“What’s the best way to get believable testimonials for a web site?” Chris asked.
“Just ask,” said Rick.
There was a pregnant pause and then Kate said, “So you’re just gonna stop there and leave us all hanging…”
Rick took a sip of beer and went on, “Most people are afraid to ask customers or clients for a testimonial but I find that when I do they are usually flattered. They know you think highly of them if you do that and usually they give you glowing reviews.”
Rob jumped in saying, “I think you’re right but often they ask me what I want them to say or to write something for them.”
Gail said, “Yes, I know what you mean. That makes me feel really uncomfortable.”
“Like I said,” Rick continued, “They are flattered and are usually willing to go along with just about anything that is not overblown. In fact sometimes I think it’s better if I write it and ask them to put it in their words. Usually it comes back with just a few minor changes.”
“Hold it,” I said. The question was how to get a believable testimonial. When it comes to believability there are at least two techniques that will change one of those puffy kinds of wonderfulness statements into a quote that is authentic and light years more convincing:
1. Have the testifier say something about a concern they had before or during working with you and how it was resolved…in terms of a concrete thing that happened because of the work. Make sure it is short, to the point but follows the formula: Concern/Resolution/Benefit/Referral.
2. Do it on video. Make it easy for the testifier. Interview them and then edit the answers together. Seat them comfortably and then conduct the interview seated beside and slightly in back of the video camera. When they look at you it will give the impression that they are looking directly in the camera. They will quickly relax and the viewer will feel they are in a conversation.
Video also needs to incorporate the formula Concern/Resolution/Benefit/Referral although it can use multiple examples and transpose Resolution/Benefit if that is a more comfortable speech pattern for the testifier.
Many times the testifier will be hesitant to talk about the concern but once it is stated and the resolution is discovered you have a credible story to tell.”
What would you do to make a testimonial more believable?
Jerry and the crew will return next week. Stop in for lunch.
Jerry Fletcher builds trust-based marketing strategies for startups, professionals and small businesses. Learn more at www.JerryFletcher.com
Jerry speaks professionally in Europe and the Americas. He is willing to deal for an engagement in Australia or New Zealand. Learn more at www.NetworkingNinja.com