Testimonials are great marketing tools, but so often they are created in a way that is less than effective.
First some overall tips
Get a testimonial from every one of your clients
Consider audio and video testimonials
Write them for them – or make it easy for them to write it
Now some writing tips
Write as though you are speaking to a prospect (Most people write testimonials as though they are speaking to the owner of the company)
Give a specific, measurable benefit of using the product or service
Don’t hype – write in plain English
Okay, want to get more website traffic using testimonials?
Go to your bookshelf, take down every business book you have ever read (the ones you like at least) and find the author’s website or blog and send them a well-written testimonial. Suggest that they are free to use it on their website. (Include your name and web address)
Heck, why stop at authors:
Send one to every vendor
Your web host
I want to close this little lesson on testimonials with one that found on a book by Brenda Ueland called If You Want To Write
“Run, do not walk to your nearest bookstore and buy If You Want To Write. It is one of the few books I have read more than five times. I have so much faith in Ueland’s book that if you buy it and it doesn’t help you. I will give you your money back. I won’t even say that about my book.” – Guy Kawasaki, MacUser