|
This is the 9th article in the 12 part series, "Increase Sales & Marketing with these 12 Strategies." To see the original list of all 12 ideas, click here . One of the simplest, yet highly effective things you can do to improve your marketing results is to ask clients for a testimonial letter or brief quote that can be added to your web site. When done correctly, your testimonials are will not only benefit your business, but they can strengthen the relationship with your clients and also provide them with some free publicity! Here is how to properly create a testimonial campaign: 1. Do all the work for your clients - Don't just ask your clients to write a letter and send it to you. They are too busy to be working on behalf of your company's marketing efforts. Besides, they paid you to deliver and they don't owe you anything more. Instead, tell them you routinely ask for testimonial letters from clients or past clients and that you would like to interview them for 5 minutes. Based upon that interview, YOU will write the letter and email it to them. They can make changes to the letter if needed and then print it on their letterhead, sign it and mail it to you. It's pretty simple and very little effort required on the part of your client. 2. Pretend you're a journalist - Write out a series of 4 to 6 open ended questions. Make sure they can not be answered with a simple 'yes' or 'no'. 3. Take precise notes - Take notes as you're talking with your client. Make sure you write quotes exactly as they've said them and ask them to elaborate on anything that may require more explanation. 4. Write the letter NOW - As soon as you hang up the phone, write the letter while your interview conversation is fresh in your mind. The letter does not need to be long – just 3 or 4 paragraphs to capture what your client said in response to your interview questions. 5. Email the letter that day - It's also important to email the letter to your client on the same day so that it's fresh in their mind. Be sure to thank them again in the email for agreeing to sign and mail the testimonial letter to you on their letterhead. 6. Follow up! - Some clients will get too busy or lose the email. If you haven't received the letter from them after a week has passed, call them to ask if they received your email or if you need to send it again. 7. Use it - Post your testimonial letters on your website, make copies and use them in sales presentations, frame originals and hang them in your conference room or lobby. You can also use quotes from the letter and post them in various places on your website or printed collateral. By conducting an ongoing testimonial letter campaign, you will have a way to exhibit your credibility to prospects. It's also an excellent way to strengthen the relationship you have with your current and previous clients. When they remember how valuable your product or service was for them, they will be more inclined to purchase something from you again and/or refer business to you. Clients also appreciate having their company name (and web address) published elsewhere in a positive light. By including this information on your web site or marketing collateral you are helping to promote your clients' businesses also. That is a win-win situation. |