Comment by Cheri Nikkel

May 10, 2006 @ 2:14 pm

Wow, great insight into how we can use testimonials!
And I agree - the best time to ask is as you’re finishing up the interview.
First, because you’ve already got them on the phone. So it’s natural, not awkward.
Second, because the person you’re talking to is really ‘into it’ then.
I just did this the other day. Got some great material from the interview. (The woman I was interviewing was almost as excited as I was!) So when I asked about a testimonial, she said “Sure, absolutely!”
Then she added, “…if you’ll write it for me.” I could tell she didn’t think I would. When I said I’d be happy to, she was thrilled!

Talk about a win-win.

Can’t wait to use the tips you’ve given. It’ll give me more to think about as I’m interviewing too.

Cheri

Comment by Ricky Breslin

May 10, 2006 @ 7:43 pm

Great post Shuane! One thing I might add to that also is WHAT to have them say in the testimony. Make sure to mention specific numbers or dates, make it very results driven and believable.

Do whatever it takes to make it exciting. To often, like you said, the customer will just throw something together and there is absolutely no impact.

Great post!

Comment by Jack Bastide

May 11, 2006 @ 6:56 am

Hmmm Interesting

This is Good Idea

I agree that it can be hard to “Track down”
people to get a testimonial from them so this
will save a lot of time

It will also allow you to cover all angles that
you want to support in the sales letter

One thing that is CRUCIAL is to get the persons
approval … don’t be tempted to use the
testimonial without the approval … that would be
lazy and dishonest

The other thing you have to make sure is to write
In the right voice and use the correct lingo for the
person giving the testimonial

For Example

With me being from Brooklyn I might write something
like this:

=================================

This Product is freakin Amazing

Fugetta bout it!

Sarah Smith
98 Year Old Librarian
Kansas
=================================

I think Sarah’s testimonial would have credibility
Issues … wouldn’t you agree?

This is especially true if you are writing for a very
specific niche with its own language

For example:

Which of these 2 testimonials would be more
believable for a rap album?

Testimonial #1

=====================
To Whom It may Concern

The New album by Chili G is quite
outstanding

Have a nice day!

DJ Master Funk

====================

- OR -

Testimonial # 2

===================

Yo Dawg,

My boy Chili’s
new album is slammin

Peace

DJ Master Funk

====================

If I wrote up Testimonial #1 and showed
It to DJ Master Funk he would tell me that
That’s not how he spoke and would give me
the correct lingo

or he might bust a cap in my ass ….

Either way. by getting approval you can make
Sure that the testimonial has credibility

Peace I’m outta here Dawg

Jack

Comment by John A. Manley

May 11, 2006 @ 7:12 am

I remember my first long-copy job (14 months ago). I sent questions out to all the client’s clients via e-mail.

I didn’t receive one decent testimonial.

Worse yet, I could tell they spent a long time writing them.

No, this is the way to go. Definitely. Usually if you have a good interview with them (and my interviews have improved 300% since the coaching program) it’s just a matter of cutting, pasting and polishing from the transcript.

John

http://www.REALITYCopywriting.com
A “Live” Online Look at the Day to Day Life of a Fulltime Copywriter From Starving Writer (Day One) to…?

Comment by JP Maroney

May 11, 2006 @ 7:43 pm

Another great topic, Shaune!

Testionials can be painfully difficult to harvest. Yet, you know… Well Worth It!!!

The other day I suggested that a client conduct, “Customer Service Follow-Up Calls” to his customers. During those (recorded) calls, pepper in some key questions that would elicit good testimonial materials.

Then, follow-up after the call with a “summarized” testimonial written by him or his staff. Simply for the client’s approval.

Makes it easy to get — and easy to control the content.

Profitable Pitbull Regards,

JP Maroney
“The Pitbull of Business”

Comment by Terri

May 11, 2006 @ 8:57 pm

Shaune,

Once again, I’m impressed. Not an easy thing to do. Now that I think about it, it’s a “duh” moment! As a copywriter, writing the testimonials for the customer is so obvious…yet advantageous. Very nice.

