Trolling for Testimonials

The rapid growth of peer review sites proves that we trust reviews of products or services by users more than the opinion of experts.

That’s true in editorial media coverage as well. The best stories are written from the point of view of a customer who has solved a problem using your product or service.

How do you get a customer to sing your praises?

  • Look for specific stories. “Your product is built great” is good but even better is, “I toured your facility and watched how you make the product. Your engineering is elegant, which is why your product performs the best.” This is more relatable because it paints a picture.
  • Ask for metrics. Some of the best testimonials are those that demonstrate a before-and-after scenario, then back it up with metrics. Find ways to get customers to speak in specifics: “It used to take me two days to produce a marketing email; now it takes me two hours,” is better than, “my job is a lot easier using your product.”
  • Find the genuine. The best testimonials often stem from a spontaneous customer response to your product or service. Capture that enthusiasm by using the customer’s quote, even if it’s not “corporate sounding.” A carefully scripted testimonial misses the authentic feeling that true testimonials can convey.
  • Request permission. Before using a customer testimonial, get consent about when and where it is permissible to share the information. Even though the client is delighted with your company, some consider the relationship to be a competitive advantage and will shy away from giving a testimonial.

A strong partnership relationship with your customers offers many benefits, including the opportunity to showcase how happy they are.

This entry was posted in Clarus Communications, Grammar, Media Relations, Online Marketing, Public Relations, Sales, Writing. Bookmark the permalink.

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