9 Tips for Writing a Great Customer Testimonial
Houston Financial Strategies for Small Business
1. - Choose the right subjects. - Prospective customers want to read about companies they know.
Are the hot brands or “cool kids” using your products? Profile companies with deep, successful use of your products. If they switched from a competitor, even better!
2. - Make it unique. - Nobody wants to read the same old story over and over again. After all, every business wants to increase sales there’s nothing interesting about that. What are the unique industry trends or company conditions that are driving decision making at the company you are profiling?
3. - But still relevant. - At the same time you need to highlight the universal struggle that your subject was facing. Find a challenge that your audience can relate to. Something that will resonate with them, and inspire them.
4. - Don’t bury the lead. - Every story has a beginning, a middle, and an end. Your beginning is the most crucial because you need to hook your audience and make them want to read it.
5. - Focus on the customer. - Your testimonial should focus on your customers their problems, their solutions, their successes. You are just the tool that supported them. If you start to sound too salesy, you’ll lose your credibility. And your reader.
6. - But be specific about how you are helping. - Potential customers want to know how, exactly, you are helping your existing ones. They want proof. If your story is vague, they won’t get the information that they need.
7. - Use quotes effectively. - Quotes are a great way to add color and interest. Get the most senior spokesperson you can or a subject matter expert. Try to highlight a metric or the value your product adds, but keep your quotes short and interesting and make sure they sound like real people talking.
8. - Reinforce your brand personality. - Testimonials should be as fun and engaging as your brand, but too often they read like textbooks.
9. - Pay attention to approvals. - The way you manage approvals is also important. Try to get as much bang for your buck by asking customers to approve your stories for general marketing use so you can repurpose quotes and stats for Q&As, e-books, event signage, or datasheets.
Source: desk
Patty Block, President and Founder of The Block Group, established her company to advocate for women-owned businesses, helping them position their companies for strategic growth. Charting the course for impactful, sustainable, profitable businesses, the beacon is control: of your strategic direction, your money, your time, your staffing, and your ability to bring in business. The Block Group brings together the people, resources and ideas that build results.
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