Client testimonials, when used for marketing build trust with others, instantly
When it comes to marketing your small business you need to make the most of your marketing dollars. So, consider the power of how past client successes can help you build social status and trust with perspective clients. After all, isn’t it much more convincing to hear how wonderful you are from others? Although marketing your own services forces you to confront your desire to hide, sometimes tooting your own horn is uncomfortable for new business owners. And, although I’m all about being loud and proud to spread the word and to build your marketing and brand’s voice, the best way to ‘sell yourself’ is to let others do the heavy lifting for you by using client testimonials.
There is nothing more important or more powerful than what your clients say about their results after working with you.
And with today’s social proof platforms and instant access to everyone’s opinions, it’s never been quite as important to build trust in the social-sphere. Increased mobile technology has led the way to people valuing popular opinion over any data or proof. So, it’s important to continually check in on your own social clout.
One of the easiest ways to build trust in your niche and marketplace is by offering “social proof” in the form of client testimonials. You can also use case studies, before and after examples, and real-life results your clients enjoy as a result of working with you.
In fact, my best advice is to share that stuff effectively every chance you get.
If you’re lucky, you will have amazing clients who are thrilled with the results they’ve gleaned from working with you or buying your product. These fans will write wonderful testimonials (sometimes) without being asked. But for the most part, great testimonials take time to write and too often go missed.
As a solo or small business owner, you can easily use client testimonials to build trust. One of the most effective approaches is to build your request for same into your work processes. As you’re moving past the half-way point of service with clients, formally ask for testimonials and recommendations. Those who do it well will enjoy a full pipeline and consistent business from ideal clients.
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3 Reasons client testimonials work so well?
According to Derek Ghel, writer for Entrepreneur.com, good testimonials do three things:
Client testimonials overcome skepticism
One of the first and most foreboding objections of a potential client is the age-old ‘snake oil’ conundrum. A potential client’s main concern is safety, so she will constantly be concerned about getting ‘sold’ something. To overcome this fear, great testimonials build trust and have the power to convince potential, yet skeptical clients. Especially if a potential client is a self-described skeptic and on the fence about their feelings.
Testimonials build trust
People buy from whom they know, like and trust. A real-life testimonial from a real person with a name, company and web address goes a long way to legitimize your claim. People are more apt to go on another’s recommendation than their feelings alone. To overcome any trust gaps, great testimonials build trust and convince potential clients. Especially when potential clients see themselves in ‘the before’ state of a past client’s testimonial, trust can be instant. To increase trust it’s important to capture a client’s ‘before’ statement within the testimonial.
Testimonials build trust if they’re not ‘salesy’
Good testimonials provide rich and personal details. One way to avoid being salesly is to use awesome client testimonials. It’s also important to showcase results your clients have enjoyed after working with you. or trying your products. These results are what potential clients want. So, taking steps to capture those results authentically from past clients can ensure their testimonials build trust.
And, we know that trust is the key to continued sales and a good online reputation.
So, be sure to start today! Gather your testimonials from your past clients and begin to weave them into your marketing messages, newsletter and website copy. This way you’ll get those past client testimonials to build trust and work for you as mini (and free) marketing messages.
Take action today
To use client testimonials to build trust, take the following easy actions:
- List three recent or current clients whom you’ll ask to give you a testimonial.
- Contact each one TODAY and make a request for a testimonial.
- Provide specific questions you’d like them to answer in the testimonial they provide. Specific questions are easier to answer quickly – and provide a detailed account of results.
- NOTE – if you’re not hearing back from a happy past client, they may have writer’s block, or see this request as difficult. In these cases, I suggest you consider writing a great testimonial for them. You can easily do this, and then send the draft to them to ensure their approval. Making it easy helps your clients deliver the goods and get back to you quickly with an effective testimonial to use right away. It’s really important to ask for what you want and to be clear in the process.
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