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Dull Testimonials Are Crippling Your Marketing Strategy

Forbes Coaches Council
POST WRITTEN BY
Vikram Rajan

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Why do testimonials work? The more raves we see and hear about someone, the more we feel like we know, like and trust them.

Well, that's if we trust the testimonial.

This coming year, avoid the following types of dull or lame testimonials:

1. Pre-Written Testimonials

Many testimonials are dull by design. To make things easy, some clients ask, "Can you just write something up and sign my name to it?" College reference letters are notorious for this. But they’re not lazy; they’re busy. We have to make it easier for them.

By definition, pre-written testimonials lack authenticity. Authentic raves are what make us more credible and close more business. Neglecting authenticity leaves testimonials impotent. When clients, colleagues and other references rave about you in their own voice, you also gain passion. It's something we can feel. 

Your clients may not use the carefully crafted marketing copy found on your collaterals, but they will express the real value you bring to them in their own words. That feedback — that market research — is invaluable.

But still, writing anything causes writer's block and perfectionism. That's why we all procrastinate when writing a testimonial, even when we’re excited to do so and rave about you to others when you're in the room. That's why it's important to network with and around your clients.

So when they thank you, ask them for a testimonial right then and there. Writing one can be a buzzkill, so record what they say on your phone. Ask them to repeat what they just said. Capture their excitement in real time.

2. Anonymous Testimonials 

Sometimes it's necessary to protect our client's privacy and reputation. But even then, anonymous testimonials are lackluster. 

If many of your clients prefer to remain anonymous, then turn to your other referral relationships. Peer testimonials can outperform client reviews. Professional peers must trust you very much in order to recommend you (especially if they are referring you to their own clients). Your peers may know you better and for longer. 

Other professionals (even competitors) are often in a more learned position to evaluate and appreciate your depth of skill or expertise. Likewise, you’re in a better position to rave about your peers than their clients: After all, you know how much better your close colleagues are than the rest of their kind.

3. Outdated Testimonials 

I know what you're thinking, "I don’t include dates on my testimonials!" That’s not really the point. Except for our blogs, the only time most of us update our website (or other marketing collaterals) is when we design it.

Did your web guy force you to get three "obligatory" testimonials to fill the designated space? Do those three obligatory testimonials totally reflect the varied aspects of your business? If you’ve innovated or pivoted, then surely you need to update your testimonials. Google and other search engines rank your website according to update frequency. There are other missed opportunities too. 

Don’t be complacent with the obligatory three you have. Convert everyone who thanks you into a raving fan, whenever they thank you for doing something for them -- your service, your help, your presentation, your introduction or referral. Testimonials are lame when they’re collecting dust, on your website.

4. Hidden Testimonials 

Testimonials don’t have to hide on their own page. In fact, they’re even more effective elsewhere. Place testimonials on every page of your website, especially on your homepage. We use an audio player that sticks to the bottom of our website to play voice raves.

Testimonials are a great closer on your pricing and buying pages. Your blog can also show social proof and positive comments. Even your email signature can feature raves about you and invite others to do the same. Display testimonials in your office lobby, waiting area or storefront. This will also remind you and your staff to ask for more of them.

Pre-written, anonymous, outdated and hidden testimonials are so last year. Dull or lame testimonials don’t showcase how fantastic you are. Retire them. Make your raving fans your marketing strategy in 2018.

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