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FREE ARTICLES
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A Good Testimonial is Worth 1,000
Cold Calls
If you hate cold calling, and even if you don't,
you should start capitalizing on the work you’ve
already done.
So often we don’t utilize one of
the most persuasive selling components in our
marketing materials – the words of our own
clients. Many creative
people have wonderful testimonials from
clients, but never use them for fear that they
are “bragging” or that it is “too self
promotional.”
Well of course it’s self
promotional! That’s what good marketing
is!
When you are finished a project
for a client, why not
capture that moment in the client's own words to
use for showing potential clients the value of
your services?
Testimonials are even more crucial for creative
businesses because it is more difficult for the
average person to set a value on most arts
related items and services.
Seeing others
talk about the value of working with you will
help them more readily understand the value of
your work.
If your client doesn’t come running to you with
a testimonial, then ask her for one. There is nothing
wrong with that and most clients are honored you asked them.
The best testimonials are ones
that show a measurable goal has been reached and
uses language that your potential clients can
identify with.
For example, here is a
testimonial I received from a client who is an
artist:
“I just recently got back from a job I did
up in Cape Cod worth over $11,000 and it is
because I used the techniques I learned from
you to turn a consultation into my biggest
job ever.”
-Amy Ketteran, Ketteran Studios
Here's another example of a
testimonial I received from a corporate client:
"My improved confidence/speaking skills has
helped my career as well as Verizon
Connected Solutions since we are now working
on developing partnerships/joint ventures
with some large manufacturers and I am
involved with seminars to promote these
potential partnerships. Since I began
working with Kirstin I’ve had several
speaking opportunities and I can tell you
her methods work. In fact, because of my
work with Kirstin, I gave testimony in court
that caused VCS to win a nearly $1 million
lawsuit with customer who refused to pay.
I can’t thank Kirstin enough!"
-Ed
Ruby, Director of Business Operations
Verizon Connected Solutions
If you have testimonials, but they are not
measurable, then they aren’t as persuasive as
they need to be in order to sell a future
client. To get measurable testimonials,
all you have to do is ask for them. If you
receive a testimonial from a client that isn’t
measurable and doesn’t show a specific example
of how that client has improved since working
with you, then thank the client for the kind
comments and ask him to narrow down the success
to one or two specific items that are improved
due to your work together.
You can respond with something
like:
“Thanks for your feedback.
It’s wonderful to hear about your success.
What specifically has improved during our work
together? Were you able to measure the
difference?”
The more measurable the
testimonial, and the more the
client speaks in his own words, the more
persuasive it is to the potential client, and
the easier it is to generate new business.
Review your client list and look back over
recent projects. Ask your best clients for measurable
testimonials. It’s a whole lot easier than making a cold
call!
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