April 16, 2008

Four Ways to Ask for a Testimonial

I recently received a request for a testimonial from someone who sent a mass mailing to a list that we both belong to.

It said something like this: “Hi, I’m creating a testimonials page on my website. If you feel inclined, please send a testimonial.”

What’s worse is I didn’t really know that person.

Here’s a much better way to do this that will not only be more effective, it will feel more authentic and natural for you and the person receiving the request.

Don’t wait until the work is over to ask for a testimonial

At anytime during your work with clients – be it workshops, classes, newsletter or one-on-one sessions - make a note of whenever you receive appreciation and compliments from the results you are providing.

When you receive an unsolicited rave review from a current client, say something like this:

“Wow, thank you so much for your feedback. Would you mind if I quoted you? I know other people would find your experience as inspiring as I have and what you just shared could be the catalyst for them.”

Naturally, they will say yes. Then you can ask how they would like to be identified. Some people will easily give you permission to use their full name and contact info. Others prefer just their name. At the very least, get their first name, profession (so others can see what normal, happy people hire you) and city and state they live in. If your work requires you to keep everything confidential, you can create a composite name, profession and similar city/state that gives your testimonial reader and idea of what type of people hire you.

Email your testimonial references individually

Be completely truthful as to why you are asking for a testimonial.

“Hi Jane. I’m upgrading my website and marketing materials to reflect changes I’m making in my business. I’m contacting you because you have been one of my favorite clients and I treasure your opinion. Would you be willing to give me feedback on our work together in the form of a testimonial? If you’re willing to participate, here’s what I’m looking for.”

And be prepared with the following four questions:

What situations or conditions had you hire me?

What did you like about working with me?

What results have you experienced (health improvements, energy level, etc…)

And how is this impacting your life?

Be sure to add “A favor of your reply by DATE OF CHOICE is requested.”

Ask at the end of a session

“Jane, do you have 5 minutes to give me your feedback on our work together?”

Ask them the four questions from #2 and then be prepared to write fast.

Then say, “Would you mind if I wrote this up as a testimonial? I can email it to you later today and you can approve it or change anything you like.”

Then go put it together in a nice paragraph.

4. Write a testimonial on behalf of your client as your program draws to an end

7 out of 10 times, you will need to write a testimonial on behalf of your client (based on your notes and progress you have seen them experience) because it’s simply not a priority for them, they don’t have the time or just don’t feel comfortable writing. And for others, they may have a hard time articulating the transformation you have facilitated.

So don’t hesitate to offer to put together a draft for them to review and approve or use as a starting point to write their own. Understanding this will help you collect testimonials in a timely manner.

When doing this via email, just had the following sentence to the #2. “I would be more than happy to write a draft on your behalf based on my notes and progress that you have achieved, and you can either approve it or make any changes you like.”

Don’t be surprised when the majority of your clients take you up on this.

To your continued success,

Karin

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Filed under Blog, Email Marketing, Materials that Work, Words That Work by Karin