I would imagine this would also serve a dual purpose in freeing up our time for other ventures. Win-win.

Gotta love it!

-Terri

P.S. Hey Jack! Out here in South Dakota, the only “dawgs” we have are prairie dawgs, and I don’t believe they can reach high enough to bust a cap near your private parts!

Comment by Shaune

May 11, 2006 @ 9:10 pm

To be clear, one of the reasons, to do an interview is so that you capture the testimonial in the tone and persona of the customer.

In the purest sense, you don’t “write it for them,” rather you position their words, their experience, their tone, to best suit the copy.

Shaune

Comment by Shaune

May 11, 2006 @ 9:10 pm

Hey JP,

You know I love the right question at the right time.

How about sharing some of your… Key Questions.

Shaune

Comment by Shaune

May 11, 2006 @ 9:18 pm

Ricky…

Regarding this comment..

“Make sure to mention specific numbers or dates, make it very results driven and believable.”

I really feel this is a good standard testimonial thus I say…

A standard testimonial would show a great, “Before And After,” result.

Unfortunately, these have become standard. They are expected and not readily believed by the prospect. The reader quickly gets bored. Attention span being short, we must do better.

That’s why we should always try to find testimonials that…

- Trigger the pain of the problem needing to be solved.

- Reveal a powerful Real-Life Tidbit or event.

- Create curiosity.

- Are provocative.

The following two types of testimonials are particularly prized. They are not so obvious and therefore more attention grabbing to the reader.

Testimonials that…

- Overcome a hidden objection.

- Satisfy a hidden benefit.

This is the power of interviewing. You get more material. This allows you to work it. Gives you different opportunities and angles from which to position the testimonial. You can use something other than the, expected and often lame, “Before And After” version.

We really can do more. This is especially true if we have several testimonials in the same piece. If they all look the same it looks to manufactured to the prospect. I say, mix it up, add dimension!

Shaune

Comment by Joseph Ratliff

May 12, 2006 @ 10:26 am

Shaune

Duh! I should have thought about that!

Very insightful!

Comment by Brian Keith Voiles

May 16, 2006 @ 1:04 am

Great food for thought here. Really. But don’t forget the deep impact rock-solid testimonials can have: the can psychologically convert a “passer-by prospect” into a buyer.

Why?

Because if you have studied your “buyers” (I really don’t like that… but for sake of clarity) and built any degree of relationship with them, you will discover there are “Types” of people who are drawn to what you sell.

There could be 3 types… there could be 10… usually there are a good 6 different “buying types” in any given database (especially if you’re selling to niches).

So… when you’ve got really good testimonials, and one or two of them “call out” to the prospect and pluck at his heart strings, his reasoning, or his “sensibilities”… he is drawn in closer to a potential relationship with you.

A “good” testimonial is one that indirectly says, “Hey dude — ya you — the guy reading this right now… guess what? I used to be JUST LIKE YOU! Yep… my life pretty much sucked when it came to trading stocks. In fact… I’m a lot like you in a ton of ways… you can tell from my picture, can’t you? You can tell by the words I’m saying, can’t you? You can tell by the gutt-wrenching pain you’re going through… ya… the same pain I went through. But then — I find the solution — I find this guy… and I can’t tell you how BIG he’s blessing my life. Sure, I can give you some specific numbers about how much money I’ve made and stuff… but what’s really going to matter is when you give this a try yourself. You get the results. You count the Bennies… and you get that rush that comes from putting on a kick-ass trade that makes you more money in just a few days than most people make in a year. Look… this program is for real. It will bless your life like it’s blessed mine. And if it doesn’t — don’t fret about it… as I know this dude… and he’ll give you your money back — simple as that.”

Anyway. Sorry to go on and on… but I really believe in this. Boil it down, and a good testimonial says to your prospect:

1) Hey… I’m just like you.
2) And I HAD the problem you still have.
3) And then I found this Dude… and he had the answer to my problem.
4) In fact, here’s SPECIFICALLY how he’s blessed my life.
5) And if he can bless my life, I know he can bless yours.

