You’ve been told testimonials are great for developing your credibility, social media followers and your fee income – but for many there’s something even more important about them. Read on for 5 things to do with your testimonials and their hidden benefit.
What is a testimonial?
A testimonial is a person’s (preferably a client’s) written or spoken statement extolling the virtue of the service you give. OK, that’s obvious and you knew it – but are you using them in your firm?
How to use testimonials
- Show them on your website, social media profiles (or both): Their purpose is to help break down some of the barriers new readers automatically have.
- Use relevant testimonials. Rather than have a page full of great comments, put fewer more specific ones on pages that they relate to (client talking about tax savings would be more relevant on a page about tax saving advice than client care).
- Address objections: If your testimonials talk about the things that clients are (typically) afraid of, that is really beneficial.
- Include photos: If you can show the client photo, or even have the written comment adjacent to them saying it on video, it is more believable.
Many people tell me that testimonials are waste of time. Probing this further they say things like “I didn’t believe it” or “it didn’t say anything”.
- Testimonial Tip 1: Get names. Mrs S of Sunbury is the type of thing that potential clients tend not to believe. Ask for permission to use a name!
- Testimonial Tip 2: Get specific. The ones people say don’t say anything, have things like “is a great person”, or “really helped me”. When talking to your fan, ask them about what helped you, or why they say you’re great, don’t bother with the generalities (read “how to ask for testimonials” for more ideas – published 3/2/15)
The role of confidence in your practice
One of the biggest weaknesses in the marketing of many firms is a lack of belief in the value that the professional supplies! If you don’t believe in yourself, how can you sell yourself? That’s not to say you have to become arrogant, but believing that clients value you, and why, is really useful.
Testimonials – the hidden benefit
If your testimonials are specific, genuine and part of real conversations where you took time to talk to your client and explore how they felt (before, during and after) it is really hard not to feel good about them.
So even if you don’t publish all your testimonials, get into the habit of finding out how your clients really feel – by having proper conversations about that specific point.
Understanding the specifics of what your clients really value and how you make them feel can really help your confidence, and that can make a huge difference. Download our guide “17 steps to improving your confidence”, for more confidence tips, it's free and waiting for you right now in our JoinedUp Networking toolkit. This toolkit is a resource library stuffed with goodies to help you get better results from your networking (email address required). Click here to download it.
If you remember the old crème egg advert you’ll appreciate the question – testimonials, how do you use yours?