At some point, you've probably asked a client for a testimonial that (you hoped) would wax eloquent about the great work you did. But getting a client testimonial is a hit or miss proposition: Sometimes, the client provides exactly the enthusiastic stamp of approval you want. Other times, it's less than useful.
The Trouble with Testimonials
Like every marketing tool, testimonials have drawbacks. For starters, clients are naturally skeptical of any testimonial you supply. It's not that they think your testimonials are total fabrications, but they know that you're unlikely to offer any that claim you do anything short of walking on water. So most clients discount, at least to some degree, the high praise they read about you.
What Should I Say?
Whether a client offers to write a testimonial or you ask for one, be ready to answer the client's question: What should I say about you? Your answer must balance respect for the client's time and convenience with your need for something you can use.
Keep It Short
To get the most from testimonials, think brevity. If it takes someone more than one minute to read and comprehend a testimonial, it loses power. Prospective clients are looking for concise, engaging statements that explain why others who were facing the same challenges chose you to help them.
As With Any Writing
It's harder to write a short testimonial than a longer one. Ask your testimonial writers to aim for two paragraphs, maximum. If they want to say more, suggest that they give the highlights in the first two paragraphs. That way, you will have the option to feature just those paragraphs, and direct readers elsewhere for the complete text.
Make It Real
If you're going to use a testimonial, resist the urge to make it anonymous. Few things are lamer than praise from a satisfied mystery client. I'm not sure who decided that a testimonial from a senior executive at an international trucking firm, or a global medical device companywas a good idea. It's not. You may choose not to publish contact information in your marketing materials or in your proposals. But it is helpful if you can offer clients a way to contact the author of a testimonial if they want to.
Be Specific
The goal for each testimonial is to show convincing social proof that you're second to none in your area of expertise. To accomplish that, your testimonial writer should talk about how you worked with others, the value you delivered, and what makes you different or special.
What You Shouldn't Do
I've seen some consultants offer general testimonials about their abilities from former colleagues, mentors, and others who never hired them. Testimonials should always be from people you have worked for in the past. Otherwise, prospective clients will see the comments as irrelevant.
Once you ask for a testimonial, don't sit back, hoping to get what you need. Work with your clients to make the process easy for them and valuable for you. Just remember the three simple rules for a perfect testimonial: keep it short, make it real, and be specific.