5-fundamentals of a good testimonial… EXCEPT… try to let these 5-fundamentals be UNDERSTATED rather than stated like they way I’ve got ‘em listed.

Anyway… I hope this blesses some lives. You all deserve massive abundance in every way. Not only do I want you to be rich… God wants you to be rich to!

Warmly,
Brian

Comment by Shaune

May 17, 2006 @ 5:34 pm

For sure Brian. Rock-Solid testimonials are irreplaceable. You have given us a great template to work from.

Want to know, one of the reasons, why I have such for respect you Brian?

You get it on a deep level.

As revealed in this statement…

“let these 5-fundamentals be UNDERSTATED”

The fact that you clearly make this point shows the detail to which you understand “how it best works.”

And Brian…

Karla, a new coaching client of mine, likened seeing you in public ,(IE: posting on my blog) to a Sasquatch siting.

And now there’s two set’s of footprints! : )

Thanks,
Shaune

Comment by Bob Martel

May 17, 2006 @ 7:49 pm

Impromptu, spontaneous testimonials - when you gather enough of them - will reveal a pattern about your clients’ sense of value about your services or products.

Captured in their vernacular they tell a colorful story about how they really see the value you deliver - something you can sometimes not really see yourself, although we all tend to guess!

Testimonials, beyond social proof, also reveal the beginnings of a strong USP. Listen intently to their vocabulary and language patterns.

A few tidbits I try to follow and teach my clients:

1. Ethical, sincere, true “slice of life” testimonials are real and capture the buyers’ true emotional state about owning the benefits acquired as a result of their purchase.

2. Timing is key when asking. I usually set the expectation that I will be asking for a testimonial, once it is earned!

3. It should go without saying… always secure written permission to use the testimonials you gather. Use real names, for credibility.

I usually have someone else interview my clients, with a set of qquestions I furnish, and the third party writes it up and gets it approved and on letterhead for me. I do the same for my clients. Peopl tend to open up more with a third party interviewer, at least I have seen this…

And… never give in to the temptation to make them up!

Bob

Comment by Brian Keith Voiles

May 17, 2006 @ 11:30 pm

Bob was saying to “use real names”. I have first hand experience with taking this to the “nth” degree.

Way back in 1996 (before a real big internet boom) I was busy renting lists and selling my “Ad Magic” course. I had written a 12-page control that was returning just over $20 for every $1 invested (that’s really good, by anyone’s standards).

I was wondering what I could do to increase resonse. I had already tested several things — and with each change I made, results went up.

One of the final changes was this:

Rather than just have a first and last name, city and state after each testimonial — I really pushed the envelop…

I put first and last name, company (if applicable), street address, city, state, phone number and even FAX number on EVERY testimonial in my letter (and there were no less than 6.5 pages of testimonials in that letter!)

My results shot up another level… returning $36 for every $1 invested.

I was no longer providing “evidence” that what I was selling is good — I was now providing PROOF that what I was selling was good.

Although I wouldn’t recommend doing this strategy in today’s “security-sensitive” world… I think a smart marketer could modify it just a bit to make it work.

For example: in a sales letter (snail mail) you could still provide full name, company, city, state… and then, perhaps, provide a phone number for your prospect to call and “press 1 to hear Janis in her own words explain how Ad Magic has blessed her life”).

Obviously, online you’ve got video and audio testimonials… but hey, guess what?… 90% of my marketing is STILL OFF-LINE folks. (Because that’s where the BEST prospects are hiding!)

Anyway… more food for thought from Sasquatch. : )

PS> Want to see something funny? Here’s a website I’m using to test a product idea: http://www.thesearchforbigfoot.com

Warmly,
Brian Keith Voiles
aka “Mac Maxwell” lol

Comment by Miles Baker

June 23, 2006 @ 1:00 am

Sorry, I totally disagree with you. Writing testimonials for your customers is the WORST thing you could do.

First off you totally lose the uniqueness that various customers will give you. No matter how hard you try you won’t write like 15 different people will write.

