How to Get Effective Testimonials
Written by Kristy Pruitt
Visit any sales page, and you’ll probably see at least one testimonial, and usually more. There’s a simple reason for this: they make sales.
Well, some of them do. Others? Not so much.
Some marketers are under the mistaken impression that any positive testimonial is a good one. No marketer is going to post a testimonial that says “This product sucks!” But a testimonial that simply says something to the effect of “This is the greatest thing since sliced bread” really isn’t much better.
In order for a testimonial to do its job, it needs to be more detailed than that. It needs to vouch for the benefits of the product, and tell specifically how it helped the customer. And perhaps most of all, it needs to be believable.
Anyone can say that a product is good. But it takes someone who has actually used the product to tell why it’s good, and what aspect of it benefited them the most, and how to best use it. Here are a couple of examples to consider:
“Joe’s Hot Sauce is very tasty!” – Sue
“Joe’s Hot Sauce is just spicy enough without being overwhelming. So far I’ve tried it on burgers, chicken and scrambled eggs, and adds a nice kick to them all. I can’t wait to try it in my baked beans!” – Jane
Which of those two testimonials would make you want to buy Joe’s Hot Sauce? Would you be inclined to think that maybe Sue just sent in a testimonial to get a link back to her site?
But I Don’t Write the Testimonials, I Just Collect Them
Maybe your customers have only been sending in very generic testimonials. After all, it’s not their job to promote your product. They just want to let you know that they enjoyed it. And depending on your target market, they might not know enough about how to properly promote a product even if they want to help you make more sales.
So if you want specific, convincing testimonials, you just might have to ask. The next time you get a testimonial that doesn’t provide enough information, write the customer back and ask for specifics such as:
- What specifically did you like about the product?
- How has it made a difference in your life?
- How and when do you use the product?
- What is your favorite feature?
- Do you have any proof of how the product helped you that you are willing to share (photos, check stubs, etc.)?
- If you don’t have them already, request the customer’s full name, location, photo and link to his or her website for greater credibility.
Most satisfied customers are happy to give more details about their experiences with your product. So just ask. The worst they can do is not respond, or tell you to stop being so nosy. And they might just send you a nice, detailed testimonial that will help you make more sales.
Editors Note: When collecting testimonials, do keep in mind the upcoming FTC guidelines on endorsements.
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Laurie Neumann says:
Good information, Kristy. I know what you mean – there are some very general testimonials that really don’t give you any more information about the product. They don’t help.
I know sometimes I find it hard to ask for specifics when someone has been nice enough to write and compliment my product. But I will try harder:-)
Kristy says:
I know what you mean. But really, in most cases, they won’t mind. Especially if it’s a webmaster who will get a link back to his or her site out of the deal.
Alice Seba says:
Hi Laurie – you can also focus your discussion on asking those questions above. You don’t have to say, “Do you mind if I use your words as a testimonial and can you answer these questions.”
You can say, “I’m glad you liked the product. Can you tell me what you like most about it? How did you find it helpful?” etc….just guide the conversation into something specific about your product and then you can ask if you can share that info with other potential customers.
That way, it’s natural for them. They’re just answering your questions and then they can decide if they want to share or not.