If you want to get a good marketing testimonial from your customers, you need to buy Sean D’Souza’s e-book, The Secret Life of Testimonials (right). Totally worth the $45.95.
A really good marketing testimonial “pops.” It makes you think, “Wow, I need to buy that product or hire that person.” Getting good testimonials helps you attract your ideal customer, while weeding out prospects who aren’t a good match.
Get in the Buyer’s Mindset
The biggest lesson from Sean is that you need to put yourself in the buyer’s shoes, right before they’re about to make a buying decision.
What are they worried about? How did your product exceed their expectations? That’s what you need to tease out of your customers for a good marketing testimonial.
Recommending a Vendor
I wrote a LinkedIn marketing testimonial for Realtor Bob Bailey-Lemansky, my real estate agent when I sold my house in New Jersey. Here’s what I wrote about Bob:
I was skeptical at first that Bob would be the best person to help me sell my house. I was interviewing him against two “neighborhood specialist” Realtors in my town, whereas Bob’s a marketing specialist who’s good at selling houses no matter where they’re located. I quickly realized Bob’s personality, integrity, and connections made him the best choice.
He’s the perfect mix of laid-back and on-the-ball, and he didn’t over-inflate the estimated sales price. The staging consultant, photographer, and closing attorney Bob recommended were all outstanding. I ultimately got almost 10 offers in a down market, including two strong ones that he helped me juggle. My house sold for the exact middle of Bob’s well-researched range, to a buyer who saw my house the first weekend on the market.
Before we signed the listing contract, Bob said I was “possibly the most thorough person [he’d] ever met.” If Bob can make *me* happy, you’ll love him, too!
I addressed the uncertainty I felt before signing a listing agreement, covered his unique selling proposition (USP), and ended with a convincing anecdote. It’s a little long, but it works.
Recommending a Friend
You can write a marketing testimonial for anyone. Grant Cothran, a friend from college, asked me to write a recommendation. Here’s what I came up with:
Unlike many who coast through the college RA (resident advisor) position by making monthly bulletin boards, Grant actively planned fun, memorable, creative activities that successfully increased group unity and morale in the German House at William & Mary.
Grant is both a talented writer and photographer. Since college, I’ve enjoyed reading his clever travelogues, which showcase his ability to capture the flavor of any situation. He’s an affable guy, with a commitment to helping others.
He has that perfect balance you want in a team member — getting the job done while making it fun. I’d be glad to work with him again.
Again, a good marketing testimonial doesn’t have to be that long. If you’re considering testimonials from customers, you can use a representative snippet (with context, of course!).
My Challenge to You
Readers, here’s a challenge — write a marketing testimonial for someone who’s helped you. They might be a vendor, a coworker, anyone. Do it in the next seven days. And then report back here on how it went!
Image credit: Sean D’Souza at Psychotactics.com