The Testimonial

Testimonial: Basically, a written statement from someone who has used your product or service and have found it to be worthwhile. This powerful form of advertisement was first used in the 19th century and is still in use today. Testimonials emotionally appeal to the consumer rather than directly to their logic. For this reason, they are not always accurate, but extremely effective. Testimonials are used to provide justifications for purchasing or for taking some action.
So, how do you get to use this form of advertisement for yourself? You ask people. Feedback is generally heard from those who are not happy with your service or product. If a consumer is happy, you most likely won’t hear from them. They are satisfied with their purchase and will most likely become a return –but silent – customer. Targeting those customers that verbally tell you of their contentment is essential for a good testimonial campaign.
For example, if a customer comes back and tells you that they were pleased with your product, ask them if you can get that in writing. Have them email you the information or get them to write it out while you have them in your business. Make sure to have them sign the testimonial (or state you have their permission to use the testimonial in their email).
Testimonials are comprised of two parts –the body, or text of the testimonial, and the signature.

Body. The body of the testimonial does not have to be an extended praise of your product or service. It can simply state, “This [product] works great!” or “I love it!” More detail is always preferred, but is not a deal breaker since this part is actually secondary to the signature.

 

Signature. The major impact of the testimonial is that a person is freely giving you permission to use their opinion of your product. The best testimonials have the person’s first and last name as a signature. However, you can use a first name and initial and still be effective. Initials alone are acceptable, but have less of an emotional impact. You MUST have some type of signature on the testimonial. Without this, the believability degrades to propaganda.

The one way I have found to gather testimonials is to put a space for them on your warranty card or create a card for the customer to return to you for an incentive. On this card, place a testimonial space with the disclaimer that their comments can be used in this format.

No matter how you collect your testimonials, you will find that they will help you in your business. People will read and believe them. Good luck on your endeavors and let others do your advertising for you.