helped Mike.

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