Consider Client Testimonials

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Testimonials offer a great opportunity to brag, gush and tell the world how great you are. Many times these few words offer a more trusted opinion than something your potential clients might hear from you. However, you should still ensure your testimonials support your company’s message and don’t sound fake—it is surprising how often testimonials are fabricated.

Keep testimonials short, specific, and trustworthy

No one will read long-winded testimonials online; try to keep them to two or three sentences. Make sure you use keywords, not just adjectives, specific to what your potential clients are looking for. Spend a bit of time on getting quality testimonials from influential sources that are well worded and sound legitimate and admirable. If you have praise from significant titles or recognizable brand names, use them.

Video testimonials

A new trend in online testimonials is to have a short video of a past client. When done professionally, this can be an effective way to portray your value and can be very motivational. However, evaluate whether this method is in line with your company’s overall online presentation and whether you have a reasonable budget to produce a quality video.

Twitter testimonials

Twitter is a great source for testimonials. The format and function of the network is built on testimonials, reviews and spreading news so it makes logical sense to translate this into your marketing materials.

Old-fashioned testimonials

If you have developed an Exit Package for projects that are closing in your firm, this is the best time to request a testimonial. If you have successfully followed up and completed the project as requested, it is best to get a testimonial when the details and emotions are fresh in your clients’ mind. Finally, if all else fails, just send an email or call past clients and ask them for a few good words. Offer to reciprocate (if applicable) and post on LinkedIn.

(photo Erik Pitti)

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  • Side note, check with your state bar about the use of testimonials in your state.

  • Gyi is right…many states don’t allow the use of testimonials. I’m sure you will be, but interviews of clients need to be done cautiously as they can’t talk about the results of their case, or their matter, as that couldbe troublesome under the “don’t use past results as a predictor of future success” rules.

    In my corporate life, we used testimonials all the time. They are, indeed, effective when allowed!

  • John Thomas

    Testimonials are worth their weight in gold. At my old accounting firm, our national vice chairman pushed us to get them. They’re also far more cost effective than advertising etc. at winning new business. And if allowed, do not be shy about drafting a letter for your client to edit and sign.