Secondly, you will insult your customers intelligence, perhaps YOU can write great fake testimonials, but many people won’t, following your advice is a bad move for them. People see through re-written and fake testimonials, especially ones that are too clever, too similar to one another, or appear to be overly hand-crafted with a similar writing style.

Thirdly, YOU TOTALLY MISS OUT ON THE REAL JUICE OF A TESTIMONIAL. Customers will say things in a way that relates to potential customers in a way you could NEVER say it, they will also mention things that you as a seller would NEVER even think of.

Don’t edit your customers words, let THEM speak about the product, isn’t that what a testimonial is? Since when did it become okay to reword, edit, and partially make-up your customer testimonials?

If you need to, give your customers some pointers before leaving a testimonial, there’s nothing wrong with leading them in the right direction, but controlling what they say? I can’t agree with that.

Want to see what REAL great customer testimonials look like? Visit my site (Edited by Shaune) all 100% unedited testimonials from real paying customers, plenty of them with pictures and real wording.

Don’t underesitimate your customers, they can write completely amazing, GLOWING testimonials all on their own, with no help from us.

Comment by Shaune

June 23, 2006 @ 1:43 am

Dude…

If you want to disagree, no prob. but it loses impact when you directly self-promote.

Looks like you may have “made up” your perspective in order to “create” an opportunity to market yourself.

As for your point, I went to your site and you only validate my perspective. Waaay to long winded testimonials.

I don’t advocate writing fake testimonials, I advocate interviewing customers and taking their words to make THEIR point in an abbreviated and more effective way.

In todays fast paced environment your message must quickly make it’s point. Long-winded testimonials give the hurried prospect good reason to leave your site.

To see what I’m talking about take a look at the testimonials at http://www.DynamicResponseMarketing.com

Their words - More effectively said!

Shaune

Comment by Miles Baker

June 23, 2006 @ 2:58 am

I suppose the questions really are…

At what amount of editing or hand-crafting does a real testimonial become a fake one?

And…

Are you deceiving your visitors by telling them it’s a testimonial when you’ve actually wrote it yourself, edited it, or re-wrote it?

What’s most important to me is honesty and trust. If my visitors thought I was editing, re-writing, or re-creating my customer testimonials then the testimonials would definitely not have the same impact as if they weren’t edited, nor would they be as believable.

I personally don’t believe there is a such thing as a “long-winded” testimonial. If the customers words are pure and true it will come across just fine. I personally don’t feel I should have to edit my customers words in order to make my product look better.

You and I obviously have different views about this subject and I apologize if my first comment came across a bit abrasive. I do enjoy your blog at times and am glad you didn’t delete my comment, some bloggers would have.

Anyway, we’re both passionate about online marketing and that’s a good thing!

Comment by Shaune

August 6, 2006 @ 8:32 am

For sure it is a testimonial.

All testimonials should be approved by the person giving it. Again, it is their words, you’ve just edited it and positioned it.

Miles your site is a marketing site. Those who are giving you testimonials are marketing savvy. They have a sense of what to say and how to say it.

As a copywriter I deal with “regular people” who often struggle to put their testimonial in words.

They’ll often say, “I love it” or “She is so nice,” etc. OK, yes sometimes it is stronger than that but the point is that very often the real benefit they’ve had can be better said.

To me, it’s a shame not to fully communicate their experience.

That’s why I find interviewing customers so powerful. It really helps bring out the full story, the full benefit to the customer.

For those who don’t have “The Secret Six” training it’s difficult to understand.

Let me interview one of your customers — you’ll see what I mean and trust me, you’ll definitely want the stronger, very real, testimonial on your site.

Shaune

Pingback by Questionaire for testimonials?

October 19, 2006 @ 8:12 am

[...] Today, 09:12 AM Hey Vin, I don’t know if this is what you’re thinking of, but I remember Shaune Clarke posting this from his blog on the AWAI forum a while back: Testimonials… Just Say No! Shaune suggests that when you contact one of your client’s customers about testimonials, you offer to write the testimonial for them, and have them approve it. Quote: [...]