By Michael W. McLaughlin
At some point, you’ve probably asked a client for a testimonial that (you hoped) would wax eloquent about the great work you did. But getting a client testimonial is a hit or miss proposition: Sometimes, the client provides exactly the enthusiastic stamp of approval you want. Other times, it’s less than useful.
The problem is–we don’t always do such a great job of guiding our clients in writing testimonials. That’s too bad because testimonials are among the most powerful marketing tools. When a prospective client reads, watches, or listens to your testimonials, you have an opportunity to get the principle of “social proof” on your side.
Robert Cialdini, who popularized that principle in his book, Influence, reminds us that people tend to “determine what is correct by finding out what other people think is correct.” More importantly, though, social proof, especially the kind in a testimonial, is most influential with someone who is uncertain or in a situation that is ambiguous.
So, here are some thoughts on how to obtain the perfect testimonial—one that will help clients gain the certainty they need to say yes to your proposals.
(By the way, you might be interested in my interview with Robert Cialdini about the role of influence in the professional services business.)
The Trouble with Testimonials
Like every marketing tool, testimonials have drawbacks. For starters, clients are naturally skeptical of any testimonial you supply. It’s not that they think your testimonials are total fabrications, but they know that you’re unlikely to offer any that claim you do anything short of walking on water. So most clients discount, at least to some degree, the high praise they read about you.
The second and more common flaw is that many testimonials offer little more than vague generalizations that don’t provide enough social proof to influence client decisions. Fortunately, you can solve both problems by taking an active role with clients in the development of each testimonial.
What Should I Say?
Whether a client offers to write a testimonial or you ask for one, be ready to answer the client’s question: “What should I say about you?” Your answer must balance respect for the client’s time and convenience with your need for something you can use.
These three pointers can help steer your client’s effort to the ideal testimonial.
Keep It Short: To get the most from testimonials, think brevity. If it takes someone more than one minute to read and comprehend a testimonial, it loses power. Prospective clients are looking for concise, engaging statements that explain why others who were facing the same challenges chose you to help them.
As with any writing, it’s harder to write a short testimonial than a longer one. Ask your testimonial writers to aim for two paragraphs, maximum. If they want to say more, suggest that they give the highlights in the first two paragraphs. That way, you will have the option to feature just those paragraphs, and direct readers elsewhere for the complete text.
Make It Real: If you’re going to use a testimonial, resist the urge to make it anonymous. Few things are lamer than praise from a satisfied mystery client. I’m not sure who decided that a testimonial from a “senior executive” at “an international trucking firm,” or a “global medical device company” was a good idea. It’s not.
You can’t expect clients to put much stock in anonymous endorsements. If you want to make a testimonial work for you, be sure that the reader can identify and, if possible, contact the people and companies involved.
You may choose not to publish contact information in your marketing materials or in your proposals. But it is helpful if you can offer clients a way to contact the author of a testimonial if they want to.
Another way testimonial writers can make their words ring true is to express their genuine feelings about working with you. Obviously, you don’t want this to go too far, but it is worth pointing out that a testimonial doesn’t have to be impersonal.
Be Specific: The goal for each testimonial is to show convincing social proof that you’re second to none in your area of expertise. To accomplish that, your testimonial writer should talk about how you worked with others, the value you delivered, and what makes you different or special.
It’s not enough for a testimonial to say something like, “Our work with Empirical Consultants exceeded our expectations for service and flexibility. We’d be pleased to work with them again in the future.” That’s not a bad recommendation, but it doesn’t tell readers much.
A testimonial should focus on the problem or issue you helped address, the results achieved, and why you were the best choice for the work. If readers can’t relate to the situation described in a testimonial, it won’t help them evaluate your capabilities. So be clear about the project objective, delivered value, and a differentiating point about you.
For example:
Our work with Joseph DeLong and his team at Kahana Consultants aimed to reduce our investment in inventory by 12% in three of our regional parts plants. We were thrilled when Joe and his team’s FastTrack implementation program resulted in a net inventory reduction of 17% in the first 6 months. That was beyond our expectations in terms of cost savings and the speed with which we accomplished our goal.
What we appreciated most about working with Joe and his team was their ability to cut through the predictable politics of a project, keep everyone happy, and deliver the expected results and then some.
William Major, Senior Vice President, Tanglewood Integrated Manufacturing
In this example, the testimonial names names, is specific about the project and its results, and tells what stood out about the consultants in the client’s mind. A prospective client can read this testimonial in a few seconds and see the highlights of a successful project.
Testimonials don’t sell projects on their own, but they can bolster the case you need to make about your offer. To make that case compelling, use a few highly effective testimonials, not a slew of anemic character references.
What You Shouldn’t Do
I’ve seen some consultants offer general testimonials about their abilities from former colleagues, mentors, and others who never hired them. Testimonials should always be from people you have worked for in the past. Otherwise, prospective clients will see the comments as irrelevant.
Once you ask for a testimonial, don’t sit back, hoping to get what you need. Work with your clients to make the process easy for them and valuable for you. Just remember the three simple rules for a perfect testimonial: keep it short, make it real, and be specific.
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