Let me share tips I’ve gathered to ease the burden of writing a testimonial. You can nip the hesitancy to start. Drafting an effective testimonial won’t take you more time to write than an average one.
Plus, you can use your influence for good. You’ll help your vendor grow. And that’s gotta feel good to contribute to another’s success, right?
Decide where the testimonial is placed in the email
Word-of-mouth and third-party reviews don’t allow that flexibility.
Use customer testimonials
“When value is demonstrated rather than described it immediately becomes more relatable … Showing is more powerful than telling because it reflects the customer’s desire, problem or dilemma (alongside your potential solution) back to him. This is why success stories build trust in a way marketing copy never can.” Bernadette Jiwa
Your prospective buyer is bombarded with choices. As he considers what product or service to buy, inner tension builds. He’s looking for reassurance. Good testimonials minimize the friction a prospective buyer experiences inside his head. When he reads other customers’ opinions, he instinctively views this feedback as fact.
Good customer testimonials add credibility to your offer.
So read my tips and learn how to enhance your customer testimonials. If you act on these ideas, your testimonials will resonate to your prospective customer.
Let me back up. I can’t say eating a fun-size candy bar is by choice. A more precise phrase to describe my behavior is giving into a snack of temptation.
So why are these so irresistible? What’s their appeal? And why do I bring up the topic?
1) Mini-sized candy bars = bite-sized chunks of information
If you think about it, eating a “junior” candy bar is a complete package. The bite-size sweets still contain the chocolate, the caramel, the peanuts – the value of a regular-size bar — but they’re also encouraging you to want a little bit more.
They’re a ready-made “grab and go” dessert. Tempting to devour. And people do. I do.
So when you’re trying to convince a prospect to buy your product or service, think about conveying your message in a mini-candy bar style.
Lessons from Grover in The Monster at the End of This Book
When my daughters were young, we’d pile into the navy blue Honda Accord (a boxlike-design model year) and go to the public library every week for story hour. We’d check out dozens of books and scoop them up into our totes.
I was doing a weight-lifting regimen back then: hauling book totes and childcare bags, and lifting children in and out of car seats, high chairs, bathtubs, tricycles. I swear I had Michelle Obama biceps and triceps. At least back then.
On some occasions, the books they chose as their favorites would be mine too. Such as this one:
When I needed to find a book for a toddler gift recently, I knew which one to choose. Before I wrapped it, I handed the book over to my teenager. She smiled and said, “Oh, I remember this book.” And we read aloud, “So please don’t turn the page.”
And, of course, we turned the page.
Jon wrote a classic children’s book featuring Grover. It’s not only funny and entertaining, but also steeped in persuasion. You can apply his techniques to update your marketing messages. Here are three principles of persuasion he used:
“See, the best interpreters are part linguists, part diplomats. They have to know the politics behind each word,” Danny Hajek, National Public Radio reporter.
Try to put yourself in the shoes of a prospective customer.
How do you want him to feel when he visits and reads the copy on your website? Like you’re speaking directly to him? So he feels like you understand him, can relate to his concerns and have the knowledge to solve his problems?
When I rewrite my drafts, sometimes I get impatient. I cross out filler words and clichés and still, the content is blah. The words I use are so boring that I’m easily distracted by our family cat, Coco, or the contractors pounding on the roof shingles of my neighbor’s house across the street. (Do they need to pound at 8 o’clock in the morning?)
I admit it. Business-to-business and healthcare companies who only have one or two people responsible for content marketing is a boon for me. It’s true. Small teams need, hire and value freelance copywriters. But it’s also true that I hate seeing clients run themselves ragged trying to keep up “feeding the content marketing machine.”
Were you assigned to write a blog post that’s due next week? Oh, horror of horrors! Are you worried about starting with a blank page? Do you dread writing a story from scratch?
Every bit of writing in marketing has an objective. And that can be worrisome if you don’t know your objective. If you think the words matter, then you take writing seriously. So if you’re in this camp, you may want to keep reading.
Todorovich, director of content marketing, manages a team of writers, designers, digital engagement strategists and project managers. Her team is responsible for the #1 most-visited hospital blog in the country.
The newsletter started at 0 visits and grew to 5 million visits per month in October this year.
I was inspired listening to her talk. She does not minimize the effort required or the mistakes made along the way. You hear about the trial and error. Her presentation shows the possibility of building an audience in a highly regulated field. Health Essentials is a living example of what happens when you do the work, persist and continue to do the work. Eventually, you will earn good results.
BEEP! A notification chirps from your smartphone. You pull the phone out of your pocket, wipe your fingers on your cotton jeans and swipe the smooth screen to unlock. Tapping open the email app, then …
The emails clamor in your inbox. Each email is screaming at you. Look at me! Look at me! Read this now. Do this now. Emails are reminders of your unfinished tasks.
And your inbox is bursting. Continuously flooding with messages, the inbox is a cacophony that will never be silent.
When you acquiesce and scan the first email, trying to understand the long message on the little screen, do you wish the sender had written more words?
Probably not. You wanted the writer to be brief, concise and clear. Please get to the point, you beg.